Search Engine Optimization, or SEO, is a race that never really ends. There are 1000s of websites all competing for the top spots on the first page of the Google’s search results. That kind of competition means that there is a lot of work to get to those top spots and once you get there you still have to fight off all of the others who would gladly take your place. So the race continues on.
Whether you have made it to the top and want to stay there or you are working to move your way up the SERPs you NEED to have an SEO plan for 2018.
The new year is a great time to take a step back and review your campaigns to see where you can make improvements. Columnist Casie Gillette shares her ideas for starting off 2018 right with SEO.
1. Audit your site
I’ll be the first to admit that it’s easy to get caught up in the day-to-day. Between the daily tasks at hand, the pressure to hit goals and the ongoing updates from search engines making life difficult, it can be hard to step back and get a holistic view of your site and how it’s performing.
At KoMarketing, we start every new program with a full-scale technical audit, followed by a keyword roadmap and content audit. It ensures we not only understand the landscape but also get our clients’ sites in the best shape possible, as soon as possible.
But what happens when you’ve been working with a client for two or three years? What happens when hundreds of changes have been made, messaging has shifted and company goals have evolved?
While we try to perform quarterly technical audits, they aren’t always as in-depth as that first time. In addition, after a few years of writing and adding new content to the site, that initial content audit likely no longer applies.
Start your year off right by giving your site a full audit, evaluating everything from technical issues to content to competitor performance.
2. Revisit your keywords & messaging
Were new features added in the past year? Were brand guidelines put into place? Did the competitive landscape change a bit? Whatever the case may be, it’s important to revisit your overall messaging to ensure your target keywords still make sense and you aren’t missing any major opportunities.
Take for example this scenario: A few years ago, I had a client in the logistics space who was targeting “shipping” terms. Our content was geared toward shipping, our SEO efforts were geared toward shipping, and overall, performance on the terms was pretty great.
Fast-forward to the following year, when those terms started driving much less traffic and leads. Why? The landscape had shifted toward “transportation.” Searches were up, the types of results had changed, and more competitors had started using the term.
Staying ahead in a never-ending race is a full-time job. In fact, it’s more than a full-time job. That’s why at Roofing Contractor Marketing we have a whole team working together to help your roofing company have SEO success.
If you are ready to GROW your roofing company and start driving leads to your business, click for a FREE, No-Obligation SEO Analysis to see how your website ranks and what we can do to help you.