There are many strategies. Depending on how you look at it, we use dozens of them. After we understand your business, market, goals and get you set up (see process here) we focus a lot of our attention on keyword research. Why? The more high-volume keywords you are able to rank for, the more visibility you have on search engines and the more authority your site has. Keyword research provides the potential for exploiting competitors’ weaknesses, and can fast-track your path to ranking higher, if implemented correctly and consistently.
There is no one size fits all approach. Our strategies are truly formed on a case-by-case basis, but lots of times our client is in a position where we can use the following strategy to our advantage. Developing and implementing SEO strategies requires extensive research, technical know how, and consistency. Generally, it includes strategy and implementation across these areas:
Here is a look into a common SEO strategy that works for our clients, especially one’s in less competitive and sophisticated markets (majority):
Find keywords with traffic potential
The first step in targeting keywords is to find keywords that potential customers are searching for by identifying keywords that are actually being typed into Google, as targeting keywords that aren’t being searched for won’t bring traffic even if you rank number one. Now, we have identified which keywords we want to rank for – but it’s a bad idea to try and rank for those if you have no authority yet.
Research competitors’ pages that get the most traffic
To optimize your SEO strategy, it’s important to analyze which of your competitors’ pages get the most traffic, to understand what type of content and keywords they are targeting.
Leverage Keyword Research Tools
We use Ahrefs (LINK) for this. It’s the top keyword research tool out there…and it certainly commands that price.
Analyze keyword value for your business
Some keywords that your potential customers are searching for are more valuable for your business than others, as they can drive more traffic and conversions.
Check ranking difficulty
When building your keyword strategy, it’s important to take ranking difficulty into account as it varies for different keywords, though it doesn’t mean avoiding those that are harder to rank for, but it should be considered. It becomes much easier to rank for keywords when you have developed authority. If your website currently gets no traffic, has no quality backlinks, and is not optimized, there is a high chance you have next to no authority. We build this for you as time goes on.
Analyze keyword quality
If the top-ranking pages for your keyword, for example for “best HVAC” are high quality, it will take more time and effort to compete with them. It will require a lot of effort and resources to create content that is of similar quality. So, we target less difficult keywords initially, and over time build up to the big dogs. This takes consistent effort (content, backlinks) and a strategic angle.
Putting it all together
Creating a keyword strategy from this process means combining everything into one cohesive strategy. It’s important to make sure you are actually taking advantage of the keyword opportunities you found. This only works with someone creating and publishing content for you at least on a monthly basis. Google will not just automatically start ranking you, if you don’t feed it what it needs.
Building authority and position yourself to rank for more valuable keywords (higher monthly search volume and stronger intent) takes time. Once you build the foundation, it can take an exponential trajectory; the next marginal difficult keyword to capture will take less time when you have authority.
Put as simply as possible, we start capturing low difficulty keywords. We begin to build momentum, and move up a tier. Rinse repeat until we are controlling market share.
At this stage your business will be ready to expand as the demand for your business’ products will be present.