In our line of work, we are often approached with questions about search engine optimization (SEO). Oftentimes, companies come to us with specific plans and questions on how we might be able to help, but other times, "Can you help with SEO?", or "Do you know SEO?" are questions we've been asked.
Like so many other marketing tactics, SEO is a constantly evolving process. Keeping pace with SEO requires keeping up with current search engine trends and understanding that, gone are the days of keyword stuffing and writing for search engines. Instead, companies today must approach content development with user intent in mind, which can help inform, educate, and ultimately be helpful for human readers. But much goes into SEO beyond just content.
Below are some SEO strategies one must consider when attempting to spread the word of your company's products and services to the world at large.
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- Content: Of course it starts with content. Search engines like Google are becoming much more advanced when it comes to recognizing well-written, informative content. Avoid trying to game the system and craft your content with user intent, developing a content calendar that aligns with your products, services, industries served, and your keywords.
- Keywords: While you want to avoid keyword stuffing, you should have a set of keywords in mind that you will use throughout your website in all forms of content. This can include a list of your closest competitors' keywords along with your own. Target keywords should be relevant to your business, have decent monthly search volume, and have low keyword difficulty.
- Website structure: Assuming your website is set up for Google to crawl it and has a site map, there are several website considerations one must address when it comes to SEO. Do all your pages have page titles, H1, H2s, H3s, meta descriptions, alt tags, and so on? If not, sure, you still might have decent site traffic, but a proper website structure will only boost traffic and ultimately conversions. Bring your website to 100% health to enhance Google's ability to find you on the web.
- Crosslinks: Be sure to crosslink all relevant content on your own website. For example, a relevant blog that contains a high priority keyword should hyperlink that keyword to whichever page is most relevant and ranking for that keyword. Crosslinks, or internal links, help search engines understand your website, while passing authority and helping users better navigate your website.
- Backlinks: Backlinks refer to other domains that point back to your website. Ideally, if you have partners or can accomplish it through paid backlink services, high-priority keywords will link back from another site with a high domain rating (meaning, Google sees it as an authority) to the relevant page on your website. Google factors backlinks strongly into its rankings, seeing you as an authority on a particular topic.
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Whether you are a large company in need of additional support or an SEO overhaul, or you are a small company bootstrapping your efforts the best you can, SEO is not a strategy that can be ignored in today's highly competitive landscape. TECH B2B Marketing can help you find success with any of the strategies or considerations laid out here or can answer any questions you may have when it comes to achieving success on your SEO journey. Reach out to us today to learn more.
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Contact us to create and manage SEO strategies that drive prospective buyers to your website. Our writers and web designers will collaborate to generate the content that differentiates you from your competition and wins you business.
