How to decide on the right SEO strategy for your brand's success

  • SEO
  • 2 MIN READ
Phani Kumar S VP, Digital Marketing
SEO Strategy

The online environment is becoming increasingly competitive for brands with every passing day. Today, almost one-third of the consumers in the United States make use of Google or other search tools to make online purchases.

In order to rank well in search engines in an organic way, it is important for brands to decide on a suitable SEO strategy. In this regard, it is very important to know where you currently are, and where you want to go next.

In this article, we talk about the main components that a solid SEO strategy has. Consider this as a guideline to decide on a suitable SEO strategy for your brand.

Crawlability (lay a foundation for your SEO)

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In order to appear in the search results, it is important for your website to be found by the search engines. Hence, the first step would be to become visible to the search engine crawlers, in case you are starting from scratch.

Here, the robots.txt file of the website is quite crucial. This little file often goes neglected by the brand and retailers. However, in case you add instructions to this file, crawlers will know which pages have to be indexed and which are not to be indexed.

Optimization of content

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After solving the crawlability, sitemap, and robots.txt issues resolved, content optimization is the next step. In this step, you will have to use all the current assets in order to improve the ranking for any particular keyword. In this regard, the Google Keyword Planner can be used for the development of a target keywords list based on ROI and volume. This list can be used to enhance the content and meta tags, beginning with the top level pages and going down into the subcategories and categories. Ultimately, ending on the product pages.

Offsite: Building brand engagement and links

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In the next part of the SEO planning, consider including strategies that include social influence relationships and link-building. These are all off-site strategies, that can create a big impact on the website traffic.

In link-building, quite a lot of research is required. Hence, before beginning, it is worthwhile to take a look at the link-building ethics of Google, and all the best practices. Making use of tools such as SEMrush is one of the most suitable methods, as these tools allow you to figure out the source of the back links achieved by your competitors. For link-building campaigns, a response rate of around 10 to 15 percent is considered to be good enough. So do not expect any more than that.

Content creation

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In case you want to go out of the box, consider thinking about content creation on a different level. This part of your SEO strategy applies in case your content has a wider scope and it answers the questions of consumers related to your services/products. In other words, the content should not simply be geared towards a description of products.

Here, not all the keywords will be used, however. Hence, segmentation of the new keyword list and an analysis of how your phrases perform against your competition is also important.

Published: Jun 16,2019 05:45:00 PM IST