How To Create An SEO Strategy To Last
When it comes to SEO, it’s easy to get caught up in the whirlwind of new trends and concepts that seem to be coming out day by day. In some cases, there’s concrete evidence that shows that you should adapt, like the ongoing trends towards mobile use for all websites. In other cases, there’s a question whether you are prepping for the future or pursuing fool’s gold.
This is the wrong way to look at things, though. A lot of the time, it’s not so much trying to choose the trend to follow so much as making sure you are sticking to core evergreen SEO principles.
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Here are some of those SEO fundamentals that should always be incorporated, no matter what.
- Website Navigation
No matter what effort you put into SEO, having a site with a poor structure is going to ruin a lot of your efforts. There are two reasons for this. For one thing, a site that’s difficult to navigate will make it more hard to get conversions when someone comes to your site. This is why calls to action are so important in marketing materials. In addition, things like broken links will always impact your ranking negatively.
Optimization takes a number of different forms, but we’re going to focus on on-site optimization for this conversation. Making sure to fill out essential data on the back end like meta descriptions, alt tags, and title tags are key for putting your keyword in as many appropriate places as possible. In addition, you may need to adjust based on your industry. For example, e-commerce SEO places a higher premium on images than other areas.
- Keyword Research
Of course, all the expert keyword implementation in the world doesn’t work if you’re using the wrong keywords. This can mean misreading searcher intent for your brand, or simply choosing a keyword that has too much competition. An effective keyword research service uses a combination of putting yourself in the mindset of your customer while doing a search, then looking at what other sites in your industry are focusing on. The keywords with high search volume but little use are the sweet spot for your SEO strategy.
Finally, while the SEO monitoring tools may change over time, one thing that you’re always going to need is some form of tracking for your efforts. The main reason for this is that the three sections above and other sections will always have use, but it may be difficult to see if you are using the right approach. For example, a person may running a website may do some outreach in order to get backlinks, but not all backlinks are created equal. Ideally, you want a site with good domain authority as well as enough traffic to regularly create traffic for your content.
Is There Such A Thing As Evergreen Content For SEO?
As you can see, there are basic fundamental pillars of SEO that are likely to stand the test of time, and should be incorporated your strategy. The question is, can the same thing apply to your content? The answer would be yes and no. No, it’s not possible for one single piece of content to give you all the SEO optimization you need. Yes, there is such a thing as evergreen SEO content that can continue to be useful long after it is originally published. In fact, reusing and recycling content can be quite useful.
One effective way to reuse SEO content is to “update it.” You see this very often when it comes to things like pillar pages or those “X Trends To Watch In X Year” articles. For the most part, by using some of the tips we’ve mentioned before, you can come up with keywords that will be relevant for your niche for a long time. The next step after that is to look over the content and see smaller areas where you may need to update, like one part of the content that specifically refers to a time period by name or one piece of information is outdated. There are a lot of pieces that can be left as-is, and still be useful. Generally, the bulk of these articles are focused around helping people with an issue rather than covering topical news or another topic.
The next step is to decide how you want to rebrand the content. Some people may specifically put an updated tag or something similar in the title to let their audience know this older piece is still worth reading, especially if it already has a decent SEO profile. In addition, taking this step allows you to re-share that content on social media channels, exposing it to a new audience.
With this said, effective reuse of content is more than slapping on a “fresh coat of paint.” In some cases, you may be able to use your current content to make headway in a whole new area. For example, it’s possible to utilize articles you’ve written in the past as the foundation for a course or lecture, or even shorten them to create video content. Just give some thought to what channels your audience uses and what your resources are.
While it’s easy to get lost when trying to find SEO success, there are lots of resources there to guide you back on the right path. However, you may need personalized advice instead. In these cases, it’s recommended to try and enlist the services of the best SEO consultant in your city to ensure you’re creating a solid SEO base rather than following SEO fads.