Strategic SEO: Organic Growth, Real World Examples, and Components Re:signal’s YouTube video features Kevin Gibbons and Christian Melissa discussing strategic SEO. They emphasize aligning SEO efforts with overall business goals rather than solely focusing on technical aspects.
A key takeaway is the importance of understanding a client’s business, customers, and revenue streams to create a tailored SEO strategy. The conversation also highlights the need for performance models and risk/reward structures to ensure alignment and accountability.
They discuss innovation in SEO, explaining why you should follow trends rather than chasing the algorithm. Finally, they cover link building strategies on a low budget.
Strategic SEO: Aligning with Business Goals
Strategic SEO involves understanding where customers originate and how they discover a brand. For many B2C brands, organic search can account for 50-75% of traffic and revenue. The initial step is to identify what’s effective and then amplify it. This involves expanding on the keywords people use and enhancing performance.
Subsequently, explore customer searches, relevant content, and trending topics. This progresses into a strategic approach, considering the customer’s perspective to target them effectively at various journey stages. It is very important to understand where the client wants to be in the long term, such as in 12 months, three years, or five years, and then create a strategy to work backward to achieve that goal.
It’s crucial to align SEO with business objectives. This alignment involves tracking revenue for all marketing channels accurately. Success should not be based solely on rankings or link acquisition, but on the ‘why’ behind these actions.
The Three Pillars of SEO
There are three fundamental components of SEO:
- Technical SEO: Enhancing website accessibility for search engines.
- On-Site Content: Creating content that aligns with what people are searching for.
- Link Reputation: Establishing brand authority through PR and a rounded approach.
Tactics evolve, but these fundamentals remain constant. A strategic approach involves identifying strengths and weaknesses, then addressing the gaps.
To improve in these key areas, adopt a test and learn approach while working towards a long-term goal. Regular business reviews can help bring in new ideas for experimentation. It is important to acknowledge that some experiments may fail, but they are necessary to stay ahead.
Allocate a portion of effort to experiments, similar to Google’s R&D time, to understand what works outside of day-to-day activities. Experiment on a small scale, such as on a single page or category, to gauge results before wider implementation.
Measuring SEO Performance
Begin with the opportunity to understand the potential value of SEO investments. Establish benchmarks against past performance, competitors, and market size. Build an SEO strategy based on top-level reasons for potential over or underperformance.
The SEO strategy should inform an action plan encompassing technical SEO, on-site content, digital PR, and link reputation. Organic performance should be the ultimate measure. The focus should be on driving organic revenue growth or leads with a clear valuation.
When forecasting success, consider both the client’s expectations and achievable outcomes based on research. Performance models can then be used to share risk and reward. A hybrid model, combining fixed deliverables with KPI-based agreements, can ensure alignment and shared incentives.
Overcoming the Intimidation Factor in SEO
To avoid feeling overwhelmed, break down the SEO process. Instead of fixing issues without a clear business objective, focus on the bigger picture first. By focusing efforts on a specific keyword group and proving the effectiveness of changes, you can build a business case for broader implementation.
Secure buy-in by highlighting the revenue impact of SEO. SEO is often underrepresented at the board level because its success metrics are too tactical. Communicate the revenue being generated to gain trust and be seen as a strategic partner.
To elevate SEO’s importance, speak the language of the C-suite and demonstrate the financial benefits. By aligning with business goals, forecasting accurately, and potentially implementing performance models, SEO can earn its place at the table.
The Always-On Nature of SEO
SEO requires a continuous effort due to the ever-changing landscape. Competitors evolve, so strategies must adapt. Business is an infinite game of winning and losing, requiring constant improvement. Even market leaders must innovate to maintain their position.
Whether trying to catch up or maintain leadership, SEO demands ongoing activity. Market leaders focus on marginal gains, while those trying to catch up look for impactful changes.
Regular check-ins, like quarterly business reviews, are essential to understand evolving business priorities and ensure alignment. By working closely with clients and understanding their perspectives, SEO specialists can better align with business goals.