SEO isn’t like a math problem, where you can come to a single answer following a formula, and that answer will remain consistent through time. It’s an ever-changing process, one where success can be the result of following trends, theories, and experimentation. One example of this is when to begin SEO work. While many marketers begin (or at least focus the majority of their efforts) at the end of a project, some are now testing out the merits of starting it at the very beginning.
Keyword Research Starts at the Beginning
If you “can decipher who your real audience is online, where visitors are in the buyer’s journey, what information they’re looking for, and what content format they prefer,” then there’s no reason to not give it a shot. After all, just because discovering all that is often part of the project, it doesn’t meant that it can only be done afterward. Some marketers are now arguing that the best method is to gear up for SEO efforts at the beginning in order to fully “utilize its insights.”
So, how does this work? For one thing, the idea here is that rather than writing your content and then sneaking in the keywords that you’re trying to rank for, you should build the content around those keywords. This way, you make them the centerpiece, and not an afterthought. This is why you have to set aside time for keyword research as you undertake this SEO work. Figure out not what you think people will be searching for, but determine what is actually trending. This is the best way to draw the attention of your target audience.
“Keyword research tells marketers how to create content: what type of information is needed, who needs the information, and where searchers are in the buying journey.” This means that, once you’ve done your ‘due diligence,’ you want to craft your project’s direction based on what you found out. This seems so sensible that you might wonder why this isn’t more commonly done.
Adjusting Your Current SEO Work
How much do you know about how Google functions in terms of ranking websites? This algorithm, which changes all the time, can be a headache for some marketers. However, it can also work to your advantage, if you know how to make it work for you. “What factors are priorities for your industry?” If you can answer that question, then you’ll be able to focus on keywords that matter, rather than wasting time on the ones that won’t make a difference. This is all part of the kind of SEO work that will lead you to success.
Have you spent any time looking at your competitors’ websites? More specifically, have you taken note of the kinds of features that they have in common? That might not be a coincidence! If certain aspects keep cropping up across various sites within your niche, then that’s a sign that those things work well within your industry’s SEO. You don’t have to copy any of their sites, but you should at least take cues from them. Are there a lot of videos used? Is their content over 3000 words? Would you consider the pages to be ‘mostly visual?’ These are just a few examples, but it could be any number of things, so long as they are used on most of your competitions’ sites.
Finally, if you’ve already produced your content and don’t want to start fresh, you can still get the benefits that come with beginning SEO work early in the process. Improve that content by comparing it with what you’ve found in your keyword research. Does it fit the trends that your audience is showing? Does it compare with what your competition is doing? If it’s a little outdated, or simply unsuccessful, then tweak it a bit so that it works for you, and not against you.
If you need any help getting your SEO work started before, during, or after your site project, then get in touch with Eyler Creative. We will work with you to develop and execute a marketing strategy tailored specifically to your business’s needs.
We are a digital creative agency in Baltimore, Maryland with an excellent team of marketing managers, creative designers, developers and programmers all working together with one common mission – to deliver the absolute best client experience and solutions to reach your goals. We’d love to work with you on your next project.