Prioritize SEO to achieve results
Have you ever wondered what you need to rank on any search engine? Prioritize SEO to achieve results and rank on search engines.
It is a question every SEO specialist faces but one that doesn’t have a simple answer. After all, sites only need one feature to be successful.
That’s the problem with SEO. There are so many variables that when faced with a decision, we often provide too many recommendations. Sadly, most teams don’t have the resources or knowledge to handle them and end up with very little or nothing complete.
How do we drive success? We Prioritize SEO to achieve results
I’ve dealt with this challenge many times over my career, and luckily, I’ve learned a few ways to handle it. Check it out.
Set clear SEO goals
Before starting to touch on any of those more technical pieces, it is essential to establish your goals and give them a name. Starting out, before you start any SEO project, you need to have a clear understanding of what exactly your business goals are, and how your particular website is being used to reach these goals.
Never forget, SEO works to ensure the survival of the company. Use this podcast as a creative vehicle to help your business accomplish its goals. They will not produce effective; if you separate your SEO from the goal, it will produce vanity metrics rather than real growth.
If you haven’t identified your goals yet, now’s the time to do so. Here are some easy things that you can start doing:
Make sure your goals are S-M-A-R-T! Goals should always be specific, measurable, achievable, relevant, and time-bound.
Create stretch goals. Set goals outside your comfort zone. While you can share your “achievable” goals with your clients, setting a personal stretch goal can actually give you the motivation you need to deliver above and beyond what was promised.
Share your goals. Don’t keep your goals bottled up! Make your goals tangible by writing them down, and hold yourself accountable by sharing them with others.
Identify Key Pages
Do you know which pages on your site are driving the most conversions? Once you know your goals, it’s important to identify which pages on your website most directly contribute toward achieving those goals.
For example, if you have a goal to increase organic leads by 10 percent over the next six months, you’ll want to identify which pages have conversion forms.
For the sake of simplicity, let’s say that there’s only one of these pages on your site — the contact page. Not only do you want to make sure the contact page is easy to use, but you’ll also want to figure out what paths your site visitors take to get to the contact page, and optimize those common paths as well. To do that, check out the Reverse Goal Paths report in Google Analytics.
An example of a common path might be that a visitor first lands on your site by way of a blog post, perhaps one written specifically to rank for target keywords relevant to what your business offers.
From there, they might click over to a service page or your “about” page. After reviewing some mid-funnel content about your business, they navigate to the contact page and complete a form.
Prioritizing improvements to your conversion pages, and the pages that commonly assist conversions, is a surefire way you can use SEO to achieve your goals.
Align Recommendations with Business Goals
Make sure to align SEO with business goals. Try to have results that impact the overall organization. Are you doing that? Or are your recommendations geared toward improving organic traffic and revenue? Make sure you understand the objectives of the team responsible for SEO but also the goals of the supporting organizations and the business as a whole.
Be careful with SEO trends
Many SEO people forget that Google is not infallible and they forget to prioritize SEO to achieve results, and although updates come slowly, small tweaks are still going to happen. Google sees the importance of security and wants us to take it seriously enough to become invested in its implications.
Though much has been done to warn people of the dangers of phishing, some people still fall prey to these scams because Google keeps throwing up alerts about what looks like a secure site, but in fact, is not again and again. Remember the authors? Ah, Google Plus? Would it be okay with you if the meta descriptions are actually 300 characters long? The batteries did not last very long.
We have to make sure that the recommendations we are recommending make sense for our particular business. It would be inappropriate for us to give general advice based on what Google recommends.
The impact is key to success
There’s only so much time in the day, which means there is only so much you can do in that limited amount of time. So, if you can only get one or two things onto your list, you have to ensure you are choosing the recommendations that are going to have the most significant impact on the site as a whole. In order to make sure we get something done, we have to look at what is holding back the site.
Small changes when it comes to the title tags on a site may not seem like the biggest priority but can have a huge impact on something more important. When making a recommendation, it can help teams to understand where they should start and what can wait. Everything is not going to be an absolute top priority.
Always align business goals to SEO recommendations
There is a limited amount of time in the day, which means there is a limited amount of things that can be done in that limited amount of the day. So, if your first step is like this: you cannot even get just one thing onto your list, you have to make sure you are choosing the suggestions that will have the most significant effect on the entire website.
In order to make sure that the site is not held up by something, we have to look at what is holding the site back.
Small changes to how you write a site’s title tags may not be the most important change you make, but can greatly impact the more important things on the site. When asked to make a recommendation, it can be helpful for teams to understand where they should begin and what can wait. Things in life are not all going to be given the highest priority.
Manage Your Time Effectively
When you have a huge list of items, it’s easy to think that everything is equal. When everything is a priority, nothing really is.
Be sure to implement Covey’s Time Management Grid.
There will always be things you need to get done, but make sure you also take some time for your non-urgent tasks. Otherwise, you will always be reactive, never proactive.
How do you decide what’s important?
Remember your notes? Now that you’ve identified your conversion pages, you can prioritize technical issues that affect the conversion of the most popular paths visitors take to get there.
You can prioritize issues by the total number of issues in each category. Sometimes the volume is an important indicator.
Report findings and progress often.
If you’re doing SEO for a business’s website, it’s critical to be transparent about progress and results. And communicate those things often. That type of communication will naturally foster a sense of trust with site stakeholders. You might not be given the opportunity to see the tasks through to completion.
Analytics can show which optimizations are performing well and deserve further investment, and which initiatives may need to be reversed. Seeing how your colleagues are performing makes it easier to set priorities.
When you analyze and report on results, use KPIs that measure specific SEO actions. Each action has its own KPI, so choose appropriately! Be sure you can show how the results help you achieve your goals. Non-goal-based metrics are just vanity metrics.
Be aware of the audience. Take your boss or client’s unique personality into consideration, and create a strategy that’s tailored to them. Focus on what you want them to get most excited about.
Getting started with SEO can seem overwhelming, but it’s worthwhile to try.
Before beginning optimization on your website, prioritize SEO to achieve results that have been done, you can take a more proactive approach to SEO.
You will be able to expand your SEO efforts beyond the implementation. These include initiatives like integrating more closely with your content marketing team, incorporating organic search data to inform UX, and undertaking off-page optimizations.
Once you’ve started, you should be able to figure out how to improve other parts of your site.
Armed with the tips above, you’ll be ready to crunch SEO activities to make the biggest impact on your business.
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