How to BOOST Your Search Rankings
I’ve worked with dozens of companies from Fortune 100 clients to mom and pop shops to help improve their digital marketing and have discovered a very reliable process for BOOST’ing your search rankings:
Step 1. Build target profiles
Knowing your target market is absolutely critical to your marketing success. The type of people you target will dictate all other marketing decisions that you make. Create very clear profiles for each of your primary customer types (and remember to create profiles for your “anti-target” or those who are not in your sights).
Step 2. Outline topics
Once you clearly define your target market, the next step to BOOST your search rankings is to understand what those people search for online. If you are targeting professional chefs, you probably don’t want to talk about brain surgery. Make a very clear outline of the topics and keywords that will be your main goal to rank well for.
Step 3. Observe ACE
Now that you know what you want to rank for, next up is taking stock of your current ranking situation. Take a deep dive into each of the factors within ACE and create a plan to improve each section of Architecture, Content, and Endorsements.
Step 4. Strengthen ACE
Okay, so you’ve got a game plan to improve ACE for the topics in Step 2, now it’s time to make it happen. Take each update one step at a time and make sure you implement everything accurately with quality and focus at the forefront.
Step 5. Track success
Give your updates some time to make an impact, then take a look at your success metrics to see how well your new SEO program has worked for you. Some KPI’s I recommend are visits from organic search, number of keywords ranking for, rank for core topics, and most importantly revenue generated from organic search.
Step 6: Repeat
Once you’ve completed the entire BOOST process, it’s time to start over. You see, SEO is an ongoing, long-term play. Even if you’ve done everything perfectly your first time around, it’s crucial to double and triple-check your work. Further, it’s so important to reevaluate your future plans based on Step 5. If you’re seeing success, try to scale what’s working. If you’re not seeing success, try to make adjustments to get there.
Finally, I highly recommend reviewing Step 1 once per quarter or so because user behavior changes often and the more intentionality you push toward accurate target profiles, the better off you’ll be.