What is SEO strategy?
It is right to look at the expression of SEO strategies because you define a marketing strategy because every search engine optimization is part of the marketing campaign.
According to some information on the definition of the marketing strategy, the following has emerged:
SEO strategy
is a large-scale program for most important SEO goals of a company (positions, traffic from searches, the attraction of the target audience through search traffic).
Developing an SEO strategy involves identifying the main goals that potential customers of the advertised site receive, selecting the methods they need to address an audience, determining time slots for major events, and resolving financial issues.
SEO strategy is created by analyzing sites of competitors and source data of the advertised site.
Let's talk about it in detail.
1. Why are SEO goals different: positions, traffic, targeted traffic? Because different companies and project managers set different goals.
- For a company that wants their site to always be visible to users looking for special search results, high positions, these keys are always relevant.
- A company that does not yet know which type of user will become a potential buyer needs as much traffic as possible every month.
- A company that knows exactly who buys their products or services will only perceive a percentage of conversions in terms of total traffic - and those who implement the effectiveness of the SEO strategy will benefit.
2. Choosing the methods to attract the audience
may include both: focusing on expanding landing pages on the site and focusing on creating external links.
3. Determination of time windows.
An important indicator for the owner of the site is that someone understands when it is best to count the important traffic of the search queries in order to consider this in the following financial activities.
In addition, it is useful for SEO specialists to understand if they fit in the given schedule or not.
And if not, which other measurements should be considered to achieve the desired result.
4. The question of financing is just as important to the owner of the site as the timeframe. Overall, the frequent SEO application takes at least a few months. Thus, the return of these expenses is not expected so soon.
Why do we need an SEO strategy?
Experienced specialists understand that not always such complex website SEO strategies are necessary.
SEO strategy is necessary if:
- The owner of the site has ambitious goals to conquer the global market.
- The niche in which he is very competitive and he must understand how he reaches the top.
- The site is very large, all kinds of sites and work on the site are not always remembered.
SEO strategy is not necessary if:
- You operate and evaluate a small regional site and compete only with small companies. In this case, you use a strategy that is already being put into practice.
- There are not enough resources to implement them. This happens when you work alone and there is virtually no one to help you.
- There is only a small budget for links and your ideas.
- You promote the site with Black Hat SEO. In this case, only outbound links to other resources are important (especially because Black Hat is a simple SEO strategist).
But first it is important to define the website promotion strategy and systematize the work to be done by the SEO specialist. Or you can instruct someone from the team who can achieve the desired results.
Types of SEO Strategies
Unfortunately, we did not find a clear classification of SEO strategies.
We found several articles on the topic of creating SEO strategies on the Internet, and most of the time, the classification is based on the type of site for which you want to build the development plan.
We differentiate the types of strategy by combining two parameters: the current state of the site and the tasks that need to be done before the experts promote the site. So we differentiate the strategies in these two ways:
1 type. "Hop-Hop" strategy
This promotion plan is relevant to those sites that are just created (or created but contain only a few pages), and will be the target of the specialists to ensure rapid growth of the search experience.
That is why we do everything fast (hop-hop).
Special features of the "Hop-Hop" strategy:
- We analyze the competitors and take a close look at their strategy and provide the most profitable way to attract traffic in a short time.
- Generate as many landing pages as possible (which can be service pages or blog pages) and their constant generation.
- We do not focus on the quality of the content (although we try to meet the minimum search engine requirements), but on increasing the number of entry points to the page.
- We are increasing the reference mass from different sources to maximize source links and to show search engines that we are perspective and have ambitious goals.
Disadvantages of the strategy:
- For the quantity we neglect the quality. But this minus can be corrected in the future, if the "hop-hop" strategy is met and you switch to the strategy "average performer".
- Due to the poor quality of landing pages and the defocusing of topics (blog pages may include articles directly on the topic or related articles), a low conversion rate is possible. But this can also be lessened if a team working with you performs a / b tests and gets the most out of incoming traffic.
2 type. "Average performer" / "average performer" strategy
This strategy is for those websites that are not the first day / the first year on the market and somewhere in the top 10/20 hang and have enough authority to fight for the first places.
And the goals are: To increase awareness of the brand and attract the most targeted leads from the search. It's a great way to improve on the previous "hop-hop" strategy.
Special features of the "Average performer" strategy:
- Pay more attention to the already existing pages, optimize them, rewrite them and add new ones. Delete pages that do not bring traffic and those that do not fit exactly into the topic of the resource.
- Try to get better links from other sites because your site is no longer a beginner, but a good average performer.
- Produce only good quality new content that shows your expertise, builds trust, and creates better conversations.
Disadvantages of the strategy
- A lot of time is needed to create the content.
- The process of improvement is two to three times longer than the previous strategy. But you do not see the results very fast.
- It is recommended that you look for better and more expensive backlinks from other sites.
3 type. "Mastodon" strategy
This SEO strategy is recommended for site leaders. They compete with two or three "mastodons" of the same class that have been on the market for decades. A whole horde of employees are working on each of these projects.
The goals of the Specialists is here: be better and stay ahead of the competition and seek hidden exit points in the top 1, even for different keyword positions.
Focus of the "Mastodon" strategy
- Mastodon does not need to worry about increasing the reference mass, it is growing by itself because many sites refer to your materials.
- Because these references move back to the foreground, work on the site itself is also moving forward. This may be longer work in the form of internal linking and work on content on the site. Working inside a site can be an unlimited process.
- It is not enough just to write high quality content; You have to think about how to create unusual content, different from your competitors. This can be in the form of different materials (video, infographic, multimedia elements) and creating collections of documents on various topics to cover them as well as possible ,
- A little time for external links is worth it. But the form of resources that mention your site but do not link to your site. To do that, it is sufficient to contact the owner of such a resource and kindly ask for an active link. This can be done by any assistant, it does not need an SEO specialist.
Disadvantages of the strategy
- It needs fundamental resources for the implementation. Often newcomers can not do anything with such a strategy.
4 type. Online Store Strategy
We have decoupled this type of website because the type of advertising differs from the other three earlier.
And that is the reason.
Focus of the online store advertising strategy:
- Because of the large number of pages on the site, the main point of this strategy is to create an appropriate collection of semantics and writing meta and seo texts.
- You will see from the semantics which pages and filters are still open to the index and attract tiny frequencies.
- Linking is equally important because you constantly need to bring new products to the index that are added to the site. And with the large number of categories and subcategories, this task becomes more and more complicated.
- Reviews play an important role in online stores: trust in the seller, behavioral factors and additional text with keywords that make your products unique.
- External links must be installed after the primary work on the internal optimization. And if the site has already gained some positions in the search results, your job is to figure out what's missing from the top.
Hot pursuit of the strategy
- The number of pages can be a negative aspect because you will have to pay a lot for external links for them.
- There are internal issues with the site that are quite common with this type of platform: 1) When products are updated, old pages are deleted and the 404 pages appear in their place and the same product appears under a new URL; Duplications of pages appear when the goods differ only slightly (color, individual elements, etc.)
As you can see, this is not just a strategy, but a focus of working with site vendors.
Based on what data should you create your SEO strategy
The strategy is not just the experience of the expert that exists in his mind, but the numbers and focus of a particular niche in which the site is located.
Thus we need the following data:
- Semantic kernel (including analysis of core competition). After collecting the core we need to find out what types of inquiries are available for this topic, the frequency and the approximate competition. From this we can learn several things: Are there requests for information on this topic that leads to a change? How common are these requests and is it possible to estimate the promotional budget?
- Analysis of size and age of competition websites. For a better understanding of the quality of resources, we must emphasize additional information for competition in the niche (which affects the budget). For example, if you see that in your niche, the competition not only writes articles in their blog, but also adds infographics, unique drawings, and multimedia, then you should have the resources for a good designer or video editor, and a smart copywriter ,
- Analysis of the advertising strategy of the competition. Based on this data, we understand what our opponents are doing, where they are weakening or what we can use. For example, if you see co-workers promoting service pages only, and the niche has lots of info requests, then you can overtake them by creating and populating a blog. The analysis of the linked content of the competition provides information. The quantity and quality of the "Linking Mass" allows us to understand which types of links are more suitable for use (eg links, catalogs or comments on blogs or links of articles that are placed in such a way that you can contact the webmaster directly receiving). Our LinkStrategy SEO Tool helps you to find the most valuable links - depending on the backlink profiles of the competition.
