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How to create an effective SEO strategy in 2022

Article Highlights

What is an SEO strategy?
What is an SEO strategy?

What does an SEO strategy include?
What does an SEO strategy include?

How do I create an SEO strategy for 2022?
How do I create an SEO strategy for 2022?


If you’re just getting to grips with SEO or want improved visibility, creating an SEO marketing strategy is a good place to start.

Below, we’ve put together a guide to building your own SEO strategy for 2022 and where your priorities should lie.

What is an SEO strategy?

SEO – or search engine optimisation – is all about making a variety of improvements to your website so more potentially interested visitors see it. In essence, an SEO strategy is a detailed plan of action to improve a website’s visibility and to generate more organic (free) traffic from relevant search engine users.

This traffic is generally of a higher quality and, to an extent, prequalified. Getting in front of the right people at the right time leads to more brand awareness, impressions, clicks, and conversions without having to rely so heavily on paid marketing methods to drive visits.

Whether the goal is simply to increase organic traffic or to generate revenue as part of a wider business plan, creating an SEO strategy is crucial for success.

What does an SEO strategy include?

What should be included in an SEO strategy? First, it’s important to start with the main goal. If you don’t know what your main goal is, you’ll need to create one or speak with your senior management team to clarify. You may set targets as part of reaching this ultimate goal. For example, a goal of increasing revenue by 20% in 12 months may include the following steps along the way:  
  • Making the checkout process easier
  • Making the website faster, more responsive, and simple to navigate
  • Increasing organic traffic by 40%
  • Increasing purchases originating from organic traffic by 50%
  • Improving brand visibility with backlinks and referrals from other websites
  • Increasing domain authority from 50 to 60
Whatever the ultimate goal and stepping stones along the way, it’s important to create SMART goals. SMART is a mnemonic for:
  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-bound
Keeping this in mind will ensure that targets are specific and therefore quantifiable. Your SEO strategy also needs to include a detailed plan of the actions involved in meeting each of these targets. You can split this into the three core areas of SEO:
  • On-page SEO
  • Technical SEO
  • Off-page SEO
On-page SEO focuses on the content and copy of your website. It should be high-quality, relevant, and accurately matching the user’s search query – this is where keywords and metadata come into play. The focus of technical SEO is all about the user experience on your website. It’s also about making it as easy as possible for search engines to find, index, and prioritise your content. At a simple level, this involves improving site structure, speed, and responsiveness. Don’t forgot about accessibility either, this is a key principle of good user experience.   Looking to build your technical SEO skills? Take a look at our free Technical SEO Certification! Off-page SEO covers everything that’s not on your website but affects your search engine ranking. This can comprise high-quality content that other websites link to. The catch here is that websites linking to yours need to have a good domain authority themselves. With high-authority websites linking to your content, that gives search engines trust signals that you have great content.

Let’s look at creating your own SEO strategy with this framework in mind.

How do I create an SEO strategy for 2022?

To build an effective SEO strategy, you should start by benchmarking your current performance. This gives you a starting position ahead of making any changes. Then you can monitor the impact of your SEO strategy. Initial benchmarking should include site metrics as well as an in-depth technical audit of your website. The following critical user metrics should be benchmarked, tracked, and reported:
  • Bounce rate
  • Average time on page
  • Average pages per session
  • New vs returning users
  • Total users and sessions
You’ll also want to track technical metrics such as: The last three points relate to Core Web Vitals, part of Google’s Page Experience Update. Use this benchmarking process to set goals and targets for technical improvements. The next step of the process is to build out your SEO content strategy. You can use an SEO strategy template, or work through the following steps:  
  1. Define your target audience and create a buyer persona
  2. Use a mixture of your current business data and competitor insights to find keyword and long-tail keyword opportunities for content
  3. Understand the search intent of the audience based on keywords and phrases used. Categorise by top-of-funnel, mid-funnel and bottom-of-funnel activity
  4. Build and prioritise topics based on your insights and competitor data
  5. Create a content calendar using these topics
  6. Consider updating and refreshing previous content (with good page metrics) ahead of creating new content. It may take a while for changes to register and be indexed
  7. Work with technical SEO and off-page SEO teams to build plans for new content: Consider navigation, site structure, topic structure, and a backlink strategy
Once this is developed, it’s time to execute the plan. By using initial data gathered from benchmarking, you can effectively monitor the results of your strategy implementation as you go. It’s important to remember that SEO isn’t an overnight quick-win strategy, it can take weeks and even months to see results.

Monitoring and refining on an ongoing basis is critical for an effective SEO strategy. Make sure there is robust and accurate data tracking in place, and be proactive and flexible in your approach.


Building an effective SEO strategy for 2022 is one of the best ways to get a high organic ranking on search engines. An in-depth and data-driven SEO strategy, which has an effective SEO content strategy as part of an overall SEO marketing strategy, will ultimately hold the key to online success for your business.
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