You probably recognize that search engine optimization (SEO) is a necessary part of your business. However, what you may not realize is that the SEO strategy that you established and executed initially may no longer be doing the job effectively. However, there are ways to ensure that your SEO strategy is still working properly.
What should your approach be?
Well, as is stated above, there is a three-step process that will enable you to make sure that your SEO strategy has not become obsolete and is no longer working effectively for your business. As a matter of fact, it is an excellent idea to revisit your SEO strategy every few years to make sure that it is still working for your business.
Review your strategy: When it comes to reviewing your strategy, there are specific aspects of your strategy on which you should focus. The first place that you should go is to your landing page(s). You should look specifically at the quality of the writing (grammar, punctuation, spelling, sense, flow), the tone of the writing, and the effect that you feel your content will have on your readers. The good news is that the content will not change a great deal over time. Even if you determine that your SEO strategy is not as fresh and up to date as it should be, you can still remedy that situation quite easily. If you did it right the first time, the concepts that you need in place will all be there. Those won’t change at all. Those concepts are the heart of your business so that last thing that you want or should do is mess with them. As always, your content should touch your readers before anything else. The content should address the needs and wants of your existing and prospective customers and anyone else who reads the content. Of course, it is possible that those wants and needs of the other people may have changed (and evolved) over time. However, you should take comfort in knowing that if you have a clear understanding of your clients, you will also have a clear understanding of what they want and need and then you can easily provide them with those things. You will do that by tweaking keywords and key phrases.
Evaluate what you have in front of you: Evaluation is the second step in this process. If you find that your SEO content needs to be revamped, you will want to come up with some new ideas, of course. However, it is also a good idea to bounce your thoughts off of other people and allow them to react and to come up with ideas for your strategy as well. A fresh perspective can really go a long way. Sometimes, ideas flow easily and sometimes they don’t. However, if you combine your thoughts and your creativity with those of other people, you have a much better chance of coming up with some fresh, innovative, exciting ideas and a perspective that other people have not thought of in the past. It may be helpful for you to keep a record of what you are finding as well as the results of your search efforts in the form of inspired ideas. Your searches may yield some wonderfully creative results. It is important for your to understand at this juncture that the content that you create is fluid as far as its ability to evolve with the changing times. It will require quite a bit of flexibility on your part. You need to be willing to embrace that.
Receive and embrace the information: Once you have reviewed what you have and evaluated how to make it better, the only thing that is left to do is to receive and embrace the information and improve what you have established based on that. You can accomplish that in one of a few different ways. One of the first things that you will need to do is to restructure your SEO strategy if you feel that that type of change is warranted. It is a really good idea to gather data from your existing and prospective clients. You can accomplish that with a survey (with a small number of questions) or you may want to speak with each person individually (depending on how many people are involved). It doesn’t really matter how you approach it as long as you get the answers that you need. That will help you to identify gaps in your strategy and then you can fill in those gaps with the appropriate information.
The simple truth is that your SEO strategy is critical to the continued success of your business. No content that exists anywhere can stay exactly the same the whole time without any updating. The changes that you determine you have to make may not necessarily have to be extensive. However, you can probably count on the fact that some sort of change will have to be made. The frequency of updated your SEO strategy is up to you. Only you will be able to find the perfect balance between not enough and too much. Your SEO strategy is a way to increase organic traffic so that you can bring your business to the next level more quickly and more easily.
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Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.
Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.
Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.
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