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@AlanBleiweiss
SEO Tasking Goals -
Where + When to
Compromise
Presented byAlan Bleiweiss
http://AlanBleiweiss.com
#SLCDMC
@AlanBleiweiss
SEO Tasking Goals - Where + When to Compromise
http://AlanBleiweiss.com
#SLCDMC
@AlanBleiweiss
SEO Tasking Goals - Where + When to Compromise
Sustainable SEO is possible whether a site has never had problems, or has had severe problems
#SLCDMC
@AlanBleiweiss
SEO Tasking Goals - Where + When to Compromise
Sustainable SEO is possible whether a site has never had problems, or has had severe problems
#SLCDMC
@AlanBleiweiss
SEO Tasking Goals - Where + When to Compromise
Sustainable SEO is about creating a stable environment with consistent signals designed to increase revenue.
#SLCDMC
@AlanBleiweiss
SEO Tasking Goals - Where + When to Compromise
#SLCDMC
@AlanBleiweiss
SEO Tasking Goals - Where + When to Compromise
To ensure you have a system of sustainable SEO in place, you need to evaluate your situation so you know what to do.
#SLCDMC
@AlanBleiweiss
Planning
Proper PlanningPrevents
Pathetic Performance
#SLCDMC
@AlanBleiweiss#SLCDMC
Planning
@AlanBleiweiss#SLCDMC
Planning
@AlanBleiweiss
Proper PlanningPrevents
Poor Performance
#SLCDMC
Planning
@AlanBleiweiss
SEO Tasking Goals - Where + When to Compromise
SEO TASKING GOAL PLANNINGDetermine ObjectivesEvaluate Needs & LimitationsDetermine Where & When to Compromise
#SLCDMC
@AlanBleiweiss
What are the goals?
X new sales? X repeat sales?
X new visits? X return visits?
X page views? X new Leads?
Increase brand awareness?Authority? Trust?
Community impact?
Improve User Experience?
#SLCDMC
Planning – Determining Objectives
@AlanBleiweiss
What are the Goals Within Each Goal?
X new organic visits? Y new visits by z date?Y additional visits year over year?Y new visits that result in z new conversions?
#SLCDMC
Planning – Determining Objectives
@AlanBleiweiss#SLCDMC
Planning – Determining Objectives
How Granular do you Go?
@AlanBleiweiss
What Tasks Need to be Performed?
X new evergreen pages per y frequency?X new blog posts per y frequency?X new infographics per y frequency?X supporting PPC/social/email/offline campaigns?Reduce Page Speeds by XIncrease Click-through Rates for X Phrases?
#SLCDMC
Planning – Determining Objectives
@AlanBleiweiss
How realistic are you goals?
Are they important enough at this time? Do you have the resources available?
#SLCDMC
Evaluate Needs & Limitations
@AlanBleiweiss#SLCDMC
Evaluate Needs & Limitations
How difficult are your goals to reach?Existing Weakness Assessment
Existing Opportunity Assessment Existing Competitive Landscape Challenges
@AlanBleiweiss
Is an Audit Needed?
Too often, site owners & managers fail to evaluate properly before diving into action.
#SLCDMC
Evaluate Needs & Limitations
@AlanBleiweiss#SLCDMC
Evaluate Needs & Limitations
@AlanBleiweiss#SLCDMC
Evaluate Needs & Limitations
An audit can help clarify and determine what’s realistic, what’s important, and what’s possible
A proper auditbecomes the road map to success
@AlanBleiweiss#SLCDMC
Evaluate Needs & Limitations
Strategic AuditsLook at the big pictureLook at trendsLook for natural & unnatural patternsRely on sampling across several signal pointsOffer overall directional recommendations
@AlanBleiweiss#SLCDMC
Evaluate Needs & Limitations
Tactical AuditsFocus on singular goalsLook more closely at relevant opportunitiesTake a deeper dive into relevant dataAre more worthy of competitor evaluationsOffer more specific recommendations
@AlanBleiweiss#SLCDMC
Evaluate Needs & Limitations
Even if you don’t perform an audit, you still need to know what data to look at.
Understanding where weaknesses and opportunities exist, where to focus your attention is critical.
@AlanBleiweiss#SLCDMC
Define Tools & Resources
@AlanBleiweiss#SLCDMC
Where & How to Compromise
If you set a goal for x new pieces of content in y period of time, what if you don’t have the capacity?
What about technical tasking? Does the existing framework allow for needed changes?
@AlanBleiweiss#SLCDMC
Where & How to Compromise
Need to compromise on goals? Remember this, above all else:
The 5 Super-Signals of SEO are your guiding principles
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For Resource Limitations-Is your in-house team limited?
@AlanBleiweiss#SLCDMC
Where & How to Compromise
@AlanBleiweiss#SLCDMC
Where & How to Compromise
@AlanBleiweiss#SLCDMC
Where & How to Compromise
@AlanBleiweiss#SLCDMC
Sometimes it’s better to outsource than overwork your team
Where & How to Compromise
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For Resource Limitations-
Sometimes a hybrid approach works. Can you outsource project management while having work done in-house?
@AlanBleiweiss#SLCDMC
Where & How to Compromise
@AlanBleiweiss#SLCDMC
Where & How to Compromise
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For content-
If you can’t produce at the scale needed, scale up over time instead.
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For Topical Focus –Understand hierarchy of reinforcement.
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For Topical Focus –Understand hierarchy of reinforcement.
Page Titles are more important than H1 headlines
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For Topical Focus –Understand hierarchy of reinforcement.
H1 headlines are more important than H2 headlines
Page Titles are more important than H1 headlines
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For Topical Focus –Understand hierarchy of reinforcement.
Bold text is more important than plain text
H1 headlines are more important than H2 headlines
Page Titles are more important than H1 headlines
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For Topical Focus –Understand hierarchy of reinforcement.
Main content sections are more important than sidebar content
Bold text is more important than plain text
H1 headlines are more important than H2 headlines
Page Titles are more important than H1 headlines
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For Topical Focus –Remember the five Super-signal factor
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For Topical Focus –Remember the five Super-signal factor
Completeness of communication of concepts is more important than keyword frequency
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For Topical Focus –Remember the five Super-signal factor
Writing in natural language to provide value, evoke emotion, is more important than keyword variation effort
Completeness of communication of concepts is more important than keyword frequency
@AlanBleiweiss#SLCDMC
Where & How to Compromise
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For content-
Can’t produce as much as you think you need?
Consider doing more social & PR work to boost signals.
Supplement Organic SEO with PPC as an alternative.
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For content-
Getting enough high quality inbound links can often compensate for fewer pages or blog posts.
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For content-
Inbound link shortcuts are toxic.
@AlanBleiweiss#SLCDMC
Where & How to Compromise
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For content-
Work on fewer pieces of content, where you put more energy and effort into each page or post.
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For content-
Bigger pages & posts can win over smaller, more frequent, as long as quality, uniqueness & relevance remain.
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For content-
Sometimes you can win by just working on the most important pages first.
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For content-
Focus on the most valuable product categories initially. (revenue potential + profit margin)
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For speed improvements-
Pages take 30 seconds to load? Can’t get them to 3 seconds? Shoot for 10 seconds to start.
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For speed improvements-
Consider working on speed bottleneck types in phases. Just server issues; just file sizes; just 3rd party scripts…
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For speed improvements-
Consider an upgrade – PHP 7 can dramatically boost speeds & may be all you need to do.
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For speed improvements-
Consider improving the most important pages or template types first.
@AlanBleiweiss#SLCDMC
Where & How to Compromise
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For speed improvements-
Consider reducing the number of adsand ad networks you display
@AlanBleiweiss#SLCDMC
Where & How to Compromise
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For speed improvements-
Consider the Google Accelerated Mobile Page project as a limited solution.
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For Code Overhauls-
Can you band-aid the existing site while working separately on a rebuild? This is worth consideration.
@AlanBleiweiss#SLCDMC
Where & How to Compromise
For Code Overhauls-
If you band-aid while rebuilding separately, don’t copy & paste toxicity into the new site!
@AlanBleiweiss#SLCDMC
Where & How to Compromise
@AlanBleiweiss#SLCDMC
Where & How to Compromise
Sustainable SEO requires initial push, then ongoing support just like all marketing methods
@AlanBleiweiss#SLCDMC
SummaryTo reach sustainability, you need a plan.
Begin by determining goals, prioritizing their importance, then evaluating opportunities & limitations.
At that point, you can work toward tasking to take advantage of those opportunities while resolving limitations or finding viable workarounds.
Taking shortcuts and failing to remember the five Super-signals at each point in the process will eventually come back to haunt you.
When big tasks need to be tackled, consider breaking them down into phases.
@AlanBleiweiss#SLCDMC
Bonus – Stay Connected
Staying connected online helps ensure we’re aware of the latest industry news, changes and insights
@AlanBleiweiss#SLCDMC
Bonus – Stay Connected
@AlanBleiweiss#SLCDMC
Bonus – Stay Connected
@AlanBleiweiss#SLCDMC
Summary
Forgot to take notes or pay attention? I’ll make this deck available online and tweet the link using the #SLCDMC hashtag on Twitter.
Also - follow me @AlanBleiweiss if you have any questions!
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