Maintenance is a crucial ingredient to any successful SEO plan. Allowing Google to efficiently crawl a website and providing a clean experience for users are some of the most important items for any digital marketer. However, one common pitfall of SEO is getting too caught up in the smaller items that don’t push the needle. The landscape is ever changing and in terms of SEO, the best way to produce results is to approach it with a growth mindset.There are many different strategies to grow a website, yet some of the best options tend to be industry specific. We have identified key tactics that allow anyone to implement when looking to grow a website.Know The ObjectiveBefore getting started, it is important to identify key objectives for a growth strategy. Without a predetermined goal, the plan will quickly fracture into smaller strategies that fall further from the initial focus.A few important metrics to consider when looking to grow:UsersKeyword RankingsEcommerce Conversions and RevenueLeads and Form CompletionsFind Organic OpportunitiesIt is simple to measure performance on a specific set of metrics, but the opportunity to grow lies within the search queries and landing pages that don’t receive as much attention on a daily basis. There are a couple ways to identify these gaps.Search Console Landing Page Report - There is a report showing performance of all organic keywords and landing pages for a website. Opportunity can be found when sorting the pages by impressions and analyzing pages that get high impressions, but few clicks. This gap highlights room for improvement in metadata and organic CTR. Improving upon this can increase organic visits to a website.SEMRush Domain Overview - SEMRush allows users to see all organic keywords that rank for a specific website. Sorting the keywords by search volume and excluding queries that drive traffic to the site is a great way to see what users are searching that the website doesn’t capture. This is a perfect opportunity for new content creation and attracting more organic engagement.Use paid data to help your strategyIt may be counterintuitive to use paid metrics when considering organic growth, but combining the two practices can open up a world of opportunity. Google no longer provides conversion metrics on a keyword level for Organic search. Supplementing with paid data can highlight keywords that need to be a focus in the SEO space. Paid media teams have a strong grasp on queries that convert and can relay this information to the SEO team. Aligning organic targeting with paid advertising is a unique way to grow organic revenue.Overall, the main focus of a growth strategy is to not spend too much time on what already works. Continue to push the boundaries and find opportunities outside of the current ecosystem. Looking to build upon a solid foundation is the only way to stay ahead of the curve in digital marketing.
Maintenance is a crucial ingredient to any successful SEO plan. Allowing Google to efficiently crawl a website and providing a clean experience for users are some of the most important items for any digital marketer. However, one common pitfall of SEO is getting too caught up in the smaller items that don’t push the needle. The landscape is ever changing and in terms of SEO, the best way to produce results is to approach it with a growth mindset.There are many different strategies to grow a website, yet some of the best options tend to be industry specific. We have identified key tactics that allow anyone to implement when looking to grow a website.Know The ObjectiveBefore getting started, it is important to identify key objectives for a growth strategy. Without a predetermined goal, the plan will quickly fracture into smaller strategies that fall further from the initial focus.A few important metrics to consider when looking to grow:UsersKeyword RankingsEcommerce Conversions and RevenueLeads and Form CompletionsFind Organic OpportunitiesIt is simple to measure performance on a specific set of metrics, but the opportunity to grow lies within the search queries and landing pages that don’t receive as much attention on a daily basis. There are a couple ways to identify these gaps.Search Console Landing Page Report - There is a report showing performance of all organic keywords and landing pages for a website. Opportunity can be found when sorting the pages by impressions and analyzing pages that get high impressions, but few clicks. This gap highlights room for improvement in metadata and organic CTR. Improving upon this can increase organic visits to a website.SEMRush Domain Overview - SEMRush allows users to see all organic keywords that rank for a specific website. Sorting the keywords by search volume and excluding queries that drive traffic to the site is a great way to see what users are searching that the website doesn’t capture. This is a perfect opportunity for new content creation and attracting more organic engagement.Use paid data to help your strategyIt may be counterintuitive to use paid metrics when considering organic growth, but combining the two practices can open up a world of opportunity. Google no longer provides conversion metrics on a keyword level for Organic search. Supplementing with paid data can highlight keywords that need to be a focus in the SEO space. Paid media teams have a strong grasp on queries that convert and can relay this information to the SEO team. Aligning organic targeting with paid advertising is a unique way to grow organic revenue.Overall, the main focus of a growth strategy is to not spend too much time on what already works. Continue to push the boundaries and find opportunities outside of the current ecosystem. Looking to build upon a solid foundation is the only way to stay ahead of the curve in digital marketing.
