WSI AdaptiveSEO™ Methodology is rooted in this belief that foundational SEO comes first. The above graphic is a visualization of how the planning and execution of a WSI AdaptiveSEO™ strategy will help you navigate Google’s algorithm updates and maximize the return on your ASEO investment.
Keyword and Competitive Research
The first task of any great AdaptiveSEO™ strategy is to conduct competitive research and devise a list of topics and keywords you believe your target audience will search for. Keywords are such a vital component of an ASEO strategy because they are the determining factor in how Google connects searchers to websites. You want to create pages and content that Google sees as highly relevant to the keywords people are searching with.
Keyword and competitive research should make up roughly 25% of your SEO tasks and be a continuous process aimed at finding the keywords that drive the most traffic and convert the most visitors into customers. This level includes tasks like:
o Spying on your competitors. If you type in a good keyword and your competitor comes up, check out their content and decide whether you can create something that would bring more value to visitors. Also audit competitors’ sites for other keyword and topic ideas you may not have realized people were searching for.
o Thinking outside the box. Getting into the minds of searchers is a great way to find keywords but it’s easier said than done. There are other great ways to find new keywords, like using Google’s Keyword Planner to generate ideas based on landing pages and Wikipedia entries.
o Using concepts and topics. Given the way Google’s algorithm is changing and the rate at which (not provided) data is shrinking, it’s a good idea to start centering your content on concepts and topics rather than just keywords. Your content should be about concepts and ideas that answer the questions users are asking, not just matching the words they are typing.
Technical SEO Fundamentals and Foundation
After you’ve got a researched list of keywords in mind, it’s on to the next step. Getting found on Google, which is the main goal of SEO, begins and ends with a strong foundation. A stable, update-proof base layer will make it that much easier to enhance the tactics and strategies employed in the higher levels of the ASEO Methodology. Technical SEO Fundamentals and Foundation should account for 15% of your SEO efforts and consist of tasks like:
- On-page basics. It might seem trivial, but many websites fail to properly implement Meta titles and descriptions, h1 tags and natural keyword usage. These somewhat tedious tasks are one of the most important (and easiest) components of great basic on-page SEO.
- Content structure. The way you structure and organize your website’s content is important not only for SEO purposes, but also to ensure optimal conversion rates. Users should be able to easily find and navigate to and from the content they’re looking for as well as effortlessly complete the goals you’ve laid out for them.
- User experience and responsive design. For a while now, Google has said it prefers sites that serve the same URL across all devices, which means you should implement responsive design if at all possible. The main reason for this is it improves user experience by providing consistency regardless of device, both things that are now considered basic best practices.