Ranking on the first page of Google and Bing search rankings is a primary objective for marketers, but it can be challenging to put into practice without laying down a few “building blocks”. The strategy is the name of the game and just a few tweaks can transform how content performs in SERPs.
Update your site
You need to build from the ground up, so firstly, make sure that your website is actually visible to search engine crawlers. Creating a robots.txt file will give search engine robots instructions on how you would like pages on your website to be indexed. Building a sitemap with categories, subcategories and product pages will also improve indexing, so work with your webmaster to get it right.
Consider new topics
After handling the technical aspects of SEO, you can move on to the fun part – creating engaging content. If you are confident that your SEO program is mature, you can take creative to the next level by expanding into knowledge topics. Rather than just pushing out web copy that describes products and services, consider answering questions that customers may have about the items you sell.
Going beyond core product blurb and a hard sell is important in 2019 as consumers want added value with new insights and information. For example, if you sell shoes, don’t just write about each product you have – create web copy or a blog that gives tips on how to look after them.
Keyword and competitor research
These knowledge topics should always be informed by keyword and competitor research. Pull up a tool such as SEMrush and take a closer look at the queries and phrases that are popular for each product you sell, and each segment and market. This kind of research can generate thousands of keywords, which can inform content during each stage of the creative process.
Huge lists are helpful for creative, but it’s best to go a bit deeper and streamline keywords specifically for SEO. To do this, segment each keyword based on how it performs in search for both you and your competitors. It may take time, but laying the right foundation for SEO can deliver excellent organic search results.