The Three Bosses of SEO - Deepstash
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The Three Bosses of SEO

The Three Bosses of SEO

Creating high-quality content, making sure that you have a solid link-building strategy, making sure your site is technically sound, are great things to do when it comes to SEO. However, none of them would be as effective if you're not taking a look at things from a strategic wider lens. You have to take a step back and look at what you're doing and why you're doing them in order for you to get the results that you need.


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Your Business

  • Key metrics & goals: Your business goals determine your marketing goals, which determine your SEO goals.
  • Competitors: Direct & informational competitors (provide information to your ideal audience).
  • Resources: Time, budget, & personnel.
  • Brand identity + recognition: Determines the types of content that you go after.
  • Area of expertise + Strengths: Lean on your expertise & strengths. Collaborate with others to help you with your weakness and provide information to your audience.
  • Time in business: A new website should be different from an older one.


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  • Search intent & relevance
  • Topics, not keywords
  • Personal factors: The emotional, psychological, social, & economic factors affecting them.
  • Brand affinity and trust
  • Trends & seasonality
  • Search behavior: Study what's changing in their search behavior & react to that.
  • Customer journey: Their journey before they get to your business allows you to know the type of content you need to create to fill in the gap in their journey.
  • Struggles
  • Location: Different locations have their own slangs, culture, behaviors, & ways of doing things.
  • Accessibility: Different people search for things in different ways.


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Search Engines

  • Business model: Have a site that is in line with their business.
  • Natural language processing: Cater your content towards the goal of helping people get answers to things that they search for in a natural way.
  • Expertise, authoritativeness, & trust
  • Links: Backlinks & internal links.
  • Core web vitals
  • Indexability
  • Schema markup
  • Query deserves freshness: For certain queries, the search engines determine that more up-to-date information is more relevant than other types of content, so they refresh them more frequently.
  • Ongoing updates


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