Our project management team recently tuned in to Ragan’s webinar, “Mastering Google SEO in 2019,” presented by LinkedIn. We’ve spared you 90 minutes and summarized the key takeaways here. Read on for our top tips to master SEO.
1. Research your SERP landscape.
When researching a keyword or long-tail phrase’s current landscape:
- Perform a search for the keywords in question; use an incognito window to ensure your cookies don’t affect the results.
- Analyze the results, consider what user question/need they fill, and determine if you can earn a ranking among the results.
- Investigate how competitors in top spots format their content (for example: content length, bulleted lists, videos, etc.).
- Compare your content to the lead results. Do you have the proper Schema in place?
2. Define your content strategy.
It may seem obvious, but this is one of the most crucial yet often overlooked steps. They suggested we:
- Identify topics important to your organization then narrow the list to three to five topics.
- Establish “umbrella” keywords for each topic; these should have a high search volume yet be realistic for your organization to earn a ranking.
- Establish long-tail keywords for each umbrella keyword. These should produce a smaller search volume yet still be intentional for your organization. Use blog posts to target these long-tail keywords.
3. Use more descriptive anchor links.
It’s important to use descriptive anchor links. For example, use “search cheap vegas hotels” instead of simply “search” to help provide more information to the user and to Google.
4. Remove or revamp old content.
If you’re producing a high volume of content but a large portion isn’t earning exposure anymore due to age or subject relevance, it’s often good to revamp or remove those “stale” pieces. Google can only crawl so many pages and download so much data per day.
5. Use data-driven tools.
Locating tools for SEO and research can be overwhelming. The presenters from Linkedin recommended the following and stated it’s important to use an array of SEO tools rather relying on a one-stop shop:
- Google Search Console
- SEO Meta Single Click
We also really like Moz.com.
At the end of the day, it takes a holistic approach to your web and content strategy to improve your SEO - and earn new exposure for your brand. What questions do you have about SEO best practices? Let us know!