Search Engine Optimisation
How long before AI Tools such as Perplexity eat SEO?
Build high-quality backlinks to your website from reputable and relevant sources. This does the most to improve your website's domain authority and search engine rankings.
Context
SEO Cycle
| Workflow Task | Frequency | Roles Involved |
|---|---|---|
| Keyword Research | Monthly/Quarterly | SEO Specialist, Content Writer |
| On-Page SEO | As Needed (New Content, Updates) | SEO Specialist, Content Writer |
| Technical SEO | As Needed (Website Updates, SEO Changes) | SEO Specialist, Web Developer |
| Content Creation | Weekly/Daily | Content Writer, SEO Specialist, Graphic Designer |
| Link Building | Ongoing | SEO Specialist, Outreach Coordinator |
| SEO Analytics and Reporting | Weekly/Monthly | SEO Specialist, Data Analyst |
| Local SEO | As Needed (New Locations, Reviews) | SEO Specialist |
| Mobile SEO | As Needed (Website Updates, SEO Changes) | SEO Specialist, Web Developer |
| SEO Updates and Changes | As Needed (Search Engine Updates) | SEO Specialist |
Challenges
Keyword Research
Start with understanding your target audience and their search intent.
- Use a variety of keyword research tools, such as Google Keyword Planner, Ahrefs, Moz, SEMrush, to identify potential keywords.
- Focus on long-tail keywords as they are more specific and have less competition.
- Analyze your competitors' websites to find keywords they are ranking for, and identify gaps in your content that you can fill.
- Use modifiers such as "best", "top", "how-to", "guide", etc. to create more specific and targeted keyword phrases.
- Use Google autocomplete to find related keywords and phrases.
- Use Google Trends to identify the popularity of certain keywords over time.
- Use keyword mapping to organize your keywords by relevancy and intent.
- Don't focus solely on search volume; prioritize keywords with high commercial intent.
- Use keyword research as an ongoing process to stay up-to-date with changes in your target audience's search behavior and industry trends.
- Don't stuff your content with keywords; focus on creating high-quality, relevant content that naturally includes your target keywords.
- Monitor your keyword rankings and adjust your keyword strategy accordingly.
- Finally, use your keyword research to inform your content strategy, including topics, headlines, and meta descriptions.
Toolkit Requirements Capture a complete picture for keyword strategy your toolset functionality must cover:
- Analyse competitor websites
- Find related keywords and phrases
- Track your keyword rankings
Website Optimisation
Adopt a content first strategy for website planning and design.
- Content optimization: Optimize your website's content by ensuring it is relevant, valuable, and engaging to users. Use headings, subheadings, and bullet points to structure your content and make it easy to read.
- On-page optimization: Optimize your website's on-page elements, such as title tags, meta descriptions, and image alt tags. Make sure they are optimized with relevant keywords and accurately describe the content on the page.
- Mobile optimization: Make sure your website is mobile-friendly and responsive to different screen sizes. This is important as more people are accessing the internet via mobile devices.
- Local SEO: If your business has a physical location, optimize your website for local SEO by including your address, phone number, and business hours on your website. Also, list your business on Google My Business and other local directories.
- Technical SEO: Optimize your website's technical aspects, such as page load speed, URL structure, and schema markup. This can help to improve your website's user experience and search engine rankings.
Toolkit
SEO optimisation deliverables for a marketing website:
- Sitemap
- Robots.txt
- OG image
- Metadata API
- ahrefs.com