When I led Macy’s Marketing Insights Team, my team and I met with our SEO and SEM Directors, as well as their Google/Bing counterparts on a bi-weekly basis to align on the latest trends and customer data. This helped ensure that we were staying ahead of any algorithmic changes that Google may have implemented, as millions of dollars were being funneled into this channel, which was one of our most profitable channels.
Search engine optimization (SEO) is a powerful tool in any digital marketing arsenal. It’s a way to ensure your website shows up at the top of search engine results pages, making it easier for potential customers to find you. But with so many companies vying for the top spot, how do you make sure your website stands out? The answer lies in learning from the best. In this guide, we’ll look at the secrets of Fortune 300 companies’ successful SEO strategies and give you tips for implementing them yourself.
#1: Content is King (But You Need to Rule It)
Did you know that high-quality content is the most important factor for SEO? According to a survey of SEO experts by SEMrush, content quality beat out backlinks, user experience, and even mobile-friendliness as the most important ranking factor. But here’s the catch: just having content isn’t enough. You need to make sure your content is high-quality and well-optimized. This means using keywords in strategic places, creating comprehensive, long-form content, and structuring your pages in a way that’s easy for search engines to understand.
#2: Build Authority by Building Links
While content is king, backlinks are the queen of SEO. In fact, according to Google, links are one of the top three ranking factors for search. But not all links are created equal. To get the most value from your backlinks, you need to build them strategically. This means reaching out to high-authority websites and publications in your industry and creating link-worthy content that’s worth sharing.
#3: On-Page Optimization Is Your Foundation
Before you start building links and creating content, it’s important to make sure your website is well-optimized. This means taking care of on-page factors like meta tags, title tags, and header tags. These elements may not be as glamorous as content and links, but they’re critical for making sure search engines can crawl and understand your website.
#4: Keep an Eye on Your Competitors
Did you know that your competitors can be your best source of SEO inspiration? By analyzing your competitors’ websites, you can identify opportunities for improvement and make sure you’re not missing any key ranking factors. Use tools like SEMrush, Ahrefs, and Moz to track your competitors’ rankings, backlinks, and content, and take notes on what’s working well for them.
#5: Don’t Forget About Technical SEO
In addition to on-page optimization, technical SEO is another critical component of a successful SEO strategy. This means taking care of factors like site speed, mobile-friendliness, and crawlability. If your website isn’t technically sound, even the best content and links won’t help you rank higher.
By following these five lessons, you’ll be on your way to SEO success. But remember, SEO is a long-term game, and it takes time and effort to see results. Keep experimenting, testing, and refining your approach, and soon you’ll be well on your way to dominating the search engine rankings.