Digital Marketers working with an outdated or bad SEO strategy often see:
Most marketers fail in their SEO efforts because they focus on creating content for computers, not people.
Using the SoftwareReviews methodology, digital marketers are able to break up their SEO project and data into bite-sized, actionable steps that focus on long-term improvement. Our methodology includes:
Besides the small introduction, subscribers and consulting clients within this management domain have access to:
Update your on-page SEO strategy with competitively relevant keywords.
Most marketers fail in their SEO efforts because they focus on creating content for computers, not people.
Leading search engine optimization methods focus on creating and posting relevant keyword-rich content, not just increasing page rank. Content and keywords should move a buyer along their journey, close a sale, and develop long-term relationships. Unfortunately, many SEO specialists focus on computers, not the buyer. What's even more concerning is that up to 70% of SaaS businesses have already been impacted by outdated and inefficient SEO techniques. Poor strategies often focus on ballooning SEO metrics in the short-term instead of building the company's long-term PageRank.
Best-in-class digital marketers stop chasing the short-term highs and focus on long-term growth. This starts with developing a competitive keyword strategy and updating website content with the new keywords.
SEO is a large topic, so we have broken the strategy into small, easy-to-implement steps, taking the guesswork out of how to use the data from SEO tools and giving CMOs a solid path to increase their SEO results.
Terra Higginson
Marketing Research Director
SoftwareReviews
Digital marketers working with an outdated or bad SEO strategy often see:
Search algorithms change all the time, which means that the strategy is often sitting on the sifting sands of technology, making SEO strategies quickly outdated.
Digital marketers are responsible for developing and implementing a competitive SEO strategy but increasingly encounter the following obstacles:
Using the SoftwareReviews methodology, digital marketers are able to break up their SEO project and data into bite-sized, actionable steps that focus on long-term improvement. Our methodology includes:
Our methodology will take a focused step-by-step strategy in a series of phases that will increase PageRank and competitive positioning.
The difference between good and bad SEO techniques.
Common Good SEO Techniques |
Common Poor |
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Search Volume: this measures the number of times a keyword is searched for in a certain time period. Target keywords with a volume of between 100-100,000. A search volume greater than 100,000 will be increasingly difficult to rank (A Beginner's Guide to Keyword Search Volume, 2022, Semrush).
Keyword Difficulty: the metric that quantifies how difficult it will be to rank for a certain keyword. The keyword difficulty percentage includes the number of competitors attempting to rank for the same keyword, the quality of their content, the search intent, backlinks, and domain authority (Keyword Difficulty: What Is It and Why Is It Important? 2022, Semrush).
Intent: this metric focuses on the intent of the user's search. All search intent is categorized into Informational, Commercial, Navigational, and Transactional (What Is Search Intent? A Complete Guide, 2022, Semrush).
On-Page SEO: refers to the practice of search engine optimizing elements of your site such as title tags, internal links, HTML code, URL optimization, on-page content, images, and user experience.
Off-Page SEO: refers to the practice of optimizing brand awareness (What Is Off-Page SEO? A Comprehensive Guide, 2022, Semrush).
H1: HTML code that tells a search engine the title of the page (neilpatel.com).
SEO Tool: A subscription-based all-in-one search engine optimization MarTech tool.
Google's mission is to organize the world's information and make it universally accessible and useful… We believe Search should deliver the most relevant and reliable information available.
– An excerpt from Google's mission statement
Digital marketers with SEO problems will often see the following issues:
The best place to hide a dead body is on page two of the search results.
– Huffington Post
SEO is a helpful activity when it's applied to people-first content. However, content created primarily for search engine traffic is strongly correlated with content that searchers find unsatisfying.
– Google Search Central Blog
61%
61% of marketers believe that SEO is the key to online success.
Source: Safari Digital
437%
Updating an existing title tag with an SEO optimised one can increase page clicks by more than 437%.
Source: Safari Digital
What type of content is the user searching for? Align your keyword to the logical search objective.
This term categorizes search intent for when a user wants to inform or educate themselves on a specific topic.
This term categorizes search intent for when a user wants to do research before making a purchase.
This term categorizes search intent for when a user wants to purchase something.
This term categorizes search intent for when a user wants to find a specific page.
1. Competitive Analysis & Keyword Discovery | 2. On-Page Keyword Optimization | |
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Phase Steps |
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Phase Outcomes |
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Phase 1 | Phase 2 | ||||
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Call #1: Identify your current SEO keyword strategy. |
Call #2: Discuss how to start a competitive keyword analysis. |
Call #4: Discuss how to build the list of target keywords. |
Call #6: Discuss keyword optimization of the product & services pages. |
Call #8: (optional) Schedule a call to update every three to six months. |
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Call #3: Discuss the results of the competitive keyword analysis. |
Call #5: Discuss which pages to update with new target keywords. |
Call #7: Review final page content and tags. |
Call #9: Schedule a call for SEO Phase 2: On-Page Technical Refinement. |
A Guided Implementation (GI) is a series of calls with an Info-Tech analyst to help implement our best practices in your organization.
A typical GI is between 8 to 12 calls over the course of 1 to 2 months.
Phase 1 | Phase 2 | ||||
---|---|---|---|---|---|
Call #1: Identify your current SEO keyword strategy. |
Call #2: Discuss how to start a competitive keyword analysis. |
Call #4: Discuss how to build the list of target keywords. |
Call #6: Discuss keyword optimization of the product & services pages. |
Call #8: (optional) Schedule a call to update every three to six months. |
|
Call #3: Discuss the results of the competitive keyword analysis. |
Call #5: Discuss which pages to update with new target keywords. |
Call #7: Review final page content and tags. |
Call #9: Schedule a call for SEO Phase 2: On-Page Technical Refinement. |
A Guided Implementation (GI) is a series of calls with an Info-Tech analyst to help implement our best practices in your organization.
A typical GI is between 8 to 12 calls over the course of 1 to 2 months.
Included Within an Advisory Membership | Optional Add-Ons | ||
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DIY Toolkit | Guided Implementation | Workshop | Consulting |
"Our team has already made this critical project a priority, and we have the time and capability, but some guidance along the way would be helpful." | "Our team knows that we need to fix a process, but we need assistance to determine where to focus. Some check-ins along the way would help keep us on track." | "We need to hit the ground running and get this project kicked off immediately. Our team has the ability to take this over once we get a framework and strategy in place." | "Our team does not have the time or the knowledge to take this project on. We need assistance through the entirety of this project." |
Best-in-class SEO practitioners focus on people-first content, not computer-first content. Search engine algorithms continue to focus on how to rank better content first, and a strategy that moves your buyers through the funnel in a logical and cohesive way will beat any SEO trick over the long run.
A good SEO strategy uses competitive research to carve out white space and give them a competitive edge in an increasingly difficult ranking algorithm. An understanding of the ideal client profile and the needs of their buyer persona(s) sit as a pre-step to any good SEO strategy.
By optimizing the on-page strategy with competitively relevant keywords that target your ideal client profile, marketers are able to take an easy first step at improving the SEO content strategy.
If you don't understand the strategy of your SEO practitioner, you are in trouble. Marketers need to work hand in hand with their SEO specialists to quickly uncover gaps, create a strategy that aligns with the buyer persona(s), and execute the changes.
The quality of the prospect that your SEO efforts bring to your site is more important than the number of people brought to your site.
If not, stop here, and we can help you define your buyer persona and journey, as well as your ideal client profile before moving forward with SEO Phase 1.
Use your SEO tool to research keywords and find the following:
Use a quality tool like SEMRush to obtain SEO data.
Use your SEO tool to research keywords and find the following:
Use a quality tool like SEMRush to obtain SEO data.
Duplicate this page so that you have a separate page for each URL from Step 4
Date last optimized:
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Council, Y. "Council Post: The Rundown On Black Hat SEO Techniques And Why You Should Avoid Them." Forbes, 2022. Accessed September 2022.
"Our approach – How Google Search works." Google Search. Accessed September 2022.
"The Best Place to Hide a Dead Body is Page Two of Google." HuffPost, 2022. Accessed September 2022.
Patel, Neil. "How to Create the Perfect H1 Tag for SEO." neilpatel.com. Accessed September 2022.
Schwartz, B. "Google algorithm updates 2021 in review: Core updates, product reviews, page experience and beyond." Search Engine Land, 2022. Accessed September 2022.
Schwartz, B. "Google algorithm updates 2021 in review: Core updates, product reviews, page experience and beyond." Search Engine Land, 2022. Accessed September 2022.