Archive for the ‘strategy’ Category

Hyrbids are everywhere out there … plants, cars, you name it.  So I guess it’s not really a surprise to discover a hybrid SEO strategy too.

If you’ve been researching this space at all, you may already have come across hybrid tactics for spanning Pay Per Click (PPC) and Search Engine Optimisation (SEO) campaigns.  As Jacqueline Dooley explains in her article on Keyword Strategies for Hybrid SEO/PPC Search Campaigns, uniting these two tactics is a smart business move.

Actually, any SEO campaign should extend beyond the bounds of website structure to improve performance and extend brand reach across:

• PPC advertising
• Social media
• Content marketing
• Video & audio casting

But it is necessary begin somewhere.  So today, I’ll briefly explore the development of a hybrid SEO strategy.

When to use a hybrid strategy

As we’ve already seen in networked and silo strategies, there’s an ideal application for hybrid SEO too.  Not to say that any SEO strategy is misplaced.  Of course, it’s possible to apply any tactic to any website.  Hybrid strategies, however, work well where an overarching service category exists AND clearly defined core business operations.

Example

A training company I recently worked with operates within the education sector.  In a broad sense, they need to promote the quality of learning, certification levels etc.  There was also a need to categorise different service offerings throughout the SEO and web content for:

• industry entry level
• skill consolidation
• professional development

How hybrid strategies work

Essentially, hybrid strategies use elements of both network and silo keyword application.  What’s essential in this method is to hone keyword selection.  That’s because a hybrid strategy will rely on application of a key selling message right through the keyword allocation and SEO copywriting.

So to begin with, a suite of network keywords is required.  From that network, it will be necessary to select just a few keywords and phrases for site-wide application.  The balance of network keywords is applied as usual across primary navigation pages.

Additionally, silo keywords will be called on.  Silo application works in a similar way to a silo website strategy.  However, it will be necessary to leave at least one secondary keyword position open across the site.  Once keyword allocations are made, one phrase from the network shortlist is applied to each silo page.

Example

In the case of our training company, all the primary pages (Home, About, Courses etc) target general education terms.  Navigating to short courses or professional development sees visitors enter very specific keyword silos.  But every silo subtly extends to those overarching network targets.

The hybrid strategy advantage

A hybrid strategy results in strong network relevance over primary navigation pages and casts an SEO net across the whole site.  This tactic also offers the flexibility to add business offerings from time to time without disturbing the SEO balance.

From a copywriting perspective, hybrid strategies tend to be more content specific.  This better connects the writing with logical page subject matter.  Weaving keyword targets into web content also occurs more naturally.

This SEO copywriting style results in copy that’s more engaging and interesting to readers.  In turn, good web content gives the site a higher visitor conversion rate.  Which, after all, is what websites and SEO are all about.

3 take away tips

1. Hybrid SEO blends keyword networking and silo tactics.
2. A hybrid strategy can encompass website and PPC objectives.
3. Add core business offerings without altering the SEO balance.

If it’s possible to visualise website navigation a little like a column graph, there’s a good chance keyword silos would work well.  A silo SEO strategy is ideal for websites with several core business offerings or product categories.

Often the architecture of these websites is created in navigation categories, much as you might find and online store would use.  The site structures lend themselves to SEO keyword silos because navigation is also in product groups.

What is a keyword silo?

If you think of website navigation in simple vertical columns, you’re part way to visualising a keyword silo.  Imagine the column contains a number of web content pages, all relevant to the same product or service.  It is therefore feasible for every page within the navigation silo to target the same keyword set or individual phrase.

Example

I worked on one SEO project for a diamond jewellery seller.  Now, the main focus of this business is diamond engagement rings.  That online space is highly competitive and search performance is critical.  There were also other products like diamond wedding and anniversary rings, diamond earrings, pendants and so on to showcase.

For this client a silo SEO strategy was perfect, because the site navigation is also in silos.  With 5 engagement ring styles, it was possible to build relevance by targeting the diamond engagement ring key phrase on all those pages.  There was also the ability to duplicate this approach in navigation silos for other products.

Keeping SEO web content quality up

When planning an SEO strategy, my preferred approach is to nominate two primary and two secondary keywords.  When it comes to the SEO copywriting, this allows more freedom and natural flow in the development of content.

This is especially useful in a silo SEO strategy.  That’s because, if each page of the navigation silo is targeting the same keyword or phrase, some flexibility remains open.  So the resulting SEO web content doesn’t necessarily develop a sense of bland similarity.

The silo SEO strategy advantage

The value of this approach lies in consistency and strength.  Unlike the network SEO strategy, where keywords and phrases are spread across the web content, a silo strategy creates strong keyword cores.  Something like a forest of oak trees.

Each page of web content in a given navigation silo targets at least one of the same keywords throughout.  Longer tail key phrases can then be introduced by the SEO copywriter.  In the case of our diamond jewellery site that might look something like:

• Diamond engagement rings
• 3 stone diamond engagement rings
• Tiffany style diamond engagement rings

In each case, the diamond engagement ring keyword is the primary target.  But the context and relevance changes with the individual web content page displayed.

The primary keyword is applied to every page of web content developed by the SEO copywriter for this navigation silo.  The result is strong search term relevance that doesn’t detract from other navigation categories.

3 take away tips

1. Sites equipped with vertical navigation categories lend themselves to silo SEO strategy.
2. In a silo strategy, each page within a navigation silo targets the same primary keywords.
3. One benefit of a silo SEO strategy is the consistency and strength of common targeting.

Website structures are close cousins to computer a document directories.  Pages are stored in folders and each folder generally has a subject category.  Much like an office administrator might save all this month’s letters in the same spot.

What you may not realise is that search engines view each web page as a separate file.  When robots visit a website, each page is scanned separately.  The gathered data is stored away for future use when (and if) matching search queries are received.

How search matching works

Remember, what the search engine is trying to do is sort information so it can provide users with relevant results.  Search engine optimisation (SEO) is about becoming a good match for those search queries (that’s why keyword research is important).

When an internal page is the closest match, that’s often what appears in search results.  This can be because the search engine may not recognise the page is part of a broader site structure.  Adopting a networked SEO strategy goes some way to addressing this.

Using a networked SEO strategy

A networked SEO strategy applies primary and secondary keywords in a structured way across all website pages.  This technique is useful for smaller sites, especially where there one clear message is being communicated.  Other approaches include silo and hybrid strategies.

One key point to note in selecting keywords is page content relevance.  It is critical to allocate keyword targets your web copywriter can work naturally into the SEO content.  For instance, allocating a target like strawberry for a handmade chocolate site has limited application.

Practical keyword application

An org chart, or similar, is a handy tool for planning a networked SEO strategy.  Initially, primary keyword targets are allocated for each page.  Essentially, these will become the main keyword targeted throughout the SEO web content and code.

Opportunities are then identified to reuse primary keyword targets as secondary terms.  Ultimately, this results in SEO copywriting with strong or subtle keyword references.  Additionally, the opportunities for primary keyword internal links are created.

In most cases, a networked SEO strategy will result in two primary and two secondary keyword allocations for each page of the site.  Ultimate web content saturations may vary, but should fall in between 4 & 6% for primary keywords or 2 & 4% for secondary keywords.

With the network strategy in place, SEO web content development can begin.

3 take away tips

1. Search engines view each website page as a separate and independent file.
2. A Networked SEO strategy is useful for smaller sites with one clear message.
3. Reusing primary keywords as secondary targets builds internal linking ability.

Have you ever seen an epic domino challenge?  Totally amazing.  People spend days setting up the long runs, picture blocks, multi-levels and curly cues.  It’s a huge planning feat to ensure the display unfolds as intended.  Much like your SEO strategy.

What’s an SEO strategy anyway?

If you thought keywords were the start and finish of SEO, think again.  It’s the strategic keyword application, right across your online marketing, that brings results.  Much like dominoes, it is careful placement that creates blocks and runs of search engine traffic.

An SEO strategy usually begins with web content optimisation.  But it’s actually a planning blueprint for use across every piece of online content published, including:

• Websites, blogs & social media
• Online articles & case studies
• eBooks & white papers
• Press releases & advertising
• Video & podcast scripts

3 different approaches

Which SEO strategy is employed for a given website depends on its size and type of business.  Websites promoting one clear niche product or service might opt for a Network strategy.  An online retailer is likely to utilise product categories that work well in a Silo strategy.  For a training organisation with a broad range of learning choices, a Hybrid strategy may be ideal.

• Network
  this strategy works best for smaller websites and creates a network of relevance across all pages of web content by targeting primary and secondary keywords in multiple locations
• Silo
  an ideal strategy for websites with different product and service offerings where navigation silos lend themselves to relevant keyword targeting in defined core business activities
• Hybrid
  taking strength from both Network and Silo keyword targeting, a Hybrid strategy is useful where one overarching message, product or service is communicated on most web pages

SEO keyword targeting

In its most basic form, an SEO strategy involves the planned application of keywords.  As I’ve just mentioned, that usually applies first to web content.  Once SEO keywords have been harvested, tested and selected, primary and secondary targets should be allocated to each web page.

Primary

Primary keywords or key phrases are the most robust of the more general keyword targets identified through research process.  Primary keywords are the search engine magnets of any SEO strategy and will ultimately be applied at a 4-6% saturation level.
eg.  A real estate advocate may use buyers advocate or buyers agent as primary keywords

Secondary

Secondary keywords are selected from strong contenders that fall outside the core business offering but add context and relevance.  Secondary keywords add value and perspective to primary keyword targets and are applied in saturations of 2-4%.
eg.  Secondary targets bid at auction or property negotiator may suit our real estate advocate.

With keywords nominated for each web content page, an SEO copywriter can easily weave the desired targets into text and code.  So line ‘em up.  It’s time to get the domino effect working.

3 take away tips

1. An SEO strategy should apply to your website and all other online content published.
2. Selecting a Network, Silo or Hybrid strategy will depend on the site and business.
3. Primary keywords are SEO magnets while secondary targets add context & relevance.