What Should Be the First Step of a Structured SEO Plan? Keyword Research!

Introduction

In this article, we cover the first step of a structured SEO plan, starting with: 1-keyword research. Next, we'll look at 2-analyzing your website structure and of course, 3- monitoring content performance.

Let's dive deep into it together.

Summary:

1- Conduct In-Depth Keyword Research
2- Analyze Your Website Structure
3- Monitor Content Performance

1- Conduct In-Depth Keyword Research

To really understand what your audience is looking for, diving into keyword research is essential. Using tools like Ahrefs, you can explore the exact phrases your target segment frequently searches for.

This analysis goes beyond mere guessing, allowing you to craft content that resonates with their needs and queries. For example, if your B2B tech company is specializing in cybersecurity software, identifying keywords around "enterprise-grade security solutions" or "advanced threat protection tool for startups" would be a strategic move.

Understanding user intent is key. It's not just about the words themselves—it's about why and how potential customers use these words in their search queries. Is it to buy a product, get more information, or find a service provider? Tailoring your content strategy to address these intents can substantially increase the relevance of your SEO efforts. For instance, a marketing director might use phrases like "effective lead generation tools" or "scalable marketing automation software" with the intent to find solutions that support their company's growth.

Implementing a keyword-tracking system can help you monitor your SEO campaign's progress. Whether it’s through a simple Excel spreadsheet or a more advanced SEO dashboard, tracking can reveal how well your chosen keywords are performing. This way, you're not shooting in the dark; you're adjusting your tactics based on real, actionable data.

For example, suppose you are developing a content plan to address the needs of tech companies with 10-200 employees. In that case, your keyword research might include terms like "cloud computing for small businesses" or "SaaS scalability challenges," offering you a targeted approach for your SEO and content creation strategy.

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To begin your first structured SEO plan, we recommend using Ahrefs (our tool at Sequens.ai for gathering your SEO insights) or Semrush. Both are leaders in the field: Ahrefs is more technical, while Semrush is more suited for marketers.

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2- Analyze Your Website Structure

Optimizing your website structure is much like organizing a library—everything should be easily findable and logically arranged. This step is crucial not just for the user experience, but also for search engines that crawl your site.

Regularly evaluating and optimizing your site’s navigation ensures that both visitors and search engines can find what they're looking for efficiently. For a B2B tech company’s website, ensuring that product information, support resources, and contact pages are easily navigable can significantly impact the overall user experience and conversion rates.

Internal linking is another piece of the puzzle. It's akin to providing a map for visitors—guiding them through your content while establishing a solid network of pages that support each other in terms of authority and relevance. For example, a blog post about innovative marketing strategies could link to a case study that demonstrates successful implementation, reinforcing the value of the content and encouraging deeper engagement.

Conducting regular site audits can uncover issues that might be hindering user navigation, providing opportunities for improvement. A website audit like Screaming Frog and Google PageSpeed Insights could reveal that certain key pages are buried too deep, or that there are broken links disrupting the user journey. For a marketing director, addressing these issues is essential to ensure that those target customers navigate the site without friction, thus contributing to a stronger SEO footprint.

As a practical example, a marketing director may analyze visitor flow on their company's website using tools like Google Analytics. They could identify that visitors frequently get lost after viewing the blog section. Responding to this, the director could reorganize the blog layout, add clearer navigation links, and streamline the pathway to conversion-focused pages like "Contact Us" or "Request a Demo."

3- Monitor Content Performance

By setting up performance alerts, marketing directors can proactively adjust content strategies to better align with emerging trends, visitor behaviors, and SEO outcomes. Should a blog post unexpectedly gain traction, they can capitalize on this momentum by pushing related content or adjusting the SEO strategy to target similar keywords and themes.

Data-driven strategy adjustments are not mere guesswork; they are informed decisions based on performance data. For instance, if whitepapers on a particular topic show higher engagement rates, it would be advisable to create more content on related subjects and potentially adjust keywords in future articles for improved SEO.

Finally, it is vital to use these insights for ongoing optimization. The digital landscape is always changing, and what works today might not work tomorrow. Constantly tweaking and enhancing content based on performance analytics ensures that a B2B tech company's marketing efforts remain sharp and effective. This process could involve regularly revisiting older content to update keywords, adding fresh outbound links, or even repurposing content in more engaging formats.

An example of leveraging analytics might involve a marketing director observing that webinar pages are driving a significant amount of organic traffic. They could then prioritize creating more webinar content and optimize those pages with clear CTAs (call-to-action), effectively directing interested visitors towards conversion points, such as signing up for a newsletter or scheduling a product demo.

In wrapping up, the key steps of a structured SEO plan start with in-depth keyword research, thoughtful website structural analysis, and vigilant content performance monitoring. Each of these steps forms the foundation of a successful SEO strategy aimed at marketing directors leading smaller, agile B2B tech companies. By focusing on these components, they can elevate their SEO game and enhance their digital reach effectively.