Okay, so you understand how important it is to put time into SEO. Now, how exactly do you go about it? One thing you don’t do is begin trying to implement SEO strategies without some sort of goal for what you want to accomplish.
One of the greatest failings of many SEO plans, like all technology plans, is the lack of a clearly defined goal. The goal for your SEO plan should be built around your business needs, and it’s not something every business requires. For example, if you run a simple blog, SEO might be more expense than it’s worth. But if your plans for that blog are to turn it into a brand, then the simplest of SEO strategies might be just what you need to build the traffic that begins to establish your brand.
If you have a larger business, say a web site that sells custom-made silk-flower arrangements, one way to increase your business (some estimate by more than 50 percent) is to invest time, money, and considerable effort into optimizing your site for search. Just don’t do it without a goal in mind.
In the case of the silk-flower web site, one goal might be to increase the amount of traffic your web site receives. Another might be to increase your exposure to potential customers outside your geo- graphic region.
Creating an SEO Plan 2
For many people, the thought of implementing SEO on a web site that includes dozens or even hundreds of pages is overwhelming. It doesn’t have to be, though.
Prioritizing pages.
Look at SEO in small, bite-size pieces. For example, instead of looking at your site as a whole, look at each page on the site. Prioritize those pages, and then plan your SEO around each page’s priority. Taking a single page into consideration helps to eliminate the “everything has to happen right now” issue and makes it possible for you to create an SEO plan that will maximize your web site’s poten- tial in the minimum amount of time.
Top priority pages should be the ones that your visitors will most naturally gravitate to, such as your home page, or pages that will generate the most in terms of traffic or revenue. When prioritiz- ing pages, you’re also creating a roadmap for your marketing efforts. If three of the pages on your site are your top priority, those three will have the lion’s share of time, capital, and effort when it comes to SEO and marketing.
Site assessment
After you have prioritized your site, you should assess where you stand and where you need to be with your current SEO efforts. Again, assess each page individually, rather than the site as a whole. In SEO, individual pages are equally important (if not more so) than the entire site. All of your efforts are designed to rank one page above all others in search results. Which page is the most important should be determined by your business needs.
Your SEO assessment should be a document that outlines the current standing of the main SEO elements of each page. It should contain columns for the element of the site you’re assessing, the current status of that element, what needs to be improved in that element, and the deadline for improvement. It’s also helpful if you have a check box next to each item that can be marked when improvements are completed and a column for follow-up, because SEO is a never-ending process.
The elements that should be considered during an assessment include:
■ Site/page tagging: The meta tags that are included in the coding of your web site are essential to having that site listed properly in a search engine. Tags to which should
you pay specific attention are the title tags and description tags, because these are the most important to a search engine.
■ Page content: How fresh is your content? How relevant is it? How often is it updated? And how much content is there? Content is still important when it comes to search results. After all, most people are looking for a specific piece of content, whether it’s information or a product. If your content is stale, search engines could eventually begin to ignore your site in favor of a site that has fresher content. There are exceptions to this generalization, however. And one exception is if your content is, by nature, very rich but not very dynamic. Because of the usefulness of the content, your site will probably continue to rank well. But it’s a dif- ficult case to determine. In most cases, fresh content is better.