A while back, I wrote a blog post called “SEO Isn’t Dead – It’s Only Sleeping.” In it, I listed a set of techniques that I believed to be “SEO 101.” Since then, I’ve had a lot of opportunity to test and refine those techniques. So, in this post, I’ll walk you through the process of executing a White Hat SEO strategy.
Know Your Audience
If you want to do some form of marketing or advertising, you’ll inevitably need to come up with an engagement plan. That plan will need to dictate the following elements:
- The purpose of the marketing campaign
- The target audience
- The budget
- The time frame
- The measurement(s) of success
- The objectives
Among the most basic and fundamental of these elements is the fact that you need to understand who you are trying to reach and what they want. One of the first things you need to do, then, is to identify your target audience.
If you want to target a digital audience, you’ll first need to identify the types of content they consume (in the form of web pages, videos, etc.). The next step is to identify the type of people most likely to have interest in or be affected by what you have to offer. Think about your product or service, its features, and how you can use them to solve problems. The better you know your audience, the better you can tailor your approach to achieve the best results.
Find Your Voice
One of the first things you need to do in order to craft a sound strategy is to find your voice – the unique mix of words, tone, and personality that makes you, you. This “voice” will be your key to attracting and engaging your target audience. Once you’ve found it, use it often. If you want to create a voice consistent with an authoritative brand, work on developing a tone of voice that is both formal and informal, friendly and professional, attractive and trustworthy – all while keeping your personality and individual character intact.
Craft a User-Friendly Website
If you’re looking to attract potential customers to your website, you’ll first need to ensure that it’s user-friendly and easy to navigate. If you’re designing your site using WordPress, you can use various tools to make it more aesthetically appealing to potential customers. For example, you can use a service like Visual Composer to easily lay out your blog posts in a magazine-style layout. This will help engage your readers and keep them on your site for longer.
Use Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of improving the visibility of a website or blog in search engines like Google. Typically, the goal of SEO is to make a website or blog as relevant and as high-quality as possible. As you may imagine, achieving this becomes more difficult as the number of websites and blogs on the internet increases. That is why it is crucial to determine the type of content that will bring the most benefit to your site.
If you are a newcomer to SEO or have just completed a beginner course, the first thing you’ll want to do is to identify the keywords and phrases your target audience uses to find information on the internet. Once you’ve identified these keywords, you can use various tools to find the most effective way to structure your content around these phrases. The better you do this, the more likely you’ll be to appear in the organic (usually unpaid) results of a Google search.
Create Content that Will Last
While SEO is all about getting your content (websites, blogs, videos, etc.) to appear in as many search results as possible, you still need to create content that will be beneficial and “sticky”. This means that your content will need to offer value to your target audience and they will want to come back for more. When creating content, you need to consider the following elements:
- Use specific keywords where appropriate
- Create content that is both informative and entertaining
- Make sure your content is well-researched
- Create engaging headings and calls to action
- Use subheads to organize your content
- Create a consistent style throughout
- Make sure your content is well-written
- Edit and proofread content to increase its credibility
To assist you in finding the right words and phrases, you can use various tools like Google Keyword Planner, which is a free tool from Google.
Grow a Following On Social Media
If you’re looking to attract and engage customers on social media, you’ll need to consider various platforms like Twitter, Facebook, and Instagram. Each of these platforms offers unique features that can help you better connect with your target audience, but all of them can be used to promote your product or service and increase your search engine ranking.
On social media, just like on the internet, the better you do, the better you’ll do. You’ll want to create content that is valuable and interesting, build a community, and become a go-to source for your industry. With the right content and some luck, you can make your way to the top of the heap and become the preferred source for your industry. However, it takes a little bit of effort to get there. Once you’ve established yourself, you can use various tools like Google Analytics to track the effectiveness of your efforts on social media. For example, you can use the’social shares’ feature within Google Analytics to determine how many people are sharing your content on social media. Doing this can help you determine the right content to produce and where to focus your efforts. If you want to create a social media account for your business, it’s important to do this for the right reasons. One of the most important things you need to keep in mind is that this is a highly-competitive arena. Just like in any industry, the cream will rise to the top and the rest will fall by the wayside if you aren’t careful. Keep your followers engaged with valuable content, and build a community of engaged and interested people.
Build a Recognizable Brand
As I mentioned above, the better you do on search engines, the better you’ll do on social media. To attain this level of success on the internet, you’ll first need to build a recognizable brand. To do this, you’ll want to consider using various tools like Google AdWords, which is a pay per click advertising service. With this tool, you can build a campaign that will assist you in appearing in the right places at the right time.
You can use various keywords, bids, and placements in your campaign to increase the relevancy and visibility of your ads in relation to your target audience’s searches. Doing this also improves your conversion rate (the number of people who actually click on your ads). If you want to take your advertising efforts to the next level, you can consider using various tools like Google Remarketing, which allows you to target the right audience for your ads even after they’ve left your site. This is a really effective tool for keeping your customers engaged and coming back for more.
Once you’ve got your blog or website up and running, the first thing you should do is to check it for any errors. Once you’ve found and fixed these errors, you can use various tools like Google Analytics to track the results of your efforts. This tool will assist you in determining the effectiveness of your marketing campaigns and the type of content your target audience is responding to the most. By looking at this information, you can determine the right content, platforms, and methods to use to gain the most results.
Pay Attention To Detail
To get the most out of any endeavor, you need to be able to pay attention to the details. If you want to craft a sound SEO strategy, you’ll need to consider the following aspects:
- On-Page Optimization
- Off-Page Optimization
- Link Building
- Content Strategy
- Competitive Analysis
- Analytics (such as Google Analytics)
These aspects, along with a little bit of experimentation, will get you on your way to a good starting point for an effective strategy. As I mentioned above, SEO is a constantly-evolving field, and this post isn’t meant to be a guide to the entire process. Instead, this post is designed to get you started.
What is black hat SEO?
Black hat SEO refers to unethical techniques used to improve a website's search engine rankings. These techniques violate search engine guidelines and can result in penalties or even a ban from search engines. Examples of black hat SEO techniques include keyword stuffing, cloaking, hidden text, and link schemes. The goal of black hat SEO is to manipulate search engine algorithms to achieve higher rankings quickly, but these tactics are not sustainable and can harm a website's reputation in the long run. It is important to use ethical SEO techniques to improve search engine rankings and build a strong online presence.
What is GREY hat SEO?
Grey hat SEO refers to the use of search engine optimization tactics that are not clearly black hat or white hat. Grey hat SEO practices may be technically within the bounds of search engine guidelines, but they may still be considered questionable or manipulative by some. Examples of grey hat SEO techniques may include buying expired domains to redirect to a website, participating in link exchanges, or using automated tools to generate content.
While grey hat SEO tactics may provide some short-term benefits in terms of search engine rankings, they can also carry risks. Search engines are constantly updating their algorithms and may penalize websites that use grey hat tactics. Therefore, it is recommended to stick to white hat SEO techniques, which are ethical and sustainable ways to improve search engine rankings over the long term.
What is Blue Hat SEO?
Blue hat SEO is a term that is not commonly used in the industry and does not refer to any widely recognized SEO techniques. It is possible that someone may use this term to describe a unique or customized approach to SEO that they have developed or a combination of white, black, and grey hat techniques. However, it is important to note that any SEO strategy should prioritize ethical and sustainable practices to achieve long-term success.