How to Create an SEO Strategy for 2021 [Template Included]

这是数字营销人员中的陈词滥调：search engine optimization（SEO）不是过去。

这是您不经常听到的真实陈述：您的2021年SEO策略不应该关注关键字。

如今，大多数企业都了解SEO的基本概念以及为什么重要。

但是，当涉及为您的业务制定和执行声音SEO策略时，仅为客户搜索的关键字创建内容既艰巨，又是艰巨的，那么wrong。

在这篇文章中，我们将解释什么是SEO策略，以及如何创建自己的策略来帮助您满足内容营销目标。

Having an SEO strategy is important because it helps you stay on track when creating content. Instead of just creating what youthink人们正在寻找，您的策略将确保您创建人们的内容are搜索。

对于内容营销而言，SEO策略是难题的关键部分，因为这首先是您的内容，尤其是在搜索引擎结果页面（SERP）中。如果您的内容分散且无组织，则搜索引擎机器人将在您的网站上索引，识别您的权威领域并对网站页面进行排名。

Mobile SEO Strategy

移动SEO是创建整体策略时要牢记的重要因素。移动优化涉及确保您的网站和网站内容可供移动设备上的访问者访问并可以访问，因此它们可以具有相同的体验并获得与桌面浏览器相同的价值。

Mobile optimization is incredibly important, as Google practicesmobile-first indexing。这意味着当算法将使用您网站的移动版本，而不是爬台式网站索引和排名页for SERPs. In addition,61％of Google search queries in the U.S. occur on mobile devices. So, all things considered, your SEO strategy would be ineffective without prioritizing mobile optimization.

While it’s not an entirely separate process, there are distinct considerations for mobile SEO like monitoring页面速度,响应式站点设计,local SEO, and creating content that ishigh-quality, regardless of device it’s viewed on.

What is an SEO?

Search engine optimizers (SEOs) are people who optimize websites to help them rank higher on SERPs and gain more有机交通。In essence, an SEO is a highly specialized content strategist that helps a business discover opportunities to answer questions people have about their respective industries.

SEO战略家可以专注于三种类型的SEO：

• • On-page SEO：此SEO专注于网站页面上实际上的内容，以及如何优化它以提高网站的特定关键字排名。
  • Off-page SEO: This SEO focuses on links directed to the website from elsewhere on the internet. The number of backlinks a site has from reputable sources helps you build trust with search algorithms.
  • Technical SEO: This SEO focuses on a website's backend architecture, like site code. Google cares just as much about technical set-up as it does content, so this position is important for rankings.

请记住，每个企业都有不同的目标，因此SEO的工作是检查他们的行业，确定受众的关心，并制定一种赋予他们想要的东西的策略。

Below we’ll go over some steps you can take to ensure your SEO strategy sets you up for success.

1.列出主题。

Keywords are at the heart of SEO, but they're no longer the first step to achieving organic growth. Instead, the first step is to make a list of topics you’d like your content to address.

首先，编译与您的产品或服务相关的大约10个单词和术语的列表。使用SEO工具（Google的关键字工具,Ahrefs,SemrushorGrowthBarjust to name a few) to研究these words, identify their search volume, and come up with variations that make sense for your business.

By doing this, you are associating these topics with popular short-tail keywords, but you’re not dedicating individual blog posts to these keywords. Let’s go over an example of this process using the image below.

假设游泳池业务正在试图为“玻璃纤维池”进行排名，该泳池每月进行110,000次搜索。这个简短的关键字可以代表用于创建其内容的总体主题，但是业务还需要确定一系列相关关键字以包含在其内容中。例如，他们可以选择使用“玻璃纤维泳池价格”或“玻璃纤维泳池成本”，以获得玻璃纤维池的整体关键字的额外排名。

使用搜索量和竞争作为您的测量，您可以创建与您的业务相关的10-15个短尾关键字列表，并正在您的目标受众搜索。然后，根据每月搜索量对此列表进行排名。

您确定的每个关键字都称为支柱，它们是对更大的长尾关键字集群的主要支持，我们将在下面讨论。

2.根据这些主题列出长尾关键字。

在此步骤中，您将开始对特定关键字进行优化页面。每个pillar你确定,使用关键字工具一致格fy five to 10 long-tail keywords that dig deeper into the original topic keyword.

例如，我们定期创建有关SEO的内容，但是仅凭此首字母缩写，就很难在Google上排名在Google上。我们还冒着与我们自己的内容竞争的风险，它们通过创建多个针对完全相同的关键字的多个页面 - 可能是相同的SERP。因此，我们还创建了有关进行关键字研究，优化搜索引擎图像，创建SEO策略（您正在阅读的）以及SEO伞上其他子主题的内容。

This helps businesses attract people who have varying interests and concerns — and ultimately create more entry points for people interested in what you have to offer.

Use your long-tail keywords to create blog posts or web pages that explain the specific topics within the pillars you’ve selected. Together, all of your long-tail keywords create a集群around a pillar topic. Search engine algorithms depend on the relationships between clusters to connect users with the information they're looking for.

Here's a short video on this concept:

这样想：您的内容越具体，观众的需求就越具体，那么您就越有可能convert this traffic into leads。This is how Google finds value in the websites it crawls — the pages that dig into the inner workings of a general topic are seen as the best answer to a person's query, and will rank higher.

3. Build pages for each topic.

When it comes to websites and ranking in search engines, trying to get one page to rank for a handful of keywords can be next to impossible. But, here's where the rubber meets the road.

使用您想出的支柱主题创建一个页面或帖子，该页面或帖子使用长尾关键字在第二步中为每个群集提出的长尾关键字提供了高级概述。这些支柱页面本质上可以是一张目录，您可以在其中描述主要主题，并在其他帖子中介绍您将详细介绍的子主题。

Ultimately, the number of topics for which you create pillar pages should coincide with your business needs, like the number of products and offerings you have. This will make it much easier for your prospects and customers to find you in search engines no matter what keywords they use.

4. Set up a blog.

写博客可以是一种排名关键字并吸引您网站用户的令人难以置信的方法。毕竟，每个博客文章都是一个新的网页，也是一个排名SERP的额外机会。如果您的业务尚未拥有博客，请考虑创建博客。

As you write each blog post and expand on your clusters, you should do three things:

1. 不包括你的长尾关键词多刺ee or four times throughout the page as Google doesn't consider exact keyword matches as often as it used to. In fact, too many instances of your keyword can be a red flag to search engines that you're keyword stuffing to gain rankings, and they’ll penalize you for this.
2. 其次，始终链接到您为主题创建的支柱页面。您可以在您的标签中以标签的形式执行此操作content management system（CMS）或基本anchor textin the body of the article.
3. 发布每个博客文章后，请在支持亚主题的父柱页面中链接到它。通过以这种方式连接支柱和群集，您可以告诉Google，长尾关键字与您要排名的总体主题之间存在关系。

5. Create a consistent blogging schedule.

Every blog post or web page you create doesn’t necessarily need to belong to a topic cluster. There's also value in writing about tangential topics your customers care about to build authority with the Google algorithms.

考虑到这一点，请至少每周写一次博客。请记住，您主要是为您的听众写博客，而不是搜索引擎，因此请研究您的target market并写下他们感兴趣的事情。

It may be helpful to create a内容策略to remain consistent and focused on your goals.

6. Create a link-building plan.

The topic cluster model is your way forward in SEO, but it's not the only way to get your website content to rank higher once it's been created.

While our first five steps were dedicated to on-page SEO,link-building是页面外SEO的主要目标。链接构建是从Internet上的其他来源吸引入站链接（也称为反向链接）的过程。一般而言，具有更多权威的网站可以将其链接到您的内容对您的排名产生更大的影响。

花一些时间来集思广益attract inbound links。Maybe you’ll start by sharing links with local businesses in exchange for links to their own sites, or you’ll write a few blog posts and share them on different social media platforms. You can also approach other blogs forguest bloggingopportunities through which you can link back to your website.

7. Compress media files before uploading them to your site.

This is a small but important step in the SEO process, especially for mobile optimization.

随着您的博客或网站的增长，毫无疑问，您将拥有更多的图像，视频和相关媒体来支持您的内容。这些视觉资产有助于保留您的访问者的注意力，但是很容易忘记这些文件可能很大。由于页面速度是至关重要的排名因素，因此重要的是监视您上传到网站的媒体文件的大小。

文件大小越大，互联网浏览器渲染您的网站就越困难。移动浏览器也很难加载这些图像，因为其设备上的带宽大大较小。因此，文件大小越小，网站加载的速度就越快。但是，您如何压缩图像并仍然保留质量？

值得考虑使用压缩工具在上传图像，视频和GIF之前减少文件大小。类似的网站TinyPNGcompress images in bulk, while Google'sSquoosh可以将图像文件缩小到微观尺寸。但是，您选择压缩媒体，将文件保持在千数（KB）范围内是一个很好的经验法则。

8. Stay up-to-date on SEO news and best practices.

Just like marketing, the search engine landscape is ever-evolving. Staying on top of current trends and best practices is an important strategy, and there are multiple online resources that can help you do so. Here are a few resources to check out:

• 莫兹
• SEOBook
• Search Engine Roundtable
• Search Engine Land
• Diggity Marketing
• This Blog!

9. Measure and track your content's success.

SEO可以瞧t of time and effort, and, because of this, you’ll want to know if your strategy works. It’s important to track your metrics to understand the success of your overall process, and identify possible areas for improvement.

You can monitor organic traffic using your preferred web analytics tool or create your own dashboard usingExcelorGoogle表。Also, tracking indexed pages,conversions,ROI, and your rankings on SERPs can help you recognize your success as well as identify areas of opportunity.

SEO过程

Once you’ve created your SEO strategy, you should also build a process to continue optimizing for new keywords and evolving search intent. Here are a few steps you can take.

1. Historically optimize your content.

Devote some time each month to updating old blog posts with new and up-to-date information to continue ranking in SERPs. You can also use this time to add any SEO best-practices that weren’t initially addressed, like missing image alt text.

2.注意更改关键字和新的搜索意图。

几个月后，跟踪您的博客文章的排名以及其排名的哪些关键字。这可以帮助您调整小标题并复制以利用您的受众可能感兴趣的新搜索意图。

3. Add more editorial value to your old content.

Sometimes, you'll find that a post is completely out of date. In this scenario, you should go beyond the average historical SEO update and give it a full refresh. You can do this by updating out of date information and statistics, incorporating new sections for added depth, and adding quotes or original data to give the post more referral traffic.

4. Create a monthly content plan.

为了跟上您的SEO策略，创建和完善每月内容计划可能会有所帮助。您可以将其放入电子表格中，您的团队可以相应地跟踪。下面的列表是内容月度内容计划的一个示例，该计划将上述步骤考虑到。

具有上述月度计划的每月SEO计划，以及像A一样的跟踪文档search insights report，您可以建立并执行高效的SEO策略。您还可以识别并利用低悬挂式的主题来讨论与您的行业有关的。

Create A Strategy That Supports Your Business Goals

在搜索页面中排名很困难。尽管创建围绕高流量关键字的内容似乎很诱人，但该策略可能无法帮助您实现业务目标。

Instead, opt to create an SEO strategy that helps you address your individual business needs, like increasing customer acquisition, for greater marketing success. To learn more about SEO, check out ourUltimate Guide to SEO。

Editor's Note: This blog post was originally published in April 2019 but was updated in February 2020 for consistency and freshness.