SEO Strategy for 2022 – This is a cliché among digital marketers: search engine optimization (SEO) is not what it used to be.
Here’s a real statement you don’t hear often: your SEO strategy for 2022 shouldn’t be keyword-focused.
Today, most businesses understand the basics of SEO and why it’s important.
However, when it comes to developing and implementing a sound SEO strategy for your business, creating content only for the keywords your customers are searching for is both difficult and misleading.
In this post, we will explain what an SEO strategy is and how you can create your own to help you achieve your content marketing goals.
Table of Contents
What is an SEO strategy?
SEO strategy is the process of organizing a website’s content by topic to improve its appearance in search results. It’s basically the process you follow to maximize your chances of gaining organic traffic from search engines.
Having an SEO strategy is important because it keeps you on track when it comes to content creation. Instead of just creating what you think people are searching for, your strategy will ensure that you’re creating content that people are searching for.
For content marketing, SEO strategy is an important piece of the puzzle because it is how your content will be seen in the first place, especially in search engine results pages ( SERPs). If your content is scattered and disorganized, it will be more difficult for search engine bots to index your site, identify your jurisdiction, and rank pages on your website.
Mobile SEO Strategy
Mobile SEO is an important factor to keep in mind when creating your overall strategy. Optimizing for mobile involves making sure your website and its content is available and accessible to mobile visitors, so they can have the same experience and get the same value as the desktop browser.
Mobile optimization is extremely important, as Google practices mobile-first indexing. This means that instead of crawling your desktop site, the algorithm will use the mobile version of your site when indexing and ranking pages for the SERP. Additionally, 61% of Google search queries in the US occur on mobile devices. So all things considered, your SEO strategy will not be effective without prioritizing mobile optimization.
While this is not an entirely separate process, there are distinct considerations for mobile SEO such as page speed monitoring, responsive website design, local SEO, and content creation. high quality, no matter what device it is viewed on.
What is SEO?
Search engine optimizers (SEOs) are people who optimize web pages to help them rank higher on SERPs and get more organic traffic. In essence, an SEO is a highly specialized content strategist that helps businesses uncover opportunities to answer people’s questions about their respective industries.
There are three types of SEO that an SEO strategist can focus on:
- On-page SEO: This SEO focuses on the actual content on the pages of the website and how to optimize that content to increase the website’s rankings for specific keywords.
- Off-page SEO: This SEO focuses on links that lead to websites from elsewhere on the internet. The number of backlinks a website gets from reputable sources helps you build trust with the search algorithms.
- Technical SEO: This SEO focuses on the backend architecture of the website, like the website code. Google cares as much about the technical setup as the content, so this placement is important for rankings.
Remember that every business has different goals, so it’s the SEO’s job to examine their industry, identify what their audience cares about, and develop a strategy that gives them what they’re looking for. search.
Below, we’ll cover some of the steps you can take to make sure your SEO strategy helps you succeed.
SEO Content Strategy
- Make a list of topics.
- Make a list of long-tail keywords based on these topics.
- Build pages for each topic.
- Set up a blog.
- Create a consistent blogging schedule.
- Create a link-building plan.
- Compress media files before uploading them to your website.
- Stay up to date with SEO news and best practices.
- Measure and track the success of your content.
1. Make a list of topics.
Keywords are at the heart of SEO, but they are no longer the first step to achieving organic growth. Instead, the first step is to make a list of the topics you want your content to address.
To get started, compile a list of about 10 words and terms related to your product or service. Use an SEO tool ( Google Keyword Tool, Ahrefs, SEMRush, or GrowthBar just to name a few) to research these words, determine their search volume, and come up with the right variations for Your Business.
This way, you’re linking these topics to popular short-tail keywords, but you’re not dedicating personal blog posts to these keywords.
Let’s say a swimming pool business is trying to rank for “fiberglass swimming pools,” receiving 110,000 searches per month. These short-tail keywords can represent the overarching topic of their content creation, but businesses will also need to identify a range of related keywords to include in their content. For example, they may choose to use “fiberglass pool rack” or “fiberglass pool rack” to gain additional rankings for the overall keyword fiberglass pool.
Using search volume and competition as a metric, you can create a list of 10-15 short-tail keywords that are relevant to your business and are being searched for by your target audience. Then rank this list based on monthly searches.
Each keyword that you have identified is called a pillar, and they serve as the main support for a larger long-tail keyword phrase, which we will discuss below.
2. Make a list of long-tail keywords based on these topics.
In this step, you will start optimizing your pages for specific keywords. For each pillar you’ve identified, use your keyword tool to identify 5 to 10 long-tail keywords that dig deeper into the original topic keyword.
For example, we regularly create content about SEO, but it is difficult to rank well in Google for such a popular topic with just this acronym. We also run the risk of competing with our own content by creating multiple pages that all target the same keywords – and potentially the same SERPs. Because of that, we also create content about doing keyword research, optimizing images for search engines, creating an SEO strategy (which you’re reading right now), and other sub-topics in the box. SEO.
This helps businesses attract people with different tastes and interests – and ultimately creates more entry points for people interested in what you have to offer.
Use your long-tail keywords to create blog posts or websites that explain specific topics in your chosen pillars. Together, all of your long-tail keywords will create a cluster around an important topic. Search engine algorithms depend on relationships between clusters to connect users with the information they are looking for.
Think of it this way: the more specific your content is, the more specific your audience’s needs are, and the more likely you are to convert this traffic into leads. This is how Google finds value in the web pages it crawls – pages that dig into the inner workings of a general topic are considered the best answer to one’s query and will rank higher rank.
3. Build pages for each topic.
When it comes to websites and search engines ranking, trying to get a page to rank for some keywords can be impossible. But, this is where the rubber meets the road.
Use the basic topics you’ve come up with to create a page or post that provides a high-level overview of the topic using the long-tail keywords you devised for each cluster in step two. Essentially, these pillar pages can be a table of contents, where you give a description of the main topic and brief the reader on the subtopics that you will explain in other posts.
Ultimately, the number of topics on which you create pillar pages should coincide with your business needs, like the number of products and services you have. This will make it easier for your potential customers and customers to find you in search engines no matter what keywords they use.
4. Set up a blog.
Blogging can be an amazing way to rank for keywords and engage your website users. After all, every blog post is a new web page and an additional opportunity to rank in the SERPs. If your business doesn’t already have a blog, consider creating one.
As you write each blog post and expand across your clusters, you should do three things:
- Don’t include your long-tail keyword more than three or four times throughout the page because Google doesn’t review exact keyword matches as often as it used to. In fact, too many instances of your keyword can be a red sign to search engines that you are keyword stuffing to gain rankings and they will penalize you for this.
- Second, always link to the pillar page you created for your themes. You can do this as a tag in your content management system (CMS), or as basic link text in the body of an article.
- After you publish each blog post, link to it in the main pillar page that supports the subtopic. By connecting both the pillar and the cluster in this way, you’re telling Google that there’s a relationship between your long-tail keyword and the overall topic you’re trying to rank for.
5. Create a consistent blogging schedule.
Every blog post or website you create doesn’t have to belong to a topic cluster. It’s also valuable to write about further topics of interest to your customers to build credibility with Google’s algorithms.
With that in mind, blog at least once a week. Remember that you are blogging primarily for your audience, not search engines, so research your target market and write about things that interest them.
It can be helpful to create a content strategy to stay consistent and focused on your goals.
6. Make a link-building plan.
The topic cluster model is your go-to route in SEO, but it’s not the only way to get your site’s content to rank higher once it’s been created.
While our first five steps are specific to on-page SEO, link building is the primary goal of off-page SEO. Link building is the process of attracting inbound links (also called backlinks) to your website from other sources on the internet. As a general rule, sites with more authority to link back to your content have a more significant impact on your rankings.
Take a moment to think about all the different ways you can attract incoming links. Maybe you’ll start by sharing links with local businesses in exchange for links to their own websites, or you’ll write a few blog posts and share them across social media platforms. different society. You can also reach out to other blogs for guest blogging opportunities through which you can link back to your site.
7. Compress media files before uploading them to your website.
This is a small but important step in the SEO process, especially for mobile optimization.
As your blog or website grows, you will inevitably have more relevant images, videos, and media to support your content. These visual assets help grab your visitor’s attention, but it’s easy to forget that these files can be huge. Since page speed is an important ranking factor, it is important to keep an eye on the size of the media files that you upload to your website.
The larger the file size, the harder it is for an Internet browser to display your web page. It is also more difficult for mobile browsers to load these images because the bandwidth on their devices is significantly smaller. So the smaller the file size, the faster your website will load. But, how do you compress images while keeping the quality?
You should consider using a compression tool to reduce the file size before uploading images, videos, and gifs. Sites like TinyPNG compress images in bulk, while Google’s Squoosh can shrink image files to microscopic sizes. However, you choose to compress your media, keeping files in the kilobyte (KB) range is a general rule.
8. Stay up to date with SEO news and best practices.
Just like marketing, the search engine landscape is always evolving. Keeping up to date with current trends and best practices is an important strategy, and there are many online resources that can help you do so. Here are some resources to check out:
9. Measure and track the success of your content.
SEO can take a lot of time and effort, and because of this, you’ll want to know if your strategy is working. It’s important to track your metrics to understand the success of the overall process and identify areas for improvement.
You can track your organic traffic using your favorite web analytics tool, or create your own dashboards using Excel or Google Sheets. Additionally, tracking your pages indexed, converting, ROI, and ranking on the SERPs can help you realize your success as well as identify areas of opportunity.
Once you’ve created your SEO strategy, you should also develop a process to continue optimizing for new keywords and growing search intent. Here are some steps you can take.
1. Your content optimization history.
Take a moment each month to update old blog posts with new and updated information to continue ranking in the SERPs. You can also use this time to add any SEO best practices that weren’t initially addressed, such as lack of image alt text.
2. Pay attention to changing keywords and new search intent.
After a few months, monitor how your blog posts are ranking and for which keywords they are ranking. This can help you tailor your subheadings and copy to take advantage of new search intent that your audience may be interested in.
3. Add more editorial value to your old content.
Sometimes, you will find that a post is completely outdated. In this case, you should go beyond the average historical SEO update and do a full refresh. You can do this by updating outdated information and statistics, incorporating new sections to add depth, and adding citations or original data to give posts lots of traffic. more introduction.
4. Create a monthly content plan.
To keep up with your SEO strategy, it can be helpful to create and refine a monthly content plan. You can put it in a spreadsheet and your teams can track it accordingly. The list below is an example of a monthly content plan that takes into account the steps above.
Monthly SEO plan
- Take the time to research keywords related to your industry.
- List blog post ideas leveraging opportunistic keywords.
- Identify blog posts that can be updated or refreshed.
- Identify other SEO opportunities, such as holidays.
- List content ideas in the Search Insights Report.
- Assign content to your team.
- Monitor progress at the end of each month.
With a monthly SEO plan like the one above, plus tracking material like a search insights report, you can build and execute an effective SEO strategy. You can also identify and capitalize on low-performing topics for discussion related to your industry.
Create a strategy that supports your business goals
Ranking in search engines can be difficult. While it may seem tempting to create content that focuses on high-traffic keywords, that strategy may not help you achieve your business goals.
Instead, choose to create an SEO strategy that helps you address your individual business needs, like increased customer acquisition, for greater marketing success.