To implement a successful SEO campaign, you need to have technical knowledge in the field, especially those that make up on-page and off-page SEO. You need to know the steps to take to improve the quality of your website in the eyes of the search engine, drive up page visits and customer conversions. You need to invest in the time to take care of your SEO campaign, review performance and improve its effectiveness. Businesses who are new to SEO or need guidance to implement strategies and track the campaign often engage an SEO agency. This allows them to shift the work to digital experts with years of experience so that they can focus on other aspects of the business internally.
SEO campaigns differ across businesses and industries. Any SEO agency you engage with will offer several campaign packages depending on your needs. Strategists will recommend the best option after running audits of your website to fully understand the areas that need improvement.
Here are the key components that SEO agencies include in their campaigns:
At the heart of a successful SEO campaign is the words that make up the web content. You must narrow down the appropriate topics and keywords relevant to your business when creating the content on your site. It should not just inform the audience but also entice them to trust your brand and visit your page. Why is this so?
When someone types in a query on a search engine, they are given a list of results to choose from. The webpages that are ranked on the first page are those that are most relevant to the search query because they hold content optimised with the right set of keywords they know their customers are searching for online.
Therefore, writing content using relevant topics and targeted keywords is important, which your SEO agency will develop a content strategy for.
The aim is to optimise your web content with keywords with high search volume to channel traffic to your website, while also tapping on long-tail phrases with narrow search intent (useful for niche markets) to drive more conversions.
On-page SEO simply refers to optimising the web content and other aspects of the website (i.e. HTML source code) for search engines and the users. (In contrast, off-page SEO refers to actions you take outside of your website to boost its SEO.) Creating content using targeted keywords is one example of on-page SEO, as we have shared above. Other aspects include optimising title tags, metadata and URLs with keywords, as well as boosting internal links, fixing webpage errors and more.
Here are some examples of what your SEO agency will implement to strengthen your on-page SEO:
1. Optimise title tags and metadata
2. Optimise URL names
3. Review site structure
4. Set up search engine analytics
5. Solve 301 redirect errors
6. Set up user-friendly 404 pages where required
Connecting with third-party websites are useful to push out your brand to a wider market. This can be done by including external – or outbound – links to high authority sites, such as those of your clients or business partners. You may achieve this by publishing testimonials, video reviews or other content where you can engage with these partners. You can also submit guest posts to strong websites to push out your products or services, and include a backlink – or inbound link – to your site. Backlinks, an off-page SEO strategy, are important for search engine algorithms to understand your site better, which allows you to improve the authority of your site.
Whether they are inbound or outbound links, you must ensure that these sites are of high authority as low-quality links will only hurt the performance of your website on the search engine.
As we have mentioned above, your web content plays a critical role in strengthening the SEO of your website. This is underpinned by a proper content strategy that provides information to current and potential customers and is well optimised to drive traffic from search engine results pages. A successful content strategy is one that is continuously updated, relevant to changing trends and written with optimal quality. It will also be helpful to check in if the optimised content is bringing in the results you want – if it is not, you will need to rework the content or the strategy.
The strategy must also fit seamlessly with the web structure, so visitors can easily navigate through your site to get the information they need. This is especially important for those who are already considering your product or services but need more information before confirming a purchase. This group of visitors may also make inquiries. Inquiries are excellent leverage for businesses to market their goods and services. As part of your campaign, you can track these inquiries to know what the customers’ frequently ask – which make perfect content for an SEO-friendly Frequently Asked Questions page – and find out what discourages them from completing a transaction. That way, you can work on improving your website and the products/services that you offer.
The most important aspect of SEO is reporting and auditing. These are important touchpoints to tap on to track the progress of your SEO campaign against set timelines to record accomplishments, failures, and improvement areas.
By comparing the results of your report to your initial website audit, you can check if your online traffic and visibility have improved during the course of the campaign.
Your website is a tool to foster a strong online presence. The right SEO campaign tools will make the journey smoother and well-managed. Always keep in mind that competing in the online arena is not only about writing good content but also having a strategic online marketing plan. An appropriate SEO agency will guide you in every step of the way.
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