Basic Elements And Strategies Of A Successful Search Engine Optimization Campaign – Part 1


Search Engine Optimization Strategies

What are the basic elements and strategies of a successful search engine optimization campaign? Each and every search engine optimization campaign management consultant has their own ideas about search engine optimization strategy and deployment. Each website provides its own challenges and differs from search engine optimization campaign to search engine optimization campaign.

What I have found to be the best strategy is to attack the ‘low hanging fruit’. What is low hanging fruit? Low hanging fruit are pages that already rank for appropriate keywords in the top 100 ranking results in the search engine results pages but do not appear in the page one results.

What are appropriate keywords? An example of inappropriate and appropriate example are given just below for a site that specializes in luxury, upscale retirement communities in Arizona.

This site may have a page that ranks for the keyword phrase, luxury retirement homes in Florida. This would be an example of an inappropriate keyword for this page/site.


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This site may have a page that ranks for the keyword phrase, Arizona luxury communities, but is found for this phrase on page three of the search engine results pages. This would be considered ‘low hanging fruit’. It is an appropriate keyword phrase but needs deployment of successful search engine optimization campaign management strategies to move the page to the first page in the search engine results pages.

This is where the strategy deployment begins.

Below, I provide, in order, an outline of how I personally layout and deploy my search engine optimization strategies.

1. Keyword Research

  • What is keyword research? Keyword research Is the basis for all successful search engine optimization campaigns unless the website that you are going to be managing has a hazard in its design.

Research Is Easier When You Know What You Are Looking ForKeyword research takes into account many factors:

  • What do the search engines consider that your website is all about (your website’s keyword space)?
  • How many real world competitors do you really have in your keyword space? In many cases, websites are outranked by informational sites such as Wikipedia, online trade magazines and news sites for their particular keyword space. These are not real world competitors.
  • How well are your real world competitors doing in your keyword space?
  • How well is your website doing in your keyword space?

Keyword research also factors in how valuable or non-valuable your keywords in your keyword space actually are. This is generally based upon available keyword search volume data. In many cases websites are developed around services and / or products that just are not searched for all that much.


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High end, niche, one-market software development companies fit this mold of not much available search volume.

Once that the keyword research is completed and presented to the client, the client selects the most appropriate and desirable keywords (up to 300) and returns that data to us.

Now the real search engine optimization work begins!

2. Keyword Match

What is keyword match? Keyword match is taking the data from the keyword research process and matching keywords to the appropriate pages.

This is where the ‘low hanging fruit’ identification process begins.

Pages that are resulting on page two and beyond in the search engine results pages may have appropriate keyword(s) that they are ranking for.

Pages that are resulting on page two and beyond may be ranking for inappropriate keywords and, therefore, appropriate keywords need to be identified and assigned to those pages.

Pages that have no current ranking results need to have an appropriate, applicable keyword / keyword phrase assigned to them.

Now you can begin creation and implementation process!

3. Metadata Page Title Creation And Implementation

What is metadata page title creation? Metadata page title creation is an On Page Optimization process.

Metadata page titles are typically part of your results snippet in the search engine results pages.

Graphic Explanation of a Meta Title and How It Appears

To properly create a metadata page title (page title in the <head> area) you must use the keyword selected for the page. You must conform to the current character count and pixel usage specifications as required by the search engine’s algorithm. If possible, you should include additional text, within the character count and pixel usage specifications that might prompt a searcher to click on your results.

Now you are ready to implement your search engine optimized metadata page title.

4. Metadata Metadescription Creation And Implementation

What is metadata metadescription creation? Metadata metadescription creation is also an On Page Optimization process.

Metadata metadescriptions are typically part of your results snippet in the search engine results pages, unless the page appears in the search engine results pages for a different term than your target keyword phrase at which time the search engine may replace your custom created metadescription with one that better matches the searchers query term in the eyes of the search engine.

Graphic Explanation of a MetaDescription And How It Appears

To properly create a metadata metadescription you must use the keyword(s) selected for the page. You must conform to the current character count and pixel usage specifications as required by the search engine’s algorithm. If possible, you should include additional text, within the character count and pixel usage specifications that might prompt a searcher to click on your results.

Now you are ready to implement your search engine optimized metadata metadescription.

This ends part 1 of Basic Elements And Strategies Of A Successful Search Engine Optimization Campaign post. I will be covering the following basic elements and strategies in part 2 of this post, coming soon!

<h1> Tag Usage
Matching <h1> And Metadata Page Titles
Missing <h1> Tags
Multiple <h1> Tags
Missing Metadata Page Titles
Duplicate Metadata Page Titles
Missing Metadata Metadescriptions
Duplicate Metadata Metadescriptions
Canonical Reference Usage
Content Review
On Page Optimization
Internal Link Building
Image Alt Attributes
Broken Internal Links
Broken Outbound External Links
Broken Inbound External Links
.xml Sitemap
Nofollow Attributes On Internal Links
Redirects
Robots.txt file
Page Speed

Reputation Management
Hazards

About the Author: Mark B. Gray

Mark has been with That! Company since the day that we opened the doors in May 2007, starting as a commission only, subcontracted website salesman providing website development and hosting services to SMB’s (small to medium sized businesses). As the company neared its first 6 months in business a fourth employee was added, and Mark became the fifth full-time employee. Aside from the company’s CEO, Mark was the first employee to manage PPC campaigns. As the business’ Search Engine Optimization client base grew, Mark added Search Engine Optimization content curation and on page optimization implementation and testing to his resume. As the company neared its first year in existence, Mark became a Search Engine Optimization consultant with a full load of clients to manage. Mark’s strengths include: On page Search Engine Optimization implementation and testing, backlink disavowal discovery and data evaluation, Google Search Console use and data evaluation, Google Analytics use and data evaluation, client communication, reliability, accountability and Search Engine Optimization content curation on an ‘as needed’ basis.

 

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