Many different focal points, measures and ways that you can take in website optimization (SEO & content marketing). It is precisely this diversity that is often the greatest challenge at the beginning: What do I even start with? What is the biggest lever? How/What are my users looking for anyway? Should I first optimize the crawl budget (what is that anyway?) or do I create a blog first? All of these questions will answer themselves if you first create an SEO strategy instead of just starting out haphazardly. We would like to support you competently and effectively with many years of experience.
What is an SEO concept/strategy?
As an SEO, there are two ways you can understand an SEO concept:
- An SEO concept can be an SEO (text) briefing: The content basis for a single piece of content – keywords, search intent, content structure & Co.
- An SEO concept can be synonymous with SEO strategy: the foundation for your long-term SEO measures.
Today I’m going to talk about the second type of “SEO concept”, i.e. the SEO strategy.
Content of an SEO strategy
An SEO concept consists of different parts. Roughly speaking, the following building blocks are essential in every SEO strategy:
- Status quo
- Technology / Onpage
- Off/On page
- Keyword Research / Topic Research
- Competitor Analysis
- Action plan
What are your goals for your website?
As a rule, the SEO goals are based on the general company goals. Goals can be of a very different nature and depend both on the age of the company (new to the market or already established for decades) and on its business model. Classic SEO goals are:
- (Organic) sales (e.g. in online shops)
- (Organic) leads (often in the B2B environment, with service providers or high-priced products such as real estate)
- (SEO) traffic
- certain positions for certain keywords (often there are individual keywords that are particularly profitable or that are important to the managing directors)
- Visibility (not a good (single) goal in my opinion, as visibility on its own does not necessarily correlate with traffic, much less with revenue)
Elevate the status quo
The status quo describes the current state of your website or your search engine optimization:
- Where are you currently?
- At what “optimization level” is your SEO?
I’m not going to go into depth on the status quo yet. It’s more about determining where it makes the most sense to start: Where are the biggest levers hidden? These levers can be very different depending on the side.
Keywords and rankings
When you’re just starting out, the status quo can be that you don’t even have any SEO landing pages to rank for. Or you are even one step ahead. The first thing to do is determine what terms your potential customers are using to search for you.
As a small rule of thumb, the smaller (or more niche or newer) a page is, the more likely it is that a large part of the SEO strategy is based on keywords, landing pages, and content. That is also quite logical: If you do not yet have a content base with which you can be ranked, then even the best loading time will not help you.
Content / Onpage
Here, too, the SEO strategy is not yet about putting the website through its paces, but rather about a short check in order to prioritize the on-page measures:
- Are there technical no-gos that need to be fixed immediately so that a ranking is even possible?
- Which other construction sites are already noticeable and how important is their importance?
How important or dangerous backlinks can be is a hotly debated topic in the SEO industry. I don’t want to say much more than three things at this point:
- Yes, links are important (especially for new pages).
- No, I don’t think it makes sense to do active link building through an agency.
- Yes, backlinks can be harmful. (Do not buy backlinks, it’s against Google’s Guidelines!)
Keyword research & competitor analysis
The area of keyword research and competitor analysis usually goes hand in hand with the content status quo of the SEO strategy. Here’s how to find out:
- For which keywords do your competitors rank with which pages and how do they achieve this?
- Which keywords are actually worth it?
- Which keywords should be covered on which pages?
- How do you optimize existing SEO landing pages?
- What priority do which pages have (keyword: threshold keyword optimization, search volume, and competition)?
Here we manually find topics that your potential customers are really looking for. For this, we spend a lot of time in the Google search and create a list of topics that are interesting for your niche. We also determine the search volume and the competition of these topics.
When we have found a “winner” that is frequently searched for and has little to no competition. Let’s use this topic to create targeted content on this basis, with which you are guaranteed to achieve a high ranking in the shortest possible time.
Topic research can be very time-consuming, but manual research is the most effective research method out there. Because we are searching for real questions, that people are actually searching for in your industry.
Action plan and roadmap
In my opinion, at the end of the SEO strategy, an action plan is needed – and this is where the circle closes to the beginning. Always ask yourself: How much does this or that measure (probably) contribute to my goal? This helps you tremendously to prioritize your SEO measures properly. At the same time, you can record directly who is responsible for the individual steps and how much (time) budget they require.