I have long wanted to discuss a topic that is recurring in the initial conversation I have with people interested in a website budget: SEO strategy. Sometimes it happens that when you ask them if they want us to design an SEO strategy for their web project they answer “How? But isn’t that included on the web” And when you explain that the price is around 800 dollar, many respond that they do not need it, or “maybe we will do it later”.
In most businesses that want to make their way on the internet, to think that they first need a website and later their positioning strategy is to assume that you have to put the stationery first and then check if there is another one next to it, or that you first have to put the hairdresser near another and then decide how you are doing competition.
The value of an SEO strategy
Although many think they know their sector well, online marketing is a world apart. It requires an online marketing expert, preferably a growth hacker , to thoroughly study the industry and define strategies to compete in it and then implement that strategy on the website. And that has practically the same economic value as many websites, since it determines that the same web development serves for something or for nothing.
As beautiful as the design of a website is, if it does not manage to raise positions in Google for words that have enough searches and affordable competition to be able to beat it, it will only serve to reach customers who already know of its existence, that is, that beyond congratulating us for how beautiful it is, they will not increase our turnover because we have already captured them before. It is a website that does not work for what it generally serves: attracting new customers. The network is full of failed businesses with beautiful websites.
Let's put two practical examples:
- The manager of an optician wanted to sell his glasses online. After a study of the sector, we concluded that the words “online glasses”, “online sunglasses”, “Rayban glasses”, etc., had too high competition to fight for the top positions in Google, since it required an investment too high and that did not provide certainty of a medium-term result. For this reason, it was necessary to prioritize on the web (and therefore establish a certain hierarchy in it) products that the client had not originally intended, such as children’s glasses.
- The owner of a beauty center wanted to compete online for the reservation of manicure, pedicure, facial and body treatment services. I had thought that only opting for keywords such as “manicure barcelona” or “pedicure barcelona” could already appear in a short time on the first page of Google when users searched for those words. However, those words had too much competition, especially from adversaries with potential in the near future, like Bucmi, who are platform as a service (PaaS)Dedicated to the centralized offer of aesthetic services, which allow comparing prices, services and scores and booking online. For this reason, after a detailed analysis of the sector, we determined that it was necessary to target services to foreign customers, in English, since that segment was the least competitive and offered a high profit margin.
SEO Strategy in 6 Steps
Some of the steps that must be followed to carry out an SEO strategy are:
STEP 1. How would we search for the company's product or service on Google?
The first thing to do is find a list of keywords by which, if we were a user interested in the products or services offered by the company, we would search for those products or services. We should not just stick to “barcelona lawyers” in the case that we have a law firm, because it will probably have a competition that is practically impossible to beat on the first page of Google, but look for words related to secondary services that we also offer, such as “lawyer labor union barcelona ”or“ request severance pay ”, among others.
STEP 2. How competitive are those words and what potential do they have?
Once we have an extensive enough list of keyword combinations, we have to check in our Google account the monthly searches they have, their level of competition and their evolution over time .
If a word combination has a lot of searches and low competition, but the search trend for the last two years has been decreasing, it is a sign of the potential that this combination or even that product will have. This happens, for example, when we search for “IP telephony”. We can deduce that the providers of this type of telephony could have a compromised future.
If the words have many searches but refer to very abstract ideas, perhaps many of the users who search for them are not interested in acquiring those products or services but rather in obtaining general information about the sector, so perhaps that combination will attract many clicks but unlikely to become customers. This could be the case, for example, of the “winter shoes” combination, which can have searches for people who want to find out about the latest trends, not interested in buying them.
There are also combinations with few searches and a sustained interest over time that many companies despise for that reason and become “orphaned”, so it may be interesting to consider them especially in sectors in which each new client can suppose a notable increase in billing. This happens, for example, in businesses in the industrial sector, such as mechanized ones.
STEP 3. What is the competition offering?
Searching that list of words in Google, as if we were a user, we will check the market situation. If the pages that are well positioned by those words offer good web design and good content, or useful user applications such as price calculators, customizers, comparators, image galleries or others, we will have to take note of this to try improve them on the new website.
If, on the contrary, the websites that compete for those words are obsolete and have improvable content, without elements that are useful for the user, we will also have to take it into account, because they will probably be easy to beat with a good website that improve. All this will help us to finally determine which words to choose for each page of the web.
STEP 4. Can we find any hack?
Agencies that have growth hackers to design SEO strategies tend to find some hack or shortcut that multiplies the business options of a company. For example, a company may not initially consider offering its page in English, but the SEO strategy concludes that there is an under-exploited niche in that language that is worth accessing.
STEP 5. What will be the tree of the page?
Trying to position few pages within a website for many keywords is almost impossible. That is why the ideal is that there are as many pages as keywords with possibilities of reaching the first page of Google we have determined, and at the same time, they should coincide with the number of different products, offers and locations that the business has. This will make it much easier for potential customers and clients to find you on Google.
The interior pages that we have planned must be structured on the web so that they are all accessible from the top menu or, exceptionally, in the menu at the bottom of the page, since this is what gives the user a better experience : the human mind needs Find the things where and how your experience indicates that they should be, such as an index in a book or a map of the metro lines, that mark the different contents or stops in order and how to get to them, without any of them being hidden After another.
The more rigorous and rationalized a structure or web tree is, the better user experience it will confer on a website, and therefore the less incentive it will give to leaving the web without visiting more internal pages (bounce rate) and the more it will give to staying in the page and a high number of page views per session, all of which are very important metrics for Google.
And not only that: a well-made web tree is easier to index for Google , and we have more options to give our result in Google sitelinks or site links , that is, hyperlinks to internal pages of websites that appear in some Google search results to provide a quick overview of web content without clicking on it. This is positive for filtering users, causing them to enter directly into the inside page of a website that interests them most, and therefore more predisposed to purchase or request information on products or services.
STEP 6. What ideas will we capture in the content?
When we have decided the web tree, we must plan what specific content each section or interior page will have.
The contents of a website must be classified into horizontal sections, in which a specific idea is transmitted. A section, for example, can be the description of the service; another may be its advantages; another, a prominent feature, etc.
We must conceive each interior page or section as an independent entity within the web, which although we can (and should) connect through links with others, should not assume that the user will visit other pages to complement the information that is not given there. That is why we should not be afraid to repeat information from one section to another if we believe it necessary, as long as we do not copy ourselves literally, so that Google can penalize repetitive content.
It is from a content idea that we can start to implement SEO attributes in them.
The implementation of the SEO strategy
The implementation of an SEO strategy consists mainly of working on the keywords chosen for each page in their SEO attributes , that is, the ‘title’, the URL, the content of the heading, the reiteration in the different paragraphs and secondary titles ( called ‘h2’, ‘h3’, ‘h4’, etc.), the image attribute ‘image ALT’, etc., both on web pages and in regular blog posts.
We must remember that, once the contents of a website are created, the periodic content through a blog is a way of not limiting the competition for keywords to the pages of services or products that we have created. It is necessary to use the secondary keywords that we have previously discussed in our periodic posts, to make our products or services and our sector interesting, not necessarily to potential customers but to users whose traffic will be reflected in Google metrics to reinforce our positioning global.
The higher, more periodic and more diversified the traffic on our website, the more shares and interactions it will generate and the more authority it will have with Google. This will make it easier to position new content in the medium term (it is not the same what a new website publishes, it is not known if it will be inactive in a short time, than what a website with a certain reputation on the internet publishes).
The importance of quality in content
SEO is, therefore, a constant and long-term objective, which consists of persevering by making a constant investment, getting to know our target audience and offering quality content. So it is a good idea to leave it in the hands of someone who knows SEO techniques in depth, choose original topics and have creativity when writing and choosing images to illustrate the content. That is why journalists with experience in the media , in which it is required to document and develop any topic in any sector and write about it in a way that interests the audience, are an ideal creative profile for companies that want to succeed on the internet with their contents.
In addition, journalists can carry out tasks that can add a bit of authority to a web page, such as trying to get the brand to be mentioned by the media and influencers, by writing press releases or other corporate communication actions.