What Are Examples of Successful SEO Strategies for Marketing Managers?
In the ever-evolving landscape of search engine optimization, we've gathered insights from nine marketing professionals to illuminate strategies that have notably boosted their websites' visibility. From leveraging paid display ads to enhancing site UX with performance audits, SEO specialists and marketing directors alike share their most effective tactics. Dive into the collective wisdom that spans from building topical authority to making technical SEO improvements.
- Leverage Paid Display Ads for Visibility
- Revitalize Traffic with Internal Linking
- Utilize Google Search Console Insights
- Target Informational Keywords and User Experience
- Create Helpful Content for Organic Traffic
- Improve Visibility with Keyword Clustering
- Build Topical Authority Through Strategic Content
- Enhance Site UX with Performance Audit
- Boost Visibility with Technical SEO Improvements
Leverage Paid Display Ads for Visibility
One of our most successful strategies has been using digital advertising to boost our presence. We've found that paid display ads are a direct and powerful way to enhance our brand’s visibility. These ads help place our brand right in front of potential customers who might not have discovered us otherwise, on platforms they use daily. Whether it's through Google Ads, social media ads, or display networks, the key is crafting compelling, targeted ads that resonate with the needs and interests of our target audience.
I believe that setting up effective display ads requires a deep understanding of your audience, selecting the appropriate platforms, and continuously refining your ads based on the performance data you gather. Remember, the objective is to increase visibility in a way that not only draws attention but also converts that attention into engagement and sales.
Revitalize Traffic with Internal Linking
I got a pretty recent example of internal linking as part of an SEO strategy.
We had been helping a client boost their site's content and train their writing team for a year. When it was time for us to step back, we felt confident they could keep growing their traffic on their own.
We had taught them to link related articles together, but over time, they forgot to keep this up. Many new blog posts ended up being orphaned, meaning they weren't linked to from other pages.
A year after we left, the client got in touch because their traffic had stopped growing. They asked us for a one-hour consult to figure out what went wrong. We discovered 450 orphaned pages, showing just how crucial regular internal linking is!
Utilize Google Search Console Insights
Changing my perception of Google Search Console significantly improved my online visibility. Typically, Google Search Console is used as a tool to evaluate your efforts, primarily focusing on the rankings of identified and optimized keywords. However, Google Search Console provides a wealth of keywords for a single indexed page, including those that are not currently present in the content but for which the page is still ranking. The next step is to integrate these missing keywords into the content, leading to enhanced website visibility (impressions), clicks, average position, and CTR.
Target Informational Keywords and User Experience
For my e-commerce clients, I have a trick that significantly improves traffic to their product pages: answering one or two product-related questions to target informational keywords. This strategy:
1. Connects smaller businesses to more potential customers
2. Increases the likelihood of return visits
3. Improves Google rankings due to enhanced content quality
While visitors arriving through these informational queries might not be ready to buy immediately, they're more likely to return to a site they've previously found helpful.
For informational websites, I recommend adding a table of contents to all articles. This strategy:
1. Is appreciated by smaller search engines like Bing
2. Improves user navigation and experience
3. Taps into a significant portion of web searches
It's important to remember that search engines outside of Google, like Bing, make up about 10% of web searches. That's equivalent to roughly 800 million searches daily—a substantial audience that shouldn't be overlooked.
Both these strategies not only improve SEO but also enhance overall user experience, which is crucial for long-term success in search rankings and customer retention.
Create Helpful Content for Organic Traffic
Ninety percent of our organic traffic comes from a single content piece written and published on our website two years ago. There is no big or new secret of why and how it significantly improves website visibility. It's simply helpful content. The article, probably 1,000 words long, answers very specific questions about hardware-software integrations and is written to be educative, informative, and useful. It's not a sales copy with calls to action or fluffy statements. Google considers it the most useful piece on this particular topic and has awarded it a featured snippet for most search queries related to 'hardware-software integration.' Of course, helpful content needs a solid base of great UX, a technically optimized website, and external backlinks, but the essence of good SEO remains this—provide useful information and leave the sales jargon out.
Improve Visibility with Keyword Clustering
One SEO strategy that significantly improved our website's visibility was focusing on comprehensive keyword clustering. By grouping related keywords and creating in-depth, topic-focused content, we were able to rank for a broader range of search terms. This approach not only improved our rankings but also increased our organic traffic by providing more value to our audience.
Build Topical Authority Through Strategic Content
I've had great success with a comprehensive SEO content strategy that focuses on building topical authority for my clients' websites. This involves detailed keyword research to identify relevant topics and organize new pages around them. The new content satisfies informational user intent, increases brand awareness, and positions my clients as experts in their field.
From a technical and web architecture perspective, these new pages can be strategically interlinked. This strengthens existing pages that target commercial user intent. By generating high-quality content strategically (random content creation won't work!), and creating a logical website structure that serves as a hub for relevant topics, we can boost rankings for commercial keywords as well. Remember, off-site reputation management is important too! Don't rely solely on content to achieve SEO success. Approaching SEO in a holistic way provides the best results.
Enhance Site UX with Performance Audit
One of the winning SEO tactics was improving our site’s UX (User Experience) through a detailed site performance audit. We identified pages with slow load times and cumbersome navigation while improving the site’s layout, making the viewing experience more intuitive and decreasing page load times. By optimizing images, minifying code, and improving server response times, we significantly reduced page load times, cut our bounce rate, and increased the time spent on-site. As a result, our organic search ranking went up by 30 percent, and we also saw an impressive increase in page views.
Boost Visibility with Technical SEO Improvements
We experienced a significant boost in our website's visibility by focusing on technical SEO improvements. Specifically, we conducted a thorough audit and discovered several issues with our site's speed and mobile responsiveness. We streamlined our code, optimized images, and implemented lazy-loading, which drastically improved our page load times.
Additionally, we ensured our site was fully optimized for mobile users, given the high percentage of mobile traffic. These changes led to lower bounce rates and higher engagement, which search engines rewarded with better rankings. Our visibility skyrocketed, proving that technical SEO can have a powerful impact.
