Global SEO (Search Engine Optimisation) is something that you are very well accustomed to, irrespective of whether you work at an agency or an in-house marketing team. Global SEO comprises several varying facets of content, technical, user experience and authoritative strategies. Still, it all reaches out to business and facilitates your clients or business the innate profit margins or money.
So, as far as global SEO is concerned, from where to commence? A SWOT analysis of Strengths, Weaknesses, Opportunities and Threats assessment is a tremendous tool to initialise your beginner’s move. This article would assist you in how to create a SWOT analysis for global SEO and deliver a blueprint template to commence your SEO journey.
SWOT: Strengths, Weaknesses, Opportunities, Threats:
A standard SWOT analysis could be employed for any assessment. Still, this article would focus on how to deploy a SWOT analysis for global SEO. The SWOT is comprised of four quadrants:
Strengths and Weaknesses peculiarly emerge from internal resources such as business operations. Simultaneously, Opportunities and Threats stem from external factors such as your audience or a competitor.
Essential questions to be considered for a global SEO SWOT Analysis:
When conducting your global SEO SWOT analysis, there arise several questions for each quadrant that you would like to consider. These questions become your commencement point for your SWOT. After adequate completion, you must hold a vivid direction on where you need to focus first and foremost:
- Strengths- Internal Factors:
Consider the factors where you are already doing well:
1) What keywords do you rank in the top 20 for as your SEO strategy?
2) What proportion or percentage of branded versus non branded keywords are in the top 20?
3) What is your site’s mobile load time? (potential to be a weakness)
4) What are your top 10 revenue-driving or lead-driving landing pages?
5) What are your top 10 traffic-driving landing pages?
6) What “secret sauce” or offering do you have for your customers?
7) What has worked well for your SEO in the past?
- Weaknesses- Internal Factors:
Consider the factors where you might be lacking or missing the mark or falling short.
1) What areas of your site need improvement? (mobile, technical, content)
2) What are your competitors doing as an add-on which you are not executing?
3) What keywords are ranking on page 3 or farther back? (little or no visibility)
4) What proportion or percentage of those keywords are branded?
5) What landing pages are driving little or no traffic?
6) Whether your team is set up for SEO Success? (team skill set, resources)
- Opportunities- External Factors:
Consider your strengths and weaknesses, where can you continue with building and where could you improvise?
1) What does your audience require? What are their potential pain points while searching for an online solution?
2) What do you want your audience to do once they reach your website?
3) How does your website user journey flow?
4) How clear is your path for new customers to your site to identify what they require?
5) What new products or services could you explore while delivering?
6) Which content do you possess prevailing that could be better optimised for your audience?
7) Which strengths can you continue to capitalise on in the market?
8) Which weaknesses should you dedicate more resources to your SEO practices?
- Threats- External Factors
Consider your weaknesses again and pile them against the competition
1) What are your business competitors doing exactly well?
2) What are your search competitors doing exactly well?
3) What gaps exist between your site and the top business or search competitor sites?
4) How rapidly is the gap emerging between your site and the top business or search competitor sites?
5) How often are new competitors entering the market?
6) What factors in your industry are transforming or anticipated to change?
7) What are search engine factors transforming or anticipated to change?
After completing your global SEO SWOT analysis, it should be crystal clear that where is your point of commencement? Is your list of weaknesses far more significant than your strengths? Are new competitors entering as well as penetrating the market quite often than in years since the past? The biggest thing to remember is that you won’t be able to tackle everything in your SWOT in just a few weeks or even months. Global SEO is a long-term strategy and planning out a realistic annual plan is recommended by experts.