SEO Strategy Vs. SEO Strategic Goals

You need to recognize the search patterns you intend to make the website rank for and with which templates each subset of this query universe should be reached in order to get a SEO strategy.

SEO Strategic goals can be understood as the topics a website should popping up in the search engines to be considered present in it's niche.

SEO strategy, in your turn, consists in a clear plan that precisely states how that website will reach those goals.

This means you need to recognize the search patterns you intend to make the website rank for and with which templates each subset of this query universe should be reached in order to get a SEO strategy.




Of course each niche has particularities and for obvious reasons it's only possible to address them case by case.

But there is some characteristics and atributes, some behaviours and expectancies and some "shapes" every triangulation between the user, the search query and the webpage share among them.

The focus of the user intent

The search queries can move from broad to narrow, even the Flintstones already knew it centuries ago.

A thing that helps me to illustrate this movement and relate it to my SEO strategy is thinking in terms of levels of zoom.

Zooming-in over the content, zooming-out over the content.

Someone who executes a broad search expects a webpage that are capable to offer the most possible of the inventory a website has to offer around what has been searched.

The right template to give a good assistance to this kind of query should be some that are able to offer several entry points to the content.

As the focus of this search query is away, the user doesn't know exactly what he wants.

So it requires a "zoom-out webpage" like a homepage, a subhome, a list page...

This pair "search-query" and "zoom-out pages" has some important characteristics worth to notice:

• In this case, higher bounce rates are bad;
• The broad search queries used to be compounded by few terms, 1 ~ 2;
• Search volume for this search queries are the highest in it's niche;
• The expected navigational behavior is exploratory;
• This kind of query are portrayed as "know queries" by google quality evaluators.

For the narrow queries, the thing is a bit different but you can have been figuring out it's the opposite in some sense.

In this case the user knows exactly what he wants and the template mood for a good assistance in this case should be those that show one editorial cut a time.

So, this is what a webpage that is able to give a good assistance to this search intent need to have in your main content.

The "mood" those templates used to have tends to be something like an article page, a news article page, a single video page, a single photo page.

Here goes some characteristics a pair "zoom-in pages" and "narrow queries" used to share between them:

• In this case a higher bounce rate doesn't tell much;
• The narrow search queries used to be longer, compounded by more than 3 ~ 4 terms;
• Search volume can be not so representative in it's niche;
• Since we assuming the user has found what he searching for, the expected navigational behavior tend to be less exploratory;
• This kind of query are portrayed as "simple know queries" by google quality evaluators.

I hope now the image attached to this text have gained sense now!

How about start the next coming year by refreshing your SEO Strategic Goals and crafting you SEO Strategy?