In today's competitive digital landscape, getting people to notice your business is tricky. With countless companies vying for attention, standing out can be daunting. However, a powerful tactic can make all the difference: Search Engine Optimization (SEO).
Every business relies on solid SEO practices to rank highly in search engine result pages (SERPs). SEO not only boosts visibility in search engine result pages but also attracts valuable organic traffic and potential customers.
In this article, we'll explore the essential role of SEO for MSPs and dive into effective strategies to improve your company's online visibility. These strategies include keyword research, using WordPress’ Yoast SEO plugin for on-page optimization, link-building outreach, and adapting to generative search engines (SGEs).
Rest assured, Dakota Ridge Marketing’s expertise will guide you through top MSP SEO strategies, opening up a world of opportunities for your business.
The Power of Keyword Research
Enhance your company’s brand awareness with keyword research. This process helps you narrow down useful queries that people type when looking for information, products, or services on search engines.
The truth is that your page won’t get any traffic if no one is interested in researching the topic. Keyword research makes it easier for you to know which words have a search demand. If your word is highly searched, you’ll get more site visitors on a consistent basis. That’s the power of SEO for your MSP.
There’s a lot to unpack about keyword research. Consider starting with these tips:
1. Brainstorm seed keywords
Seed keywords serve as starting points for expanding keyword lists and discovering more specific niche keywords. They are typically broad and general terms that relate directly to a business’s products or services. Remember, there’s no need to harp on these words too much. As the name suggests, you’ll use these foundational terms or phrases as “seeds” to propel your MSP SEO efforts.
2. Put yourself in your target customer’s shoes
Think about their search intent. What words or phrases would they type into the search bar to solve their problem? Keep in mind that search queries usually fall into two types of keyword research:
Short-tail keywords are typically one or two simple words. These words have a high search volume, but they’re high competition.
Long-tail keywords are typically questions and phrases people search for. These tend to be a bit lower in search volume and lower in competition.
3. Consider the keyword’s difficulty
Keyword difficulty is an estimate of how hard it would be to rank on the first page of Google for a keyword. The measurement is usually based on a scale from 0 to 100, with numbers closer to 0 being the best for new websites.
Also, analyzing search volume, or the average monthly searches of a keyword, which shows how popular it is will determine the level of difficulty to rank your content.
4. Create a list of no more than 40 target keywords.
Choosing the best keywords and phrases for your website takes time and practice. Once you get the hang of it, you’ll be able to optimize your content according to what people are searching for and increase organic traffic.
Don’t be afraid to use SEO software to help you out! SE Ranking is an excellent tool that will make your life easier. It gives you a keyword rank tracker, helps you pick your target audience, and more. Google Keyword Suggest can also speed up the process by helping you generate keywords.
How to Master On-Page MSP SEO with the Yoast Plugin
It’s wise to continue your MSP SEO journey by optimizing every page and blog post on your website. With this strategy, users will find your content when they search for businesses like yours. The WordPress plugin Yoast SEO makes the content optimization process a breeze with various tools that help with keyword research, outbound links, meta descriptions, and much more.
If you’re ready to take the next steps to elevate your brand, follow these SEO tips for performing on-page optimization on WordPress posts with the Yoast SEO plugin:
Environment Setup:
Make a WordPress.org site and install the Yoast SEO plugin. Also, conduct keyword research before starting.
2. Pre-Optimization Steps
Choose a target keyword and searcher intent for the page or post. Write the content without thinking of the optimization process first to make it sound more natural.
3. Optimizing Metadata
Don’t forget about the meta tags!
Start with optimizing the page title with your keyword:
Access the "Edit Post" section in WordPress and locate the Yoast bar.
In the 'SEO Title' box, replace the default Yoast title and page format.
Optimize the title in the 'SEO Title' box by following these steps:
Click on the "SEO title" box.
Enter your desired SEO title, including the target keyword.
Keep it under 65 characters to avoid truncation in SERPs, which can lower CTR.
Use Yoast to ensure the title length is within the limit.
Use CoSchedule’s Headline Analyzer to evaluate the attractiveness of the title.
Remember that rankings are influenced not only by keywords but also by CTR, so aim for an attractive and compelling title.
Aim for a score above 60 on CoSchedule’s Headline Analyzer, but don't overly stress about it.
When optimizing the URL slug:
Keep the URL as short as possible, ideally up to 75 characters.
Include the target keyword in the URL for on-page optimization.
Remove stop words from the permalink to minimize URL length. Common stop words include "a," "the," "for," "an," and "and."
Avoid changing the URL of a page that has been published for a while, especially if it's ranking in SERPs or if other pages are linking to it. Changing the URL would constitute a migration, which is generally best avoided in most cases.
Do this to optimize the meta description:
Include the target keyword in this description.
Remember, the meta description should be under 160 characters—Google might truncate anything longer in the SERPs.
Same as with the page titles, keywords are not everything. Your meta description should be compelling and tell readers exactly what information will be provided on the page.
While meta descriptions don’t directly impact rankings, they will increase the CTR - and that is a ranking factor.
Optimize Schema for the Post
Use Google's Structured Data Markup Helper Tool to add schema markup to your post, providing additional context for search engines. Here’s what you need to do:
Go to Google’s Structured Data Markup Helper Tool.
Select a data type, such as "Articles," from the given list.
Paste the URL of the page you want to add markup to or paste the HTML, then click "Start Tagging."
Highlight selections on the left to mark up (e.g., title, author), and choose corresponding data items from the menu.
Consider using schema markup, particularly VideoObject schema, if embedding videos on your web pages.
Generate HTML code by clicking "Create HTML," and choose JSON-LD or microdata format.
Add the generated markup code to the <head> section of your page's HTML.
Test the markup using Google's Rich Results Test tool by entering your URL or code snippet. Fix any errors directly in the tool and revalidate.
Optimize Copy in the Body of the Page
Once you’ve taken care of the metadata and target keywords, it’s time to optimize the main content of the page:
Include the target keyword in the h1 heading naturally.
Ensure there's only one h1 heading above the fold, typically mirroring the blog post or page title.
Focus on creating an attractive and compelling h1, rather than solely for search engine optimization.
Analyze your headline using CoSchedule’s Headline Analyzer.
Incorporate some target keywords within the first 100 words of the content.
Use H2 and/or H3 subheadings for better readability.
Avoid excessive repetition of the exact target keyword (3-4 times per page maximum).
Include other keywords from the same keyword bucket and synonyms to contextualize the content.
Utilize LSI keywords for improved SEO, using tools like https://lsigraph.com/.
Include internal links to relevant content within your domain, following the Pillar/Cluster map.
Incorporate at least 2 or 3 internal links to related content.
Use the "Insert/Edit link" button to add internal links.
Include external links to authoritative sources or pages ranking well for the target keyword.
Consider adding a table of contents at the top of the page for easier navigation.
Optimize Images
Image optimization is just as important as optimizing everything else. Rename images with descriptive names and include descriptive ALT text for accessibility and optimization.
Final Steps
Review and test the markup and content to ensure proper optimization.
On-page optimization is taxing, but it’s worth the time. Each step and suggestion improves your site's keyword rankings, which in turn converts to more organic traffic in the long run.
Backlink Blueprint: Effective Link-Building Outreach
You can’t dominate search rankings without mastering the art of backlinking outreach. A backlink is a link on a website that leads to another. The more links that lead to your website, the higher it will rank on search engines, giving your content more visibility.
In this section, we’ll discuss the key strategies for conducting link-building outreach campaigns to acquire quality backlinks from high-ranking resource pages.
1. Environment Setup
Plenty of useful software can help with link-building. SimilarWeb is a useful Chrome extension for website analysis and traffic monitoring. Mail Hunter is another extension that automatically provides an email address upon visiting a website. The digital PR program Buzzstream is great for managing outreach campaigns.
2. Perform Keyword Research:
Again, keyword research is important. Revisit the “Keyword Research” section above to learn the best practices.
3. Create High-Quality Content:
Mediocre content won’t cut it. You must create original and useful content that people would want to link to.
Ensure the blog post aligns closely with the identified searcher's intent, addressing questions comprehensively or presenting a unique perspective.
Aim for content that surpasses or stands out from existing Google rankings.
Maintain a minimum length of 800 words.
Incorporate external links and references to authoritative sources.
Utilize relevant data or statistics where possible.
Enhance readability by keeping paragraphs concise (3-4 lines maximum).
Include relevant keywords and graphics to supplement the content.
4. Find Link-Building Opportunities (Prospecting):
Open the Resources Page Link-Building Control Sheet and make a copy.
Update the file name by replacing "[Searcher Intent]" with the campaign's searcher intent.
Add keywords associated with the campaign to column A in the "Keywords" worksheet.
Optionally add more query columns by copying and pasting existing ones, editing the query formula as needed.
Use various search queries like "resources", "useful resources", etc., in Google search.
Visit the first 50 search results and qualify opportunities based on specific criteria.
Criteria include relevance, absence from competitor lists, recent updates, and site traffic.
Look for "Suggest a new resource" links as indications of link acceptance.
Attempt to find site owner/editor email using site navigation, Twitter, or Hunter Chrome extension.
Don't spend more than 3-4 minutes searching for contact information.
Record qualified pages in the "Prospecting/Outreach" worksheet, including URL, post title, author, website name, and contact details.
Mark used keywords and move to the next row after completing queries in a row.
5. Launch Outreach Campaign:
Now, you’re finally ready to launch your outreach campaign. Follow these steps to make everything official:
Open Buzzstream and create a new project.
Set up the project by naming it using specific nomenclature and adding team members if necessary.
Add the URL you're building links to and choose to track links only to that URL.
Click "Create Project."
Download a .csv file from the "Prospecting/Outreach" sheet in the campaign control sheet.
Go back to Buzzstream, click "Add Websites," and choose to upload the CSV file.
Match columns with the content in each of them and import the data into Buzzstream.
Create a new sequence of emails for outreach.
Name the sequence appropriately and utilize dynamic fields in email templates.
Customize email templates with unique content and personalize with dynamic fields.
Set up two follow-up emails with adapted text for different situations.
Ensure the "Send follow-ups as replies" box is ticked for natural-looking emails.
Begin outreach by sending individually or in bulk, depending on familiarity with the campaign and Buzzstream.
Review details and text before starting the outreach sequence.
6. Replying to Emails:
Launching the campaign won’t be enough. You must be ready to promptly respond to all emails, too.
If someone would like to put your link on their list replies, thank them and offer to help them make the listing to show your appreciation for their time.
Mark negative replies as rejected on the spreadsheet.
Politely decline anyone who asks for payment for publishing your link.
Depending on the settings you choose, BuzzStream automatically sends follow-up emails to recipients who don’t reply.
Update your tracking sheet accordingly.
Following these steps can earn you a spot on reputable websites and help enhance your site's ranking, authority, and trust.
The Future of Search: Embracing Generative Search Engines
The last thing to consider when tackling MSP SEO is the emergence of generative search engines. These AI-powered search engines can understand user intent, sift through various sources, and compile relevant information directly on the SERP. An example would be Google’s Knowledge Graph, an enormous database of facts about people, places, and things.
SGEs will greatly impact the ways SEO and organic content creation work, but there’s no need to fear these changes. It’s in your best interest to learn more about them now. Focus on these key takeaways:
User Intent Focus: Emphasis needs to be placed on understanding the underlying reasons behind search queries rather than solely relying on keywords.
Content Depth vs. Keyword Density: As mentioned before, search engines prioritize comprehensive, in-depth content that solves user problems.
Answer Engine Optimization (AEO): AEO is a new approach that’s a step up from SEO. It directly answers user questions in a clearer, more digestible manner.
Experience, Expertise, Authority, and Trustworthiness (E-E-A-T): Credible sources with a proven track record of reliability and accuracy rank higher on search engines, and this trend will become more crucial with SGEs. Strive to become a dependable source so your content ranks highly.
Searches will go down, and zero-clicks will go up: According to Gartner’s recent search survey, search volumes will plummet (up to 25%). SGEs will allow users to bypass visiting individual sites, meaning zero-clicks will rise.
Multimodal Content is Essential: SGEs also prioritize websites that use different forms of media. To make your content more engaging, try incorporating video, infographics, interactive elements, and other multimedia formats. You can count on Dakota Ridge Marketing’s enhanced content strategy to boost your online presence and unlock your website’s full potential.
AI is a valuable tool that’s here to stay: So learn how to use it! ChatGPT, Perplexity.ai, and Gemini are some popular tools to start with.
Adapting to the SGE era requires a strategy shift that focuses on figuring out which information is most relevant to each user’s search. It's essential to review and update SEO techniques, or the competition will overshadow you.
To learn more, take a look at the webinar below where I joined the FortMesa MSP Cyber Roundtable to talk about how to boost your customer base by leveraging SGE optimization to enhance and attract targeted leads.
Elevate Your MSP SEO with Dakota Ridge Marketing
Staying afloat in the vast ocean of internet content takes a lot of effort. However, good SEO strategies and an open mind can carve a distinctive path to success.
From mastering keyword research to embracing the dawn of generative search, every aspect of SEO holds the promise of unlocking opportunities for growth.
With our expertise, you can embark on a transformative journey, where every click signifies visibility and their company’s success. Contact us today to learn more!
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