This video discusses the importance of having a good SEO plan for optimizing your website. It highlights the benefits of developing a structured plan and targeting specific keywords. The video also emphasizes the importance of analyzing search results and identifying areas for improvement. It provides tips on how to fix gaps in SEO performance and prioritize tasks. Additionally, it advises regularly reviewing and updating the SEO plan based on changes in the business and search engine algorithms.
Once you have a good grasp
of Search Engine Optimization, SEO,
you're ready to optimize your website.
We're going to take you through the process step-by-step.
You'll learn to develop, prioritize,
and adjust your plan to suit your goals.
But first, let's see how important
having a good SEO plan
has been for Mike's hot air balloon business.
What I've learned over the year in which I've been trading
is to really pin-down and to come up with a more structured plan.
It means I'm able to target and focus
and put my efforts in a much more concentrated and effective way
that delivers better results.
Things like, I didn't know before
that Google filters words,
so misspelling of words or variances on words or themes--
I can cut down on a lot of that chatter, if you like,
or that wasted effort.
I'm also using things like Maps
to target localized business
which I want to try and attract.
I've really been able to see the benefits.
For example, my listing has improved on the organic Google sites.
And, of course, because I'm meeting the passengers,
I'm meeting my customers,
I'm able to get that direct feedback from them.
Let's say you want to reach new customers
for your fresh-from-the-farm fruit and veg online delivery service.
Your first step should be keyword research.
That means finding out what your potential customers are searching for.
Are they looking for organic produce?
Weekly fresh vegetable deliveries?
By the way, if you want to learn more about keyword research,
check out our lesson
about choosing keywords to focus on.
Next, consider related topics.
Are vegetarian diets popular?
Do requests for gazpacho recipes come up?
This will help you make your keywords more specific,
and a better match to what your customers are looking for.
You should do this at least once a year
as part of your SEO plan.
Once you've identified good keywords,
take a look at how you're doing in search results for those words.
How many of these words and phrases
bring up your website on a search engine?
Are there specific topics
that don't bring much traffic to your site?
This info will help you figure out
what's working for you, and what's not.
If a popular phrase like "fresh farm vegetables"
isn't pointing customers to your site,
you can address those missing pieces in your SEO plan.
Once you've discovered the gaps in your SEO performance,
your next step is to think about how to fix them.
Maybe none of the content on your site
mentions that you can arrange regular seasonal deliveries.
Is no one linking to your site?
Perhaps, you can invite food bloggers
to check out your farm
in a hope that they'll mention you
in a future blog post.
Make a list
of anything you think might improve your SEO performance.
Okay, so now you have quite a To-Do list.
But don't worry-- it's just time to prioritize.
It's natural to want to tackle the items
that will give you the biggest bang first,
but be realistic.
Adding an entire section
about sustainable farming methods to your site,
might require hiring a programmer to help,
which might cost a fair bit.
In the short term,
you could post a quick article
about the topic on your blog.
The next step?
Give yourself a deadline for each task
so you're working through your SEO plan
steadily throughout the year.
Okay, once you've set this plan in motion,
don't just forget about it.
Your SEO plan will change over time.
But how do you know when it needs updating?
Well, one easy way
is to check-in when you're making other changes to your business,
like introducing a new product,
or redesigning your website.
Also, remember that search engines
release new features and improve their algorithms.
For example, many have made adjustments
because so many people now search on mobiles.
Finally, adjust your plan when something isn't working.
Is there a web page that's not getting much organic traffic?
It may need a refresher.
Are you attracting visitors to your site
but not making sales?
Perhaps, you need stronger calls to action.
Review your results regularly,
and shift focus to the areas that need help.
And that's how you build an SEO plan.
Start with keyword research
to understand what your customers are looking for,
then use that info
to assess your successes and failures.
Brainstorm solutions to improve your weak spots
and prioritize them,
and never be afraid to redo your SEO plan
based on changes in your world
and the world of search engines.
Be sure to check out our lesson explaining the SEO process
that has more helpful information
to get your plan in motion.
Neil Patel discusses the competitive nature of SEO with over a billion blogs, emphasizing the importance of targeting long tail keywords for traffic generation. He provides examples of how he does this on his blog and highlights the need to optimize for specific, detailed terms.
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