When to Adjust your SEO Strategy


Search engine optimization (SEO) is an ever-evolving strategy.  With changes in technology and search engine sophistication, so come changes in SEO approaches.  So, when it comes to making the most of your SEO strategies for your business, you must be willing and ready to adapt.  Knowing what’s happening with Google and integrating site changes is critical to success.  But how do you know when it’s most appropriate to adjust your SEO strategy?  How can you ensure that you draw the most valuable visitors to your site?  The following tips will help your business utilize SEO more effectively.

SEO is your Business

Ultimately, your business strategy and your SEO strategy must be in sync.  If your marketing plans, brand image, or target audience change, your SEO absolutely must change as well.  In other words, if you are planning for significant changes to your business’ vision, incorporate SEO into these changes.

Align SEO and Marketing Goals

Your marketing manager should be working hand-in-hand with your SEO experts not only to integrate current marketing goals but your long-term vision.  This will make it easier to adapt your SEO as changes arise because the changes will be anticipated.  Reactionary adjustments to any strategy are always more challenging.  Consider factors such as your competition and the future of your competitive landscape, your audience today and in the future, as well as your overarching business mission.

Market research is always crucial to business success.  You want to know as much as you can about the world in which you do business.  This includes the countries where you’ll have a presence and the languages they speak in those countries.  Research about your market impact in potential geographic locations will help you determine areas for efficient growth.  What industries will you market to?  Who is your target audience and what do they want from you?  What are the main themes for your business model and can you generate relevant keywords?  And finally, don’t forget to research your competitors and find keywords that allow you to tap into potential customers they may have overlooked.

Keywords are Key

The SEO landscape has changed, but not that much.  Keyword choice is still an integral component of finding new customers and your market research should be enriched by keyword research.  Analyzing your competitors’ keywords and the traffic they receive is an excellent place to start.  Tools such as SEMrush or Moz Keyword Explorer can help.

Stay Relevant

You can improve your site rankings by being relevant with your targeted traffic.  Indeed, increased traffic to your site does not necessarily relate to higher search rankings.  High value traffic represents low bounce rates, higher pageviews per user, suggests your content is relevant to your customers, and ultimately generates sales.  This kind of traffic is far more valuable to your business and also improves your engagement statistics and ultimately your search rankings.

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