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The three essential levels in a well-developed SEO strategy
The SEO strategic level
Where we set the goals for our SEO efforts.
The SEO tactical level
That covers the planning and implementation of specific SEO techniques.
The SEO operational level
Here we define the specific tasks that need to be performed, who is responsible for them, and when they should happen.
The SEO strategic level - Set goals and ambitions
Navigating the often complex landscape of SEO successfully requires more than just a superficial understanding of keywords and backlinks. It requires an in-depth strategic approach. The journey towards SEO success starts at the strategic level with a clear definition of goals. These goals should be both ambitious and realistic, as they serve as a guiding star for all future SEO efforts.
Understand the company's overall goals
Everything starts with the company's overall ambitions. Do you want to increase revenue through online sales, improve lead generation, or perhaps strengthen your brand awareness? By understanding these broader goals, the SEO strategy can be tailored to directly support them.
Conduct landscape analyses
Before you start formulating the SEO strategy, it is important to perform an initial analysis to understand the current landscape. This includes competitor analysis and an evaluation of your current website (technical audit, content analysis, link profile analysis, etc.). These initial analyses provide the necessary insight to set realistic goals and prioritize areas of effort.
Set specific SEO goals
With the company's overall goals in mind, the next step is to define what the success criterion should be for SEO. It could be goals like an X% increase in organic traffic within a specific timeframe, improvement in rankings for specific keywords, or an increased organic conversion rate. These goals should be subjected to the SMART model (Specific, Measurable, Achievable, Relevant, and Time-Bound) to ensure that they can be followed up on and evaluated effectively.
Choose the right KPIs
To measure progress towards the set goals, it is important to identify the right KPIs (Key Performance Indicators). This can include indicators like organic traffic, keyword rankings, CTR (Click-Through Rate), and conversion rate. By continuously monitoring these KPIs, you can adjust your strategy to ensure that you stay on track.
The SEO tactical level - Develop a plan
Once the goals are set and the KPIs chosen, it is time to lay out a concrete plan for how these goals will be reached. The tactical level in an SEO strategy is about choosing the right methods and approaches that will lead to the desired results. This level requires a deep understanding of the various aspects of SEO and their interrelationships.
On-page SEO: Optimize content
On-page SEO is the foundation of your visibility in search engines. This includes optimizing page titles, meta descriptions, H-tags, internal links, and the content itself to ensure it is relevant for both users and search engines. It also involves ensuring a logical structure on your website that provides a good user experience.
Off-page SEO: Build authority
Off-page SEO primarily focuses on link building and brand mentions, which can improve your website's authority and credibility in the eyes of search engines. This is achieved through strategic partnerships, link-friendly content, digital PR, and other methods to get external websites to link to your content.
Technical SEO: Ensure website health
The technical health of your website has a significant impact on both user experience and your ranking in search engines. This includes speed optimization, mobile-friendliness, correct setup of the sitemap and robots.txt file, etc. Technical SEO ensures that search engines can easily crawl, index, and display your content on Google.
The SEO operational level - Who does what and when
After defining the strategic goals and the tactical plan, the next step is to break this down into specific, tangible tasks. This step is crucial for translating the strategy into action and ensuring that each element of the SEO plan is executed effectively. Remember: A fine strategy alone does not make it; realistically, the implementation part is the key to success!
Work distribution and responsibilities
In the operational phase of the SEO work, it is essential that both you and your SEO consulting firm are clear about who is handling which tasks. Effective collaboration between you and your consulting firm is crucial for success. It is vital that both parties work proactively and communicate openly to avoid delays that can hinder SEO progress and thus negatively affect overall results.
Action plan for task execution
Develop a detailed schedule or roadmap that outlines when each task should start and end. This helps keep the project on track and ensures that deadlines are met. Consider using a planning tool or project management tool to facilitate coordination and communication among the involved parties. Remember to be realistic in your schedules. SEO is a long-term effort, and some tactics may take time before they show results.
Monitoring, analysis, and adjustment
Establish procedures for ongoing monitoring and analysis of SEO performance based on the predefined KPIs. This should include regular audits of both on-page and off-page SEO as well as the technical health of the site. Be prepared to adjust your strategy based on the analysis results. SEO is dynamic, and what works today may be less effective tomorrow.
Communication and reporting
Develop a plan for how progress and results will be communicated. This could be a dashboard or monthly or quarterly reports that highlight results, completed tasks, challenges, and next steps. Ensure that the communication is clear and understandable, even for those who are not knowledgeable about SEO. This ensures that all stakeholders understand the value of the SEO effort and its contribution to the company's overall goals.
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