As Google continues to optimize its site to be user-friendly, SEO adapts. Famously coy about giving exact SEO specifications, Google has made one thing clear: its algorithms are always going to be working toward making sure results are relevant and trustworthy.
Maybe you’ve just been taken on as a company’s first SEO specialist and are feeling a bit overwhelmed at the sheer number of tasks. Maybe you’ve been trying to keep up with SEO best practices for a long time but find yourself with less and less time to focus on the bigger picture.
It’s probably best to start with a full SEO audit, taking stock of where your site sits currently.
More and more businesses are taking advantage of workforce RPA, creating a hybrid digital workforce that can automate tasks where necessary. Automation is growing, and luckily there are a multitude of ways in which you can automate some of your SEO, saving you time and energy to use on more complicated matters.
It might be that, as part of your SEO audit, you have found you need to update several, if not all, of your site pages. Because SEO changes so rapidly, your efforts can be outdated within a few short years as Google strives to make the search experience better for its users.
Don’t panic! You can automate analysis, saving you time and effort and leaving you free to concentrate on more pressing matters.
Consider installing a plugin to your site builder, like Yoast SEO for WordPress. These tools give your pages and posts easy-to-understand SEO rankings (Yoast uses a traffic light system) and supply a list of improvements you can make.
You can go through your previous pages to make updates, tweaking the concentration of keywords, slug length, meta description, and more — all with helpful suggestions from the plugin.
These plugins are a great resource going forward. Every piece of content you upload can be run through the same program, ensuring your pages stay as up to date as possible.
Keywords and Content Creation
Good content is the cornerstone of a solid SEO strategy. Without it, you’re appealing solely to the bots that crawl your site, but even they are looking for how well your content performs in terms of giving value to real humans.
One of the key things the bots look for is unique results — which, if you’re an e-commerce business, you should have in spades! Each product can be a valuable source of unique content, but make sure that the SKU numbers are grouped under one URL so as not to have duplicate pages.
All your content has to be flowing, readable, and interesting enough to hold visitors’ attention. There are some essential skills copywriters need for SEO, and that’s something you can’t automate.
However, what you can save time on is keyword research. Excellent content is all well and good, but if it’s on topics that nobody is interested in, it means nothing — cue extensive keyword research.
Whether you’re trying to take on competitors for head keywords or are opting for a long-tail keyword approach to focus on specific niches, you’ll know how much time it takes to work out what people are searching for.
Enter automation. Pick a tool like Ubersuggest and input your topic. The site will pull relevant keyword suggestions, tell you the cost-per-click for paid terms, and even let you know how often these terms are searched.
AnswerThePublic is another great time-saver, especially for the long-tail keyword approach. Type in a word or phrase, and it will search Google in a matter of seconds to give you suggestions about how people are searching.
Entering “SEO,” for example, will bring up a plethora of results: “why SEO matters,” “SEO when building a website,” “SEO where to start.” These can give you a great starting point for deciding which direction to take your content in.
Keyword and Backlink Monitoring
Now that you have a roster of stellar, keyword-filled content, it’s time to start monitoring how it’s performing.
No, we’re not talking about spending hours upon hours manually checking up on your content. A tool like SE Ranking can help you to track your keyword rank, as well as discover where your backlinks are.
In fact, SE Ranking is a bit of an all-rounder, offering competitor research and SEO auditing tools as well. That said, it’s a good idea to use multiple tools to get an accurate insight into how your site is performing. Google Analytics, Facebook Ads, and Ahrefs are great places to start.
Using something like Reportz will integrate several SEO analysis programs, giving you actionable insights and data that won’t overwhelm your team. Similar programs include ToTango, Chartio, and GoodData.
Because of their high authority levels, social media sites are a fantastic way to generate quality backlinks for your page. That means it might be worth considering sharing your content across a wide range of platforms — and knowing how to use social marketing is essential.
However, it can be incredibly time-consuming — not to mention disruptive — to ensure that things are posted at the right time, especially as that right time might come in the middle of another task!
Instead of manually publishing content as it comes up, look into automating it. Platforms like Facebook have in-built publishing software that allows you to schedule content in advance. There are also programs like Sprout Social and Hootsuite which allow you to schedule posts across multiple platforms and keep an eye on how they perform, all in one place.
There are even options like Buffer, which automatically post when your audience is likely to be most active.
Maximum Efficiency — With Users at Heart
Remember, SEO is all about benefiting the users of the search engine, which means a crucial part of your SEO strategy has to be centered around the user experience.
Using subdomains on your site can boost your SEO by creating a better on-site experience for users, giving you a chance to use keywords in your URL, and helps you to target more niche markets too.
On the other side of the coin, you could use intelligent process automation to ensure your teams are working as efficiently as possible and therefore have more time to spend on improving the business.