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However much you spend on your SEO activities, you want the best possible ROI. In which case, it makes sense to focus on the kind of SEO that guarantees long-term relevance.
Contrary to popular belief, being ready for any future alterations to Google’s algorithm is perfectly possible. Working with a top-rated SEO agency can help you stay one step ahead of the game. Continuously monitoring the SEO landscape on your behalf, a dedicated SEO firm can ensure your campaign remains fresh and relevant long-term.
Even if you go at it alone, it is still possible to inject guaranteed long-term value into your SEO activities. You simply need to focus your efforts on the kind of ‘evergreen’ SEO that will always form the core of effective search marketing.
Examples of which include the following:
1. Consistent Output of High-Quality Original Content
Google has never been and never will be enamored with generic content of little value. Nor can you expect to climb the rankings by simply regurgitating what is already out there. Google’s job is to recommend websites that offer valuable, useful, relevant, authentic, and original content.
The importance of consistently putting out quality content of genuine value and relevance will never change; in-depth posts that showcase your authority, detailed analysis, original reports, helpful tutorials, educational guides – all examples of high-value content with long-term SEO value.
2. An Exceptional Page Experience
Google’s recent Page Experience update further emphasized the importance of pages that perform well from a technical perspective. Core Web Vitals, mobile-usability, and security are all playing a bigger role than ever before in determining a site’s overall SEO value.
Google’s goal is to recommend websites and pages that deliver a consistently exceptional user experience; the more sophisticated Google’s crawlers become, the greater the importance of an outstanding UX.
PageSpeed Insights, Lighthouse, and Google Search Console can provide invaluable insights into how your pages are performing, in accordance with Google’s Core Web Vitals.
3. Focus on Long-Tail and Low-Competition Keywords
Smaller and newer businesses, in particular, may find it practically impossible to rank for the most competitive keywords in their niche. At least, not until they have established a certain amount of authority and begun their ascent up the rankings.
In the meantime, it is better to focus on less competitive keywords, along with the longer-tail phrases and search terms your competitors may have overlooked. Ranking prominently for keywords your competitors never thought of can give you a major competitive edge. Rather than fighting tooth and nail for competitive keywords out of your reach, it is better to base your long-term strategy on more realistic alternatives.
4. Invest More Time in SEO Analytics
All the information you need to run a successful SEO strategy is right there at your fingertips. It is available 100% free of charge and is not particularly difficult to decipher. One of the best tools on the market for analyzing the effectiveness of your chosen keywords is Google Search Console.
There is no better way to gain invaluable insights into which of your keywords are successfully driving traffic. Not to mention, pick up on unexploited opportunities to drive traffic with more niche keywords. Combined with the most basic features of Google Analytics, you essentially have a wall-to-wall blueprint for a successful SEO campaign.
5. Start Building Better Backlinks
Nothing brings more credibility to a website or page than a bunch of high-authority backlinks. Gone are the days when paying for spam links could benefit an SEO campaign. Today, just one high-quality backlink offers more SEO value than all the low-grade backlinks money can buy.
Best of all, a backlink placed on a high-authority website has the potential to be a permanent contributor to your SEO campaign; one that not only boosts your SEO profile, but also drives organic traffic to your website indefinitely. High-authority backlinks take time and effort to obtain, but are nonetheless worth it.
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