It is the second week into the New Year. If you are like me, you have set up a number of personal resolutions and probably abandoned some too! (Resolved: I’ll learn how to speak French next next year.)
Search engine optimization is a lot like New Year’s resolutions. It’s dreadful to work on, with no immediate feedback. But, it is a commitment to the success of your organization that will pay dividends in the long run. Like exercising!
So below are my five resolutions to improve your SEO in 2015:
1. Build your online buyer persona
Before you can determine if your content is fresh enough, and before you can determine a social media engagement strategy, you need to know who you’re speaking to. Each of the tactics below rely upon knowing who your user is. Know what they are interested in, how much time they spend in front of a screen, and how they like to engage and communicate with the world wide web.
In the end, you are not interested in search engines finding you, but people. Not sure who your buyer personas are? HubSpot has a free template to help you create your buyer personas.
2. Stay active on social media
It’s tough work, dressing up for a social media party. Does this Facebook make me look fat? But, if you engage with your super users on social media, the googles and bings of the world take notice. The numbers of likes, comments, shares, +1s, and replies are being scored by Googleclause.
HubSpot's Social Inbox let's you reply, comment, and publish messages on all your social media accounts in one place.
3. Build content, good content
Users don’t visit your site just to make you feel better. They visit if and only if there is something worthwhile to see, learn, or buy. Something they cannot, see, learn, or buy someplace else. And, if users pass by your number one ranking to click on number two, you won’t be number one for very long.
Content should focus on your primary keywords or keyword phrases. Make sure the content on your site relates to your site. If not, Google will think it’s irrelevant and could give you bad marks for that. HubSpot has an SEO view that gives suggestions to optimize each blog, email, and landing page that you create.
4. Keep the content fresh
Freshening up your content can help improve your rankings. And, it’s often easier than starting an article from scratch. Did you do a time-sensitive piece of analysis last year that can be replicated with new data this year? Did you review a product that is now new-and-improved? Did you make a prediction last year that came true? Or maybe it didn’t! When you can’t think of something completely new, these are all prime candidates for the New Year.
As a bonus, you can link this content to your social media sites, which helps resolution two! Fresh content, even if it is similar to your work in the past, adds relevancy to your site in the eyes of the search engines. It shows Google that your site is still active.
5. Find out which blog post topics provide the best traffic and build on that
The data is there. Use it. As you write articles take note of the popular ones, how many times it was shared and read, the number of visitors and the number of comments. That will give you an idea of what your audience is looking for. Even if a collage or video took 5 times as long to create and produce, if it brought 100 times the visitors, then it’s probably worth it. The HubSpot blog dashboard makes it easy to see which of your content is performing the best.
Good luck with your SEO resolutions and let me know if I should add anymore to mine. A bien tot (It’s the little bit of French I learned this year!)
To stay up to date with the latest events and inbound marketing topics, follow Houston HUG on Twitter below!