Getting all the necessary components of good SEO strategy together for maximizing your results is easy in theory. But, implementing these tactical components so they all work together to achieve a seamless SEO strategy in practice is a bit tougher. Unlike other more traditional marketing methods, SEO isn’t taught in classrooms, and many SEO professionals have learned what works through trial and error. It’s likely that in the future, marketing classes will feature a hefty component of SEO material. But until then, anyone who wants to engage in serious SEO with long-term results rather than a quick unsustainable bump needs to get serious about four key areas.
Don’t Skimp on Good Content
It’s incredible to see how many serious and well-intentioned folks embark on an SEO campaign with shoddy content. If bad content is pushed up through the SERPs it can provide an initial bump in click rates but ultimately hurt you. It may seem counter-intuitive, but not all publicity is good publicity in SEO. We’ve all seen the results of this too. There’s nothing that will annoy a Google user so much as clicking on the number two Google result, only to find that the content is rife with grammatical felonies and inaccurate factual content.
While doing some personal research before making a major motorcycle purchase, I continually ran into this problem. As a result, I likely will never intentionally click on that source again. They may have provided some quick SEO success, but ultimately shot themselves in the foot. Good SEO shouldn’t have shortcuts if you plan on sticking around for the long haul. Besides, if you’re doing SEO for a paying customer, shoddy content can damage their brand faster than you can imagine. If you’re trying to build a world-class SEO strategy, don’t use content that could be laughed at by an average fifth grader.
Landing Page Architecture
It’s a basic issue that SEO folks constantly deal with, and it ought to be easy right? If SEO were a college course, page architecture would be a 101 course taken in the first semester. But for a myriad of reasons, people still fail at this basic, logical tactic. If you’re engaging in a campaign to bump a keyword up the SERPs, you better make sure that word can actually be found on the landing page.
It’s elementary, but I’ve seen it happen countless times. You may be months into a campaign and discover with no small amount of horror, that you’ve been pouring financial resources and manpower into building for a non-existent keyword. Do yourself a favor and check this early. You’ll save yourself a lot of worry, wasted work and the potential of going gray far too early.
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