There’s something about SEO that most people forget and the experts fail to talk about: that SEO success requires a mix of offense and defense.
This distinction is critical for understanding and wrapping your mind around SEO, and really making the most of this powerful channel.
What is Defensive SEO?
Defensive SEO means defending your ground. Keeping your website fast, updated, relevant, and on top of the latest best practices. It also means protecting and maintaining the top rankings you do have.
Honestly, there is no big secret when it comes to SEO defensive success. We’re not Coca-Cola over here!
The formula goes something like this:
Smart SEO Strategy + Implementation of SEO Best Practices + Constant Iteration = SEO Momentum
SEO has to happen efficiently, competently, and quickly, so you can get to the “constant iteration” part of the equation.
What this means is you don’t get caught off guard. You don’t have the mindset that SEO is one-and-done, because nothing could be farther from the truth.
Iteration is a given. It’s simply part of the regular routine when it comes to defensive SEO.
What Is Offensive SEO?
Offensive SEO is where SEO can really drive growth. It involves expanding brand awareness by venturing into new or untapped areas, and getting in front of more new people. This means creating new content (because you’re going after new keywords) and doing all the things required to establish a foothold and presence in new areas where your target market is.
I would be a poor SEO professional indeed if all I did was optimize content that was already on the site, or that someone hands to me (necessary but defensive work). My job is to go out and look for all the ways we can get in front of our audience at the moment they’re searching (offensive) and bring that insight and implementation to the team.
Defensive SEO + Offensive SEO = Big Gains
Defensive SEO usually comes first, but it cannot be where you stop.
The game of SEO is won by both defense and offense. Defense may win championships, but offense is what wins budgets and keeps buy-in.
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