by James Lawrence on September 30, 2020 | SEO

Last Updated on

In a market full of constantly changing technology and confusing algorithms, the number one thing you can do to increase your website’s organic ranking in any search engine is to implement a comprehensive SEO plan.

Doubtful? A 2019 study showed that B2B companies generate 2x more revenue from organic search than any other channel – so SEO is definitely not dead. Even throughout the current pandemic, click-through rates remain steady on top organic search results.

No single action or factor will guarantee SEO success. What’s important is creating a clear strategy combining the following key factors as best suited to your needs. As one of the top SEO agencies in Australia, we know that there are no shortcuts. Sustainable SEO requires long-term commitment and a willingness to build on previous successes and learnings. 

Here’s an overview of the 7 focus points we use at Rocket when reviewing our own and our client’s SEO strategies.

1 – Content

  • Post fresh, high-quality and engaging content on a regular basis. If long-form writing isn’t your forte, these days video content is easier to create and market than ever before.
  • Utilise well-researched keywords when writing your content and meta descriptions. (We’ll share some of our favourite keyword-finding tools further down.)
  • Avoid thin content or stuffed keywords. Gone are the days when you can hunt down synonyms for your services and use them to create a two-paragraph blog post to boost your rankings. Customers (and search engines) are looking for relevant and genuinely useful content.
  • Provide an excellent user experience. Ensure your content is easy to find on your site by tagging relevant categories, and don’t bug users with constant pop-ups for newsletters or chatbots.

 

2 – HTML

  • Add title tags with relevant keywords to both blog posts and page templates.
  • Write descriptive meta descriptions (these may also show as a snippet when the link is shared on social).
  • Use relevant headlines & subheads – remember, H1 is only for titles! Check that your Heading tags are styled the way you want in CSS to avoid using the hierarchy incorrectly.
  • Avoid design features aimed at misleading search engines (for example, inserting ‘invisible’ white text on a white background).

 

3 – Links

  • Drive quality & quantity internal links to key pages – you’ll find links sprinkled throughout our content to our relevant services pages and other helpful blog posts.
  • Text links featuring keywords are more helpful than a link that says “click through here.”
  • Avoid buying links or creating them through spam techniques (Actually, just don’t).

 

4 – Trust

  • Links and shares show authority. We’ll often recommend linking a claim or statistic to the site or research that backs it up.
  • Disavow links from bad neighbourhoods – for example, robo-generated content spam sites and pirate communities. These might create short-term traffic but may ultimately lead to further low-quality inbound links.
  • Maintain a long and consistently positive history of sharing links to resources that are trusted and relevant. This boosts the ‘authority’ of your site.

 

5 – Architecture

  • Design your site to be highly ‘crawlable.’
  • Optimise code, media and plugins to ensure a fast load time. Longer load times tend to correlate to a higher bounce rate and lower conversions.
  • Check to ensure your site’s mobile experience is excellent. Sites created on an older CMS or templates created prior to the widespread adoption of mobile browsing may not be responsive – that is, they may not automatically resize or redesign menus, text and images to suit the smaller screen of a mobile device. Google Chrome has an inbuilt tool for this.
  • Use effective URLs and site structure – we’ve written more about this in our On-Page SEO guide.
  • Perform regular technical audits and remediation work to make sure your site remains on top of Google’s current recommendations.

 

6 – Social

  • Ask industry authorities on social media to share your content – your managing director, your mentor or your long-term client.
  • Share your content often. If you’re blogging once a week, ensure you post that link to your social pages at least once. Join conversations in relevant communities and link your content to back up your input.
  • Prioritise regular and positive reviews. Asking a client for a Google review or glowing testimonial need only take one quick email, and then you can return the favour. Win-win!
  • Make time for regular social media activity. We find LinkedIn to be a great way to stay visible – even a reaction or short comment on someone’s post means your content is likely to be more visible to them in future.

 

7 – Tools

  • Industry-leading tools are critical to SEO success. They can uncover technical issues at scale, identify keywords and opportunities, and perform competitor research, gap analysis and more. Here are 18 marketing tools we absolutely love.

 

Conclusion

So there you have it – 7 SEO focus areas that, properly actioned, will give your site and content the best chance of higher organic reach.

Rocket is passionate about search engine optimisation – so much that we’re happy to review your current approach and provide an honest audit, free of charge. Or, if you don’t have the time to review your SEO strategy, get in touch with our experienced team or call 1300 059 620 to discuss outsourcing to our award-winning SEO agency. We’d love to help.

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