Types of SEO Strategies

What is an SEO strategy? How do you know which one to adopt? People often have questions like this when they first venture into the world of marketing. If you want to find answers to your questions around SEO strategy, then you have come to the right place. This guide will tell you all about the strategies you can implement. Read on to find out more.

Local SEO

Local SEO is a strategy that essentially helps your business to be more visible in the local ‘map-pack’ search results. If you search Google for a keyword that relates to a local business, then a map will show up with various listings. If you focus on local SEO, then this will help your brick-and-mortar business to generate more foot traffic, not to mention that it is one of the best SEO strategies for newly-launched local companies. 

Local SEO is also very useful for companies that offer a click-and-collect service, or who want to stand out from the competition, especially if they are not investing in local SEO themselves. Google uses a proximity indicator for local SEO, which means they use your location when determining a search. In terms of your site, it means that someone may search “near me” as opposed to a certain town, or city. They may not be searching local keywords, but they are searching with local intent.

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National SEO

National SEO is the process of optimising a site for search engines, such as Google. It helps your site to achieve a higher ranking for certain keywords or phrases that could be relevant to your services. National SEO is primarily aimed at businesses that have a big reach, as opposed to just operating within a local area. Typically, businesses that engage in this will have a site that is designed to appeal to a broad audience. An example of this would be an eCommerce company that sells products directly to consumers. 

National SEO keywords tend to be difficult to rank highly for, but they are a great way for you to get more traffic to your site. With national SEO, you aren’t just competing with people within the local area, you are competing with companies across the country. This can make it very difficult, but with time, effort, and dedication, you can benefit from these efforts and capitalise on the results. If you want to adopt this strategy for your business, then book a free SEO consultation with our team today.

International SEO

If you were to adopt an international SEO strategy, then this is the process of optimising your blog so that search engines can identify the countries you want to reach. You can also adopt different languages on your site, to cater for the audience you are targeting. International SEO utilises geolocation and instead of optimising your site to draw traffic from your state, or country, you will do so for different countries and languages. If you want to take your company worldwide then you will certainly want to adopt SEO strategies like this.

The main thing to remember about this form of SEO is that you may need to change your search terms or keywords, depending on the country you are targeting. As an example, words in American English and British English are often spelt differently from each other. “Airplane” and “aeroplane” would be prime examples here, and if you deal in aerospace parts, you would need to take this into account if you want to target different countries. If you want to utilise SEO strategies such as this, check out this SEO value calculator, so you can calculate your potential return on investment from achieving page one rankings for your target keywords

eCommerce SEO

eCommerce SEO is the optimisation of an online store. You’ll need to write longer descriptions that are optimised for the products you sell. This needs to be done across every product page. Obtaining backlinks from the right websites will also help you to improve your ranking position. With this strategy, content is king, but you should not overlook technical aspects. This could include adopting HTTPS, ensuring that your site is mobile-friendly and focusing on indexation. This will help you to get the ranking position you are aiming for. It can be tricky to try and do SEO like this yourself, because a badly optimised page can devastate your ranking. 

On-Page SEO

On-site SEO or on-page SEO is the practice of optimising various elements on a site.  On-page SEO will involve you optimising content and HTML source code. By adopting this strategy, you will help your users to understand what your page is about, so you can effectively answer their queries. On-page SEO should contain useful information that provides visitors with what they are looking for. You also need to make sure that you use specific keywords on the page, and that you have internal links, external links and appropriate headings.  Page hierarchy is also a very important part of this strategy, because if your site is not well-connected then this will make it difficult for you to rank highly.

Off-Page SEO

Off-page SEO is the process of building your website’s reputation. Highly reputable sites tend to rank much better because Google and various other search engines consider them to have more authority, expertise and trustworthiness. One of the best ways for you to adopt off-page SEO would be for you to focus on backlinks, reviews and online recommendations. Off-page SEO is not only important for your reputation, but it’s also essential if you want to rank highly competitive pages. 

Link-building is a great way for you to get your site ranked. Natural links are editorially given without any action on your behalf. You also have manual links. These are obtained through link-building activities, and they involve you actively reaching out to webmasters to link to your site, asking an influencer to share your content or reaching out to journalists with news-worthy stories. Lastly, you have self-created links. This involves you adding a backlink through an online directory, a blog comment signature or through a press release, for example. 

Some SEO techniques for building links are frowned upon, as they lean toward black-hat SEO.  If you want to make the most out of your strategy then it is wise for you to focus on white-hat SEO as much as possible. 

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White-Hat SEO

The term white hat refers to tactics that are in line with the terms and conditions of search engines. White-hat SEO is the opposite of black-hat. White-hat SEO refers to any practice which will improve your ranking while ensuring that the integrity of your site is maintained. It also follows the search engine’s terms of service. Tactics like this stay within the bounds that are defined by Google. 

White-hat SEO can include using descriptive meta tags as well as making sure that your site is easy to navigate. If you want to make sure that your white-hat SEO is the best that it can be then you need to familiarise yourself with the various webmaster guidelines that are out there. You also need to publish highly relevant quality content, and you also use keyword tools. Strategically placing keywords is also a white-hat technique, along with giving a great deal of consideration to user intent. 

If you want to make the most out of your white-hat strategy then it is beneficial for you to try and hire a professional marketing company. The main reason for this is that a lot of people try to adopt white-hat techniques, but they end up making mistakes and inadvertently utilise black-hat tactics. It may be that you accidentally keyword stuff or that you don’t optimise your pages as you should. Either way, all of this can be avoided if you hire the help of someone well-versed in the world of SEO.

Black-Hat SEO

Black-hat SEO is a practice that usually works against search engine guidelines. It’s a way to get your site ranking higher, with minimal effort. Unethical tactics like this do not solve anything for the person who is searching and most of the time it will result in a penalty from the search engine as well. Black-hat techniques can range from using irrelevant keywords to cloaking and even private link networks. 

Even though some of these methods may temporarily be effective, they will only work for a very short period of time. When Google picks up on the fact that you are using these methods, your site will see a drop in ranking, and you may find that you end up struggling to get your keyword rankings and organic traffic back. If you want to avoid this then it is a good idea for you to try and avoid using methods like this, and instead, focus as best you can on white-hat SEO.

Grey-Hat SEO

Grey-hat SEO is a combination of the strategies for SEO listed above. White and black-hat techniques are used so that some guidelines are purposely evaded, and others are followed. It may be that you create great content for your site but then you purchase backlinks from a link farm. This type of SEO is used in a lot of different niches, and it is risky. 

Even though grey-hat techniques can give you some quick wins, you ideally need to avoid using them over the long term, especially if you want to ensure the health of your site for years to come. This method is best used under the guidance of a strategic SEO company.

With the help of an SEO Agency in Birmingham, adopt the best SEO strategies with Distribute Digital today

We are here to help. Our SEO strategies are proven to get results and we always take into account the needs of your site and business, and the goals that you have. Our team of experts are more than happy to help and we can’t wait to show you why we are one of the best SEO agencies in Birmingham. We’re result-driven, focused, and highly efficient in the SEO techniques we adopt. 

Want to know more? We’d love to hear from you.

Keisha - SEO Account Manager

Keisha is a driven SEO Account Manager with a person-centred approach and a degree in Business Psychology from the University of Worcester. Keisha has extensive client service experience and excellent organisational skills.

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