How to Build a Winning SEO Strategy for Your Company

August 9, 2016 Brian Beattie

Why SEO?

The reality of today’s world is that people search online for answers to their questions. Access to information is boundless and if someone is struggling with a problem, they can usually find a solution with a quick online search.

You want to be sure that your software company can be found when your target customer initiates a search. That’s accomplished with a solid SEO strategy.

Understand Google

Google’s search algorithm is a bit of a mystery, but it’s widely appreciated that Google favours meaningful and authentic content over all else. The extent to which the content on your website is deemed to be “relevant” is what ultimately facilitates your ranking in Google search results. Artificial keyword “stuffing” is not going to help you – quality content, sprinkled with thoughtful keyword terms is best.

Anticipate the Search

What problems is your target customer having? What is holding them back? What are their pain points? If you know the answers to these questions, you can anticipate what they will be searching online.

Generate Content That Answers Questions

Authentic and dynamic content that directly addresses your target customer’s pain points will resonate best. Respond with thought leadership insight on how to solve the very problems that your target is battling. Be sure to share your content resources regularly – at least 2-3 times every week.

Choose Keyword Terms that Are Being Used

You may think that a highly technical term is a good descriptor of your software solution. But if it’s too jargon-y and not very well understood by your target customer, it’s not likely being searched. Make sure you choose terms with low competition and high search volume.

Benchmark Against the Competition

You should conduct a thorough analysis of your keyword performance and then compare that against your biggest competitors. See where there are the best opportunities for optimization. This important step often reveals gaps in your keyword strategy can highlight terms that you may have overlooked.

Don’t Overlook Inbound Links

While content is the most important part of SEO strategy, inbound links also play a really critical role in how you rank. Make sure that partners, associations, customers, and even media outlets are linking back to your website. The higher their Page Rank, the better value the inbound link will be.

Analyze, Analyze, Analyze

You may be well-optimized one month but flat the next. It’s essential that you continue to monitor and track your keyword performance and website traction month to month. Make sure you examine your traffic sources, bounce rates, and conversion goals so that you can continue to refine your SEO strategy over time.

About the Author

Brian Beattie

Brian Beattie is the Chief Financial Officer at Volaris Group. Besides overseeing the financial health of the company, he works closely with Volaris’ legal and M&A team on all new acquisitions. Brian is an expert on every stage of the M&A process – from sending out the non-disclosure agreement to executing the sales purchase agreement.

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