How to Grow an SEO Program for Your Business

Want to expand your SEO processes?

Are you ready to factor the ever-changing digital landscape into your growth plans?

Any marketer would agree that scaling in today’s digital age can be a complex challenge.

However, with a sophisticated, fine-tuned and strategic approach, you can seamlessly customize an enterprise-level SEO program.

On July 13th, I moderated a webinar with Wayne Cichanski, Vice President of Search and Website 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 full presentation, fill out the form.

1. Capture consumer demand

Understand what consumers and your audience are looking for.

1. Define your customer persona.
2. Identify consumer demand throughout the journey.
3. Discover what and how your audience searches for your products.

If you don’t have content that matches the user journey, they can’t get to your site based on the query they’re looking for.

You’ll want to create that content to keep that traffic.

How do you create content that your audience is looking for? Start collecting keyword data.

2. Collect keyword data

Take that journey data, that persona, that funnel link and apply that to your keyword research.

Keywords should be focused around the content.

[3 ways to approach keyword research & how Credello did it] Instant access to the webinar →

Group keyword data by like-minded intent

Map and group keywords by similar purpose. Then isolate and develop content that matches that intent.

One intent equals one content page.

For Credella these steps:

• They became the foundation for their content strategy across channels.
• Translated into brand guidelines and voice.
• It helped them map out the decision flow and user journey.

[Discover Credello’s approach to capturing demand] Instant access to the webinar →

3. Evaluate your competition

Learn the key metrics to identify the health of your competitors.

The keyword landscape you just identified will define your markets, products, or services throughout this entire funnel.

This market landscape becomes your base, your north.

Compare market power share

Compare these purposes with your web pages and find out what you have in the market, what is published and what is missing, such as a health check.

[See an example] Instant access to the webinar →

Recognize the strength of your competitor’s SEO program

Know where and what your competitors are doing.

• Market coverage.
• Share of Vote (SOV) Position.
• Content gap.
• The power of authority.

[Find out what each factor means] Instant access to the webinar →

4. Grow your content program

To fill important content gaps, you’ll need to know what you’re trying to achieve with your content.

This can be achieved by considering the following factors:

• The landscape.
• Published URLs.
• Matching purpose.
• Existing/new content.

[Dive deeper into each element and see how Credello did it] Instant access to the webinar →

5. Prioritize your efforts

Knowing what to do and when is crucial.

Start by combining tactics by effort and teams for concurrent workflows.

What a team tactic

Low effort/high impact tactics

• CMS site updates.
• Content changes.
• Updates to primary SEO attributes.
• Denial of negative authority.

A longer cycle tactic

• Net pages with new content.
• Infographic / 10x content.
• Changes to the template.

Sprint cycle tactics

• Page speed.
• Basic online vitals.
• Changes to the template.
• Global navigation.

6. Piggyback Sprinter Cycles

Sprint cycles allow you to adapt and progress.

Since sprint cycles are already planned, intended and targeted to a specific page, template or initiative, you just add SEO value to it.

Put your puzzle pieces into these sprint cycles at the template and page levels.

[See how Credello operationalized the program] Instant access to the webinar →

[Slides] How to Grow an SEO Program for Your Business

Here is the presentation:

Join us for the next webinar!

Getting Started with SEO: 10 Things Every SEO Strategy Needs to Succeed

Are you looking to start an SEO strategy for your business? Learn the ten things every SEO campaign needs to succeed.

---

Image credit

Featured Image: Paulo Bobita/Search Engine Journal