Optimising your campaigns is an essential part of SEO. Being able to adjust your campaigns to suit your business direction, capture new keywords and improve your rankings is something that will help your SEO improve over time. If you are progressing with your initial strategy, it’s important to step back, review your process, and make any adaptions and improvements regularly. Here are some of the things to consider when reviewing your current campaign.
Long-tail keywords
Long-tail keywords are longer form versions of the keyword you are targeting. For example, if you were trying to rank on Google for the keyword ‘IT Services’, a long tail keyword would be more specific to what you do, for example ‘IT Security Services’, or ‘IT Services London’. By adding these longer-form versions of your keyword, not only will you begin to rank on Google for the more specific searches that people would use, but you will also add more legitimacy to your originally target keyword, which will help that initial keyword also rank. Creating a list of long-tail keywords will help to improve your SEO strategy.
Optimising keywords using Keyword Research Tools
Using a keyword research tool such as SEMrush or AhRefs is vital to creating a great SEO strategy. These tools will show you very important statistics which will help shape your strategy, such as the monthly volume of searches your keyword receives, the keyword difficulty (how difficult it will be to rank on SERPs for this keyword), and suggestions for longer form keywords. These tools in themselves can be difficult at first for a beginner to understand, but over time the value to your overall strategy will become clear.
Tracking your KPIs
Another feature of a great SEO campaign is to have clear objectives and to track those objectives. For example, if you are .. This will help you be able to clearly work on and adjust your strategy if needed. Having a good grasp on your KPIs and what they mean is vital to a successful strategy. For example, if your goal was simply to increase traffic to your site, you would negate the quality of the traffic, whether they were interested in what you do and ultimately whether this traffic would lead to more customers for your business.
Low competition and high search volume keywords
Finding high search and low competition keywords in the IT services industry is what you will need to do to truly win traffic fast. If you can find high traffic keywords that are relevant to your business and create good articles to support this keyword, then you will be able to drive traffic faster than if targeting a high competition keyword. The issue can be that many of these keywords will not be obvious, and it will take a talented SEO to find them.
Tags, Links, Images and URLs
Adding tags and meta-links to all your media is another more advanced SEO technique that will help you improve your ranking. Making sure you include a keyword rich URL, which clearly identifies the main theme of your article is also a quick SEO technique that will help your blogs rank better on the SERPs.
Using images in your content is also viewed favourably by Google (and the reader!) adding high quality imagery or video which adds to or helps emphasise the content of your article should be considered for each new piece of content. Visually this will also improve your content and therefore the perception by the reader.
You will also need to consider internal linking between your content. For example, if you are linking to your blogs pillar page, or to other relevant articles. Internal linking will help show search engines that you are an authority on a specific topic, with content covering different areas – by creating this network of blogs, not only will you be able to guide readers to helpful pages on your site, but your will improve your SEO.
Thinking of the long-term vision
Working towards a long-term vision of where you want your SEO campaign to lead is essential to the iterative nature of SEO. By designing your campaigns to be future proof, you will set your company on the best path to success. SEO takes time to get going before you begin to see the amazing results you can achieve, by setting yourself on the right course, adjusting and improving your campaigns – you will begin to see the benefits of free traffic, good content and new leads.
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