Many factors are involved in SEO success including time which is no doubt a popular discussion point among the SEO community worldwide. There are so many important SEO factors that are involved with higher search engine rankings, too many to get into them all but here are my favourites below:
The length it takes to get results can change wildly from campaign to campaign. These are often due to the following:
- Age of your domain name.
- The current authority of your inbound links to date.
- Current amount of pages on your website that are top performers?
- Competitors and their existing authority.
- The current size of your existing site.
- The ability of the SEO professional to get results.
The above 6 points are fundamental in why some results are achieved in 6-12 months and why at times it takes much longer.
Sustainable and long-term results are a combination of the below. Technical SEO can always be tweaked, new content should be regularly added, page speeds reduced, meta data tweaked for CTR, internal linking improved, updating old content, adding new ways for user-generated content to be added to your website, and so much more.
If your website is not optimised for page speed, user experience, and basic SEO fundamentals like page structure, internal linking, headers, metadata, robot instructions, image optimisation, page speed, and UX just to say the least, well then at that point you are at a substantial disadvantage. Technical SEO creates a bigger tank for the fuel (link acquisitions) to take you further, longer, thus ensuring your traffic becomes more consistent and grows over time.
Technical SEO is key to unleashing your website’s full SEO potential.
Finding the gems that your target market is actively searching for is a must and should be researched by your SEO team monthly at most. Keyword search volume fluctuates month to month so getting down and dirty with tools like SEMRUSH, AHREFS, UBERSUGGEST, Google Adwords, Google Keyword Tool and even Google Search console (to name a few) is vitally important.
The goal is to find keywords with low competition, and medium to high search volume. These are often hidden gems that can reap big rewards for a business.
Is your website producing new content regularly? Are you exploring new functionality like quizzes to engage with your audience? Are you creating a content strategy that is built upon user engagement? Engagement is king, not content alone.
Anyone can create content but having a strategy in place, not only the content creation is far more superior. A simple and effective content strategy could be expanding on a popular topic in your niche or industry. For example Diets. Let’s say you have a page on your website about the most popular diets. 2000 word page. And then you have a link internally to specific diets like:
- Low Fat
So in summary, you have a page on your website like /diets/ which contains 2000 words about popular diets, and why some diets and fads don’t work but that is where you have cut it off. You are leaving a substantially large opportunity on the table. Let me explain.
An improved strategy would be to create more specific pages with internal links to these pages and perhaps even a sub-menu in your top menu navigation with these specific diet pages. Your URLs would look something like this:
Not only have you created more content, but it also is specific which search engines love, created additional URL structure depth, great internal linking and provided a better user experience. You’ve ticked many of the boxes by using a content elaboration strategy into more specific topics.
Start with one generic topic like diets, and then branch off to specialised topics that your target will love, in turn, Google will reward you with increased visitors to your website.
Developing a content strategy is super important. If you don’t know what type of content is going to work – meaning what your target market is searching for and will find valuable, then you’re creating content that is basically like talking to yourself. No one is listening nor engaging with your brand in the form of enquiries or simply, comments posted which are great. Creating blog content and embedding your social media videos from youTube is a simple strategy that works really well. Creating richer content by adding images, videos, and links to podcasts is great at encouraging user engagement.
Keyword research is at the base of a successful piece of content. Make sure you research what content is currently winning in the market and devise a strategy on how you can make a piece of content even better. With every piece of content, you must ask yourself, is this the best piece of content in the area that I can find? Is it the most in-depth? Does it engage with my users? Does it answer the anticipated search user’s intent? Ticking these boxes are going to give you the best possible chances of ranking.
There is so much content on the web already so the line to exceed becomes inevitable further away and more difficult. Content quality, depth, uniqueness, and authenticity are all important themes when developing meaningful content.
Who links to you is like an endorsement. High-quality links are fundamental to a great campaign but more importantly links to your website that you did not have to manually build are even better. Natural link acquisitions work but it takes a content creation strategy and outreach methods to achieve them. High-quality links are not optional, they are mandatory and highly important.
Long term, successful SEO campaigns which outperform competitors are often built on 3 pillars:
1) PR – what buzz can you get started in the industry to attract links? Or can you provide some meaningful content to existing articles on the web in exchange for a link back to your site or article on the same topic (or similar)?
2) Content – As mentioned above, how does it stack against your competitors? No more needs to be said really. Does it engage?
3) Links – Link automation will happen more often once you have the content strategy in place where links are easier to obtain due to your business reach, reputation, contribution, leadership, and innovation within the industry. Most SEO strategies are continuously building links manually which is the hustle until a brand can begin to fly with its own wings.
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