SEO roadmap and planning

Of course, if you have a Web site, your goal is for search engines to find it as well as possible. After all, visibility and findability lead potential customers to visit your website and learn about your products and/or services. To achieve that, an effective SEO strategy is essential.

To help you do that, I wrote this article. I’ll tell you in detail how to implement an SEO roadmap, from doing a baseline measurement to monitoring performance to implementing technical optimizations and link building. In addition, I discuss the importance of an SEO specialist. This is of service to you in getting to know the client and analyzing technical SEO, content and authority. After reading this article, you can roll up your sleeves and get started with SEO.

Table of contents show

Creating an SEO roadmap

You lay the foundation for your search engine optimization success by creating a roadmap for an SEO strategy. Many entrepreneurs report that, in practice, this turned out to be a lot harder than they thought. Therefore, an SEO strategy can be complex and depends on several factors, such as your target audience, competition and available resources. Below, however, I have laid out a general roadmap that can help you create an effective SEO strategy.

An SEO roadmap

Step 1: getting to know the client

If you want to develop a successful SEO strategy, it is crucial to understand the customer. Your job is to connect the client’s goals with SEO opportunities. This means zeroing in, identifying relevant keywords and creating high-quality content to reach the right audience. For continued SEO success, monitor performance regularly and make adjustments as needed.

Step 2: establishing KPIs

A KPI is a Key Performance Indicator, or variable by which you measure performance. Without KPIs, you have no guidance on how to measure your SEO strategy and assess whether you are achieving your goals using them.

Step 3: baseline measurement

Before making any changes to your website, a baseline measurement is essential. This measurement gives you insight into the current status of your website.

Step 4: Setting SEO goals

To effectively measure and improve an SEO strategy once developed, it is essential to set SEO goals.

Step 5: SEO strategy analysis

A comprehensive analysis of various aspects of the website is a prerequisite for developing a successful SEO strategy. In doing so, it is important that you have an eye for technical SEO as well as content and authority.

Step 6: execute SEO strategy

If you want to develop a successful SEO strategy, a holistic approach is necessary. The three elements mentioned above, namely technical SEO, content and authority, each play an important role. With technical SEO you optimize the website architecture, with a content strategy you create high-quality and relevant content, and with link building you increase authority with quality links.

Step 7: Monitoring and reporting

Finally, monitoring and reporting your website’s SEO performance is crucial to an optimal strategy.

Now that you know what a roadmap for an SEO strategy roughly looks like, I’ll go into more detail about each step in the rest of this article.

SEO roadmap in a nutshell

No time for a long article? No problem. In that case, watch the video below for a summary of this article.

Step 1 – getting to know the client

Getting to know the client is important for a successful SEO project. Only when you know the client can you identify the right keywords, create appropriate content and reach the intended audience. From this first step flows a baseline measurement and a clear SEO strategy. The goal here is to identify the current position and explore what is needed to achieve the set goals.

Getting to know the client of an SEO project is important for several reasons:

  • Identifying keywords: when you know the customer, you can understand what language and keywords are the right ones. You then integrate these into the SEO strategy you develop. This will make your website even more visible in search engines and attract more relevant visitors.
  • Create relevant content: only if you understand the customer can you create content that matches their interests and needs. Relevant content makes it significantly more likely that the right audience will visit the website and engage with the brand.
  • Understanding the target audience: getting to know the customer will help you understand who your target audience is and how best to reach them. This could mean, for example, tailoring your content and marketing messages to specific demographics or interests.
Understanding the target SEO roadmap
  • Improve user experience: understanding the customer also allows you to create an improved user experience. This could mean, for example, simplifying navigation, reducing loading speed and adapting content to customer needs and interests.

Step 2 – establishing KPIs.

KPIs are best thought of as a measuring stick for the progress of your SEO strategy. Of course, in order to measure the right goals, you also need to set up the right KPIs. Below I explain what you can do to determine these in an accurate way.

Identify your objectives

First, go over what your goals for your SEO strategy are. Examples include increasing the number of organic searches, improving your website’s ranking in search engines or increasing conversion rates on your website.

Determine the measurable factors

To determine the impact of an SEO strategy on your goals, you need measurable factors. Examples include the number of visitors, the bounce rate, the time visitors spend on your website, the position of your website in search engines and the conversion rate.

Choose relevant KPIs

When you get started with an SEO strategy, you can set up numerous KPIs. However, select those that are most relevant to measuring the performance of your search engine optimization efforts. These could include the number of organic searches, your website’s search engine ranking, the number of sessions on your website, average time on the website and conversion rates.

Set measurable goals

Finally, set measurable goals for each KPI. For example, a measurable goal is to increase the number of organic searches by 20% or to achieve a position on the first page of organic search results. Your goals should be attainable and realistic on the one hand, but at the same time provide enough of a challenge to spur you into action. It is important to regularly evaluate your progress and adjust your strategy based on the results you see.

Step 3 – baseline measurement

The baseline measurement is the first moment of measurement. The results will give you insight into where you are now, or in other words the performance of your website before you have made adjustments to it. A few things are of particular importance when conducting such a baseline SEO measurement. I briefly explain them below.

Determine the keywords

Determine which keywords are relevant to your business and your target audience. To do this, use a keyword research tool, such as Google Keyword Planner, SEMrush or Ahrefs.

Analyze the search results

Enter keywords into search engines such as Google and analyze the search results. Next, see which pages currently rank high and which pages are shown in searches. Also note your own position for these keywords.

Analyze the website

Analyze your own website carefully to determine how well it is optimized for your defined keywords. For example, look at the titles, meta descriptions, headings and images on the pages of your website. Analyze the technical aspects of your website with a tool such as Screaming Frog or Sitebulb.

Create a report SEO roadmap

Define the statistics

In a baseline measurement, of course, you determine the current statistics for your website. Key metrics include number of organic searches, number of visitors, bounce rate, average time on site and conversion rate. A tool like Google Analytics can help you with this.

Create a report

Analyses and measurements can never prove their full value if you don’t capture the findings in a report. In your baseline measurement report, you record your website’s current positions for the chosen keywords, as well as how well your website is optimized for these keywords. Finally, you also incorporate all the current statistics for your website.

Performing a baseline SEO measurement will first and foremost give you a clear picture of where you are now. Second, a baseline measurement provides insight into the steps you need to take to improve your SEO strategy. You don’t perform a baseline measurement once. By repeating these regularly, you can keep a close eye on whether you have already been able to make improvements with your SEO strategy.

Step 4 – Setting SEO goals

Measuring becomes useful only when you define exactly what you want to measure. Setting your SEO goals is therefore an essential next step to effectively measuring and improving your SEO strategy. I tell you below about how best to proceed to set concrete goals.

Identify your most important keywords

You start by determining the keywords that are most relevant to your business and your target audience. To do this, use a keyword research tool, such as Google Keyword Planner, SEMrush or Ahrefs.

Analyze the competition

Not only does the status and progress of your own website play a role within search engine optimization, but so does that of your competitors. Therefore, analyze your direct competition and determine where they currently rank for these keywords. For example, see what keywords they target and how well they are optimized for them. Of course, their position in search engines is also an interesting fact.

Formulate measurable objectives

Then move on to setting measurable goals for each of your key keywords. Business owners often mention improving their ranking in organic search results. But increasing conversion rates can also be a measurable goal.

Make the objectives SMART

It is advisable to make your goals SMART. This abbreviation stands for Specific, Measurable, Acceptable, Realistic and Time-bound. For example, specify how many positions you want to improve, what percentage you want to increase and within what time frame you want to achieve these goals. So what you’re actually doing in this step is making your goals concrete.

Create an action plan

Finally, you draw up an action plan to achieve the objectives. What that action plan looks like depends on the chosen objective.

Step 5 – SEO strategy analysis

To implement a successful SEO strategy, you need to subject the various aspects of the website to a comprehensive analysis. As you may know, technical SEO, content and authority are the three facets of search engine optimization. Below I explain to you what the most important parts of an SEO strategy analysis are for each of the three.

Technical SEO analysis

A technical SEO analysis can help optimize the technical aspects of your website. Search engines can thus crawl and index your website more easily. These are some of the main steps for performing technical analysis in SEO:

  • Check indexation: verify that all pages on your website are indexed by search engines. You want to avoid having pages that should not be indexed. For example, use Google Search Console for this purpose.
  • Check loading speed: check how much time your website takes to load. If necessary, optimize elements that can slow down the loading speed. Often, but not exclusively, these are images. For this step, for example, use Google PageSpeed Insights.
  • Check responsiveness: verify that your website is responsive and displays well on different devices and screen sizes. Mobile-friendliness is crucial today.
Optimized for mobile
  • Check site structure: check the site structure and make sure it is easy for search engines and users to navigate through your website. A tool like Screaming Frog can serve you in this regard.
  • Check for broken links: check for broken links on your website and make sure all links work. For example, use Google Search Console or a tool such as Xenu Link Sleuth for this purpose.
  • Check canonical tags: all pages on your website should have the correct canonical tags to avoid duplicate content. Again, you can use Screaming Frog for this.
  • Check the robots.txt: make sure the robots.txt file on your website is configured correctly and that search engines have access to all the pages they need to index. A tool of choice for this is Google Search Console.

By following these steps, you can optimize the technical aspects of your website and improve its performance in search engines. Remember to evaluate your progress regularly. Based on the results that emerge each time, adjust your strategy.

Content analysis

A content analysis can help improve the quality and relevance of the content on your website. This is another important factor in ranking higher in search engines. Here’s what steps you can follow to perform a content analysis for SEO:

  1. Identify key keywords: first, identify the most important keywords you want to be found on. Then analyze how well your content currently ranks for these keywords.
  2. Analyze the competition: analyze the content of your competitors who are currently ranking high for the most important keywords. Look at the quality as well as the relevance and length of their content.
  3. Review search intent: analyze the search intent behind key keywords and create content that reflects this search intent. To do this, use Google Keyword Planner or AnswerThePublic, for example.
  4. Check quality: check the quality of the content on your website. This should always be high, but also relevant to your target audience. Your content should reflect their search intent.
  5. Optimize the content: you do this by including the most important keywords in strategic places. You can think about the title, meta description and subheads.
  6. Check the length: the length of your website content should be such that it is sufficiently informative and relevant.
  7. Create a content plan: create a plan for new content you want to create to improve the quality and relevance of the content on your website. In doing so, never forget that your content should be targeted primarily at key keywords and search intent.

By following these steps, you can improve the quality and relevance of the content on your website and ensure that it ranks better in search engines. Again, regular evaluation of your progress and adjusting your strategy based on the results is critical.

Keyword research

Keyword research is an important part of a successful SEO strategy. Below are some steps you can follow to conduct keyword research:

  1. Make a list of relevant topics: these are topics that are relevant to your business or website. They should be at the heart of your keyword research.
  2. Identify keywords for each topic: use tools such as Google Keyword Planner, Ahrefs or SEMrush to identify keywords related to each topic on your list. Make a list of all keywords relevant to your business.
  3. Analyze the competition: analyze the keywords your competitors are using. What keywords are they using to rank high in search engines? An answer to this question can help you identify opportunities and then outperform your competitors.
  4. Shortlist keywords: shortlist the most relevant and promising keywords. You create this list based on search volume, competition and relevance to your business.
  5. Test the keywords: use the shortlist of keywords to set up test campaigns. Such campaigns are best run with Google Ads, although you can also test and evaluate keyword performance with several other platforms.
  6. Keep optimizing: keep monitoring and adjusting your keyword research and performance regularly. That way, you ensure that your keywords are not only relevant now, but remain relevant in the future.

By conducting keyword research, you can identify the right keywords to use in your SEO strategy. You’ll make your website more relevant to your target audience by better meeting their information needs. Perform keyword research not only at the beginning of the SEO process, but also during it. This is how you make sure your keywords stay up-to-date.

Determining the potency of keywords

Determining the potency of keywords is an important part of SEO. Using this step, you can even better determine which keywords to focus on. If you are going to determine the potency of keywords, consider the following factors:

  1. Search volume: analyze the search volume of the keywords you want to target. For example, you use a tool like Google Keyword Planner for this purpose.
  2. Competition: analyze the competition on the keywords you want to target. With Google Search, for example, you can easily determine which websites are currently ranking high for these keywords.
  3. Relevant content: analyze whether the content on your website is relevant to the keywords you want to target. After all, besides being high quality, your content must also be relevant to users’ search intent.
  4. Long-tail keywords: focus on long-tail keywords that are specific to your target audience and website content. These keywords often have less competition and can give you higher conversion rates.
  5. Trends: analyze trends and seasonal changes in keywords. This way you can determine which keywords are currently popular.
  6. Determine search intent: analyze what the search intent behind the keywords is. With that knowledge in mind, you can ensure that the content on your website matches this search intent. Again, Google Search can serve you well in this regard.

By following these steps, you can determine the potential of keywords and select those that will be most effective for your SEO campaign. Again, be sure to regularly evaluate your progress and adjust your strategy based on the results identified.

Landing pages

A landing page is a web page that visitors land on after clicking on a link, advertisement or search result. The intent of this page is to convince the visitor to take an action. That could be anything: filling out a form, downloading a white paper or buying a product, for example.

Landing pages are often designed to grab the visitor’s attention. They can thus direct him or her to a specific call-to-action. The pages are purposeful and provide visitors with quick and clear information about the offerings presented. Therefore, good landing pages usually have a clear headline and sub-headline. Also distinctive are their compelling content, images or videos that support the message and clear call-to-action.

People often deploy landing pages in online marketing campaigns such as Google Ads to increase conversion rates. By opting for targeted landing pages instead of a website’s general homepage, marketers can better direct visitors to a specific action. This increases the likelihood that the visitor will actually take this action.

What is the connection between a good landing page and keywords?

A good landing page is relevant to the keywords users apply to find the page. Keywords and landing pages have a strong connection. After all, the former are the basis of the search process, while landing pages are the next step in turning visitors’ interest into an action.

When a user performs a search, he or she hopes to find a relevant page that matches his or her query. On a well-optimized landing page, a user will linger longer and take the desired action. This can range from filling out a form to buying a product.

A good landing page for keywords contains relevant content that supports the user’s intent. This could include specific information about the product or service the user is looking for. Relevance may also lie in the fact that the page clearly indicates how the user can proceed with the desired action. Optimizing landing pages for the right keywords is critical to a successful SEO strategy and higher conversion rates.

Analyze authority of website

A website’s authority can also have a big impact on its performance in search engines. You can analyze a website’s authority in the following ways, among others:

  • Use the Moz Link Explorer: this tool gives a domain authority and page authority for each page on the website. It also provides insight into the quality and quantity of links to the website.
  • Check backlinks: check the backlinks to the website and analyze their quality. Using tools such as Ahrefs, Majestic or SEMrush, you can evaluate backlinks.
Check backlinks SEO roadmap
  • Review social signals: review the website’s social signals and analyze its popularity on social media. The popularity on those platforms can be an indication of the popularity and authority of the website.
  • Analyze content: assess whether website content is high quality and valuable to the user. In fact, search engines value this highly and assign higher authority to websites with content that meets it.
  • Check loading speed: also check how fast the website loads. Search engines prefer websites that load quickly. On the contrary, if your website takes a long time to load, it will lead to lower authority.

With the above analyses, you can assess a website’s authority and determine how it compares to other websites in your niche. You can use this information to improve your SEO strategy and thus your website’s performance in search engines.

Tools for SEO

There are many different tools available for SEO. Some of it is available for free and some is paid. I’ve listed some of the most widely used and popular tools for SEO for you:

  1. Google Search Console: a free tool from Google that gives you insight into how your website is performing in Google’s search results. He tells you about keywords, clicks, impressions, CTR and errors, among other things(1).
  2. Google Analytics: a free tool from Google that gives you insight into how visitors behave on your website. The tool provides information such as number of visitors, sessions, bounce rate, average time on site and conversions.
  3. SEMrush: a paid tool that allows you to analyze competitors, find keywords, manage backlinks and improve the overall performance of your website(2).
  4. Ahrefs: a paid tool that helps you find keywords, analyze competitors, manage backlinks and improve the overall performance of your website(3).
  5. Moz: a paid tool that helps you with the same issues as Ahrefs.
  6. Screaming Frog: a paid tool that helps you optimize technical aspects of your website. This includes finding broken links, duplicate content and incorrect redirects.
  7. Yoast SEO: a free plugin for WordPress that helps you optimize on-page SEO. Options include optimizing titles, meta descriptions, headings and content.
  8. Keyword Tool: a free tool with a paid version as well. You use this tool to find keywords for your website and content.

Step 6: execute SEO strategy

A successful SEO strategy requires a holistic approach, or one that incorporates all key elements. Search engine optimization consists of the three categories of technical SEO, content strategy and link building. Ideally, a good balance exists between these. This leads to more traffic, higher search engine rankings and more conversions.

Technical SEO focuses on optimizing the website architecture and technical aspects of the website. The content strategy focuses on creating high-quality and relevant content that matches the search intent of the target audience. Link building focuses on obtaining quality links from other Web sites to increase your Web site’s authority. Below I briefly tell you a little more about each of the three elements.

Technical SEO strategy

Technical SEO includes all the technical aspects that affect your website’s performance in search engines. These are some of the most important parts of technical SEO:

  • Website structure and navigation: when your website and its navigation are clear and organized, it provides visitors with a better user experience. Moreover, this also allows search engines to index your website more easily, which is positive for your ranking.
  • Sitemap: a sitemap is an XML file that contains the pages on your website. Search engines can thus index the pages on your website faster and more efficiently(4).
Sitemap SEO roadmap
  • Robots.txt file: a robots.txt file gives instructions to search engines about the pages of your Web site that it may or may not index.
  • Canonical tags: canonical tags help search engines determine which page is the most important version. Their role is especially important when certain content appears on multiple pages on your Web site(5).
  • Load speed: the speed at which your website loads is an important factor in both user experience and search engine ranking.
  • Responsiveness: the design of your website should be suitable not only for desktops and laptops, but also for mobile devices. After all, more and more searches are conducted from mobile devices.
  • Redirects: 301 redirects automatically redirect visitors and search engines to another page, for example in the case of a changed URL structure.
  • HTTPS: An HTTPS connection provides a secure connection between the website and the user. For search engines, this is a ranking factor of importance.
  • Structured data: structured data allows search engines to better understand and index the content on your website.

A technical SEO strategy focuses on optimizing the technical aspects of your website to improve its performance in search engines. Below I describe some of the things you can do to set up a strategy for technical SEO:

Analyze the current technical state of your website

When you analyze the current technical state of your website, you can determine which technical aspects you need to optimize. You then use tools such as Screaming Frog, Sitebulb or Google Search Console. Points you examine include URL structure, internal link structure, robots.txt file, sitemap, load times and mobile usability(6).

Set priorities

When it comes to search engine optimization, you never set priorities based on feelings, but on findings. In this case, you use the results from the technical analysis to do so. Determine which aspects have the greatest impact on your Web site performance in search engines and which aspects you can improve the fastest.

Create an action plan

Next, you draw up an action plan. You improve the technical aspects that have priority first. Create an action plan to improve priority technical aspects. This can include optimizing URL structure, improving internal link structure, reducing load time, optimizing mobile usability and more(7).

Implement the improvements

Implement the improvements on your website. These include modifying code, changing URL structure, adding internal links and optimizing images(8).

Monitor and analyze performance

To find out if the improvements have had a positive effect on search engine performance, monitor and analyze carefully. You will use tools such as Google Analytics and Google Search Console.

On-page SEO

On-page SEO refers to the optimization of a page’s content and HTML source code. We also refer to this with the term “content. Below are some elements you can follow to perform on-page SEO:

  • Keyword research: determine which keywords are relevant to the page and target audience. To do this, use a keyword research tool such as Google Keyword Planner, SEMrush or Ahrefs.
  • Optimize the title tag: the title tag is the most important on-page element. You include the main keyword, as well as brief information about what can be found on the page.
  • Optimize the meta description: the meta description is the short piece of text that appears below the title in the search results. This description should properly reflect the content of the page and include the most important keyword(9).
  • Optimize heading tags: use heading tags (H1, H2, H3, etc.) to structure page content. Always make sure the most important keyword appears in the H1 tag.
Optimize heading tags
  • Optimize content: page content should be relevant, informative and of high quality. Incorporate the main keyword and related keywords naturally into the text. In doing so, you also always consider length and readability.
  • Use internal links: internal links allow you to connect the content of one page with related content on other pages of the website.
  • Optimize images: you do this by using relevant file names, alt tags and compression. This way, you reduce the page’s load time and strengthen its content.
  • Use schema markup: this allows you to structure and describe the content of the page. Search engines can therefore better understand the content.

Content Strategy

Of course, content strategy is also an important part of an effective SEO strategy. It helps you create high-quality content. It targets the keywords you want to be found on and knows how to appeal to your target audience. Below I briefly tell you about things you can do to set up a content strategy for SEO:

Determine your target audience and keywords

Determine who your target audience is and find out what keywords they use to search for your products or services. To do this, you use a keyword research tool, such as Google Keyword Planner, SEMrush or Ahrefs.

Analyze competitor content

Also, don’t forget to analyze your competition’s content. What are they writing about and what keywords are they targeting? Not only the topics covered on their websites, but also the way they present them and the number of backlinks they have deserves attention.

Determine your content formats and channels

Decide what formats and channels you will use to distribute your content. These could include blog posts, infographics, videos, white papers or social media.

Create a content calendar

On a content calendar, you plan what content you publish and when. It is also important to make clear who on the team is responsible for creating and publishing them.

Create high-quality content

First and foremost, high-quality content is content that targets the keywords you want to be found on. Also, it is content that matches the needs and interests of your target audience. The content on your website should always be relevant, informative and well-written.

Optimize your content for SEO

Optimize your content for SEO by using the right keywords in titles, meta descriptions, headings and body text. With internal and external links, you increase the authority of your website.

Promote your content

With your carefully created content, you make even more impact when you promote it through different channels. This could include social media, email marketing and link building. Span yourself to ensure that your target audience sees your content and that you naturally obtain as many backlinks as possible.

Link Building

The term link building refers to the process of obtaining quality and relevant backlinks to your website from other websites(10). A good link building strategy can help improve your website’s authority and ranking in search engines. Below I tell you a little more about what you can do to establish an effective link building strategy:

  1. Define your goals: clarify for yourself what goals you want to achieve with your link building strategy. Here you can think about increasing the authority of your website, improving its ranking in search engines or generating more traffic to your website.
  2. Identify qualitative and relevant websites: research which websites can provide qualitative and relevant backlinks to your website. To do so, use tools such as Ahrefs, SEMrush or Moz. When doing so, focus only on websites that are related to your industry or topic.
  3. Create a link building plan: in this plan you describe how you plan to obtain the backlinks. Your plan should be based on quality content and not black hat techniques such as buying links.
  4. Create quality content: create high-quality content. That is content that is relevant and valuable to your target audience. The higher the quality, the more likely it is that other websites will want to share your content and link to your page.
  5. Outreach: when you run an outreach campaign, you send personalized emails to potential websites. In it, you ask them if they are willing to link to your website. It is important that you make it clear what the added value of your content is and why it is relevant to their target audience.
  6. Social media: promote your content on social media to create more visibility. That way you reach even more people who might want to link to your website.
  7. Monitor and analyze progress: by carefully monitoring and analyzing constantly, you keep a close eye on the progress of your link building strategy. This will help you determine which tactics work and which don’t. Based on the results, adjust your strategy as needed.

Step 7: Monitoring and reporting

I mention it frequently in my articles: SEO monitoring and reporting are essential parts of optimizing your SEO strategy. So if you want to improve your website’s performance in search engines, there is no way around this. I briefly tell you the ways you can monitor and record your SEO progress.

  1. Use Google Analytics: this free tool lets you monitor your website’s traffic. You track key metrics such as visitors, sessions, bounce rates, pages per session and average session duration.
  2. Use Google Search Console: This free tool from Google lets you track some key SEO metrics. These include the performance of your keywords, the number of times your website has appeared in search results and the number of clicks your website has received.
  3. Monitor your keywords: use tools such as SEMrush, Ahrefs or Moz to track the ranking of your keywords and the performance of your competitors. Based on this information, you can decide which keywords to optimize. At the same time, it also becomes clear which keywords are of little or no value to target.
  4. Monitor your backlinks: use tools such as Ahrefs or Majestic to track and analyze the backlinks to your website. Using this information, you can improve the quality of your backlinks. Remove the backlinks that do not add value.
  5. Monitor your content: monitor the performance of your content based on the number of views, the time visitors spend on the page and the bounce rate. You’ll gain a clear understanding of which content to optimize and which to remove.
  6. Monitor your technical SEO: Use tools such as Screaming Frog or DeepCrawl to regularly scan and check your website for technical issues. Examples of such problems include broken links, error messages and slow loading times.

Maintained monthly

Tracking your website’s performance in search engines is an ongoing process. Regular monitoring and evaluation are therefore necessary. Wondering how to keep up with your search engine optimization monthly? Some of the ways you can do that include the following:

  • Monitor keyword positions: check the position of your most important keywords in search engines. In doing so, you check whether they have increased, decreased or remained stable. To do this, use Google Search Console or SEMrush, for example.
  • Analyze organic traffic: this analysis tells you if there are changes in the number of visitors and sessions. For example, use Google Analytics for this purpose.
Analyze organic traffic
  • Check technical aspects: check the technical aspects of your website to determine if any errors have occurred. You can think of broken links or pages that search engines cannot index. For example, use Google Search Console or Screaming Frog for this purpose.
  • Analyze backlinks: this analysis tells you if new backlinks have been added or if links have been broken. Most often, people use Ahrefs or Moz for this purpose.
  • Check indexation: verify that all pages on your website are indexed by search engines. For example, use Google Search Console for this purpose.
  • Analyze competition: research where your competitors are outperforming and where you can make improvements. SEMrush and Ahrefs are valuable tools in that case.
  • Perform regular updates: make sure you perform regular updates on your website. You can think about adding new content and optimizing existing content.

SEO is a long-term strategy

I can’t say it often enough: SEO is a long-term strategy. It takes time and consistency to achieve the desired results. On the other hand, search engine optimization does represent a sustainable strategy. Unlike search engine advertising, for example, the effects, provided you continue to monitor and adjust, are long-lasting. Not only because of the time and consistency it requires, but also for a few other reasons, SEO is a long-term strategy:

  1. It takes time to optimize: it takes time to identify keywords, create content and collect backlinks. Search engines also need time to crawl and index your website. In most cases, it takes weeks and even months before you see results.
  2. Competition is high: there is strong competition in many niches. Especially then it is difficult for your website to achieve high rankings for popular keywords. Therefore, you need time to develop and implement the right strategies and stay one step ahead of your direct competition.
  3. Search engines are constantly changing: algorithms and SEO techniques that used to be effective are now far from being. Indeed, some are now even harmful to your website. Therefore, it is crucial that you keep yourself updated on the latest developments in search engine optimization. Adjust your strategy regularly as needed.
  4. Results are cumulative: SEO results build up over time. When you consistently create high-quality content and gather backlinks, your website will slowly but surely rise in search results. This means you generate more and more traffic and conversions.


SEO optimizing a website for search engines is a complex process that involves several aspects. Technical SEO, content strategy and link building all three play an important role. Therefore, you need to focus on all these aspects in order to develop a strategy that pays off.

Creating a roadmap, conducting a baseline measurement and monitoring performance are important steps in this process. By properly understanding the goals and target audience and continuously analyzing the three facets of SEO, you can improve the performance of your website. This will get you more traffic and conversions in the long run. With this knowledge and the right tools, you can get started optimizing your website for search engines yourself.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
My clients give me a 5.0 on Google out of 76 reviews

I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 11 October 2023. The last update of this article was on 16 January 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.