SEO Specialists should be able to adapt to Google’s changes on the fly. I’m not exaggerating when I say that for SEO, you either adapt or you die. I can’t stress how crucial it is for any SEO to be ready to accept any changes in the industry and to always be informed on the regular updates that any search engine releases.

Whenever you notice an update, you should immediately evaluate and integrate the changes through your on-site and off-site testing, create some link building campaigns that are in-line with the changes, and all the other SEO tasks you know and love.

However, we all know that this is easier said than done. Ensuring that all your efforts are focusing on valuable traffic, and ensuring that the traffic you have could help your brand grow to new heights are only some of the things that you should take note of. Today, I’ll be showing you how you could edit your SEO strategy in accordance with the sudden changes your business undertakes.

Situate Your SEO Strategy Alongside the Business Strategy

One change that might happen to a business is to change their marketing strategy – either for budgeting purposes, change of executives, or failure of the old strategy. One such example of a change in marketing strategy is to change their target audience. Instead of targeting a broad audience, your business might want to target a specific audience.

If this is the case, then you will be competing with more competition and less volume. It’s basically the classic Quality v.s. Quantity talk. Therefore, all your SEO efforts will now be focusing on the specific audience you want to target. You will need to adjust your SEO strategy correspondingly to obtain your desired conversion rate.

Coordinate with the Marketing Manager

Make it a point to always coordinate with your marketing manager because it will help you create a list of items that you need to evaluate in order to better grasp what your company’s long-term objectives are. The ideal factors you should be focusing on are the vision of the company, the competition in the industry, your target audience, and much more.

Specifically, your marketing strategy should be researching and analyzing the following:

  • Location: Research which countries and places are the most helpful to your product or business. This could be determined by examining a number of your sales, leads, and potential revenue by region/country.
  • Industry: The next step should be the enumeration of industries that you should invest time in – from insurance to e-commerce, etc.
  • Audience: Enter the marketplace to get a feel of who your target audience really is, and what exactly are they looking for.
  • Research a list of keywords that you would like to target.
  • Analyze the strategies of your competitors, and update your current knowledge of them. Then, generate a new intelligence report about your competitors and industry leaders.

Keyword Research

After you have collected all the necessary information that is in accordance with your company’s new strategy, you will now proceed with generating a new keyword research strategy.

One of the best ways to start your keyword research is to check your updated list of competitors. Check up on the rate of their received traffic, and which keywords will be relevant to your own company.

Here are some tools that I recommend:

You can use these tools to obtain your competitor’s list of keywords. I also recommend that you would not limit yourself to using just 1 keyword tool, it is actually crucial for you to use multiple keyword tools to help you generate more ideas.

By using multiple keywords, you can discover new perspectives for your keyword strategy. Additionally, through multiple keywords, you can group the keywords into relevant groupings to effectively heighten their accessibility.

Afterward, group the keywords in the list based on their topic, relevance, and volume. Then, separate the keywords based on their possible performance. One of the best tools for this is Ferzy because this tool gives you an accurate picture of how your keyword would perform.

Now that you have finished researching, listing, and organizing your keywords, you should immediately start mapping the keywords into your site pages. Always remember that it is important to integrate the keywords into your titles, H1s, H2s, and descriptions.

Concentrate on RELEVANT Traffic

Historically, numerous SEO practitioners assumed that when you get more traffic, you will be improving your rankings. I am here to tell you that this is wrong. The correct way that SEO practitioners should look at SEO rankings is that when you improve the quality of your traffic, your rankings will correspondingly improve.

The best example I could give you about focusing on RELEVANT traffic is to show you what SimilarWeb did to their site’s irrelevant traffic. Some reasons that pushed them to remove their low-quality traffic from the index is because:

  • It provided 0% value to the business in regards to leads or sales.
  • They had a high bounce rate
  • Low page views per user
  • Contains content that is not relevant to their business.

One of the most important aspects of Google is that they provide only the best result for every query. Consequently, if you have irrelevant content in your site, and it is not performing that successfully, then you should either rewrite it or remove it from the index.

Key Takeaway

Experiencing changes in your company’s strategy is not always bad news. These changes can also introduce you to an amazing opportunity to improve your SEO. It will help you analyze the current state of all your SEO endeavors.

By identifying what is effective and what is not, then you will be gaining the sufficient knowledge that not a lot of SEO practitioners have. This kind of knowledge helps you be ready for any problem that might occur in the future, and it can help you build an effective strategy that will not only attract traffic but also users that have a high chance of converting.

by Sean Si

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