2021 guide to creating a successful SEO strategy with Ben Givon
SEO helps identify user’s intent when searching on Google or other search engines. The SEO strategy comprises the process of structuring website content by themes. By means of optimizing website content around topics and keywords within that topic, you can boost your expertise from the perspective of a search engine and rank successfully for long-tail keywords in relation to the topic, as Ben Givon points out.
There are three types of SEO that SEO professionals work with:
- Technical SEO: This SEO is directed at a website architecture, reviewing the backend and defines the website’s technical set up. The code is as important as the content that makes this speciality vital to the website search engine ranking.
- On-page SEO: This SEO is directed at the content that is on the website. It is used to improve the website’s ranking using keywords.
- Off-page SEO: This SEO is directed at the links that connect the webpage to other websites. The backlinks that help you establish trust from the perspective of the search engine and subsequently rank higher.
Keep in mind that the strategy will be different for every website depending on the industry and company’s focus. It implies that the search optimization process will be different and it is SEO professionals’ job to examine their industry, determine what speaks to their audience and design an SEO strategy that implements the right content.
According to Ben Givon, keywords are crucial to SEO, although they are no longer at the heart of SEO when it comes to organic growth play. Your initial step should be to set up a list of topics within a particular time frame. In the beginning, write a list of terms that reflects the essence of your product or service. Use Google’s Keyword tool to determine their search extent and come up with a set of topics that will represent your business. You need to connect these topics with popular short-tail keywords, narrow down your list to 10–15 words that people use to search. Sort out your list by prioritizing what corresponds to the relevance for your business and its monthly search volume. Short-tail keywords are called “pillars”, for each “pillar” you need to assign about 7 long-tail keywords that represent the original topic keyword.
Let’s say you have a blog where you write about SEO, although it will be problematic to rank well with this acronym as it is very popular. It is necessary to use subtopics that explain a more specific concept within a larger theme. Connect these subtopics in your Google’s Keyword tool to define long-tail keywords that will be the basis for your future blog posts. When you group subtopics together they represent a cluster of keywords. Ben Givon emphasizes that if you have 5 pillar topics, each of them should support a cluster of 5 to 10 subtopics. This strategy is called a “topic cluster” and SE algorithms stand upon them to generate search results. The more precise your content, the more defined the needs of your audience, and subsequently you have higher chances to convert your traffic. This is the way Google finds significance in the pages it crawls;, the webpage that is more thorough with its explanation shows up first in search results.
Implement pillar topics you have defined to design content on your webpage that describes the topic thoroughly using long-tail keywords. Use the list of keywords to define how many pillar pages you should add. Generally, the number of pillar pages corresponds to the number of products and offerings your business provides. To each webpage it is recommended to add images and links to other pages to improve user experience.
Make sure that your SEO strategy includes blogging, as it is a great way to rank keywords and attract the attention of your website visitors. In case your website does not have a blog, it is recommended to set up one. This is the place where you can implement keywords and actually start appearing in search results. Make a post every week and bear in mind that blog’s main purpose is to be useful for your audience. Make sure your blog articles are interesting for your audience and include relevant keywords.
There is one more important thing — compress media before uploading it to the website. With time your website will grow and there will be more media such as pictures, videos and other. These graphic elements are meant to attract your audience’s attention, but it is also important to remember that these are computer files that have sizes. The larger the size of these visual assets the more difficult it is for web browsers to render them. Webpage speed is an important factor in search engine ranking. Implement image compression using websites like TinyPng and make sure your videos are not too heavy.
To keep up with your SEO strategy, it is important to refine it monthly. With the strategy outlined by Ben Givon you should succeed in your SEO game. Stay tuned and read more about SEO on the Ben Givon blog.