How to create your business's SEO content strategy in the short and long term


Sometimes, talking to new clients or potential clients, we hear that they have already had a negative experience with SEO work, so they are not sure if it is worth investing more money in the project.


A common complaint is that they are implementing many different actions, but do not see any positive results. Thus, they are disappointed in organic optimization, thinking that the investment is not worth the money paid.


The truth is that organic SEO is a long-term job. When implementing the vast majority of SEO actions, you cannot see results in a week or a month; nor, sometimes, in several months. However, there are several actions that give a much faster result and help to achieve immediate growth, while we wait for the long-term actions to bear fruit. 


In this article, we explain how to create a content SEO strategy for your business that would work both in the short and long term.



SEO Strategy


A complete SEO content strategy includes the following steps: 

  • Definition of KPIs 

  • Keyword Research and benchmark

  • Definition of short-term target keywords

  • Definition of long term keyword targets

  • Action plan / Road Map / Retro Timing

  • Control of results

Next, we will study them one by one to understand the importance of each step.



Definition of KPIs 


In the first phase of defining KPIs it is very important to choose relevant metrics for the business. For example, if we are talking about the e-commerce site, the most relevant metrics would be the number of organic transactions, revenue, etc. But if the website is for an online magazine that earns money from advertising, the most relevant metrics would be the number of sessions, pages/session, time/session, etc. 


The correct KPIs definition is key for all the following steps of the organic strategy. 


These are the most common KPIs for SEO:

  • Organic sessions

  • Organic transactions

  • Brand/non-brand impressions and clicks

  • Average keyword position

  • Organic CTR

  • Bounce rate

  • Other business relevant metrics 

Important: To track KPIs, it is recommended to use only your own measurement tools (Google Analytics, Google Search Console etc.). It is not recommended to use third party metrics (e.g. Domain Authority in Moz, organic traffic in SEMRush, etc.) because they may contain errors in their data and incorrect information.



Keyword Research & benchmark


The objectives of this step are, firstly, to find out how users search for products and services; and secondly, to investigate the current web positioning in search and compare it with that of organic competitors. In this step, preparation will be made to lower the SEO strategy and the necessary information will be gathered


This step includes the following actions:

  • Keyword analysis

Compilation of all keywords related to the business and definition of the search intent for each one (navigational, informational, commercial or transactional).


In this step we will also observe search trends for each word and define low and high seasons. 


  • Competitor analysis

Definition of the closest organic competitors and analysis of their search positioning. It is important to keep in mind that off-line competitors are not always the same as on-line competitors. Sometimes large companies that have a strong physical presence do not have optimized web pages, so they cannot compete with smaller companies on Google. 



After defining competitors, it is necessary to analyze their online visibility, keyword positions and web architecture to create an SEO benchmark.


It is also important to define your own positioning in comparison with your competitors in order to track changes in visibility in the future. 



Short-term keyword definition


At the end of the research phase, the preparation phase to create the SEO strategy begins. To do this, it is necessary to choose the keywords that will be worked on in the short term. These will be chosen from the complete list of keywords that had been previously analyzed. They must meet the following criteria: 

  • Keywords with a low level of difficulty and long-tail.

  • Keywords already positioned on Google

  • Keywords used by competitors with less authority


Long-term keyword definition


Once the short-term keywords have been obtained, the keywords for the long-term strategy must be chosen. These should be:

  • Transactional: high conversion ratio, contain words such as "price", "buy", "cheap", etc.

  • High search volume

  • High level of difficulty, and highly competitive.


Roadmap


In the roadmap creation phase, it is necessary to define the actions to be carried out during the first and second phases of the project.



1. Quick Wins


The first phase of the SEO strategy is called Quick Wins and includes easy-to-implement actions that give an almost immediate result. For example, these actions could consist of optimizing meta-titles, meta-descriptions and pages positioned for keywords with low competition. This phase lasts from 1 to 3 months.


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2. Big Wins


In the second phase, we start implementing long-term actions that do not give immediate results, but help to obtain more significant and beneficial results after a few months. 


Here, we begin to optimize the web architecture according to the keywords with the highest search volume and high level of competition. The on-page content is also optimized with long-term keywords, and new categories, subcategories, etc. are created.



Results tracing


The tracking of results should be a recurring action in the SEO strategy. It is recommended to measure the evolution of the KPIs on a monthly basis, based on which to extract insights to determine if the strategy is working correctly or if it is necessary to make modifications


To measure results, it is recommended to use tools such as Google Analytics and Google Search Console, and not to make decisions on data from external tools.



Why work with us?


Rocket has a multidisciplinary team, expert in all aspects necessary to carefully plan and carry out a complete and effective online campaign in order to drive sales for your business on all digital platforms. With a team with extensive experience in leading companies such as Mango, Stradivarius or Desigual, Rocket adapts to the needs of each client to design a plan focused on improving the conversion rate of your website.


If you would like to discuss with our specialists how they can help you develop your business SEO strategy, do not hesitate to contact us!


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