Search Engine Optimisation (SEO) is one of the best and most successful ways you can market your business organically online. By working with an SEO consultant or SEO specialist, they can effectively deliver a strategy that can help to increase your website’s visibility on search engine results pages (SERPs), gaining more consumers which ultimately leads to more revenue.
But how do you create a successful SEO campaign? We’ll be discussing the key elements you need for a successful SEO campaign and how you can improve your visibility on search engines to generate organic site traffic.
Let’s get started.
What Is an SEO Campaign?
An SEO campaign is a key component of any digital marketing strategy. It’s a long-term plan aimed at improving a website’s search engine rankings. It looks at each of the key SEO pillars which are on-page, off-page and technical SEO ensuring tasks are being delivered to effectively improve your SEO standing.
SEO campaigns are incredibly useful to businesses as they can help to increase organic traffic, help your website rank higher over the long term ultimately, improving your ability to generate more of what your business requires to grow. It’s an incredibly cost-effective solution because over time, its effectiveness grows.
Think about it – how many times have you searched for something on Google? According to statistics around 90 per cent of online purchases start with a query via a search engine. If you want to attract more organic traffic to your site and convert them, you need to ensure your SEO campaign is spot on!
Key elements to successful SEO campaign
Now that you understand what exactly an SEO campaign is, let’s look at what makes one successful. While many people might think that you can do some keyword research, publish some content and wait to reap the rewards, there are a few key elements you need to consider.
Technical SEO
Technical SEO is the first step to ensuring your SEO campaign gets off to the best start. It can take days or months depending on the size of the website. Technical SEO revolves around a search engine’s ability to properly understand your website. When you get the technical aspect of your SEO right, it builds a great foundation to work from long term. These are areas across technical SEO that are reviewed:
Site structure and navigation
Many websites fail because they have been poorly designed, this includes the hierarchy. So, by ensuring the hierarchical layout of your website is simple and effective for search engines from the start you don’t need to worry as much about them indexing your site pages. When you have the foundations of your website right, it gives your website the opportunity to grow.
URL Structure
In addition to your site structure and navigation, another technical feature that improves your SEO is your URL structure. It should be short, descriptive and easily readable and contain your target keyword so that search engines can better connect visitors with relevant content.
Site Speed
How quickly your website loads plays a big part in how far up you rank in search results. A site that loads quickly and offers a positive user experience is twice as likely to be popular with visitors and therefore more visible in SERPs. Optimising page speed is incredibly important if you want to rank well in search engines.
Metadata
Every web page has a set of metadata which is visible in HTML. Metadata such as meta titles and descriptions are vital for your website as they help to give visitors an insight into what your page is about and whether or not it’s relevant to what they are looking for so it’s important to use high-quality titles and descriptions across your site.
Canonical Tags
Google doesn’t like repetitive content as it makes it difficult for them to understand which version of a page to index (Google will only choose one), which page to rank for relevant queries and it makes it harder to understand if it should consolidate link equity on one page or split across multiple pages.
Canonical tags solve these issues as they let you tell Google which version of a page it should index and rank. If you don’t do this on your website, Google will select which version they think is the best and while it may not seem harmful, they could be indexing a page you don’t want them to so it’s important you focus on these as part of your technical SEO strategy.
On-page SEO
On page SEO is the second step in a successful SEO campaign. It is the process of optimising content on your website to rank higher on search engines.
Long tail SEO Keyword research
Long-tail SEO is a valuable part of any SEO strategy if you want to produce high-value organic traffic. Long-tail queries consist of three or more words. They usually tend to have less competition and search volume so they’re easier to rank higher for. This can help you to reach your target audience quicker and improve your conversions faster. When your site is optimised for long-tail keywords and people start clicking on your web page, it brings lots of value to your business and can help position you as an industry leader in your field which helps you rank higher on search engines leading to more traffic and conversions as a result.
Short tail SEO Keyword research
Short tail keywords are also important to your SEO campaign. They are broad search terms containing less than 3 words. These keywords typically have a larger search volume and can be harder to rank high for however they shouldn’t be overlooked. When implemented correctly, short tail keywords can attract more website visitors and drive higher conversions as a result.
High Quality Content
For any SEO campaign to be successful, you need to master producing high-quality content. In SEO, content reigns supreme, it really is true. If your website doesn’t feature engaging, in-depth, quality content then there is no point in it existing. By utilising keyword research and understanding exactly what it is your consumers are looking for, you can create content to appeal to them.
Creating ordinary articles won’t do, you need to engage your target market and speak to their wants and needs. When you engage your audience, they will spend longer on your site and this will help search engines see you as a credible source of information. This will lead to your site being ranked higher next time someone searches for your product or services.
Off-page SEO
When the technical elements and on-page sections are taken care of, you also need to look at your off-page SEO. Off-page SEO is a crucial part of any SEO campaign and refers to SEO tactics that are done on other websites.
Off-page SEO helps to establish your website as a credible source of information. Without this, your site might struggle in search engine rankings. Certain websites will rank higher because they have a robust link building strategy in place. Earning credible backlinks from high-authority websites helps position your website as a reliable source of information. To put it simply, high authority links work like a vote of confidence from one site to another and this can help you to gain more clicks and more conversions.
Final Thoughts
A successful SEO campaign needs to factor in the three key pillars of SEO as this ensures your SEO campaign goes from strength to strength. When you get these three pillars right, you will see your website start to climb the ranks in search engine results pages, as well as a boost in traffic and sales.
Why work with an SEO Consultancy like Egnetix Digital?
Egnetix Digital is an SEO consultancy with a wealth of experience working with brands and marketing agencies on all aspects of SEO. With an excellent track record of delivering strong organic growth, we can ensure you’re set up for success right from the start.
If you have been thinking about getting an SEO consultant to deliver first class SEO services for your business, then look no further than Egnetix Digital. We can work with you to ensure long-lasting results, so why not contact us today to see how we can help you with your SEO strategy.