For a small business, search engine optimization (SEO) is a powerful tool that can help you promote your business and drive customers. In many cases, it is the best way to drive traffic to your website, get sales leads and, ultimately, gain more customers. However, a good SEO plan can be complicated. There are many variables involved with improving your SEO and to people unfamiliar with the concept, it can appear to be a bit of a black art.

That’s why it’s important to break your SEO plan into smaller more manageable parts. It’s also important to identify variables that you can track. Having specific milestones will help you determine if your plan is successful or not. If you have unclear, wishy-washy goals, then chances are you’ll get frustrated when your SEO isn’t improving.

Not all SEO variables are the same. There is a whole host of factors that search engines look at to determine how you rank in their search results. You should take a look at which are the most important and focus on those.

It’s also important to remember that SEO is a relative game. Which is to say that you want to rank higher than your most immediate competition. When you start your SEO project, you might think about doing a SWOT (Strength, Weakness, Opportunity, and Threat) exercise relative to your competition.

This can give you a clear view of where you have the best chance of out-competing your competition. It can also give you a better idea of what keywords you should go after and which ones you might want to focus on less. If you can identify a keyword group and focus on that, chances are your SEO plan will see success.

Here are a few of things to remember before you get your SEO plan off the ground.

Identify your variables

There are all sorts of variables that go into an SEO plan and include things like on-page and off page, technical and social factors. It’s important to compile a list of all the variables you want to measure and find out how you’ll track those variables.

Focus on impactful variables

Develop an attribution model that ranks your variables from those with the highest impact to those with the lowest impact. Compiling this list will help you understand where you need to focus your time and energy. Without this, you may find yourself wasting time on things that won’t meaningfully impact your SEO ranking.

Rate yourself and your highest-ranked competitors

Comparing your ranking and your competitor’s ranking can give you a picture of where you need to do work and can help identify opportunities your competition missed. Getting your company to the top result is not only a function of where you current rank but also on how big the gap is.

If you can identify the strongest gaps between you and your competition, then you can start identifying where your biggest opportunities are.

Looking to improve your SEO rankings? Let’s talk! Contact Holony Media today and we’ll help you get your digital marketing plan off the ground.

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