5 Tactics to Refresh a Stale SEO Campaign
SEO strategies can get stale, just like a content strategy or, to take things literally, a loaf of old bread. The landscape of SEO is always changing with Google algorithm updates and search changes, and consumer trends are always changing with new technologies and new generations, so it only makes sense that your SEO strategy could fall behind if it doesn’t change accordingly.
Consistency is key to achieving SEO results in the beginning. Your content syndication, target keywords, and overall approach all need to be in consistent line for weeks, or even months, before you start to see any momentum at all, but sometimes business owners take that consistent momentum too far, extending through years without making any changes to their strategy.
As you might imagine, this inability to change can lead SEO campaigns to a stagnant purgatory, where results, if any, are minimal. Instead of prolonging that stagnation, try using one of these five tactics to jumpstart your campaign.
1. Incorporate a New Medium. This is one of the simplest ways to refresh your campaign, and it also happens to be one of the most effective. Some businesses get stuck in a rut of using a selected range of mediums — for example, exclusively dealing in written content and occasional infographics. This is effective, up to a point, but the more mediums you use, the more visibility you’re going to get; different people react to different formats, so you’ll get more eyes and more shares (and therefore more links), plus you’ll have more opportunities to mark up your site and index your material. You don’t have to completely reimagine your campaign; instead, simply incorporate some occasional new material into your ordinary workflow.
2. Rotate Your Keywords and Topics. Keywords and topics tend to be the most common source of SEO stagnation, since it’s easy to fall into a groove of writing and optimizing. However, specific keyword rankings get harder to achieve the higher you move up the ranking ladder, and the more you cover a niche topic, the less new ground you’ll be able to cover. The key here is to uncover new topics, which neither you nor your competitors have covered, and start rotating in new keywords to expand your search visibility horizontally. This will give you the opportunity to break new ground, and build a new line of momentum as a substitute for your previous one.
3. Get New Authors. Another strategy is to liven your content feed with some new authors. Whether you don’t use guest authors at all or you’ve simply relied on your current string of guest authors for too long, it’s easy for your voice to become repetitive in your own blog feed. Start reaching out to other authors who might be interested in contributing to your blog; as a first line, you can look within your own organization to get some new insights and new perspectives. But more importantly, try to track down some major thought leaders in your industry. They’ll cross-promote the material they write for you, and you’ll benefit from increased authority and brand visibility as a result.
You can also take the opposite approach by reaching out to new external blogs as a guest in your own right. Every new article you publish on an external publication will earn you new inbound links, and will open the door to new referral traffic and new opportunities.
4. Reallocate Your Social Priorities. Each social media platform has different advantages, disadvantages, and a different distribution of users. If you’re only relying on one or two, and you’re using them consistently, you might want to consider shaking things up. You can do this in a number of ways — first, you can explore new platforms you might not have considered, testing the waters and seeing how much additional exposure you can attain. Second, you can redistribute the amount of time and type of strategies you apply to your existing social platforms to add a new spark to your campaign. Vary your posting times, your posting frequencies, and the types of interactions you manage with your users.
5. Audit Your Navigation. It’s a little more involved than some of the other strategies I’ve outlined here, but it’s worth taking a look at if you still feel like your campaign is in a rut. Your navigation is crucial to the success of your website, at least from a user experience perspective, so if you change it for the better, you’ll not only improve your SEO standings, you’ll also make all of your inbound traffic more satisfied with their brand experience.
The best way to improve site navigation is to think minimally. Reduce your pages into the smallest number of sections you can, but also make it easy for users to find exactly what they’re looking for. Re-title your pages so they concisely and accurately represent the on-page material, and as an extra measure, use interlinking to ensure no page of your site is ever more than three clicks away.
These five strategies will help restore new life to your old SEO campaign, giving you new avenues to increased visibility and increased traffic. However, be aware that these strategies aren’t a one-time fix; it’s important to ensure that you regularly change and evolve your strategy as time progresses. Otherwise, your campaign could grow stale again and you’ll end up back at square one. Remember, the key to success in SEO is a balance between consistency and adaptation. Stay agile if you want to continue to grow.