Transcript of "Jason lax sap - from seo practitioner to seo evangelist"
Too Big to Manage Alone• At some point, a website becomes too large and diverse for a single person to take care of alone. You need to decide if you’re going to spend more time putting out fires or leading your organization. • Targeting several languages and geographic areas apply same pressure and challenges• Training and sharing best practices with colleagues offers very good ROI for your effort: • Multiple authors creating original, optimized content • Target the right keywords from the start • Less effort needed to make additional optimizations when needed • Better localization • Generate SEO awareness in your organizationSharing Know How and Best Practices• Leverage your organization’s intranet to share best practices and offer group and 1:1 training.• Share organic search traffic reports and also search query reports so that colleagues and management see value in SEO• Highlight and promote SEO so that it’s incorporated into organizational practices: URL creation, advise on new sites (technical/content), incorporate SEO into author onboarding, new product names.Consider Letting Externals Know about Your SEO Efforts and Success• Don’t be shy about sharing some of this information publicly: your power users are a great source of feedback.
Align with organization Goals• Always align your SEO project with your organization’s goals. E.g. Traffic Vs. Engagement so invest in your site search and navigation.• On the same note, target parts of your website and content associated with your organization’s strategic goals and assets (e.g. new products).Task Oriented• Separate between long term and short terms goals: you might be looking at a multi-year project over and above regular maintenance and dealing with trends and algorithm changes.• I find it helpful to categorize my tasks while keeping a public diary: • Inclusion • Keywords • On Page (Content) • Linking• Keep in mind the potential timelines and effort required to implement major changes when a workflow is present (e.g. IT, validation checks)More Effort on High ROI Tasks• Look for low hanging fruits that can yield great results with less effort.
• Used to demonstrate SEO success.• With a large and growing site, you cannot see and monitor everything. Use all your reporting capabilities to look for trends and stuff that stands out.• Take advantage of tools built into the platform such as interceptors that warn you of flagged keywords.• Investigate and adopt paid for services that match your needs.• Repeat the same for site search!