Let’s be realistic.
It used to be enough to stuff a web page full of industry-centric keywords and “Black Hat” tactics to improve your site’s rankings in search results. But now, to no one’s surprise, Google has wisened up and tightened the reins once more.
So what does that mean for your Search Engine Optimization (SEO) campaign?
It means that now, more than ever, it is imperative that your SEO campaign focuses on overall site health. It means that your campaign can no longer rely on keywords alone to get you to the top spot on Google or any other search engine.
Instead, you must strive for a campaign that will give you a lasting return on your investment – one with far-reaching implications for your web properties and visitors, rather than just your keyword rankings. Because while keywords are, undoubtedly, a crucial part of your campaign’s foundation, “where they rank is no more important than site traffic, bounce rate, time on site and pages visited” as recognized by SEO manager David Estey and Google at large.
There’s no crash dieting in digital.
Think of your campaign as you would your fitness routine- you must put good in to get good out. If you expect extreme results, but work too quickly or carelessly to achieve them, you could end up doing more harm than good.
A successful campaign requires long-term thinking, a realistic timeline, and unwavering trust in your SEO specialist or “trainer.” If you’re focused solely on troubleshooting your site’s short-term problem areas and not on the bigger picture, you’ll never gain the optimal results you desire (and deserve!) Consider this more of a long distance run than a sprint.
Warm it up and stretch it out
Take the time to set realistic goals from the start, then continue to work towards them even after the campaign has ended. As with your own personal fitness, it is better to focus on small, attainable goals rather than trying to succeed with a single herculean effort.
- Start by formulating a plan of action that includes both short- and long-term strategies. Work with your SEO specialist for an initial site audit that will evaluate what is working, and where there are opportunities for improvement.
- Give the people what they want (to hear) by discussing your customers’ interests and aligning these with your campaign goals. Add pages that speak to your profitable areas of business and convince visitors to become customers. Aim for a balance between necessary and relevant content- inviting guests to engage with your site, while still providing them with the answers to their questions and search queries.
- Take advice from the pros and implement the on-site recommendations your SEO specialist provides you. It is from here, rather than the day you sign your contact, that the campaign actually “begins.”
- Feel the Burn and recognize that these things take time (and patience) especially after implementing major site changes. Do not expect your rankings to change drastically overnight – or even in the first few months. Instead, expect to see results gradually over the course of the 6 to 12 month campaign.
- Jog Blog it out and reap the Google rewards. Adding a blog and updating it regularly with interesting, share-worthy posts is a great way to engage visitors with your newly-optimized site. If done correctly, this can help enhance your SEO efforts.
- Get a new scale to measure the success of your campaign. Rather than focusing entirely on your rankings, look for growth in Key Performance Indicators (KPIs) such as organic web traffic, pages viewed, tasks completed, etc. By recognizing the gradual success in these areas, you will gain a better understanding and appreciation for your campaign’s progress.
The finish line is near-ish, but you can’t stop there!
You wouldn’t drop the dumbbells and step off them treadmill as soon as you saw results in the gym, would you? No, you would continue training and maintaining your good health.
Treat your campaign the same way! Continue to focus on your overall site “fitness” by optimizing and updating your site regularly – even after the official campaign has ended. Aim for results that can be sustained over time, and you will continue to reap the rewards. Healthy site, happy… Google.
