How to Create an SEO Strategy that Isn't Spammy - Path & Compass
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How to Create an SEO Strategy that Isn’t Spammy

Search Engine Optimization is essential for businesses looking to make their websites rise the ranks to the top of search engine results. Like any marketing, this is most successful when you create an SEO strategy. If you’re a new business, however, or new to SEO, you may be tempted to use spammy tactics or shortcuts to capture the coveted top spot. The problem is that these tactics can actually harm your website and online rank in the long run. Making it important that you forgo any temptation to cheat your SEO method and play the long game. Don’t be fooled – or fall for promises that sound too good to be true! Google is smart and while it may take a month or two, it will catch on and ding your website. Keep reading to learn how Path & Compass creates SEO strategies for small businesses that won’t negatively impact your website.

Focus on What You Can Control

The goal of SEO is to increase your search results on Google. While you can’t control the actual results of SEO, you can optimize your website and content marketing to boost your results. It is best to focus on what you can control when you create an SEO strategy. Content will be at the top of that list.

There are various best practices for SEO when creating content. For starters, create your own blog. A blog can effectively boost your ranking by speaking to your client’s pain points – think about what your audience is typing into the search bar! Another way is to optimize your images. Of course, you will want to use high-quality images! But even more important is that you use ALT-text so that the images can be indexed by Google. Finally, include keywords throughout your web copy. Especially in titles, and the first and last paragraph of text. But no keyword stuffing! You’ll find that inserting keywords naturally will be more effective and preferred by Google bots.

how to do seo

Create Content that is Useful & Relevant to Your Audience

When creating content you want it to rank – but not at the cost of the user experience. SEO benchmarks include average session duration, bounce rate, keyword rankings, conversion rates, and so on. When creating content, however, sometimes you need to forgo these benchmarks and just deliver what your audience wants. In some cases, this means the content may not rank as well. Note that this does not negate the value of the content! A piece can be incredibly useful and relevant to the audience, even if Google doesn’t think so. Try to keep the needs of your audience at the forefront of your content, rather than Google. In doing so you will be able to create an SEO strategy void of spammy practices like repetitive, keyword-stuffed headlines and copy. Your sales team will also be able to reference prospective clients to helpful blog posts – win-win!

Be Thoughtful about Backlinks & Guest Blogs

During any research on how to boost your website SEO, you will come across recommendations to use backlinks. Backlinking is in fact an effective way to help your ranking, connecting you to an established website. As they say, you are the company you keep and thoughtful backlinks helps your SEO. This said you should be wary of who and the type of website the backlink is from. Consider for a moment if a brick-and-mortar store with a bad reputation made a public post in support of your business. Although a good intention, it probably isn’t the type of referral you want. The same applies to backlinks. Connecting your website to a lackluster business can actually harm your ranking. The same applies to guest blogs. If the content is bad, it can negatively impact your SEO. So be choosey about who and what your website is backlinked to – and be wary about others who may be looking to piggyback off of your rank!

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Think Long Term

The truth about SEO and getting your website to rank is that it is a long game. Creating an SEO strategy that is effective takes time most of all. None of the trends and fads will sustain your rank. In fact, you’ll spend more time implementing them, just to undo them when they stop working (and they will). Slow, steady, consistent work will yield the best results. It typically takes four to six months to start seeing the initial results of good SEO, so start with a solid foundation and go from there. Don’t have the bandwidth, or interest, to commit to SEO? Work with an SEO company like Path & Compass, that has the knowledge to implement best practices and the experience to build successful brands online.

Ready to create an SEO strategy that works for your business and isn’t spammy? Let our team take the reins on your SEO strategy! From brainstorming ideas for quality content to scheduling social media, we have your content marketing & SEO covered.  Visit our website today to learn more about our marketing partnerships and how an SEO agency can help you achieve your goals faster!