2. Execute an SEO Process

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. 

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Establishing an SEO Strategy

Creating an SEO strategy from scratch

Guide from Kevin Indig

How to Create an Enduring SEO Strategy in 2023 (Step-By-Step)

Guide from Jonas Sickler / Terakeet

SEO Strategy: How to Create One for 2023 (+ Template)

Guide from Carlos Silva


How to Set A Winning SEO Strategy: Concepts, Steps, Do’s & Dont’s and Mistakes to Avoid

Guide from Crawling Mondays


How to Create an SEO Strategy for 2022 [Template Included]

Guide from Drew Fortin / Hubspot

9 Essential Steps In Building A Winning SEO Strategy

Guide from Loren Baker / Search Engine Journal

Setting SEO Goals

How Do You Set Smart SEO Goals for Your Team/Agency/Project?

Video from Rand Fishkin / Moz


How to Set SEO Goals for Your Team (That Actually Drive Action)

Guide from Elise Dopson


How to Set the Right SEO Goals with 3 Examples

Guide from Kayle Larkin / Ahrefs


How to Set & Achieve Realistic SEO Goals

Guide from Paul Schmidt / Search Engine Journal


OKRs for SEO: How to Set SEO Goals That Increase Your Value & Get You Greater Investment

Guide from Kameron Jenkins / Botify


How to Set Goals for SEO

Guide from Sharon Lunny / Seer Interactive

Measuring SEO

SEO analytics: a step-by-step process with tools, examples, and resources

Guide from Branko Kral / Supermetrics


Measuring SEO Results

Guide from Backlinko


15 Critical SEO Metrics You Need To Track

Guide from Joe Kindness / Agency Analytics


Measuring & Tracking SEO Success

Guide from Moz


How to Use Google Analytics to Improve SEO Performance

Guide from Michal Pecánek / Ahrefs


15 Ways for Using Google Analytics to Track Your SEO Efforts for Free

Guide from Elise Dopson / Databox

How to Measure SEO Performance & Results (The Right Way)

Guide from Michal Pecánek / Ahrefs

How To Measure SEO Performance and Results

Guide from Erika Varagouli / Semrush

Reporting SEO

The Mini Guide to SEO Reporting

Guide from Moz


The Anatomy of the Perfect SEO Report

Guide from Melissa Fach / SEMrush


Steal Our SEO Report Template (and Make It Even Better)

Template from Jake Sheridan / Ahrefs


SEO Reporting: How To Build Meaningful Analytics Reports

Guide from Bill Sebald


SEO Reports: Which Metrics Matter & How to Use Them Well

Guide from Helen Pollitt


How to Develop Successful SEO Reports

Presentation from Aleyda Solis

Developing an SEO Audit

A Simple (But Effective) 14-Step SEO Audit & Checklist

Guide from Joshua Hardwick / Ahrefs

The 15-Step SEO Audit Checklist for 2023

Checklist from Backlinko


242 Point SEO Audit Checklist

Checklist from Andy Drinkwater


How to Perform a Complete SEO Audit (in 14 Steps)

Checklist from Vlado Pavlik / SEMrush


How to Develop Actionable and Impactful SEO Audits

Guide from Aleyda Solis


How to Approach Website SEO Audits

Guide from Geoff Kennedy / Sitebulb


Getting Tech SEO Implemented

Guide from Areej AbuAli


Rethinking Technical SEO Audits

Guide from Andrew Charlton


Let’s never talk about SEO audits again

Guide from Tom Cricthlow

SEO Process Management

Tips for effective SEO Project Management

Guide from Sam Mangialavori


What Makes your SEO Fail (and how to fix it)

Presentation from Aleyda Solis


How to turn your agency into the “McKinsey of SEO”

Guide from Tom Critchlow


Integrating SEO within the Product Triangle To Align Efforts & Maximize Impact

Guide from Aleyda Solis


Thriving as an SEO Specialist: Frameworks & Tips to Manage Complex SEO Processes

Presentation from Aleyda Solis


SEO Project Management for Agencies: How to Successfully Manage an SEO Process as an Agency

Video from Crawling Mondays


SEO Project Management: A Guide To Get Organised

Guide from Lauren Carel / Search Engine Journal

The ultimate guide to SEO project management for digital agencies

Guide from Gus Pelogia / Teamwork

Tips from Experienced SEO Professionals to Execute an SEO Process

Learn from these SEO execution tips to avoid some of the most common challenges and achieve success, by experienced SEO specialists. 

Before defining an SEO strategy, learn what the company's global and marketing strategy is. So that you can work on your SEO goals. Once you have the goals it is easier (from my point of view) to define the KPIs you want to measure and make an SEO strategy.
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It’s important to present the strategy in a simple format to stakeholders and include goals, metrics and tactics at a high level. A simple table can do the trick. Having everything clearly stated in one place helps people understand and support your strategy.
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Always remember that your job as a staff member, agency, or freelance is to make your boss/client look good. Focus on things that will help them, not just what you want to do.

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.
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Before performing any SEO Audit, make sure that you understand the business context and needs, to customise your audits, and that you have access to the right tools and resources to avoid delays and to ensure the quality data and recommendations.
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My tip seems obvious but I see it too “forgotten” many times: when starting with a client, always always always spend at least one meeting having her explaining all the details of the business model, strategy and plans. And ask her all the things about their market and also restriction they may have as, for instance, in terms of legislation (i.e.: in Health this is quite a common issue) and/or about differences in the ecommerce catalogue of it is a multi-country SEO project. This meeting will save you & your clients hours of wasted time.
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Start by researching the actual product and their business goals (it's usually not organic traffic!). Then, look at competitors, SERPs and write down your strategy. What are your goals beyond best practices and fixing a list of issues? What is realistic to reach? Revisit this document from time to time to make sure you're still working towards business goals and not on the newest shiny SEO thing.
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Setting clear and measurable goals is the foundation of a successful SEO campaign. It's also important to constantly monitor and analyze data, and get feedback from both users and internal stakeholders to know if you're hitting the mark. Lastly, continuous learning and development through audits and experimentation is key to staying ahead of the game. Thank you for the opportunity to share our thoughts and experiences. Let's keep the conversation going and help each other grow! 🔥
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To execute a successful SEO process, begin by forging your goals with the power of precision and ambition. Start by setting clear and measurable goals aligned with your business objectives. Venture into the labyrinth of audits, slaying technical beasts and optimizing on-page treasures. Harness the power of project management systems and measure your triumphs using enchanted analytics tools. Finally, weave a tale of victory through captivating reports with insights and reveal the true power of your SEO efforts.
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When it comes to creating process, you should record tasks and steps in such a way that anyone, could step in and replace you. That can sound a bit scary because you don’t want to leave yourself vulnerable to being replaced, but, you won’t!

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.
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SEO Execution, First step would be understanding the business /client. What is the business is talking about? how the clients sees his business? and what kind of audience are we looking for? Then comes setting goals accordingly. and remember to create you north star goal!
-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.
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When it comes to executing an SEO strategy for a client, you should always start by getting to know that client first. What are their business/marketing goals? What are they hoping to accomplish with SEO? It also helps to understand your client’s familiarity level with SEO. This will help you be able to explain your strategy and tactics to the client in a way that they will best understand. Once you understand the client’s vision, it’s time to align them with clearly defined goals. These goals should be realistic, data-driven, align with the business’s goals, and quantifiable. Even after these are set, it’s important to revisit them and determine if they are still the best course of action or if it’s time to pivot.
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When measuring SEO process execution success, It’s best to look beyond rankings and focus on holistic metrics that align with the business objectives.
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.
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When executing your SEO strategy, break big goals into smaller achievable milestones. Doing this will help you stay motivated and track your progress. Create a reasonable roadmap with incremental milestones that leads you to your ultimate goal. This approach allows you to enjoy your SEO journey, celebrate small wins, make necessary adjustments and maintain a continuous momentum.
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In order to perform a good SEO Audit, you need to understand the industry, check the main competitors, check the SERPs and what is the intent behind the keywords.
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.
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1. Future you will thank past you for setting up processes. Being wildly busy is not the time to set up processes. Setting up processes early on allows you to be wildly busy.
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?
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The SEO Process Execution FAQ
What are the basic steps to execute an SEO process?

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. 

Who should execute an SEO process?

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. 

How long does an SEO process take?

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. 

What are the top challenges when executing an SEO process?

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:

Start learning SEO with the fundamental concepts and areas, why they're important, and the basics to execute them: keyword research, content optimization analysis, technical optimization and link building.
Once you know the main SEO concepts, it's time to put them in practice by learning to develop an SEO process, from establishing a strategy and setting goals to management, measurement, and reporting.
Learn to implement the most important SEO configurations in the top Web platforms in the market, along with considerations to take into account.
It's time for an SEO deep-dive into those particular areas and common scenarios where you have a bigger interest or need to tackle.