6 Tips to Help Build Your SEO Strategy
A failure to properly evaluate the competitive landscape might set you up for a race you can’t win. Take the time to organize as much information as you can into your SWOT chart, and refer back to it as you map out your SEO strategy.
4. When you think about your search strategy, consider your brand strategy.
When it comes to playing “king of the hill” in Google, a strong brand is one of your most powerful assets. Brand confusion on the search results page should be taken into consideration at the earliest stage. Since many of us share our names with other online entities, we may find ourselves competing for visibility. While trademark laws offer some protection against brand confusion, search engines provide no such assurances.
Consider my recent experience as I was looking for inspiration on a new design project. Despite Google’s best intentions, it failed to deliver any information about “Robin Williams,” author of the popular computer and design titles. Rather, almost every listing on the page was dedicated to the actor/comedian.
These considerations apply to ranking for any query, regardless of whether it is a branded keyword or not. This understanding, combined with a working knowledge of Google’s ranking criteria, can help you shape a strong search-friendly brand strategy.
5. Map out your brandedkeyword strategy.
While your keyword universe should eventually expand beyond queries that contain your brand name, these revenue-generating, branded keyword phrases are your low-hanging fruit. Your customers are using Google to find your imprints, authors, titles and related products; and as an SEO-savvy brand owner, you are uniquely positioned to rank in a long list of related “long tail” queries that include your brand name.
For example, productivity guru David Allen’s customers might be searching for “line extension” phrases related to his “Getting Things Done” title; each of the following queries will return very different results in Google: “getting things done book,” “getting things done books,” “getting things done audiobooks,” “getting things done ebook,” “gtd templates.”