Every new SEO campaign needs a full audit of your website, clear goals, and determination as if this is your first ever improvement plan. You need additional services and tools, and a team of people that are knowledgeable in keyword research, link building, etc.
There are many steps to take, and we’ve decided to help by grouping them in an easy-to-understand guide. We will touch on 2021 trends, SEO marketing campaign implementation and management, pillar strategy, and many more topics.
Step 1: Current Situation Analysis
Before launching any marketing campaign, you need to know where to go. So, it’s time to analyze your website. To be more precise:
See if the site needs design changes.
We’re sure the design development took a lot of time and effort. But if it’s been a couple of years since the launch, maybe it’s time to freshen things up. Consider hiring a specialist who will tell you what solutions will benefit the design in 2021.
Maybe it needs UX changes
Do you know that this year, the hottest topic is mobile focused SEO? If your site isn’t adjusted for viewing from smartphones, you’re losing almost 50% of traffic. Also, consider the layout and customer support, as well as other user experience elements.
SEO proxies are an intermediate between you and your target website. It hides your IP and allows you to complete your SEO tasks without getting blocked.
Switch to a more modern platform
If you’re using HubSpot, WordPress, or Marketo, you’re good. But in case you’re based on another platform that is outdated and old-fashioned, consider changing it to a more modern one.
Step 2: On-Site and Off-Site SEO Audit
To combine the results of past and current optimization strategies, you need to analyze:
- All meta titles and URLs to avoid duplicates and adapt to the new algorithm changes;
- Technical difficulties if any. Check the Robots.txt file and use Google Search Console to analyze accessibility issues;
- Whether you have any 404ed pages. If so, create 301 redirects or creative messages, guiding users to the Search feature or the main page.
- Backlink portfolio to detect any spammy links and see gaps where you need to build new ones. com describes the process best.
Step 3: Topic and Keyword Research
First of all, for an accurate SEO campaign strategy, consider what topics you’ll be covering within it. To get ideas, ask yourself:
- What kind of value do I offer?
- What message does my website carry?
- What is my target audience looking for?
- What do I have to write about to close gaps?
When you have a list of topics, look for keywords that match them. You can use Google Search predictions, Ubersuggest, or SEMrush to aid the search.
Pay attention to the keywords you’re already ranking for. If you need a higher ranking, think about a fresh approach with additional long-tail phrases. Consider going for keywords with a higher search volume.
Also, research long-tail keywords for pillar pieces (on that in the next section).
Step 4: Build a Structure with Pillar and Cluster Content Examples
The long-tail keywords are for blog posts or pillar content.
What is pillar content?
These are long-form articles about the main topic of your campaign. Don’t worry about the claims that long posts don’t attract lots of people. First of all, if it’s written well, people will read it, staying on the website for a longer time.
Then, Google AI will soon be able to understand every paragraph of your text, indexing them one by one. So, combining all the subtopics in one large guide is a good idea.
Then, you will have to build topic clusters around it, linking to the pillar piece within every supporting page. These clusters will explain all subtopics one by one. Thus, you’re providing lots of easy-to-understand content, and have a higher chance of ranking for more keywords.
Step 5: Implement the Strategy On-Site
Here are the main elements to remember about:
- Creating meta tags for every new page and potentially substituting the old ones to match user search intent better;
- Fixing technical and accessibility issues we’ve talked about before;
- Create pages for pillar pieces and upload them;
- Create cluster pages where necessary, but make sure to check your old posts and see if they can be optimized to match the main article. Add keywords, tidy up the structure, and you have an x10 chance of ranking higher;
- Link to the pillar content in every smaller article.
Step 6: Implement the Strategy Off-Site
Backlinks are another giant process to optimize:
- Check for toxic links from spammy websites, as well as all other mentions you don’t receive value from;
- Disavow them with the Google tool with the same name;
- Create high-quality backlinks to old and new content to draw traffic and increase ranking.
There are many methods you can use to get backlinks. First of all, by creating high-quality articles and visuals, you’ll get natural inbound links. There’s also an option of offering guest posts, looking for unlinked mentions of your website, and asking for a link on the same websites your competitors have references on.
You can also hire a special link-building service. Find more info about the opportunities optimization experts have for your new campaign!
Step 7: Work on Local SEO
Step 8: Monitor Results
Now that the job is done, your responsibility is to review the goals you’ve stated before the launch and monitor how the strategy helps you move towards it. How to do it?
Use the same digital tools, including:
- Google Search Console;
- Moz, etc.
We’ve tried to insert as much information as possible in this brief guide, hoping you would benefit from such a digest. Prepare for the new SEO campaign well, don’t neglect audits, and always follow the freshest trends to improve your website!