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November 1, 2018

The 10 SEO Best Practices You Must Master For Campaign Success

SEO is the bread and butter of online marketing and for those looking for optimal campaign success, being able to master the key best practices is crucial. From thorough research into competitors, keywords and your audience, to understanding international and local SEO, each practice alone may seem simple but the true trick of campaign success is to master them all. Here, we’re exploring 10 of the most crucial areas to understand and master to help boost your digital marketing campaign.

  1. Competitor And Audience Research

Research, research, research.

It might seem tedious to begin with, but research is the most valuable tool your campaign will ever have. Ensuring that you research the ins and outs of your website, competitors and your audience will ultimately put you in a better position to dominate the SERPs by getting ahead of the game and tailoring your content and marketing techniques to suit precisely who and what you want to target.

Keyword research is only the beginning – while you do need to find the best keywords to target, Google takes your expertise, authoritativeness and trustworthiness (E-A-T) into account far more not than it ever has before. If you can prove that you are not only a better candidate for position 1 than your competitors due to your expertise and authority, but that you also understand your audience and what they want from your website and content, you’re likely to climb the SERPs quickly.

What’s more, with competitor research, you can work out just what makes your company unique. Take a look at what they are doing and use this information to not only get ahead of the game, but adapt your own campaign to whatever appears to be working for other companies where possible. Understanding what you’re up against and how to get ahead is an integral part of the entire marketing process and thankfully, SEO makes it easy to do precisely that. Through manual searching, the use of tools and other analytical methods, you can better understand the market you are competing in.

  1. Tracking

On a similar strand to the research, tracking can help you work out what is going well and what may need to be adjusted. For this reason, having an understanding of different tracking tools is the first step for dominating SEO. Google Tag Manager, Google Analytics, heat maps and more can all provide the information you need to better tailor your campaign to suit your audience.

Most tracking is fairly self explanatory, but with a bit more knowledge as to how it works and what it can do for your business, you can more effectively troubleshoot and get a full understanding of how your site and your campaigns are performing. Then, all you have to do is take the information available to you and turn it into results by adapting and adjusting your campaign.

  1. Web Analytics

Without web analytics, tracking would be pointless and for this reason, understanding how best to analyse and record the data available to you is a given expectation. SEO professionals need to understand the impact of their campaigns and be able to report to clients or even to stakeholders or directors of a company. Google Analytics is a great way of keeping track of how your website is performing, but it certainly isn’t the only tool available. What they all have in common, however, is that they offer an insight into your campaign’s results and, as with tracking, help you to work out just where to go next.

You can see conversions, visitors, bounce rate and even the customer journey. By using all of this data, you can get a better overview of what’s going on, what needs to change, and what is working for your company, from searcher intent and customer habits, to the simple impact of your SEO optimisation.

  1. Local SEO

Navigating local search is arguably the hardest part of the entire online marketing process. Being able to compete in your locality both online and in a physical sense can be the turning point for your business which is precisely why it’s so important to master. Locality-based SERPs are some of the most competitive and hard to navigate parts of Google, but there are a number of ways that businesses can take advantage of all of the features and SEO practices available to them.

From Google My Business, to location-based keywords, there are a number of ranking factors that businesses need to get the hang of. Being able to navigate the local search ecosystem is a must and as such, we’ve put together a guide entirely dedicated to the process.

  1. International SEO

International SEO is similar to local SEO, but is best suited to businesses looking to reach a global audience. For the most part, international SEO can fly under the radar and as such, businesses that actually take advantage of the entire process tend to see a much faster and much more noticeable pay-off.

For businesses with an international client base, you need to understand what is required from your sight in order to effectively navigate global SERPs. From knowing what’s required from your domains, hosting and hreflang tags, to being able to understand and optimise for other languages, making the most of the international SEO best practices could put you at the forefront of your market.

  1. HTML

HTML is the basis for a lot of the things we do online but for those wanting to navigate SEO, it can be an invaluable skill. While you don’t need an extensive understanding nowadays, having a basic knowledge of how it works and how to troubleshoot potential issues can save you a lot of time and money in the future. Whether it’s a layout issue on CMS or the implementation of duplicate tags or tracking scripts, a basic understanding can certainly give you a running start.

Even if you don’t necessarily have the extensive knowledge to fix an issue, being able to at least diagnose the problem could help you launch into finding a solution before the issue can leave a lasting effect on your site’s performance.

  1. Indexing

Indexing isn’t technically considered an SEO best practice simply because it isn’t something that you can technically control. While there are ways to bring Google’s bots to your sites faster to encourage them to crawl and ultimately index your site, the best way to do this at the very beginning is to just let it happen. Focus on other optimisation techniques in order to give it a better chance at being indexed higher, and let the bots do their work.

However, if you want to speed up the process, you can implement a few different things to encourage the scanning of new pages:

  • An XML Sitemap: These sitemaps are essentially submitted to Google through Search Console. This will allow Google, and other search engines, to navigate through all of the pages of your site to index those they deem index-able.
  • Fetch And Render: Search Console also allows you to ‘Fetch as Google’ – this will let you request an index for your fetched URL and is one of the fastest ways to index a page.

 

  1. On-Page

By this point, we’re sure you already understand the importance of keywords for your content but on-page ranking factors consist of far more than the words that you use. High quality, relevant and authoritative content has become the key ranking factor of consideration for SEOs across the globe, but there is far more that still needs to be utilised.

Understanding the power of tags, titles, meta descriptions and other on-page features will help you better determine what will help your site perform well. The content needs to address the topic of the page, be concise and relevant and well-written. Content that looks spammed with keywords or has no apparent purpose could actually harm your site and induce penalties rather than prove helpful.

  1. Link Building

The importance of link building for building authority for your site is undeniable and as a result, it’s important that you ensure you understand just what effect it can have.

High quality links from high quality content on authoritative sites can provide value for your own website through trust flow, but websites of a low quality or where the link looks unnatural or ‘paid’ could prove harmful. Google takes trust flow, authority and more into account and as a result, low-quality links can cause your pages to rank poorly in the SERPs. By understanding the value and high-quality link building, you can better prepare your site for the results pages.

  1. Adaptability

If you’ve taken all of the above into account, the final stage that will make the entire SEO process seamless is to learn adaptability. SEOs and webmasters have to be able to change and adapt to new processes, from algorithm changes, to adjustments in the market. Any shift in a target audience or changes by competitors can mean that the entire marketing campaign has to change and that is why adaptability can be so valuable.

The digital landscape is constantly changing and being able to adapt to each and every one is the most invaluable skill you will learn as a marketer or an SEO. Of course, this isn’t necessarily considered a ‘best practice’, but it will most certainly prove far more beneficial to your campaign than you might initially think. Without it, none of the above will be nearly as effective as you might hope.

All 10 of the best practices listed in this guide can give you a key basis to forming an effective SEO campaign. By utilising knowledge of each, you can better prepare your campaigns and adapt your site and campaign to fit what your consumers and the industry demand right when they demand it.

For more information or for a dedicated team to help navigate your SEO campaign, get in touch with us here at Absolute Digital Media.absolute-The 12 Areas of SEO Knowledge You Must Master to be Successful

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Author:

Ben Austin

With a solid background in the sales and finance industry, Ben was inspired by the possibilities of SEO after propelling his own website to search engine success. With a natural flair for digital marketing and a strong work ethic, his entrepreneurial streak soon took over, leading to the birth of Absolute Digital Media.

Naturally ambitious by nature, Ben didn’t stop here, instead pushing the business to new heights, offering a wider range of services to more and more clients. He is now proud to employ a number of SEO, PPC, web design, social media, copywriting and marketing professionals and is driven by all things digital marketing. His passion and persistence have led the company to multiple awards and accolades, such as the company being announced as in the Top 100 Independent Agencies in the UK by The Drum Independent Agencies Census and finalists of the UK Biddable Awards and RAR Digital Awards in 2017. When he’s not busy leading the company on new ventures, Ben enjoys spending time with his wife and children.


Email b.austin@absolutedigitalmedia.com

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