Web positioning strategy. Start improving your SEO now!
Designing an SEO strategy is one of the fundamental aspects that we can not ignore if we have an online project (eCommerce, website and / or blog) to which we want to give greater visibility and traffic.
Talking about creating positioning strategies for your website is not as arduous as it may seem at first sight.
Actually, the process has a lot more "common sense" than you think.
Believe it or not, it is likely that you are already carrying out different actions of this type and you are not aware of it.
What do I need to start an SEO strategy to improve the positioning of my website?
In any positioning strategy we will first of all need to dimension our project, know what our needs are and also recognize what our resources are.
Evidently it is not the same an eCommerce or web page of a great brand, that the personal blog of an independent professional (as in my case).
But, regardless of the size or how your project is online, there are common aspects on which we can apply a series of basic guidelines and design an SEO On and Off page strategies that help us improve our visibility.
To tell us more about this interesting topic, in this 56th post as guest author we have Sergio Ramírez, it is a pleasure to have him tell us how we can start from scratch a positioning strategy for any type of web.
Then I leave you with your guide, I hope it is as useful and interesting as it seems to me. How to make an SEO strategy? How to make an SEO strategy and what mistakes should you avoid to improve your web positioning?
I'm not going to cheat you, writing this post for my colleague José is a great responsibility, since I know very well what level of community he has and how demanding he is, mostly because I belong to him too.
After thinking long and hard and organizing ourselves, we decided that the best thing was to raise an article that would talk about how to do a step-by-step web positioning strategy, and not just stay there, also give practical examples and put all the meat in the barbecue.
So I got down to work and the result of that is what you can read in these lines.
Now, since web positioning is so transversal and affects not only the online part of the planning, but the entire business plan itself, I organized the information in two large blocks:
On the one hand how to make a positioning strategy step by step. On the other hand, the five typical mistakes that are made when raising it.
No more, we started, I hope you enjoy it!
How to create a step-by-step SEO strategy?
When considering an SEO strategy I always look at five parts or blocks.
I'm not going to cheat you, I feel an authentic predilection for the number five, you know that it is little less than a magical number in oriental culture, Chinese medicine or even in martial arts.
Frikerías aside, I leave you with the steps to follow. 1st Audit of SEO on and off-page
In practically all my online marketing plans in general, I usually say that the first step is to carry out a classic web positioning audit.
The topic is extensive, in fact, if you want to know more about how to do SEO audits you have an article in my blog, but I'll give you the keys, that of course!
I usually do three differentiated blocks when carrying out a web positioning audit, which are: ► Accessibility
These are points to study that have to do with possible problems that Google may have, not only to reach your information, but also to take it correctly.
Once we have clear what problems there are in the way Google enters and understands the site, we move towards the realization of a complete study of key words, not only in which are the most interesting at all levels (both head and long tail ).
Among the parameters that I like to measure in keywords are the volume (number of approximate searches per month), the competition, the trend and the estimated CPC since, the more CPC has a more interesting keyword, it is usually for the project.
The last block has to do with the Off-page almost completely, since a complete study is made of the links that the project has as well as those of the competition.
Thanks to this we can know if we have a penalizable site first or even if it has already been penalized, what competition we have and how many efforts we will have to make when setting a link building strategy.
Once you complete the entire study you already have a good base of changes to make and a good margin for improvement because, from experience, I tell you: most projects do not have an optimized site, in fact, the normal thing is that you gave a lot. 2nd Competition
Once you have done a first analysis of the links of the most direct competition (that is, those that appear in the search engine above your project), but you have to go much further. ► Defining the competence
It does not matter if you work for a project of your own, in agency or in-company, in the end we all look at the same thing:
Real competition: they are the companies of competition that have more tradition than you, more branding and, in a few words, they are cooler than you today. That is, they are the brands that, when you need something from your sector, come to mind. The clearest examples would be Coca Cola or Pepsi in the soft drinks sector. SEO competition: are the results in the search engine that position on the first page of Google for the main keywords (head tail). Do the test in the case of soft drinks, neither one nor the other appears.
► The points you should look
Except honorable exceptions, when you look at the real competition you look at references in the market, and here the points that must look have to do with your branding strategy and not sales (that will come later).
As you see, in principle it has nothing to do with SEO but it has to do with your company.
In the case of search engine competition, things change, since those results are already selling.
In this case you should not only look at the SEO signals both onpage and offpage level (from the type of content it is to the layout, the number of links or the domains that link), you should also look at something very important: The usability of the page and the site in general.
That is, having traffic is fine, but once you have it, you have to convert it. Strictly speaking, it is not web positioning but, in practice, it is even more important and you should always keep it in mind.
Webescuela Web positioning course 3rd SEO Strategy On-page
Once you have everything audited and the competence studied, you must move to the next block, which is none other than to look at what you are going to do at the SEO on-page level.
Within this, I usually divide it into two different blocks: ► Improvements to the signals you already have
Here all the punctual improvements that you must do in your site to position yourself better, and yes, they have left the audit phase.
To give you an example that happens in most projects: Imagine that you get to audit your project and you realize that you do not have rich formats, obviously, to give all the signals to Google you must put them, but for that you will have to make a schedule and go putting them little by little.
Well, just to this kind of improvements I mean ► Continuous work
Today having a web project that has no basis in its content and having more content each time is little less than suicide, in fact, my most sincere recommendation is that every project must have a blog (corporate or not) associated. The advantages are many, but the most direct SEO is that it allows you to fight for keywords that you could not reach otherwise, and this extra traffic means extra sales.
Well, to get the most out of your site you must have a content editorial plan, and in turn this should be based on keywords, not only in volume but, as we have seen in the keyword part of the audit, also in competition and in CPCs. 4th SEO Strategy Off-page
As a penultimate point, once you have the perfect On-page (or in parallel if you have a lot to do) you must start working the Off-page. A rough way the vast majority of positioning strategy and Off-page actions are based on the same: Try to get quality links ... What changes is the approach to them.
What is a quality link?
For Google to consider a quality link, it must have a series of parameters:
It must come from a relevant domain It must come from a domain that speaks of your same segment It must be contextualized, that is, within the text
If you comply with these three principles, you are on the right track.
► Approaching the links
The following question is usually:
How do I get the links?
And once again, you have three ways to do it:
White Hat: they are kind techniques with the search engine, they are based on winning those links thanks to contributing value, not to liars. Black Hat: they are based on techniques that have to do with the manual or automatic link creation, whether they are paid or not. They are penalizable. Gray Hat: It's right in the middle, let's say we force the machine so that "White" techniques go a little bit more towards the dark or we whiten the black ones.
Depending on your project, you should look at some of them, although at the level of long-term SEO strategy, they tend to win the Gray Hat to a greater or lesser extent.
Finally, not only of SEO we are going to talk about the positioning strategy since, once you start with it, measurement takes on a key importance.
For this, my recommendation is that you use Google Analytics: configure events and objectives and always measure the evolution of the project, at least with respect to the previous month, the evolution in the last 6 months and the difference with the same month of the previous year.
What are the 5 most common mistakes in an SEO strategy?
I'm not going to cheat you: Making an SEO strategy is complicated, much more than you imagine, so I want to tell you the five mistakes that you should always keep in mind so that you do not commit them.
Now, why do I know they are the most typical? Correct, I have committed all of them in ReAplicante, which is my blog and, fruit of this learning, it has allowed me not to commit them with my own projects or with the projects of my clients. 1º That is not aligned with the global strategy
Possibly the most typical error is that the positioning strategy goes on the one hand and the global plan of the company goes for another, and also possibly the one that is going to weigh you the most.
Maybe you think it is not so, but keep in mind that what kills the conversion once you enter a website is dissonance, that is, by communication and advertising of the brand enter with some expectations and these are not fulfilled . There your traffic will be worth little, very little. 2nd That is short-term
All SEO strategy by definition goes to medium and long term, in fact times often scare those who have to make the decision, even knowing that it is the most profitable if we look very forward.
In a market segment without practically competition: you can have a good positioning in about 6 or 9 months, but of course, the traffic will be small and, if you get a segment with a lot of traffic and little competition, my sincere congratulations, years ago I do not run into one of them. In segments with medium competition: you should go to 12 to 18 month plans and, in the case of the most competitive, that Spain repeat insurance, banking, telecommunications and travel all over the world year after year of 24 or even 36 months is a chimera. 3rd That only talk about SEO
As you have seen in this article, web positioning is so transversal that it must be aligned not only with the rest of online marketing, but also with offline marketing, product marketing, press relations or what the company thinks about the company . If you do so, you can find a lot of synergies that will make your SEO strategy have better positioning results in less time, and that's more sales. 4th That does not take into account market trends
In this case I always say the same:
The market is like a river with a series of fish, but the fish are finite. In case you're wondering, the competition is the fishermen and, the more relevance they have, the more and better the canes they will have.
Well, there are rivers that fill more and more of fish month after month, but there are others in which the tendency is to empty them, and you must study in which case you are.
It would be unrealistic to give an estimate of bullish sales in a river that is depopulated, just as you would not be a good professional if you gave a too low estimate in a river that is filling up with cholon fish, right? 5th Do not compare
If you look at several points in this article, I have talked about comparing both the competition and the market itself, and this is really that SEO is something very, very relative.
► Uses SEMrush: A business intelligence and competitive research platform.
Keep in mind that your own web positioning does not depend only on yourself, moreover, almost 60% of the weight of the algorithm has to do with off-page factors, that is, of others, and Google compares you to them with all their factors to see which result is more relevant.
This is very important because in your web positioning strategy there will be times that you have to shorten the gap (the distance in relevance that you have with your competition), and others you will be over or even can be very even.
In most of the occasions this point gives a very good clairvoyance when it comes to facing a project and preventing situations.