Much like social media campaigns, SEO campaigns are formulated to boost ranking, improve results and create new leads. An effective SEO campaign needs a clear strategy and the same should address the main issues impacting a website. The main issues of a site should be straightforward, however, they are often overlooked or and not properly analysed before a campaign is even begun.
The main area that should be prioritised, and which is often overlooked consists analysing what the competitor is doing in terms of search to rank. This is pretty obvious as every site would rank without any competition. Thus, it is important to have a well-researched view of competitors’ sites so that the same can allow you to rank over and above their site on the first page of search results. You can do so by hiring a reputed digital marketing service in London.
In order to do this, you will have to understand all aspects of SEO and draw an execution strategy wherein you should chart out how and where you could improve. This could be a bit of a complication as Google relies more on entities instead of backlinks to determine rankings. However, once the data has been collected, it is pertinent to identify major areas of concerns that exists within your site. In case a competitor ranks effectively despite having duplicate content issues, then it is unlikely to be the first place to prioritise an SEO campaign. Without this data or information, a considerable amount of time could be spent resolving external duplicate content issue that may or may not provide any benefit to the site’s visibility.
Content
One of the main areas for SEO is to evaluate a site’s content, including but not limited to blogs or any new sections. Content should therefore be a priority area especially if you competitors are producing quality content or information that has more social shares and natural links or even generating large amount of relevant data on pertinent pages that rank well.
In case your site is not able to match or even improve on what your competitor is providing, then this can turn out to be a major setback for your SEO campaign. After all, content is the lynchpin of an effective SEO strategy. Producing content often and keeping it updated and fresh has significant impact on the search results for a site.
Any information with regard to a product or service page should also be a priority for an SEO campaign when it comes to creating a successful SEO campaign. In case any other results for your main search terms have content and the same is up to date, then this shall be your main area to resolve.
Risk of Backlinks
The threat looms large from a pool of unnatural or poor backlink profile. In the past, this issue has certainly caused many brands to lose a fortune on their share price just because of their poor search results – which was entirely on account of unnatural backlinks! Google has many tricks up its sleeves. It uses algorithms as well as humans for each SERP vertical in order to determine whether the link profile would damage the visibility of a site or not. Therefore, as you can see, it is very important to understand your competitors as well as your own site from the beginning. This allows you to identify whether the organic backlinks are in fact holding the site back or not.
Build Authority
Does Google recognize your site’s presence or do you have a strong search presence? This question is more pertinent for a new company. Search presence should be established by getting relevant and quality sites to link to your site. This can be achieved by creating strong content, but at the same time, it can be done by engaging with local and national events, ensuring citations are in place from leading sources, etc. If your site has a strong presence, it is important to know if it is strong enough to compete with its competitors. Only by evaluating your site’s position and comparing the same with that of a competitor, can you establish the need to acquire quality backlinks.
Relevance of a Page
More often than not, a web page will have some relevance to a particular keyword if it is trying to rank. Nonetheless, when rules ascertain rankings of a particular web page, then the same may not be enough, especially when it comes to a competitive search vertical. In order to achieve this, a detailed analysis of the key pages is required, which consists of looking very closely at the content of a particular page and analysing where and when a page is referencing in terms of internal and external links.
It is therefore, important for you to analyse the importance of page relevance by comparing the site with that of a competitor and truly try to understand how these sites are seen to be more relevant by SERPs.
The areas pointed out above should be clear enough to device a clear SEO strategy. Having a strong digital marketing services in place should do the trick for you nonetheless.