Industry insight up front is pivotal to the success of your SEO strategy. From the beginning we need to know what it is you do, and what you hope to rank for, and importantly: why.
From this we can determine how you are performing, how your competitors are (if any), and what it takes for you to climb the rankings and stay there. We will need to hear from you what content you have, and are willing to have, both on your home page and across your website. This is probably the part of the process where the client is most involved and where can determine short and long-term goals for your business. If we get this wrong, there is not much point measuring your growth further down the line, especially if things change midway.
It is probably a good time for an example…
Let’s say you are trying to rank for B&B Knysna – and that is what you offer. A place to stay in Knysna, that is a B&B. We would suggest your home page reflects that but perhaps all your competitors are vying for this same keyword, and are far outranking you, and it doesn’t look like you would rank there within six months. At this point it might make sense to look at the data and realise there are actually thousands of terms people search for that your business would be a good search match for.
- cheap accommodation Knysna
- place to stay in Knysna
- hotel Knysna
- holiday acommodation Knysna
- weekend break in Knysna
The list obviously goes on and on – and beyond the first 30% of keywords searched we get into what is called the “long tail”, more on that later – and so we have much we can target.
What we would want to do is focus in o the main search terms, and have your site reflect those terms. With a good home page targeting the main search term, other pages targeting the next best 4-5 terms, and then blog posts covering the rest. It is slightly more work than it seems, and does mean you have to quite literally look at your competitors websites and see what they are trying to rank for – this is quite easy to do by inspecting them using a free online tool.
At the end of the day, once we have heard all about your business, and looked at the search data, we can propose a bouquet of keywords and search terms for you to target and rank for. Added to that, it is then very easy to know what to attempt to advertise for in Google AdWords, should you choose to dovetail your SEO strategy with an AdWords campaign.