Introduction to SEO Strategies
Many companies approach SEO reactively, chasing rankings and responding to algorithm updates without a long-term plan. However, successful SEO strategies start with a structured roadmap that aligns with business objectives, technical priorities, and content planning. Planning may not be the most exciting term, but it is essential for achieving desired results and reducing future regrets.
Aligning SEO with Business Objectives and Outcomes
Aligning SEO with business objectives and outcomes is critical. Digital marketing doesn’t have to be an expensive line item; it can and should be an investment that expects a return. If you’re a CMO or in marketing leadership, you likely feel this expectation daily. Your plan needs to have a clearly defined set of goals, as SEO can’t fix brand, product, customer service, or retention problems in a business. It is recommended to get people at the highest levels possible, as well as the broader business plans, metrics, and overall performance, connected with those doing SEO, to utilize in the roadmap.
Setting Realistic SEO Goals with Clear KPIs
Sometimes, goals are dictated, and in other cases, things are wide open, and we are asked to share what we think is reasonable in terms of conversions or KPIs. If you are able to align with business goals, you should have a good measure and understanding of what SEO could and should drive toward. However, translating that down further into SEO measures is essential. It is getting harder to accurately project organic search traffic with the rise of zero-click searches on Google and reduced clicks from AI Overviews. Focusing on quality metrics, such as working backwards from business outcomes, in alignment with your funnels and customer journey maps, is recommended.
Prioritizing SEO Tactics and Tasks
Prioritizing SEO tactics and tasks is crucial. Years ago, a national restaurant chain had an awesome strategy mapped out, but when the roadmap and plan for the next year were ready to roll out, they were blindsided by resource constraints. The problem wasn’t with investment in SEO functions or content creation, but with the priority for the IT and dev teams. SEO requires a range of other skills and disciplines, and plotting out all the tactics and resources needed is essential. Knowing the non-SEO factors that can impact SEO is vital in crafting your plan.
Bonus: Seeing It Through to Success
If you’re struggling with the planning process, a framework that can be applied is the START Planning Process. It provides a five-step process for digital marketing planning and can be applied to a multi-channel approach or narrowed to just focus on SEO. When you activate your plan and put the roadmap into place, there will be distractions. Internal distractions and disruptions will happen, and external changes will impact your plan. When these things happen, they become "trigger events" that are opportunities to revisit your roadmap and recalibrate if necessary.
Conclusion
SEO is hard work, and it is changing with AI. We are focused on quality more than quantity, and traffic sources are diversifying. I hate hearing that "SEO doesn’t work for my company" when I see it working for competitors or others in the same industry. In most cases, symptoms of it not working are connected to a root cause of not having a roadmap or plan. Having a solid foundation is essential, and being disciplined and documented is crucial for success. With the right approach and planning, SEO can be a valuable investment for any company, driving growth and achieving desired outcomes.