Find an aggregation of the best, reliable resources to learn how to develop an SEO audit, establish an SEO strategy, set SEO goals, Measure SEO, Report SEO, and SEO Process management. Take a look below.
Learn from these SEO execution tips to avoid some of the most common challenges and achieve success, by experienced SEO specialists.
Measure metrics that have an impact on the bottom line for the business in order to help you and the business focus on the right work to improve sales and not just what SEO usually prioritises.
Check with your direct client to understand what their OKRs or KPIs are and structure a set of reports for them directly, as well as one for the business that helps them present to higher ups. That way you and your direct report can have a more detailed look at the metrics.
Eventually, if you’re ambitious, you will crave a higher role within a company or as a consultant you’ll want to keep your eyes on what’s next, looking for the next strategic move rather than repeating the same old tasks. A well thought out step-by-step process means you can easily bring someone else in when you’re ready for it.
Best practices for creating process include recording yourself doing a task that you do often. Add a little instruction as you go. Get into the habit of doing this well before you need support. It’s great practice and for freelancers/consultants or small agencies it’ll help you scale faster. When you’ve got your recording, have the first person who works from it (maybe a junior team member or VA) watch the process, do the work and have them create a step by step process in writing. This way you have the written process to support the video and you flesh out the process as needed.
Plus, you can use it to check your new team members understanding and identify where they may need a bit more training.
-Setting the plan, start from auditing everything and collecting the information you need.
-Use a crawler to audit the website
-Use google search console to see how SE sees and react with your website
-Fixing already existing technical issues.
-Creating a report for the audit for board members and one for developers to prioritize issues and add recommendation on how to fix and how it will benefit the site/business
-Suggesting on-page implementations, from title, description, alt tags etc.
-Initial competitors analysis can be done to understand the markets needs as well
-Adding schema markup whenever it is essential and relevant.
For reporting I always use Google drive document and sheets. Easy to share and edit etc.
Instead of relying solely on keyword rankings, consider tracking organic traffic, conversion rates, engagement metrics, the backlink profile and keyword performance.
That way, you get a comprehensive picture of the impact of your SEO efforts on things that matter to the overall business performance like user engagement, visibility and conversions.
These are the holistic metrics that can better help you make data-driven decisions, better optimize your strategy, and demonstrate the real value of SEO in driving meaningful results.
SEO is a very broad field and there is a need to have consideration many other aspects before putting your hands on a website.
It is important not only to hear your clients and that their goals, but also the users' needs.
Once you do that, everything becomes easier.
Make sure to show your KPIs and reports in a clear, objective and neat way.
2. Creating processes helps manage and align internal and client expectations
3. Project managment and processes are expensive, but what is not having project managment and processes costing you - operational fails, projects falling through the cracks, managment spending too much time on operational work/admin work, unhappy clients?
The steps to follow when executing an SEO process depend on the nature, context and goal of the project, however, in general, an SEO process tends to start with a keyword and competition research and an SEO audit -including technical configuration, content optimization, and link profile analysis- to establish an SEO strategy that achieves the expected goals. After the SEO strategy and goals are set, and the viability of actions validated by stakeholders, the SEO process implementation and monitorization starts, and can take place for months on an ongoing basis, due to the long term nature of SEO.
This depends on the nature of the Website, however, when working in SEO processes with clients, the SEO specialist will work with Web and digital marketing specialists dedicated to the Website, such as Web developers and content writers who will execute the SEO recommendations established by the SEO specialists.
This will depend on the scope of work, how well optimized is the Website, as well as the complexity and resources when implementing the SEO recommendations, and the time it takes search engines to take into account the implemented actions. Having said this, SEO is usually a long-term process, that usually takes months or years.
The most common challenge when executing an SEO process is the lack or scarcity of resources and flexibility to implement technical and content actions. This is mainly due to buy-in struggles with decision-makers and lack of alignment and support from stakeholders. This is why it’s fundamental to show the potential impact and value of the recommended SEO actions toward the site business, as well as setting the right expectations and clear communication that decision makers and stakeholders can understand.
The SEO Learning Roadmap
Take a look at the SEO learning roadmap below, featuring the different areas, from the basics of SEO, to the most common activities and phases of the SEO Process: