Have you ever gone on the internet and searched “best real estate agent near me” or “how to find a plumber” and you went for the first few search results? Your brain automatically tells you that the ones coming on top of the search have more authority and will be more reliable, doesn’t it? Well, all of this is possible because of one tool: SEO.
SEO, aka Search Engine Optimization, is the wizard behind the curtain, making sure the websites you see first are the ones worth your attention. It’s the reason your go-to answers are just a search away.
In this blog, we will be taking you through some more technical stuff related to SEO, like how to create a winning SEO strategy and topic clusters. Let’s dive in!
What are SEO, SEO Strategy, and Topic Clusters?
It’s okay if you’re not well aware of these terms; it’s actually never too late to learn and implement them in your business.
SEO (Search Engine Optimization)
Imagine the internet as a giant library, and each website is a book on its shelf. Now, when you want to find a specific book, you go to the librarian (Google) and ask for recommendations. SEO helps your book (website) get noticed and recommended by the librarian.
In real life, it’s the process of optimizing your website so that search engines like Google can easily understand what you’re all about. Now, there are so many ways to do it. You can try using the right keywords, creating quality content, and just making sure that your site is user-friendly. The better your SEO, the higher your website climbs on the librarian’s recommendation list (search results).
SEO Strategy
Think of SEO strategy as your game plan for becoming the librarian’s favorite. It involves understanding your audience, researching the best keywords (the words people use to search), and creating content that’s not only relevant but also speaks the language of the librarian (search engine algorithms). A good strategy will also tell you to keep your website in the best shape so it loads faster(cause nobody stays around on a website that has a big loading time).
In simpler terms, SEO strategy is like making sure your book has an eye-catching cover, is organized well, and is written in a way that the librarian thinks is the perfect recommendation for anyone looking for information.
Topic Clusters
Now, let’s talk about topic clusters. Imagine your website is a series of interconnected books instead of just one. Each book focuses on a specific topic, and they’re all related. Topic clusters are like organizing your book series in a way that makes it easy for the librarian to recommend the whole collection when someone asks about a certain subject.
For example, if your website is about cooking, you might have a main book about “Basic Cooking Tips” and then smaller books (blog posts) about “Healthy Recipes,” “Quick Meals,” and “Kitchen Gadgets.” Linking these together form a topic cluster, telling the librarian that your whole cooking series is a great resource.
How do all of these work together, though? Well, SEO, SEO strategy, and topic clusters are all about making your website the go-to destination on the internet.
Key Components of SEO
Before we go into the specifics, here are some basic SEO components that you should be aware of:
On-Page SEO
Keywords
Think of keywords as the words people type into search engines. Use them naturally in your content, titles, and headings to tell search engines what your page is about. Keywords help people find what they’re looking for in your content. If somebody is looking for home remodeling ideas and you have a website that provides tips, insights, and services for these, then you should use keywords that will make your brand discoverable.
Content Quality
We all have heard it before, “content is king”. But SEO thinks of content as the ultimate king of your digital world. Good content is like a page-turner for readers and search engines. Make it helpful, relevant, and well-written to keep your audience engaged. If you do SEO without having good content, then it’s like buying a new bike without wheels – it’s looking good but ain’t going anywhere.
Crafting Catchy Titles
- Your title is the headline of your webpage, like a book title. Make it interesting and include your main keyword for search engines to understand what your page is about.
- The meta description is a short summary, like the blurb on a book cover. Write a compelling snippet that tells users and search engines what to expect on your page.
- Using your main keyword in the title and meta description is like adding a genre tag to your book—it helps search engines match your content with the right audience.
- Be creative with your titles, but keep them clear. Imagine it’s a book cover that attracts attention but also conveys the essence of your content.
URL Structure
- Your URL is the address of your webpage, like a chapter title. Keep it simple and readable so that both users and search engines understand what the page is about.
- Including your main keyword in the URL is like stating the main theme of a chapter in its title—it gives a clear idea of the content.
- A straightforward URL is like a clean chapter title. Avoid using confusing characters or numbers that might make it hard for people and search engines to grasp.
- Use hyphens to separate words in your URL. It’s like adding spaces between words in a chapter title—simple and readable.
Off-Page SEO
Backlinks
Backlinks are recommendations from other websites. Quality matters more than quantity, so aim for links from trustworthy sources.
Social Media Presence
Social media is like a book club discussing your work. Engage with your readers on platforms like Twitter and Facebook to boost your online presence.
Brand Mentions
When other websites talk about your brand, it’s like getting featured in a newspaper. It adds credibility and tells search engines that people are talking about you.
Technical SEO
Site Speed
Faster pages are like a smooth reading experience. Optimize images and use tools to ensure your website loads quickly.
Mobile Optimization
Make sure your website looks good on smartphones. It’s like having your book available in paperback and e-book formats for different readers.
Crawlability
Think of a sitemap as a table of contents. It helps search engines navigate your site easily.
Secure Website (HTTPS)
Having a secure website is like having a lock on your book. It makes users feel safe, and Google likes it, too.
How to Create a Winning SEO Strategy
You’ve already figured out that SEO has one main goal: to make your website or landing page look good in the eyes of the search engines so they keep you on top. Whenever someone searches for anything relevant to you, you want your name to pop up first, and the SEO strategy can help with that.
But(and there’s always a but), there is a catch in all this: the changing algorithms of search engines. Google(which is the biggest search engine) and other search engines want only the best content and quality to get on their search queries, so they continuously keep on changing their algorithms. And what does this mean for you? It means that you can’t just stick with one strategy, set it, and forget it. You have to keep optimizing it if you want to stay relevant.
Here are some of our expert tips for creating a winning SEO strategy:
Align SEO With Business Goals
Crafting a successful SEO strategy is a bit like planning a journey for your website. Think of it as a roadmap: first, figure out where you are and where you want to go. This is where an SEO audit comes in, checking your site’s health and spotting areas for improvement.
Next, set clear goals for your website—think of them as your destinations. Your SEO strategy then becomes the GPS that guides you toward those goals. Track your progress with simple markers called Key Performance Indicators (KPIs), like counting the miles you’ve covered on your trip. Keep an eye on important stuff like bounce rate and page load time.
Work on Keyword Research
Think of keywords as the words people type into search engines to find stuff. Creating a list of these words is like putting up signposts for search engines, telling them what your website is all about. It helps your site show up when people search for things related to your business. In simpler terms, it’s how you make sure you’re visible in the online crowd.
How to do it:
- Know Your Topics: List the main things your business or content is about.
- Start Broad: Think of general words related to your topics as your starting keywords.
- Get Tool Help: Use tools like Google Keyword Planner to find more words and see how often people search for them.
- Go Specific: Add longer phrases that people might use when they search, like questions or details.
- Check Out Others: See what words your competitors are using. It’s like getting ideas from others on the same road.
- Local Touch: If your business is local, add words related to your location to attract nearby searches.
- Product/Service Focus: Include words that directly talk about what you sell or offer.
- Think Like Users: Consider why people might search—whether it’s for info, to find your business, or to buy something.
- Seasonal Touch: If your business changes with seasons or trends, add keywords related to what’s happening now.
- Keep It Fresh: Regularly update your list based on what’s working and what’s changing in your business.
- Sort Your Words: Group your keywords so you can use them better when creating content.
- Stay Up-to-Date: Trends and how people search can change, so revisit your list now and then to keep it working well.
What Are Your MVPs?
Every website has its star players—the Most Valuable Pages (MVPs). These are the heavy lifters doing all the work to make your online presence shine. For non-e-commerce sites, think of your home page, services pages, or any pages showcasing demos or special offers. Ecommerce sites, on the other hand, have additional MVPs—category and product pages.
How to Identify Your MVPs:
Know Your Organization’s Strengths:
Consider what your organization is known for. What verticals do you compete in, and what pain points do you solve? This helps define your MVPs.
Align with High-Level Keywords:
Recall the high-level keywords from the previous step. Your MVPs should align with these keywords, telling people what your organization does best.
Identify High-Traffic Pages:
Pinpoint category and product pages that attract the most visitors. These pages are your MVPs, drawing in the most visitors, and are successful for you.
Audit Your Site’s Existing Content
Analyzing your site’s content is like giving it a health checkup – it helps you identify areas that need improvement and boosts your SEO performance. Let’s dive into the steps of performing a content audit:
1. Identify Low-Performing Pages:
Start by finding the pages that aren’t pulling their weight. These could be pages with minimal traffic or those not contributing to sales. Use Google Analytics to sort your landing pages by the least amount of sessions. Look for content that isn’t attracting much attention.
2. Prioritize Action:
Low-performing pages can harm your SEO. Decide whether to:
- Delete the content if it’s not valuable.
- Optimize it to make it more appealing.
- Combine it with another relevant piece of content.
- Redirect it (301) to a similar, more successful page.
- Merge multiple pieces of content into one comprehensive post.
3. Boost Quality, Boost SEO:
Low-quality content sends a message to search engines that your site may not be up to snuff. Deleting, optimizing, or redirecting underperforming pages tells search engines you’re committed to offering valuable content.
Improving or removing low-performing content is kind of like decluttering your website, creating space for what truly matters. It signals to search engines that your site is a valuable resource, boosting your SEO standing.
Align Your SEO Strategy With Your Customer Funnel
Everyone knows that making sales and generating revenue is the ultimate goal of every business. If you want to achieve that through SEO, then your strategy should align with your customer funnel.
1. Awareness:
Customers first discover your business online, often through a Google search. That’s why SEO matters right from the get-go.
2. Interest:
As customers start researching, where do they land? Your website. It’s your chance to impress and showcase what you offer.
3. Decision:
When it’s decision time, customers compare options. A smartly crafted meta description highlighting perks like free shipping can tip the scales in your favor.
4. Purchase:
With the rise of online shopping, an SEO-optimized point of sale makes the buying process smooth. Easy access means happy customers.
5. Post-Purchase:
After the purchase, customer reviews play a big role. Whether on your site or elsewhere, they build trust and keep you relevant.
Aligning SEO with the customer journey is like having a friendly guide through the entire sales process. From that first search to post-purchase reviews, your online presence is optimized for success. This smart alignment increases the chances of turning potential customers into loyal ones.
Find & Fix Technical SEO Issues
Ever wondered how search engines navigate the vast online world to find your website? That’s where Technical SEO comes in—a sort of backstage pass that ensures your site is search engine-friendly. Here’s the scoop:
Technical SEO goes beyond the usual. It involves tweaking elements like JavaScript, XML sitemaps, site structure, URL style, and more. It’s the behind-the-scenes work that makes your site shine in the search spotlight. A well-optimized site structure and content make both visitors and search engines happy.
Google Search Console is your handy tool for keeping an eye on things. It helps you find and fix issues, ensuring your site performs its best in search results.
Watch out for JavaScript tricks that offer a clear roadmap with XML sitemaps. Your site should have a very easy-to-navigate structure so anyone who visits it doesn’t leave frustrated. Tackle issues like duplicate content, thin content, hreflang, canonical tags, 404 pages, and 301 redirects to keep your site in top shape.
Basics of SEO Topic Clusters
Topic clusters are a smart way to organize your website content. Instead of scattering information randomly, you gather related content around a central pillar topic. This pillar topic is like the main theme of your library shelf.
How Do They Work?
Picture your pillar topic as the main book on the shelf. Then, you create smaller related books (subtopics) around it. Each subtopic links back to the main book and the main book links to each subtopic. It’s a friendly interconnection of information.
Search engines love organized information. Topic clusters help search engines understand the structure of your content, making it easier to rank higher in search results. When one piece of content does well, it gives a boost to the entire cluster.
Too complex? Here is an example to help you understand:
Let’s say your pillar topic is “Healthy Recipes.” The subtopics could be “Quick Breakfast Ideas,” “Nutritious Lunch Recipes,” and “Easy Dinner Options.” Each of these subtopics would link back to the main “Healthy Recipes” pillar.
Topic clusters help your website become an authority on a particular subject. When search engines see that you’ve got loads of related information, they’re more likely to showcase your content to people searching for those topics.
Wrapping Up
And there you have it—a simple guide to the SEO universe, SEO strategy, and the handy concept of topic clusters.
Remember, SEO is your online compass, guiding you to the top of search results. Take some time to create an SEO strategy that works for your business, and don’t just leave it as it is. Keep on changing it so it doesn’t stay obsolete.
Understand the basics, plan your moves wisely, and organize your content like a well-kept library. The more you align with what users are searching for, the more visible and valuable your online presence becomes.
