With ever evolving digital landscape, SEO has changed a lot. It’s now an entity that couldn’t deliver results on own, instead needs to mix with other digital strategies. The statement doesn’t necessarily downplay the might of SEO. Even today, it’s critical to your digital marketing mix.
8 Important SEO Elements to Consider in 2018
As new digital elements have overpowered decade old off page / on page game, it’s now important for aspiring SEO geeks to be in sync with key SEO areas. Top SEOs in town will always recommend newbies to learn new and evolving techniques to keep up with changes in the industry.
To note, it’s time consuming and takes lot of efforts to learn SEO in its fullest form. You need to have proficiency and mastery on various aspects of SEO, say technical, marketing and content optimization.
The following article illustrates different SEO elements that you should be expert in to launch successful and result-oriented search engine optimization campaigns.
1. Audience Research:
Being SEO, you’re well versed with keyword research. Audience research is an extension to it. While in keyword research we usually miss elements like personas, consideration of the customer journey, or focusing on topics, audience research takes above into the loop.
If you can understand your audience, demographics they belong to and content they can relate to, you can get better engagement, generate leads and touch sales. Regardless of your business capacity and strength, you need to develop ability to analyze your target audiences and convert them into buyers.
2. Competitor Research:
Being a marketer, you should have enough knowledge of the competitive landscape. This is an important phase of SEO. As the name implies, the competitor research is a process of doing complete profiling of your nearest competitors who are currently capturing big chunk of your audience base. There are many ways to conduct competitor research, from externally auditing or by using automated tools. All it helps to determine those many factors that driving traffic to competitor websites.
3. Web Analytics:
SEO professionals should be able to analyze results and make decisions. The analysis of their performance helps SEOs to understand the impact of the strategy and efforts placed in. It presents various reports that define your accountability to the campaign stockholders.
It means an SEO needs to have upper hand on various facets of Google Analytics. Now the analytics tools have many advanced customizations features in place that pro SEOs should learn and implement. These new features may include attribution models to help marketers see more of the customer journey.
The data obtained paints a complete picture about the searcher’s intent, their persona and impact of other factors of SEO.
An SEO should also have basic technical abilities. It will help him to collaborate efficiently with web developers, or with IT teams. Proper implementation of tracking scripts and pixels needs some knowledge of technical how-to. In addition, knowledge of analytics, heatmaps, Google Tag Manager, and other popular and advanced tracking mechanisms is also an add-on. It’s disappointing that most marketers aren’t always aware about implementation of proper tracking of tools.
Time and again, we utter terms Index, Indexing and Indexability without actually knowing much about how it works. It’s now of much importance that marketers must learn how indexing works. It’s still important that you fully understand how indexing works. The knowledge of indexing serves marketers efficiency to address duplicate content issues, crawl budget, canonical use an d use of robots commands, and more.
6. International SEO:
It’s quite a missed part for most SEOs. They hardly sense any significance of targeting sites outside of their home country. As the world is a global place now, SEOs have no choice but to address their international clients. To do so, they need to have mastery in the following top level domains, hosting, and Hreflang tags etc.
7. Local Search:
Knowledge of local listings and local search optimization is also a must for pro SEOs. They need to understand the various facets the full local search ecosystem, local ranking factors, weightage of NAP data and the process to claim your local listing.
8. Link Building:
A lot has been changed in Link building since 2011 Penguin update. SEOs need to be in sync with the new linking patterns to understand how linking impacts rankings and link building strategy. As quality versus quantity is still the game changer, it’s of ultimate worth to know the amount of focus on links that could your optimization efforts.
Pro SEOs should be the master of quick and long term linking strategies required to attract and obtain relevant and high-quality links. They should also well versed of overall backlink optimization strategy to help website rank well.