As much as we hate to admit it, it’s easy to get stuck in the hamster wheel of on-page and off-page SEO without paying much attention to context. We spend so much time focused on the highly technical aspects of SEO that we often breeze past other important elements that can add to our success with a particular strategy.
That’s not to say marketers should completely ignore the technical aspects of SEO. That said, the top SEO experts in their respective industries understand that there are other considerations to make a strategy shine. Executing a technically sound SEO plan is great, but it won’t necessarily translate into success if you aren’t implementing other contextual pieces.
Because SEO is an ever-changing entity, it’s important to establish habits that you can always circle back to when things inevitably change. These are regular habits you should implement into your daily SEO regimen in order to have a deeper understanding of how your strategy is working — not only how it’s performing. Knowing the outcome of your strategy isn’t enough to sustain long-term success, there are specifics things marketers should be doing to ramp up their SEO efforts on a recurring basis.
There’s an old myth that says it takes 21 days to establish a habit and while we wouldn’t dare make that proclamation when it comes to the complexities of a successful SEO strategy — we’re here to help you get there a little faster.
Measure with Purpose
Some people believe in measuring more often, but measuring with purpose is a more accurate assessment of what marketers should really be doing when it comes to SEO.
Pulling important stats from Google Analytics and Google Search Console can be arduous (trust us, we know), but it’s a necessary routine practice for SEO success. It’s also not enough to look at the numbers and just take them for what they are. Digging deeper and understanding the context behind the numbers is the most important part of this process.
Measuring with this kind of mentality also gives us the ability to understand our audience better. From information found on tools like Google Analytics and Google Search Console, we can adjust our measurements to make them more efficient and customized for the audience we’re targeting. If you are using an SEO tool such as the Mintent SEO platform, this information will be centralized and rolled into your scheduled report without the need to log into GA or Search Console each day. It goes from being a more general SEO strategy with broad outcomes to a highly sophisticated and specialized one with specific goals.
For example, take something like page load times. On the surface, you might not think this has a whole lot to do with SEO until you truly understand how everything is interconnected. For businesses that are investing money into an SEO strategy, having pages with slow loading times can be a silent killer. You’re doing everything right with keyword research and starting to rank, but something as seemingly minuscule as page loading times can really bring you down as exit rates steadily climb over time.
Keep an eye on this by going into Google Analytics and jumping into Behavior > Site Speed > Page Timings– or else, if you are using an SEO product like Mintent’s you can easily built this parameter into your scheduled reports. This will give you all the information you need to determine if your site is loading at an optimal rate or if you need to take a light jog down the hallway to have a chat with site developers about how they can speed things up.
Identify Keywords That Matter
Stop us if you’ve heard this one before: you’re working with an ambitious new startup client that wants to rank for keywords that are already dominated by larger and more authoritative companies with a lot more years in the industry. The startup insists the keywords they’ve chosen are the ones they want to rank for and feel like it’s pretty straightforward before you crush their dreams and explain how complex it really is.
SEO, like anything else in business, is a process. Even if you have a sure-fire billion-dollar idea to disrupt an entire industry, chances are your business is trying to get on some kind of consumer radar to start. That won’t happen if you insist on targeting keywords that, while applicable to your product or service, won’t give you any traction on Google because of the sheer amount of companies in the space with the same idea.
To stand out, you have to begin with thorough keyword research and try to rank for keywords that can feasibly drive your ranking faster. Using our keyword research tool to determine keyword difficulty can also go a long way in helping determine if it’s worth pursuing a particular keyword for SEO. Don’t ever assume in this scenario. Always base your keyword decisions in tangible research.
Speaking of assumptions, here’s some more food for thought: have you ever gone into a meeting with exciting new SEO developments before realizing about halfway through that no one really knows what you’re talking about and, worse yet, how your efforts are helping the business?
The learning curve for SEO can pretty steep at times and if other team members or C-Suite members don’t have a basic understanding of how it functions — how can they help you do your job better? This can be easily solved by setting up some basic meetings or workshops to give them a rundown of SEO basics so they know the value you’re providing.
Once others within your organization understand the role SEO plays in driving business, they will be able to give you more information to help you do your job more effectively. For example, chatting with C-Suite members about overarching business goals can help you develop smaller goals to help move towards the bigger one. The important part is that your SEO strategy is moving in step with your organization so that goals are being met on a consistent basis. If you’d like to expand your knowledge of SEO strategies further, check out this list of the top ten SEO books (with reviews)!
Building better SEO habits that will help drive your content strategy is easy with Mintent’s SEO Platform. See how the tool can help take your SEO efforts to new heights. We’d be happy to give you a personalized demo. Click here to schedule!