What makes the perfect SEO sandwich? | Varn


21 May 2018

What makes the perfect SEO sandwich?

There are 6 key ingredients for your organic and paid search marketing strategy in 2018:

Focused data and reporting

This is your bread that holds your sandwich, or strategy, together. Before you start to add all of the extras you first need to establish a good base.

In relation to SEO, this means you must first look at what has worked well in the past and also where improvement can be made to establish what to focus on next. At the end of your strategy, you must then re-evaluate this so that changes and improvements can continue to be made – the other slice of bread.

Search Intent Modelling

This is the butter in your sandwich. Whilst it isn’t the most exciting, it helps lay a foundation for the other pieces that are still to come.

You have to look at your customers or target audience and establish what they need or want and what their intentions would be when trying to find your products. After getting an idea of their intent, you can then start to tailor your strategy around this.

Search intent modelling helps you establish which keywords to target, as well as highlighting the potential low competition keywords or phrases that you have a good chance of ranking for.

Identifying your content gaps

Whilst this may not seem like it is the most important part of an SEO strategy, it is the main bulk of it. Think of this as your meat (or falafel if you’re veggie).

Identifying your content gaps will be a huge part of establishing good SEO. You first need to work out where improvements could be made and then how you will make these improvements.

Creative content outreach

Your creative content outreach can be seen as your condiment. It just lifts the whole thing up a level and makes it a bit more interesting.

Creative content is the part of your strategy where you can have fun with your content and drive backlinks and traffic to your site. This also allows you to build up relationships with other bloggers, businesses or press which will help with any future projects and content promotion in the future.

Personalised paid search strategies

Personalised paid search strategies are equivalent to your tomato, lettuce or cucumber in a sandwich. Whilst nobody really wants to eat them on their own, they work well as part of an overall strategy.

This is an important addition to your strategy and can prove invaluable for not only driving a positive ROI but to also unearth interesting user behaviours and keywords you may not have otherwise considered.

Paid search can be used to target services, products or keyword and content gaps that you’re not currently visible for. The data you gather from this will prove invaluable.

Technical SEO

Technical SEO can be viewed as the crust on your sandwich, not everyone likes it, but it’s extremely good for you.

Whilst you need to ensure you have good content and a good understanding of areas you need to build on, the bones of a website can be just as important when trying to rank in search engines.

A well-built website with good performance, good usability and good crawlability will further your chances of being picked up by Google.

So now you know how to build the perfect SEO sandwich that will help feed your future marketing strategies. If you need help creating an SEO strategy for your business, get in touch with us today.

Article by: Tom, Managing Director of Varn Digital Marketing More articles by Tom

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