No matter what industry you’re in, you can always benefit from a great SEO campaign. However, there are many Singapore business owners who make the mistake of assuming that SEO is a one-time project. They think that making a few technical changes here and there is all they need to do in order to please the search engines and bring in the traffic. This couldn’t be further from the case.
SEO is often a task that should be performed daily. And that’s because things are always changing in this landscape. There are always ways that you can improve your campaign. So let’s take a look at a few things that Singapore businesses can do in order to ensure that their SEO campaigns are always progressing.
1. Audit your site
There are a lot of responsibilities to owning your own business. So most Singapore business owners know how easy it is to get caught up in their day to day routine. This is especially true if you have certain goals that have strict deadlines, which is often the case. Unfortunately, this often leaves very little time for you to keep up with Google and other major search engines. They are constantly putting out updates and making changes to their algorithms. And all of these things combined make it next to impossible to step back and take a holistic look at everything that needs to be done.
So how can you keep up with all of the most important changes in digital marketing, while still hitting your business goals? The answer is simple–you perform regular audits. When instituting a new business goal, you should start off with a full, technical audit. And this should ideally be followed by a content audit and keyword roadmap. Not only will this help to ensure that you understand what’s going on around you, but also that your website remains at optimal performance.
You may not have performed an audit for your business in years which means that there have been hundreds of changes mage and your company goals have changed drastically. However, it’s still worth the time investment to perform them. And after you tackle the first one, you can institute a quarterly technical audit plan. Yes, the first one may be challenging, but the others are less in-depth. So make a fresh start by taking account of everything that you need to work on and make tweaks to. It will definitely make your business more competitive.
2. Revisit your messaging and keywords
When you are perfecting your SEO campaign, not only should you take into account what changes have occurred with major search engines, but you should also consider what changes have taken place in your own organisation. For instance, have you added new features within the past year? Have you put certain brand guidelines into place? Do you have new competitors and are your old competitors using new strategies and techniques? These are just a few of the questions that you should consider when thinking about your marketing plan, because it ensures that your keywords and messaging still make sense.
For example, let’s say that you work in the Singapore logistics industry and that your business “shipping” terms. This would mean that all of your content will be geared towards the topic of shipping. This also means that all of your SEO efforts will be geared towards shipping. However, by next year, these same terms could drive less traffic and leads than they once had. The landscape of the logistics industry may have shifted to “transportation.” Your competitors may start using these types of terms.
In this case, if you revisit your content and keywords, you can simply make a few updates to your existing content. Adapting to a new way of doing things will be much easier because you were vigilant about keeping up with your messaging.
When considering the landscaping, you should also keep searcher intent in mind. Let’s say that your business was positioned in the technology industry and that you were interested in improving customer engagement. If you haven’t examined your messaging or paid attention to the landscaping, then the keyword targets you use may be very closely tied to your level of engagement, however, the search intent may not match. Search results change often. So marketers should always be aware of intent.
3. Make the old, new
There are many Singapore businesses who understand the power of repurposing their old content. They know that it can take a significant amount of time to come up with ideas that are new and fresh. They know that the content they put out works well because they have done the audits which prove it. They also know what content their audience does not respond to. So it stands to reason that they would want to get the most out of their existing content as possible.
Luckily, there are a lot of methods that you can use in order to achieve this goal. For instance, you could fresh up your existing content. Does your website content evergreen content that could use a little updating? Well, you could freshen it up. Go in and change this content so that it reflects the current year. This can really help to drive new visitors to your website. And the good news is all it takes is a few tweaks here and there. Add on a few new sentences and it becomes a fresh article.
Reduce and reuse
In many cases, Singapore businesses will create content in the form of infographics, videos, webinars, e-books, and product guides. These types of content usually take a significant amount of research and can lead to a lot of traffic. The only problem is that businesses tend to only promote these types of content once and then they are completely forgotten about.
Another alternative is to transform these pieces of content into something else. Figure out the information can be better used. For instance, you may break up your e-book and then turn it into several different blog posts. You may turn your webinars into landing pages. You may turn your infographics into social media content.
Recycling is another great way to get the most out of your content. You may find that there have been certain pieces that perform very well. While you may not republish this content as is, you should think about ways to use it to your advantage. Perhaps use the information on other platforms that have yet to be exposed to it.
Whether you are working with an SEO agency or are performing your SEO in-house, you should always be willing to improve your strategy. While your competition may assume that they can make a few technical changes here and there, you understand the importance of constantly monitoring what’s going on around you. Use these tips to drastically improve your online business.