Well, what can we do about it? Again, there is no silver bullet. If you do all these things, I hope it helps you. They helped us communicate things, execute things, collaborate with stakeholders, make the campaign actually viable, and get some value out of it. But from our experience, these are some of the things we try to do.
get things done proactively
So let’s move things forward proactively. Now, this is not a one-size-fits-all approach. Again, depending on the size of your business, there may be many stakeholders. He has an in-house development team and a custom-built CMS for him, where he might not be able to get things done on the technical side.
But this is what I mean, you have the ability or the opportunity to jump into a website and get things done, you have the ability to create content, you have the ability to work on certain things and showcase what you’re actually trying to do. The question is whether there is. What’s the worst that can happen to providing value? They’ll complain that you’re trying to provide them value and give them a return on their SEO investment. ? Again, don’t do anything stupid. If you’re working with a big brand that has a custom CMS and there’s some legality to it and you have some things going for it, don’t jump on that website. You don’t want to kill ASOS in one day, right?
But with certain brands, if you have the ability to get things done and project a reasonable amount of positivity, then again, I think that’s because it shows that you’re actually trying to get things done. I like it. You’re showing off to the business that we’re going to make this work. You’re not just paying us and we’re just going to sit around and do nothing. We actually actively work to make sure SEO helps you achieve your business goals.
Prioritize key services or products
Prioritize your key services or products. Nowadays, SEOs tend to focus solely on doing her SEO, and that’s okay. But once again they forget that there is a company on the other side that pays the fees and wants the results.
So one of the things we want to do is focus on prioritizing the most important services and products that we offer. What I’m trying to say is, what are they making the most profit margins? What do they want to promote? What is the most profitable or most popular?
Instead of just focusing on your privacy policy page or some random product that might be on sale due to high search volume, build your SEO strategy by focusing on these key services and products first. Please concentrate on. It means nothing to the bottom line of the business. Focus on your core service or product.
Simple reports and updates on “why”
Another is to easily report and update the reasons, which probably also involves clear communication to stakeholders. SEO is intangible. To these people, it’s just a number. they don’t actually know. Yes, there will be vanity metrics. Or you’ll see number 1 on Google. But what if you’re not number one yet?
Well, it’s intangible, so the only tangible thing they receive is a report, your team, is it a phone call, is that strategy? Since SEO is intangible, can these documents be seen, touched, and heard? Despite everything going on in the background, marketing managers, CFOs, and CMOs still need to see the results. I just want to. They want the numbers to go up. That’s what they want to see.
A very simple report, data portal. Maybe there is a custom tool. All you need to do is explain in detail what the SEO numbers mean, but compare them to your business goals. So don’t use things like unbranded queries. You and I both know what that means. But for the average Joe who works in business, you may not know what non-brand means. So we need to actually explain what that means. So you end up using certain keywords that they would know. Sometimes clients say, “I want to be famous for these keywords.” So use the keywords and goals they want to be known for to explain what it means to be branded or non-branded.
Introducing earnings and money. You may have fixed about 10 title tags, but they don’t know what a title tag is or even care about it, right? What does it actually mean? Now, customers, we’ve done all the metadata optimization to improve who clicks on the results. Therefore, you can drive it to more traffic and potentially more revenue and leads. So you need to explain these very SEO things to them in a way that they can understand and align with their business goals. Otherwise, they’ll just give you a confused look.
Clear communication with stakeholders
Clear communication with stakeholders. Again, I’ll use Docs, Spreadsheets, Word, etc. to make it easier to understand. 5. Use Showcase, use Slack, and use email. Please call. In some cases, there is no handover email, so it may be easier to just explain things over the phone. Send 50 long chain emails and everyone will forget what happened.
Align your SEO strategy with your business goals
Aligning your SEO strategy with your business goals means that your clients will come to you and say, “Hey! “We want to be number one with this. We want more revenue. We want more leads.” Great.
To achieve these goals, SEO factors must match. So how can you make more money? Okay. We will focus on these key services and products. We will focus on EEAT. We will continue to focus on the technical health of the website. But when you say EEAT, they don’t know what it is. So I’m going to say something like this: “We are creating these about us and team pages because we want to create our own Wikipedia and our own LinkedIn on our own website so that we can introduce ourselves to Google and our users. Please know that these are the legitimate people behind this business.”
Revisit your goals — show your SEO impact
Then reaffirm those goals. Introducing the effects of SEO. Introducing graphs and ranks. You can update them with things like, “Are we still on track? What’s going on with the business? How’s the product going?” Basically, you ask financial questions like, “How is your business doing? What are your goals for this week?”
In some cases, that information may not be available. But once you have a good sense of whether you’re going to hit your goals this month or not, you can tweak your SEO strategy so you’re like, oh, we’re actually going to have a bit of a down quarter. can do. What can we do? got it. Please adjust. Because if something is going on in the business and you’re not aware of it, they’re going to get that report or they’re going to get a call and say, ‘This doesn’t mean anything to me. What does this mean? Money. It’s not coming in.” Ah, but for this he needed to do X, Y, and Z on this project. “Who cares? There’s no money coming in.” You’re kind of messed up.
What is most important to them?
And last but not least, always remember what is most important to them. Now, you, the SEO person, are saying, “Yes, that’s great to work with. “It’s important to you as a person.” wonderful. That’s how we present value.
But at the end of the day, it’s the client who pays the bill. What’s most important to them? If it’s just something that increases organic traffic, that’s fine. The SEO person needs to explain why that’s okay as a goal, but at the same time he needs to continually educate himself on the other parts that make up SEO. Yes, I understand, traffic is only the first part. But are you getting the right traffic? Are they converting? And that leads to even more questions, which can shape your strategy.
But always remember why and what is most important to them, and you will get that information. Then you can strategize and dedicate your work and time to achieving that goal. What should happen, again, it doesn’t always happen like this, but companies should appreciate that they are really leveraging the SEO channel and his SEO power and trying to help them achieve. is needed. Those goals.
That’s all for today on matching SEO to brand, brand to SEO, and business goals to SEO strategy. Remember, what do brands usually want? More organic traffic, less revenue, better branded or non-branded searches, better rankings, and beating the competition.
What’s stopping them? Poor SEO, poor education, lack of goals and priorities, understanding marketing, resources, egos.
And what can you do? Be proactive. In some situations, it may be better to ask for forgiveness than permission. Prioritize key services and products and focus on what drives revenue. Communicate clearly with stakeholders through simple reporting and updates on why we do this. reaffirm our goals. Continually understand what your goals are and demonstrate their SEO impact through simple reporting and clear communication. Adapt your SEO strategy to your business goals and always remember what’s most important. What is the reason? Essentially the impact on vanity metrics.
That’s all. This is Anthony from StudioHawk.