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Now more than ever, it seems the world is changing. Not too long ago, I spoke about tipping for SEO and digital marketing<\/a>, which is causing high-growth companies to drive even faster.<\/a><\/p>\n And then, of course, Google changes an average of 12 things per day<\/a> in Search, and websites are being impacted for things they aren\u2019t even doing wrong.<\/p>\n Yet with all these changes, the basics of SEO remain the same. It is important not to lose sight of the fundamentals that we know make a difference. They make a difference in Google\u2019s ranking algorithm and make a difference to businesses trying to remain relevant and competitive online.<\/p>\n That is why SEO basics are the foundation of any successful website. Let\u2019s look at this idea in more detail.<\/p>\n No matter what changes are thrown our way, a basic and dependable approach to SEO helps a company\u2019s online presence weather those changes.<\/p>\n That approach includes the following SEO principles:<\/p>\n There are countless ranking signals in Google\u2019s algorithm, with thousands of updates made yearly to Search. So it\u2019s safe to say that no one will know exactly what the search engine algorithm is looking for.<\/p>\n We do the best we can with the information that\u2019s available to us and the wisdom we have from years of practice, success and failure. We stay on top of developments and test them over and over again.<\/p>\n However, instead of focusing on every little algorithmic possibility, we instead focus on our competition. Our competition is the content ranking on Page 1 of the search results. And we discover that competition through keyword research (more on that later).<\/p>\n For more, read:<\/p>\n With keywords in tow, you will be able to see what types of search engine results are most prominent for those queries. You will prioritize your SEO and content development efforts there.<\/p>\n For example, some search queries will have more prominent video results, images, or perhaps featured snippets.<\/p>\n In other words, don\u2019t just focus on the \u201cblue links.\u201d When you approach SEO and content development by understanding which features Google believes are the most relevant for a query, you evergreen your SEO program.<\/p>\n For more, read:<\/p>\n Analyze the content and the webpages that are ranking for your desired keywords. What are they doing well? What can you do better?<\/p>\n As mentioned, the goal of SEO is not to try to beat the ranking algorithm, which is infinitely large. The goal of SEO is to beat the competition.\u00a0And the way to do that is to be least imperfect compared to the competition. Every website is imperfect against the Google algorithm. And when Google evaluates which pages to serve in its search results, it chooses the least imperfect compared to others for that search.<\/p>\n For more, read:<\/p>\n Here are five basic SEO strategies that are proven to get results:<\/p>\n SEO keywords are single words or short phrases that represent the search queries that people use in a search engine. Once you have identified your keywords and explored the intent behind them (i.e. what a person is trying to accomplish when they use them in Google), you can do the following and more:<\/p>\n For more, read:<\/p>\n How you organize the content on your site matters for search engines and users. SEO siloing builds relevance for a website and positions it as an authority on a topic. It also helps website visitors navigate the content with ease, and get complete answers to their questions.<\/p>\n For more, read:<\/p>\n Google wants to display the most useful content to its search engine users. So quality content is likely the most important ranking factor to get right.<\/p>\n For more, read:<\/p>\n The performance of your website matters to website visitors. That is why you need to make sure that the site provides a good user experience. You do this through technical SEO practices that optimize the back-end of the website.<\/p>\n In addition, you want to help Google understand what a webpage is about, and this can be accomplished through on-page SEO.<\/p>\n For more, read:<\/p>\n How you link to other webpages matters in SEO. There are three primary strategies in linking:<\/p>\n Each type of linking strategy has its own best practices. It is important to strive for quality and relevance with every link.<\/p>\n For more, read:<\/p>\n Without the basics of SEO, websites suffer when Google changes things or we experience economic or market downturns. This results in knee-jerk reactions that end up costing businesses more in the end than an upfront investment in evergreen SEO strategies.<\/p>\n Looking to add an evergreen SEO strategy to your company plan? Talk to us<\/a>. We can help.<\/strong><\/em><\/p>\n With search engine algorithms frequently changing and competition intensifying, adopting an evergreen SEO strategy is essential to remain competitive in the long run.<\/p>\n An evergreen SEO strategy focuses on core principles that remain effective regardless of algorithmic shifts. The key is prioritizing beating the competition rather than chasing after ever-changing search engine algorithms. Conducting thorough keyword research to identify and understand your competition is the first step. By analyzing what content ranks on Page 1 of search results for your target keywords, you gain valuable insights into your competitors’ strategies and areas for improvement.<\/p>\n Adopting a Whole-SERP approach is a crucial aspect of a successful evergreen SEO strategy. It goes beyond focusing solely on traditional blue links in search results. Instead, consider the various features that Google deems relevant for a specific query, such as featured snippets, images, videos, or knowledge graphs. By understanding which elements are prominent for your target keywords, you can tailor your SEO and content development efforts accordingly to maximize visibility and engagement.<\/p>\n Optimizing to be the least imperfect compared to your competition is another fundamental principle of an evergreen SEO strategy. Instead of obsessing over trying to outsmart the ever-changing ranking algorithms, concentrate on delivering the best possible user experience and content quality. Analyze the webpages that rank for your desired keywords and learn from their strengths. By providing more value to your audience and addressing their needs comprehensively, you increase your chances of ranking higher in search results.<\/p>\n Implementing evergreen SEO strategies involves five proven practices:<\/p>\n Mastering the art of evergreen SEO is essential for staying competitive in the ever-changing digital landscape. By focusing on beating the competition, understanding user intent and delivering high-quality, valuable content, businesses can create a solid foundation for long-term online success.<\/p>\n Step-by-Step Evergreen SEO Strategy Implementation:\u00a0<\/strong><\/p>\n There are a ton of advanced Web marketing tactics these days, and the evolution of the field has brought us to a very healthy, holistic approach to digital marketing. But it\u2019s equally important not to lose sight of the basics that allow a website to reach its full potential. We see it time and time again; sites that don\u2019t implement the fundamentals of SEO find obstacles creeping in to various parts of their sites, their businesses, their strategies. That\u2019s why SEO basics are the foundation of any successful website.<\/p>\n At the upcoming Search Engine Strategies in San Francisco this August, Bruce Clay presents the session, \u201cGetting Started with SEO.\u201d Conferences host these types of sessions time and time again because the basics of SEO are still very relevant.<\/p>\n This is because:<\/p>\n -Large brands with complicated websites are unable to take their site to the next step without implementing the basics of SEO on their site. Inspired by Bruce\u2019s upcoming presentation, I thought we\u2019d use this post to look at what SEO basics still matter and why. But first, let\u2019s explore the \u201clasting\u201d side of SEO \u2013 the approach to SEO that stands the test of time.<\/p>\n\n
<\/a>What Is an Evergreen SEO Strategy?<\/h2>\n
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1. Beat the Competition, Not the Algorithm<\/h3>\n
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2. Focus on a Whole-Serp Strategy<\/h3>\n
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Optimize To Be the Least Imperfect<\/h3>\n
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<\/a>What Are Some Basic SEO Strategies That Get Results?<\/h2>\n
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1. Keyword and Audience Research<\/h3>\n
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2. Information Architecture aka SEO Siloing<\/h3>\n
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3. Quality Content<\/h3>\n
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4. Technical and On-Page Optimization<\/h3>\n
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5. Linking Practices<\/h3>\n
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<\/a>FAQ: How can I implement an effective evergreen SEO strategy to stay competitive in an ever-changing digital landscape?<\/h3>\n
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\n-Small business site owners are just getting started in search engine optimization, and need to understand why these tactics exist, and how to implement them.<\/p>\n