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Building a great SEO strategy: 7 tried-and-tested tips


For businesses across every industry, the goal for their SEO strategy is clear: to increase brand visibility and capture the right audience before they turn to your competitors. 

SEO (Search Engine Optimisation) has emerged as a powerful part of your marketing. It’s able to boost your rankings on search engines and help you to become the site of choice.  

But, how to start? An effective SEO strategy is one that’s grounded in thorough research, targets the right keywords, and prioritises the experience of users throughout. Below, we’re taking a look at some of our best tips for creating your SEO strategy, the core things to consider, and some of the most important factors to include.  

Just some of these are: 

  1. Finalise your primary keywords before you start 
  2. Use the right metrics and tools to monitor your progress 
  3. Regularly update and refresh your content 
  4. Build quality backlinks 
  5. Adopt a long-term mindset 
  6. Optimise your technical SEO, as well as your on-page efforts 
  7. Partner with a specialist agency 

Finalise your primary keywords before you start 

Before you dive into a search engine optimisation strategy, do you know what you’re optimising?  

An effective SEO strategy is just that – strategic. Take some time to ensure that you’re targeting the best keywords possible to accelerate growth. It also means that any efforts in the future aren’t spent chasing unachievable or irrelevant keywords. 

This might be the most important stage of any strategy’s creation, as these keywords will dictate the next six months of content (at least). So, don’t be afraid to spend a little longer on this stage.  

While we could write entire blogs on just this stage alone, the general rule of thumb is to consider keywords with a decent monthly search volume and a difficulty which matches the stage of your site’s growth. 

For example, imagine that you’re a small local running shop. Trying to rank for difficult keywords (i.e. running shoes) on Google’s first results page might not be the most realistic part of your strategy. More specific, less-difficult, keywords (i.e. ‘running shoe shops in Bristol’) may be more achievable.  

While this keyword has a lower search volume, these readers are more likely to be suited to your offering and may have a better chance of converting.   

Want to learn more? Discover why SEO strategies can’t wait until your site is built

Use the right metrics and tools to monitor your progress 

So, your goals are set, your keywords are chosen, and your wider efforts are underway. How can you tell if these efforts are working?  

You need to have a clear idea of the metrics that you’re using to measure success, and the right reporting tools to do so.  

Several different metrics can be used to track the performance of SEO efforts. Some might be more performance-based, like conversions or bounce rate, while others are more tailored to visibility, like a rise in organic traffic.  

Identifying and consistently monitoring these metrics helps eliminate a lot of the guesswork from your SEO reporting. It’ll give you the real data needed to understand performance, and react and update accordingly.  

Regularly update and refresh your content  

Keeping your current content valuable with regular updates is also a viable component of any SEO strategy.  

By refreshing your content, you are effectively signalling to search engines that your website is active and relevant. It also gives you opportunities to incorporate new keyword clusters, address emerging topics, and improve the overall quality of your site – all of which can positively impact your SEO performance.  

Build quality backlinks 

While search engines like Google are unwilling to disclose just how significant they are, quality backlinks are still one of the best factors that contribute to your overall domain authority.  

To popular search engines like Google, these links serve as votes of confidence from other websites. The more reputable the sites that link to yours, the more domain authority and credibility your site gains in the eyes of search engines. The more domain authority you have, the more you’re able to compete for difficult keywords.   

Focus on building high-quality backlinks from reputable websites in your industry. Previously, one option to consider here was to purchase backlinks, but recent updates from Google mean that these links can often have the opposite effect – marking your site as spammy or low-quality in the process. 

Adopt a long-term mindset 

In any SEO strategy, long-term thinking isn’t just advisable, it’s non-negotiable.  

For any SEO strategy to exist, it’s important to recognise that sustainable growth doesn’t happen overnight; it’s the result of persistent effort and strategic planning.  

Instead of chasing quick wins, prioritise creating high-quality content that resonates with your target audience. This will naturally attract backlinks from authoritative sources in the process.  

Understand that your SEO strategy and efforts require at least six months of consistent implementation for results to start appearing. This allows you to set realistic expectations and gauge the effectiveness of your campaigns over time.  

Optimise your technical SEO, as well as your on-page efforts 

While content creation and link building are a big part of your SEO strategy, don’t underestimate the importance of technical SEO.

It’s important to optimise both technical SEO and on-page efforts and to treat both as equally important. Technical SEO involves optimising several factors like: 

  • Site structure 
  • Site load speed 
  • Mobile-friendliness 
  • User experience 
  • XML sitemaps 

The result: an enjoyable site experience that reduces bounce rate, while also making it easier for search engines to effectively index your site.  

Partner with a specialist agency 

Deploying an effective SEO strategy can be invaluable, but also complex, time-consuming, and resource-intensive. That’s why many turn to partnering with an agency that offers specialist SEO services. 

Agencies like these bring a breadth of specialised expertise and experience to the table. They can deliver effective SEO efforts that are tailored to your objectives while freeing up the internal resources of yourself and your team.  

With the skills, experience, and tools in place to drive tangible results, it’s easy to see why so many turn to specialist agencies for their SEO activity.  

Learn more about our dedicated SEO services today. 


Give your site the ranking it deserves 

From conducting comprehensive site audits to delivering bespoke SEO content, our SEO services are designed to boost the rankings, visibility, and organic traffic of B2B and B2C businesses.  

Schedule a free discovery call today to learn more about how our SEO services can help give your site the ranking it deserves.