No matter how far we are from SEO, we should return to it again. It is the secret word for the success and continuity of any brand, no matter how powerful it is on social networks. There is no need to talk about the benefits of SEO or the harms of ignoring it, as you definitely know a lot about this point. But let’s talk about some basic principles related to building an SEO strategy, which you may have overlooked:
- The SEO is not easy: If you read the part about SEO and think that it is easy to implement, or that you can rely on your personal capabilities – in addition to being an online store manager with dozens of responsibilities – then I would like you to know that this decision is 100% wrong. This art goes to its owners of specialization, expertise and experience, who can explore the depths of any challenge that appears on the horizon.
- SEO is an ongoing process: it’s not about getting to the top, it’s about staying there as long as possible. There is fierce competition, and it is difficult to withstand it if you are not one of those with a long heart. There is no sense in contracting with an official or SEO company and asking him to work on your site for 3 months, then stop dealing and leave your site in the wind for updates and competitors, thinking that he will work alone.
- SEO is variable: Almost every month updates occur in the algorithms of the Google search engine – the main search engine for work – you need a specialist who understands these changes, and has enough experience and familiarity with the updates to work on them, keep the site in the forefront, and protect it from punishment.
In this article, we will try to shorten the SEO journey in 4 main steps, mainly based on the password for success in any search engine targeting: Keyword. The next four steps will focus on how to deal with the keyword professionally and from the beginning, so that you do not have any loophole through which your competitors run out to you.
The first step: Keyword brainstorming session
So the journey begins with a nice session. A session that gathers friends or a business team to discuss only one issue: What are the most popular words that a user might use in Google search engine to search for your product/service?
This step – as is well known – is not a step to focus on selecting the best statistically accurate words, but rather to extract words from the reality of your business. Make a long – random – list of keywords that the user may use, and be careful not to put restrictions on anyone’s ideas, or direct anyone with preconceived ideas.
It won’t stop – in the generosity of Google – at this point. You can simply scroll down to the end of the page to discover that Google has prepared a default list of default keywords related to the same search topic, perhaps helping you with a better search experience, or providing better search suggestions.
All of the above words enhance the value of the keyword list that you prepared during the brainstorming session. The searches that you will do with each keyword will add to your list a new list (lists) full of more high-quality keywords that will definitely help you improve your appearance in the search results, after you prepare the appropriate content for them.
A very important note: It is known that keywords are divided into two types: a long tail keyword and a short tail keyword. If the short keyword is something like “adidas shoes,” the long keyword would be “black adidas shoes,” for example. The competition for the short keyword – the general and the most comprehensive – will be very intense, and more fierce than the competition for the long keyword. Therefore, it is wise to rely on the long keyword, if you want to get specific visitors in a short time. Likewise, the visitor who buys often searches with a long keyword, because he has a special taste, and searches for something specific according to this taste (contemplate the example above).
Step Two: Refine your keyword list with Keyword Research Tools
The previous step was mainly based on random research, not systematic research. That is, most of the displayed results fall within the item (arbitrary estimates) and are not close to accurate numbers. Not only that, but it also doesn’t give enough results for your keyword list.
There are keyword research tools you can rely on for this process, such as the Google Keyword Planner. It is a great tool that benefits all advertisers in the Google Adwords advertising program, but it often gives inaccurate arbitrary estimates, or general estimates that cause confusion to the researcher sometimes, so I personally do not prefer it, but it is still one of the powerful tools in the keyword research process. Keyword Research Even if it’s just for getting ideas.
However, the web now has a lot of web development and search engine optimization tools, including keyword optimization tools. We find sites such as Moz , Ahrefs , SemRush , and others that give the opportunity to explore many statistics related to a specific keyword, such as the monthly search rate – and sometimes daily – on a specific keyword, the strength of competition, the number of competitors, the value of ads made on it, and then, most importantly, suggestions Additional keywords that enhance the strength of your content and your visibility in search results.
All of the previous tools allow you to upload a CSV file that contains a list of suggested keywords, with all relevant details, which will give you a lot of ideas of what you can do in the content in the next step, to enhance the appearance of your site in the first search results of the Google search engine.
Step Three: Include targeted keywords in the content of your online store
Now that you’ve completed the step of preparing your target keyword list, and have clear targeting for the products you’ll display on your online store, it’s my favorite step: content.
The targeted keywords – from the previous list – should take their place in the content that you display in your online store . You may not be able to implement the following steps on your own, and you may need a special setup (made by the website developer) in order to work in the best possible way, but in the end they are important steps that fall under the heading of internal configuration of your online store On-Page SEO and have a major role in leading Your site’s search results. (Of course taking into account other external Off-Page SEO factors).
1. Put the keyword in the Title tag
The title is the second place after the link to put the target keyword. It will appear – as a link – in blue in Google search results.
2. Put the keyword in the Description tag
It refers to the text that will appear to the user below the main address, and immediately after the link – shown in green in the previous image. Google is very descriptive.
Tip: Make the description within the content of the site – which we will talk about next – because Google no longer looks at the description tag box a lot, and means more about the content displayed on the page.
3. Put the keyword in Heading 1 or H1
Not H1 alone, but also H2, H3, H4 if possible, especially if your product page holds this amount of information about the product. This will promote the product on Google’s SERP search results page.
4. Put the keyword in the Image tag
There is a special search done with images, this add-on will be suitable for it. But besides this search, adding the intended keyword to the image will boost your result on the results page of Google.