Ways To Prioritize SEO Tasks By Impact SHP P2
In many ways, SEOs often rely on different departments in order to become successful. We need to become aware of resources that are available, followed by adjusting when necessary.
Aligning Recommendations With Business Goals
It may seem obvious to match up with your business goals, yet it is important that you drive results which will have an impact on your overall organization. Are you achieving this yet? Or are the recommendations you use just focused on improving revenue and organic traffic.
I need to be honest. I was once 100% guilty when it came to offering recommendations to help an SEO program that did not align necessarily with the goals of the organization. This is one of those traps that you can easily fall into.
Look at Client B that we mentioned above. In the initial stages of a program, we first identified our main keyword set and the content types we needed in order to improve and drive visibility. Everyone involved agreed until such stage that we started to build the content.
Everyone understood that they needed the content, yet many felt it didn’t really match up with their current strategy and existing campaigns.
From here the 3 blog posts just sat with more content that went unpublished, until a couple of months down the line.
We began asking them more questions and becoming more integrated with their demand-gen calendar. It was discovered that the 3 blog posts that went unpublished matched up perfectly with their next upcoming campaign.
It was something very easy to overlook. This content matched up to the SEO program, but it was not the ideal fit at the time when they needed it.
You need to ensure you understand the team’s objectives that are responsible for SEO along with objectives of supporting teams along with the overall business.
Avoid Jumping At The Latest Thing
A few weeks back I provided a presentation that involved the common SEO mistakes that people make. One mistake included overacting to Google along with its many changes and updates.
I really get it. When Google starts to alert you that you need to make your site secure or it will start to warn users, its time to pay attention. Yet when Google is telling you to make the site secure, but then it is unable to determine a way to differentiate between non-secured and secured versions, it can become very frustrating.
Do you remember Google Plus? Authorship? Or even the 300-character meta descriptions?
We need to make sure what we are recommending is making sense for businesses. We cannot provide a recommendation just because Google is telling us to.
Now I am in no way saying your website should not be secure or that it shouldn’t be mobile-friendly and fast. But I am suggesting that your current mobile traffic may be insignificant, which means you should not be spending 90% of your valuable time focusing on mobile strategies.
Below is another classic example:
When AMP (Accelerated Mobile Pages) launched, it appeared like it was something easy to do. It was definitely built for the publishers, but it was Yoast that made it easy, and for this reason, it soon formed a portion of our technical standard recs. Yet what about people that are not on WordPress? And the ones with custom CMS ( Content Management System) that need to hire developers in order to build-out AMP functionality. Was it really worth it?
In fact, it wasn’t. The webmaster in this particular case did not publish a lot of fresh and new content, and the overall numbers in mobile traffic were somewhat small. An, even more, telltale sign, was the mobile search-results linked to the core terms did not contain the AMP results.
In this particular case, Google said “Jump” when there wasn’t any reason to jump.
To put it simply, success should be regarded as a type of moving target, where the world we live in today is constantly saying ” What have you done for me lately?” Programs have the ability to change over a year and in some cases even in 6 months. As SEOs, we should continuously measure, adjust and keep our strategies aligned with changing landscapes.
Keep in mind that even though you would like to make sure everything is fixed, this is not always a possibility. Assist your teams to become successful in the way of prioritizing tasks and helping them to gain an understanding on what will have a direct impact along with offering recommendations which are built on the objectives of the business.