Thomas Gal is the CEO and Founder of the Website & SEO Agency, SichtbarerWerden Gmbh.
SEO has long been hailed as one of the marketing channels with the potential for the highest return on investment (ROI). Done right, it can pave the way for exponential growth. But, the rapid developments in the digital landscape mean that SEO practices are ever-evolving.
Yet, amid the abundance of information and new strategies, there exist foundational SEO principles that don’t always get the attention they deserve. These overlooked steps might be the very ones your agency is either unaware of or is failing to prioritize. Let’s delve into these crucial elements.
1. User Intent And Search Behavior Analysis
While keywords were once the backbone of SEO, the era we’re in now emphasizes the importance of understanding user intent. Google’s sophisticated algorithms go beyond mere keyword matches to discern the searcher’s underlying purpose.
However, many agencies, caught in the historical importance of keyword optimization, may miss the forest for the trees. They focus on the what (keywords) but neglect the why (intent). For instance, does a search for “java” pertain to the programming language, the island or coffee? Context is everything.
Therefore, I encourage you to embrace search behavior analytics. Even basic tools like “People Also Ask” or the “Searches related to” section on Google can help shed light on user intent. Studying patterns in search queries, analyzing on-site behavior and user surveys can further crystallize your understanding of how people are searching.
2. Comprehensive Content Audits And Gap Analysis
A thorough content audit can illuminate the strengths and weaknesses of your online presence. It can help show you what’s working, what’s not and where opportunities lie.
While some agencies might periodically check for broken links or slow-loading pages, a true content audit is more intricate. It’s about the depth, relevance and performance of the content in the eyes of both users and search engines.
To help solve this, you can embark on a detailed content audit to:
• Assess alignment with best practices.
• Ensure content relevance for the target audience.
• Identify content voids, especially relative to competitors.
• Spot opportunities to enhance existing content.
From this, you can strategize content creation and optimization with laser precision.
3. E-A-T: Expertise, Authoritativeness And Trustworthiness
Google’s search quality raters guidelines spotlight the importance of E-A-T. For sites that can influence a user’s well-being, finances or safety, E-A-T is pivotal.
However, in the race to churn out content, the qualitative essence captured by E-A-T is often left by the wayside. It’s not enough to be well-optimized if your content lacks substance, credibility and trustworthiness.
Here are some tips to focus on these three areas of E-A-T.
Expertise
Content, especially on specialist topics, should be either authored by or vetted by experts. Highlighting the credentials of contributors can amplify perceived expertise.
Authoritativeness
This is where high-quality backlinks come into play. Despite evolving SEO strategies, the importance of backlinks in establishing authority hasn’t waned. Agencies that downplay their significance might be doing their clients a disservice. A backlink from a reputable source serves as an endorsement of your content’s value, building authority in the eyes of search engines.
Trustworthiness
Ensure your website is secure (e.g., HTTPS), maintain transparency in business practices and spotlight user reviews and testimonials.
In summary, while SEO is a multifaceted domain with evolving strategies and techniques, there are foundational pillars that remain steadfast. In my experience, grasping user intent, conducting thorough content audits and championing E-A-T principles are central to a robust SEO strategy.
Coupled with the enduring importance of quality backlinks, these are the underpinnings of true SEO success. If your agency hasn’t been spotlighting these, it may be time for a candid conversation. Your business’s digital growth may hinge on these very principles.
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