Lesson 3 of 11
In Progress

How To Develop An SEO Strategy

vector graphic showing an seo strategy on a screen

Pillars of SEO

SEO often feels daunting to novices. To help, many resources discuss search engine optimization in terms of pillars so content creators know what to prioritize.

1. Content Quality

Producing optimized content relies on a combination of back-links from external sites and research.

You need a thorough knowledge of your competitors to create a keyword-rich document that showcases your expertise while still sounding unique.

But search engines also measure the frequency with which other sites refer back to you.

These links boost your SERP rankings by attributing you enough authority to be cited by other bloggers.

2. User Experience

Another pillar of quality SEO is user experience.

A significant part of SEO is the accessibility of your site to its users.

For the highest possible score, websites must be easily navigable on mobile platforms and have a load time of five seconds or less.

If it takes longer, readers typically return to the search page.

3. Authority

Authority tells your readers why they can trust your content.

The higher your authority ranking, the closer Google places you to the top of the search results page.

That, in turn, helps convince readers to engage further with you, whether that means picking up the phone and booking a consultation or placing an order for your product.

4. Relevance

Linking, especially backlinking, plays a significant role in determining your relevance.

It indicates to search engines that other websites take you seriously.

But what websites refer back to your content is also significant.

You score better for relevance when your content gets picked up and linked by blogs on similar topics.

In addition, anchor text plays a vital part in determining your relevance.

Ideally, the anchor text comprises relevant keywords that relate to your content.

5. Expertise

The last pillar of SEO is expertise.

To persuade other sites to link to your content, you need to be recognizably knowledgeable about your subject.

Partly, that means using professional language and writing with authority.

But it also means citing appropriate sources in your content, especially links ending in .gov or .edu.  

Types of SEO Strategy

There are several ways you can use these pillars of SEO to produce quality-optimized content.

Optimizing Existing Content

One strategy is to revise existing content by adding:

  • Keywords
  • Relevant anchor texts
  • Internal links
  • Linking to high-quality external sources

Producing New Content

However, many search engines prioritize new or original material over updated, older content.

That means it’s important that content providers aiming to score well on SERP listings generate a healthy amount of fresh content regularly.

Making a Website More Engaging and Sticky

Since user experience is essential to creating high-quality SEO content, another approach is to focus on making your website more engaging.

As discussed, load speed is part of this but engaging websites also include:

  • Ratings/testimonials
  • Easy-to-read font
  • Intuitive layout

Building Links and Brand Mentions

Link building is another technique that can quickly optimize your content.

You need to be careful what sites you link to, but provided you cite sources with high-authority domains, you will see a similar uptick in your website’s authority.

That, in turn, boosts your SEO rating and reader engagement.

Creating a Variety of Content, Including Videos and Graphics

One way to demonstrate expertise and authority is by producing varied content, such as blog posts, videos, and graphics.

All content you produce should be easy to digest, especially graphics.

Providing alternative text for more visual aids is another way to integrate keywords while ensuring that content is accessible to all.

That’s true whether you produce podcast SEO, video SEO, or written content.

Optimizing for Local Search

Optimizing your content for local searches is another way to boost your website’s visibility.

When we think of local searches, we often think of adding geotags and keywords like “Near Me.”

That’s undeniably part of local search optimization because it increases your relevance.

But there are other paths, like:

  • Claiming/updating your Google business
  • Featuring reviews on your website
  • Produce local content
  • Update your website’s NAP citations

Implementing Paid Campaigns

Paid ads raise your profile and get people interacting with your content.

Since a large part of SERP rankings comes from user engagement, spending money on an ad campaign can be worthwhile.

Many search engines let you maintain a particular position in the rankings, provided you continue paying for your campaign.

That can be beneficial if you are still preparing content for your nascent website.

Getting Nerdy and Technical  

Finally, don’t hesitate to show off your expertise.

The more technical and passionate you sound, the more people feel there’s a human behind your website.

It also increases your expertise while demonstrating love for what you do.