Backlinking remains a cornerstone of SEO, even amidst the rise of AI-generated content. The basic premise of backlinks—where other websites link to yours, acting as votes of confidence—still holds true. Despite becoming more sophisticated, Google’s algorithms continue to value quality backlinks as indicators of trust and authority. However, the explosion of AI-created articles has flooded the internet with content, making it harder to stand out. This shift raises the stakes for marketers and webmasters to focus on backlinks’ quality, relevance, and authenticity rather than relying on outdated quantity-over-quality strategies. Backlinks are not just about boosting rankings but about demonstrating genuine credibility in an increasingly crowded online space.

Backlinking: The Foundation of Google’s Search Algorithm

When Sergey Brin and Larry Page introduced Google in the late 1990s, they revolutionised how the internet was organised. In his brilliant book The Innovators, Walter Isaacson details how PageRank, Google’s original algorithm, was inspired by academic citations. As scholars cite influential papers, Google treated links between web pages as indicators of importance and reliability. This concept of “link equity” was groundbreaking and became the foundation of modern SEO.

PageRank evaluated not just the number of links but their quality. A link from a respected site carried more weight than a link from an obscure blog. This system transformed search engines, making Google the dominant player. Backlinking became synonymous with credibility and relevance, incentivising webmasters to seek links from authoritative domains. It established a framework that prioritised substance over superficiality, rewarding websites for cultivating meaningful connections.

Despite the many updates to Google’s algorithms, such as Penguin, Panda, and Hummingbird, the essence of backlinking—connecting web pages based on perceived authority—remains largely intact. These updates have refined the process, cracking down on manipulative tactics like link farms and low-quality directories. The goal has always been to ensure that backlinks are earned through genuine merit, reinforcing trust between the search engine and the user.

How Backlinking Affects Your SERP

Search engine results pages (SERPs) are the battleground of modern online marketing. Backlinks are pivotal in determining where a site appears in these rankings. In classical SEO theory, backlinks act as votes of confidence. The more high-quality backlinks a website accumulates, the more likely it is to rank higher. This makes backlinks one of the most sought-after assets in the digital marketing world.

However, it’s not just about numbers. The anchor text, or the clickable words within a hyperlink, also influences rankings. For instance, if multiple sites link to your page with the anchor text “best Italian recipes,” Google interprets this as a signal that your page is highly relevant. The specificity and consistency of anchor text can shape how your page ranks for particular keywords, enhancing its visibility for targeted searches.

Diversity is another critical factor. Links from various domains carry more weight than multiple links from the same site. This diversity signals to Google that your content has broad appeal. Additionally, contextual relevance—the degree to which the linking site’s content relates to your own—also matters. A backlink from a cooking blog to your recipe site is more valuable than one from an unrelated tech forum. Search engines prioritise connections that appear natural and organic, favouring links that genuinely enhance user experience.

It’s also important to consider the placement of backlinks. Links embedded within a page’s main content carry more authority than those tucked away in footers or sidebars. These nuances underscore the complexity of backlink strategies, highlighting why they remain integral to SERP rankings.

The Impact of AI-Generated Content on Backlinking

The rise of AI has significantly altered the digital landscape. Tools like ChatGPT, Jasper, and Copy.ai have enabled the mass production of articles, blog posts, and web content. This democratisation of content creation has led to an unprecedented surge in online material, creating a deluge of information for search engines to process.

While this influx provides users with more information, it challenges SEO practitioners. Search engines now sift through AI-generated content to identify value and relevance. The sheer volume of material makes it harder for individual pages to stand out, even if solid SEO strategies back them. For marketers, the competition for visibility has intensified, with backlinks serving as a crucial differentiator.

AI content often lacks originality, and Google’s algorithms are increasingly adept at recognising fluff versus substance. Backlinks become even more critical in this context. A high-quality backlink is a validator, proving to search engines that your content is trustworthy and deserves higher rankings. Authenticity is more important than ever, as AI-generated material often struggles to establish the same depth of authority as content crafted by experts.

However, the proliferation of AI tools has also facilitated manipulative practices. Automated link-building schemes and AI-generated link farms have emerged, threatening to undermine the credibility of backlinks. Google’s focus on quality has intensified, with algorithms targeting unethical tactics more aggressively than ever. These changes underscore the need for vigilance and integrity in link-building efforts.

Why High-Quality Backlinks Remain Indispensable

In the age of AI, high-quality backlinks are still among the most potent tools for webpage optimisation. These links do more than boost rankings; they enhance a site’s overall reputation and visibility. In a sea of content, backlinks provide a beacon of trust, helping users and search engines identify credible sources of information.

Quality backlinks often come from well-established and reputable sources. A mention in a respected publication or a link from a leading industry blog improves your SERP position and drives organic traffic from genuinely interested readers. This targeted audience is likelier to engage with your content, share it, and potentially convert into customers. Backlinks from prestigious domains can open doors to collaboration and partnerships, further amplifying your online presence.

Moreover, high-quality backlinks provide a buffer against the noise of AI-generated content. While search engines may struggle to differentiate between countless AI-written articles, a backlink from a trusted site signals that your content offers real value. This credibility is something AI content farms can rarely replicate. It positions your site as a reliable resource, attracting users and search engines.

Building such backlinks requires effort. It involves creating exceptional content others want to reference, fostering genuine relationships with other site owners, and avoiding shortcuts like purchasing links or engaging in reciprocal link schemes. The emphasis is on authenticity, relevance, and mutual benefit. Strategies like guest blogging, producing insightful research, or participating in industry forums can all contribute to a robust backlink profile.

Beyond rankings, backlinks bridge different corners of the web, connecting users to valuable information. This interconnectedness underscores their enduring importance, even as the digital landscape continues to evolve.

Conclusion: The Evolution of Backlinking in the AI Era

Backlinking has evolved but remains highly relevant in the SEO landscape. The AI content revolution has raised the stakes, making it imperative to prioritise quality over quantity. As search engines refine their algorithms to combat manipulative practices and low-quality content, high-quality backlinks stand out as reliable markers of authority and relevance. Marketers can ensure that their backlink strategies thrive in this new era by focusing on genuine connections and valuable content.

The importance of backlinks goes beyond algorithms. They are a testament to the value of your content, reflecting its impact across the web. As the internet grows increasingly crowded, these links serve as anchors of credibility, helping users and search engines navigate the vast expanse of information. The path to successful SEO may have become more complex, but the role of backlinks remains steadfast and indispensable.

When working on an SEO project, impatience can easily set in. You’ve poured hours into keyword research, fine-tuned your on-page content, and built backlinks, yet the results seem slow to come. The truth is, SEO is a long-term game, not an overnight miracle. Success often requires months of consistent effort, monitoring, and refinement. The key to overcoming impatience is understanding the process, setting realistic goals, and trusting the strategy. By managing expectations and staying proactive, you can navigate the frustrations of slow progress and channel your energy into making adjustments that drive better outcomes. Let’s break down how to approach this with a level head.

Set Realistic Timeframe Expectations

One of the most significant sources of impatience in SEO stems from unrealistic expectations. Many assume rankings will shoot up within weeks, but that’s rarely the case. SEO is inherently a long-term investment. Search engines like Google take time to index changes and evaluate the relevance and quality of your content.

Why Timeframes Matter

Expecting quick wins can lead to unnecessary stress and potentially bad decisions, like cutting corners to speed things up. Black-hat tactics such as keyword stuffing or buying low-quality backlinks might seem tempting but often result in penalties, setting your project back even further. By establishing a clear and realistic timeline upfront, you can avoid the pitfalls of short-sighted strategies.

Breaking Down SEO Phases

To set practical timeframes, understand the phases of an SEO campaign:

• Initial Assessment and Planning: This includes auditing your site for technical issues, researching keywords, and devising a strategy. Depending on your site’s size and complexity, this can take anywhere from a week to a month.
• Implementation: Updating content, improving technical SEO (e.g., site speed, mobile-friendliness), and fixing structural issues can take several weeks to a few months.
• Waiting for Results: Search engines may take three to six months—or longer—to reflect changes. For example, a newly optimised blog post targeting a medium-difficulty keyword might rank on page two initially, taking several months of consistent traffic and link-building before moving to page one.
• Continuous Improvement: SEO is never “done.” Ongoing tasks like publishing fresh content, monitoring competitors, and building backlinks ensure sustained results.

Communicating Timeframes Effectively

If you’re working with clients or stakeholders, explain the process in relatable terms. Highlight incremental successes like improved site performance or increased impressions in Google Search Console. Use case studies or examples to illustrate how timelines have worked for others in your niche. For instance, share a story about a competitor who ranked after eight months of steady effort, not overnight success.

Understand What Affects Keyword Progress

A wide array of factors influences SEO results. Recognising these helps temper impatience and sets realistic expectations for what’s achievable and when.

Keyword Volume and Competition

Imagine trying to rank for “best laptops” versus “affordable laptops for students in Manchester.” The first is a highly competitive, high-volume keyword dominated by industry giants. The second is a long-tail keyword with less competition but a more specific audience.

Long-tail keywords often yield quicker wins, particularly for newer or smaller websites. For example, a local bakery aiming to rank for “fresh bread in London” might see results within weeks, while “best bakery in the UK” could take over a year due to its broader scope.

Domain Authority and Trust

A website’s age and authority directly impact how quickly it ranks. Google favours established sites with a strong track record, leaving newer sites at a disadvantage. However, newer sites can build authority by focusing on niche keywords, delivering exceptional content, and earning high-quality backlinks.

For example, a small online retailer might struggle to rank for “buy shoes online” but could progress significantly with “buy eco-friendly running shoes in the UK.” They can gradually target more competitive terms as their content earns backlinks and traffic grows.

Content Quality and Relevance

Content that lacks depth or fails to meet user intent will always struggle. Search engines prioritise content that answers questions, engages readers, and aligns with targeted keywords. For instance, a 500-word blog post crammed with keywords about “budget smartphones” will perform poorly against a 2,000-word article comparing models, featuring reviews, and including FAQs.

Google also considers freshness. Regularly updating content with new insights or data signals that your site remains relevant. A stagnant page—even if it once ranked—can slip as competitors publish fresher, more detailed alternatives.

Overcome Anxiety When Results Are Slow

It’s natural to feel frustrated when you’ve put in effort but aren’t seeing results. However, allowing anxiety to dictate your actions can lead to rushed decisions and derail your campaign.

Focus on Data, Not Emotions

Emotions are unreliable when measuring progress. Instead of fixating on rankings, dive into analytics to uncover subtle wins. For example, if impressions rise but clicks remain low, your page is being seen but needs a better meta description or title to attract clicks.

Similarly, track user behaviour metrics like time on page or bounce rate. Even without immediate ranking jumps improvements in these areas suggest that your content resonates with visitors.

Break the Project into Smaller Goals

Large goals, like ranking in the top three for a keyword, can feel daunting. Breaking them into smaller, actionable objectives keeps the process manageable.

For example, aim to:

• Increase backlinks by 10% in three months.
• Publish two long-form articles optimised for long-tail keywords.
• Reduce site loading time by half a second.

Each small success builds momentum and reinforces that progress is happening, even if rankings remain static for now.

Stay Informed, but Avoid Overchecking

Constantly refreshing your analytics or SERPs is counterproductive. Minor fluctuations are normal and often have no long-term impact. Instead, scheduling regular reviews—weekly or fortnightly- is ideal. This ensures you’re staying informed without obsessing over every shift.

Share the Load

Anxiety often stems from feeling isolated. If you’re working solo, reach out to SEO communities online or consult with a mentor. For example, platforms like Reddit’s r/SEO or private Facebook groups often feature experts offering advice or reassurance.

If you’re part of a team, hold regular meetings to share concerns, brainstorm solutions, and celebrate wins. Collaborative discussions can help spot opportunities or resolve sticking points faster than working alone.

Avoid Leniency and Adjust Your Strategy When Needed

While patience is critical, it doesn’t mean sticking to a failing plan. SEO success depends on continually refining your approach based on data and insights.

Recognise Warning Signs

After six months, if rankings haven’t budged, impressions remain flat, or organic traffic is stagnant, it’s time to investigate. Common issues include:

• Targeting overly competitive keywords.
• Weak or irrelevant content.
• Lack of quality backlinks.
• Technical issues like slow loading speeds or broken links.

Conduct a Thorough Audit

Use tools like SEMrush, Ahrefs, or Google Search Console to identify issues. For example:

• Run a site audit to uncover technical problems.
• Analyse backlink profiles for toxic links or gaps in authority.
• Check keyword rankings to ensure they align with search intent.

Adjust Your Tactics

If competitive keywords are holding you back, pivot to less crowded alternatives. For instance, instead of aiming for “best digital marketing agency,” try “digital marketing agency for small businesses in Birmingham.”

Similarly, rewrite certain pages with user intent in mind if they underperform. For example, a blog about “home fitness tips” might convert better if expanded into a comprehensive guide with specific workout plans.

Keep Building Backlinks

If backlinks are lacking, focus on outreach. Email bloggers in your niche who are offering guest posts or collaborations. For example, a gardening site could write an article for a DIY blog about eco-friendly gardening tips, linking to their site.

Don’t Hesitate to Seek Help

If progress remains elusive despite your efforts, consider hiring an SEO consultant. Their expertise can uncover opportunities or errors you might have missed, offering a fresh perspective.

The Long Game

SEO rewards those who balance patience with adaptability. By setting realistic goals, understanding keyword dynamics, and remaining proactive, you can overcome impatience and achieve meaningful, long-lasting results. Stay the course, and remember that even small wins are steps towards success.

When creativity dries up and you’re staring at a blank screen, it can frustrate any writer. Hitting a creative wall happens to everyone, no matter how prolific they might be. But here’s the good news: you can find fresh inspiration if you know where to look and what habits to change. Start by recognising that you’re not alone—every writer faces this struggle. Even the best of us hit slumps, but there’s a way out. Whether you’re an SEO content writer, blogger, or simply writing for fun, the key to getting your ideas flowing again lies in resetting your mindset, knowing when to step away, and discovering new perspectives. Here’s how to turn that creative block into a burst of article ideas, with practical steps to stay inspired and productive.

Stay Calm: Hitting a Creative Wall Happens to Everyone

When you’re in the middle of a creative block, it’s easy to panic. You might feel the pressure to deliver content quickly, which only adds to the frustration. The truth is, feeling stuck is a normal part of the writing process. Think of it as a reset rather than a failure. Some of the most famous writers and journalists have admitted to periods where they felt utterly uninspired, so you’re in good company.

Panicking is tempting, especially if deadlines are looming, but it only worsens the situation. Instead, take a deep breath and remember that the block is temporary. Often, the harder you push for an idea, the more it eludes you. Rather than viewing this as an obstacle, see it as a signal from your brain telling you it’s time to recharge. When you approach it calmly, you’ll feel more in control, making it easier to face the blank page with fresh eyes.

The Power of Taking a Break: Rest Is Your Friend

A short break is one of the most effective ways to restore creativity. While it might feel counterintuitive to stop writing when you need an idea, a brief escape from your routine can make all the difference. To produce new ideas, the mind needs time to wander, absorb, and reflect on experiences. This is especially true for writers who constantly generate new content for SEO or blogging.

Set a clear timeframe for your break—anywhere from a couple of days to a week—and don’t rush back to work until it’s over. During this time, immerse yourself in activities you enjoy but rarely have time for. Go for long walks, spend time outdoors, catch up on hobbies, or dive into that book you’ve meant to read. These moments of mental relaxation often spark inspiration without you even realising it. You’ll likely return to the keyboard with a new perspective, recharged and ready to write.

Shift Your Perspective: Everything Is Potential Inspiration

One of the best mindset shifts for finding inspiration is to see everything around you as potential material. Writers often overlook seemingly small, mundane details that could spark ideas for a fantastic article. Begin observing the world through a creative lens, paying attention to conversations, headlines, or even the patterns in daily life that might seem trivial at first glance.

Here’s an example: a quick comment from a friend about their grocery shopping experience could evolve into a piece about rising food costs, budgeting, or even online shopping habits. Even the smallest detail, like a strange fact you read or an issue you encounter daily, can be expanded into a fully developed article. The trick is training yourself to see ideas everywhere, to mentally file these snippets away as you encounter them. This shift might feel unnatural at first, but over time it becomes second nature, and ideas will begin popping up from the most unexpected sources.

Tap into New Inspiration Sources – News, Books, and Social Encounters

One of the richest sources of inspiration is the world around us. News stories, books, conversations, and meeting new people can all bring fresh perspectives and spark ideas. Staying up to date with current events is particularly helpful for an SEO content writer, as trending topics are always in demand. News stories often reveal social issues, trends, and fascinating subjects that you can explore and add your own unique angle.

Books offer a deeper look at different topics, allowing you to gather information from experts, fiction writers, or historical contexts. Even a few pages from a novel or a history book can inspire angles for new articles. If you prefer face-to-face interactions, try sparking conversations with friends, family, or strangers. People have unique stories, interests, and knowledge that can unexpectedly influence your work. They may mention something that resonates with you or triggers an idea. Keep your mind open and curious during these conversations, as this curiosity can lead to fantastic discoveries and potential article ideas.

Revisit Old Topics: Find New Spins on Familiar Content

Another effective strategy for creating fresh content is revisiting and reinventing old articles or popular topics. There’s no need to constantly chase new ideas when you can expand on previous content or look at a well-covered topic from a different angle. Old articles may be outdated or miss recent developments—updating them can give readers new insights and save you time creating something from scratch.

Think about how you can add a twist to familiar subjects. For example, if you’ve written about SEO trends before, consider a spin on how those trends apply specifically to specific industries or niches. Or, if you’ve covered work-from-home strategies, you could focus on productivity hacks for people in creative fields. Repurposing older content in this way keeps your blog current and offers long-time readers something fresh. This approach also helps you to develop depth on a subject, establishing you as a credible authority over time.

Keep a “Spark File” for Capturing Ideas on the Fly

Every writer should keep a collection of ideas, thoughts, and inspirations for future use. Think of it as your “spark file”—a document or notebook where you jot down everything that comes to mind. Whether it’s a single sentence, a phrase, or a potential title, record it as soon as it hits you. This way, you’ll never lose a great idea just because you couldn’t act on it immediately.

Keeping a spark file is helpful during creative droughts. When you’re struggling to think of a topic, look back through your notes for a boost. Over time, you’ll see patterns in your collected ideas, which can guide your writing. Some of your notes may even inspire multiple articles. By turning to this file, you can avoid getting stuck in the same routine and always have a backup source of inspiration.

Experiment with Formats and Structures

Finally, a good way to break out of a creative slump is to experiment with different formats or structures in your writing. If you typically write listicles, try a narrative or Q&A format instead. Changing up your approach can refresh your interest and bring new perspectives to familiar topics. This is particularly useful for bloggers and SEO writers who may feel like they’re constantly producing the same type of content.

Consider writing in a style or format unusual for you—try a fictional perspective, a conversational interview format, or even an infographic if that suits your topic. By pushing yourself outside of your usual structure, you’re more likely to come up with fresh angles and feel energised by the challenge. Different formats might also appeal to new readers, expanding your audience and your creativity.

Finding inspiration when you hit a creative wall is about seeing the block as part of the writing process. You can overcome it with the right mindset, a willingness to explore new sources, and the confidence to give yourself a break. A whole world of ideas is waiting if you know where to look. So, stay curious, keep notes, and don’t hesitate to try new things. Every writer has their dry spells, but the best ones know how to navigate them, coming out stronger, sharper, and ready to write again.

A strong keyword strategy is at the heart of any successful SEO project. Laser-focusing your approach isn’t just about selecting a list of high-volume words but crafting a plan that targets user intent, market trends, and competition insights. A well-formed strategy lets you reach the specific audience you want to attract while boosting your search engine rankings. In this guide, I’ll break down the essential elements of creating a keyword strategy that aligns closely with your SEO goals, including differentiating between general and specific keywords, researching your competition, and navigating the delicate balance between keywords and entities. We’ll dive into methods for choosing effective keywords, knowing when to pivot from poor choices, and harnessing cutting-edge entity-driven optimisation. By the end, you’ll have the tools to elevate your SEO project with a keyword strategy that brings precision and clarity.

General vs Specific Keywords: Finding the Right Balance

The first major decision in building a solid keyword strategy is choosing between general and specific keywords. Both have roles, but they differ significantly in attracting traffic and converting users.

• General Keywords: General keywords—like “shoes” or “coffee”—appeal to a broad audience and typically have high search volumes. However, their vague nature often means users are at various stages in the buying or discovery process. These keywords are highly competitive and can draw significant traffic, but that traffic often includes users who aren’t ready to convert. General keywords are valuable for building brand awareness and reaching wide audiences, though this often requires substantial resources.
• Specific Keywords: Also known as long-tail keywords, specific keywords offer more precision and often capture user intent more effectively. Examples include “Buy men’s leather boots in London” or “Best organic coffee beans for espresso.” While they usually have lower search volumes, these keywords are typically easier to rank for and attract users closer to taking action, making them ideal for conversion-focused strategies. Specific keywords require a deeper understanding of the user’s needs and behaviours but can yield highly targeted traffic with better conversion rates.

A strong keyword strategy may include both general and specific keywords to create a balanced approach. General terms serve as a foundation to build visibility, while specific keywords can capture highly relevant traffic, converting visitors into customers or loyal readers.

How To Find the Best Keywords for Your Project

Finding the right keywords requires both creative thinking and analytical skills. The goal is to identify keywords that reflect what users are searching for and align closely with your project’s purpose.

• Keyword Research Tools: Start with powerful keyword research tools like Ahrefs, SEMrush, or Google Keyword Planner. These tools provide insights into search volume, competition level, and related keywords, helping you understand what words or phrases are popular within your niche. Use these tools to gather a list of keywords matching your content goals.
• Audience Insights: Understanding your audience’s needs and search intent will significantly affect your keyword selection. Identify keywords that users might search for at different stages of their journey—whether they’re looking for information, comparing options, or ready to purchase. Conduct surveys, review customer feedback, or analyse comments to reveal valuable terms or questions that could turn into keywords.
• Trends and Seasonal Keywords: Keywords fluctuate in popularity, and tracking these trends can help you capture traffic when it matters most. Use Google Trends to detect seasonal keywords or emerging phrases relevant to your industry. For example, “best summer coffee blends” might see spikes in warmer months, providing a seasonal angle to your content strategy.

Combining these methods allows you to identify a well-rounded set of keywords that fits your project goals, from attracting awareness to driving conversions.

Analysing Your Competitors’ Keyword Choices

Understanding your competition’s keyword choices is critical to crafting a winning SEO strategy. This step isn’t about copying; it’s about discovering where competitors are strong, where they fall short, and where opportunities for your project lie.

• Identify Key Competitors: Begin by identifying your main competitors—those who rank well for similar keywords. SEO tools like SEMrush and Ahrefs offer features to analyse competitor domains, showing you their top keywords, rankings, and content.
• Evaluate Keyword Gaps: Competitor research tools allow you to compare your keywords against those of competitors, revealing “keyword gaps”—terms they rank for that you’re missing. Filling these gaps can help you cover more ground in search results. Be mindful, however, of choosing only keywords that genuinely align with your project, as not all gaps are worth pursuing.
• Look Beyond the Top Competitors: Small or niche competitors can sometimes offer valuable insights into less obvious keyword opportunities. Their more specific, long-tail keywords may be ideal if your project targets a unique audience or sub-niche. This approach can lead to keywords with lower competition but high relevance.

Analysing competitors lets you gain a clearer picture of the landscape and can help you find areas where you can impact. When done right, this research provides a wealth of information to strengthen your keyword strategy and content positioning.

Recognising and Replacing Poor Keyword Choices

Even with careful planning, some keywords won’t perform as expected. Recognising poor choices early on and making adjustments is crucial to keep your strategy on track.

• Low-Performing Keywords: If a keyword brings minimal traffic or has high bounce rates, it may not match user intent. Tools like Google Analytics can help identify these low-performing keywords, indicating when a switch may be necessary. Look for patterns that reveal why users leave quickly or fail to convert.
• Check User Intent and Relevance: A keyword might appear promising but still fall short if it doesn’t align with what your users are truly looking for. If your content doesn’t satisfy their intent—whether informational, navigational, or transactional—it’s worth re-evaluating. Test content adjustments or try variations of the original keyword that may align better with user needs.
• Explore Related Keywords: Switching to related keywords, or LSI (Latent Semantic Indexing), can improve engagement by capturing slightly different but highly relevant searches. For example, if “affordable gym memberships” underperform, “cheap fitness subscriptions” might deliver better results.

Making adjustments is a natural part of SEO. Continually analysing performance helps you adapt your keyword strategy and maintain its effectiveness.

Keywords vs Entities: The Next Level of SEO

Advanced SEO isn’t solely about keywords; entities quickly become critical to effective search optimisation. Entities represent concepts, people, places, or ideas and go beyond the simple keywords model by providing a more nuanced understanding of search queries.

• What are Entities? An entity could be anything with a unique identity—like a brand, an individual, or a product. Google increasingly uses entities to understand content and provide more relevant search results. For instance, it understands “Einstein” not just as a name but as an entity connected to science, relativity, and theoretical physics.
• Entity-Based Optimisation: Instead of focusing solely on keywords, entity-based optimisation builds content around broader, semantically related concepts. This approach can enhance your content’s relevance and authority. For instance, if you’re optimising for “digital marketing”, mentioning associated entities like “content strategy”, “SEO techniques”, and “social media platforms” can strengthen your content’s relevance.
• Using Schema Markup for Entities: Schema markup is a form of structured data that helps search engines understand the entities in your content. Adding Schema markup can improve the likelihood of achieving rich SERP results, attracting more attention and clicks. For example, if your content covers the entity “London”, the schema might include details about related landmarks, culture, or demographics.

Entities allow advanced content creators to optimise beyond traditional keywords, providing a powerful way to build authority and improve search rankings. Understanding and leveraging entities can give you an edge over competitors as search engines evolve.

Bringing It All Together

Creating a laser-focused keyword strategy requires balancing precision with adaptability. The process is about constant evaluation and optimisation, from choosing between general and specific keywords to refining based on performance. By researching competitor strategies and understanding the role of entities, your SEO project gains the depth it needs to stand out in a crowded digital landscape. With a clear and strategic approach to keywords, you’ll be well-equipped to capture relevant traffic, improve engagement, and achieve better results for your project.

Becoming a successful SEO content writer takes more than just good grammar and a flair for words. In this role, you’ll need to juggle multiple responsibilities, often on tight deadlines, and deliver content that ranks high in search engines while keeping readers engaged. It’s a tough balance. But if you’re determined, have the right mindset, and are equipped with the right qualities, you can thrive in this field.

Below, I explore the five essential qualities to succeed as an SEO content writer.

Persistence: The Long Haul Is Part of the Job

SEO content writing is not a sprint. It’s a marathon requiring dedication, patience, and, above all, persistence. You’ll frequently work on projects that don’t show immediate results, which can be frustrating.

Imagine you’re working on a comprehensive content strategy for a client’s website. The traffic stats barely budge after weeks of writing optimised articles, tweaking meta descriptions, and carefully selecting keywords. It’s easy to feel disheartened. But SEO success doesn’t happen overnight. Results can take months to materialise. Your articles must age, gain authority, and climb the search engine rankings.

The secret here is to keep going. Persistence means understanding that SEO is a long-term investment. The work you’re doing today might not bear fruit until several months down the line. You’ll have to trust the process and keep refining your approach without expecting instant gratification.

Sometimes, you’ll need to go back and optimise articles repeatedly as algorithms change or when new trends and keywords emerge. This continual tweaking is part of the job. For those who can push through and stay committed, the rewards will come, but the long-haul vision separates the casual writers from the dedicated professionals.

Patience: Repetition Comes With the Territory

If persistence is the fuel, patience is the engine that keeps you moving forward as an SEO content writer. SEO work involves a lot of repetition, and not just in terms of the writing itself. You might be tasked with creating content for several websites within the same industry, often writing about similar topics repeatedly.

Think about the various aspects of SEO writing—keyword research, creating meta tags, or writing blog posts with consistent tone and structure. These tasks can quickly become routine, and the novelty wears off fast. It’s like making the same recipe every day but still needing to tweak the ingredients slightly to get the best result.

The key to surviving and thriving in this environment is patience. You’ll need it when running keyword analysis for the hundredth time. You’ll need it when updating content that looks almost exactly like the previous blog post you just finished. You’ll need it when you’re fine-tuning your formatting for the umpteenth time to meet a client’s specific SEO guidelines.

Successful SEO content writers understand that patience helps them to be more effective. Even when the tasks seem monotonous, the patient writer ensures each detail is correct, knowing that these small tweaks could make the difference between page three and page one of the search results.

Creativity: Ideas Must Flow Constantly

SEO content writing isn’t just about optimising for search engines—it’s about engaging readers. To do that, you need a well of creativity. Every day, you’ll be tasked with coming up with fresh ideas for articles, blog posts, landing pages, and other web content. And you’ll need to do this across various topics, industries, and tones.

Imagine being assigned an article on something as mundane as plumbing. You’ve already written ten posts about blocked drains, leaky taps, and how to maintain a boiler. Where do you go next? Creativity allows you to find a new angle, approach the topic differently, or tie it to a current trend. Perhaps you explore sustainable plumbing practices or how home renovation trends impact the plumbing industry.

Your creativity needs to be both boundless and practical. It’s about finding a fresh take while staying within the framework of SEO. This means entertaining and engaging your audience, weaving in keywords, and maintaining the structure required for optimal ranking.

Creative thinking also comes in handy when it’s time to brainstorm content strategies. When a client gives you a vague brief or a broad topic, it’s your job to develop the hooks and structure to turn it into a series of well-optimised, user-friendly posts.

Curiosity: An Endless Hunger to Learn

SEO content writing spans almost every topic imaginable. One week, you might write about the latest tech gadgets; the next, it’s gardening tips or financial advice. You need a genuine sense of curiosity to be truly effective in this role.

Curiosity means constantly being willing to learn. You’ll need to be interested in understanding how different industries operate, what readers are searching for, and what the latest trends are. That might mean reading up on topics you never thought you’d explore, like blockchain technology or high-end fashion. If you’re not naturally curious, you’ll quickly feel overwhelmed by the variety and depth of subjects you must write about.

Moreover, search engine algorithms are always changing, and to stay on top of your game, you must keep up with the latest SEO techniques and tools. A Curious writer is always looking for ways to improve their skills, learn new content strategies, and embrace emerging trends, from voice search optimisation to AI-assisted writing tools.

A successful SEO content writer approaches each topic with an open mind and an eagerness to delve into new areas. This curiosity enables you to write in-depth, informed articles, even on topics that might initially seem foreign or dull.

Analytical Thinking: Breaking Down Data to Improve

Lastly, analytical thinking is a non-negotiable skill for an SEO content writer. You’ll constantly work with data, from traffic statistics and keyword analysis to conversion rates and engagement metrics. Breaking down this data and making sense of it is vital to improving your writing and SEO strategy.

For instance, you may write a fantastic piece of content that ticks all the boxes—great readability, engaging headlines, and optimised keywords. Yet, the piece doesn’t perform well in traffic or conversions. As an analytical thinker, your task is to figure out why. Maybe the keyword was too competitive, or the call-to-action wasn’t strong enough.

You’ll need to examine the data and use that information to adjust your approach. This might involve tweaking headlines, refining keywords, or changing the structure of your content to improve user engagement. Analytical thinking allows you to see the bigger picture and helps ensure that your content isn’t just good on paper but also delivers results in the real world.

In SEO writing, data should always inform your decisions. Whether choosing the right keywords or analysing competitors’ content, your ability to interpret and act on data will set you apart from the competition.

Conclusion

Becoming a successful SEO content writer requires more than just a love for words. It’s a demanding but rewarding field that demands persistence, patience, creativity, curiosity, and a sharp analytical mind. If you possess these qualities, you’ll be well-equipped to navigate the challenges and succeed in delivering content that ranks well and resonates with readers. With time, experience, and the right mindset, success in SEO content writing is more than achievable.

If you want to turn SEO keyword analysis into traffic, you’ve got to go beyond just finding a list of relevant search terms. It’s about carefully selecting the right keywords that resonate with your audience, making them work on your site, and adjusting based on real-time traffic data. SEO keyword analysis is not a one-off task—it’s an ongoing process. To drive traffic, you’ll need to understand the search intent behind each keyword, optimise your website’s content, and continuously monitor and refine your approach. You can attract traffic without getting lost in the crowd by striking a balance between high- and low-competition keywords. Tools like Google Keyword Planner and Ahrefs can make this process easier, but knowing how to interpret the data is key. Let’s break down how to approach keyword analysis for successful SEO and ultimately bring more people to your site.

Optimising Your Website with Keyword Analysis

Keyword analysis can be intimidating initially, but the goal is simple: identify search terms that people use to find content like yours and tailor your site to match. Start by looking at your website and identifying the core topics relevant to your audience. You’ll need to build a keyword strategy around these topics.

Consider the buyer’s journey—what stage is your audience in when they land on your site? Are they looking for information, comparing products, or ready to buy? Understanding this will help you select the right keywords to target. For example, someone searching “best running shoes for beginners” is likely still in the research phase, whereas “buy Nike running shoes online” suggests they’re ready to make a purchase.

Once you’ve mapped out your core topics and the search intent behind them, it’s time to generate keyword ideas. This is where keyword research tools come in handy, but we’ll get to that later. Remember that keyword analysis is about aligning your content with what people are searching for and ensuring it provides value.

Balancing Low-Volume and High-Volume Keywords

One of the biggest challenges in keyword analysis is finding the balance between low-volume and high-volume keywords. High-volume keywords—those that get thousands of searches a month—are attractive because of their potential to drive large amounts of traffic. However, they’re also incredibly competitive. Everyone wants to rank for “best smartphones 2024” or “cheap holidays in Spain,” but you might struggle to rank for those terms without an established website with high domain authority.

Low-volume keywords might not seem as exciting at first. Fewer people are searching for them, so the traffic potential is lower. But the competition is also much less fierce, meaning you have a better chance of ranking. You can slowly but steadily increase your traffic over time by targeting several low-volume keywords.

So, how do you strike the right balance? The trick is to have a mix of both types in your strategy. You can think of it like investing. Some of your “portfolio” will be in big, high-reward keywords, but you’ll also want safer, low-competition bets that give you a steady flow of visitors.

A good way to determine this balance is to consider your current standing in the industry. If you’re a small business or a new website, start with long-tail keywords—phrases that are more specific and thus have lower competition. For example, instead of targeting “laptops,” you might choose “best laptops for graphic designers 2024.” You can start targeting higher-volume keywords as your site grows and gains authority.

Tools for Keyword Analysis

Now that you’ve got a strategy in mind, it’s time to dive into the tools that will help you execute it. Thankfully, there are several excellent options, each with its strengths.

• Google Keyword Planner: This is the go-to tool for many because it’s free and integrated with Google Ads. It shows search volume, competition, and suggested bid prices for PPC ads. While its data is useful, the keyword ideas it generates tend to be fairly broad, so it’s best used as a starting point rather than the sole tool for your analysis.
• Ahrefs: Ahrefs is one of the most comprehensive SEO tools out there. It helps with keyword research and provides a detailed analysis of your competitors’ keyword strategies, backlink profiles, and overall SEO health. The tool allows you to see what keywords your competitors are ranking for, which can give you ideas for your strategy. Its “Keyword Explorer” feature is especially useful for finding high- and low-competition keywords.
• SEMrush: Like Ahrefs, SEMrush offers a full suite of SEO tools, but its keyword analysis features are particularly strong. One advantage of SEMrush is its Keyword Magic Tool, which gives you access to over 20 billion keyword ideas. It’s great for finding niche keywords and long-tail phrases that might not appear on Google Keyword Planner.
• Ubersuggest: A more budget-friendly option, Ubersuggest provides keyword ideas along with search volume, difficulty scores, and even content ideas based on your selected keywords. It’s a solid tool for smaller businesses or individuals who don’t need all the bells and whistles of more expensive platforms.
• Moz: Moz’s Keyword Explorer is another well-known tool that provides keyword suggestions, search volume estimates, and a “priority” score that helps you decide which keywords are worth targeting based on a mix of volume, difficulty, and your site’s current standing.

By combining several of these tools, you can get a more complete picture of the keyword landscape. Each tool has its own quirks, so it’s worth experimenting with a few to see which one best suits your needs.

Adjusting Your Keyword Strategy Based on Traffic

SEO isn’t static, and your keyword strategy shouldn’t be either. Once your site is up and running with a few carefully chosen keywords, you’ll need to monitor your traffic closely. Are people finding your site through the keywords you targeted? Or are you attracting visitors through unrelated searches? Analysing this data will give you insights into what’s working and what’s not.

Google Analytics is your friend here. It lets you see which keywords drive traffic and which pages perform well. If you’re not seeing the expected results, it might be time to adjust your strategy.

You targeted a high-volume keyword, but your site isn’t ranking well. This could indicate that you’re not yet ready to compete for that term. Try refocusing on lower-competition keywords to build up traffic and authority. On the flip side, if you notice that a low-volume keyword is driving unexpected traffic, consider expanding your content around that term to capture even more visitors.

It’s also important to consider the quality of the traffic you’re receiving. Are visitors bouncing off your page after a few seconds, or are they sticking around and engaging with your content? If your bounce rate is high, it could indicate a mismatch between the keywords you’re targeting and the content you’re providing. In that case, you might need to adjust your keywords to align with your audience’s expectations.

By regularly reviewing your keyword performance and being willing to pivot when necessary, you can keep your SEO strategy fresh and effective.

Conclusion: SEO Keyword Analysis That Works

Keyword analysis isn’t just about picking the right words—it’s about understanding your audience and creating a strategy that fits their needs. Start by optimising your website with carefully chosen keywords, then find the balance between high- and low-volume keywords to maximise your chances of ranking. Use tools like Google Keyword Planner and Ahrefs to guide your decisions, but remember that SEO is an ongoing process. Keep an eye on your traffic and be ready to adjust your strategy as needed to keep those visitors coming.

Social media platforms have transformed the way businesses attract visitors to their websites. With billions of active users scrolling through Facebook, Twitter (now X), Instagram, and TikTok daily, these platforms have become prime real estate for traffic generation. The key is knowing how to tap into these networks effectively. A well-planned social media strategy tailored to your business can drive meaningful traffic, increase conversions, and grow your online presence. The answer lies in understanding each platform’s unique audience and using the right content to engage them. By creating engaging posts, understanding your brand’s personality, and leveraging paid ads, you can use social media as a direct pipeline to your website.

How to Create a Comprehensive Strategy for Your Social Media Channels

The first step to using social media effectively is to develop a clear and actionable strategy. This will help you avoid wasting time on platforms that may not work for your business. Here’s how to do it.

Identify Your Audience

Before posting anything, you need to know who you’re speaking to. Are they teens on TikTok, professionals on Twitter, or general consumers on Facebook? Spend time researching your audience’s demographics. This will help you choose which social media channels to focus on and which content will resonate most with them. Different social networks attract different user bases. Facebook tends to appeal to older users, Instagram is popular among millennials and Gen Z, and Twitter (now X) caters to professionals and thinkers. At the same time, TikTok is the domain of younger audiences and creators.

Set Clear Goals

Every strategy needs clear goals. These could be increasing traffic to your business website, improving brand awareness, or driving more sales. Make sure these goals are measurable. For instance, aim for a certain percentage increase in traffic within a specific timeframe. This will give you something concrete to work towards and help you evaluate your progress.

Create a Content Calendar

Consistency is critical to maintaining a presence on social media. Using a content calendar, you can plan posts in advance and ensure your accounts remain active. Aim to post regularly, but ensure the quality of your content remains high. On Instagram, this could mean posting daily, while on Twitter, you might need multiple daily tweets to stay visible.

Leverage Paid Advertising

While organic posts are crucial for building relationships with your audience, paid social media advertising can significantly boost your traffic. Each platform offers advertising options that allow you to target specific demographics, interests, and behaviours. Facebook Ads, for example, let you create campaigns that direct users to your website, while TikTok’s paid ads are great for reaching younger audiences.

What is the Best Content to Use on Facebook?

Facebook is still one of the largest social networks with a broad user base, which makes it a great platform for businesses across many sectors. Here’s what works best on Facebook.

Long-form and Informative Posts

Facebook’s algorithm tends to favour posts that spark discussion. Use this to your advantage by crafting long-form posts that provide valuable information and prompt users to engage. Whether it’s industry insights, business updates, or even blog post snippets, providing depth will set you apart from businesses that only post promotional content.

Video Content

Facebook loves videos. From short product demos to longer live streams, videos consistently perform better than static images or plain text posts. Live streaming on Facebook is especially powerful for engagement. You can host Q&A sessions, tutorials, or product launches, encouraging users to visit your website for more information.

Links with Catchy Headlines

Unsurprisingly, Facebook remains one of the best platforms for sharing links. You can post links to your blog posts, product pages, or landing pages, but always make sure the headline is irresistible. A clever headline will get users to click on your post and share it, driving even more traffic to your site.

What is the Best Content to Use on Twitter/X?

Twitter (now X) is a fast-moving platform where concise, to-the-point content thrives. Knowing how to craft posts for this platform can drive significant traffic to your site.

Short and Snappy Tweets

The beauty of Twitter is its brevity. Tweets have a limited character count, so ensure your message is sharp and clear. Use a strong call to action to encourage people to click through to your website. Keep your tweets simple and actionable, whether it’s a blog post, product page, or special offer.

Trending Hashtags

Use relevant hashtags to help your tweets appear in searches and trending topics. This can dramatically increase your reach, especially during major events or industry news. For example, during big product launches or industry conferences, find and use trending hashtags to link to relevant content on your website.

Engage with Your Audience

Unlike Facebook, Twitter works best when you interact with your audience. Engage in conversations, respond to comments, and retweet relevant content. This builds relationships and keeps you visible in your followers’ timelines. When the conversation feels natural, guiding users to your website is easier.

What is the Best Content to Use on Instagram?

Instagram is a visual platform, and the key to success is creating engaging, aesthetically pleasing content. Here’s what you should focus on.

High-quality Images

Instagram is all about aesthetics. Businesses that post polished, professional-looking photos attract the most engagement. Whether it’s product images, lifestyle shots, or user-generated content, aim for high-resolution, well-composed visuals. If you sell physical products, make sure your posts tell a visual story. For instance, show your products used in everyday life, which can drive traffic to your product pages.

Stories and Reels

Instagram’s Stories and Reels are excellent for driving engagement. Stories offer a short, time-sensitive way to connect with your audience, while Reels are great for short, catchy videos that entertain or educate. Add links to your stories to lead viewers to your website, and use Reels to showcase quick tutorials, behind-the-scenes clips, or product teases.

Influencer Collaborations

Partnering with Instagram influencers can help introduce your business to new audiences. Influencers can create content that features your brand and encourages their followers to visit your website. This works especially well for fashion, beauty, and lifestyle brands.

What is the Best Content to Use on TikTok?

TikTok has exploded in popularity, especially with younger audiences. But to succeed on this platform, you need to embrace creativity.

Short, Engaging Videos

TikTok’s short video format requires creativity. Videos between 15 to 60 seconds tend to perform best, so focus on concise, entertaining content. Whether it’s product demos, challenges, or humour, aim to quickly capture the viewer’s attention. Brands that create fun and relatable content on TikTok often see it go viral, driving significant website traffic.

Challenges and Trends

TikTok is built on trends and challenges. Participate in viral challenges or create your own branded challenge. This content can spread quickly and dramatically increase your brand’s visibility. Include calls to action that direct users to your website for more information, product links, or special offers.

Behind-the-scenes Content

TikTok users love seeing the human side of brands. Share behind-the-scenes footage, day-in-the-life videos, or personal stories about your business. This type of content feels authentic and helps build trust with your audience.

Which Social Media is Best for What Sectors?

Different social media platforms work better for certain industries. Here’s a breakdown of which platforms work best for specific sectors:

• Facebook: Ideal for eCommerce, local businesses, and industries that rely on community engagement (e.g., hospitality, real estate).
• Twitter/X: Best for tech, news, politics, and industries that thrive on real-time engagement (e.g., media, finance).
• Instagram: Perfect for visual-based industries like fashion, beauty, travel, and food.
• TikTok is best for brands targeting younger demographics or those that can produce entertaining, creative content (e.g., entertainment, fitness, beauty).

In summary, social media channels offer unique opportunities to drive website traffic. By tailoring your strategy and content to each platform, you can connect with the right audience and lead them directly to your business site.

Creating engaging SEO content for a small service-oriented business is about understanding your audience and what makes your business unique. Small businesses must be smart with content strategies, unlike big brands with vast budgets. The aim is to attract the right customers without breaking the bank. The key lies in thorough research, knowing your competitors, crafting unique and compelling content, and using all available channels to stand out. It’s not just about being on the web; it’s about being found by the people who need your services. So, how does a small service-oriented business do this? By following a few strategic steps:

• Researching your niche
• Understanding your competitors
• Getting creative with your content
• Standing out with unique value
• Leveraging social media and other traffic channels

Here’s a closer look at how these elements can help your business create SEO content that engages and converts.

Understand Your Niche: Research Keywords and Entities

The first step to creating engaging SEO content is understanding your niche. Knowing the right keywords is vital. Think of keywords as the bridge between your business and potential customers. People type these words into search engines when they need a service you provide. But it’s not just about using popular keywords; it’s about finding the right ones that are specific to your niche and have a decent search volume but aren’t too competitive. For instance, if you run a small plumbing business, you might focus on long-tail keywords like “emergency plumber in [your town]” rather than just “plumber.” Long-tail keywords tend to have less competition and are more likely to bring in high-quality leads—those ready to make a booking.

Researching topical entities is equally important. These are concepts or topics that search engines associate with a particular keyword. Understanding these can help you create content that’s not just focused on keywords but also on related topics your audience cares about. Tools like Google’s Keyword Planner, SEMrush, or Ahrefs can provide valuable insights into keyword performance and help you understand what content ideas are trending in your industry. The goal is to ensure your content is relevant and comprehensive enough to satisfy user intent and search engine algorithms.

Know Your Competition: What Are They Doing Right (And Wrong)?

Researching your competition is the next critical step in developing engaging SEO content. Understanding what your competitors are doing well can provide insights into what works within your niche. Start by identifying your top competitors, those businesses that appear on the first page of search engine results for the keywords you’re targeting. Look closely at their content—what kind of articles are they writing? What tone are they using? What keywords and topical entities do they focus on? This analysis can provide a wealth of information on what topics are popular and which content strategies are effective.

However, don’t just focus on what they’re doing right; pay attention to their gaps and shortcomings. If your competitors are not addressing specific questions or providing limited information on a particular topic, that’s an opportunity for you. You can create content filling these gaps, positioning your business as a more comprehensive and valuable resource. Analysing competitors’ backlinks can help you understand which content is performing well and driving traffic. Use this information to create even better content that attracts high-quality backlinks to your site.

Get Creative: How To Write Content That Grabs Attention

Simply stuffing your content with keywords is no longer enough to capture an audience. Creativity is critical to grabbing and keeping your audience’s attention. To make your content stand out, focus on writing in a way that speaks directly to your audience’s pain points and needs. Storytelling can be a powerful tool here. Share stories that illustrate how your service solves everyday problems. This not only makes your content more engaging but also more relatable.

Another way to grab attention is through the use of strong headlines. A headline is the first thing a reader sees; if it doesn’t catch their eye, they won’t click on the article. A good headline is clear and concise and promises to deliver something valuable. Also, don’t be afraid to use different types of content to engage your audience. Blog posts, how-to guides, videos, infographics, and podcasts can all be used to reach various segments of your audience and cater to different content consumption preferences. Remember, content should not only inform but also entertain and inspire action.

Stand Out By Highlighting Your Unique Value Proposition

For a small business, standing out is often about showcasing what makes you different from your competitors. Your content should communicate your unique value proposition (UVP) – that special something that only you can offer. Is it your exceptional customer service? Your deep local knowledge? Or maybe it’s the fact that your business is family-owned and run? Whatever it is, your UVP should be woven throughout your content.

Case studies and testimonials can be very effective here. They provide social proof and help build trust with potential customers. Share stories from satisfied clients, highlighting the specific benefits they gained from using your services. This not only helps in showcasing your expertise but also provides practical examples of your work in action. Also, consider creating content that directly addresses common customer queries or concerns. This positions you as a helpful resource and helps improve your site’s SEO by targeting relevant keywords and queries.

Use Social Media and Alternative Channels for Traffic

While SEO is crucial for attracting organic traffic, using social media and other channels to promote your content and engage with your audience is equally important. Social media platforms like Facebook, Instagram, and LinkedIn are excellent for sharing your content and reaching a wider audience. But don’t just post links to your content—engage with your followers. Ask questions, start discussions, and respond to comments. This not only increases your reach but also helps to build a community around your brand.

Besides social media, consider other channels like email marketing, guest blogging, and even podcasts to reach different audiences. Email marketing, for instance, allows you to deliver your content directly to people who have already expressed interest in your services. Guest blogging on reputable websites in your industry can help you tap into new audiences and build backlinks to your site. Podcasts are a great way to share expertise and build authority in your niche. Collaborate with others in your industry to cross-promote and increase your reach.

Conclusion

Creating engaging SEO content for a small service-oriented business requires a blend of research, creativity, and strategic promotion. By understanding your niche, keeping a close eye on the competition, creating attention-grabbing content, highlighting what makes you unique, and leveraging multiple channels, you can create a powerful content strategy that drives traffic and converts visitors into loyal customers. Remember, the aim is to attract visitors and provide them with valuable information that answers their questions and meets their needs. This is how you build trust and a loyal customer base.

“So, how are you going to help our business grow?” It is the question that, sooner or later, will pop up in your selling pitch to any astute manager or business owner. It usually serves as your cue to go on a mini-lecture on SEO and how it can take a business to the next level. Optimising specialists tend to forget that managers do not want to listen to lectures but look for concrete solutions, and that’s what we will talk about today. 

Yes, SEO means “search engine optimisation”, but going for the #1 ranking for a specific keyword is not always the best building stone of an optimisation strategy. Let’s look at the three most common scenarios and how we adjust our approach respectively. 

Service or product-based businesses

Or what we call “enterprise SEO”. Whenever we optimise for a specific product or service, the only successful approach is to go through a traditional SERP (search engine ranking position) campaign. Before we start creating content or backlinking, though, our primary focus is on research – choosing the correct keyword may prove to be the difference between triumph and disaster. Once you get the keyword straight, the rest is hard work, ingenuity, and stubbornness – the combination of these three never fails.

Entertainment or content-based projects

If you want to build up an online magazine or a news outlet in any sphere – sports, fashion, politics, tech, energy, environment, or science – the SERP strategy obviously cannot work. Why? First, you won’t be able to come up with a specific keyword for optimisation. Second, even if you do, it will be implicitly too general – therefore, you cannot realistically expect to get to the top-ranking spots. Third, you have to create fresh content on various topics that rarely fall into the same category, let alone the same keyword. 

What is the alternative? Here are the main things you have to concentrate on:

• Creating high-quality, engaging content – choose quality instead of quantity.
• Interact with your audience – respond to comments, allow discussions, create a forum section on your website, and invite criticism and suggestions.
• Build a social media following – employ Facebook, Twitter, YouTube, and other media outlets to increase your exposure. 

Individual or “mixed” strategy

The best example for that group are projects we’ve had in the tourism or restaurant field. While people do search by keyword, for example “Best hotels in Venice, Italy”, images and videos are the most powerful tool to attract more eyeballs. When it comes to hotels and restaurants, the best way to promote them is visually – people want to see where they will stay, gorge on the image of their desired dish, and feel the atmosphere of the place, watching an aerial video of the surroundings. 

Do you want to be competitive in the tourism business? Forget about success without a YouTube or Pinterest channel! They are a far more potent tool than a hundred posts you will write in your blog!