Understand The New Seo Process
Lets discuss a new process that allows SEO to improve the effectiveness of all digital marketing channels not just inbound.
Whats Wrong with the Old Process?
According to old SEO processes, changes were less justified. For example, if someone wants to change a title tag, there has been no justification as to how that affects the CTR of a page shared on Facebook.
Market Research Takes a Back Seat
Most SEO services solely focus on keywords, Analytics and competitive keyword analysis rather than understanding business objectives and the market.
No Focus on Audience Preferences
If you are putting strong keywords in your website, but arent fulfilling the needs of your target audience then it becomes useless. Unfortunately, the following questions are never asked while doing SEO:
* What is the purpose of your site?
* What do you expect your users to do once they arrive?
* Who is your target audience?
SEO doesnt Conform to Digital Strategies
Digital planning considers target audience and their experience before starting any work. SEO on the other hand can be successful but dont follow any set rule.
Why Link Building Initiatives Go Fruitless?
Link building initiatives can never be fruitful if it only depends on SEO and not on brands social strategies for making name and building relations.
An Introduction to New SEO Process
Now days, effective SEO process involves opportunity discovery, content strategy & development, technical development, social strategy, measurement and optimization.
The New SEO Process Explained
* Opportunity Discovery Opportunity discovery understands brand opportunity in terms of business objectives, market research, audience research involving analytics mining, social listening and quantitative analysis. It also involves keyword research, site audit, asset inventory, content audit, brand relationships, offline assets, competitive analysis and measurement planning.
* Content Strategy & Development SEO content strategy and development follows a process that starts from content ideation, wireframes creation to content building.
* Technical Development Technical SEO depends on two steps that are Technical Build and Implementation Audit respectively.
* Social Strategy It basically involves developing Link Strategy, PR, Contests, Events, Social Media, Social Implementation and more.
* Measurement It includes Reporting and Link Reporting for the client.
* Optimization It involves conversion rate optimization and continued SEO.
Advantages of This New Process
* The website become more audience focused
* Better brands buy-In
* More scalability
* Cross-channel optimization
* More conversions based on audience
by: Jack Davison
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