In SEO we could apply the popular saying that says: “He who covers a lot, squeezes little”. Before a web positioning project we must have our sights set on achieving certain objectives and to achieve them there is no other choice (there are few niches left in which to do a little bit of positioning) than to face it with a well-defined strategy. In the East post let’s try to answer the question What is strategic SEO? and to propose some keys that can be used for many projects, but beware! for others it will not work, although if we are clear that to reach a point in SEO we have to inform ourselves, analyze, optimize and analyze again (in this order) we will already have a long way to go.
Know your SEO project
It is vital to soak up the project that has fallen into your hands. know your customer and find out everything you can about the products or services offered by the website you intend to position, whether you work as an agency or en casa. meet the (what differentiates you from your competitors), those areas that you want to promote, those that you want to maintain and find out if any SEO has been done in the past or if the website has undergone changes (new design, migrations, protocol changes , etc.). The more starting information you get about an SEO project, the easier it will be for you to deploy a good strategy and achieve goals.
On the other hand, it is essential that in a first stage you know which server you have (location and technical characteristics) and make a crawling of the web. With tools like Screaming Frog, DeepCrawl or similar you will get objective data (they could have told you anything, but the tools don’t lie if you use them correctly). It is important that you see the size of the web, how much is indexed in the search engines, know if you have registered Analytics and Search Console, check the metadata, duplicate content, the amount of backlinks and its origin. A general audit will help you locate yourself. And don’t despair if you come across a disaster! That’s what the .
Analyze your competition
It is essential to know how the competition is regarding your keywords or other keywords they rank for and you don’t. Tools like Semrush or Sistrix are very effective when facing domains and monitoring your most common competition. The strategy here consists of detecting well who your competitors are. Here I recommend that you not only rely on the tools, but that you do searches on Google (or on the search engine on duty if you are part of that 1%) to find out which websites position themselves ahead of you or which ones are immediately behind. Once the competition that revolves around your keywords main dissects the landings of the competition: analyzes their On-page and checks if the bet is strong in the off page to find out if you can afford to compete with them as equals, or if you are going to have to redouble your efforts to stay visible.
Monitor and select keywords
The next step would be the market study, which in SEO is called a Keyword Research: the search for potential keywords to position our website. The most common strategy is to go for keywords long tailbut this will depend on the niche (the insurance sector is not the same as dog grooming) and the size of the project, that is, the geographical area where it provides or sells its services and/or products (it is not the same position itself in Madrid than in Pontones de Arriba).
Analytics is the key to SEO strategy
I think the time of those SEOs hidden in their SEOcave and protected by their SEOtools, optimizing a website from the first to the last url without caring about the passage of time or those on duty, is over. Analytics applied to positioning has opened the door to a much more refined SEO, which not only optimizes the web, but also your time and saves useless efforts to achieve better defined objectives. With analytics (and log analysis fits here too) we can check which parts of a website are working better organically and which potential parts are not doing so yet, among many other things.
Don’t neglect off-page SEO
Of course, another fundamental pillar in an SEO strategy must be the care, creation and optimization of backlinks. Tools like Majestic or Ahrefs have a database and a dashboard optimal so that you can monitor all the links that point to your website, with what anchor text link you and what is the PA and DA of each reference domain. At this point, you can’t forget about the competition either. Your chances of ranking for a keyword will depend, to a large extent, on how competitive that keyword is and the effort that your competitors make at the level of link building. Google tries by all means that this aspect tends to be as natural as possible and tries with each update of the algorithm to further limit the purchase of links, collaborations win to win of blogs and of course the PBNs. Again here, your gaze should be strategic and focus on those potential pages that have more authority. The strategy of link building it can be as deep as you are willing to invest in effort and budget.
Of course, each project is “of his father and his mother”, so there are no recipes and the strategies can be diverse. It is not the same to work with a corporate website, with a catalog or with an online store. Here we have started from a case, let’s say, of SEO maintenance, that is, a project that already has an online tour. It will be very different to start a website from scratch, or to carry out a migration where the SEO strategy has to start from before with the information architecture. Nor have we touched on issues such as ASO, very specific for mobiles; or facing a vision of communication media, where SEO is done with different objectives and techniques. but worth this post to guide and lay some fundamental foundations and above all to realize how important it is to have a strategic vision in SEO and how, each time, it relies on more adjoining disciplines: analytics, content marketingsocial media, u/x, etc.Long live SEO!
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