Step 4.5: SEO Strategies
Advanced SEO Concepts | Strategy & Planning
An SEO strategy often encompasses a collection of techniques or even other strategies into one comprehensive roadmap. We cover the following types of SEO strategy concepts within this section:
- Keyword Strategy
- Content Strategy
- Backlink Strategy
What is an SEO Strategy?
An SEO strategy is goal driven and ideally aligns with the wider business or commercial objectives of the organisation.
Every organisation is different, you may be in a phase where market share is the principle goal, rather than profits for example. Charities often have very different goals to eCommerce sites and so your SEO strategy needs to map with those goals.
As mentioned, goals can vary wildly between organisations and as such they could be almost anything. But they need to be aligned to the organisation, this means more than just being the right category like organic revenue, but a target within that category like +50% organic revenue over the next 12-months.
The target itself needs to map to the organisational objectives, for example; if your target is set at +10% but the business needs another 30%, your goal, even if achieved, will be too low.
The most common types goals are to hit or exceed targets for things like (in priority order):
- Organic profits
- Organic revenue
- Organic conversions
- Organic traffic
- Organic rankings
Assuming that one of the above category of objectives are chosen, you will likely have a set of objectives to support that goal. This is where you would use techniques such as competitor analysis to identify your targets for things like backlinks, content or page speed.
These targets will become your objectives as they must be achieved to achieve the rankings or traffic increases you need to hit your goal targets.
The tactics used are almost anything mentioned in this guide so far with regards to optimisation, analysis, techniques and processes, etc. You will need to map out what tactics will be used and where, to what ends, to support the objectives.