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This Do an SEO question comes from Ian de San Juan, who asks:<\/p>\n
“What would you say should be the top SEO focus coming into 2022 for a brand looking to grow their wholesale products business to generate more leads and sales?”<\/p>\n
Every year, SEO professionals look for a magic bullet.<\/p>\n
Even after 21 years, I still hope to find the technique that automatically ranks a site for any query I want.<\/p>\n
I haven’t found it yet.<\/p>\n
And I know I never will.<\/p>\n
But I still watch.<\/p>\n
Most SEO experts I know still watch.<\/p>\n
And we discuss the latest trends discovered from our hours of reverse engineering effort.<\/p>\n
And while there are “hot” techniques, I want readers of this column to understand that the basics of SEO haven’t changed in a long time.<\/p>\n
Instead of chasing algorithm bugs that come and go as fast as your latest Google rep, I suggest getting back to the basics.<\/p>\n
Since the advent of link-based algorithms like Google’s PageRank, the basics of search engine optimization have remained the same.<\/p>\n
I can’t guarantee much in life – Google tells me not to make guarantees.<\/p>\n
But I can guarantee that if you do the following five things correctly for every query you want to rank for, you will rank for that query.<\/p>\n
Here are what I consider the five pillars of search engine optimization:<\/p>\n
Your website code is the foundation of your entire marketing strategy.<\/p>\n
The code for this site should be built so that search engines can easily find the great content you’ve created.<\/p>\n
Your website code may not get you ranked, but if it’s not done right it can prevent you from ranking.<\/p>\n
Words mean things.<\/p>\n
Your website content should be comprehensive to your potential customers.<\/p>\n
You need to have content that works for visitors who are ready to buy, as well as those who need a little more information before making a purchase or filling out a contact form.<\/p>\n
Your content should also use the keywords and phrases you want to rank for.<\/p>\n
According to Google, your content should exude expertise, project authority, and trust in the project. This is commonly referred to by its culinary acronym, EAT.<\/p>\n
Also known as link building, this is what separates a good SEO expert from a great SEO expert.<\/p>\n
Most people who do SEO can handle the technical side of things. Many can also create a consistent and effective content strategy.<\/p>\n
But creating links is more difficult.<\/p>\n
It requires a PR mindset armed with SEO knowledge.<\/p>\n
Buying links is risky and I don’t recommend it.<\/p>\n
Work to create a link strategy that builds on itself. For a warehouse, I would initially look at my vendors and partners for links.<\/p>\n