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Search engine optimization (SEO) is one of the hottest marketing tools in the world, right? Well, you may be surprised to learn that 70% of businesses don’t have an SEO strategy, which is great news for you. That means there’s less competition standing in your way!
However, a successful SEO strategy needs a few key components, which is why so many businesses avoid it. Luckily, if you learn what they are, you can start building your strategy right away. Let’s talk about the SEO process and how to scale your SEO strategy in 2022!
Understanding the SEO Process
Before we discuss scaling your strategy, let’s quickly define the process. SEO needs a few key components for long-term success, and here’s how they work!
Building a Strong Website
A scalable SEO strategy has to be built on a strong foundation, and that foundation is your website. Google has over 200 ranking factors, most of which directly involve the quality of your website. Some of the most important factors include:
The list goes on, but this is a good start, as Google prioritizes sites that score highly on these factors. Google’s algorithm has a job to do, and it’s to promote high-quality, relevant content to its users, so it would reflect poorly on their service if those websites were not up to par. For that reason, we recommend going all-out with building your website initially, or with a redesign.
Since most users spend their online time on high-quality sites like Facebook, YouTube, and Amazon, they expect a certain degree of quality. We’re not saying you have to compete with tech giants, but rather to recognize that they set the standards for the internet. You don’t want your website to stick out like a sore thumb.
Stellar Content Creation
Following up a killer website with a killer content marketing strategy is just about enough. You’ll find more items on this list, but we can assure you that these two alone will get you pretty far with your SEO strategy.
Again, Google’s algorithm is looking for quality, and so are other sites that may link to yours, which will help your strategy. If you consistently offer highly relevant information that’s better than your competitors, you will eventually rank.
Using the right keywords is important, but you don’t need to pay too much attention to it. Take a look at your competitors to see what they are offering and do your best to offer better content to your users, search engines will eventually take notice. Always remember that content creation is for users, not for search engines!
Building backlinks (links from other sites to yours) is an essential component of a long-term SEO strategy, but don’t worry. Google doesn’t expect a 3-month old website to have a lot of backlinks or even any at all. However, for long-term SEO scalability, you will want to develop a link-building strategy.
The best way to build backlinks is exactly how search engines want you to build them, organically. In most cases, this comes down to building quality content on a quality website to give others a reason to link to your content. After that, you can reach out to potential affiliates, try guest posting, offer link exchanges, and more.
Just remember, not all links as equal. Links from companies that are industry-specific, location-specific, or that have high authority are worth far more than from your neighbor’s blog. If you’re going to put in the effort for outreach, make sure they’re worth your time!
The key to any SEO strategy is consistency. Consistent uploading, consistent quality, and consistent general topics will help you grow your strategy over time. Google loves to see websites and blogs that upload on a consistent schedule without a lot of filler or fluff.
How to Scale Your SEO Strategy
Now that you know what goes into an SEO strategy, it’s time to talk about scale. Nobody wants their business to rely too heavily on paid ads forever. It’s simply not feasible.
Well, here’s what you can do to boost your organic traffic for long-term growth and sustainability.
Avoid Scaling Too Quickly
This is our first tip for a reason. Anything on this list can help you improve your SEO efforts, but you have to remember that SEO is a marathon, not a sprint. It takes time to develop an effective content marketing strategy, so don’t expect to see results overnight.
Trying to beat the system doesn’t work out too often. Google has too many safeguards in place and they want to promote organic, steady growth for their organic results. If you try to rush your strategy, it’s only going to hurt you in the long run.
To scale a website over time, you’ll need to set realistic goals. If your SEO services are offering thousands of “high-quality backlinks” or to rank at the top within weeks, chances are that they will harm your strategy rather than help it.
Instead, find services that offer realistic expectations for the right price. There are no shortcuts in SEO, but the payoffs are well worth the effort!
Upload More Content
You can build this over time to avoid setting off any alarms, but the more content you upload, the better. Blogs that post daily receive an average of 5 times more traffic than blogs that don’t. We’re using blogs as an example since they’re the most common form of content marketing, but this applies to others as well.
As you continue to expand your content marketing strategy, try to work up to daily uploads. If you’re currently posting once a week, try adding another post per week every month until you reach daily posts. Don’t make it too abrupt, but try to upload as much as you can without sacrificing quality.
A good strategy is to try to build as much content as possible in advance so you can post it at the right times. Most platforms like Shopify or WordPress will allow you to time your content in advance, so you won’t have to worry about it. Try to build as much as possible so you never fall behind.
Diversify & Integrate
Again, SEO is a long-term strategy. You will need to bridge the gap before it pays off, and if you do it right, it can even help your SEO strategy.
Using Google Ads will help you find the right keywords to target, but every marketing effort that drives traffic to your site will be a boon for your SEO strategy. The more traffic and engagement you have, the better off you’ll be.
Diversify Your Keyword Strategy
To build both short-term and long-term traffic, we recommend using a wide variety of long-tail and short-tail keywords. If you’re unfamiliar with these terms, don’t worry. As you build a keyword list, just keep these two categories in mind.
Short-tail keywords are the obvious ones that industries will try to rank for, but they come with a lot of competition. Imagine being a small car dealership and trying to rank for a keyword like “used car” or “new car”. After several years of consistency, it’s feasible, but not in the short term.
However, a small car dealership could feasibly rank for long-tail keywords like “used Toyota Tacoma near me” or “best sedan to drive in Maine”. These are location-specific, and they have less competition. Sure, they come with fewer clicks, but they will help you generate organic traffic much more quickly.
Using your favorite keyword research tools, simply find keywords that have lower competition and higher search volume, and do your best to create high-quality content around these keywords!
Track Key Metrics
If you don’t track your strategy’s performance, you’re running a race in the dark. At the very least, you need to know who’s visiting your site, how they got there, and how long they stay.
This is easy to do using tools like Google Analytics or other online analytics tools. They are completely free to use, so keep tracking and look for steady, consistent growth over time.
Start Building Your Strategy Today
Now that you know more about the SEO process and how to scale your strategy, why wait? The sooner you start, the sooner you can enjoy the rewards. SEO takes time, but once you build the strategy, the payoffs can last for a lifetime.
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