Often, despite implementing all recommended practices for improving the search engine optimization (SEO) of a website, chances are that it will slide down the rankings. This is because such websites prioritize short-term goals over long-term ones. They choose to publish content on trending topics. As the trend draws to an end, the clicks dry up too. Furthermore, search algorithms are constantly evolving. Those who do not follow the latest updates are penalized by lower rankings.
What Is Sustainable SEO?
Search engines regularly update their ranking factors. You are mistaken if you believe that once you have achieved the top spot on search engine results pages (SERPs), you will never lose it. You will need a solid SEO strategy to maintain your top position on SERPs. This is where sustainable SEO comes in handy.
Sustainable SEO ensures that the content you publish is relevant and useful to your audience. In case your content fails to address the users’ concerns, publishing it online is pointless. Thus, sustainable SEO emphasises creating evergreen content, repurposing older content, improving the site structure, and assuring content compatible with all devices.
A Search Strategy for Sustainable SEO
Run a test on the Web.Dev Measure
The Web.Dev measure is essentially a Google Lighthouse test. It is a free tool with automated features ideal for improving the quality of various Web pages on the website. The Web.Dev tool is critical for long-term SEO because it tells you how Google perceives your website. What a waste it would be if everything in your SEO strategy is user centered but your website will never rank high enough on SERPs because Google does not like your website!
Web.Dev offers insights either in green or red colours. You can be confident about the quality of your site if the majority of the elements are displayed in green. However, if you see red, you should reconsider your SEO strategy. Always use this tool before creating a plan for your future SEO efforts.
Consider Your Users
You are not writing and posting content for yourself but for Internet users. Ensure that you spend some time researching the most popular search terms in your industry. Examine the search volume for each term to determine whether the search is from the geographical area where your target audience is located or from elsewhere. See how the search volume has changed over time.
Once you are aware of all of this, create awesome, well-researched, and data-backed content. See what sections you can add and check what frequently asked questions (FAQs) can be incorporated into your material.
After the content has been created, it should be promoted across various platforms. Identify which social media platform the majority of your users and subscribers use. Go to the comments section and engage with users to address their queries. Comments are vital for long-term SEO.
Evaluate your website
The next step is to evaluate your website. Start with the home page. Examine your website carefully to see what information it contains and what information it lacks. Check to see if your home page contains all of the product information necessary. When someone visits the product pillar page, it should begin with a product description, followed by its features, and then customer testimonials in video or text format. Following that, the page should include a buying option and related blogs.
A few other things to look for in your site is page speed. Your Web page will take a while to load if the images and videos on it are not optimized. Images need to be in the proper format. You also need to add alt text to it. Also, look for the devices that can access your website. If your website is not mobile-friendly and only works on a desktop, you risk losing half of your customers all at once.
Create a long-tail content map
Short keywords are considered to be extremely competitive. For example, in case you are a loan provider, ranking on the search term ‘personal loan’ is extremely difficult. The reason for this is that there are thousands, if not lakhs, of personal loan providers registered on search engines all over the world. However, if your target customer is in India, emphasising a keyword like “personal loan in India” may help you draw traffic.
The importance of long-tail keywords is evident in e-commerce sites because such websites are directly competing against established giants like Amazon. While preparing a strategy for sustainable SEO, prepare an extensive list of primary keywords, secondary keywords, branded keywords, and long-tail keywords. Choose primary keywords to better understand the industry trend and generate topic ideas. Incorporate long-tail keywords wherever they are a good fit. Find ways to include it in title tags such as H1, H2, and H3.
Tips for Sustainable SEO
1) Create amazing content
Create content that addresses the concerns of users related to your industry. For example, if you are a loan provider catering to rural areas, you can create content on the topic ‘Step-by-step guide to obtaining a loan in rural areas.’ This topic will inform readers about the minimum eligibility criteria, how to use funds, necessary documents, and so on.
2) Internal linking structure
Links are an effective way to inform search engines about the critical pages on your site. It makes it easier for search engine crawlers to locate specific content. When publishing a blog or creating a pillar page, pay attention to the links you provide on that particular Web page.
3) Research keywords regularly
Keywords that were once popular on search engines and drew a lot of traffic are now perhaps rarely searched. Therefore, you should regularly conduct keyword research to keep track of what’s trending. Utilise the new keywords in your existing blogs and pillar pages. You must further properly optimize them to drive traffic.
Pillars of sustainable SEO
1) Technical SEO
You might be good at writing content, but it will take you nowhere if you do not focus on the technicalities of SEO. The search engine considers various technical parameters to crawl through your site and complete the indexation job.
Since technical SEO is a complex task, you will need experts to execute the tasks. This type of SEO works towards improving page speed, indexing new content, resolving indexation issues, and improving rich snippets and meta tags. This type of SEO further dives into your existing keywords, URL structure, and information structure.
You may be aware that Google uses over two hundred factors—most of them related to technical SEO— to determine a site’s ranking. Working on technical SEO will help improve your site’s response time, usability, and other aspects. Eventually, traffic to your website will increase.
2) User Experience
A site that has valuable information but poor navigational structure is useless. Put yourself in the shoes of a site visitor. Will you continue to visit a site that takes several minutes to load a single page? Will you be patient while reading badly formatted content that is not broken down into bullets and paragraphs? Will you not grumble at a site where the video fails to load?
You can improve user experience by creating mobile-friendly responsive designs. The images and videos you include in your content must be relevant to the title. It should also be optimized such that it loads quickly. Also, if you notice that your target audience prefers visuals to textual content, include more visuals.
3) Social Media
Never underestimate the power of social media. It is one of the most effective ways to increase interaction with your target audience and raise brand awareness. Use social media platforms for marketing your content to achieve long-term SEO goals. Check your social media posts regularly to see what comments your followers have. As soon as you notice a question, respond to it. You should also monitor what others are saying about your brand. It will assist you in tracking down negative reviews and posts.
You could also seek the help of an influencer. It will increase the credibility of your brand.
4) Public Relations
Another method for achieving long-term SEO success is through public relations. However, if your public relations strategy is centred on offline media platforms, you may not be as successful. In recent years, online media has surpassed offline media. Entrepreneurs are taking the help of digital news platforms and online influencers to promote their brands and products.
Putting any news on an online media platform will help you draw more traffic and obtain quality backlinks. Such websites typically have a high domain score and can easily receive more clicks when a specific keyword is searched for on a search engine. However, when writing a PR article, make sure it is concise and contains only the most important information.
Sustainable SEO is crucial if you want to stay afloat on the Internet without compromising on your rank. It focuses on long-term goals that help in improving the company’s sales, revenue, and profit. The emphasis here is on evergreen content, internal link structure, and proper keyword usage.
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