Sometimes you can do everything right in your SEO strategy. You can devote the planning and funding toward getting a process up and running and see impressive results. Those SEO improvements can yield big increases in traffic and conversions. And if things are running smoothly, why change anything?
But what if those strategies that were once so effective start to plateau? Or worse, what if you start to experience a backslide in your SEO rankings? There are times when even the best methods need to be revisited.
Whether it’s a matter of updated search engine algorithms or stagnating internal execution, sometimes your SEO strategy needs a revamp. Here are three ways to revisit your SEO strategy and boost your results.
Update Your Keyword Research
SEO is an industry that tends to change rapidly. Therefore, even the best strategies can give declining results if they’re based on outdated data.
Regularly conducting keyword research can give you an idea of changes within your industry and customer behavior within it. If search traffic for a particular keyword has significantly decreased, it may no longer be a valuable term to pursue.
Alternatively, competition for certain keywords may have multiplied. The same budget and effort aren’t going to move the needle as they did when those keywords were a lower difficulty. In that instance, you’ll want to assess whether you should switch to less competitive keywords or devote more resources to current ones.
Creating a regular schedule of reassessment for your SEO strategy is crucial. Not accounting for changes in search engine algorithms and keyword performance leads to stagnation. Most marketing experts recommend analyzing keyword performance every three months. While that might seem like a great deal of effort to exert regularly, it can pay off by keeping your strategies efficient.
Reviewing keyword intent is also important. You might have achieved the top ranking for all your target keywords but aren’t seeing the expected impact on your bottom line. In that case, it’s possible the keywords you’ve been chasing aren’t ones that searchers use when they’re ready to buy.
Give Your Website a Facelift
Search terms aren’t the only thing that can quickly become outdated online. Website aesthetic and functionality trends are constantly evolving. Customers and visitors have certain expectations of what they expect to see on an industry leader’s homepage.
Search engines also notice what makes a website high functioning and modern. Figuring out where your site can be improved can satisfy certain search engine algorithms. Also, keeping an efficient site encourages visitors to spend more time on your pages and hopefully results in greater conversions.
So even if you think your website is modern and looks good, a closer look is recommended if your SEO is lagging. A site audit should be able to tell you if there are any significant changes that would increase efficiency. Sometimes it’s as overarching as changing your entire design and platform. Other times it might be as simple as removing content that is no longer considered to be helpful or relevant.
Overall, your website should serve multiple functions. It is a place where potential customers can go to get more information about your product or service. It should also help establish you as an industry leader through blog postings. Those blog postings also provide a landing site for the backlinks portions of your SEO strategy.
Check Out Your Competitors
Sometimes your SEO results plateau or decline, not because you’ve cut back on your own efforts. Sometimes it’s because your competitors have started an SEO campaign of their own.
As you’re trying to improve your numbers, other companies are doing the exact same thing. If you’ve achieved a high ranking in a valuable term and begun a maintenance program, you might keep your ranking. If multiple competitors embark on heavy efforts to overtake your rankings, maintenance activity might not be enough.
Scoping out your competitors and what they’re targeting can give you a fresh perspective on your SEO activities. You can either mimic the activities that have proven successful for them or see opportunities they might have missed.
It’s also an opportunity to consider your overall branding and how you want to differentiate yourself from the field. Refocusing on SEO targets your peers are overlooking can be beneficial, even if traffic to those targets is lower.
What if you compare a term that gets 14,000 searches a month versus one that gets only 5,000? At first glance, you might assume the higher volume option is more valuable. But if the lower traffic term is something searched by motivated customers ready to buy, it can yield greater conversions. Targeting those niche terms your competitors are ignoring can focus your brand and connect with an audience lower in the sales funnel.
Keeping Up To Date
The best SEO strategies are not the “set it and forget it” variety. No matter how much time and effort you’ve put towards online marketing, it’s important to avoid cost sunk fallacy. Continuing to put resources into activities that once served you well but aren’t any longer doesn’t mean prior efforts were a failure. Revamping your SEO strategy can be just what you need to get your business back on the right track.