How To Create An SEO Strategy

by Tom Kotze

Creating an effective SEO strategy is crucial for any business aiming to enhance its online visibility and drive traffic.

That begs the question-what is an SEO strategy? It’s a comprehensive plan that involves keyword research, content creation, and link building to improve your site’s search engine rankings. At Contentellect, we specialise in crafting SEO strategies that deliver results.

In this article, we’ll guide you through the essential steps of developing a successful SEO strategy, including identifying your target keywords, optimising your content, and building authoritative backlinks.

By following these steps, you can increase your website’s visibility and attract more organic traffic.

Let’s get started.

What Is Search Engine Optimisation (SEO)?

Search Engine Optimisation (SEO) is the process of optimising your website to rank higher on search engine results pages (SERPs).

This involves a combination of on-page, off-page, and technical SEO tactics aimed at improving your site’s visibility and attracting organic traffic.

SEO is crucial because it ensures your site is easily found by users searching for relevant keywords.

On-Page SEO

On-page SEO focuses on optimising individual web pages to rank higher. This includes incorporating keywords into your content, improving meta descriptions, using header tags, and ensuring mobile-friendliness.

Quality content and proper keyword placement are essential here.

Off-Page SEO

Off-page SEO involves activities outside your website that impact your rankings. This includes building backlinks from reputable sites, social media marketing, and influencer outreach.

These actions help build your site’s authority and trustworthiness.

Technical SEO

Technical SEO focuses on improving your website’s backend structure and performance.

This comprises of optimising site speed, ensuring a secure connection (HTTPS), and creating an XML sitemap. A technically sound site helps search engines crawl and index your pages more efficiently.

seo strategy

At Contentellect, we combine these strategies to enhance your site’s performance and drive organic traffic. By leveraging our expertise in SEO, you can ensure your website is optimised for search engines and poised for higher visibility.

SEO Strategy For Beginners 

As beginners, it’s crucial to follow a structured approach to ensure that your efforts yield the best results. Below, we outline the key steps to get you started on your SEO journey.

Search For Your Company’s Head Term On Google

Start by identifying the main keyword or phrase (head term) that best represents your business. This is the term you want to rank for in search engines. For example, if you run a bakery, your head term might be “artisan bakery.” Enter this term into Google to see what comes up and start analysing the landscape.

Look At Google’s Suggested Searches And Filters

Use Google’s autocomplete feature and related searches to discover additional keywords and search trends related to your head term.

These suggestions can provide valuable insights into what your audience is searching for. For instance, typing “artisan bakery” might reveal related terms like “best artisan bakery near me” or “artisan bakery recipes.”

Examine The SERPs

Analyse the search engine results pages (SERPs) for your head term. Look at the top-ranking pages to understand what type of content performs well and identify opportunities for your own content.

Note the format, length, and quality of the top pages, and consider how you can create content that matches or exceeds their quality.

seo strategy

Analyse Your Competition

Study your competitors’ websites to see what keywords they are targeting, what kind of content they produce, and where they get their backlinks from.

Tools like SEMrush and Ahrefs can be helpful for competitive analysis. This will help you understand their strategies and identify gaps that you can exploit.

Generate Online Authority

Build your site’s authority by earning backlinks from reputable sources, creating high-quality content, and engaging with your audience on social media.

Guest blogging, influencer partnerships, and social media promotions are useful ways to increase your site’s credibility and authority, which can significantly boost your SEO efforts.

Find Low-Performing Pages

Identifying low-performing pages is crucial for optimising your website and improving overall performance.

Start by using tools like Google Analytics and Google Search Console to pinpoint these pages. Look for indicators such as high bounce rates, low traffic, and poor engagement metrics. These indicators help identify which pages are not meeting their potential.

In Google Analytics, navigate to Behavior > Site Content > All Pages. Sort the results by bounce rate to find pages where visitors leave quickly. Additionally, check for pages with low average time on page and few page views. These metrics indicate content that fails to engage users or attract significant traffic.

Google Search Console offers insights into search performance. Focus on pages with low click-through rates (CTR) and impressions but relatively high positions in search results. These pages may benefit from optimised meta descriptions and titles to boost their CTR.

Once identified, these underperforming pages present opportunities for optimisation. Update the content to make it more relevant and engaging, improve keyword usage, and enhance the overall user experience.

Regularly monitoring and refining these pages can significantly enhance your website’s performance and SEO efforts.

seo strategy

Improve And Relaunch Content That Can Be Salvaged

Revitalising old or underperforming content is a cost-effective strategy to enhance your website’s performance. Start by identifying content that has potential but isn’t currently performing well. This might include pages with outdated information, low engagement, or declining traffic.

First, update the content with fresh, relevant information. Ensure that any statistics, links, or references are current. Adding new insights or perspectives can make the content more valuable to readers.

Next, optimise the content for SEO. Incorporate targeted keywords naturally within the text, headings, and meta descriptions. Ensure the content follows best practices for on-page SEO, such as using proper header tags, including alt text for images, and ensuring the page loads quickly.

Finally, republish the content. When you update and re-release content, it signals to search engines that the page is active and relevant, which can improve its rankings.

Share the updated content through your social media channels and email newsletters to drive traffic and engagement.

By improving and relaunching content, you can regain lost traffic, enhance user engagement, and boost your site’s overall SEO performance. This approach not only saves time and resources but also maximises the value of your existing content.

Create Search Engine Optimised Content

Include The Keyword In The Page Title, H1, Text, Meta Description, And URL

Incorporating your target keyword strategically within your content is crucial for SEO success. Make sure the keyword appears in the page title, H1 tag, body text, meta description, and URL.

This practice signals to search engines what your content is about, enhancing its visibility for relevant searches.

For example, if your target keyword is “content marketing strategies,” your title could be “Top Content Marketing Strategies for 2024,” and the URL could be “”.

seo strategy

Be Helpful

Creating content that genuinely helps your audience is key. Focus on addressing their needs, answering their questions, and solving their problems.

This approach not only builds trust with your readers but also encourages longer engagement times and repeat visits. Valuable content keeps users coming back and increases the likelihood of social shares and backlinks, which are essential for SEO.

Include Alt Text And Compress Images

Using descriptive alt text for images helps improve accessibility and allows search engines to better understand the content of your images. For instance, instead of using “image1.jpg,” use “content-marketing-strategies-diagram.jpg.”

Additionally, compressing images reduces load times, enhances the user experience, and improves your page’s SEO performance. Tools like TinyPNG or ImageOptim can help compress images without significant loss of quality.

Build Internal Links

Internal linking is a powerful SEO tactic. By linking to other relevant pages within your site, you help search engines understand the structure and hierarchy of your content. It also provides additional resources to your readers, keeping them engaged longer.

For example, if you mention “SEO content writing,” you could link to a detailed guide on that topic elsewhere on your site. This practice improves crawlability and distributes page authority across your site.

Build Backlinks

Earning backlinks from authoritative websites is imperative for improving your site’s SEO. Focus on obtaining high-quality links through guest posting, outreach campaigns, and creating shareable content that naturally attracts links.

Guest posting on reputable blogs within your niche allows you to tap into their audience and earn valuable backlinks. Outreach campaigns, including HARO (Help a Reporter Out), help you connect with journalists and bloggers seeking expert insights.

Additionally, creating high-value, shareable content like infographics, comprehensive guides, and original research can naturally attract backlinks. By prioritising these strategies, you can enhance your site’s authority and improve its search engine rankings.

seo strategy

SEO Content Strategy

At Contentellect, we understand the pivotal role a well-crafted SEO content strategy plays in boosting online visibility and driving organic traffic.

To embark on a successful SEO journey, it’s critical to lay a solid foundation through meticulous planning and execution. Let’s delve into the key components of a successful SEO content strategy.

Make A List Of Topics

Identifying broad topics relevant to your business is the first step in crafting a comprehensive SEO content strategy. By covering all aspects of your industry, you position yourself as an authority and cater to a diverse audience.

Make A List Of Long-Tail Keywords Based On These Topics

Long-tail keywords, being more specific and less competitive, offer an opportunity to target niche audiences efficaciously.

By incorporating these keywords into your content, you can enhance visibility and attract highly qualified leads.

Build Pages For Each Topic

Creating dedicated pages for each topic allows you to provide in-depth information and address user queries comprehensively.

Structuring these pages meticulously ensures a seamless user experience and encourages engagement.

Set Up A Blog

Maintaining a blog is a cornerstone of any successful SEO content strategy. Regularly publishing informative and engaging blog posts not only targets different keywords but also keeps your website dynamic and relevant.

Audit Your Site’s Existing Content

Regularly auditing your site’s existing content is a foundational practice for maintaining a high-performing website.

Conducting an SEO audit allows you to assess the quality, relevance, and effectiveness of your content, ensuring that it aligns with your current goals and standards.

One crucial aspect of content audits is identifying and removing outdated or irrelevant content. This helps declutter your website, improving user experience by presenting visitors with accurate and up-to-date information.

seo strategy

Additionally, removing obsolete content can positively impact your site’s SEO by preventing users from encountering outdated information and reducing bounce rates.

Moreover, content audits involve identifying and fixing broken links within your content. Broken links can negatively impact user experience and harm your site’s SEO performance. By repairing broken links, you enhance navigation and ensure that visitors can seamlessly access the information they seek.

Updating old posts is another essential component of content audits. Refreshing outdated content with new insights, information, or visuals not only keeps your content relevant but also signals to search engines that your website is actively maintained and valuable to users.

In essence, regular content audits help you maintain a polished online presence, enhance user experience, and improve your website’s SEO performance over time.

Create A Consistent Blogging Schedule

Consistency is paramount when it comes to maintaining a successful blog. By adhering to a regular posting schedule, bloggers demonstrate reliability to both their audience and search engines.

This reliability fosters trust and loyalty among readers, encouraging them to return for new content regularly. Additionally, search engines favor websites with consistent posting schedules, recognising them as reliable sources of information.

Therefore, creating and sticking to a consistent blogging schedule not only strengthens audience engagement but also improves search engine rankings, ultimately contributing to the long-term success of the blog.

Create A Link Building Plan

Creating a comprehensive link building plan is crucial for enhancing your website’s authority and visibility in search engine results. By strategically incorporating link acquisition services to get backlinks from reputable sources, you can improve your domain authority and boost your search rankings.

seo strategy

Guest blogging is a popular method for acquiring backlinks. By contributing high-quality content to other websites in your niche, you can earn valuable backlinks that not only drive traffic but also signal to search engines that your site is credible and authoritative.

Influencer collaborations offer another avenue for building backlinks and increasing brand exposure. Partnering with influencers allows you to leverage their audience and social proof to attract more visitors to your site.

Participation in industry forums provides yet another opportunity to earn backlinks and establish yourself as an authority in your field. Engaging in discussions, sharing valuable insights, and contributing to the community can lead to organic backlinks and enhanced visibility for your website.

Compress Media Files Before Uploading Them To Your Site

Compressing media files before uploading them to your website is a fundamental aspect of optimising web performance and enhancing user experience, which are integral components of SEO success.

By reducing the file size of images and videos through compression techniques, you can significantly improve page load times, ensuring that visitors can access your content quickly and seamlessly. Faster loading times not only contribute to a positive user experience but also play a vital role in search engine rankings.

Search engines like Google prioritise websites that offer fast and efficient browsing experiences to users, considering page speed as a ranking factor in their algorithms.

Therefore, by compressing media files, you not only cater to user expectations but also align with search engine preferences, ultimately improving your website’s visibility and ranking potential.

Moreover, optimising media files reduces bandwidth usage, benefiting both users with limited data plans and website owners by minimising hosting costs.

Additionally, compressed media files consume less storage space, optimising server resources and facilitating smoother website maintenance and management processes.

In essence, prioritising media file compression as part of your website optimisation strategy is a simple yet fruitful way to boost SEO performance, enhance user satisfaction, and streamline website operations.

seo strategy

Stay Up-To-Date With SEO News And Best Practices

In the rapidly evolving landscape of search engine optimisation, understanding the latest trends, algorithm updates, and industry insights is crucial for achieving sustainable growth, and success and maintaining a competitive edge in the dynamic digital environment.

By regularly consuming content from reputable SEO sources such as industry-leading blogs, authoritative websites, and credible newsletters, businesses can stay informed about the latest developments and emerging strategies.

This proactive approach enables them to adapt their SEO strategy promptly, implement necessary adjustments, and capitalise on new opportunities.

Moreover, staying abreast of SEO news empowers businesses to anticipate and respond efficiently to algorithm changes, ensuring their website remains optimised for improved visibility, higher rankings, and increased organic traffic.

Measure And Track Your Content’s Success

Utilising tools like Google Analytics and Search Console allows you to track the performance of your content effectively. By analysing metrics such as traffic, engagement, and conversions, you gain valuable insights into the efficacy of your SEO efforts and can make data-driven decisions to optimise your strategy further.


Mastering an effective SEO strategy is crucial for enhancing your online visibility and driving organic traffic. By understanding the fundamentals of SEO and consistently applying best practices, such as keyword optimization, quality content creation, and link building, you can significantly improve your website’s search engine rankings.

Additionally, regularly auditing your site and staying updated on SEO trends are essential for maintaining and improving your position.

A well-executed SEO strategy not only boosts your search engine performance but also builds credibility and trust with your audience. For comprehensive SEO solutions and expert guidance, visit Contentellect.

Let us help you achieve sustained, long-term growth through strategic SEO efforts.

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Tom Kotze

Tom is an experienced copywriter and content marketer. He has been writing for Contentellect since 2018, and has covered every niche under the sun. Tom has a hospitality background and was a restaurateur/coffee shop owner before starting his content marketing career.

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