Marketing Science: Setting Up an SEO Campaign

In this episode, Eden introduces us to the foundational aspects of starting an SEO campaign, discussing everything from the importance of goal setting and keyword research to the intricacies of website technical infrastructure and mobile optimization. Eden shares common challenges, especially in our niche industries, and offers actionable advice on balancing content creation with optimization, all aimed at maximizing your website's potential.

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What are the first steps in setting up an SEO campaign?

The initial steps involve defining the aims of your website. This could be increasing brand awareness, spreading a message, or boosting product sales. Your objectives will significantly influence your keyword research strategy, whether you focus on informational, transactional, or a blend of keyword types. It's essential to understand who you're trying to attract and why. Keyword research should start early, ideally alongside web design and development, to seamlessly integrate SEO.

Often with clients in the scientific industry we find their products unique, and keywords don’t necessarily exist for this solution. This is when you should focus on problem-related keywords so when people search for help on a specific problem, your solution will be shown. Then, product-oriented keywords will become more commonplace as your audience learns about the solution and starts searching for it.

How does the aim of a website influence keyword research?

The website's goals dictate the type of keyword research you'll conduct. If your aim is brand awareness, you might focus on broader, more informational keywords. For sales, you'll target transactional keywords. The process involves starting with general terms and then drilling into more specific, long-tail keywords that align with your objectives and user intent.

Should SEO considerations integrate with the website development process?

Absolutely. Incorporating SEO from the start — during the website design and development phase — makes building a site optimized for search engines from the ground up easier. This approach allows for creating content that naturally incorporates targeted keywords without seeming forced or "stuffed".

How do you balance creating new content with optimizing existing content?

It's a mix of both. Ensure keywords are naturally included at least twice for existing content to avoid keyword stuffing. The content should be descriptive yet concise. On the other hand, new content creation is vital for building authority and answering users' informational queries, which enriches your site's value and supports internal linking strategies.

What are the key factors in ensuring a website's technical infrastructure supports SEO goals?

Ensure your website is healthy with functional links, optimized images (with alt attributes), and overall accessibility. A user-friendly site signals reliability to both users and search engines. Additionally, a well-thought-out internal linking structure helps users navigate your site and strengthens your SEO by showing search engines the relationships between pages.

How crucial is mobile SEO, and how can it be optimized?

With Google's mobile-first indexing, mobile SEO is more important than ever. Ensure your site has a responsive design that functions across various devices and screen sizes to provide a consistent user experience. This approach helps present your site in the best light to Google, which primarily indexes the mobile version of websites.

Once an SEO campaign is set up, what metrics should we track to measure success?

The metrics depend on your campaign's goals, such as improving brand awareness or increasing sales. Key metrics include keyword rankings, website traffic, engagement rates, and conversions. Google Analytics 4 has shifted the focus towards engagement rates, helping you determine the quality of your traffic. It's vital to monitor these metrics over time, as SEO success doesn't happen overnight. Adjustments may be necessary as you gather data on what works best for your site.