Any business seeking to improve its marketing strategies and gain a competitive advantage may have heard of the term “search engine optimization,” otherwise more known as SEO.
SEO refers to improving certain aspects of your website’s content to increase its ranking in search engines. This is crucial to making your brand more visible to your target consumers, as people now often use search engines to find information, products, services and more. Unfortunately, while most businesses have attained an online presence primarily through a website, their site may not be optimized for ranking high on search engines. As a result, the resources invested into running the site and creating content are wasted.
If you’re interested in improving your brand’s SEO, then it’s worth considering gaining a thorough understanding of SEO campaign management. Much like campaign management in marketing, once you have a clear set of goals to be achieved through SEO, your campaigns can easily reach such milestones.
SEO campaign management primarily involves planning, tracking and then managing your SEO campaigns. If you’d like to seek assistance from external service providers, it might interest you to read about this SEO agency.
SEO campaign management is crucial for improving your brand’s search engine results page (SERP) rankings. In turn, this will lead to more leads, conversions and higher sales. Here’s a guide to help you learn more about it and how you can successfully carry it out:
Before further delving into the topic, here are some definitions that you might find helpful to know as you learn more about SEO campaign management:
♦ Search engine algorithm: This is the system used by search engines to rank pages. This has been created and designed by search engine developers, and it’s often regularly updated. Thus, keeping up with changes is a must.
♦ Search engine results page (SERP): This refers to the page that the search engine will show after a query is made by the user.
♦ Expertise-Authoritativeness-Trustworthiness (E-A-T): While this isn’t directly a factor that search engine algorithms measure to rank your page, you may use it as a criterion as it may align with elements that algorithms do look for.
♦ Pay-Per-Click (PPC): It refers to a form of advertising wherein you only pay the advertiser for every time a user clicks on your ad.
♦ Leads: These are potential customers that may be interested in what your brand has to offer. They may come in the form of visitors to your websites.
♦ Conversions: This term refers to the number of times a customer or lead is successfully convinced to do a particular task relating to your brand, such as purchasing a product, following one or more social networking profiles, and signing up for your brand’s newsletter.
♦ Traffic: This indicates the number of visitors to your business website.
♦ Keywords: These are factors that search engine algorithms consider when ranking your page as they can indicate relevance to the user’s query.
It’s worth noting that there are plenty more terms that you’ll need to know. However, hopefully, this list is enough to get you started on your journey.
To successfully manage an SEO campaign, you’ll want to know all the tools you can use to your advantage. Individuals who succeed in SEO campaign management always keep a close eye on the latest technology that can streamline the entire process to achieve efficiency. For instance, you may find that artificial intelligence (AI) tools are some of the latest trending technologies applicable across multiple marketing aspects, including SEO. Besides this, other SEO tools may also involve data and analytics, dashboards and more.
By choosing the best tools that are user-friendly, reliable and precise, you’ll be able to gain handy insights into your campaign. This will help you improve your strategy and make more data-driven decisions concerning SEO.
If you’d like to know about some SEO tools to take your SEO strategies and campaign management to the next level, here are some exceptional examples:
With search engine algorithms being a crucial factor that you ought to consider, you’ll be pleased to know that one search engine, in particular, offers tools that can help. Furthermore, the tools will easily integrate into your site’s code. More specifically, Google has a set of tools that can help with different aspects of SEO, such as keywords and data analytics.
Such tools include the following:
♦ Google Search Console: This free tool is available for anyone with a website, and it measures your web traffic and performance, and identifies issues you’ll want to fix. Using Analytics, you can also check how SEO-friendly your pages are.
♦ Google Keyword Planner: With keywords being one of the crucial elements of SEO-friendly content, you might want a tool to help you get the right keywords. Tools like Google Keyword Planner can help you gain first-page rankings and get the most searches.
♦ Google Trends: This tool collects data from the searches of users on Google’s search engine. You can look to it for trending searches and use this when researching keywords for your content.
Another set of tools worth mentioning is HubSpot’s SEO marketing tools. They offer a wide range of comprehensive solutions that can help you rank high on search engines and increase conversions. Moreover, it can also work well with Google’s SEO tools.
One example of HubSpot’s SEO solutions is its content strategy tool. It works by helping you find some trending topics, especially about your niche, allowing you to create relevant content.
An instance of an all-in-one solution, Moz Pro offers many toolsets for attaining good SEO. This includes technical audits, reports, insights, as well as keyword research.
Now that you’ve learned about the vital terms and tools you need to use along the way, you may be interested in learning exactly how to manage an SEO campaign. That said, here are the steps you can take:
The first step would be to set a realistic set of objectives and timeframe. This may include setting the metrics, such as conversions and leads you to wish to get, and having a schedule for the entire process. Other objectives may also include increased visibility and higher rankings.
The next step would be to conduct your research before creating your content. This will enable you to make your content more SEO-friendly upon creating it. Some things you may want to include in your research are keywords, trending topics and searches and the rankings on search engines. You may also factor in your niche and target audience to ensure that your content is relevant to them.
Third, it’s time to create your content now that you’ve conducted your research, have your list of keywords and know what relevant topic to cover. You may start by writing an intriguing title that uses the keywords you wish to include.
Then, when you’re writing your content, it’s crucial to ensure that it’s compelling and eye-catching. Moreover, consider making it accessible and organized, as poor user experience can negatively impact your SEO. For instance, you can arrange it by including subheadings to make the main points of your content more accessible.
The fourth step would be to test or audit your site and content to determine if you’ve succeeded in making them SEO-friendly. There are plenty of ways you can do this, with a web crawler as an example. However, you may also employ other various SEO auditing tools available online.
Based on your audit results, you may now revise your pages and your content to be SEO-friendly. For instance, if you find that you failed to include and mention enough keywords, you may add them now.
From here, consider getting and adding your backlinks. As E-A-T is a valuable factor to measure, backlinks help you achieve this as it builds credibility. To add backlinks, you’ll simply pick the appropriate anchor texts and add links to them, making them clickable.
Moreover, when adding backlinks, you mustn’t link just to any source. Instead, ensure that they’re reliable and reputable. Link building is only helpful if you include quality backlinks.
Lastly, now that you’re done optimizing and launching your content, simply monitor the performance of your campaign. You may use the data and insights you gain to guide your future content releases to achieve better SEO.
A thorough understanding of search engine optimization and its campaign management is crucial for increasing the conversions of your brand’s website. SEO can improve your brand image, increase sales and reach more customers in your target market when correctly done. Unfortunately, as managing SEO campaigns, running sites and creating content require investment in terms of time, money and talent, poor SEO can result in resources being wasted. Thus, hopefully, the guide above has helped you gain a better and more thorough understanding of SEO campaign management.