The SEO process is complicated. It’s forever changing and evolving as the web grows and usage adapts to new technology and new software. The details may change but the overall process is generally the same and the entire process requires constant care and attention to get the most from it. Your website should be tweaked to remove any keywords that don’t work and any web pages that aren’t effective.
The tools available to you contain a wealth of information and allow you to quickly analyse your webpages, check performance, track usage and behaviour. Accessing and reviewing this information effectively will give you an advantage over most other websites.
The process is iterative because when you collect more data you can then use this to build on what you already have and optimise your website even more. Regular, fresh and interesting content is also one of the best ways to increase your Google ranking so this should be on going as well. Anyone who believes they have completed the process will quickly find that the rules of SEO have changed (Google search algorithms are updated), technology has changed (HTML 5 widely supported) or users accessibility has changed (mobile usage surpassing desktops). Then their Google ranking will drop, their website will looked dated or may even be unusable.
Digital marketing is still in its infancy and because of this it’s not always fully understood; either by users or by those in charge. Traditional marketing can be difficult to track and calculate a ROI. Digital marketing is precise. ROI can be tracked in realtime. Information is available that can help you understand your audience, what they want and how they want it. You can then use this to target specific groups. Marketing is no longer mass marketing. It’s specific and targeted with pin point accuracy. That’s where SEO comes in. Without it then you’re using aged mass marketing techniques while ignoring the data available to you.
This might work fine if you have the budget but for SMEs you’ll find that your advertising budget is quickly spent with little or no return.
SEO Process Steps
- SEO Goals and KPIs
- Keyword Analysis and Research
- Coding and Optimisation
- Site Performance and Speed
- Link Building
- Reporting and Tracking
Useful SEO Tools
There are many tools out there to help with SEO analysis, free and paid. Here’s a brief list of what to Google:
These will scan a page and give you a breakdown of lots of SEO related details. From checking meta tags to keyword density.
Quickly scan a page to check what keywords are optimised on there. This can be useful to check you’ve got it right or to check what competitors are up to.
Checking your page load speeds accurately can help you understand the user experience.
Tracking and Analytics
The more data you can collect about your website then the better equipped you are to make decisions on how to improve it.
SEO is always changing and updating. What’s good for SEO today could have a negative effect tomorrow so it’s always good to know when search engines release updates and to keep up to date on SEO news.