1. Aim to be an all-rounder
Being an SEO or link builder exclusively is no longer enough. The Search landscape has changed (surprise!), and this time it has changed radically. A healthy mix of SEO, SEM, even PPC, Social and Analytics is the best recipe for success, both strategically and tactically.
2. Make friends with numbers
Number-driven decision making is becoming even more central to Digital marketing and some immediate challenges for Search specialists are replacing keyword data as a result of the 100% Not provided’ change implemented by Google recently, coordinating paid and organic search campaigns and tracking revenue per product/channel of investment to mention only a few. A healthy balance of quantitative/qualitative data in central to any successful decision making process.
3. Refresh your knowledge
For the last 12 years or so, SEOs have had it relatively easy, but the Panda, Penguin and Hummingbird updates have completely rewritten the SEO book. The luxury of relying on a relatively ‘safe’ algorithmic context is currently a thing of the past and keeping up to date with the concepts of Search is vital. Identifying reliable sources of information, which are very often maintained by the community of Search marketing professionals, is part of the everyday job, if you want to keep it…On SEO matters, I reference blogs such as State of Search and Search Engine land, but there are many others to add to the reading list. Reading regularly not only ensures efficiency, but also helps anticipate future changes in the Search realm.
4. Minimise Agency loss
Ensure communication, be it within the team or with internal stakeholders doesn’t get diluted by unnecessary extra steps such as emails or any other formalities when these can be avoided – talk to the relevant people! That way the message can be passed on more efficiently and only after that formal documents can help ‘set things in stone’ rather than the other way around.
5. Get the right balance of quantitative/qualitative data
Numbers are important – tracking, budgeting, acquisitions, return on investment, conversion – the list can go on, and it is essential numerical data is used to facilitate decision making. However, with SEO being a mixture of disciplines, from development to marketing, it is equally important to include qualitative analysis to complement numbers and then come up with the overall plan of actions.