Updated 16. September 2021 by Anne Egdal

Create an SEO strategy to benefit your business [2021 guide]

Create an SEO strategy to benefit your business [2021 guide]

What defines a good SEO strategy, and how do you assess what the right direction is for your business? There are often many questions to answer in the process of determining an SEO strategy – and with good reason. When it comes to choosing a direction for your SEO strategy, there is a wealth of possibilities available to you.

At Bonzer, we always use data based insights to find our direction and focus when determining an SEO strategy for a website. This essentially means determining the needs of that particular website (in Google’s eyes) compared with the client’s business.

This is why we always create 6-month strategies – partly because Google’s algorithm changes continually, and partly because it takes a long time to see the effect of SEO measures.

SEO is a long-term strategy that will form the basis of a healthy and sustainable (online) business. It is with this in mind that an SEO strategy should be created.

In this entry, I will take you through the considerations and insights that we work with at Bonzer in order to determine the right SEO strategy:

  • The three pillars in SEO
  • Competitor analysis
  • Business understanding
  • Considerations when determining an SEO strategy

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The three pillars in SEO

At Bonzer, we live by the three pillars in SEO. When we create SEO strategies, we do so with a view to cover all three with the resources available to us. This means that we look very closely at how much the site needs authority (link building) and good content, as well as the Health Score of the site. Let us go through them one by one.


The first pillar we look into is the authority of the site. Essentially, this means that we look into how many links point to that particular site, and how valuable those links are.

We know that the authority of a site is one of its ranking factors. Site authority is built from creating expert, authoritative, and trustworthy links. This is why we never buy links at Bonzer: we only ever create them organically through outreach and digital PR.

This is something that even Google’s John Mueller emphasises the importance of:

As mentioned, in order to build the authority of a site you need links, and we do this through sustainable link building. Via link building, it is possible to tell Google that a site is valuable and trustworthy.

Strong link building can also help improve rankings.

Points that we look into:

  • How high is the Domain Rating of the site?
  • What quality links does the site have?

Health Score

To Google, the health of the site is also a ranking factor. In order for keywords to move towards page 1 on good positions, it is important to have a technically healthy site.

Here, we particularly look into the Health Score of the site as well as the Core Web Vitals, which will also become increasingly significant in the future. Google has just announced that Core Web Vitals as a ranking factor will be postponed until June, giving us all a little more time to prepare for this.

In addition to the health of the site, we look into its taxonomy. It is very important – both from the perspective of user-friendliness and in the context of SEO – that the site is organised in a logical manner that is easy to navigate.

Points that we look into:

  • URL structure
  • Taxonomy
  • Health Score
  • Core Web Vitals / Page Speed


What content is currently on the site, and how is it performing? These are points that we look into very closely when we plan our SEO strategy. At this stage, we particularly gain insight into e.g. pages cannibalising each other, duplicate content, irrelevant pages, content that does not meet search intent, and more.

We assess how much new content should be produced, as well as how much the site should be cleaned up.

Points that we look into:

  • Content audit – what content is currently on the site, and how is it performing?
  • What keywords does the client want to rank for?
  • Does the content meet search intent?

Market research

A competitor analysis is always an important part of building an SEO strategy. This is where we gain insight into the market you want to conquer (yes – conquer). We particularly look into what organic keywords the client’s competitors have. Then we form an overview of what it will take to beat them.

Points we look into:

  • What keywords do competitors rank for?
  • How much authority do competitors have on Google?
  • What quality links do competitors have?

Business understanding

We know that no one does SEO just because it’s SEO. The point of SEO is to create a better business, and it is with this in mind that we develop strategies for our clients.

All sites and clients are different. Therefore, no two SEO strategies are the same. Aside from looking into the SEO aspect of a site, we also look very closely at the client and their particular business.

One of the most important elements of planning a strategy is to find out what resources are available to us and where they are best spent. This is something that we look into and plan with our clients to make sure that expectations are aligned across the board.

We always do as much as possible to ensure that we deliver our very best to every client. The more cooperation and accessible resources we have, the better and the more ambitious the SEO strategy will be.

Points we look into:

  • What keywords should you rank for to generate business value?
  • How can SEO generate commercial value?
  • What goals can we track to see the business value of SEO?

Considerations when determining an SEO strategy

Are you considering making an SEO strategy for your business? Here are some tips for getting started.

Ask yourself these questions before deciding on a direction for your strategy:

  • What are the goals and the purpose of your SEO strategy – is it meant to generate more traffic to your website, increase the site revenue, create awareness on Google, or get leads?
  • How much time are you willing to invest in this, knowing that SEO is a strategy that usually requires a lot of time and effort?
  • Can you do all of it yourself, or should you consider outsourcing the project to SEO specialists *hint*?

Once you have considered the above, ‘all you have to do’ is delve into the data available on e.g. Ahrefs, SemRush, Google Analytics, Google Search Console, or other analysis tools that will give you insights into the SEO status of your site.

Do you have questions concerning the above, or would you like an analysis of your website? Then contact us here. Together, we can create the best strategy for you and your business.