3 Steps to a Successful Google Search Ranking Campaign
Published on October 17, 2019
by Samer Awada
If you are like most business owners or marketers, you may have at some point, came across the term “SEO” short for Search Engine Optimization. At first, you may have been excited, you quickly started to conduct your research on the subject. After reading a few articles online, and learning the fundamentals you decide to begin your SEO marketing strategy, soon to realize that it’s not as easy as you may have initially expected.
I understand because I was in your shoes once. I know how it feels to not rank for your target keywords. Keywords that can be game-changers for your business, just like they were for mine.
Implementing a well-rounded search engine optimization campaign is time-consuming, it will also require a lot of patience, and many challenges to overcome.
- View Step 1: Overall Website Structure
- View Step 2: Consistent On-Site Content Development
- View Step 3: Consistent Source Of Link-Building
So why is SEO so desired by small to mid-sized businesses?
Before we begin talking about SEO let's compare and contrast the other obvious alternative, "Paid Advertisements". Let’s look at these two scenarios.
A visitor finds your website by clicking on an advertisement.
Let’s break down the cons of paid advertisement first.
How do you feel when you land on a website via an ad? Personally, for me, it does not feel authentic, like there is a catch to the ad that was presented to me before clicking on it.
Due to my skepticism, I inevitably become a harder lead to close for the website. This leads to higher customer acquisition costs (CAC) and a much longer time to close me as a paid customer.
Paid advertisements are also temporary, as soon as the budget runs out or you stop feeding it money it will stop driving skeptical leads to your website.
Now for some of the pros of paid advertisements.
The obvious one is that traffic comes faster than SEO. But this is not always a good thing. Nothing valuable comes easy.
A visitor finds your website organically on Google search.
Let’s get the cons of organic search result out of the way first.
Search engine optimization will require an initial investment that you may not see much of a return at first. This can leave you unmotivated. It will be hard for you to justify your initial time and money investments. Getting thouthg this initial phase of your campaign will be the determining factor of your overall search ranking success.
Now for the pros of SEO.
Before you get demotivated let’s look at some of the pros. Starting with some SEO graphs case-studies from SEMRush.com
Case Study #1
Traffic Increase: 7k/month - 100k/month
Overall Time-Frame: 7 Years
Biggest Jump Cam In 2 Years (7k/month - 50k/month)
Case Study #2
Traffic Increase: 20k/month - 215k/month
Overall Time-Frame: 7 Years
Biggest Jump Cam In 2 Years (20k/month - 150k/month)
Case Study #3
Traffic Increase: 5k/month - 80k/month
Overall Time-Frame: 2 Years
Biggest Jump Cam In 1 Year (5k/month - 60k/month
Imagine how these businesses are benefiting from this kind of free relevant and authentic traffic to their website.
The main reason SEO is so valuable to small and mid-sized businesses is because it requires less capital and more work to execute. Usually, smaller businesses lack the capital but have the passion and grit to push through hard work to assure the success of their company.
Businesses with big marketing budgets allocate a larger amount of capital to paid advertisements because it's quicker to drive traffic. Their marketing department also has strict deadlines on marketing spend which at times requires them to spend heavily.
Nothing wrong with that, but even big companies know the value of SEO and will always allocate a percentage of the entire budget to pumping out content for their website and acquiring backlinks from other blogs in their niche.
The 3-steps you need to follow to execute a successful SEO campaign
Step # 1: Overall Website Structure
Ensuring that your website is well built and structured is the first thing you need. Don’t go crazy with running your website through “SEO tools” that tell you what you need to fix. Simply optimize the following:
- Easy to use navigation links
- SSL & Readable URL structure
E.g: https://example.com/category/product-name or https://www.example.com/category/blog-post-name
- Title tags
- Description tags
- Header Tags most importantly your h1 & h2
Ensure only one h1 tag per page and 2-3 h2 tags. H1 is the main title of your page. H2’s are the titles of sections of your article on the page.
- At least 500 words per page
Especially if it’s a blog post. The optimal blog post length is 1000 words.
Step # 2: Consistent On-Site Content Development
Content is truly king. We need content to target search terms on Google. Before you begin writing, you need to do what content marketers call “content research”.
This is the process of researching what others are looking for answers to on Google within your industry. Here is an article we wrote on how to conduct content research, tools we recommend using, and how to do it using SEMRush.
Need somone to write quality content? We have made this easy. You can place your content writing order with us. Our team will conduct the proper content research and communicate with you to deliver the best content for your SEO campaign strategy. View our content writing service here.
Step # 3: Consistent Source Of Link-Building
This will be the icing on the cake. After Google crawls and indexes your content, it immediately looks for external backlinks sources. The more external websites it finds linking to your page the better your page will rank for the content it carries.
There are a few things that Google will consider when ranking your website for a specific keyword:
- Anchor keyword or the "hyper linked keyword".
- Quality of the external website.
- The number of quality backlinks your page has.
- Link Drip
“Link drip” is the time-frame your links get published. Google’s algorithm is very sophisticated and will always look out for unnatural links to a website.
The way to avoid being flagged for unnatural links is to strategically build these links. Two things to consider when building links are
- The age of your website
- Current status of your website
For example, let’s assume your website is brand new and it randomly receives 100+ links in one week, Google may raise an eyebrow and conduct a manual inspection. A manual inspection is when someone from the Google team reviews the links and your website to see if the links were indeed unnatural before conducting a penalty. Feel free to read more about manual actions here.
The way to conduct a proper link-building campaign is to manually reach out to other bloggers and invite them to reference your website only if it complements their articles. This way you will remain safe, avoid any future headaches with Google and keep your link building campaign as white-hat as possible.
To conclude, the three key points to keep in mind when executing your search engine optimization campaign are your website’s overall structure, consistent flow of relevant on-site content, and a consistent flow of relevant backlinks to your website.
Don’t have an account yet?
We provide free-guidance and also provide all of the above as a monthly service. If you haven’t done so yet, we invite you to create a free account with us. We will be releasing a paid SEO management subscription soon and users with an existing free account will receive a promotional monthly recurring discount.