Nothing strikes more fear into the heart of a company manager like the phrase SEO strategy. Why? Because it’s a complex process that involves numerous elements. We understand it can be confusing for someone who has never dealt with SEO before. Because SEO is a foreign concept, you may find easier to ignore SEO strategies and to use only surface-level marketing methods.

This guide can help you understand how SEO works and what elements a successful strategy should include.

Run an SEO audit

Before designing an SEO campaign, you need to understand where you stand. You cannot measure your strategy’s success if you don’t know where you stand. Therefore, the first step in creating an SEO strategy is to audit your website because it establishes the baseline understanding, and it identifies the aspects that require improvement.

An SEO audit can reveal many aspects important for your campaign. It will reveal how user-friendly the page is, if it’s easy to navigate it, and if people find it trustworthy. It also identifies the issues that generate loading problems. The audit checks if the links are functioning correctly, and if they send the visitors to the right destination.

An SEO audit works similar to a report, it shows the areas you can improve and it helps you create strategies that bring conversions.

Use content to boost results

A successful strategy is created on the bedrock of high-quality content and fully optimized on-page SEO. When you create website content, being it for your blog or category pages, it should include keywords your targeted audience may search for.

It’s essential the content you create to provide value to the readers. You can do it if you educate the website visitors on a subject that interests them.

  • You can provide answers to common questions the public has regarding your products or industry.
  • The content should bring solutions to problems people have or offer information about a product or service you intend to launch.

Content is the key to improve your SEO strategy because it’s one of the most effective tools to attract people. When content is interesting and easily sharable on social media platforms, your clients consider your brand captivating, and they want to find more about it.

Backlinks build reputation

This may be the first time you hear the term backlink. It’s a clickable link integrated into text content on your website or another web page. When a trustworthy page links to your official website, it boosts its authority and it builds brand reputation. When you choose the websites for guest posting, ensure they are reliable according to Google algorithms. Most of the time, famous websites like Medium, New York Times and Forbes are reliable sources.

Another way to create backlinks to your website is to add high-authority links in the content you post on your blog. If the links back to credible sources, your SEO campaign for 2020 will reach unexpected success.

An important part of any SEO strategy is to collaborate with authoritative websites to create mutual backlinks. However, for high-authority sources to accept it, you need to have a fully-optimized website and to deliver high-quality content. Building backlinks is effective in driving traffic to your website and improving search engine rankings.

Ensure your website is mobile-friendly

Smartphones are here to stay. The fact is that more and more people use mobile devices to search the Internet. Research states that the number of smartphone users is expected to exceed 4.7 billion by 2020.

When you perform the audit, you need to check if your website is optimized for mobile. If it’s not you need to upgrade it fast. Mobile devices drive over 50% of the global web traffic because people find more comfortable to use their phones or tablets to access the Internet. Bearing this in mind, it’s a mistake to neglect mobile responsiveness.

Google modified its algorithm to prioritize mobile-friendly search results. The experts from state that you need to consider some aspects if you want to create an SEO strategy that takes the above statement into account. When you upgrade your website, you need to ensure it provides quick mobile response times, the text is formatted to fit smaller screens, and it doesn’t include images that can slow down the responsiveness of the page. Considering that you lack web design and development knowledge, it’s recommended to work with experts to operate the needed changes. But before hiring web developers, consult with SEO experts to audit the website and to make recommendations.

Create SEO-friendly URLs

Your URLs are the last thing you think about when you create a marketing strategy. Even if the URL seems an insignificant element in an SEO campaign, it impacts its success more than you imagine. A small number of characters store plenty of information for both Internet users and search engines.

Until now, you may’ve not heard the term SERP, it stands for Search Engine Position Ranking. To rank your website in the first results of a search page you need to build a responsive website and to meet certain requirements. The most important ones are listed above. SEO practices impact your SERP, so you need to consider them every time you create a campaign. If your website has too long URLs with random letters and numbers, search engines will find them suspicious and will influence the SERP rating. Sometimes suspicious URLs also discourage potential clients to visit your page.

You should ensure all your URLs are easy to read and offer your visitors an idea of what content you posted on that page.

The following examples will show how the URL impacts the user’s decision.

In 2020, effective SEO strategies are more than using the right keywords. All the above elements will help you create an effective campaign that will market your brand and attract clients.