In an increasingly online world, marketers are pressed to make sure their brand stands out in Organic search. However, every SEO strategy contains many moving components that need to work together properly in order to be successful. Before you can fine-tune your SEO strategy, it’s vital to ensure the fundamental elements are in place and running properly. Here are 3 fundamental components that can help your brand’s SEO strategy succeed.
If you’re an online content marketer or a marketing manager, you might spend a lot of time thinking about your brand’s keywords. That is fine so long as keywords are not the only thing you’re thinking about for SEO. As we’ve said before, keywords are not the end-all be-all when it comes to SEO strategy.
In fact, due to perceived authority, the search engine’s interpretation of the user’s intent, and a variety of other factors beyond keyword-targeting, even the most on-point keyword strategy is only “step 1.” Following are some strategic considerations to be mindful of beyond keywords:
Instead of thinking about building “keyword density,” it’s also important to establish and build upon a theme for each page. That theme can still be guided by a central keyphrase, but you should think beyond the keyword and instead think about what the user is looking for when they search for that theme, and deliver it with your content.
Search engines are looking for the most authoritative source to respond to a user’s query. That means your brand should be an industry thought leader. Building authority takes significant time and effort. For more information, you may want to download our recent white paper on building authority through content creation and link building.
Search engines love organization. A well-organized page or website is easier for the search engines to crawl and for users to navigate. A well-organized site also makes it easier for the search engines to determine your domain-level authority, as your pages work together to build micro and macro groupings of themes. If you need help in this area, review our checklist of technical SEO issues for guidance.
User-friendliness encompasses a range of ranking signals, including site speed, site security, and mobile friendliness, among others (including the aforementioned structural issues). If your site is not user-friendly, rather than concerning yourself with keywords, or even link building, consider what you can do to create a more user-friendly website. For this, it’s always good to get a second pair of eyes (because you are likely very used to your website and its quirks). But, you can start with a DIY user-experience evaluation and then consult with an expert on how you can improve your website’s user-friendliness.
In closing, while it’s still necessary to perform keyword research and optimize your page content for selected keywords and related synonyms, keyword optimization alone is only a small piece of the SEO pie. If you really want to move the needle, it’s time to think about SEO more holistically. To begin, start to think like a search engine and try to interpret: “What is the user looking for?” and “How can I return the best result possible?”
Multimedia content, such as infographics and videos, is user-friendly and highly sharable. And, because multimedia content is not text-centric, it can easily be “repurposed” for use in your offsite content and across your social media channels.
But, if created haphazardly, this type of content can harm your brand by appearing sloppy and unfinished. Instead of rushing to compete, or publishing content that doesn’t put your “best foot forward,” take a step back and focus on creating quality multimedia content that gets noticed.
Creating Quality Video Content
Thanks to the availability of inexpensive video cameras and video editing software, you don’t have to spend a lot of money to create great videos. But you do have to be mindful of a few “make-it-or-break-it” concepts. These include:
Once created, video content can be used on social media channels such as Facebook, Google+ and YouTube, and on your website. Just make sure to write unique, keyword optimized introductions to help your videos get noticed.
Creating Quality Infographics
When done correctly, Infographics are highly-sharable “link bait” that can help create groundswell around your products and ideas. The best Infographics have a few things in common:
Infographic content can live on your website (usually as part of a larger blog post), as well as be repurposed on your Facebook, Google+ and Pinterest pages. As with video content, be sure to use unique, keyword optimized description content and tags, so that your infographics can be found, wherever they are.
The Best Ideas Win
As with any content, the multimedia content you create should be useful to your audience. In other words, it should do more than sell.
Steer clear of creating promotional content and focus on providing solutions and illustrating points. If you can do this in a way that entertains, all the better.