Do You Need a New SEO Strategy?

Marc Avila

Once you’ve done your research and developed a strong SEO strategy, it’s tempting to implement it and let it go. But SEO is a living, breathing thing: As you update your website and product offerings, and as search engines update their algorithms, your website’s search ranking will likely change. Keeping your SEO strategy one step ahead of search engine updates requires constant vigilance.

How to adjust your SEO strategy so it remains successful now and in the future:

Start Your SEO Strategy from Scratch to be Successful. “Before you can implement the proper SEO strategy, you have to identify the right keywords for your website. Otherwise, you can put a lot of time and effort into ranking for keywords that your target audience do not use, which can get you a lot of traffic but not the conversions you need to be successful. Google offers a free keyword tool to help with your research, and there are several paid options  available. Perform extensive research on potential keywords, noting both their local and global search volume and the competition for them. Ideally, you want to target keywords that have a moderate to high search volume but not an overwhelming amount of competition.”

The Missing Link: Merging Social Media With SEO. Foxtail Marketing: “Using the right keyword can make a world of difference on your site, blog post, and ad campaign, so it shouldn’t be a surprise that keywords matter in your social content too. Always make sure that your content is easily searchable. If you post something on Facebook, centralize it around one topic/keyword. Similarly, on Pinterest, a great way to rank higher in the SERPs is by incorporating keywords into your pins and your boards. You can follow this same logic for YouTube videos, by placing the correct keywords in the description of the video.”

Panda 4.2 Complicates SEO for Ecommerce Sites. Practical Ecommerce: “Regardless of the reason that the rollout is slower this time, the result is that it will be difficult to trace the impact of Panda 4.2 to your site’s organic search performance. In the past, a quick Panda algorithm rollout resulted in a sudden drop in Google search performance if a site was impacted. Tracing that drop in performance to the specific date of the update at least allowed affected sites to understand the source of the issue. Panda 4.2 would string that performance decrease over several months, and also perhaps with different pages seeing a decrease in performance at different times. The resulting trend in web analytics could be a long slow slide down as opposed to the sharp, sudden decrease we’ve been used to seeing in the past.”

Why Infographics are the Secret to Super SEO. The Next Web: “Infographics tell stories even better than text-based content. So this begs the question: if stories do so much good to text-based content (I mean, we see case studies generate lots of engagements all the time on Groove Hq’s blog), how much more could infographics generate?…Back in 2012, Matt [Cutts] mentioned in an interview that Google may have to devalue links from infographics. But really, you’d notice from that interview that he was only referring to links that automatically show up when folks post an infographic on their site via embed codes. Google may see that as a spammy tactic.”

Hey SEOs, Check Out This New White Hat Method to Pay to Rank on Keywords You’re Targeting Organically. Search Engine Journal: “Google just made a massive, global update to Dynamic Search Ads (DSA), essentially re-writing this once previously mediocre Ads offering to add a powerful organic insights element to drive more relevant ads….I think it’s interesting because SEOs create content in hopes of ranking for particular keyword searches, but the rankings don’t always materialize right away (or possibly never). By leveraging DSA and paying to rank on the keywords you were hoping to rank for, you could gain valuable data in terms of understanding which pages generate the most conversions, sales or leads, allowing you to prioritize your SEO, conversion optimization efforts and other traffic generation efforts.”

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