January 07, 2016
SEO is not a one and done task. It is much more than that. It’s not like that you clean up and optimize a site, and once that’s done, you can focus your efforts elsewhere. There’s so much more to the day-to-day work of an SEO, though.
What should you do after you’ve completed that first site audit, sort of fixed the problems, what does the day-to-day work look like?
A lot of SEOs, especially those coming from consulting backgrounds or who’ve joined companies as in-house SEOs who’ve had kind of this big project based SEO work to do, find themselves struggling after that’s done. Typically, that process is pretty straightforward. You kind of do an audit. You look at all the things on the site.
You figure out what’s wrong, what’s missing, where are opportunities that we could execute on. Maybe you do some competitive analysis, some market analysis. You identify those fixes.
You work with teams to make those changes, validate the results have been completed. But it’s not like one time audit and now there is to iteration. That doesn’t feel quite right, as change is something happening every moment in the whole universe.
It also doesn’t necessarily feel quite right to go to the very, very old-school SEO model. Let’s optimize our content, get some links, check our rankings for them, and then try to rinse and repeat and keep improving.
So the way to think about SEO audit, an SEO focused audit — which is trying to say, what traffic could we get? What’s missing? What’s broken and wrong? – Only works at the low level and the very tactical trenches of a marketing process or a business process. What you really need to do is you want to be more incrementally based, but you need to be informed by and you need to be evolving your tactics and your work based on what is the business need right now.
So this process is about saying, what are the top-level company and marketing goals overall? For everyone in the company, what are we trying to accomplish this year, this quarter, and the next three-year plan? What are we trying to achieve? Then figure out areas where SEO can best contribute to that work, and then from there you’re creating tactical lists of projects that maybe you’re going to positively move the right needles, the ones that you’ve identified, and then you’re going to evaluate and prioritize which ones you want to implement first, second, and third in what order, and test implement those.