If you own a business and have a website, there’s a chance you’ve developed a negative stance toward SEO. Maybe you had a bad experience with an “SEO company” or you just spent too many dollars without seeing or understanding the return you got on your investment. It’s true that there was a time where shady SEO techniques were employed and then subsequently penalized, which left many businesses angry, confused and jaded about the merits of SEO. But it’s also true that those times are well behind us and a new era of SEO – called AdaptiveSEO – is being ushered in. Moving forward, businesses need to embrace the progressions of the digital landscape and start re-focusing on SEO, regardless of their past experiences.
Publish Content That Your Prospects Are Looking For
More than ever, SEO is now about integrating various digital marketing tactics that work cohesively toward accomplishing one goal: highlighting your business’s value to Internet searchers. It’s no longer about “ranking #1 on Google” using any and all tips and tricks at your disposal because many of them don’t offer value to searchers. Think about it from the customer’s perspective in a real world example. Let’s say you own a store and create an amazing billboard that’s visually appealing and includes a great offer. Customers see the billboard and visit your store, but the problem is your store is messy, unorganized and doesn’t match the image your billboard portrays. Trying to rank well in the search engine results pages (SERPs) with a “fancy billboard” not only doesn’t work, it’ll also drag other aspects of your digital marketing strategy down. You need substance, value and an open mind to do great SEO in 2014.
Content marketing was the big trend in 2013, and while an ever-shifting market means you need to be cautious with hot topics and buzzwords, content really is the lifeblood of AdaptiveSEO. A good content strategy means getting into the minds of your potential customers and determining searcher intent. This means coming up with the personas that are most likely to be interested in your brand and then figuring out what they’re interested in and why. Next, you need to create great content around the topics that are most relevant to your potential customer base and ensure to deploy it with good technical SEO and a social media plan. If you can produce high-quality content that meets those requirements on a consistent basis, you’ll be well on your way to laying the foundations of a great AdaptiveSEO strategy.
How to Master AdaptiveSEO
The Keys to A Successful Strategy
Worrying about what search engines like Google want has always been a part of any SEO strategy. And while keeping up with the latest algorithm updates is still important, SEO is becoming more about the relationship and engagement between brand and customer. Here are a few keys to developing a successful AdaptiveSEO strategy:
- Use fundamental SEO: there are still a few technical, on-page SEO aspects you need to ensure are properly implemented. Page titles and meta descriptions remain an important part of SERPs and site speed matters in the age of instant gratification more than ever.
- Become a publisher: regular, relevant and interesting content will be the backbone of your AdaptiveSEO strategy. Research keywords and topics and write about what your potential customers want to read. Take advantage of a great opportunity to claim your content by properly setting up Google Authorship (something that also helps on SERPs).
- Measurement: just like everything else in the digital realm, tracking and measuring the results of a strategy is as critical as the strategy itself. You need to know who is finding, reading and sharing your articles and how well your content is performing in the search engines. You won’t know whether you need to change your plan if you can’t tell how you’re doing.
These are only some of the many reasons you should invest in and embrace AdaptiveSEO. Laying the groundwork of a strategy that will always bring value to your customers is the only surefire way to SEO success. For more information or guidance on how to better understand and implement AdaptiveSEO, please get in touch with WSI Thames.
If you’re still not decided, please do register for our free webinar (if you’ve missed the Adaptive SEO webinar on 27th March, there will always be another interesting topic imminent)
“Adaptive SEO Marketing Guide” (click link)