Whether you’ve been working on a new SEO campaign for a few months or a few years it doesn’t take long to get stuck in a routine. You get into a habit, tweak a few page titles, write a blog post and do some link building. Before you know it your SEO campaign has become stale and it’s starting to cost you positions. If you are a newbie then please see “what is search engine optimization“, however if you are a seasoned webmaster please continue.
What can you do to freshen up your SEO campaign?
Use your analytics data
Google provides you with a free tool that tells you pretty much everything you could possibly need to know about your website and how it’s performing. Most of us will look at the same data each month, comparing year on year organic traffic, checking conversion levels, looking at what keywords are sending your traffic through. Whatever it is you usually look at go deeper, look at some different metrics and you’ll soon find you’ve got lots you could be getting on with.
Arrange your pages in order of bounce rate and start looking at those pages with the higher bounce rates and look at what onsite factors could be causing those high bounce rates. Look at the keywords sending traffic through to those pages, are they the most relevant to that page or is there another more relevant page they could be targeting?
Don’t forget Analytics is only a trending tool so don’t take the figures it gives you as gospel, however it is definitely recommended that you use it to freshen up your SEO campaign.
Competitor analysis to freshen up your SEO campaign
The chances are you spend a good proportion of your time trying to outrank your competitors and every time you overtake them in the SERP’s you get that little happy feeling inside. How much time do you actually spend looking at their site, shadowing them or keeping an eye on their back link pattern?
Pay closer attention to which of their pages are out ranking you. It doesn’t matter how many back links their domain has or what their home page PageRank is you need to be examining the onsite elements of the page that’s out ranking you. Look at their onsite copy, are they offering their targeted traffic something you aren’t? Look at the back links just for that one page, could you get some links from any of the same sources and improve your SEO campaign? Are they doing something you could be doing like offering discount codes or competitions?
Most web sites understand the importance of having a blog but actually getting posts up on a regular basis is where most fall down and the hardest part of writing regular blog posts is thinking of something to actually write about. Spend some time coming up with some topics you can write about for the next few months. Look at what your competitors are writing about, look ahead to upcoming season events that might impact your industry.
Take the time to set up some Google alerts so you’re always kept up to date on any industry updates and news. Have a look through the news websites and see if there’s anything related to your industry in the main news that you readers might find useful.
If you struggle to get regular content written look for other sources that could provide that content for you. Ask the staff in your office if they can take half an hour a week to write something for the blog (or ask the client to get their staff to write some posts if you’re a freelance SEO). Guest blogging is also another great way to get new content flowing through the blog.
SEO’s will always do extensive keyword research at the start of a campaign but this research can easily become outdated. Make sure your keyword research is refreshed every six months and don’t forget to take into account seasonal trends.
Choosing the wrong niche is a huge mistake that my not be able to be repaired but if your niche is ok then all these tasks will help.
Internet users are becoming more tech savvy so they’re not necessarily going to be searching for the same phrases today that they were searching for a couple of years ago or even a few months ago. Industries change and so to do the main players, new names and new products will be coming out all the time so make sure you’re always targeting the right traffic and make sure you’re not missing anything.
Revamp the copy
When it comes to getting fresh content on the site we all know the blog can be very powerful but what about the internal pages of your site? When was the last time the onsite copy was touched? When the site was built? That could easily be several years ago and that means your content is going to be very old.
There’s no point in rewriting copy just for the sake of it but if you can see an obvious way you could bring it up to date this could be a great opportunity to get some fresh content running through the site. You might even find after redoing your keyword research you need to create some new landing pages which are also going to need new content written for them.
Pulling in content from relevant blog posts is relatively easy and is another way to ensure your pages always have fresh relevant content.