Tactical SEO, how to use it to drive traffic to your website
Tactical SEO is often overlooked by both search engine optimisation (SEO) agencies and internal marketing teams. What is tactical search engine optimisation and how can you use it to drive more traffic to your website?
Tactical SEO is making use of search opportunities by dynamically, targeting key phrases, often short term for higher relevant traffic. When looking at SEO, many people often only consider strategic search, that’s to say the words they want to be top for on a long term basis and how to achieve those top positions. However tactical or short term SEO can be used very effectively to attract more relevant and targeted traffic to your website. One of the early steps in a good SEO campaign is to research and establish what key phrases to target. When this has been done then these are infused into the code and content of the site and back links encouraged and built to it.
Target phrases should not be seen as static though. Their search frequency changes with such things as the seasons, through multiple events such as changes in trends or even with the weather.
To take advantage of tactical SEO it’s vital that your site is highly dynamic i.e. you can add optimised content to it on a frequent basis. The ability to add new sections, update resource pages, post blogs, and add videos can all help with this.
So where are the opportunities within tactical SEO? Here are a few ideas.
Trade shows, conferences and events; if you’re going to be present at the show or just going, then add a page to your site about the event. Well optimised, it is possible that your page will be listed higher than that of the show itself with some phrases.
News; it’s always good to have a section of your site with industry news. This could be a dedicated news section or a blog. Post into it with optimised and targeted headlines and content about this news and your site should appear well for those phrases. If time or expertise is an issue, then outsource this function.
Changes in legislation; similar to news but these are more specialized. Write a white paper or opinion piece on the recent change in legislation, headline it with some of your target phrases and monitor where your item is on the search engines. You should find it appearing well.
New terminology; most industries are continuously adding new terminology or jargon. These are often searched, especially when they’re new and if you add pages with this new terminology your site will have an excellent chance of being highly listed.
New products and services; if you are offering new products or services then make sure you are adding pages to your site optimised for these. This is more of a strategic or long term action but in the short term can be tactical.
Here are just a few ideas about how to keep your site fresh, updated and most importantly good for tactical search. By continuously adding keyword rich content to your site and making the most of opportunities your site will be visited by more people with an interest in what you do or sell.
