SEO guide for beginners
Search engine optimization (SEO) helps us appear on the first page of Google when we search for keywords that are important and relevant to us, so that our potential customers can easily find us. The basis of search engine optimization: SEO audit The first step in search engine optimization is an SEO audit which provides a guideline and status report on how we stand now and in what direction it is worth moving forward.. During the audit, we examine three main areas: The current performance of the page The process of selecting and grouping the most potential keywords: - Technical SEO audit: we explore structural, developmental and performance issues by SEO software. - Analysis of position tracking and backlinks, during which we look at what keywords the page is ranked for and the number of valuable and harmful links to the page. Keyword research In keyword research, we identify the most potential keywords using software and human resources, and based on the keyword groups created and the competition, we develop a content strategy that aims to list the most important and most searched keywords on the first page of Google results through search engine optimization. Comptetior analysis It’s definitely worth looking at key competitors in terms of site performance, current positions, and inbound links, not only because we can gather best practices and inspiration, but we can set up realistic KPIs, understand where our competitors are heading and what keywords they’re shooting, and these the data can also affect our own keyword groups and our complete strategy, too. Competitor analysis consists of software analysis and an overview of competing websites. Content strategy In almost all cases, a minimum of tens, but even more, hundreds of keywords can be potential for a particular brand, product, or service. Since Google's first rank can be achieved through search engine optimization by generating regular content production for these keywords, it's easy to see that some sort of priority list needs to be set up and with that we’re just at the basics. A content strategy answers questions of what, how often, and how. This is why during search engine optimization we always create keyword groups that collect keywords belonging to the same category, and within that, we highlight the most potential keyword that promises the best results based on relevance, volume, and keyword difficulty. This will be our cornerstone keyword, which is the top keywords in that keyword group. One keyword above all… Structurally, content written about other keywords is placed under the cornerstone and refers to this main content. Then we highlight the further best keywords and work with them in the first year. The maximum is 20-30 keywords, which can still be managed with an average resource dedicated to content development. Search engine optimization is not a sprint, but a marathon, so it’s worth thinking about in the long run. Structure As written, the header menu is ideally structured so that the cornerstone keywords have their own menu item and are not organized under one single blog menu. So in case of 3 cornerstone keywords, we will have 3 separate menus, under which we will publish content, as was the case with one of our clients, Cydrill, who trains developers on cyber security. Our 3 cornerstone keywords were cyber security, owasp and devops, so the 3 related menu items were designed like this: https://cydrill.com/cyber-security/ https://cydrill.com/owasp/ https://cydrill.com/devops/ So we don’t bulk the articles in one menu, in one place, but under the 3 cornerstones. Frequency The frequency of content production depends on the difficulty and relevance of the keyword. The latter means how accurately a keyword can describe the activity of a particular company. For example, a 90-difficulty keyword with high relevancy requires significantly more articles than a 60, which is otherwise secondary to the client. In the course of keyword research, we also select the most important ones and the less significant ones from the already mentioned 20-30 keywords, and based on this we make a proposal for the amount of content to be produced per month. Of course, if a client takes search engine optimization very seriously and has a team of dedicated copywriters, the amount can always be increased. The more content we produce and the more valuable external links we get, the faster the results will come. Content creation and monitoring Once everything is prepared, content production and tracking of results can begin. Of course, content development also has a technique, we provide information about content technology requirements to clients within the framework of SEO consulting, but the point is that a constantly changing and updating system of criteria must also meet the content in order to achieve results. Monitoring means position tracking, where we check the development of the rankings, the progress, the changes in the keyword searches by software, and we fine-tune the strategy accordingly.