SEO is a slow burn – a long-term investment that should be seen as a foundation for your website’s success rather than a one-off marketing spend. To ensure you get off on the right foot and receive higher rankings sooner rather than later, consider front loading your SEO.
More often than not, implementing your SEO strategy can be held back by a big backlog of tasks that need to be completed to improve the quality of your website, but these tasks won’t necessarily contribute to rankings right away. If there’s more budget to play with at the start of the campaign, these tasks can be completed quicker, and results can be achieved much sooner.
Once all of the basic yet essential stuff is out of the way, we can finally start getting somewhere with your rankings. So if you have a specific timeline set to see results from your SEO campaign or if you just want to see results fast, front loading your budget is your best bet for success.
Not convinced? Here’s how front loading your SEO can have a positive impact on your campaign:
Although you may think your website looks great, it takes much more than good looks to get your site to rank. There may be problems present that you are unaware of, holding you back from the rankings you wish to achieve.
A lot needs to be covered in the site audit. Here are a few examples of urgent problems that may be identified through the auditing process:
- Broken and/or re-directed internal links
- Poor site speed
- Sub-optimal title tags, meta descriptions, and heading tags
- Duplicate content
- Spammy or malicious domains linking to your site
- Poor user experience
As you can see above, a website needs to be up to scratch in more ways than one before any improvements can be made to your rankings. In most cases, these things need to be fixed as a priority. Having extra time available at the start of a campaign means that time can be taken to fix these pressing problems that could be slowing the progress of your site’s ability to rank.
Find and Fix the Issues Early
Once urgent problems are identified in the audit, the next step is to fix them. Many clients underestimate how many problems there are on their website and how long it will take to fix, and SEO companies often don’t realise the extent of the problems present until the auditing process is underway. Front loading your SEO budget allows unexpected speed bumps to be overcome sooner.
It’s also especially helpful when technical difficulties are encountered. If there are any technical changes or problems with your website, a developer may need to be involved, which means extra time being spent communicating with 3rd parties to get the problem solved.
When more time is available at the front-end of your campaign, any issues can be identified and resolved as quickly as possible so tasks that really matter can be taken care of sooner rather than later.
Get In Front of the Right Audience
The ultimate goal for any SEO campaign is to generate sales and leads. This is always at the core of any successful SEO strategy, and the best way to deliver these results is to ensure your message is getting in front of the right audience.
The essential elements that must be completed to get you in front of the right audience include keyword research, target market research,competitor analysis and content planning. Thorough keyword research, in particular, is vital for any SEO campaign.
1. Keyword Research
Keyword research is always at the top of the list. Enough time has to be set aside to find the most appropriate keywords your potential customers are likely to type into Google. A number of tools need to be utilised to research and find the most relevant keywords including analytics, keyword planner and Google trends, just to name a few.
Finding the right keywords ensures your business is displayed in front of the right audience. The right keywords then need to be matched with the most appropriate pages on your website to deliver the best results.
2. Target Market & Competitor Analysis
Determining your target market and conducting a competitor analysis are vital tasks to complete so that you know who you are benchmarked against and where your website sits in relation to your competitors.
Target market research ensures that the right audience is being reached and that the content to be written will target them specifically. When conducting a competitor analysis, you will find out what your competitors are doing wrong and what they are doing right to determine the best strategy to outrank them.
When there is extra budget at the start of the campaign, these vital planning tasks can be completed early and thoroughly.
3. Accurate and Targeted Content Planning
We all know that a key driver for improved rankings is relevant and engaging content with keyword targeting. Before that content is written and uploaded to your website, time must be taken to determine the best type of content for your website.
The content planning process involves:
- Analysing the current content
- Assessing the purpose of your pages
- Identifying the target audience
- Assessing the competitor’s content
- Prioritising pages that require new content
- What is the blog activity to date and moving forward
- Identifying link building opportunities gained from content
The more time there is to complete the content planning process, the more accurate and targeted your content is likely to be. Also, if all of this content planning is completed early, it can be created and uploaded to your website sooner rather than later.
You also can’t underestimate the importance of developing a backlog of content. It’s one thing to write great content but quite another to promote it. 30% of the time should be spent on writing content and 70% on promoting it, and to promote the content that is written, you need time to plan. When you can build up a backlog of content, you have the ability to schedule the content regularly and consistently.
Improve Rankings Sooner Rather than Later
That does not mean you need to spend more on your campaign. It just means that a larger portion of your budget can be included at the start of the campaign to complete the tedious yet essential tasks so you can improve your rankings quicker.
No matter how large or small your SEO budget may be, front loading your SEO can have a huge impact on the success of your campaign overall. So if you want to get all the tasks listed above out of the way just as much as we do, and start taking serious steps towards higher rankings, we strongly suggest front loading your SEO campaign.