The SEO strategy is about people and emotions, to fulfill wishes, to solve problems, to bring the distant closer, to make life easier…
It took me a long time to have a computer with internet at home, and the first thing I looked for was “Moma New York” and wham, my favorite museum in front of me.
Much later, I searched for “Madrid-New York flight”, “hostels for women in downtown New York”, “Moma buy a ticket” and wham, magic.
Suddenly everything I was looking for was planted within reach of my hands (literally).
Today I know that all this is the work of the internet and SEO.
How could anyone today do without such magic, to incorporate an SEO visibility strategy for their business?
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What is an SEO positioning strategy?
The searches were not always so idyllic. Other times the SEO helped me with broken pipes, my car battery, dentist in the area…
Thus, I would like you today to look at SEO and its tactics not only as a technical discipline that is difficult to follow due to search engine algorithms and their constant updates, but also as something more transcendental .
But, what is an SEO positioning strategy?
- Although there are different search engines such as Bing, Baidu or Yandex, the supremacy with abysmal difference in market share is held by Google.
- 91% of searches on mobile phones and computers are taken by this search engine, and to verify this we only have to refer to our own daily use: we Google EVERYTHING.
Why is an SEO strategy important?
I am going to tell you about the 7 benefits that I consider that having a good SEO positioning strategy brings to any online business or project.
Multiply your visibility
Let’s see it with an example: Let’s imagine that you manage to position your website in the first results for a keyword with 50,000 searches per month (nothing excessive) and the first result gets 25% of the clicks, you will receive 12,500 visits only from organic traffic .
How many customers or billing could those visits generate?
Because we know that most of the clicks are received by the first positions in Google.
This is how Win-Win is produced between a person who is looking for something and a company that offers him what he is looking for through the search engine; all thanks to the SEO strategy of that company, which gives it visibility and billing.
Improve your website
Web positioning techniques improve the user experience in browsing and the quality of the content, something that Google takes into account for its ranking, but essential to differentiate and stand out.
This will make you attract qualified traffic, the one that is looking for exactly what you offer, not indiscriminate or random traffic.
It is a long term investment
It is true that positioning a website requires an initial investment of time, money and work, but in the medium and long term, positioning will bring you constant visits from potential customers.
Make your website profitable
It is normal that, if you have made a considerable investment of money and resources in your company’s website, so that it represents your values and highlights your products or services, you want as many people as possible to visit it.
In this way, you ensure a quick return on investment and an increase in billing by converting those visits into customers.
In addition, having a website optimized at the SEO level will indirectly make any other payment strategy more profitable for you.
Increase your impact on social media
Many of the keywords and descriptions optimized for SEO that you have created on your website, you can use in the links that you share on social networks and even as hashtags that help you position yourself on said networks.
Build trust and credibility
When you appear in the first results it means that you respond to what people are looking for and that this result has been validated by many users and by Google, something that generates a lot of trust and credibility.
And trust is the first value that anyone usually takes into account when buying or hiring.
Can be measured and optimized
This benefit is undoubtedly one of the most important. Being able to measure all the tactics, actions and factors involved in your SEO positioning strategy.
Analysis and measurement will tell us which actions are working for us and which ones we must optimize to improve.
Also Read: SEO Tips For Your eCommerce Content Strategy
How to create an SEO strategy step by step. 13 Web Positioning Keys
Any SEO strategy must start by researching, researching and researching… in order to create the best answers to what people are looking for at all times, quality content that users and Google value.
Next I am going to explain the 13 keys to take into account to create an effective positioning strategy.
And I am sorry to tell you that there is no valid strategy for all businesses, rather each company creates its own based on various factors such as its objectives, sector, client or resources.
1. Create your buyer persona
Knowing and distinguishing who your ideal client is is essential to create content that responds as faithfully as possible to what they are looking for.
This information will be gold to be able to create specific SEO tactics/actions for them, you must know with the greatest precision who you are going to sell your product or service to.
A good idea to create your buyer persona is to ask your current customers; You can also resort to the clients of the competition, to surveys, studies and of course, to common sense.
2. Set your SMART goals
Setting the right goals is essential for the SEO strategy to be successful and effective.
The famous SMART objectives in marketing summarize how the objectives of your strategy should be:
- For a specific period of time
Only then will we know what works, if the result is profitable, if we should change the focus or improve some aspect.
3. Identify the right keywords
This is another jewel in the crown: identifying and recognizing the keywords that cover and satisfy the objective of your ideal client.
We must analyze the searches you do and your intention to know which are the best words in order to position our project, our website.
After knowing our buyer persona and what they are looking for, we will have to create valuable content that responds to and resolves those searches, which will usually be service sales pages, ecommerce categories or blog articles.
4. Integrate SEO into the customer journey or customer purchase process
Our customers go through different phases from when they realize they need something to when they finally buy it:
- Awareness (The person is aware that they have a problem, need or desire).
- Research (Start looking for information about your problem)
- Decision (Compare the different alternatives)
- Action (Make the purchase)
A good SEO strategy must take these phases into account and respond to what that client requires in each of them.
5. Analyze your competition
It will be necessary to know and analyze your competition, and also, the companies with authority in the search results for the keywords for which you want to position.
6. Optimize loading speed
From the beginning we have to plan the website with SEO in mind. When we choose the hosting, we must already think about a professional server, with a quick response and that does not collapse with many requests.
The loading speed of a website is essential for the user experience; an excessive waiting time or a failure in the server’s response will automatically cause the user to exit and probably never visit your website again.
This is something that Google takes into account on a way, since a fast site will be crawled by its bots also quickly and will allow good indexing.
To measure speed and other related elements, you can use:
- Page Speed Insight (Core Web Vitals)
- Pingdom Website Speed Test, you only have to put the url of the web, choose the city and continent that is closest to your location.
7. Fix broken links
Broken links take the user to a page that no longer exists and where a 404 error page will appear instead; something that will cause them to leave our website with a bad browsing experience.
If this person has a bad user experience and leaves our website soon, Google will lower our positioning.
Therefore, it is necessary to review all the broken links and fix them with a redirection or deleting them, as it suits us.
8. Use internal links
Creating quality content that adds value is the great premise of any SEO strategy: If we start from poor content, possibly all the other keys to your strategy will not overcome that obstacle.
If we have quality articles on our blog, which inform and resolve the doubts of our users, the ideal will be to link them with other valuable content on a related subject, so that from one article they go to the other, and we will achieve this through the links internal.
This will give us authority as a reference for both users and the search engine.
Internal links are also used for related services or products, always used with consistency and strategy.
9. Do link building or capture external links
Implementing a link building strategy (or capturing external links) is an extremely important key for any SEO strategy, because Google values it enormously.
Google considers the websites that have many external links related to their sector because they are reference websites, with quality content and very useful.
This data makes Google position them well and helps the search engine to define the importance of that website.
External links or backlinks are links from other sites that point to our website, giving it authority and recognition (depending on whether they are Do Follow or No Follow links).
Ideally, you should have a certain balance between Do follow and No follow links, which are links related to your sector and which are links to pages with a certain quality and authority.
10. Basic SEO optimization settings
When designing a website it is necessary from the beginning to keep SEO positioning in mind. A design with SEO and copywriting will be more expensive at first, but it will be essential for your future actions.
To find out how much a web page with SEO and copy costs, you can read this article and clear up your doubts.
11. Provide valuable content
Without a doubt, this key is the golden fleece of SEO: providing quality content is the first asset to position and should be the epicenter of any professional SEO strategy.
The user is the center and all our actions must be focused on helping them in the best possible way and according to their search intention.
Therefore, the quality, usefulness and value of our content must be focused on it and then try to optimize it for search engines.
12. Semantic SEO, the trend
Currently, Internet search engines are going towards a more semantic SEO, where the words related to a keyword that we use are essential to understand its meaning.
In this way, Google understands the context, improves its results on the search intention and solves problems of polysemy or synonymy.
13. Analyze and measure the results SEO strategy
It seems obvious, but without measuring we cannot know if our strategy is working and what results.
I have already mentioned above that, fortunately, digital marketing and its tools allow us to measure everything, so we will know what we must change or improve.
For this key, the free tools Google Analytics and Google Search Console are essential.
Also Read: SEO: Advantages For SMEs