While the concept of SEO first emerged in the wake of Google’s ground-breaking search engine, it has continued to evolve in line with the worlds’ formative technology brand. So while there are countless experts who continue to suggest that practices such as SEO and link building are moribund, this assertion is far from the truth.
In fact, these practices have simply evolved in line with changing Google guidelines and the demands of consumers. This has given rise to techniques such as content marketing, which rely on unique and informative media to engage customers and indirectly sell products or drive brand awareness. As a result of this, modern SEO campaigns simply need to be organic, tiered and targeted at a specific market.
While understanding contemporary SEO practices is crucial, however, it means little unless you are able to translate this knowledge in actionable steps. So, here are three tips for creating a successful, cost-effective and ultimately profitable SEO campaign within your business:
1. Ensure that Partnered with Skilled and Accredited SEO Service Providers
Whether you employ SEO service providers in the guise of independent contractors or private companies, your business will need a multitude of complementary skills to implement a successful strategy. This portfolio of specialist skills is pivotal to creating an integrated campaign across the entire breadth of rich media, as you strive to reach targeted customers through selected channels. While you may need to alter your strategy according to each individual project, there are a number of core skills that you should look for in service providers.
An accreditation with Google AdWords provides a relevant case in point, as this will help contractors to deliver a relevant and profitable PPC (Pay-per-click) service to clients. As a result, you should ensure that any potential service providers have joined the Google Certification Program and signed up to Google Partners, while they should also have successfully completed their AdWords exams. A background or accreditation in Google Analytics is also favorable, as the SEO strategy that you implement must be flexible and rely on an ability to collate, read and interpret various data sets.
2. Understand the Cost Base and Burn Rate of your Campaign
With a skilled and motivated team in place, you can begin to implement your core SEO strategy. It is important that your campaign has a carefully defined structure and budget, however, which details your precise investment and how this is distributed. Not only does this require you to attribute specified funds to each individual element of the campaign, but you will also need to determine a total time frame and the rate of investment. The last point is particularly important, as you will need to spend variable amounts on a monthly basis throughout the course of your campaign.
This is why your finances need to be detailed in a precise manner, as you will be required to make a heavy initial investment before scaling this down and consolidating as the campaign progresses. This is part of your company’s gross burn rate, which details how much is spent across your business on a monthly basis. To ensure that the campaign is profitable and driving business growth, you will need to review your campaign at regular intervals and measure this expense against an estimated ROI to establish your net burn rate.
3. Create High Quality Content and Assets on your Blog
While you will entrust the finer details of your SEO campaign to experts, it is important that you drive certain elements of the campaign to ensure that you are ultimately successful. To understand this further, you need to look at individual elements of your campaign such as link building. While some have derided the practice of link building as being redundant in recent times, this only applies to low quality links that feature poor or inadequate content. This has simply created greater opportunity for brands that create organic and informative content assets and link to these through external websites.
So while you will task your AdWords qualified experts with identifying high quality and relevant link building opportunities, you can significantly aid their cause by creating a body of informative and insightful content through your blog and resources pages. This can be driven in-house, simply by using the expertise and experience within your firm to talk knowledgably about topical industry issues. Just be sure to liaise with your SEO partners to identify purposeful keywords, and then set about creating assets that will underpin your campaign as a whole.
With these steps in mind, you can drive a structured and cost-effective SEO campaign that benefits your business. By reducing costs without compromising your ability to hire industry experts and create high quality assets, you can also ensure that this campaign is profitable and capable of delivering a significant ROI.