Není to jen o tom pustit někoho na skomírající web, aby se podíval, jestli jsou nadpisy opravdu v H1. Je jasné, že ne každá firma si nechá celé toto spektrum ošetřit a je ochotná za to adekvátně zaplatit.
Tento rozsah je ale dobré pochopit zvláště v dnešní době, kdy začíná být jasné, že klasická PPC placená reklama není úplně to pravé ořechové (Rand Fishkin - Inbound Marketing for Startups: How to Earn Customers Without Paying) a zároveň už nefungují klasické finty z dřívějška, kdy stačilo rozprášit odkazy do co nejvíce katalogů a zvyšující se počet návštěvníků po nějakou dobu držel majitele firem spokojené. Tedy do té doby, než se podívali na výsledky prodeje. Ale to už je zas jiná pohádka.
When developing content for a website, an SEO serves as a knowledgeable consultant who will:
- Define business objectives
They will thoroughly understand a company’s overall business objectives, not just their objectives with SEO or social media, content marketing or traditional marketing. They know the company’s overarching goals for what they’d like the business to achieve.
- Define target audience(s)
They will conduct the necessary research to understand and define a company’s target audience(s).
- Determine pain points, the conversion funnel and messaging
They will understand the target audience or personae’s pain points in order to effectively develop content that helps customers get what they need at the appropriate stage in the sales funnel. Then, they will develop the messaging to fit.
- Develop strategy
They will consider business objectives, the target audience, pain points and the conversion funnel. SEOs assist companies in formulating a content strategy that will generate the content that really meets the needs of their customers.
- Determine target keywords
It would certainly be a shame to generate content that is never found. SEOs determine the keywords that customers are actually using to find relevant information related to their queries.
- Develop a navigation structure
Once a company knows what type of content their customers need, an SEO can assist in planning a navigation structure that helps a user find what they need quickly and easily. Ultimately, the structure will also allow the search engines to easily crawl all content on the site so that it can also be found and returned in a relevant search.
- Develop valuable content
A great deal of work is done before an SEO can help a client develop valuable content. Once they’re there, it’s a matter of generating authentic, engaging content that benefits the customer. This requires a partnership between the SEO and the client to effectively convey the right message at the right time.
- Integrate appropriate keywords into content
SEOs assist customers in finding the content they need by integrating the appropriate keywords into the content. This allows the search engines to properly crawl and index that content to be returned in a search.
- Facilitate outreach
They assist companies in connecting with people who would find value in the content that has been generated. This can be done in person, online through social media or through email marketing. Certainly, when content is effectively optimized, it will organically contribute to outreach.
- Measure and analyze
Based on data that is collected, SEOs measure and analyze the content that has been generated to determine whether it’s satisfying the needs of the customer.
- Provide strategic direction
Based on everything that has been learned from generating content, where does the company go next? The data collected will inform the SEO so that they can help the company make educated decisions about their content moving forward.