When attempting to create a successful SEO campaign, it is important to understand the various aspects that are involved they can lead to success. Before launching the campaign, businesses should have a full understanding of what their goals are and how the SEO campaign will tie in with their existing business strategy. Ideally, an SEO campaign should aim to tie in with existing marketing activities in order to realize the best results. Below is a full explanation of what aspects are involved in actually carrying out an SEO campaign.
1. On-Page Optimization
After the strategy has been planned, the first step is to prepare the actual website itself for the SEO activities. This means that the website will need to run efficiently and be readable for search engines on a wide variety of devices. Since mobile is increasingly becoming more important for websites today, search engines are now looking to ensure that websites are compatible with these new technologies. Websites that are specifically optimized for mobile devices will be able to perform better on search engines. In order to optimize a website in this way, website owners will need to ensure that the website’s design is responsive on many different devices that go beyond just smartphones. Websites designed for tablets are just one sample of webpages that are optimized for mobile campaigns.
In addition to mobile, websites will need to load quickly across all platforms. Studies have proven that most major search engines ascribe a significant penalty score to websites that fail to load quickly. Since there is a strong correlation between websites that load quickly and ranking on search engines, it is important that this is optimized as much as possible. In some cases, websites may even need to be moved to a whole new web server to ensure that they load as quickly as possible.
Once the infrastructure is in place for the website itself, various aspects of the website will need to be optimized for search engines. One of these optimizations is what is referred to as the “meta” tags, which provide specific data to search engines in order to help them navigate the website and index pages correctly. The meta description and title tags are just a sample of some of these that will need to be optimized on each page. Search engines also check that websites are fully W3 validated and that they make effective use of paragraph tags and H1 tags.
2. Off-Page Optimization
Once the pages themselves have been optimized, the next step is to begin optimizing the rest of the website’s web presence online. This means that external channels located off the website need to be optimized along with the actual website itself. In today’s world, this generally means that social media channels will need to be created and optimized for the specific website. Certain websites that have inbound links going into a webpage will need to be modified to ensure that they are linking correctly with the right anchor text that follows the prescribed keyword strategy.
Generally, off-page optimization begins with social media. Channels like Facebook, Twitter, LinkedIn, and many others will need to be optimized to ensure that they have the right types of language and links going into the website itself. This can tie in with on-page optimization, since “like” buttons and others will need to be included on each page of the website.
In addition to social media, blogs and other items that a business or website uses will need to be optimized as well. Those in charge of the campaign will need to make sure that each page they are linking from is optimized as much as possible for search engines. This means that these off-site pages will need to be optimized for on page elements as well. This is why off-page optimization is often referred to as the same thing as on-page optimization. However, in practice it is actually quite different because this type of optimization occurs on an entirely different web server.
3. Social Media
Once the pages have been optimized throughout the web presence, the next step is to start building buzz online through social media. Although debatable within the SEO industry, blogs are also often considered as part of social media. All of these channels will need to have active participation and share activity occurring among followers. Additionally, search engines will look at the number of followers and the quality of these followers to make further judgments about the relevance of a particular webpage. So-called “social signals” have therefore become extremely important for search engine optimization today. Website owners should, as much as possible, encourage sharing of content throughout the Internet in order to get the most out of their SEO efforts.
4. Content Marketing
The final step when doing search engine optimization is to actually create content both on the website itself and off-site. As these articles are created, they will need to be made in such a way that they contain the keywords being targeted by the campaign. When a website repeatedly talks about its particular keywords, search engines will increasingly see the website is relevant. However, it is also important that this content is extremely engaging in order to keep visitors on the page. When visitors stay and don’t leave quickly, search engines will note this and will be much more likely to view it website is relevant to a particular keyword.
This same process will need to take place on off-site properties throughout the web presence as well. Blogs and other web properties that the company owns will need to be optimized for the particular keywords that are being targeted. When links are being sent to the website, it is important that they contain so-called “anchor text” that is the same as the keywords being targeted. This will help to make a particular page seem relevant to search engines since they will believe that people linking throughout the Internet are actually seeing the page as relevant to the particular keywords. However, in the post-Panda world it is critical that those carrying out an SEO campaign vary anchor text in order to prevent getting ranking penalties from search engines.