Looking to scale your SEO processes?
Are you equipped to factor in the ever-changing digital landscape into your plans for growth?
Any marketer would agree that scaling in today’s digital age can be a complex challenge.
However, by taking a sophisticated, fine-tuned, and strategic approach, you can seamlessly scale an SEO program on an enterprise level.
On July 13, I moderated a webinar with Wayne Cichanski, VP of Search & Site Experience at iQuanti, and Anwesha Mazumdar, head of Credello.
Cichanski and Mazumdar presented a scalable SEO program that works.
Here is a summary of the webinar. To access the entire presentation, complete the form.
1. Capture Consumer Demand
Understand what the consumers and your audience are looking for.
- Define your customer personas.
- Identify consumer demand across the journey.
- Discover what and how your audience is searching for your products.
If you don’t have content matching the user journey, they can’t enter your site based on the demand they’re looking for.
You’ll want to create that content in order to keep that traffic on board.
How do you create the content your audience is looking for? Start by compiling keyword data.
2. Compile Keyword Data
Take that journey data, the persona, that funnel connection, and apply that to your keyword research.
Keywords should be driven around content.
Group Keyword Data By Like-Minded Intent
Map & group keywords by similar intent. Then isolate and develop content to match that intent.
One intent equals one content page.
For Credello, these steps:
- Became the foundation for their content strategy across channels.
- Got translated to guidelines and brand voice.
- Helped them chart out the decision funnel and journey of the user.
3. Assess Your Competition
Know the key metrics to identify the health of your competitors.
The keyword landscape you just identified will define your markets, products, or service across that entire funnel journey.
That market landscape becomes your baseline, your north star.
Compare Market Strength Share
Compare those intents to your web pages, and figure out what you have in the market that’s published and missing, like a health state check.
Identify The Strength Of A Competitor’s SEO Program
Know where and what your competitors are doing in terms.
- Market coverage.
- Share of Voice (SOV) position.
- Content gap.
- Authority strength.
4. Scale Your Content Program
To close significant content gaps, you’ll need to know what you are trying to achieve with your content.
It can be achieved by taking into account the following factors:
- URLs published.
- Intent match.
- Existing/New content.
5. Prioritize Your Efforts
Knowing what to do and when is critical.
Start by grouping tactics by effort and teams for concurrent work streams.
How To Group Tactics
Low Effort/High Impact Tactics
- CMS page updates.
- Changes to content.
- Updates to primary SEO attributes.
- Disavowal of negative authority.
Longer Cycle Tactics
- Net new content pages.
- Infographics / 10x content.
- Template changes.
Sprint Cycle Tactics
- Page speed.
- Core web vitals.
- Template changes.
- Global navigation.
6. Piggyback On Sprint Cycles
Sprint cycles allow you to make adjustments and progressions.
Since the sprint cycles are already planned, dedicated, and targeted to a particular page, template, or initiative, you just add SEO value to that.
Put your puzzle pieces into those sprint cycles on a template and page level.
[Slides] How to Scale Your Enterprise SEO Program
Here’s the presentation:
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2023 Google Algorithms & SEO’s Future: Powerful Predictions For 2024
Join us as we explore the major algorithm updates, shifts in what are (and aren’t) ranking factors, and other impactful SEO events from 2023. We’ll also reveal our top predictions for the key SEO trends, challenges, and opportunities coming in 2024.
Featured Image: Paulo Bobita/Search Engine Journal