Ben Givon explains: How to align SEO tasks with business goals

Ben Givon explains: How to align SEO tasks with business goals

Are the updates and changes you are making to your SEO and marketing content effective for your brand? Affiliate marketer Ben Givon looks at the best and most effective ways to prioritize SEO tasks so they can boost your bottom line and reinforce both your marketing objectives and marketing goals.

“What is the best and most effective way of optimizing my business website?”

This is a common and popular question that all search engine optimization (SEO) experts must ask themselves; and it is a query that cannot be answered with one word. Furthermore, is there a website that only requires one feature to improve its search engine optimization objectives?  

SEO is a complicated task, anything but simple. The term SEO covers so many different aspects and elements that when faced with the question “what is the best and most effective SEO tactic out there?” we often find ourselves overwhelmed by the sheer amount of options that are available.

So, let’s get straight into this guide by Ben Givon on how to prioritize SEO tasks by their effectiveness.

Organize SEO tasks by impact

With just twenty-four hours in the day, it is near impossible to do everything in that time frame. So, if we only have enough time to complete a few objectives on the list, we need to make sure that we pick the most effective SEO tasks that will have the most influence on the website and brand as a whole.

For instance, let us explore the technical SEO audit. During a technical audit, certain SEO aspects such as canonicalization, lazy loading, and meta descriptions and an extra ten other things. A marketing department that is already burdened with their regular daily tasks will find it incredibly challenging.

To ensure that we make a dent in our SEO campaigns, we need to uncover exactly what is limiting the site’s potential. Title tags may not be the most influential factor when it comes to search engine optimization, however, if your website doesn’t include them, that update could lead to noticeable optimization results and better rankings on search engine results pages.

Organize SEO tasks by resources

It’s the same story when it comes to resources.

Let’s take a look at a couple of examples of why having the right resources is key to prioritizing your SEO campaigns for maximum returns and results. The first example involves transferring a website from HTTP to HTTPS which is quite a complicated process, especially if you do not have the knowledge or experience. It can be challenging, cause mistakes, and can even lead to a loss of valuable organic traffic.

The second example involves a marketing department that requests help from an SEO company to support them in creating content for a blog. This is a positive move, especially as content is one of the key factors that Google’s algorithms use in ranking a site for relevance and value. However, if this marketing department does not have a copy writer or editor who can adjust, manage, and approve the content that is produced then it could result in a hoard of unpublished blog content. And everyone knows that unpublished blog content does not help boost your SEO campaigns.

So, what are the solutions to both examples? Well, regarding the first example, transitioning from HTTP to HTTPS, you could wait until you have the right people with the right expertise to handle the transition properly.

As for the second example with the blog posts, as opposed to creating a plethora of new content, you could switch to blog refreshes. You could pick out a list of existing blog posts that needed updating. This way doesn’t require a whole bunch of editing. This could lead to an increase in organic traffic, resulting in better SEO without fresh blog content.

The bottom line is that SEO is usually dependent upon a variety of departments coming together to be effective.   

Adjust your SEO tasks with your business objectives and goals

Business goals and objectives go hand in hand when it comes to prioritizing your SEO tasks. Ensure you are driving results that affects all areas of your business. Or on the other hand are your proposals basically intended for improving organic traffic and revenue?

Try to avoid the common pitfall of prioritizing tasks that support your SEO campaigns but that don’t necessarily correspond with your business objectives and goals.

Make sure that you take into account the business aims and objectives of your overall brand, not just the marketing side of your business.

Don’t overreact to Google’s algorithm updates

We all know that Google regularly updates its algorithms but a common mistake that marketers make is overreacting to these incessant updates and changes.

Let’s just make something clear, when Google advises that we improve the security of our sites or that we improve and reduce the loading time, we should go ahead an make those enhancements. When Google recommends certain updates, we have to take into consideration our business objectives and goals.

Now let’s get it straight, you should be aware of any updates that Google makes to the way it uses ranking metrics to rank sites on its search engine results pages, but what you shouldn’t do is focus your efforts on something that doesn’t fit with your business objectives and goals. For instance, if Google brings out an update that affects mobile traffic and the bulk of your traffic comes from desktop users then it wouldn’t make much sense to spend a whole lot of time optimizing your site on mobile.

Alternatively, when Google launched its AMP (accelerated mobile pages), it seemed more or less a simple feat. Basically, it was developed for publishers, and Yoast made it much more straightforward, and therefore became an integral part of most SEO strategies. However, what about all the sites not hosted on WordPress? What about the sites with a customized CMS (content management system) who would have to source the help of a developer to set up functionality for the accelerated mobile page update? Would it be worth the time and effort?

Depending on what your business objectives and goals are, sometimes it doesn’t make sense to overreact to Google’s algorithm updates.

Bottom line

when all is said and done, success is a liquid target, and we live in a society that when it demands something it expects it to be supplied immediately. Google’s algorithms are in a constant cycle of endless updates and modifications as the world’s largest search engine attempts to deliver the most relevant and engaging search results for its users. Therefore, as the realm of online marketing evolves, brands need to keep monitoring, revising and maintaining their SEO campaigns in line with the shifting landscape.

Don’t forget, your business goals may involve optimizing all aspects of your brand, but let’s face it, this isn’t always possible. Support your marketing team’s SEO efforts by prioritizing which search engine optimization tasks are most relevant to your business goals.

Categories: Affiliate Marketing

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