It can be all too easy to get carried away optimising your website in sporadic ways without knowing what is actually benefitting your website and your bottom line. The matter of fact is there is never just one, simple straightforward answer to “What do we need to do to optimize our site?”, as SEO is comprised of so many different avenues and routes.
But luckily there are ways to prioritise your SEO tasks so that you can focus on what will be effecting your bottom line and supporting your business objectives the most.
Prioritising by Impact
Rome wasn’t built in a day, and you certainly can’t get every task completed in that time. If it’s only possible to get one or two things done from a long list, it’s important to make sure those tasks are ones that are going to have the biggest impact on the project as a whole.
As an example, let’s look at a technical SEO audit. Generally in an audit report there will be a whole variety of recommendations, not of all which can be done by the dev team in one go. It’s important therefore to cherry pick which of these are the most important and which will actually have a strong impact on site performance. Title tags for example may not seem like the highest priority in the world, but if the site doesn’t have any, making that change alone could result in some significant improvements.
When making recommendations, help teams understand where they should start and what can wait. Not everything is going to be a priority.
Prioritising by Resource
The above also applies to the resource you have available. As an SEO, whether as part of an agency or in-house, you are often reliant on other departments in order to get things completed and signed off.
Let’s say you have a client that wants help writing and optimising content, but they don’t have the personnel available to edit, manage and approve the process, which leads to a stack of unpublished posts (which offer zero value!). Instead of producing new blogs, a good option would be to instead focus on refreshing content – updating old blog posts that need it. This takes less time and requires less resource and no lengthy review process.
Prioritising Your SEO Tasks
It can be an easy trap to fall into; recommending tasks that are great for SEO in general, but not necessarily on track with the overall goals of the business. Just increasing organic traffic and revenue, whilst beneficial, isn’t always in line with the overall business objectives. Make sure you understand not only the objectives of the team responsible for SEO but also the objectives of the supporting teams and the business as a whole. Take content writing for example, you may have identified that the project needs content to increase visibility for a certain set of core keywords, but the content you create may not follow the business’ tone, campaign or strategy.
Prioritising Your SEO Tasks
One of the most common things is overreacting to Google and its many updates and changes. Of course we should listen to the updates, hints and warnings Google provides, but you should still take into consideration the impact, resource and business goals of the project first. We have to ensure that what we recommend makes sense for our business. We can’t provide recommendations simply because Google said so. Take AMP for example – they are quite simple to implement into certain platforms, like WordPress, however if you are running a custom built website you likely need a developer to implement the changes at a cost. Therefore you should weigh up whether the cost and time is really worth it.
Remember, while you may want to fix everything, that isn’t always an option. Help your team be successful by prioritising SEO tasks, by understanding what is going to have an impact on the project and providing recommendations that take business goals into consideration.