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Tactical SEO

April 7, 2020
April 7, 2020 Njla772

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Title: SEO tactical

Title original: Tactical SEO

Author: Lee Wilson

Publisher: Kogan Page



SEO tactical is a practical guide to understanding the opportunities, challenges and hidden potential that the techniques SEO can contribute to any website. It challenges those SEO It provides readers with information on the great value that can be derived from an understanding of the underlying principles of SEO. This book offers proven tactics to follow that are based on the basic principles of optimization and therefore remain consistent despite the constant evolution of digital technologies.

In 9 chapters, Wilson redefines the SEOexplains how Google works, exposes the limitations of tactics SEO process oriented, short term and focused only on the ROI. It provides a step-by-step guide to creating a value checklist, building internal talent, choosing relevant metrics and developing long-term strategies. All with applicable case studies, models and graphics.

About the author

Lee Wilson is an expert in SEO international, SEO mobile, local search and content marketing. He is the director of SEO for Vertical Leap, a digital agency in the UK and writes for Search Engine Journal.

Key concepts of Tactical SEO

  • The goal of search engine optimization (SEO) is to increase traffic from search engines to a website.
  • Google is the world's predominant search engine.
  • The success of the SEO depends on the following process: analysis, research, strategy, technical optimization, internal optimization, external optimization, reporting and improvements.
  • Sufficient flexibility to be able to face the changes in the market.
  • To improve positioning and optimize indexation, the website contents should be optimized taking into account the SEO.
  • The contents designed with SEO increase the time and interaction of users on a site.
  • Search echoes are a visual tool which shows how online activities are propagated.
  • A tactic of SEO well balanced includes the monitoring of indicators, but focuses on those activities that generate value.
  • The four main areas of focus for a value-driven strategy are website, user, search engine and business.
  • Key search metrics include CTR, bounce rate, and demographics, among others.


Search Engine Optimization

Creating a good strategy requires understanding the context and logic of each step in the search engine optimization process. SEO is the application of knowledge to increase the quality and quantity of organic traffic (also called earned, natural or free traffic) from search engines to a page or website. The major search engines, including Google, Bing and Yahoo, provide users with a list of websites and pages specialized in the requested subject matter as a result of their queries.

What is SEO? If you ask this question to 10 digital experts, you will most likely receive several variants of one main aspect

Effective search engine optimization helps your customers find what they want and need. Even people who are not experts in digital marketing can understand what it is SEO and its importance in attracting visitors to your site.

Organic traffic and value content

By organic traffic we understand those visits you receive on your website that do not involve a pay-per-click (see CPM). These visits come from the visibility your site has or the impressions it generates through organic marketing.

If there were only one central focus for long-term online success, a recurring theme that will never change, it would be the need to emphasize the importance of value in almost every activity you do

The SEO enables visibility by attracting and interacting with users. When visitors create and share user-generated content (User Generated Content) by posting reviews and suggestions on your site, promote public confidence in your brand. Creating unique and comprehensive content for your site increases UGC.

SEO it's not expensive. It works for you all the time and attracts more people to your website. However, some website owners who could use a little more traffic still limit their efforts to a SEO expiredThe use of a single keyword, prioritization, link building and positioning goals.

To increase the positioning and optimize the indexation, you must create the contents for your website taking into account the SEO from the beginning. Orient your contents to the user and make sure they are useful, easy to find and use.

Solving problems, proposing solutions and providing useful information will increase the value of your content. For people to find it, reinforce the page with a descriptive URL and sitemaps.

Internal SEO tactician or external agency?

If you are trying to decide between hiring an external agency to manage your SEO tactical or having its own experts in the business, compares the initial and recurring costs of having a single person on staff to the costs of using an outside agency. Find out if the internal employee can adjust to changes as quickly and efficiently as the external specialists. Create a decision tree with a list of factors that are important in making this decision, such as varied experience, expertise, reliable service and dedication. Think of several scenarios that cover the expertise of both options and get to the possible results.

Understanding Google

Founded in 1998, Google is the predominant search engine. Its market share is three times that of its closest competitor. Google defines success in terms of efficient user service and reflects its strong user orientation in everything it does. It adopts a continuous improvement approach and strives to break its records for accuracy and speed.

When you take a multidisciplinary approach to communication, you can counteract the limitations of one medium with the benefits of another

The SEO checklist for Google

The professionals of the SEO tactical must work from a Google/SEO which includes methods for optimizing Google, such as title tags, optimization for mobile phones and performance enhancers such as anchor text, i.e. words and images with clear information about the link destination.

Google and SEO have much in common, and this symbiotic relationship has existed for as long as the two

Other search engines

However, a strategy of SEO solid should include other search engines such as Bing y Yahoo. These vary slightly and give access to different target audiences.

The process of tactical SEO and the value of opportunity

A structured strategy of SEO is based on establishing a process that organizes your activities, gives coherence and allows you to increase your search results incrementally. Since search is always evolving, the support structures of the SEO must allow for flexibility and adaptation. A typical process of SEO includes:

1. Analysis

Definition of goals and results to be delivered, and key performance indicators (KPI).

2. Research

To gather information to help shape your SEOThe "Strengths, Weaknesses, Opportunities, and Risks" section of this website is a comprehensive guide to your strengths, weaknesses, opportunities, and risks.SWOT).

3. Strategy

Create a support structure to achieve your goals.

4. Technical optimization

Develop a web technology plan that supports your SEO.

5. Internal optimization

Every point of contact on your site, including the domain name, has an impact on search engines. Internal factors include elements that are externally visible, such as metadescriptions and title tags.

6. External optimization

The external signs give a lot of importance to the linksThe results are also influenced by other factors, such as mentions.

7. Report and improvements

Establish measurement criteria that allow you to monitor the performance of your SEO.

Regardless of age, size and location, all websites need a regular health check and a new prescription

The process of SEO should be a flexible and dynamic support structure. If it is not, you will miss out on the opportunities that arise in an ever-changing industry; you will stifle creativity and innovation and become a follower rather than a leader.

Long and short term strategy

Finding the balance between a long-term and a short-term strategy is a challenge. The activities of SEO in the long term are performed for a period of six months or more. Ensuring a positive user experience involves ongoing maintenance of the website with a focus on improving daily performance, responding to changes and innovations, and meeting user expectations.

Content is so important to the success of the SEO that they must be efficiently reinforced throughout the strategy

The Echoes Concept - Long-term SEO

Google had a tool called Ripples that people could use to share and re-share their original content. The name referred to the ripples that are created in water when a stone is thrown into a pond, as the shared and re-shared content spreads across the web. Google eliminated it in 2015, but the concept of echoes is a metaphor for how your online activities could lead to subsequent activities, and those activities, in turn, lead to other activities - all from the content you generate.

SEO in the short term

In contrast, short-term strategies are actions designed to obtain an immediate positive response.

Start by looking for missed opportunities. Find small changes that are easy to implement. Find out which of your competitors' tactics worked in the past or are working now.

Always try to improve search performance by correcting errors immediately. Improves loading speed, and boosts performance on mobile phones.

There are hundreds of positioning factors that combine in the algorithm from Google to get the final results we see in a split second


SEO in terms of value, not ROI

Assessing the performance of the SEO only from the return on investment frustrates the objectives of generating value.

Creating a strategy based on very precise measurement criteria excludes actions that do not directly impact on these metrics. However, the positive side effects of a beneficial change may not be directly correlated with a measured activity and may be invisible in the metrics. For example, quality blog content increases user confidence in your brand and could increase positive word of mouth, but neither benefit will appear in transaction metrics.

The vast majority of search opportunities are not conducted

To assess how your optimization efforts are progressing, check the search results pages. Determine traffic quality by analyzing click through rate (CTR) data, the time visitors spend on your site, and other relevant metrics. Metrics help evaluate the performance of the SEO.

It analyzes the data relating to impressions, clicks, traffic of search, links y references to refine your strategy.

Value-driven strategy in tactical SEO

A value-driven strategy focuses on four key areas:

1.Value of the website

It includes the technical design and structure of the site.

2.User value

It refers to the elements involved in the user experience (UX), such as content and accessibility.

3.Search engine value

It has to do with the signs on the algorithm of Google positioning, such as metadata, links, keywords and topics.

4 Business value

It is derived from meeting your business objectives and performance.

A challenge for any search engine specialist is the ability to continually learn, adapt and keep up with changes in the industry

Measurement criteria provide and enable you to understand real-time information to measure the success of your strategy.

Consequently, they should show how users interact with your site and content. Common search measurement criteria include

  • click rate
  • bounce rate
  • time spent on the page/site
  • user interaction
  • page views per visit
  • demographic data
  • end results

Evaluate your activity checklist

To gather information to help you evaluate and modify your activity checklist, ask your SEO the following:

  • Why are they taking this step?
  • What effect did it have the last time they tried?
  • What goal are you trying to achieve?
  • Did you get it?
  • What should they do to follow up?
  • What feedback received from its users?

Search marketing

Don't limit your strategy to maximizing search engine rankings. A comprehensive strategy includes addressing other environments where users interact with your brand, offerings and website.

Incorporate four digital axes into your strategy:

  1. contents
  2. social media
  3. pay-per-click
  4. design

High-quality web content helps your site eclipse your competitors' sites, increases the time users spend on yours, and strengthens the way they interact with your material.

Each search engine offers a unique opportunity to reach a new target audience and take advantage of the nuances of the search engine itself

Expert content

Offering original and intelligent content will position you as an opinion leader and expert in your sector. Great content requires proper coding. Take care of spelling and grammar, and make it easy to load and navigate. Add keywords naturally in the page title, H2 headings and theme-focused text.

Information never stops; neither does improved delivery, innovation or improvements

When people interact with your content, post comments and share it on social networks, they increase the likelihood that search engines will discover your site. Take advantage of social networks to get more readers to your content. Social media data will tell you what your target audience wants and what they are reacting to, so you can guide the creation of your content.

The SEO should never be concluded. Optimization means improving something

Many people mistakenly think that broadcasting channels compete with each other. In reality, an increase in audience share in one medium does not necessarily mean a decrease in others. Pay-per-click initiatives can complement the organic activities of SEO tactical and ensure that your target audience sees your content as often as possible.

The future of SEO

The environment of the SEO is constantly evolving. Professionals must constantly learn and adapt. Among the recent trends that influence SEO are mobile phone and application searches, and the integration of social networks into search engine results. New technologies, such as artificial intelligence, can improve search, as search engines scan more thoroughly in videos, photos and by voice.

Readings related to SEO tactical:

Web Analysis : SEO Audit, Ranking and Competitors

The Marketing Plan and its components

What is SEM - Digital Marketing Vocabulary


Related technologies and apps:

Google Search Console: Connect the tool to find your website

SEMrush: The most complete tool for SEO, SEM and Marketing

Download our free ebook: "Practical Guide to Selling Online"

We have developed a complete guide to these steps. It includes strategy questions such as the different business models available, how to create a marketing strategy and what data to analyze. You can download the ebook for free here:

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