What Would You Say Should Be The Top SEO Focus This 2022?
Ian from San Juan submitted this Ask an SEO question:
Every year, SEO professionals hunt for a silver bullet.
Even after 21 years, I’m still expecting to discover a method that can automatically rank a website for whatever query I specify.
I have yet to locate it.
And I don’t think I ever will.
But I continue to look.
Most SEO professionals I know still look.
And we discuss the most recent patterns discovered via our hours of reverse engineering.
While there are clearly “hot” approaches, I want readers to understand that the fundamentals of SEO haven’t changed in a long time.
Rather than chasing algorithm bugs that come and go as quickly as your new Google rep, I recommend going back to fundamentals.
The Basics Are Still The Same
I can’t promise much in life since Google warns me not to.
But I promise that if you perform the five things listed below perfectly for each query you want to rank for, you will rank for that query.
Here are the five pillars of search engine optimization, in my opinion:
Your website’s code is the cornerstone of your overall marketing approach.
This site’s code must be written in such a way that search engines can quickly locate the fantastic material you’ve developed.
Your website’s code may not cause you to rank, but if not done correctly, it may prevent you from ranking.
Words have meaning.
Your website‘s material should be comprehensive for your prospects.
You must have material that appeals to both visitors who are ready to buy and those who want a bit more information before making a purchase or filling out a lead form.
Your content should also include the keywords and phrases for which you wish to rank.
Google recommends that your material radiate competence, project authority, and project trust. This is popularly known by its culinary abbreviation, EAT.
This, also known as link building, is what distinguishes a decent SEO professional from a great SEO expert.
Most SEO professionals can manage the technical aspects of the job. Many people can also develop a cohesive and effective content strategy.
Building links, on the other hand, is more difficult.
It needs a public relations approach combined with SEO expertise.
Purchasing links is dangerous, and I do not advise it.
Work on developing a connection strategy that develops on itself. For a warehouse, I would first seek my merchants and partners for connections.
Then I’d seek ways to develop link-worthy material that influencers in my sector would like.
Social media does not immediately improve your SEO, but it is how we share and promote the amazing information we generate.
We commonly use social media to communicate with the influencers from whom we seek links.
Your communication plan is vital for SEO, even though social media links won’t help you rank higher on Google.
Data informs you where you should go.
Google Analytics can supply you with content ideas, UX insights, audience disclosures, and other useful information.
Spend time analyzing your data.
If you don’t understand what you’re seeing, hire someone to spend time with your data.
I’ve been doing SEO for 21 years, and I still have another pair of eyes from my team look over the data to make sure I’m not missing anything.
Do these five things better than the other person, and you will always outrank him.
But keep in mind that you must win on each query for which you wish to rank.
Most of us will never always win that struggle.
That is one of the reasons SEO is not a one-and-done strategy.
Know Your Audience
Knowing your audience is not a new idea for 2022, yet I see many SEO initiatives fall short.
Because the job we perform as SEO specialists might be complex at times, it does not imply that our audience is also technical.
In reality, I see far too many SEO specialists who believe that the audience they are targeting is similar to them.
In most situations, the audience is not the same as the person optimizing the site.
SEO specialists must be empathic in their keyword research, UX modifications, content production, and everything else they do.
- Understand your target audience’s preferences and dislikes.
- If possible, learn about their political preferences.
- Find out what their average salary, age, and gender are.
Determine the best technique to approach your target audience.
It’s very likely different for the B2B Warehouse client than for the tea or mortgage refinancing firm.
Use the data provided by search engines, as well as your own website data, to better understand your audience.
The return on investment (ROI) can be substantial.
Stop looking for the newest silver bullet.
Increase your focus on SEO fundamentals that haven’t changed in more than 15 years.
Remember that each question is unique, and you must win on each search.
If you follow these steps, you will be able to meet your ROI objectives.