There is no such thing as a cookie-cutter SEO strategy (and if someone is trying to sell you one, be sure to dig deeper and get second opinions!). There is a difference between best practices, which are universal, and a business and website-specific SEO strategy. The ever-changing, dynamic nature of the search marketing industry requires constant diligence, and SEO professionals must maintain a research process for analyzing how the search landscape is changing.
The following factors must be taken into account when developing your SEO strategy:
• What the organization is trying to promote (service, product, content)
• Who the target market is (can be as simple as “women” or as detailed as personas)
• Brand (includes copy & messaging)
• Website structure (includes site architecture, navigational elements, and file/URL naming conventions)
• Current site content assets (includes images, videos, PDF files, white papers, case studies, articles)
• Ease with which the content and site structure can be modified (involves the CMS & web development
• Editorial resources and calendar for content development (what content is developed, by whom, and on
• Competitive landscape
Learning about the specific market a business is in is an obvious first step towards developing industry familiarity, trends, and vernacular – but it often makes sense for two businesses offering the same products in the market to use different SEO strategies.
For example, if Competitor 1 published its website four years ago, and Competitor 2 is just launching their site now, Competitor 2 may gain the most traction by focusing on specific vertical areas where Competitor 1’s offering, or SEO implementation, is weak.
It is important to not underestimate the importance of a well thought out SEO strategy. Skipping over this process, or not treating it seriously, can hamper your prospects for growth.
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