There are few things more intimidating than starting your first SEO campaign.
Believe me, I remember.
But, just because you’re new and inexperienced, doesn’t mean you shouldn’t give it a try… and it definitely doesn’t mean you won’t succeed.
Let’s be clear right from the beginning.
If you want to run a successful company, you need to learn how to manage an SEO campaign. Word of mouth is not enough to spread your word. Not even around the neighborhood, let alone around the city or country.
Whether you manage your campaign yourself or you hire an agency, SEO must become an integral part of your business model.
In this article, I’ll walk you through the SEO process. By the time you finish reading this article, you’ll have a more in-depth understanding of what it takes to manage an SEO campaign.
So What Exactly Is SEO?
Short for search engine optimization, SEO is an ongoing process of increasing your website traffic in quantity and quality.
“Quality” refers to, attracting visitors that are more relevant to your business. Quality traffic is achieved through the continuous attention to on-site optimization, keyword research and tracking, link building, and inbound marketing.
Once implemented, everything I’ve described will encourage organic growth in search engine result pages (SERPs). This means you won’t be paying for traffic. Not in the traditional way, anyway. I’ll talk about this later.
If you were to ask me many years ago how best to manage an SEO campaign, my answer would have been: lots of links with rich anchor text. Luckily, times have changed. Today, SEO is a much more complex process that takes time and dedication, regardless if you’re the business owner or the SEO expert working on the campaign.
Despite the ever-changing ecosystem that is SEO – if you employ the right tactics, you’ll continue to stay ahead of the competition.
Right now, the majority of business owners understand SEO to a certain extent. Unfortunately, they don’t understand enough to be able to plan and execute a successful SEO campaign from start to finish. Even the business owners that do understand the process tend to focus too much on creating content with the right keywords and nothing else.
But that’s just not enough.
Content is just one part of a successful SEO campaign. It’s compadres: on-site optimization, link building, and outreach marketing are equally as important.
Let’s dive into the details.
Audit Your Website
The first thing you should do before beginning an optimization campaign is – audit your website.
You have to know what you’re working with before you can start planning what to optimize and what needs changing. The scopr of
What platform are you using?
If your business is older than a few years, and you haven’t yet invested in SEO… chances are, your website is running on an outdated platform.
There are likely many content management systems (CMS) better suited for your success: WordPress, Joomla, and Shopify are some of the most popular platforms.
True, there are plenty of options to choose from, but your website will function better, and it will be easier to implement lasting optimization changes on a platform such as WordPress.
WordPress powers almost 27% of the entire internet!
WordPress sites receive 22.17 billion monthly page views!
WordPress blogs receive 46.6 million comments per month!
Is your web design outdated?
Website design plays a very important role in SEO.
If it’s outdated, you have to change it. Search engines favor websites that are mapped, user-friendly, and have a responsive design.
Ensuring your website looks great regardless of the device used is key. This means that the content of your site should automatically scale down or up and transform to perfectly fit onto the user’s screen.
The user experience associated with smartphone and tablet usage is not to be overlooked since mobile web traffic accounts for more than 51% of all internet usage. Research also shows that mobile users are more inclined to make purchases after they’ve surfed the web (on their phones).
So if you’re serious about implementing SEO – switch to a responsive web design.
Once you’ve audited your website and fixed any pressing technical issues, you’re ready to move on to optimization. This step will ease the job of search engine crawlers and will make it more functional for your visitors.
The good news is that you’re only going to have to do this once. At least until you upgrade your website again.
- Create or update all of your meta titles and descriptions.
- These represent the text that is showcased on the search results pages.
- By doing this, you’re actively telling search engines that you’re publishing content that needs to be indexed within a certain contextual category.
- Updated meta titles and descriptions mean that your users know exactly what they’re clicking on.
- Find and fix accessibility problems that your site might have. The most common are:
- This is a simple text file that tells crawlers what pages they can index. You can write lines for each engine in particular or all at once, depending on what you want them to crawl.
- Similar to the Robots.txt file, a sitemap helps crawlers work more efficiently. In it, you’re listing the relationship between all your pages, images, videos, and other files. By doing so, a crawler will index your pages better.
- 404 Errors
- The dreaded ‘not found’ error can be easily fixed by applying a redirect to that link. To do so, use a 301 redirect to take your visitors to the next most relevant page on your website.
Whilst the goal is to ensure your site is accessible for search engines crawlers to do their job, you’re indirectly helping users find and navigate your site easier – which in turn directly impacts your business.
Write Amazing Content
Now that your website is redesigned and optimized, it’s time you write some fresh content for it.
Content is one of the biggest keys to a successful SEO campaign.
Without great content, you won’t be able to bring in the traffic your business deserves. Posting relevant content on a regular basis means you’re creating new pages to your website, you’re creating new links, and you’re touching on keywords that you haven’t used before.
It’s a pivotal strategy to brand awareness, industry authority, trust and credibility.
But how do you start writing amazing content?
- Start a blog/Resource library
- A blog is an effective environment that allows you to educate, share and inspire, build and share tools, or provide expert insights on your industries happenings.
- Develop a plan
- Nobody knows your industry and your business better than you. Use your knowledge of what you do in order to come up with ideas for articles. But back it up with research. Write about things that are relevant in your niche right now. What’s new? What are people doing wrong? How does your business help them? These are all questions that can help you come up with a content plan.
- Mix it up
- There are various types of articles that you can write. Don’t just post the same boring listicle over and over again. Create infographics. Post video content. You want to keep your existing visitors interested while also attracting new ones. Consistency, variety, and diversity will accomplish this.
- Watch your tone
- By now, you probably know what types of people make up your customer base. Depending on these demographics, make sure you choose the right tone of voice and create a variety of content that speaks to people at various points along the path to product proficiency.
Length is much less important the quality.
So long as they have a point, and are engaging in some way… you’re articles will be warmly received by both Google and it’s users.
Keep Building Links
Once your website is well optimized and you’ve started writing content. It’s time to put this content to good use.
This is where link building comes into play.
The more quality links you have, the better.
That’s because Google and other search engines still consider links to be hugely important to how relevant a website is. And that’s exactly what we’re going for here: relevance.
The more relevant you are for your customers, the higher your brand trustworthiness. If you’re giving people what they’re looking for, your authority in the niche will gradually increase. As it does, so will the number of links, and thus, your domain and page authority.
The best practices that I can teach you are:
- Build links often
- If you publish a new piece of content, you want to find a high DA/PA website to link to it.
- Additionally, you can also write guest posts for other websites and have links coming to your website from there.
- Link to your pages, not your domain –
- Let’s say you’re in the business of selling laptops. If you’re trying to build a link from another site, make sure that it links to a specific page instead of the whole domain. This ensures that people who click the link are brought to a page that’s relevant to them.
Don’t Sleep On Local SEO
46% of all searches on Google are seeking local information.
… Most of them find what they’re looking for and make a purchase within a few days.
You need to claim your piece of that profit pie.
Your first steps towards achieving a good local listing are to claim your business on Google My Business and Bing Places.
Once you’ve claimed your business, you have to set up its NAP-W (name, address, phone and website). Make sure your NAP is accurate and consistent with what’s posted on your website and any other digital directories. Any inconsistencies could lead to penalties from the search engines.
Don’t forget to optimize your citations with optimized descriptions, photos of the location and reviews. Let your customers know who you are and what you do. Showcase your store, your services, and your products.
By now, you should have a good understanding of what makes an SEO campaign tick.
If you’re just starting out the process is a lot. However, it is essential (if your ambitions are to thrive online), to put the proper systems in place.
And perhaps above all that you ensure you content campaign and link building efforts yield fruitful results.
For a FREE DIY Link Building Masterclass, join my 7 email skill buildling course!
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