SEO project methodology
An SEO project requires careful attention to detail because there is a multitude of little things that will make that project a success or failure. Since natural traffic indeed represents an integral part of your audience, securing as many points as possible throughout the project is a crucial factor, whether as part of a redesign, a migration, or optimization.
Evangelize SEO & involve teams
This type of project could impact different groups, whether technical or marketing, with different understandings and affinities about SEO.
However, all of them can have an impact on the implementation of an effective strategy:
- An unclosed tag and Google starts crawling thousands of non-existent pages.
- Flashy technology that will make will prevent Google from crawling one type of content.
- A less sought after lexical field, which can be used at the expense of another, which could create more traffic but which does not necessarily fit into internal content policies.
- An irrelevant categorization of products.
- A communication strategy based on poor quality media.
There are many examples, but if you are working on SEO projects, you should be aware of these few concerns I am referring to.
Thus, for the project to be a success, it is essential that the different teams feel concerned. So they need to understand the basics of SEO and know that they can influence traffic for consultation Seo Services in Lahore available here 24/7. In reality, the objective is to establish a synergy between the different disciplines.
SEO project scope
As can be seen in the following map, which represents the perimeter of an SEO project manager and the impacted teams, many people with different sensitivities can be affected by SEO developments. Here, training and presentations will be your best assets.
Integrate SEO at the start of the project
SEO is not stupid and mean repetition of keywords on a web page but rather a meticulous strategy to put in place, whatever the web project (redesign, migration, improvements).
During these projects, several questions must be addressed, such as:
- Will all pages be kept?
- What will be the differences between the current structure and the new one?
- Are the URLs going to change?
This type of problem can strongly influence SEO performance between the old and the new site. It is, therefore, a matter of integrating the SEO manager upstream of the project so that he can identify the risks and think about solutions so as not to impact organic traffic, and therefore, SEO turnover.
Audit and prioritize
Defining an SEO strategy necessarily involves an audit of the existing or developing site. The naked eye considers it very challenging to track a web if several pages surpass.
This difference will necessarily impact the SEO strategy, and it will be necessary to understand why Google scans thousands of pages not accessible from the site to process them to optimize the ratio between accessible pages and indexed pages.
An SEO audit will allow you to obtain as much information as possible on the technical aspects of a site (page depth, duplications of titles, markup, page plans, etc.) to create a prioritized action plan. Without an audit, the project team risks missing out on important issues to resolve or relevant strategies to put in place. The SEO audit is the basis of a successful project.
Frame and document
Two main points concerning the framing and the project document: the SEO contract and the specifications concerning the changes to be made on the site.
Indeed, it is essential to clearly define your needs and the expected service so as not to have any surprises. Anything that will not be included in the contract may legitimately not be done by your SEO agency, insofar as it offers a price according to a need so any oversights can be billed. Therefore, your SEO manager must be in the loop for these documents to specify the technical requirements in front and back office as well as the deliverables. The agency can invoice you because the demand has not been specified upstream, which would be legitimate. After all, it represents an additional workload.
Be patient
We tend to say that SEO is a long-term strategy, yet customer expectations, even internally with your managers, may be different. It is, therefore, necessary to be patient because targeting a competitive keyword with a site recently put online can take a specific time to dislodge competitors positioned for months, even years on a targeted request.
It will be necessary, with all the patience in the world, to explain that it will be required to be patient before acquiring positions on highly valued keywords. In the meantime, it would be interesting to set up an attack/defense strategy using PPC, by purchasing keywords on competitive terms and working on referencing on less competitive expressions while waiting for the procedure is taking shape.
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