SEO: How To Build a Tactical Strategy
In an ever-connected and evolving world, technology and people are changing rapidly – it’s something marketers and we, as an SEO agency, can’t ignore. Recently, Google made over 3,200 changes to its algorithm, making it more focused on user experience. The evolution alone meant that marketers had to change tactics. Additionally, with generational changes, more people online than ever before, and the amount of money spent digitally at record highs, users are demanding new things from businesses.
Combining algorithm, demographic, and behavioral changes with the huge influx of competition means a traditional one-dimensional approach to SEO no longer works. Businesses and marketers need to be flexible with their SEO strategies and target as wide a range of audiences as possible while still being highly specific – how do they do this? That’s where tactical SEO comes in.
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What Is Tactical SEO?
In current times, it’s crucial for marketers to understand the Google algorithm and the wants and needs of their users. From here, they need to create structured content that speaks to both bots and humans – sounds complicated.
By focusing on search-intent and data-driven keywords and phrase research, you can provide solutions for individuals at every level of the sales funnel. From here, you can create a fluid user journey, guiding customers through the sales funnel with a sophisticated internal linking structure.
When implemented effectively, your website becomes a content hub for every type of customer and a well-connected, highly SEO-optimized platform that makes it easy for algorithms to rank your content highly.
What Are the Benefits of Tactical SEO?
Tactical SEO is one of the best SEO strategies as it enables you to be fluid and adaptable to change while targeting a large portion of your desired audience.
Traditionally, SEO has been a one-size-fits-all approach, hand-picking keywords and aiming to rank for them without considering who is searching for them. The inclusion of search intent into your analysis and thought process allows you to be hyper-targeted with your content and user journey.
Overall, the major benefit of tactical SEO is its ability to capture every level of the sales funnel and guide users on a well-thought-out journey, increasing chances of conversion.
SEO Keyword Research
Every marketer and most business people have heard of or carried out some keyword research. If you aren’t familiar, it involves identifying the search terms your target audience most frequently uses. However, things have changed. Recently, search intent became part of the picture, taking keyword research to a much more in-depth and targeted level.
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Not long ago, all you had to do was find a list of high-volume keywords and create content focused on these. Back in the day, Google even ranked your site based on how many times you used a keyword, meaning whether your content was good or not, you could rank in position 1 – just by keyword stuffing.
However, to form part of a wider strategy, pinpoint specific types of users, and avoid a Google penalty – you can’t do this anymore. Users have become much savvier and algorithms are incredibly sophisticated. Gone are the days of people searching with broad terms – they’re being incredibly specific, asking questions, and using more words. With such varied search terms being used, generic keywords are no longer the way to attract the most users.
What Is Search Intent SEO?
As its name suggests, search intent is what the user intends to obtain from the search. Until recently, most marketers operated on the assumption that all people are looking to do is find information about or buy products or services – which is a blinkered approach.
The internet is a place where people go to find solutions to problems, and how do you solve problems in real-life – ask questions. Here’s where you can dive into search intent by answering different questions for different people. For example, let’s say you’re a plumbing company, and someone wants to know how to install new faucets. Right now, they don’t care about buying your products or services – they want a tutorial or step-by-step guide. Creating an article titled, how to install a faucet, answers their question while giving you the opportunity to introduce your brand.
Alternatively, there will be users who have heard of you before, seen and used your content, and are now considering using your products or services. They can be targeted with more traditional SEO approaches, higher volume keywords, and powerful CTAs.
Internal Linking Strategy & Content Topic Clusters
Internal linking is one of the best SEO practices, but an internal linking strategy focused on topic clusters is even more beneficial. It is a highly efficient way to drive users through your sales funnel. Topic clusters are groups of content that relate to the same topic. Using the keyword data you’ve uncovered, you can devise a list of topics you will create landing pages or articles for.
Firstly, create a pillar page that will bring the entire cluster together, showcasing all the pieces of content relating to that topic. Then, you need to be tactical with your internal linking within each of the topic pages. A great method for doing this is considering the order in which someone might need these questions answered.
If you're clever with your content and topics, not only will you provide great value and answers to important questions, you’ll guide users through the sales funnel at the same time. Moving them from someone who doesn’t know your brand to a new customer making a purchase. The types of vocabulary you use, the information you provide, and the calls to action will be the key differentiators.
SEO internal linking is your ticket to a refined user journey and improving your rankings. Not only does it create a better user experience through your website, but it also allows bots to freely crawl and explore all of your content and assign value to each of your pages. The more content you have indexed, the better Google considers your website to be.
Search engine optimization has changed. The best SEO strategies focus on the entire sales funnel, with user intent as the focal point, enabling businesses to capture and target more users than ever before. Competition is tough, and this extra level of depth in keyword research is challenging, so if you need assistance or further guidance before making the change, then get in touch today.
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