SEO without a strategy can be a deceptively long process, and you might find yourself going in circles.
There’s a widespread opinion that if you create a lot of content that is helpful enough, you will inevitably rank for relative keywords.
I don’t ever “do SEO” but rank on most of the keywords I care about. Our website is bad but what we did was to create a lot of content across many channels. Instead of “doing SEO” focus in helping as many people as you can.
I cannot stress out enough that this is bad advise.
Whereas you might get lucky and indeed rank high for relevant searches without putting much effort, generally that is not the case. The position of your website in the SERPs (Search Engine Result Pages) greatly depends on the level of competition from other websites that rank for the same keywords (which most often happen to be your competitors).
And even if you manage to rank well enough without any SEO effort, still it’s hard to imagine why you wouldn’t like to maximize your potential. Moving higher even one position on Google can bring tremendous outcomesin terms of organic search traffic.
Our 3-Step SEO Strategy
Our process focuses on improving all aspects of SEO, such as on-page, off-page and technical SEO while using data to guide our decisions.
- Step 1: On-Page Optimization
- Step 2: Keyword and Content Strategy
- Step3 : Off-Page SEO
1. On-page optimization
This step is one of the first things that we do when starting to work with a new client.
In a nutshell, we want to make sure that all your website pages are being crawled and indexed properly and any automatically generated nonessential pages or other assets are non indexable.
Moreover, at this stage we optimize your pages’ html tags and metadata in order to give Google a clear picture of the information structure and purpose of each page. The same applies to the overall website and url structure.
2. Keyword and Content Strategy
Once we make sure that the on-page SEO is optimal, we move on with the keyword strategy.
In this phase we create a plan and prioritize the keywords that we want to target and rank for. This is a structured process in which we take into consideration the different stages of the customer awareness funnel, and research possible searches and keywords that fall under the decision stage, information stage and awareness stage of your potential searchers.
For each category of searches we research keywords, search volumes and the difficulty to rank for them. At the end of the process we have a variety of long-tail keywords (lower difficulty, higher CTR, lower search volume) and short tail keywords (higher difficulty & volume, lower CTR) that we want to target for each stage of customer awareness.
With this information at hand, we then create a content-keyword map where we prioritize the keywords we want to target first and we evaluate the corresponding pages that we try to rank for these keywords using a variety of methods and tools (such as difficulty, title and content grading, search volumes etc.). Having this map will further allow us to prioritize the content we want to create next and provides a structure for measuring its SEO outcomes.
3. Off-page SEO (Link building)
This is another important SEO factor and one of the best ways to increase your DA (Domain Authority) – a metric which among other things is an indicator of how high you rank on Google compared to other websites that rank for the same keywords.
Essentially it’s building links to your website from other authoritative websites, and it also helps bring referral traffic to your site and with overall branding. The way we help facilitate link building is by analyzing the websites of competitors and identifying authoritative websites that are interested in linking to similar services or content as yours.
There are different techniques to do that, from asking these websites for guest posts, to finding broken links and suggesting their webmasters to replace them with relevant links from your own website or blog.
Our toolset consists of Moz Pro, which we use for backlink analysis, on-page SEO and keyword strategy (together with the Screaming Frog spider). In our and other people’s opinion it has the best datasets and over the years it has become one of our favorites, plus we love the Moz brand.
We also use Ahrefs, mostly for off-page SEO (there’s a link profile comparison feature that comes handy). So by working with us you also get to base your actions with data and insights from these subscriptions at no extra cost.