In a recent article, Eric Siu, the CEO of the San Francisco-based digital marketing agency Single Grain, talked about some important strategies to optimize your SEO campaign in a simple and effective manner. Depending on Google’s algorithms, the SEO industry is in a constant state of flux. However, that doesn’t mean that you need to revamp your entire strategy every time a new update rolls out. According to Eric, you can use these five simple strategies to create an SEO program that will stay effective, no matter how many times Google changes their algorithm.
1: Don’t focus as much on keyword search. Oftentimes, SEO put a heavy emphasis on keyword research, requiring that webmasters spend hours measuring anticipated search volume against the relative competitiveness of each query. Not only does this take an excessively long amount of time, it’s becoming a far less appealing approach, since Google restricts the amount of keyword data made available to SEO workers. It’s more effective to brainstorm a list of keywords that you believe your customers are most likely to search for, and then build content around those phrases.
2: Effectively use SEO tools. Even though fields such as page or post meta descriptions aren’t as effective as they used to be, it’s still worth including them. Simply look for SEO tools that’ll simplify the process for you. WordPress extensions such as Yoast SEO (free) or All-in-One SEO (free) make managing blog SEO a breeze, while programs such as QuickSprout Tools (free; paid versions available) or Moz SEO ($99+ a month) help you to tackle other SEO processes from a single, centralized location.
3: Invest in viral content pieces. While it’s important to obtain backlinks from well-regarded websites, it’s best to do so in a natural fashion. Therefore, the most effective backlinks are also the hardest ones to get. This can be remedies, however, if you start working on viral-style content pieces. A well-produced infographic, for instance, could get you hundreds of great backlinks. While every piece of content you create won’t go viral, just a few viral pieces will do more for your SEO than weeks and months-worth of trolling for backlinks.
4: Use responsive website design. When you use responsive website design on your site, both your desktop and mobile site versions come from the same URL — only their relative displays are altered. Contrast this with hosting two separate sites for desktop versus mobile visitors. If you have two separate websites entirely, you’ve got to run two separate sets of SEO campaigns. Using a single site that displays differently depending on the platform can cut your SEO time in half!
5: Outsource tedious monitoring tasks. The repetitive monitoring tasks are an important part of any good SEO campaign, but you should consider outsourcing some of these. You can work with either SEO agencies or individual people who know about these tasks.