Search engine optimization: planning

One of the most important aspects of your SEO strategy will be the keyword phrase selection. The more carefully you plan and map out the relevant search terms for your website, the more effective your SEO campaign will be.

Planning and mapping out the relevant search terms for your website will yield a large list of candidate search terms. Once that large list of candidates has been compiled, you should work through the list in order to identify the best possible phrases to target.

Choosing the best keyword phrases

Your primary goal should not be to just get your website to the top position for any phrase that you select; it should be to make your website really work for you and that means two things; plenty of visitors to your website AND plenty of those visitors converting to customers or prospects that you can then market and sell to.

For more information on choosing the best keyword phrases for your website, consider purchasing copies of our guides, “How to pick the right keywords for your website” and “A powerful keyword strategy”. Initially though, you will probably need to limit the number of search terms that you target, depending upon how much time you have, your budget and the scope of the search engine optimization campaign you are working on.

Choosing the best strategy

Once you’ve selected the best keyword phrases to target for your search engine optimisation campaign, you need to determine the best strategy. There are three different search engine optimisation strategies that you can employ to get the results that you want; organic search engine optimisation, Pay-Per-Click and a mixed approach.

Quite often for our clients, we use a mixed approach to achieve the results wanted because more often than not, websites that appear in both the organic and the sponsored listings in Google achieve more visitors than either method on its own.

Getting your content right

Once you have your target keyword phrases and you have decided the strategies that you will use to target them, you then need to develop a content strategy that includes the keyword-optimised pages, landing pages and linking targets that you’ll need to make your Search engine optimisation campaign successful.

Consider each keyword phrase and determine whether you will target it with the existing content on your website or whether you need to create new pages. Determining the number of pages that must be created, rewritten or modified will help you to define the scope of work for each phase of your campaign.

Linking strategy

Raising the external profile of your website is an important part of your overall search engine optimization strategy. It’s a great idea to just do this alone through effective search engine marketing and links from good or popular websites can generate a phenomenal amount of traffic on their own.

When building links, take your keyword strategy into account and try and maintain the overall goal of providing relevant topical links that will help your website maintain its position as search engines move into topical link analysis.

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