Today we will talk about a search promotion strategy, tell you how to make it and what strategies are, and also learn how to make your own unique plan, set a goal. At the end, we will give task prioritization templates that we use in Pixel Tools and recommend to you. As a result, you will clearly understand which tasks can achieve better results, and which ones can be abandoned.
In SEO, “You have to run as fast as you can just to stay in place, and to get somewhere, you have to run at least twice as fast!”.
But is it? In our experience, most of the tasks on a number of projects are done just for show. That is, you do something without understanding what kind of return it can give, what specific result we can get as a result of these works. If everything happens like this for you, and indeed some part of the tasks is done because “someone needs it”, you just need to get acquainted with the materials of this article and reach the very end.
The topic that we are touching on today applies to almost all steps of the Maslow pyramid in SEO.
Let’s denote the points that we will talk about today. Let’s take a closer look at how all this is combined into a single strategy, talk about what an SEO strategy is (in many projects that we dealt with, it simply does not exist). We hope that after reading this article, your project will have a strategy that you can explain as some kind of Elevator pitch. We will give 7 examples of popular SEO strategies, then we will move from strategy to tactics (work plan), to the formation of hypotheses and tasks. Well, as a bonus, you will receive a template that we use to prioritize project tasks.
What is an SEO strategy?
An SEO strategy is a general, non-detailed plan covering a long period of time, a way to achieve a goal. In order to have some kind of strategy, we must understand that we have a promotion goal. As a rule, we are talking about some numerical goal, which can be characterized as:
- limited time;
If the strategy describes the general approach to promoting the project, then the tactics is close to the work plan, it determines what exactly needs to be done. Today we will try to explain how to move from a strategy to a work plan, and we will analyze how these two concepts are related to each other.
Why is a strategy needed?
If we form a list of those tasks that, in principle, can be done under the project, it will most likely consist of at least 1000 items. Here you can include all kinds of checklists, recommendations from the webmaster panel, from the search engine Yandex, Google, and much more. Obviously, there will be tasks that will never be done, our task is to find such tasks and be calm about their existence. For example, there is a task “search for a valid html code” – you need to understand what priority this task has.
In addition, the strategy is needed for the following purposes:
- increasing awareness and motivation of the work of the entire team;
- quick immersion in the project of new colleagues;
- in fact, this is a ready-made Elevator pitch.
Roughly speaking, in 30 seconds you will be able to succinctly tell the investor what you are doing, what goals you set for yourself, you will be able to dedicate others to this, and you will always keep important points in your head.
7 Examples of Popular SEO Strategies in Runet
Strategy #1. The main focus is on LF and MLF (low-frequency and micro-low-frequency search queries)
In this case, the main KPI of the project is the volume of highly targeted search traffic. Our task is to cover the semantics widely – this is, as a rule, from 2-3 to 40-50 thousand search queries. We have to constantly work with this semantic core, in a bulk and template way to work through pages and evaluate the dynamics of URL groups. Currently, many people adhere to this strategy, often not realizing that they are betting on low and low frequencies. As a general rule, the objectives and hypotheses they form within this strategy should be most effective if they are host-wide and scale.
In other words, it’s rather useless to think about how we can improve positions for one MLF query if it cannot be scaled, applied to neighboring hundreds, thousands of other search queries. Therefore, you should always “beat your hands with a stick” every time you think of some hypothesis to improve the position of any one query. You have to ask yourself a reasonable question: “And what to do with it next?”.
Strategy #2. “We cut for the HF”
The second strategy, which we will consider, is the antonym of the previous one. Here, the main KPI is visibility for a narrow group of requests. Very often, these are some low-frequency search queries that drive traffic, have a high conversion rate, or increase status. For example, there are such projects where the customer sets the task of getting into the TOP for the query “renovation of apartments” in order to have a cool status, etc.
This story about a narrow group of high-frequency queries is accompanied by hypotheses that are aimed at improving commercial ranking factors, behavioral factors. In fact, it consists of regularly improving the list of favorite URLs. That is, the list of promoted URLs is very narrow, and we must conduct a close analysis of competitors, leaders in this particular case. In addition, you need to pay attention to what work competitors are doing, what work we will do in order to repeat their strategy. Essentially, we have to create the best response to the user’s query by working through all the ranking factors.
Strategy number 3. Content Marketing
Here, the key KPI (unlike the first strategy) is the total volume of targeted traffic. We don’t focus on high-targeted search traffic when we talk about low-volume and micro-low-volume conversion searches. Our task is simply to draw attention to the project. A little later, we will talk about what types of projects this or that strategy is suitable for.
It is clear here that the strategy will work well in the conditions of an insufficient level of formed demand in the subject, that is, our subject does not reflect the expectations that the business has. We are talking about the fact that it is not enough for us to simply cover the hot demand, the business goals are to sell dozens of times more than we can get by attracting hot search traffic. Of course, in this case, you need to work on content marketing and attract traffic that is associated with near-target search queries.
Among the features of the strategy, it is necessary to identify the constant expansion of the semantics of the project, the involvement of third-party authors and experts so that the content is of high quality. The hypotheses in this case are aimed at expanding and building a community, expanding the list of topics that we do, and seeding our advertising or content materials in different sources. In fact, the promotion strategy “Pixel Tools” just belongs to this type. Our task is to form a content marketing strategy, attracting a large amount of traffic that can potentially convert with some degree of probability.
Strategy number 4. Monobrand
The key KPI here is visibility for a narrow group of requests, but in this case they are branded, that is, they are associated with a particular manufacturer. Maximum coverage of all brand queries, various spellings, as part of HF, MF, LF – you must accurately fall into the user’s need. Quite often, mono-brand stores do not engage in search promotion, thinking that they will be found anyway. In fact, we know that mono-brand stores usually have no more than 50% visibility in the semantics they promote, although in reality they should have visibility close to 100%.
It is clear that this is often solved by exactly matching the user’s need – in particular, by creating additional pages that will quite clearly fall into what the user was looking for. For example, a query such as “bags that are allowed in hand luggage samsonite” should lead to a page that exactly matches the query. Here we need to work out the Customer Journey Map, when we speak and understand how users interact from the moment a need is formed to a specific transaction. Many mono-brand stores work through dealers, and we need to think through the user’s path from visiting the official website to finding a specific store where he will make a purchase. In this strategy, such hypotheses are formed – search suggestions, work with reviews, conversion,
Strategy number 5. Local business
The key KPI of this strategy is visibility for a narrow group of queries, but here it will not be high-frequency or branded. It, as a rule, includes toponyms – a metro station, districts, sights, the name of a shopping center, etc. The strategy is suitable for restaurants, cafes, workshops, tire services, beauty salons and other businesses whose customers are people who live or work nearby.
Here, as in the previous case, it is important to exactly match the needs of the user. Hypotheses that, in our opinion, give a good result are the development of new locations (opening new points for business), work with conversion and audience loyalty. The last hypothesis largely consists in the additional development of online services that allow the user to interact with the business not only in the form of a phone call, but also to make online reservations, make payments or prepayments online, etc.
Strategy number 6. Multiregionality
Here our task is to get the visibility of traffic from each region, which can be called a target within the strategy. There are usually several such regions. Most recently, we analyzed the webinar “ Multi-regional promotion. 7 steps to enter the regions ”, we strongly recommend that you watch it if you haven’t watched it. It often happens that this is work within the framework of some kind of strategy in each region. In the Moscow region, this may be an emphasis on promotion in the low and low frequencies, and in some other regions – content marketing, because the generated demand here is quite small.
Evaluation of the dynamics for each region and groups of URLs is quite convenient to carry out within the framework of the project module . You can track and see how things are with each region, conduct a comparative analysis. As for hypotheses, this is a focus on working out one specific region, that is, increasing unique information, adding information specific to this region, further increasing the number of regions, template and scalable things aimed at working out groups of URLs, etc.
Strategy number 7. Market leader
In many ways, it combines the KPI that we considered earlier, namely, the combination of reach, targeted traffic, work with conversion, etc. In fact, it is a mix of previously considered strategies. Our task is to become the number one site in the subject in terms of the volume of attracted search traffic.
You should focus on low-frequency, low-frequency and high-frequency search queries, including expanding towards near-target traffic, as well as working out all possible stories aimed at further capturing the market and biting off share from competitors. Hypotheses – everything that increases market share, experiments after basic optimization work.
Comparison of 7 strategies
It is clear that in reality any project can combine these strategies in any proportion. For example, the focus is on low and low frequencies, but at the same time with some emphasis on high frequencies. But in any case, you must understand what exactly your strategy is, and determine which hypotheses are combined with it, which of them can lead to the goal.
Here you can see a comparative description of the strategies and types of business in which they are used – the recommended amount of semantics and accents that are worth paying attention to.
The formed strategy requires active action
By itself, the formed strategy does not automatically achieve results. If you have done analytical work, spoken and discussed all the steps, but have not taken concrete actions, the site will not move forward on its own. Even though this is an obvious thing, on many projects we are faced with the fact that people expect growth after deep analytical work. You need to understand that analytics is the basis for making managerial decisions. You, as a specialist, just have to accept them, deciding in which direction the project will move.
Transition from strategy to tactics
Our task is to compile a list of works that are prioritized relative to each other in order to understand which of them is more or less important. Our experience shows that 50% of the result depends on the prioritization of tasks. Out of 1000 tasks, we can randomly select 10 that we can complete this month, complete them, and get a zero result simply because they were random. We recommend watching our webinars on this topic:
They talk about doing the ten steps of a systems approach, which fits in nicely with the hypothesis work we just talked about.
The semantics needs to be structured, the site needs to be sliced into some URL segments so that we can do analytics, a competitive analysis needs to be done, a traffic acquisition plan needs to be made, and other steps of a systematic approach need to be taken.
List of works and priorities
So, the goal is fixed – to have a list of work with priorities, expected returns and complexity. How to do it? First you need to make a list of tasks, and here the problem often arises – there are either too many tasks, or too few. In the first case, it is necessary to carry out a clear prioritization, in the second, people simply do not know what needs to be done on the project.
Actually you need to do the following:
- It is enough to conduct a technical, commercial, user, search audit with the involvement of testers to generate a certain number of hypotheses. You can always contact our Telegram chat , the participants will tell you the versions and what work it is advisable to carry out. We often use the AskUsers service, which also allows us to consider many hypotheses for increasing conversion, including checking the technical condition of the site.
- Use checklists, including the project module .
- Do competitor analysis – it gives a lot of new ideas.
- Carry out analytical work – you need to correctly determine how and when to carry it out, because it is also impossible to completely abandon them, just as you can only do them.
- Evaluation of the quality of optimization for requests from the core. Here we recommend using the To Do tab — you will be able to see problems and errors in a timely manner (lack of words in the Title, lack of words in the text, deleted URL, etc.).
Example 1 task for assessment
An example of one random task to include in prioritization is related to the appearance of a new tab in the Webmaster’s “Titles and Descriptions” panel.
In this case, we are talking about 99 pages, which are 0% of the entire site, while all of them contain the same Title tag. That is, we have a certain task of uniqueizing the Title and Description tags based on the new report of the Webmaster panel, and we need to put it in the plan.
What parameters need to be evaluated?
In our opinion, in order to determine the priority of each task and draw up a competent plan, you need to evaluate only 5 parameters:
- Which group of URLs/phrases is affected by the task? It can be the entire site, some priority section with a clear amount of traffic, or a new section that we plan to create.
- Estimate current or expected traffic per group of URLs.
- Percentage of expected growth from completion. This is where expertise is required. We need to understand how much we believe in this hypothesis.
- The value of traffic in the event that we use different strategies, work is carried out from different URLs.
- The complexity of the task is how long it takes to complete.
Once you’ve measured the business value of a completed task in monetary terms, divide that number by the difficulty. As a result, you will get the priority of this task relative to each invested hour.