During meetings with prospective clients, I tend to heavily emphasize the importance of speed to the success of their SEO initiatives. By the way, I’m not referring to page speed, although that also matters in certain situations. Instead, I’m referring to how quickly a client can move from idea to execution. This includes how fast they can audit, change, brainstorm, publish, analyze, and optimize their efforts. Many of you reading this post understand how digital marketing moves at light speed. In addition, many of you have probably run into situations where you provide great advice, a solid plan, only to be left staring at a production schedule that covers an entire year (or longer). And if matters get worse, that already long production schedule has to go through several committees for approval.
Yes, fun times. The dreaded committee review, which can drag out execution, while also watering down your efforts, is one of the points I brought up in my post about compromise and failure in SEO. I’ll touch on committees later in this post.
To me, you need to move fast, and at a high level, in order to succeed in today’s SEO environment. If you don’t, your efforts can creep along, your rankings will suffer, your site will underperform, and your boss will be unhappy (to say the least). Let’s explore speed for SEO in greater detail below.
The Impact of Speed on SEO
I wanted to begin by displaying a graph that documents the various ways that speed can impact your SEO efforts. The wedges represent Speed to Audit, Change, Brainstorm, Publish, and Analyze. I’ll cover each segment in detail below.
Speed to Audit
If you’ve read previous posts of mine, then you know how powerful I believe SEO audits are. If you are a company that isn’t seeing strong performance from your organic search efforts, then pull the trigger and have a thorough audit completed. The faster you move to have one completed, the faster you’ll receive a thorough analysis of your current situation. And the faster you receive a remediation plan based on the audit, the faster you can fix the problems SEO-wise.