Indexing, optimization, brand involvement and knowledge base creation are all important components for creating a competitive SEO optimization program.
In a competitive online environment, SEO brands are more important than ever. To succeed in normal search results, brands must have a clear SEO strategy. Before you can raise your SEO to a new level, you need to know where you are and what to do next. Let's take a look at four standard blocks that you can use to create a more competitive SEO program for your B2C or B2B brand.
Indexation
To appear in the search results, your site must be found by search engines. This means that if you start from scratch or have never engaged in SEO, your first task is to make your website visible to search engines. One common problem has a simple solution: a robots.txt file. Retailers and brands often neglect this small file, but adding instructions to it tells the scanners which pages you want to index and which ones don’t.
Scanners need to show the structure of your site for better indexing. To do this, you may need to update and expand the site map or create it from scratch. The ideal sitemap for SEO scanning includes all categories, subcategories and pages of your site.
If your site uses older plug-in technology, such as Flash or Silverlight, to display content, you will run into problems. Flash and Silverlight content is not visible to search engine crawlers, so it cannot be displayed in search results. To make this content visible, you need to convert it to a format that you can index, such as HTML5 or JavaScript. The conversion process can take several months, and you may need new software and programmer talent to make it happen. After the conversion is complete, you can map the content, update the robots.txt file, and send it to Google.
Content optimization: use your existing assets
The next block of SEO will be content optimization. This requires more efficient use of your current assets to upgrade your rankings for certain keywords. You can use Google Keyword Planner to compile a list of targeted keywords based on volume and ROI. Then use this list to improve your meta tags and content, starting with the top-level pages and ending with the product pages.
Offsite: link building and brand involvement in social networks
The next step in building your SEO program is to use third-party strategies, such as link building and social networking. You do not need to wait until all your existing content is optimized to start working outside the site, but the better the content optimization process is, the more SEO benefits you get from your link building efforts.
Link building requires a study of the competitive environment, the habitat of your target audience. It is there that you need to redeem the reference mass.
You also need to identify social network users who are interested in your industry. Through opinion leaders reach out to potential customers. It is important to remember that owners of millions of subscriptions to their accounts are not always effective for you. Sometimes it is better to distribute the budget to several accounts, which have from 1000 subscribers, but the connection with them is strong and opinion leaders can have a greater impact on their audience.
As an example, you can cite the well-known account of Olga Buzova, which is popular, but according to advertisers it is bad “selling”. Indeed, for certain types of goods and services, the audience would rather listen to a classmate who maintains her account on Instagram, rather than a popular and paid star.
Content Creation: Knowledge Base Replenishment
If your company has gone through the first three steps of SEO, then now you can focus on creating content on a completely new level. At this stage, your content should go beyond describing your products and services and answer consumer questions related to what you are selling. For example, instead of describing the shoes you sell, create content on how to choose shoes for various activities, how to care for leather shoes, and so on. Deciding which topics to focus on requires research on keywords and competitors.
The next step is to segment your new keyword list and analyze how you use these phrases in comparison with your competitors. This “screening” can take from several days to a full month. The time you spend on this is an investment that will lead to a meaningful roadmap for your SEO program.
Futureinapps company is engaged in internal and external SEO optimization and is always ready to share with you our life hacks!
