Learn The 10 Roles Your SEO Team Must Include To Be Successful
Very few businesses are lucky enough to have the kind of location, product, or service that just draws consumers to them magnetically. Everyone else has to rely on marketing and advertising to first let consumers know that they exist, secondly what they have to offer, and thirdly why consumers should spend their money with them. Even the brands that are supposedly household names that you might think don’t have to work for it, in fact do. Think of brands like Coke or Geico. They are household names as brands, but they also have their advertising everywhere.
In the generation that the Internet has taken over the world, it has also rooted itself into the very nature of how a business should run. While older forms of marketing still exist, none offer the cost-efficiency or simple scalability that search engine optimization does. In short, if you’re an owner, entrepreneur, or high-level leader, you know that you can’t ignore SEO. Someone has to handle it in the name of your company.
The question quite often is who is going to handle it for your business? Many businesses choose to outsource the work to digital agencies who can organize and execute search engine optimization campaigns at price points that fit your corporate budget, providing professional services and financial flexibility. Larger companies sometimes try to handle SEO matters with an in-house team, seeing the increase payroll, benefits, insurance, and taxes as a trade-off to keeping closer control over their marketing and ensuring consistent branding in all marketing mediums. A number of companies even use a hybrid approach, involving both permanent employees and a rotation of SEO agencies to complement in-house resources.
Whatever approach you use from a personnel point of view, you do need your SEO team to have all the necessary skills available within the group. You might get really lucky and have one guru who can do it all, or you might choose role players for each specific responsibility. Many teams have people that wear more than one hat, but still need more than one person to cover it all.
Without doing this, your SEO campaigns are not going to be as effective as they could be, and they could even fail due to imbalance. To make sure your SEO efforts lead to success, make sure that your SEO team has at least one person to handle each of the following 10 roles. Hopefully, each person will also have assistance or a backup!
Whoever you put in charge of doing backlinks has to above all be a person who knows what’s kosher in modern SEO. The primary tactic used to be generating tens of thousands of links from cheap blog networks, and sadly, that can still generate some results briefly. However, in the long run, it backfires hard, particularly with Google. Good links now have to come from sites whose content is obviously similar to your own and have good page rank or authority of their own. It’s also ideal to have a good mix of link sources, including social media posts, article directories, blog and forum comments, and press releases. You need someone that can do all of those and also balance it right.
2) Content Creation:
You might have heard the phrase ‘content is king’ so much that your ear drums actually tune it out now. Have you ever stopped to understand why it is king? There’s a few reasons behind this line of thinking. First of all, Google is trying to give its searchers the best content it can, so sites that have great content are rewarded with higher positions in the results pages. Secondly, the quality, helpfulness, and caliber of the content on your website itself is often going to be what turns a visitor into an actual customer. It’s your chance to establish yourself as a trustworthy authority in your sector that they can trust with their time and money. Keeping content updated and fresh pieces coming out is also critical to staying high in search engine listings, as they downgrade dated material in favor of newer material. This involves mostly writing, but podcasts and videos are also necessary in most cases.
A lot of SEO is actually handling the nuts and bolts of your own site content and code, making sure that content focuses on the chosen keywords, as well as properly optimizing everything from page titles and alt image tags to internal link structure. The site’s link structure not only helps search engine crawlers find all your various pages, but also makes it easier for visitors to move around your website too.
Depending on who you talk to in the SEO world, you might hear them talk about your ‘funnel.’ That’s basically what your website is supposed to be. SEO draws interested, targeted traffic to your website and then your website turns them into profit, revenue, leads, subscribers, or whatever else your business model is looking for. Your conversion rate is how many visitors you turn into actionable resources. You’ll not likely ever hit 100 percent, but how well are you doing? A good SEO team knows its current conversion rate, the industry average, and how to meet it if not beat it. Always have someone looking to get the number up.
5) Keyword Research:
If you’re just starting out, someone needs to pick three to five keywords your content and site need to revolve around. As you grow, constant keyword research is needed to find areas of natural growth to expand into, and more importantly, what related search terms are consumers looking for and not finding answers for yet. Being the first to fill an empty niche is a very lucrative opportunity to beat everyone else to the punch. Finding keywords that are relevant but less competitive than others is also a good place to be.
6) Social Media Management:
If there are any running jokes or funny moments around your store or office, try to turn it into a video that makes consumers laugh. Anything just funny enough might be viral enough to get shared five thousand times, which is five thousand backlinks helping out your profile. In a more general sense, engaging followers on social media is worth the effort. An estimated one-quarter of all Internet traffic follows links posted on Facebook alone, putting it just behind Google, and squarely in the league of Yahoo and Bing.
7) Backlink Profile Analysis:
This is not something that needs to happen on a daily basis, and perhaps not even a weekly one. However, on a routine basis, someone on your SEO team needs to look over the existing backlinks pointing to your site and review their help or their hurt. Sometimes, you are going to notice certain links coming from questionable sources that are actually hurting your rankings. These could be links created by error, links from sites that are no longer reputable in the eyes of Google, or even links created from an SEO resource you once relied on that turned out to use black-hat SEO techniques. In very competitive fields, you might even be suffering from an unscrupulous competitor that is trying to get your website sunk. Disavow lists are among many options you can use to fight off penalties, but you have to know such links are out there. On the flip side, you might also find links giving you more traffic than you though, which are potential areas of growth to explore and exploit.
8) Metrics And Reporting:
Search engine optimization in general is about driving traffic to your website and profiting from it. However, specific goals needs to be set, as in what kinds of traffic levels and conversion rates you want. Past that, specific objectives that can make those goals happen need to be articulated, followed by routine metric measurements and reporting done so you know not only what your goals are but what progress is happening in their direction.
9) Competition Review:
While most of your search engine optimization work is going to focus on your own site, backlinks, and SERPs, someone needs to be keeping an eye on the rest of your competition. Knowing how your sector, industry, or niche in particular is doing is essential to rising to the top of it. However, you want to keep eyes on everyone ahead of you and behind you. Hopefully those ahead of you are decreasing in number as you move up, but there might be things to learn from them to help you advance. Keeping an eye on those behind you lets you spot anyone moving up the SERPs faster than you are. They might also be someone you can learn from.
10) An Expert:
For all the various individuals and particular talents you might have assembled on your SEO team by this point, you need one person that stands heads and shoulders above the rest as the expert. It does not have to be the supervisor, manager, or director of your search engine optimization personnel, but there needs to be at least one industry professional on your staff that can be the voice of wisdom and experience in the group. This is particularly vital if any of the other members of the team, especially more than one, are new to the search engine optimization field.
Whether or not your search engine optimization team is in-house, third-party professionals you outsource work to, or a combination of both, you need the people taking care of such matters to have the whole set of skills necessary to form a robust and comprehensive resource pool. When the team is well-rounded, no corners are cut, nothing is glossed over, and everything that needs to happen does. Use this checklist of 10 SEO skills to make sure that your team, however it is formed, has all its bases covered. That way, you can ensure your likelihood of search engine optimization success.