An SEO strategy isn't a document that disappears into a drawer. It is a plan that decides which pages your site needs, in what order and why. This is how we put one together.
The four steps
What should the site deliver? Requests for quotes, phone calls, sales? That decides which pages come first.
Which words do your customers use, how often and with what intention? Per language and per market.
Group keywords into topics. Each topic gets a hub page with related pages underneath.
Build the pages with the best chance of bringing in enquiries first, and follow what they do in Search Console.
Making a separate page for every keyword is a mistake. Keywords such as “bathroom renovation”, “bathroom renovation prices” and “bathroom renovation cost” belong to the same question, and so on the same page. Different questions each get their own page.
You group those pages under a hub: an overview page that links to every page on the topic, and which those pages link back to. That way a visitor sees at once everything you have to offer on a topic, and the links help Google find all the related pages. In the SEO machine we automatically maintain the links from a hub to its pages and between related pages, on sites where this is switched on.
Don't start with the keyword that has the biggest volume. Start with the pages where searchers are closest to making an enquiry: your services, your area, your pricing information. Guides and blog posts come after that and link to those pages.
Look at what is already at the top, too. If there are only big national players, a more specific question is often a better first step. If there are pages that only half answer the question, that's your chance.
Want someone to do this for you? At VARAMEDIA every site starts with a briefing, followed by keyword research. Read more under SEO services or, if you work in more than one country, international SEO.
Tell us what you do and where your customers are. We'll discuss which pages stand the best chance.
