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4 Smart Ways to Boost Your In-House SEO

Bruce Clay — Wed, 30 Nov 2022 17:52:11 +0000

Wish you were getting better results with your in-house SEO? There comes a time in every SEO program where you feel like you’ve plateaued. But you can push past it. I’ll share four things you can do to take your SEO results to the next level:

Get the Right Kind of Buy-In
Hire the Best People
Get SEO Training
Get Outside Expertise
FAQ: How important is company-wide buy-in for successful in-house SEO improvement?

1. Get the Right Kind of Buy-In

This one seems like a no-brainer. If you’re already doing SEO, then that probably means you’ve had some buy-in. But the type I’m talking about is company-wide.

What does that mean, exactly? It means that every team knows that SEO is a strategic business initiative. There is a big difference between lip service buy-in for SEO and every team knowing that SEO is imperative.

Because different teams make updates to the website and because all teams make business decisions, everyone needs to be thinking about SEO – how will this website change impact SEO? How can this business goal be achieved by SEO?

One of our clients saw tremendous results when everyone was on board, and you can read more about that here.

For more on how to get company buy-in, see:

2. Hire the Best People

Hire an expert SEO, and you have the ability to change your business trajectory online; hire a mediocre one, and you will get average results.

The good news is that search engine optimization jobs are in-demand. Remote jobs especially are desirable right now and one of the reasons behind The Great Resignation. SEO is the perfect type of job to offer remotely.

With the right offer, you can attract the best talent. And remember that experience can trump college degrees in this field. However, in my opinion, too many companies are looking for SEO generalists.

In fact, according to research by Backlinko, only about 23% of SEO jobs required technical SEO skills. That is a mistake. You want strategists, but you also need technical analysts to be able to take your SEO to the next level.

Once you have your candidates, make sure you are asking the right questions. You want to get a feel for their technical abilities as well as what sort of soft skills are required for a job like SEO.

These articles will help you in your search to find the right people:

3. Get SEO Training

One of the ways you can get your many team members on the same page about SEO quickly is to offer SEO training.

This is especially important when you want to recalibrate how you should be doing SEO, to get C-Suite up to speed on it or when you are starting a company-wide SEO journey (this really comes in handy when you are asking IT to make technical changes to the website).

And even experienced SEO professionals need continuing education. Here at our company, for example, our SEO analysts spend countless hours staying updated on the latest SEO news and strategies.

So SEO training can be a great refresher for many, depending on the curriculum and resources offered by the training company.

For more, see:

What Is SEO Training?
It’s Time to Rethink Your SEO Training
SEOtraining.com

4. Get Outside Expertise

When you’ve been knee-deep in your SEO program for a number of years, it can be challenging to think of new ideas. Also: There could be something going on with your website that is hindering your search engine rankings without even knowing it.

These types of scenarios are when outside expertise can really come in handy. I’m talking about hiring an outside SEO consultant or agency to take your in-house program to the next level.

There are different ways you can work with an SEO vendor:

You can get an in-depth SEO audit to uncover any issues your site may be having and how to fix them.
You can invest in expert consulting services that are tailored based on your needs.
You can buy a block of hours for special projects that need an expert team (for example, you want to get your website in good shape for Google’s page experience update).

These are just some ideas, and, of course, every consultant or agency offers something unique. We have honed our process over years of difficult projects – perhaps a free short call to discuss your issue is reasonable?

It is quite common for in-house SEO teams to use outside SEO experts to give them a competitive advantage when the time is right. Just be sure to do your diligence when hiring to make sure you will get the best guidance and the best service fit.

FAQ: How important is company-wide buy-in for successful in-house SEO improvement?

The significance of company-wide buy-in must be considered when enhancing in-house SEO performance. This foundational element forms the bedrock upon which successful SEO improvement is built. In-house SEO efforts are not isolated tasks; they permeate every aspect of a company’s online presence, making collective understanding and support a linchpin for success.

Successful in-house SEO improvement hinges on aligning all teams, from marketing and content creation to IT and development. Every department plays a pivotal role in the execution of SEO strategies. A unified vision, where every team recognizes SEO as a strategic business initiative rather than an isolated task, fosters an environment conducive to holistic optimization.

Practical experience has shown that the synergy achieved through company-wide buy-in yields remarkable results. Consider a scenario where content creators weave targeted keywords seamlessly into their articles while the development team ensures the website’s technical aspects align with SEO best practices. This harmonious collaboration amplifies the impact of each strategy, resulting in improved organic traffic and search engine rankings.

Gaining company-wide buy-in involves more than paying lip service to SEO goals. It necessitates fostering a culture where everyone understands the pivotal role of SEO in achieving business objectives. Regular communication, workshops, and training sessions are instrumental in educating teams about SEO’s nuances and its direct impact on the company’s digital footprint.

Furthermore, in-house SEO improvement flourishes when teams share a common language. When marketing, IT, and content teams speak the same SEO language, it streamlines communication, minimizes misunderstandings, and accelerates the implementation of strategies. This shared understanding enables teams to collaborate proactively, fostering an environment where the sum is more significant than its parts.

Company-wide buy-in stands as a cornerstone of successful in-house SEO improvement. Its transformative power lies in its ability to unify teams, foster a shared vision, and maximize the impact of optimization strategies. Embracing company-wide buy-in elevates SEO results and propels the business toward digital success.

Step-by-Step Procedure for Achieving Company-Wide Buy-In for In-House SEO Improvement:

Understand the Landscape: Familiarize yourself with your organization’s current SEO awareness and understanding level.
Craft a Compelling Narrative: Develop a persuasive case highlighting the tangible benefits of SEO for the business.
Engage Leadership: Seek endorsement and support from senior leadership to emphasize the strategic importance of SEO.
Educational Workshops: Organize regular workshops to educate teams about SEO’s impact and relevance.
Cross-Functional Collaboration: Facilitate cross-departmental discussions to encourage collaboration and integration of SEO into various functions.
Shared Goals: Align SEO objectives with broader business goals to emphasize the collective nature of the endeavor.
Communication Channels: Establish channels for regular communication and updates on SEO progress and milestones.
Demonstrate Results: Share success stories and data showcasing the positive outcomes of SEO efforts.
Metrics and Reporting: Implement a robust system for measuring and reporting SEO performance to maintain transparency.
Customized Training: Offer specialized training sessions tailored to the needs of different teams.
Empowerment: Provide teams with the autonomy and resources to implement SEO strategies effectively.
Feedback Loop: Create a mechanism for teams to provide feedback, share insights, and suggest improvements.
Continuous Learning: Foster a culture of continuous learning by staying updated on evolving SEO trends.
Recognition and Rewards: Recognize and reward teams that actively contribute to SEO success.
Collaborative Tools: Utilize digital tools and platforms to facilitate seamless collaboration and knowledge sharing.
Peer Learning: Encourage knowledge exchange among teams through peer-to-peer learning sessions.
Integrate SEO into Processes: Embed SEO considerations into existing workflows and processes.
Regular Assessments: Conduct periodic assessments to gauge the buy-in level and identify improvement areas.
Adapt and Evolve: Stay flexible and adapt your approach based on the changing dynamics within the organization.
Celebrate Milestones: Celebrate achievements and milestones to reinforce the value of company-wide buy-in for in-house SEO improvement.

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How Long Does SEO Take to Produce Results?

Bruce Clay — Tue, 09 Mar 2021 21:49:15 +0000

In a world of instant gratification, SEO is not. But as the saying goes, nothing good comes easy. Search engine optimization takes time.

Once you build momentum, though, you can expect results. You should find your organic channel driving the most traffic to your site and often being the largest contributor to your revenue online. Let’s now look closer at how long SEO takes to see results and the factors that come into play.

How long does it take to see results from SEO?
5 Factors that impact how quickly you can get SEO results
FAQ: How long does it take to see results from SEO efforts?

How Long Does It Take to See Results from SEO?

Depending on the website, it could take up to one year to see the kind of results you are hoping for — but for many, results could happen in months. At one point, it took us two years to rank No. 1 out of millions of results for a certain target query. So a precise answer to how long will it take is: “It depends.”

In some instances, certain fixes can produce near-instant results. For example, if something is hindering the site’s being crawled and indexed, like a robots.txt file that’s blocking the search engines, a correction can make an instant impact.

But, in most cases, several months to a year is the timeframe. And even Google confirmed this:

Screenshot from Google’s video “How to hire an SEO”

How many months? It depends on many factors, which I’ll discuss in this article.

That said, let’s look at the contributors that impact how long it will take a website to see results from SEO.

5 Factors That Impact How Quickly You Can Get SEO Results

1. Your Website

The website is the weapon we take into the SEO battle. Entering into a gunfight with a dull knife is not going to be a rewarding experience.

Remember: It’s not the job of SEO to make a pig fly. You need useful, quality content to rank in search. But even with that, if a website has been unmaintained for years, it’s going to take a lot more work to get it to a place where it can start competing in the search results.

Let’s also not forget the work that goes into cleaning up a low-quality link profile or a Google penalty situation, which must be done before you can start competing.

2. Your Industry

Some industries are held to a higher standard than others in the Google universe. What that means is that if, for example, your website has “your money or your life” content (aka YMYL webpages), you may have more work to do in order to compete. It’s important to understand things like Google’s “Search Quality Evaluator Guidelines” and its guidance on experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) and on making sure your content passes the “needs met” test.

3. Your Competition

Whether or not you get traction sooner rather than later also hinges on your competition online. If, for example, you are targeting a more competitive space that is saturated, then it may take longer to gain visibility in the search results. So, you need to understand your competition in order to beat them. What is their SEO strategy? What do they have that you don’t? Getting these insights can help you move along further and faster.

4. Your Resources

A big contributor to how fast you can get results is your resources. What I mean when I say resources is the size of your budget, the type of SEO you invest in and how seriously you take it.

Getting recommendations and implementing them are two entirely different things. For example, don’t expect to get fast results if you:

5. Your Strategy

Keep in mind that when you invest in high-quality SEO services, there’s a lot more to it than simply ticking boxes on an SEO checklist. The SEO strategy you apply to your website has a lot to do with how fast you see results. You’ll want a roadmap with an SEO audit, which lays the needed groundwork to identify any site issues, architect the content in an SEO-friendly way, and go after a whole-SERP strategy.

At the end of the day, SEO takes time. It’s a long-term investment you will want to make in your site so that you can continue to be relevant in the search results and reap the rewards.

If you’re ready to explore what it will take to see SEO results for your business, contact us today.

FAQ: How long does it take to see results from SEO efforts?

SEO is an ongoing strategy that requires strategic planning and consistent efforts. Though immediate results may not immediately be evident, changes could start showing within two weeks. Search engines need time to index pages and evaluate the impact of optimizations. These early signs often include changes in keyword rankings and increased organic traffic.

The competitiveness of your industry and chosen keywords significantly influence the timeline. Niche markets with lower competition might yield noticeable results in a few months, whereas highly competitive sectors demand more time and effort. Establishing authority and credibility within your domain takes time, as search engines value websites with a history of consistent, high-quality content.

Content freshness plays a pivotal role. Regularly updating your website with new, relevant content keeps it engaging and signals to search engines that your site is active. Over time, this can lead to better rankings. Additionally, the quality of your content matters. High-quality, comprehensive content tends to attract more backlinks and social shares, which, in turn, accelerates SEO progress.

Technical optimization is another crucial component. Ensuring your website’s technical aspects are sound and user-friendly positively impacts the user experience and search rankings. Factors such as page speed, mobile-friendliness, and secure browsing are paramount. Fixing these technical issues can lead to incremental improvements over a few months.

It’s important to realize that SEO is an ongoing journey rather than a destination. Regularly monitoring and adjusting your strategies based on data insights is key. As you consistently provide value to your audience, your website’s authority grows, resulting in a more prominent online presence and improved organic rankings.

Step-by-Step Procedure: How to Gauge SEO Result Timelines

Understand Your Goals: Clearly define your SEO objectives, whether it’s higher rankings, increased organic traffic, or better engagement.

Conduct a Website Audit: Identify existing issues that might hinder SEO progress, including technical, content, and backlink concerns.

Keyword Research: Research and select relevant keywords with varying competition levels.

On-Page Optimization: Optimize title tags, meta descriptions, headers, and content with chosen keywords.

Technical Optimization: Ensure your website is mobile-responsive, has fast loading times, and is secure (HTTPS).

Content Creation: Develop comprehensive content that addresses user intent and industry-specific queries.

Content Publishing: Regularly update your website with fresh content to signal its activity to search engines.

Link Building: Acquire high-quality backlinks from authoritative websites in your niche.

Social Media Engagement: Promote your content on social platforms to increase visibility and encourage shares.

Monitor Analytics: Use tools like Google Analytics to track changes in organic traffic, keyword rankings, and user behavior.

Evaluate Progress: After 2-3 months, assess the initial impact of your efforts on organic traffic and rankings.

Refine Strategies: Based on your initial results, refine your SEO strategies. Focus on what’s working and adjust what’s not.

Consistency is Key: Maintain a consistent content schedule and refine your optimization techniques.

Patience Pays Off: Recognize that SEO is a gradual process; significant results might take 6-12 months or more.

Adapt to Algorithm Updates: Stay informed about search engine algorithm changes and adjust your strategies accordingly.

Build Authority: Engage with your audience and other industry leaders to establish your website as a reliable source.

Local SEO (if applicable): Optimize your website for local search if you have a physical presence.

Regular Audits: Continuously audit and optimize your website for technical issues, content gaps, and opportunities.

Diversify Content: Experiment with various content formats like videos, infographics, and podcasts to reach a broader audience.

Long-Term Commitment: Embrace SEO as an ongoing strategy; continuous effort and adaptation yield the best results.

The timeline for seeing results from SEO efforts varies widely due to factors like competition, content quality, technical optimization, and industry specificity. By following these steps and understanding the nuances of the SEO journey, you can navigate the path toward enhanced online visibility and sustainable growth.

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Myth-busting SEO for the CMO: Myth No. 3 – SEO Is a One-Time or Sometime Initiative

Bruce Clay — Thu, 16 Jul 2020 17:37:52 +0000

Owning a website is a bit like owning a house. You need to invest in it to keep it working well and looking good. You wouldn’t invest in real estate never to touch the house again. And you shouldn’t do that with a website, either.

Let’s myth-bust the concept of SEO as a one-time or sometime thing. In this article:

Why SEO is a long-term strategy
How to use SEO for the long-term
FAQ: How can I create a sustainable SEO strategy to boost my website’s performance?

Fact: SEO Is a Long-Term Strategy

SEO is done when Google stops changing things and all your competition dies.

Google is continuously updating its search engine. In 2019, Google reportedly ran more than 464,000 experiments that resulted in more than 3,600 improvements to search. That means potential new ways to compete in the search results.

Plus, Google’s ranking algorithm has countless signals. Your target keywords or queries each carry a different intent. And guess what? That keyword intent biases the algorithm.

So if every keyword has its own intent and algorithm, there are as many algorithms as there are keywords. Then factor in RankBrain’s impact on the search results, and there are endless variables to ranking.

This is why casual SEO will never last.

Former Googler turned SEO Kaspar Szymanski echoes this thought and explains why once-and-done SEO is a myth:

At industry conferences, attendees hear people say that it is important to “get it right” to rank. This is true, yet not entirely accurate. Like any other company investment in assets, over time that very same investment will inevitably wear off.

Best practices of the past become outdated or downright obsolete. To keep up with the competition, especially in the more lucrative niches, SEO needs to be considered an ongoing effort with planned, periodic spurts of increased activity scheduled ahead of time.

Some factors such as snippet representation, directly impacting user experience and signals must be continuously monitored and improved. The same applies to page performance, which again is directly responsible for how users experience the website.

Other factors, such as managing backlink liabilities, may only require spot checks and be part of an annual on- and off-page SEO audit.

(I talk more about one of those SEO tactics that needs maintenance — schema markup — in my article on surprising on-page SEO techniques.)

Besides staying on top of changes to search, you sometimes have monumental events that nobody sees coming. Things that only a skilled SEO would know how to handle.

The fallout of COVID-19 is one example. In these times, you need the know-how to stay relevant online, and casually doing SEO is not going to cut it.

Sure, if you’re launching a new website or revamping an old one, an SEO checklist is going to be your best friend. You want to make sure that you build proven best practices into the website from the ground up to have a chance in the search results.

But that should be only the beginning.

How to Use SEO as an Ongoing Strategy

Even if you are 100% dedicated to SEO, the typical time to see results is up to six months depending on your website and niche. So it’s easy to see why this is something that needs a lot of momentum to get off the ground.

But once it does, it pays. Research shows that organic traffic drives more than 50% of traffic to websites. And in some industries, it’s responsible for almost 60% of revenue.

Here’s how you can use SEO as a long-term strategy year after year …

SEO checklists are going to be useful as a spot check quarterly to make sure you’re staying on top of best practices. They’re also useful for site launches and site redesigns.

SEO tools are going to give you an edge that transcends best practices and offers custom data on your website and SEO. Use daily to stay on target.

SEO audits are a good investment once per year to uncover big issues that may be hindering your organic search traffic. There is usually plenty of work following a proper audit.

SEO consulting or services are a good way to have a team of experts on call so you can solve tough SEO problems.

SEO training is a great way to sync knowledge across your teams so that everyone stays up to date on changes. Because SEO learning events are undergoing a major shift from face-to-face to online, it will be important to vet the curriculum and format to ensure it’s the best fit. For in-house teams, it’s suggested that you offer SEO training at least once per year.

And if you’re having a hard time getting the SEO changes you need done, see this article for tips.

For more SEO myth-busting, see these:

Myth No. 1 – SEO Is Too Unreliable
Myth No. 2 – You Can’t Measure SEO
Myth No. 3 – SEO Is a One-Time or Sometime Initiative (this page)

If you’d like to talk about your SEO needs and how we can help, contact us for a free consultation.

FAQ: How can I create a sustainable SEO strategy to boost my website’s performance?

As search engines continually refine their algorithms, staying ahead requires a strategic approach. This article will provide you with expert insights into creating a sustainable SEO strategy that can elevate your website’s performance and keep it thriving for the long haul.

The Foundation of Sustainable SEO

To begin building a sustainable SEO strategy, start with a solid foundation. Research keywords thoroughly to locate the most prominent and useful ones in your niche. Once identified, incorporate them into the content of your website for maximum benefit — creating content that’s engaging, useful, and informative for the audience. Search engines reward websites that provide genuine value to users, so prioritize content quality.

On-Page Optimization

On-page optimization plays a pivotal role in SEO sustainability. Pay attention to meta tags, headers, and image alt text, ensuring they reflect your chosen keywords. Optimize page load times for a seamless user experience, and make your site mobile-friendly as mobile searches are now a major ranking factor. Regularly update and refresh your content to keep it current and appealing to both users and search engines.

Link Building for Longevity

Building high-quality backlinks is a crucial component of sustainable SEO. Seek out reputable websites in your niche and form mutually beneficial partnerships for guest posting or link exchanges. Avoid low-quality link schemes that can harm your website’s credibility. High-quality, authoritative backlinks can boost your website’s ranking and traffic over time.

Stay Informed and Adapt

The digital landscape is ever-evolving, and search engine algorithms change frequently. To maintain a sustainable SEO strategy, stay informed about industry trends and algorithm updates. Continuously monitor your website’s performance using analytics tools and adjust your strategy accordingly. Adaptation is key to ensuring your SEO efforts remain effective.

Patience and Persistence

Lastly, remember that SEO is a long-term game. Sustainable SEO strategies don’t yield overnight results. It takes time for search engines to recognize and reward your efforts. Be patient and persistent in your optimization endeavors, and you’ll gradually see the fruits of your labor.

Sustainable SEO strategies require careful research, constant optimization efforts, and an enduring dedication to keeping up with industry developments. By building a solid foundation and prioritizing on-page SEO efforts like creating high-quality links or adapting to ever-evolving algorithms, sustainable SEO strategies can increase website performance for long-term success.

Step-by-Step Procedure: Creating a Sustainable SEO Strategy

Begin with comprehensive keyword research to identify relevant keywords in your niche.
Create high-quality, valuable content that incorporates these keywords naturally.
Optimize on-page elements, including meta tags, headers, and image alt text.
Ensure your website is mobile-friendly and loads quickly.
Implement a link-building strategy focused on reputable websites in your niche.
Avoid low-quality link schemes that could harm your website’s credibility.
Stay informed about industry trends and search engine algorithm updates.
Monitor your website’s performance using analytics tools regularly.
Adapt your SEO strategy based on the insights gained from monitoring.
Be patient and persistent in your SEO efforts, as sustainable results take time to materialize.

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