What are SEO Strategies

2 examples of an SEO strategy

Today we are using examples to show how we developed an SEO strategy. And we are happy to discuss the strategies again on LinkedIn.

B: We describe what a conception phase looks like. So everything that is in such a concept from our point of view: from the audit to the strategy to the implementation plan. Yes. So practically the thoughts that you have before you start the big work (laughs). # 00: 01: 03-0 #

Q: Yes, exactly. So so that the work doesn't get too big, right? We're all lazy people and don't want to work in the wrong places. And of course, our motivation is of course to find out the point - we talked about it last week - where you have the most impact, where you can work best to get the best results, right? Which of course doesn't mean that you don't have to look at other points as well. But our time is limited. And when you make a strategy, it's always about, yes, picking out the areas where you will be most successful afterwards. # 00: 01: 35-0 #

B: Exactly. And because this topic of SEO strategy is really totally abstract again, we just grabbed two projects, one from history, from our past. And then, using the two project examples, we would simply like to explain how we developed a strategy. # 00: 01: 52-0 #

Q: Yeah, that's a little different from the other episodes, isn't it? They were really very # 00: 01: 55-0 #

B: Exactly. 01: 55-0 #

Q: dry and - it's just such a dry topic too, right? But it is important to say beforehand: Okay, Site Clinic is mega-important. It is important to think about this beforehand. And we insist that we do it beforehand. But now as a reward, so to speak, because you have persevered for so long, let's talk about very specific examples from our work to simply show how we have developed individual SEO strategies in order to, yes, also achieve maximum success to get out. # 00: 02: 26-0 #

B: Yes, and if you still know people who nibble on this topic, on such an SEO concept as you can set it up for yourself: Yes, we would definitely be happy if you would recommend our little series to others. Sun. # 00: 02: 40-0 #

Q: Exactly. # 00: 02: 40-0 #

B: Let's start now, right? # 00: 02: 42-0 #

SEO strategy: example online shop

Q: Yes. First example. # 00: 02: 43-0 #

B: Yes. First example. It was about an online shop. We're not getting into the industry and the specific keywords now. But one can say so much: It was a larger online shop, and the customer also had a decent AdWords campaign. And this topic was like this: AdWords and SEO, right? That was the customer request. We are looking for someone to look after us in the AdWords area and in the SEO area. We are now excluding AdWords. Yes. But tell me. # 00: 03: 14-0 #

Q: Yes, so he looks after ads, have we had him for a long time? Or, there was also the focus, that's the exciting thing about it. The focus of the customers was: We do a lot through ads, and that is our channel, and of course a lot of money goes through there, and someone really has to take care of it intensively. So. And of course we want to do SEO too. Of course, that's also great when you get free visitors. Yes, and the first result of our audit, again, no, audit is important, was that actually almost ninety percent of sales and inquiries and so on came via the organic channel, i.e. via SEO - now, yes. In other words, the AdWords channel, or Google Ads, as it is now called, was important, of course, there were also measurable inquiries, but the customer already had a really great SEO ranking. And from the analyzes it just came out that that was actually his channel. # 00: 04: 14-0 #

B: It's such an attribution model, right? Or, if you think about it: Which online marketing channels do the deals come from? # 00: 04: 24-0 #

Q: Yes exactly. You could see that pretty well in the web analysis. So if you looked at the visitor sources, then you saw for the first time that not that much came through the paid channel. That was the first. And the second was that we had about, I think sixty percent, organic traffic. So through the search, across all search engines - at that point it was of course mainly Google. But if you've looked at the attribution model or, in Analytics, it's called the multi-channel funnel, that means: You look at all visitors who have been on the page more than once, yes. Then you look: Where did that person come from on their touch points, so, right?

Web analysis as a basis

For example: You see something on a banner on a webpage for the first time and click on the banner. The second time you search for something, then click on the search result, organic or paid, and the third time you've saved a bookmark and just click the bookmark. This is called a direct call. And you can also have that displayed in Google Analytics. What I did then is that I looked out how often the organic channel was involved in deals, yes. So that he was perhaps preparing, or that he was in the middle of the visiting journey, the customer journey. And then it came out that an additional thirty percent of all conversions, of all contact inquiries in the online shop, were organically involved again, yes. That is, it attributed, that helped to get this degree. That means, in the end, you had to add another thirty percent of the conversion frequency to this organic channel, where we were ultimately able to make the verifiable statement that the organic channel was involved in 90 percent of all deals. # 00: 06: 23-0 #

B: Yes, I find that super exciting, also because you saw very beautifully: Yes, someone comes along via the organic search, for example. And then it comes again and again and again, and then something happens, yes. I also had various conversions that we set up (everything? Differently?), From saving your products to, no, calling them. Well, there are a lot of different conversions too. But you also saw that this is always said a little: Yes, people come via AdWords or via SEO, and then boom, Zack is sold, like this from the sales channel (laughs), yes. But that's just nonsense. The customer journey or generally simple, it just takes a lot longer. People take a look at it, then they are on five other pages. Then they come back again, read a little more carefully, and leave again. In the evening you might sit on your smartphone and look at it again, or on your tablet. So it just takes a little longer, yes. Everyone actually knows that from their own, if you reflect on it the way you shop yourself, that you just don't just gossip, spontaneously, especially when it comes to higher prices: “I'll give you a go off ”, but, yes, getting informed over and over again. # 00: 07: 47-0 #

Q: Yes. (So?) That, no, you have to consider a lot of things. Of course, it also happens that you have these one-hit wonders. That someone knocks it out and closes it right away. You have to get into the technology a bit. So when most of the analysis data that you look at in Analytics, it actually looks as if someone just comes and clicks. But it could also be that it was there before via another device, right? That he just looked on a cell phone beforehand and then finished the deal on his desktop computer afterwards. And you usually don't get this media break via mobile search tracked. Unless he really signed up everywhere, yes. And very few do that. Even less, especially after the new data protection regulation. Yes, that means, you have to add this thirty percent that I was talking about, you probably have to be in the sixty percent that was really obviously only there once, you also really have to add a large percentage to that, which anyway also before have been there before. And where was the last SEO channel, so to speak, before the conclusion. That's one thing. And the other thing is: Well, I've rarely seen an example where this attribution model has been seen so obviously, right? Where you could really get out of the numbers that very, very many people had already been on the site in preparation. And that's why the example is # 00: 09: 09-0 #

B: Second topic # 00: 09: 09-0 #

Q: so exciting too. # 00: 09: 10-0 #

B: The second topic was also what you found in the Site Clinic or in the audit, was that what the rankings were, wasn't it? # 00: 09: 17-0 #

Q: Exactly. Then, of course, in the second step, where I saw that the SEO channel is so strong, I looked directly: Yes, what are the keywords? Well, I already knew a lot from the Ads campaign. But how is the page there? Are they already in first place everywhere when they have so much organic traffic? And then it came out that the site had such opportunity rankings for very, very many terms, that's what they call it. This means that for very strong keywords that have a high search volume, between fourth and twenty, I say stands. That means that you don't have to do that much anymore to get to areas where you can tap into a lot of traffic. Because of course the traffic too, or the click rate in the search result decreases rapidly the further down you are on the first page, right? So if you also # 00: 10: 09-0 #

B: Although I would contradict you now that you don't have to do that much anymore, because getting into the top three, that (laughs) is actually always the right job, isn't it? # 00: 10: 17-0 #

Q: (laughs) Yeah okay. Maybe that was just a little bit out of my youthful # 00: 10: 21-0 #

B: (laughs) From place # 00: 10: 21-0 #

Q: Carelessly said. # 00: 10: 22-0 #

B: Going from twenty to eighteen is probably easier than going from fourth to third, so (laughs). # 00: 10: 28-0 #

Q: I wanted to say that you probably won't be able to create a new page now # 00: 10: 32-0 #

B: He's already been there. # 00: 10: 32-0 #

F: must create and # 00: 10: 33-0 #

B: Exactly. # 00: 10: 33-0 #

Q: and produce the completely new content, but that it's more about these optimization things, about the iterative ones that we often work on. No, that the rankings can of course already be assigned to URLs that may already be linked, that are already linked internally. So that's a bit of a basic basis- # 00: 10: 50-0 #

B: It's # 00: 10: 50-0 #

Q: Work # 00: 10: 50-0 #

B: It's been a lot easy, right? # 00: 10: 52-0 #

Q: is already there then. That's what I mean, right? # 00: 10: 53-0 #

B: Yes. # 00: 10: 53-0 #

Q: That it's # 00: 10: 53-0 #

B: Yeah, exactly. # 00: 10: 54-0 #

Q: It's easy, from fourth to first place, that, you're right, it's not easy. But on the contrary. But you often take that as well as towards the customer, right? To show him: Look, you’re standing that far ahead, yes. And if the click rate is perhaps in this area, it fluctuates depending on the industry, but if, for example, you still have a click rate of five percent in fourth place, that is, out of a hundred people who enter this on Google, maybe four more click People, one more thing (...) what did I say now? Five percent? # 00: 11: 22-0 #

B: Five percent, five people. # 00: 11: 23-0 #

Q: Then five more people click on the result. If you come to number one now, and then you have a click rate of maybe sixty percent, that is, you jump from five to sixty people who then click on the result, even though it doesn't look that big at first, right? But of course that is a huge lever that you have. If you only get from number four to number one in quotation marks, then that is of course a great starting point that you definitely have to include as work in an SEO concept or strategy. And then of course that is content work, no, you have to do it there # 00: 11: 56-0 #

B: Yes, absolutely. # 00: 11: 57-0 #

Q: must perform. # 00: 11: 57-0 #

B: Our Slack channel then flashes (laughs). # 00: 11: 59-0 #

Q: Yes. Look here. Look # 00: 12: 01-0 #

B: (laughs) Look there: click, click, click, click. And then you hit the links and say: Take a look at this and give it a thought. Yes, in that case I looked at the landing pages. And there was just this typical bought-in content, which was like, I put it, in Wikipedia style, yes, so rather soberly descriptive, also often no real headline, so just like that, yes, it was classic SEO texts, interestingly enough even on the landing pages, where the AdWords campaign was running on it. # 00: 12: 36-0 #

Q: It's a miracle it's # 00: 12: 37-0 #

B: And # 00: 12: 37-0 #

Q: it went so well anyway, until then, right? # 00: 12: 38-0 #

B: Yes, exactly. And there I stop. Then you look at it and think straight away: Yes, okay. We can write more emotionally there. We can make crisp headlines. We can write jagged entrances that pull in more, yes. We can address the customer personally. Also that the real strengths of the online shop, so it really had a very good service and had a price guarantee, it didn't come out right at all, like that. Yes, and those are the points where I then immediately think: Yes, it will be fun to revise the content there and then also, precisely because we also had access to or the contract for Adwords , then stop testing the argument, yes. So to see how we can address the users, yes? What works well # 00: 13: 33-0 #

Q: About the ad copy, you mean? # 00: 13: 34-0 #

B: Exactly. Via the ad texts on the landing page, yes. From a single source. Yes, and it was like that. We actually said relatively quickly: Okay, now we need a content plan for our high-performance content, and then we said straight away, okay, like the first six months. Did we then also discuss which pages we should take care of first, where we see the greatest potential. And then it’s the revision, right? To the optimization. # 00: 14: 05-0 #

Q: Yes. And there you can see again very vividly that it's not just about getting new visitors to the site, but also from the existing traffic, no, especially if you do AdWords and then spend a lot of money: to make more , no, and to get more out of it. The potential alone is huge. Yes. # 00: 14: 22-0 #

B: Plus the fact that you also go into the keywords and so in depth. By the way, we discussed this whole topic of landing pages again in a separate episode, I just remembered. Namely “Landing Pages: Sell or Inform?”. Because that's also a big topic in the SEO industry: How do you get such holistic pages, so to speak? Holistic content, we've already closed one episode. And there we just dealt with the topic of landing pages again. # 00: 14: 52-0 #

Q: Exactly. # 00: 14: 53-0 #

B: Yes. What I also found exciting was the advice content. So there was already a rough outline of that. And if you've just looked at it: Yes, well, those weren't really hard sales keywords, but often in connection with tips, advantages, disadvantages, right? Where people have just found out about the topic in general and haven't even pointed to a specific product. So. And there they already had a bit of content, but it was like that. It was just this typical lead desert. And more like that, the style was more like operating instructions, like a washing machine or something. So also not meant badly at all or something. That's just simple. It is then written down like that. And then we had the impression that this advice corner was relatively orphaned. And, yes, of course we always find that super exciting, right? # 00: 15: 47-0 #

Q: Yes. So in several ways. At one point it is of course (...), yes, information that actually, I think, also or we have also talked about it, conceptually implemented that, which often has to be on landing pages, partly because the topic is so complex, that there is simply a great need for information right there, right? How about the guarantee regulation and so on? There are many complex areas that have to be covered directly, which are contained in the guide content, which actually partially have to be on the landing page. That's one thing. The other is: We have already talked about attribution. That is of course also preparatory content, right? Of course, this is also content that can build trust in the run-up to the customer journey if it has been implemented well.If you are well informed from the outset and provide great information and educate the customer, regardless of whether he is buying something or not, there is of course a high risk that he will directly bookmark this content or on the portal or on the shop, only to think about you again afterwards, when he makes the purchase decision, or to access it directly. And we can see that in the figures, that it has already worked for the customer. # 00: 16: 59-0 #

B: Yes. We have another one, actually one of my favorite episodes, namely “Search intention: What do the users want?” We invented an example. The subject - what does invented mean - namely the subject of hedge trimmers. And then we practically declared on the hedge trimmer: "Buy hedge trimmers", right? This is then a real sales keyword. They sell, but somehow “hedge trimmer battery” or “gasoline” or I don't even know anymore, right? This is more of the preparatory content where people are still thinking: What kind of hedge trimmer do I want? Or: do I really have to buy one? So, that's just this preparatory content, while at the back it's really about a very special hedge trimmer from a certain brand or manufacturer, where of course the people then, I say, they have already made the decision , so, right? And this customer journey or these different keywords, we'll explain them again in this episode. “Search intention: What do the users want?” So it's personally my favorite episode (laughs). # 00: 18: 03-0 #

Q: I think so. # 00: 18: 04-0 #

B: (laughs) It could be that # 00: 18: 06-0 #

Q: That's your topic too. # 00: 18: 07-0 #

B: (laughs) it's because we're always out and about in the garden with our hedge trimmers. 18: 12-0 #

Q: Exactly. # 00: 18: 13-0 #

B: Well, okay. Yes. That online shop was kind of like that, right? Recognize the SEO focus from the Site Clinic, look at the keywords, then recognize the opportunity rankings or opportunity positions and then develop a content concept for the landing pages and for the advisor content. # 00: 18: 35-0 #

Q: Exactly. And of course that was only our focus now on the customer. There are of course many other aspects that must be considered in an SEO strategy, right? It's not just a matter of fiddling around with the opportunity keywords. Of course, it's also about, as you've already said, discovering new keywords, attacking a long tail, and doing a complete search again. # 00: 19: 01-0 #

B: Yes. We also talked directly about information architecture on the site, right? Internal linking. But those are things that we often write down on such a list first, and then you get to these topics bit by bit. How do you then just have the resources. # 00: 19: 22-0 #

Q: Yes, and it's also about the fact that you also have to get the customer, if that's something new, or also the superior on his side first, right? And then you first need the points at which you have the most uplift, which of course also have to be put up front, even if there are possibly other aspects to the back that improve the ranking. # 00: 19: 41-0 #

B: Yes. # 00: 19: 42-0 #

Q: Yes. # 00: 19: 42-0 #

B: Yes, great. Let's go to our second example. # 00: 19: 45-0 #

Q: Yes, of course. # 00: 19: 46-0 #

SEO strategy: example link building

B: We have now said: Let's discuss this topic of link building again. And there, so to speak, that's actually a double example, right? Once when it was about someone having purchased links. And the other, how you can build links again in a different way. But tell us how the Site Clinic did the audit at the beginning with the customers # 00: 20: 13-0 #

Q: Yes, also a super exciting example. There was a customer from the area - also online shop - from the jewelry segment. And he, yes, I spoke to him and he said: Yes, we've been doing SEO for ages now, and we've already worked a lot on the site. And right now it's our turn to work on the content, on the source code, how we set our headings. We have, no idea, two or three identical headline formats on the page. We think about how we do it with technology. That’s a bit of the prehistory. And yes, I just went in there with the stipulation that we want to do SEO, in general, right? So. And then of course I also said: Fine, I'll take a look. I also do an analysis and a site clinic beforehand. And it came out relatively quickly that the shop was really fat in the Penguin Update or in the Penguin Filter, right? That means, all the tinkering with the source text and the content was ultimately pointless as long as the shop was in this filter, right? That means # 00: 21: 21-0 #

B: That's the link filter, right? # 00: 21: 23-0 #

Q: The link filter. Going a little deeper, it came out that it was just this classic catalog entry thing, i.e. that the shop had obviously also been partially entered into a large number of catalogs beforehand by another colleague, which was common practice in the past foreign links were then set and that links were also bought, right? You could also see that there were a relatively large number of guest articles and links that were bought directly there on the page and that this was punished by Google. Exactly. And then in the end it came down to doing a link detox. That was then what came out of the audit and what was then used to develop the strategy. Ultimately, the SEO strategy was to do a link detox in order to first put yourself in the position of being able to attack good rankings again afterwards through content work and link building work. And the result was from the detox that with the next penguin update, it was penguin two or three, I think, that the page then entered the ranking again and you really saw: Okay, now it works normally again. Now it ranks normally again for its main search terms, but it's nowhere near the same level as before, right? But that was, so to speak, the first step that you had to take to come up with a strategy for getting rid of the bad links. # 00: 22: 47-0 #

B: Well, so to speak, the shop is once when the whole thing with the purchased links still worked super well and these masses of links, it ranked very well, so to speak. Then he totally crashed. Then you did the detox, so all these links individually, initially broken down manually, right? And then he got back in the middle, so, right? # 00: 23: 10-0 #

Q: Exactly. The dismantling is ultimately the implementation. We also close another episode. But exactly. To stay with the example: That was actually, it was really about writing down all the links in a list and looking through them one by one and thinking: How do I get rid of them? # 00: 23: 23-0 #

B: Yes. # 00: 23: 24-0 #

Q: Yes. # 00: 23: 25-0 #

B: I find this topic # 00: 23: 25-0 #

Q: At least the bad ones. # 00: 23: 26-0 #

B: Yes. I think this topic is buying links or renting links, there is also the fact that it is still so up-to-date, right? We did that too, when we once did a double interview with Sascha Ebach over two episodes. In retrospect, we both still found that astonishing that it is still so clearly there. # 00: 23: 46-0 #

Q: Yes, Sascha said at the time how he builds links, what strategies there are to get good links. But on the other hand, he also said that it is common practice that links are still being bought very intensively and that we argued a bit about it, right? We also disagreed. Because we say we don't need this to link building. And yes, he said: yes, well, that's just the way it is. That, no, that is simply accepted that it is still done in order to quickly build up good rankings. But in this special case, I really have to say it, that's just threatening your existence, right? There are employees who also work for a shop. It's not just one, but often several people. And if you lose the rankings so massively, then sales collapse and then jobs may even be endangered by such crap, I'll say now that you make it so easy for yourself and just buy links. # 00: 24: 42-0 #