SEO is a set of methods aimed to rank your site higher in search engine result pages when a user types a word or a phrase into the search engine. These methods would usually be referred to as an SEO strategy.

Its hard to find an SEO strategy that works for you. That’s because it is different for everyone. In contrast to what all your marketing gurus tell you, there is no magic formula that works for everyone.

So here are some tips to create your own strategy:


Why Your SEO Strategy Has To Change


As the users get used to technology, they get better at it. The most recent example is shift towards semantic search.

According to Moz, the semantic search is,

To improve the accuracy by understanding a searcher’s intent through contextual meaning. Semantic search offers more interactive search results through transforming structured and unstructured data into a responsive database. It enhances understanding of search intent, it can extract answers and delivers more personalised results.

In the past we would type “rugs seller Birmingham” into Google, whilst today we might ask Siri, “Who are the best rugs sellers near me?”

SEO is important, so why do we say you shouldn’t have one set strategy to use on your websites/ blogs?

It is because SEO is constantly changing. So SEO companies constantly evolve their SEO strategies, for different websites, blogs. Even having to update the same websites techniques and keywords to keep up with Google’s algorithm updates.

A strategy that works for a rugs seller Birmingham isn’t necessarily going to work for a tech startup in London.


What Google Says About SEO


Web users perform huge search volumes every month in Google.

As of July 2017 Google owns nearly 80% of search market.

How can your content stand out from 80 million blog posts published every month on WordPress alone?

According to Moz, SEO in 2017 should focus on 4 things such as,

  • Local search
  • Mobile first indexing
  • Video
  • Natural language

In 2016 during a Google Q&A session, Google’s Audrey Lipattsev revealed that content, links, and rank brain are the top 3 ranking factors Google contemplate for organic search.

This is vital information, but it doesn’t say what aspects of those factors matter.

With many practices and ranking factors to consider it can be overwhelming to figure out what matters to rank well.

The reason you shouldn’t concentrate on one SEO strategy is simple:

No single strategy helps your business to rank #1 Google. And no reputable SEO company can guarantee that they can do that for you.

More factors are being used by Google to determine search ranking.

Instead of chasing the latest updates from Google – you are more likely to succeed using these not totally focused SEO strategies:


Make your site easy to use


  • Optimise for mobile.
  • Use smaller sentences and paragraphs to make the content easier to read.
  • Improve the design – Make it easy for them to navigate your site.
  • Avoid popups or popovers on mobile or that cover content.

For pop-up features test A/B testing (size, CTA, copy, colour, time to deployment)


Figure out who the readers are


  • Find demographics data on users (age, gender, family size, education level, marital status etc.)
  • Enable demographics and interests report in Google Analytics.
  • Create reader personas.
    • First thing is to collect detailed information about who they are – location, age, etc.
    • Second is to include information about what they know, what they want, and what motivates them.
    • Last is include information about their behavior.


Write for your readers


  • Create a conversation, include them.
  • Back up your statements.
  • Create posts that will intrigue YOUR readers.


Follow the data


  • What the user wants and what works are frequently 2 different concepts.
  • Look at both qualitative and quantitative data.
  • What are customers telling you?
  • What do the numbers tell you?

You can usually create a method that uses both. Always aim to optimise the site for Google, but tailor your content towards your audience persona.




In the ever shifting world of SEO, nothing stays the same for long. Some other factors are vital but don’t directly affect the search engines.

Sometimes the data says one thing while an SEO guru or strategy says it won’t work.

There is no such thing as a “one size fits all” approach and it works for all businesses in every situation.

This is the reason why you can’t rely solely on one unchanging SEO strategy.


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