SEO Principles
Edelman recommends an always-on SEO strategy that connects content relevance, technical performance, and website authority to maximize organic search visibility of the website.
Content
- Content should be made and optimized for people, not algorithms.
- Create/optimize content based on keyword research and trend insights. Edelman uses keyword research to identify topics and search terms with high search volume and relevancy.
- Perform page-level optimizations of each new piece of content (see SEO best practices for copywriting in this document in Teams).
Technical Performance
- Technical SEO focuses on how search engines are able to crawl and index a website and how fast a website is able to load for users.
- Ensure sitemaps are submitted and monitored for performance with Google Search Console.
- Analyze the Core Web Vitals of each page through Google Search Console to improve speed, user experience, and search ranking. Core Web Vitals are a set of factors that Google deems important for a page’s overall user experience. Core Web Vitals scores are available by page inside Google Search Console.
Website Authority
- Websites with more authoritative inbound links rank higher in search engine results.
- Monitor existing links and website authority scores against competitors in the industry using industry tools such as BrightEdge or SEMRush.
- Amplify content through link building, earned media, and influencer outreach to generate quality and relevant inbound links and increase website authority.
How Can We Help?
- Brand Guidelines
- Content Guidelines
- CMS Tutorials
- Technology Overview
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