How to create your business’ short and long term SEO content strategy

DARIA MIROSHNICHENKO

SEO ANALYST

26 May, 2021

Sometimes when talking to new or potential clients, they tell us they have had a previous negative experience working in SEO, so they are unsure whether investing more money in the project is actually worth it.

A common complaint is that they are implementing many different actions, but they do not see any positive results. In this way, they are disappointed in organic optimization, believeing the investment is not worth the money spent.

The truth is, organic web optimization is a long-term job. When implementing the vast majority of SEO actions, you cannot see results in a week or even a month (and, sometimes, not even in several months). However, there are several actions that pay off much faster and help the business site achieve immediate growth, while we wait for the long-term actions to pay off.

In this article, we’ll explain how to create a SEO content strategy for your business site, which would work both in the short and in the long term.

SEO strategy

A complete content SEO strategy includes the following steps:

  • Definition of KPIs
  • Keyword Research and benchmark
  • Definition of short-term target keywords
  • Definition of long-term objective keywords
  • Action Plan / Road Map / Retro Timing
  • Monitoring of results

Next, we will study each one of them one separately in order to understand the importance of each step.

Definition of KPIs

In the first phase of defining the KPIs, it is crucial to choose relevant metrics for the business. For example, if we talk about the e-commerce page, the most relevant metrics would be the number of organic transactions, income, etc. But if the website is from an online magazine that earns money from advertising, the most relevant metrics would be the number of sessions, pages/session, time/session, etc.

The correct definition of KPIs is key to all the next steps of the organic strategy.

These are the most common KPIs for SEO:

  • Organic sessions
  • Organic transactions
  • Branded / non-branded impressions and clicks
  • Average keyword position
  • Organic CTR
  • Bounce Rate
  • Other relevant metrics for the business

Important: To track KPIs, it is recommended to only use your own measurement tools (Google Analytics, Google Search Console, etc.). It is not recommended to use third party metrics (eg Domain Authority in Moz, organic traffic in SEMRush, etc.) because they may contain errors in their data and incorrect information.

Keyword Research and benchmark

The objectives of this step are, firstly, to discover how users search for products and services; and, secondly, to investigate the current positioning of the web in search and to compare it with that of the organic competitors. In this step, the preparation to download the SEO strategy will be done and the necessary information will be collected.

This step includes the following actions:

  • Keyword analysis

Compilation of all keywords related to the business and definition of the search intention for each one (navigational, informational, commercial or transactional).

In this step, the search trends for each word will also be observed and low and high seasons will be defined.

  • Competition analysis

Definition of the closest organic competitors and analysis of their search positioning. It is important to note that offline competitors are not always the same as online. Sometimes large companies that have a strong physical presence do not have optimized web pages, so they cannot compete with smaller companies on Google.

After defining your competitors, you need to analyze your online visibility, your keyword positions, and your web architecture to create an SEO benchmark.

It is also important to define your own positioning compared to the competition to track changes in visibility in the future.

Defining short-term keywords

At the end of the research phase, the preparation phase to create the SEO strategy begins. For this, it is necessary to choose the keywords that will be dveloped in the short term. These will be chosen from the complete list of keywords that had been previously analyzed. They must meet the following criteria:

  • Long-tail and low difficulty level keywords
  • Keywords already positioned in Google
  • Keywords used by competitors with less authority

Defining long-term keywords

Once the short-term keywords have been obtained, the keywords for the long-term strategy must be chosen. These should be:

  • Transactional: high conversion rate, contain words like “price”, “buy”, “cheap”, etc.
  • High search volume
  • High difficulty level, and highly competitive.

Roadmap

In the roadmap creation phase, it is necessary to define the actions that we are going to carry out throughout the first and second phases of the project.

  1. Quick wins

The first phase of the SEO strategy is called Quick Wins and includes easy-to-implement actions that give an almost immediate result. For example, these actions could consist of optimizing meta-titles, meta-descriptions and pages ranked by keywords with low competition. This phase lasts from 1 to 3 months.

  1. Big Wins

In the second phase, they begin to implement long-term actions that do not give immediate results, but that help to obtain more significant and beneficial results after a few months.

Here, the web architecture begins to be optimized according to the keywords with the highest search volume and high level of competition. On-page content is also optimized with long-term keywords, and new categories, subcategories, etc. are created.

Tracking of results

The tracking of results should be a recurring action in the SEO strategy. It is recommended to measure the evolution of the KPIs on a monthly basis, based on which to extract the insights to determine if the strategy is working correctly or if it is necessary to make modifications.

To measure the results, it is recommended to use tools such as Google Analytics and Google Search Console, and not to make decisions about the data from external tools.

Why work with us?

Rocket has a multidisciplinary team, expert in all aspects necessary to carefully plan and carry out a complete and effective online campaign in order to boost the sales of your business on all digital platforms. With a team with extensive experience in leading renoun companies such as Mango, Stradivarius or Desigual, Rocket adapts to the needs of each client to design a plan focused on improving the performance of their website.

If you would like to discuss with our specialists how they can help you develop the SEO strategy of your business, do not hesitate to contact us!

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