In-Depth Topic keyword research - You will see much better results if you study your topic and write a comprehensive, in-depth article, rather than just trying to incorporate random keywords into an article that is average at best. Use keywords as a guide for what directions to take your writing, not as an end all be all. You will likely end up ranking for hundreds (if not more) of long tail keywords by simply writing a comprehensive piece of content.
Repurposing Existing Content - Once an article is published, many people simply forget about it and move onto the next one, not realizing the potential of their site’s existing content. Every once in awhile (quarterly, half-year, annually) you should conduct a content audit on your site. A content audit is an audit where you improve articles, merge them together, or even remove them. There are hundreds of opportunities for re-optimizing existing content on your site.
Internal Link Audit and Optimization - An internal link is a link from one page on your site to another. Internal links are beneficial for SEO because they help pass link equity to the page receiving the link. Internal links also make it easier for Google’s crawlers to crawl and index your website. As you create new content on your site, you miss out on internal linking opportunities.
For example, let’s say you wrote a blog post on Monday and then another on Wednesday. The post you wrote on Wednesday could include a link to the post you wrote on Monday.
Linkable Asset Development And Promotion - A linkable asset is a piece of content that does an effective job at attracting backlinks from other websites. Creating and promoting linkable assets is an excellent way to improve your SEO through the acquisition of backlinks. Developing a linkable asset is fairly straightforward. You simply create a unique, interesting, and useful piece of content for your target audience.
Once you have created your linkable asset, it’s time to promote it. Promotion really boils down to two strategies:
Outreach: Reaching out to 3rd parties who have audiences that may find your linkable asset useful.
Paid promotion: Paying a 3rd party who has an audience that you want to advertise your linkable asset.
Redirect Management and 404 Link Reclamation - When an old version of a website goes through a face lift, the developers working on the site will often change the site’s URL structure. This may occur for structural reason, SEO reasons, or for no reason at all. Redirects, specifically 301 redirects, pass the link equity of an old page on a site to a new page. Without redirect management when you are going through a website revamp, you will likely lose your rankings and traffic. For more information on 301 redirects, check out what Google has to say about them.
Accelerated Mobile Pages (AMP) - Accelerated mobile pages (AMP) are an open source framework for creating lightning fast mobile pages.
There are a variety of reasons more and more website owners are adopting AMP, but here are the two big ones for marketers:
- AMP enhances the mobile experience which improves on-site metrics like bounce rate
- Google likes sites that load fast and tends to rank faster loading sites higher in the SERPs
Content Experiments and Personalization - User experience signals are a major SEO ranking factor once your content reaches the first page of Google. Using Google Analytics Content Experiments is an easy way to test landing pages and can be very impactful to your business’s bottom line.
Personalization - basically means dynamically changing your marketing message (on landing pages, ads, etc.) to connect with each individual customer.
SEO is a fast-paced and forever changing industry. Techniques and strategies that worked 5 years ago can hurt your business nowadays, and some of the best strategies of today weren’t even around 5 years ago. To stay on top of what is working, it’s important you are always reading, learning, and testing new approaches.