Creating a consistent SEO strategy isn’t as simple as creating meta titles and sitemaps.Your SEO strategy should sound, act, and move consistently and authentically – just as they do. After all, search marketing puts your client or brand in front of their ideal customers.

Webryze, one of the best SEO companies in Toronto has years of experience in the field. Over the years, the company has seen massive changes on the web, and successfully adapted to them. That experience is now reflecting in this post, which will be helpful for a lot of business owners and content marketers to keep pace with this ever-evolving landscape. With so algorithms keep on appearing and changing so quickly, one needs to be focused all the time.

Here are the basics of building a solid SEO strategy, based on the experience of a company that has helped hundreds of clients to grow their online business.

Searcher Persona

SEO strategy without a searcher persona profile is like a home without doors. Searcher profile is always the first step towards building a strong and flawless SEO strategy.

To begin building your searcher persona profiles, start by identifying your customer goals.

  • How customers describe their problems and what words they use
  • What keeps them from trying your products?
  • How you can engage with them in the best possible manner.

It depends upon your knowledge and homework how good you understand your target audience.

Keyword Discovery

Even today, keywords are valuable. They are the building blocks of your website and all those pages. They determine the theme of your website as well. They are help you understand the problems of your customers and address solution in their own language.

Now that voice search has been introduced, keywords have gotten more important. Questions and conversational queries have become the footprints. So, here is what you should do to discover the best keywords related to your niche.

Make a list of keywords based on your ideal searcher: Start by writing words that you think your ideal customers would use to find your business. You can take help from Google suggestions at the bottom of the page. Also, check for the variations of words. Use tools like, Ubersuggest and Keyword Shitter for more vocabulary.

Narrow them down: Now, after creating a list, paste it into the Google Keyword Planner. Delete all the other mumbo jumbo that comes with it, but I keep the goods. The goods meaning keyword, competition, and volume. Then, remove all the keywords that aren’t relevant to your article.

Make categories: Segment keywords based on pages or blog posts you can write about. This allows each page or blog post to target a different set of keyword themes. Mention 5 or so keywords under each bucket list. Don’t forget to add their volume and geographical elements.

What your competitors are doing: Understanding what your competitors are doing and your differences allows you to understand what sets you apart from your competition.

Competitive Analysis: Break your competitive analysis into three phases:

  1. List All Potential SEO Competitors
  2. Research Your Competitors
  3. Compare My Site to Competitors

Content Gap Analysis

Like all SEO’s, you need to conduct a content gap analysis. It identifies where you can grow and what assets you’re missing. Assessment is quite important because it tells you where you stand and where your competitor is. Then, you need to narrow down that gap.

You can use Screaming Frog SEO Spider to perform my content audit using Google Sheets and pull the following data:

  • URL
  • Meta Page Title
  • URL
  • Word Count
  • Format (HTML, Image, etc.)
  • Author
  • Phase
  • Persona
  • Link-Worthy (Yes/No)
  • Outdated or redundant? (Yes/No)
  • Share-Worthy (Yes/No)
  • Suggestions

You can pop over to Google Analytics to add more data to each page:

  • Organic traffic
  • Overall traffic
  • Organic conversion rate
  • Social traffic
  • Inbound links
  • Time on site
  • Bounce rate

Now sort the spreadsheet from lowest to highest. It will show pages with no traffic and no inbound links at the top of my spreadsheet. Manually review all these pages and make the notes. Meanwhile, mark any pages that you think have low quality so that you can delete them later.

These are the basics of creating a solid SEO strategy. You can always adjust and work out the right method for your purpose. But all these things are vital for a complete content gap analysis.


Crafting awesome content takes a lot of time to create, especially if you’re targeting a competitive set of keywords. But when you did all these steps, you’ll feel confident about your SEO strategy as well as good results.