If you want your business to be found in Google by potential customers, you need a specialist search strategy.
To create a search strategy, the following questions need to be answered:
- What is your main online business objective? Is it brand awareness, lead generation or e-commerce?
- How much online competition is there and what keywords have the most value to your business?
- How technically optimised is your website and content for search?
- How much trust and authority does your website have with Google?
- How fast do your web pages load and are they mobile responsive?
Search strategy – SEO services action steps
If you’re short on time, perform these 5 steps to create your search SEO strategy.
- Define online objectives
- Get an SEO website audit done
- Perform website optimisation fixes
- Implement signal driving/link building programme
- Monitor and track results
Why SEO is challenging
What makes Search Engine Optimisation challenging is that no two business are the same and they all face different levels of competition in search engines.
There are numerous search engine ranking factors that affect how a website ranks and Google is constantly adjusting its search algorithm that evaluates how and where it ranks websites.
Importance of mobile
For example, in April 2015 Google released a mobile friendly update that boosted mobile optimised sites in its mobile search index. If your website isn’t mobile optimised, you may only be findable in Google’s desktop index and not the mobile one. This is extremely important as mobile has now become the first screen for many people.
The following video explains Search Engine Optimisation in more detail.
Another thing, organic search engine traffic is NOT FREE!
It takes money, time and effort to rank organically these days, the cost is just structured differently as compared to search advertising with Google AdWords.
Search Engine Optimisation vs Google Ads
In my opinion, these are both search marketing methods to consider in a search strategy and here’s why.
Get visibility fast with search ads
Search advertising like Google AdWords gives your website visibility fast. You’re only ever charged when someone clicks on your ad and you’re in control of your ad spend. It’s results based advertising as compared to a traditional newspaper ad.
Market intelligence through keywords
Search advertising also allows you to gather intelligence on which keywords provide the best value for your business. This is important because not all keywords are the same, some have greater commercial intent than others.
Optimise keywords that give results
When you know what your best keywords are, that’s when you can use SEO to go after those keywords in organic search. In fact, this would be my recommended approach, leveraging both search ads and SEO to drive online business results.
You can still undertake SEO without running search ads, it just means that the keywords targeted for your business are based on educated guesswork rather than market feedback.
Otherwise, it might be useful to discuss your requirements with a search specialist and see what website SEO services you might need as part of your overall business search strategy.