What Is an SEO Strategy? Step #1 To Step #7

 An SEO strategy (also referred to as “SEO approach” or “search engine optimization strategy”) is the process of planning, outlining and implementing steps designed to improve search engine rankings.

In other words: an SEO strategy is the process that you follow when you want to get more organic traffic.

With that, here are the steps to create an SEO strategy in 2021:

Step #1: Create a List of Keywords

Everything in search engine optimization revolves around keywords.

Which is why keyword research is usually the first step of any legit SEO strategy.

You can easily find keywords that your target customer searches for using Google Suggest.

Start typing a keyword into Google’s search field, and it will populate a list of suggestions:


These usually make awesome keywords for SEO because they come straight from Google.

So you know that people are actually searching for them.

Plus, longer keywords (known as “long tail keywords”) tend to be less competitive than “short tail” terms.


So even though long tails have relatively low search volume levels, you can usually rank for them faster.

I recommend typing a few different keywords into Google until you have a list of about 10 keywords.

If you want to check out the search volume and competition levels for those terms, you can use a keyword tool like SEMrush or Ubersuggest.


If you want to dive deeper into keyword research, you can check out this video.


Once you have 10 keywords jotted down, you’re ready for step #2 of this SEO strategy.

Step #2: Analyze Google’s First Page

OK, so you found a handful of keywords.

Now it’s time to see what’s already working for those keywords.

To do that, just type one of the keywords that you found into Google.


Scan the top 10 results


And jot down any patterns that you notice.

For example, the SERPs for “SEO Tools” is PACKED with lists of tools:


So if you wanted to cover that topic on your site, you’d want to note that the first page results are made up mostly of list posts.

And you’d probably want to publish a list post on your blog.

Then, move onto step #3…

Step #3: Create Something Different or Better

Now it’s time to create some super high-quality content.

When it comes to SEO content, you’ve got two options:

Option #1: You can create something different.

Option #2: You can create something better.

Different

Sometimes you want to create something bigger and better than what’s out there.

(aka The Skyscraper Technique.)

But sometimes you’re better off with content that’s completely different.

Why?

Because it helps your content STAND OUT.

For example:

Some time ago I sat down to write a piece of content optimized around: “Mobile SEO”.

And I noticed Google’s first page was littered with list posts, like: “X Ways to Mobile Optimize Your Site.”


Now:

I could have created a bigger list post like: “150 Ways to Mobile Optimize Your Site”.

But that wouldn’t make any sense.

Instead, I created something totally different.

Specifically, I published an ultimate guide to mobile optimization.


And because my content stood out, it got a ton of shares:


Comments:


And most important of all, backlinks:


Better

All you need to do here is publish content that’s 10x better than what’s out there.

For example:

A while back I noticed that most content about “SEO tools” only listed 10-20 tools.

And I knew that publishing another list of 20 tools wouldn’t work.

So I decided to create a list of 183 SEO tools.


That post now ranks in the top 3 for the keyword “SEO Tools”:


Step #4: Add a Hook

If you want to improve your search engine rankings in 2021, you need to get backlinks.

In fact, according to a study by Stone Temple Consulting that was published on the Moz blog, links are still strongly correlated with first page Google rankings.


Which means they’re still a key Google ranking factor.

The question is: how do you do it?

Well, you need to figure out why people link to specific pieces of content in your industry.

(“The Hook”)

Then, include that “Hook” in your content.

Last year I noticed more and more bloggers writing about voice search.


I noticed something else too:

When people wrote about voice search, they linked to content that featured stats and data:


So I decided to do a voice search study that was PACKED with stats:


To date, this single post has racked up 2.47K backlinks:


And 90%+ of these backlinks cite a specific stat from my post:

That said:

Data is just one type of “Hook” that you can use to build links to your content.

Another Hook that’s working well right now is Ultimate Guides.

When you publish an ultimate guide, your guide itself is The Hook.

I’ll explain with an example…

A few years back I published Link Building: The Definitive Guide.


It was (and still is) the most complete guide to link building out there.

Here’s where things get interesting…

Every now and again a blogger will mention “link building” in a post.

But they don’t have room to cover the entire topic.

So they link to my guide as a way for their readers to learn more:


Very cool.

Step #5: Optimize For On-Page SEO

This step is all about keyword-optimizing your content for SEO.

There’s a lot more to on-page SEO than I could cover in a single post.

So if you want to learn more about optimizing your content for SEO, this video may help.

That said, here are three on-page SEO techniques that I recommend focusing on in 2021.

Internal Linking

Yup, internal linking still works.

But you have to do it right.

Specifically, you want to link FROM high-authority web pages TO pages that need authority.


(And use keyword-rich anchor text in your internal links.)

For example, last year I published Google Search Console: The Definitive Guide.


So I found a page on my site with a ton of authority…


…and linked from that page to my new guide.


Simple.

Short, Keyword-Rich URLs

Our analysis of 11.8 million Google search results found something that surprised a lot of people:

When it comes to search engine optimization, short URLs crush long URLs.


That’s why I make my URLs either just my keyword…


… Or my target keyword plus one more word:


Either way works.

Semantic SEO

Finally, I optimize my content for Semantic SEO.

In other words:

I find words that are related to my target keyword.

Then, I use those terms in my content.

Here are the deets:

First, pop your keyword into Google Images.


And Google will give you words and phrases they consider closely-related to that topic:


Second, type the same keyword into a normal Google search. And scroll down to the “Searches related to…” section.


Finally, sprinkle some of those terms into your content:

And you’re set.

Step #6: Optimize For Search Intent

In other words: The Skyscraper Technique 2.0.

I’ll show you how this works with a quick example.

A few years ago I wrote a post about getting more traffic to your site.


It did OK.

But it never cracked the top 5 for my target keyword (“increase website traffic”).

And when I analyzed Google’s first page, I realized why:

My page didn’t satisfy search intent for that keyword.

I’ll explain…

Most of the content ranking for “increase website traffic” listed bite-sized traffic tips.


But my post gave them a high-level process.


This wasn’t the user experience search engine visitors wanted. So I rewrote my content to match this keyword’s Search Intent.

Specifically, I turned my process into a list post:


And now that my content matched Search Intent, it ranked in the top 3 for my target keyword:


Which led to a 70.43% boost in search engine traffic compared to the old version of the post:


That said:

You can (and should) publish content with Search Intent in mind right out of the gate.

In fact, that’s what I did with this post: The Ultimate SEO Audit.


I saw that most of the content ranking for “SEO Audit” listed out non-technical steps.


So I included simple strategies that anyone could use:


And this Search Intent optimization (and my site’s Domain Authority) helped my post crack the first page of Google within a month.


Step #7: Make Your Content Look Awesome

Design might be the most underrated part of content marketing.

You can have the best content ever written.

But if it looks like this…


…it’s not gonna work.

That’s why I invest a ton of time and money into content design.

For example, you’ve probably seen one of my definitive guides:


These guides are designed and coded 100% from scratch using WordPress.

(Which makes them super expensive to make.)

That said:

Great content design doesn’t have to break the bank.

In fact, here are 4 types of visual content that are super easy to pull off.

Graphs and Charts

These work so well that I try to include at least one chart in every post.


Why?

Because they make hard data easy to understand.

For example, take this stat from my mobile SEO guide.


I don’t know about you, but I have a hard time picturing 27.8 billion anything.

So I had our designer create a nice chart.


As a bonus, people will sometimes use your chart in a blog post… and link back to you:


Screenshots and Pictures

You might have noticed that I use LOTS of screenshots in every post.

In fact, this single post has 78 screenshots:


To be clear:

I don’t use screenshots just for the sake of using screenshots.

I only use them if it helps someone implement a specific step.

For example, these screenshots make the 2 steps from this guide dead-simple to follow:


That said:

Screenshots only make sense when you describe something technical.

What if you’re in a non-technical niche… like fitness?

Well, pictures serve the same purpose.

For example, my friend Steve Kamb at Nerd Fitness uses pictures to show you how to do exercises the right way:


Blog Post Banners

Unlike graphs and screenshots, blog post banners serve no practical purpose.

They just look cool. 🙂

Here at Backlinko, we use a big banner at the top of the post:


Graphics and Visualizations

Graphics and visualizations are kind of like charts.

But instead of visualizing data, they visualize concepts.

To be clear:

These DON’T have to be fancy.

For example, in this post I explain how all 4 versions of your site should redirect to the same URL:


This isn’t rocket science.

But it’s hard to picture this idea in your mind.

So our designer made a simple visual that makes this concept easy to understand.

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