SEO: everyone agrees to disagree – right? That’s the problem with SEO in general, there’s so much advice flying around in all directions that it’s difficult to get a handle on what you actually need to be doing. I spend a great portion of my life simplifying SEO in training courses, and when it comes to relatively small websites with upwards of 1,000 pages of content, that’s exactly what it is: simple.
You’re Not Going To Take Over The World, So Why Are You Trying To?
It’s simple – if you have a brand new website or you’ve only recently come round to the benefits of Internet marketing, then you have to reconcile yourself to one fact: this is going to take time.
One of the first mistakes webmasters make is aiming FAR too high – not just aiming for a moderately competitive keyword, but aiming for THE keyword (THAT keyword that the biggest Companies in your industry, with the largest budgets and the most resources, are using every “tactic” in their arsenal to rank for). Don’t waste your time.
Start Small, Go Granular:
Don’t waste your time targeting what you don’t conceivably have the resource to rank for, instead utilize the resources that you actually have across three key areas: keyword research, content development and link building.
It may seem unattractive or counter-intuitive to go for the lower search volume terms, but the reality of the situation is that you’re not targeting search volume, you’re targeting sales. If you’ve budgeted $300 per month for your SEO campaign, and you drive 10 sales through a low competition keyword you’ve managed to rank for, and each sale is worth, say, $50, then you’ve already secured your Return on Investment (and it’s easier to maintain month-on-month, too i.e. it doesn’t demand the same input of resources).
Target Groups of Terms:
When optimising for a particular term i.e. utilizing anchor text to try and rank for a particular search term, keep the variations in mind. For example, if you want to rank for the term “web design Cheshire”, then consider researching the variations around those terms e.g. “Cheshire web design”, “web designer Cheshire”, “Cheshire Web designer”, “web development Cheshire” and so on.
Vary your anchor text usage around these terms e.g. “Cheshire Web Design Company”, and not only will it appear more natural, it will also drive more rankings. Don’t limit your targeting to just one, two or even three terms – target groups.
And The Main Reason Why Your SEO Campaign Is Failing:
You. The vast majority of webmasters who approach SEO do so wearing rose tinted spectacles – their enthusiasm quickly dwindles after they plough lots of resources into trying to generate rankings, hire the wrong suppliers and ultimately, fall flat on their face; this is the point where the “process” usually gets blamed.
In order to succeed with SEO you need to remain consistent – expand out your content development strategy, target a wide selection of terms and focus on link building as a monthly action. Above all else, make sure you’re targeting the right selection of terms – terms which you can realistically rank for.