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Your Complete Guide to Crafting a Killer SEO Strategy

Julia McCoy
Monday, 1st Apr 2024
seo strategy

Do you ever feel like you’re drowning in the vast sea of digital marketing, just trying to stay afloat? That’s where a solid SEO strategy comes in. It’s not just about tossing out keywords and hoping for the best — far from it.

An SEO strategy is like the roadmap to success in the digital realm. It’s the secret sauce that helps your website rank higher in search engine results, making it more visible to potential customers. And the best part? You don’t have to be a tech wizard to create an effective SEO strategy.

In this guide, we’ll break down the fundamentals of SEO strategy and walk you through the step-by-step process of creating one that works for you. From understanding your audience to optimizing your content, we’ve got you covered.

So buckle up and get ready to unlock the power of SEO for your business!

Table Of Contents:

What is SEO and Why Do You Need a Strategy?

Search Engine Optimization or SEO is the process of optimizing a website to increase its visibility and ranking in search engine results, ultimately driving more conversions and business growth.

To push your website to the top of search engine rankings, you need a robust SEO strategy that includes tactics such as optimizing website content, improving website structure and user experience, building high-quality backlinks, and staying updated with search engine algorithm changes.

Let’s break down the key components that make up an effective SEO strategy:

  • Content Organization: By structuring your website’s content around topic clusters, you create a clear hierarchy for Google to crawl. This not only helps search engines understand the relationship between different pages but also boosts your authority on specific subjects, making you more likely to rank higher in SERPs.
  • User Intent Matching: Understanding why someone conducts a specific search is crucial. Your content should address their needs or answer their questions directly, which means moving beyond keywords to consider the context behind those searches.
  • On-Page Optimization: Each page on your site needs optimization for both users and search engines. From title tags and meta descriptions that grab attention in SERPs to internal linking strategies that guide visitors through relevant information seamlessly — every detail matters.
  • Technical Optimization: With mobile devices accounting for over half of web traffic worldwide, having a mobile-friendly website isn’t optional anymore — it’s necessary. Technical aspects like fast loading times, responsive design, and secure browsing (HTTPS) significantly impact both user experience and ranking positions.

Crafting an SEO strategy isn’t rocket science, but it does need a bit of finesse and understanding. Let me show you how to create an SEO strategy based on the four pillars of SEO: content optimization, on-page SEO, technical SEO, and off-page authority building.

Content Optimization

With search engine algorithms becoming more sophisticated, it’s no longer enough to just publish content around target keywords. You have to organize your website in a manner that helps Google understand the relevance of each post.

Think of your website as a giant filing cabinet with categories, sections, and individual pages logically stacked within each other.

Now that you have a proper website structure, it’s time to optimize those individual pages.

Understand Search Intent

Is your current content addressing the needs of your audience? Are you providing valuable information? Are you helping them fix a problem?

Think about not just who people are on the surface, like their age or where they live, but also what drives them – things like what they value and what catches their interest.

To nail this, you gotta listen more than you speak. Dive deep into forums, social media conversations, and customer feedback, and optimize your content around what your readers crave.

Create Content Around E-E-A-T

Google values content that is not just informative but, more importantly, helpful to the user. This is the concept of E-E-A-T.

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google uses E-E-A-T to evaluate (and rank) the quality of content on a web page.

Experience: This new “E” focuses on the firsthand or life experience the author or creator has on the topic at hand. Google values content where the writer brings a practical understanding of the subject.

Expertise: This refers to content that demonstrates in-depth knowledge. Ideally, the author should have a strong background in the subject matter. You can showcase this through author bios, credentials, or affiliations with relevant organizations.

Authoritativeness: Google considers the overall reputation of the website when evaluating content. Positive reviews, industry awards, and recognition from other authoritative sites can all contribute to a website’s authority.

Trustworthiness: Your content should be factual, accurate, and free of typos. Double-check claims, cite reputable sources, and clearly display author information and contact details for the website.

Here are some ways to improve your content based on E-E-A-T principles:

  • Demonstrate real-world application: Don’t just explain a concept, show how it’s used in real life.
  • Include first-hand experience: If you’re reviewing a product, it helps to have actually used it. This allows you to provide insights beyond just technical specifications.
  • Case studies and personal anecdotes: Feature success stories or showcase how your product/service benefits real people.
  • Source from experienced contributors: If you have a team creating content, leverage their experience for specific topics.
  • Focus on quality: Conduct thorough research, provide valuable insights, and ensure your content is well-written and informative.
  • Showcase author expertise: Include author bios that highlight their qualifications and experience.

E-E-A-T is particularly important for Your Money Your Life (YMYL) content.  These are websites that deal with topics that could potentially impact a user’s health, finances, or safety (e.g., medical advice, financial planning, legal matters).  For YMYL sites, Google places a higher emphasis on E-E-A-T to ensure users find trustworthy information.

While E-E-A-T is not a direct ranking factor, it can influence how Google perceives your content and website. By focusing on creating high-quality, trustworthy content, you can establish yourself as an authority in your field and improve your search engine rankings.

content at scale

Build Topic Clusters

Topic clustering is a content organization strategy used in SEO to improve website structure and enhance visibility in search engine results. It involves grouping related content into clusters or groups based on overarching themes or topics, with a pillar page serving as the central hub.

The pillar page provides a comprehensive overview of the topic while supporting pages dive deeper into specific aspects or subtopics.

This strategy not only helps search engines understand the semantic relationship between different pieces of content but also creates a more user-friendly navigation experience for visitors. By interlinking related pages within a cluster, website owners can distribute authority and relevance throughout their site, boosting the overall SEO performance of individual pages and the website as a whole.

Topic clustering is easy with an SEO AI writing tool like Content at Scale. Just enter your seed keyword into the keyword research tool and the app will automatically generate subtopics that are related to your pillar topic.

topic clusters

On-Page SEO

On-site SEO, also called on-page SEO, is the practice of optimizing the elements within your website to improve its search engine ranking and attract more organic traffic. It’s all about making your website search engine-friendly and user-friendly.

There are two main reasons for on-site SEO:

  1. Search engines like Google use crawlers to scan and index websites. On-site SEO helps crawlers understand the content and structure of your website, making it easier for them to find and rank your pages for relevant searches.
  2. Well-optimized websites are not only easy for search engines to navigate but also for users.  Clear and informative content, along with a user-friendly site structure, keeps visitors engaged and coming back for more.

Here are some of the key areas of focus for on-page SEO.

Optimize for Keywords

Conduct thorough keyword research to uncover relevant phrases with high search volume and moderate competition. Consider long-tail keywords, which are longer and more specific phrases that often yield higher conversion rates.

Armed with your researched keywords, create high-quality content that provides value to your audience. This could include informative blog posts, how-to guides, product reviews, or instructional videos. Aim for originality and uniqueness to stand out from the competition, and strive to create content that is not only informative but also shareable and link-worthy.

Include your primary keyword in the title, meta description, and headers, and mention secondary keywords throughout the body of your content but do not overdo it! Keyword stuffing can negatively impact readability and user experience.

Internal linking is the practice of linking to other pages within your website from your content. This not only helps users navigate your site more easily but also distributes link equity (or “link juice”) throughout your website, which can improve the ranking of your pages in search engine results.

Internal linking is not just an SEO tactic; it’s storytelling magic. It guides visitors through your website like bread crumbs leading them down the path of discovery (and higher page views).

Before anything else make sure you have click-worthy, quality content. Nobody wants to click on links that are dull or irrelevant.

Place links where they feel natural in the flow of text, not just wherever you can squeeze them in for SEO juice.

When incorporating internal links, use descriptive anchor text that gives users and search engines context about the linked page’s content. Aim to create a logical hierarchy of internal links that guide users from broader, more general content to more specific, detailed content, facilitating a seamless user experience and encouraging deeper exploration of your website.

Make Your Content Enjoyable With Multimedia

Enhance the visual appeal and engagement of your content by incorporating multimedia elements such as images, infographics, videos, and audio clips.

Visual content not only breaks up the text and makes your content more visually appealing but also helps to convey information more effectively.

Optimize images by using descriptive filenames and alt text that include relevant keywords, as search engines can’t “see” images but rely on this metadata to understand their content and context.

For 2024 and beyond, video content is a must! Videos are becoming increasingly popular and can help improve dwell time and engagement on your website.

Source: Campaign Monitor

Technical SEO

Technical SEO is one of the pillars of a strong SEO strategy. It refers to the behind-the-scenes optimization of your website to make it easier for search engines to crawl, index, and understand your content. Here’s a breakdown of what technical SEO entails:

Website Audit

Start by conducting a comprehensive audit of your website to identify any technical issues that may be affecting its performance in search engine results. This includes checking for broken links, crawl errors, duplicate content, and other common technical issues that can negatively impact your site’s visibility and ranking.

Page Speed Optimization

Optimize your website’s loading speed to improve user experience and search engine rankings. Compress image sizes, leverage browser caching, and reduce server response time to ensure that your site loads quickly on both desktop and mobile devices.

Site Structure and Navigation

Ensure that your website has a clear and intuitive site structure that makes it easy for users and search engines to navigate. Organize your content into logical categories and subcategories, and use descriptive, keyword-rich URLs to help search engines understand the content of each page.

Implement breadcrumb navigation and a user-friendly internal linking structure to facilitate easy navigation and improve the user experience.

Schema Markup

Implement schema markup to enhance rich snippets and provide search engines with additional context about your website’s content. Schema markup helps search engines understand the meaning and relevance of your content, which can lead to improved visibility and click-through rates in search engine results.

Use schema markup to mark up important elements such as product reviews, recipes, events, and FAQs to enhance your website’s appearance in search results.

Indexability and Crawlability

Ensure that your website is easily accessible and indexable by search engines. Check your site’s robots.txt file to ensure that important pages are not being blocked from being crawled and indexed.

Submit your sitemap to search engines like Google and Bing to help them discover and crawl your site more efficiently.

Optimize for Mobile

With the increasing prevalence of mobile devices, it’s essential to ensure that your content is optimized for mobile users. This involves creating a responsive website design that adapts to different screen sizes and devices, ensuring that your content remains accessible and readable across desktops, smartphones, and tablets.

Mobile optimization also includes optimizing page load times, as mobile users are often on slower internet connections. Compress images, minify CSS and JavaScript files, and leverage browser caching to improve page speed and provide a smooth user experience on mobile devices.

Source: Finances Online

By incorporating these technical SEO best practices into your overall SEO strategy, you can ensure that your website is optimized for search engines and provides a seamless user experience, ultimately improving its visibility, ranking, and overall performance in search engine results.

Off-Page Authority Building

Off-page authority building, also referred to as off-site SEO,  focuses on efforts you take outside your website to improve its reputation and credibility in the eyes of search engines. It’s like getting good reviews from trusted sources for your website. The stronger your off-page authority, the higher your website is likely to rank in search results.

Here’s how to incorporate off-page SEO into your strategy:

Link Building

One of the most important aspects of off-page SEO is building high-quality backlinks from other reputable websites to your own. Focus on acquiring backlinks from authoritative and relevant websites within your industry or niche.

You can do this by creating compelling, shareable content that naturally attracts links, reaching out to influencers or bloggers for collaboration opportunities, submitting guest posts to relevant websites, and participating in industry forums or communities where you can share your expertise and link back to your site.

Social Media Engagement

Share your content on social media channels and engage with your followers. Social signals such as the number of likes, shares, and comments your content receives on social media, can indirectly impact your site’s ranking in search engine results.

Online Reputation Management

Monitor your online reputation to ensure that your brand is perceived positively by both users and search engines. Encourage satisfied customers to leave positive reviews and testimonials on review sites, business directories, and social media platforms.

Address negative feedback promptly and professionally, and strive to resolve any issues or concerns raised by customers. A positive online reputation can help build trust and credibility for your brand, which can positively impact your site’s ranking in search engine results.

Brand Mentions

Monitor mentions of your brand, products, or services across the web and capitalize on opportunities to turn unlinked brand mentions into backlinks. Reach out to website owners or authors who mention your brand but haven’t linked back to your site and politely request that they include a link.

Local SEO

If you have a local business, focus on optimizing your online presence for local search to improve your visibility in local search engine results. Claim and optimize your Google My Business listing, ensure that your business information is accurate and consistent across online directories and review sites, and actively seek out positive customer reviews to boost your local rankings.

Participate in local community events, sponsorships, or partnerships to increase your local visibility and attract more local customers.

A solid local SEO strategy sets you up for long-term success – turning your tiny website into an authoritative powerhouse brimming with organic traffic.

Adding a Content Calendar to Your SEO Strategy

In the digital world, content isn’t just king; it’s the whole kingdom. Attracting visitors to your website is akin to bees flocking towards nectar. But here’s a kicker – creating random blog posts won’t cut it.

To truly boost organic traffic, you need a master plan. Enter: The Content Calendar.

A content calendar is your roadmap to publishing success that aligns with your SEO and business goals.

  • Start by setting clear objectives: What do you want each piece of content to achieve? Increase brand awareness? Drive more sales?
  • Analyze search volume and competition: Use tools like Google Keyword Planner or Semrush for this deep dive into keyword research.
  • Create diverse content types: Mix up your blog post creation with videos, infographics, and podcasts. Variety spices up user experience.
  • Schedule consistently but flexibly: Consistency is key in building an audience but stay flexible enough to jump on trending topics when they arise.

Make sure every piece of content has a purpose. This will boost not only organic traffic but also engagement rates and conversions.

Measuring and Analyzing Your SEO Performance

Once you have a solid SEO strategy in place, track your website’s performance to see what worked and what didn’t.

Google Analytics is your best friend here. It will tell you everything from search engine rankings to click-through rates.

  • Search Engine Rankings: Keep an eye on where you stand in the SERPs for your key phrases. Higher positions? You’re doing something right.
  • Click-Through Rate (CTR): This shows whether your title tags and meta descriptions are enticing enough for people to click through.
  • Bounce Rates & Session Duration: Are visitors sticking around or bouncing faster than a high-speed ball? Longer sessions usually mean content relevance and engagement.

Don’t obsess over every tiny fluctuation in rankings or metrics daily — look at trends over time instead. By focusing on the bigger picture, you’ll uncover which tactics truly drive progress, avoiding the distraction of short-term commotion.

Remember: Plan smartly, create value, measure meticulously, and watch as quality leads roll in.

FAQs – SEO Strategy

What are SEO strategies?

SEO strategies are a set of techniques and tactics aimed at improving a website’s visibility in search engine results pages (SERPs). These strategies encompass various practices, including keyword research, content optimization, link building, and technical optimizations.

The primary goal of SEO strategies is to increase organic (non-paid) traffic to a website by enhancing its relevance and authority in the eyes of search engines like Google, Bing, and Yahoo. By employing SEO strategies, businesses can attract more qualified leads, increase brand awareness, and ultimately drive more conversions.

How do you create an SEO strategy?

Creating an effective SEO strategy involves several key steps. Firstly, it’s essential to conduct thorough keyword research to identify the terms and phrases your target audience is using to search for products or services related to your business. Once you’ve identified relevant keywords, the next step is to optimize your website’s content, including titles, headings, meta descriptions, and body copy, to incorporate these keywords naturally.

Focusing on creating high-quality, informative content that addresses the needs and interests of your target audience is crucial for SEO success. This content can take the form of blog posts, articles, videos, infographics, or any other format that resonates with your audience. Furthermore, building backlinks from reputable websites within your industry can boost your site’s authority and improve its ranking in search results.

What is an example of an SEO strategy?

Let’s say you’re a small business owner running a bakery in a local community. Your SEO strategy might start with keyword research to identify relevant terms like “best bakery in [your city]” or “freshly baked bread [your neighborhood].”

Next, create high-quality content that showcases your bakery’s specialties, such as “10 Must-Try Pastries at [Your Bakery Name]” or “The Art of Sourdough: A Guide from [Your Bakery].”

Share these articles on social media and engage with local influencers or food bloggers to attract backlinks and drive more traffic to your site. By combining these strategies, you can enhance your bakery’s online presence, attract more foot traffic, and ultimately increase sales.

What are the top 5 SEO strategies?

  1. Keyword Research and Optimization: Identify relevant keywords and phrases that your target audience is searching for, and strategically incorporate them into your website’s content.
  2. High-Quality Content Creation: Focus on creating informative, engaging, and valuable content that addresses the needs and interests of your audience. This can include blog posts, articles, videos, infographics, and more, designed to attract and retain visitors to your site.
  3. Link Building: Build a strong backlink profile by earning links from reputable and relevant websites within your industry or niche. This can be achieved through guest blogging, influencer outreach, content partnerships, and other link-building strategies.
  4. Technical SEO: Ensure that your website is technically optimized for search engines by addressing issues such as page loading speed, mobile-friendliness, crawlability, and indexability.
  5. Local SEO: If you have a local business, optimize your online presence for local search by claiming and optimizing your Google My Business listing, obtaining positive customer reviews, and ensuring consistency of NAP (Name, Address, Phone Number) across online directories. Additionally, target local keywords and create localized content to attract nearby customers.


Google loves changing things up without much warning, right? One day your site is chilling at the top of search results, and then bam! An update rolls out, and suddenly you’re playing hide and seek on page two or worse.

The key to winning the SEO game is staying informed. Subscribe to our Content at Scale blog or online resources like Search Engine Journal for the latest news on search algorithm updates. This way you can quickly make changes to your website before the update hits you.

Keep in mind that SEO is not a one-time task — it requires ongoing effort and adaptation to stay ahead of the curve.

Ultimately, the goal of SEO is not just to rank higher in search results but to deliver a seamless and valuable experience for your audience, leading to increased engagement, conversions, and long-term success for your business.

Written by Julia McCoy

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