How to develop a long-term SEO strategy for your users
Even managers are beginning to understand that, by its nature, search engine optimization is as stable as a radioactive isotope in a particle accelerator…
It is bound to become an explosive mixture if it is not built around the consumers/end users of a website.
According to Chris Marentis (Search Engine Land), however, this is not a daunting fact because – following a user-centered strategy – a great range of opportunities opens up for all those who will be able to adapt to change.
Why focus on the user?
There are two underlying goals, according to Marentis, associated with a user-focused SEO strategy:
- Acquire high-quality traffic by building valuable and well-defined user experiences.
- Create an environment that allows a user to reach content relevant to his goals quickly.
Other (non-exhaustive) benefits that can be reaped through this type of strategy are:
- Protection against penalties, traffic losses, or positions in SERPs (for example, following a redesign or migration of your site)
- Increase in return on investment (ROI), conversions, quality and quantity of traffic, and user satisfaction.
- Earn citations, links, interactions, and social shares from high-quality sites and influential personalities in your industry (influencers).
Once you understand the key concepts of SEO built around your users, it’s time to lay the foundations and put everything into practice by identifying a profile, keywords, and metrics for analysis.
Develop a user ( person ) profile
The definition of a user profile is a central phase of a user-oriented marketing process: for this, it is necessary to think critically about your users and their needs. Each person may have different goals and different conversion paths to define appropriate keywords within your content.
The development of the “persona” in the planning phase helps you develop an experience that allows your users to stop on your content (and avoid bounces too high).
Define the keywords
For most popular search engines, keyword analysis should not be strongly directed (this is not the true meaning of a keyword or keyword phrase) towards the Marantis words or set of phrases they are most attracted to. The “people” described in the previous point should be designed to drive traffic, build brands, and convert.
Only at a later stage will you move on to integrate this list of keywords into your content, giving each page a central theme and the possible answers that those keywords can provide as questions asked by a user.
Identify the metrics
According to Marentis, identifying the metrics means deciding what to measure, with what method and frequency of detection.
This must be done for two reasons:
- Ensure your clients’ continuous process to use current data to refine their SEO activities continuously.
- Prove your worth and identify your successes based on reliable data.