Today, in many organizations, SEO’s role as a strategic business driver, SEO is much more than tactics, hacks and tools. SEO is often thought of as magical, behind-the-scenes trickery or manipulation of algorithms. However, if you break SEO down into its main components, it looks a lot less intimidating.
Let’s itemize three ways that SEO has strategic impact and they don’t involve trickery or manipulation
1. On-site Optimization
It is all about structure, content and layout of your site. Google and other search engines crawl your site to get an understanding of what it’s about (and how authoritative it is), so the information it finds on your website can have a big impact in how it ranks pages on your site for relevant search queries.
Here are some of the most important considerations for the on-site SEO of your domain:
• The title tag (per page)
• The meta description (per page)
• Site navigation.
• Internal linking.
• The URL (per page).
• Relevant, unique content (per page).
• Site speed and performance.
• Site security.
2.Ongoing Quality Content.
The biggest component of your on-site strategy is the ongoing component–the content you continue to produce for the life of your brand, which forms your content strategy. Suppose you have successfully optimized your site, improve all site performance issues. You worked on each page to improve its relevance, significance, and uniqueness.
Your content gives you a platform for conversion by including call to action at the end. It act as fuel for social media and email marketing campaigns. Your content shows off your expertise, helping users trust you.
For SEO, Content plays a variety of roles:
•It increases the number of pages of your site that can be indexed in Google.
•Every new blog post you publish is more content for Google to index on your site, and another potential search listing leading people to your domain–if your content’s quality is high enough.
•Having a regular flow of content also looks good to Google, giving you a boost in the search rankings.
•If your articles are frequently linked to and shared, they’ll be displayed higher in search engine rankings–but I’ll touch on that in my final point.
Your content should be useful, original, well-researched, insightful, properly formatted, appropriately written, free from error, relevant for your audience, and fun or engaging to read.
3. Off-site Authority Building.
After on page optimization, the next strategy should be focused on off-site authority building, meaning building a presence and relationships on external sites and platforms. The more inbound links you have pointing to your site from high-authority sources, the better your perceived authority, and the higher your website will rank in search engines. You can earn a penalty if any links deemed irrelevant, spammy, or unnatural.
Focus on earning links that you naturally attract through your content strategy. People want to share and link to great content, so if you publish truly great content, it’ll attract inbound links. Guest posting, social media syndication, and influencer marketing are all tactics you can use to get your content in front of more people and widen your authoritative reach–but remember, it all starts with good content.
Conclusion: Prioritize these three items of search engine optimization, with content quality always at the top of your priority list, and you should have no trouble building your company’s visibility in search engines. In on-site optimization, ongoing content, and even off-site authority building, there’s one quality that permeates and underlines the success of an SEO campaign at every turn: great content.
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