When implementing SEO campaigns, its success can depend on a lot of things including the skills of the people running it. But depending on its size, it may take more than one person to create, run and monitor strategies for it in today’s very dynamic Web. And this requires constant communication and team management. Here are best practices to help companies empower their SEO teams to drive your campaigns to success.
Provide Continuous Training
While people can produce decently written articles or develop Web and mobile apps, they may not necessarily have the needed knowledge to optimize Web pages to rank highly online. Empower your workers by providing them continuous training.
After you put your SEO team together, it’s crucial to educate them in the ways of search engine marketing. Aside from having SEO professionals teach them the basics, you should also provide them with the needed study materials like researches and case studies for them to best understand SEO. Some of the areas your training should focus on include–
- Content creation and marketing
- Social media marketing
- Link building
- SEO code optimization
Between SEO’s natural evolution and the constant updates search engines push out every so often, it’s important to always keep a finger on the SEO pulse. After the initial training, you and your team should always keep an eye out for what’s new in the search engine optimization industry to improve your processes, your site and its campaigns. Always keep your people updated with–
- The latest trends in the SEO field (hopefully White Hat tactics)
- Changes implemented by search engines and how they can affect the site’s rankings
- New technologies and SEO tools you can take advantage of
Invest in Marketing and Social Media Tools
Equip your team with Web tools and utilities to help make their SEO and social media tasks easier to accomplish.
Applications and Utilities
There are tons of SEO and social media marketing software out there your team can make use of for different purposes–from site analytics, keyword research, and backlink checking, down to multi-track audio editing, multi-layer graphics creation, and keyword density analysis.
Some of these tools are free and easy to use, while others are will require some subscription fee. It’s a part of your SEO manager’s responsibilities to select the ones that will provide the best results and standardizing them across your team.
If you have the budget, you can also opt to provide your SEO team with devices like laptops and smartphones. Doing this enables them to test site implementations on both mobile and Web platforms and accomplish their tasks even when they’re not in the office. Once these devices are sanctioned for your workers, you’ll have the option to let them set up mobile offices of their own so they can find other places more suitable for their personal work processes–conditions their own office cubicles may or may not provide. For instance, some content writers may be more productive when working outdoors or when playing Â music in the background. Letting them telecommute will help boost their productivity, improving their outputs and helping push content marketing forward.
Define Your Goals
To make sure you’re on the right path, it’s important to line up your goals to keep your team focused and motivated on achieving them. Knowing your goals will help you map out your strategies in advance, enabling you to streamline processes. This, in turn, can lessen the workload, help you discover potential hitches, anticipate possible mistakes along the way, and devise solutions ahead of time.
At the onset, you’ll obviously concentrate on major SEO objectives like raising your site’s traffic and online presence. But be sure to also target other goals like establishing your brand’s niche online, engaging with existing and potential new customers, and solidifying your relationship with them.
Image by Tsahi Levent-Levi
Know What You’re Working With
Before you get started, it’s best for your team to first conduct an SEO-centric analysis on the site you’ll be optimizing. Carefully study both its on-site and under-the-hood components to know how much work you’ll be doing to make it rank highly. Make a list of what needs to be done to make it shine and attract human visitors and search engine spiders.
For instance, if the Web site is more than a year old, then there might be quite a handful of search engine algorithm updates it has yet to comply with, broken links directing to and from sites that have since closed down, and outdated APIs and other older pieces of tech hooked up to it. These can negatively affect the user experience on-site and its ranking. From here, decide if it’ll be better to just clean it all up and optimize what’s already there or if you should just scrap the entire thing down and develop the site from the ground up.
Solidify Communications Between Teams
Establish clear communication nodes within the SEO team and all the related departments to make sure everyone is on the same page. This makes it easier to disseminate tasks and share responsibilities, monitor the overall progress, follow up on pending activities, and even collaborate with every team member in real-time. This can be done through regular meetings, progress reports, and by deploying collaboration suites and unified communication tools on every worker’s computers and mobile devices to ensure productivity is unbridled even when on-the-go.
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