Making an SEO campaign can be tricky business, especially if you have no idea how it works and, more importantly, how to build one. But, with proper research and reading blogs and articles that talk about SEO, you can become a pro.
Now, what is a search engine optimization campaign? If you’re going to build one what elements or factors should you be aware of? And more importantly, how can you check if the campaign is successful or not?
Building a campaign for SEO does have to be rocket science. In fact, it can be quite elementary. Once you’ve learned the basics and studied how it works. And the basics to building a search engine optimization campaign is precisely what you’re going to read about today.
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7 Basic Steps to Creating a Campaign
1. Do an Audit
Before you start a campaign, the first thing you need to do is do a website audit. A website audit will allow you to spot areas in your website that needs immediate attention. For example, you can pinpoint which pages are causing your website to rank low on the SERPS – that search engine results page by the way.
Aside from showing you which pages are ranking low, you can also see what pages give you the most traffic. As well as, the areas that are hot and cold, meaning they don’t rank low but they also don’t pull much traffic. That way you and your team(if you have one) will be able to tackle the immediate problems that your site is having. Great tools to use in doing an audit are Screaming Frog and SEMRush.
To simplify things, you can liken a website audit to a land survey. Before engineers even start forming the foundation of any building they do a survey first. This allows them to evaluate the land, and figure out if it has serious problems that can be bad for the structure they’re going to build.
For example, if the land on the site is mostly composed of sand then building a heavy structure on top of it will cause the structure to sink. By doing an audit first, you’ll be able to build a campaign that (1) addresses your site issues (2) rakes in the traffic you need.
2. Create a Proposal
You’ve now identified the issues; the next step is making a proposal. A document that lists down the problems that you discovered with the suggested solutions. This will serve as your guide in building the campaign. Without it, you’ll end up with a disorganized campaign that tries to fix everything without a clear goal, timeline and strategy.
Your proposal is similar to the blueprint of a building. Without a blueprint, your engineers won’t have a guide to follow, and might just end up constructing a haphazard structure. Creating a proposal also gives you a mandated checklist. The solutions suggested will become the tasks that you need to complete. And as with all proposals, you’ll have a deadline set out for you, which minimizes slacking.
3.Meet the Keywords
Keywords are the building blocks of any campaign. It’s the backbone of your SEO campaign plan. Without keywords, you won’t be able to do anything to optimize your website for search engines.
So, what are keywords? Keywords are words or phrases that people type in the search bar of sites like Google and Yahoo. Words like “cake”, “angel cake”, and phrases like “how to bake an angel cake” for example are keywords.
These words tell the search bots of Google or Yahoo what a website is about. So, for example, if a site uses the words painting contractor and painting company in Seattle extensively, then search bots would assume that the site is a business that offers painting services in Seattle.
Search The SEO Marketplace
The first thing you should do in dealing with keywords is finding the right ones. Like how you try to find the right product to sell, you should also be selective with the keywords you will use. Pick keywords that have significant value to the SEO marketplace. Don’t go for keywords that you just made up because it sounds interesting or because it rhymes with your brand name.
Tools such as KWFinder and Google Keyword Planner are great tools to use in searching for and choosing keywords. KWFinder shows long tail keywords while Google Keyword Planner gives you real-time results directly from Google, so no question of accuracy there when using the tool.
Picking keywords that people actually use will help you get the traffic you want. And note that no matter how cool sounding a word or phrase is, if your target audience isn’t using it then it’s useless to your campaign.
Determine the Possibility
Keywords work according to supply and demand in the SEO marketplace. So when a certain keyword gets thousands of searches every day, naturally more people would want to use that keyword in their blogs. Take a look at the word “angel” for example. Typing the “angel” on Google’s search bar will produce 1,790,000,000 results.
In KWFinder, the keyword “angel” gets 674,590 average monthly search volume. And sites like Wikipedia.org, Dictionary.com, Merriam-Webster.com and even Youtube.com all fight for the top spot on the SERPs for it.
If you’re still a newbie in the field, beating out the likes of Wikipedia, Merriam-Webster, Moz, Backlinko and other well known and well-established sites is near impossible. These sites have high Domain Authority, which you can say is the Reputation in the internet world.
Surpassing these giants in the SERPs is like you getting to the moon without a rocket ship in the 1800s.
Take a Peak
It wouldn’t hurt for you to check out what keywords your competitors are using. In fact, knowing what they rank for helps you in planning what keywords to pick and which ones to avoid. You can build a whole map just by viewing what short and long tail keywords they use.
Being knowledgeable in what your competitors pull traffic from will allow you to create a more competitive keyword plan. You will be more on point in pulling the specific buyer you want for your business, because you know that these keywords are what they want and what they look for.
This is demonstrated by the business principle of best practices. You find something that works, and you emulate it. You find a keyword that your competitor is successfully using, and you either emulate it or learn from it.
4. Create Relevant Content
If keywords are the building blocks of any campaign, then the content you put in your website are the walls.
Without content, the keywords you selected earlier are just plain rocks lying on the ground; Keywords that have no proper place or purpose because there’s no content to incorporate them in. Content, like blogs, articles, and site content, gives keywords that purpose.
In the war of SEO, content is your gun and keywords are your bullets. Your gun propels those bullets into action. That’s why it’s crucial for you to have relevant, quality content.
Go for Long
In the battlefield, if you run out of bullets while fighting your enemies then continuing to charge is suicide. Long content in SEO gives you more bullets, in the form of more content, more substance, more depth and more information.
Back in the days, writing and posting short blogs usually 300 words or 500 words article was enough. But now, short articles just doesn’t cut it.
Readers now are more information hungry; short blogs don’t satisfy just satisfy the online community anymore. Remember, if you don’t post informative content your competitors will. And Google sure lets you know that it likes long content by letting content-rich sites take the top spot in the SERPs.
Spammy articles and those filled with nonsensical gibberish are frowned upon by Google and other search engines. Users to don’t like being fooled into clicking a content that doesn’t contain the information that they need.
That’s why, when you put content out on the internet it’s vital that you pick awesome, high-quality blogs and articles.
What makes a piece of content high quality? Quality content is informative, relatable, and logical. Quality content enlightens you; it gives you real-world data that you can use every day – in work, at home or even when you’re on vacation.
Blogs that waste their keywords by making them fillers instead of the main subjects don’t deliver good results to you or your readers.
Aim for Comprehensive
Comprehensive content doesn’t put all the keywords into one paragraph and tweak it a little to make it look like a sentence. Comprehensive content explains and elaborates each detail that is anchored to the keywords it uses.
In SEO, writing a content that’s only concerned about the word count will never fly.
Blogs and articles that deliver up to date, relevant facts are what earns you the clicks and the appreciation you aim for. So, when you plan your content make sure that you pick only that ones that educate and are worth the read and time people will put in it to read.
Dazzle with Images
The images in your blogs are meant to highlight your content, not steal the show. When choosing pictures to go with the blogs you’ll publish, it’s essential to check if the images you choose will either make your blog better or worst.
When the topics you need to talk about become dull, try making infographics instead. Infographics are a cross between traditional blogs, graphs and blogs. They’re easy to share and propagate in social media and other sharing platforms like LinkedIn, Dropbox and others.
5.Optimize Your Site
Once you’ve used your keywords within your website, namely in blogs and website content like product pages and the about us page, it’s time to move to the next step. In order to fully get you campaign going, you need to polish your website, and you do that by revamping your URLs and doing on-site optimization.
You can do the clean-up yourself, or you can hire the services of an SEO Specialist. The difference between the two is, if you do it yourself, you need to shuffle through more article on SEO like those found on Moz, Backlinko and many other sites.
SEO specialists, on the other hand, knows just how to use SEO optimizers to thoroughly clean up your website.
The choice is up to your discretion, whether you’re willing to pay for and spend on. As well as, how far you want your campaign to go.
Get an SEO Specialist
Getting a professional to make the teardown and rebuild of your business’s SEO plan is vital to the success of your whole campaign. Have an amateur do it and you risk losing your much-needed traffic. An SEO specialist and even SEO profilers found in your local setting are equipped in handling the demands of your target market.
Of course, you can do SEO by yourself, but hiring someone who knows what to do is an even better option than just you experimenting.
Learn the Types of SEO
There are four types of SEO, black hat, white hat, grey hat and negative SEO that you need to learn about. Knowing the difference between these four helps you in determining if your hired SEO specialist is to be trusted.
Even a hired SEO profiler in local areas can also employ tactics which are deemed unethical in Google’s SEO standards just to rank. Especially, if you’re uninformed about the types of SEO found in the SEO marketplace setting.
- White hat SEO – adheres to the rules set out by search engines. It does the things listed in this blog.
- Blackhat SEO – employs forbidden SEO practices that only produce short-term results, and in the long run get your website penalized.
- Grey hat SEO – stands in between white hat and black hat. It adheres to some of Google’s rules, but also employ tactics which can be called deceptive and unethical.
- Negative SEO – is the use of SEO to harm, malign and steal from your competitors by stealing their blogs, spamming their comments section, and leaving malicious comments.
Steps in Optimizing a Website
- Go for Short – use short URLs that contain keywords instead of using long URLS that don’t show keywords.
- Make Keywords your star – put your keywords at the beginning of URLs instead of at the back.
- Limit the Focus – use the focus keyword sparingly, meaning don’t use it more than twice in the whole article.
- Focus is First – make sure that the focus keyword shows up in the first 150 words of your article.
- Link from Within – link your articles to each other, especially if they talk about similar or near identical issues.
- Relate your Focus – use different keywords related to a focus keyword in an article.
Backlinks are the wires that connect your house to the much-needed utilities like electricity and water. Having secure cables mean that your power won’t go out at night. And your internet connection won’t be lost at the simple gust of wind. When your site has a dependable list of backlinks, then it can establish domain authority in itself.
Stick with Credible
Credible backlinks help boost your domain authority (DA). While spammy and suspicious links can cause your website to not only lower its DA but also be penalized. So, to be safe it’s important that you accept links only from sites that you trust. Be sure to check the domain authority of any sites that ask for a link before confirming their request.
Try Guest Posting
If your website sells stamps, you wouldn’t benefit from a guest post all about baking cake, right? In the same way, a respected SEO specialist like Neil Patel would make a big impact if he writes a blog on an interior design website. The readers of that website would much prefer a blog post written by Pamela Burton or Charles Jencks.
Your guest posts should be relevant to your readers; they should be knowledgeable about what they’re writing about. Examples of successful guest blogger are:
- Danny Iny
- Gregory Ciotti
- John Jantsch
7. Track the Results
After all the changes you’ve made, the success of your campaign is dependent upon the results.
This includes the organic traffic going into your website, with organic meaning any traffic that originates from search engines like Google, Yahoo and Bing. You’ll see how many visitors are going to your website and which keywords are triggering this traffic.
Other things to track include the bounce rate. Bounce rate is how many of your readers click out of your blogs after opening it. Tracking their Sessions will also help you determine if your blogs are effective or not. Sessions are basically how long they stayed in a certain page on your website, in this case, your blogs.
For campaigns that have CTA buttons – Call to Action buttons, like the ones below. You’ll need to track how many people clicked which will be shown in the click rates.
This data will be shown to you via SEO reporting dashboards, where it will be presented to you in graphs that you can analyze.
Examples of SEO Reporting Dashboards
- Google Analytics
- Google Search Console
These dashboards give reliable, and accurate SEO reports to help you track your campaign’s results.
To sum it up, you need to track:
- Organic Traffic
- Bounce Rate
- Session & Average Session Duration
- Total Clicks
SEO doesn’t have to be confusing. Through these seven steps, you can familiarize yourself with the things you need to be aware of starting and running a search engine optimization campaign. You know the need to pick the right keywords, to create quality content, to form credible backlinks, track your results and make sure that your website is performing the way you want it to.
And remember, a campaign’s success is not measured by how it’s built and managed; it’s measured by the results.