When developing content optimized for search, it is important to go beyond just writing helpful content. Holistic SEO involves a process that starts with research and extends beyond publication. There are seven steps involved in developing an effective SEO process for B2B marketers.
Step 1: SEO research
Begin by conducting an SEO audit to understand the current state of affairs. Assess the competitive landscape through SERP analysis, competitive analysis, and gap analysis. Use the findings to inform keyword research.
Step 2: Create an SEO strategy
Develop a detailed plan that includes content creation, technical optimization, and link-building. Outline measurable goals aligned with business objectives and set clear priorities and timelines.
Step 3: Address technical SEO
Start implementing your SEO strategy by addressing technical aspects. Conduct a technical audit to identify and resolve issues related to site speed, mobile-friendliness, crawlability, and user experience.
Step 4: Create SEO-friendly content
Based on your research, create content that thoroughly discusses the topic and provides useful information. Structure your content with related keywords in the page URL, title, section headers, first paragraph, and link anchor text.
Step 5: Link building and cross-linking
Give strategic thought to the links that go to and from your content. Internally link relevant content within your website and conduct backlink outreach to get links from other websites. High-quality backlinks signal authority and value to search engines.
Step 6: SEO reporting
Regularly measure and report on the impact of your SEO strategy. Monitor keyword rankings and organic traffic to understand the success of your efforts. Use tools like Semrush and Moz to track rankings and identify areas for improvement.
Step 7: Refresh and repurpose
Over time, refresh your content to maintain keyword rankings and organic traffic. Update statistics, add new sections, or rewrite content to align with the current understanding of the topic. Refreshing content is often more effective than creating new content.
By following these seven steps, B2B marketers can develop an SEO process that consistently helps their content rank well in search results.
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