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What Does an SEO Do In Their Day-to-Day Work - Whiteboard Friday Posted on: Friday 27 March 2015 — 01:16 Posted by randfish There's a common misconception that SEO is a "one and done" task -- that you clean up and optimize a site, and once that's done, you can focus your efforts elsewhere. There's so much more to the day-to-day work of an SEO, though, and in today's Whiteboard Friday, Rand walks us through those ongoing parts of the job.
For reference, here's a still of this week's whiteboard! Video TranscriptionHowdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week I want to tackle a question I get sometimes about the day-to-day activities of an SEO and what should you do after you've completed that first site audit, sort of fixed the problems, what does the day-to-day work look like? A lot of SEOs, especially those coming from consulting backgrounds or who've joined companies as in-house SEOs who've had kind of this big project based SEO work to do, find themselves struggling after that's done. Typically, that process is pretty straightforward. You kind of do an audit. You look at all the things on the site. You figure out what's wrong, what's missing, where are opportunities that we could execute on. Maybe you do some competitive analysis, some market analysis. You identify those fixes. You work with teams to make those changes, validate the results have been completed, and then you're sort of in this, "Well, do I go back and audit again and try to iterate and improve again?" That doesn't feel quite right, but it also doesn't necessarily feel quite right to go to the very, very old-school SEO model of like, "All right, we've got these keywords we're trying to rank for. Let's optimize our content, get some links, check our rankings for them, and then try to rinse and repeat and keep improving." This model's pretty broken I'd say and just not reflective of the reality of opportunities that are in SEO or the reality of the tactics that work today. So the way that I like to think about this is the SEO audit, an SEO focused audit -- which is trying to say, "What traffic could we get? What's missing? What's broken and wrong?" -- only works at the low level and the very tactical trenches of a marketing process or a business process. What you really need to do is you want to be more incrementally based, but you need to be informed by and you need to be evolving your tactics and your work based on what is the business need right now. So this process is about saying, "What are the top level company and marketing goals overall? For everyone in the company, what are we trying to accomplish this year, this quarter, the next three year plan? What are we trying to achieve?" Then figure out areas where SEO can best contribute to that work, and then from there you're creating tactical lists of projects that maybe you're going to positively move the right needles, the ones that you've identified, and then you're going to evaluate and prioritize which ones you want to implement first, second, and third in what order, and test implement those. So, hey we've figured out that we think that a new blog section for this particular piece of content, or we think that getting some user generated content, building up some community around this section would be terrific, or we think outreach to these kinds of publications or building up our social stats in these worlds will expose us to the right people who can earn us the amplification we'll need to rank better, etc., etc. Okay, this is a fine process, and you're going to want to do this, I would say, at least annually and maybe even think about it quarterly. All this work is essentially centered on a customer profile universe, a universe of people. I've got my person X, Y, and Z here, but your customer universe may involve many different personas. It may involve just one type of person you're targeting that you're always trying to reach over and over again, but it probably involves also the people who influence that direct subsection of your market. From there, you can take the, "Hey, you know what, person Z is really interested in and consumes and searches for these types of content topics and these kinds of keywords, so we're going to start by taking keyword set A or content set A and figure out our keyword list and our content list. We're going to create, launch, and promote work that supports that." It could be content pieces, could be video, could be some combination of those things in social media, all forms of content. It could be tools, whatever you want, an application. We're going to launch that, promote it, and then work on some amplification, and then we're going to measure and learn, which is a critical part of that process. I want to not only see what are my results, but what can I learn from what we just did and hopefully I'll get better and better at iterating on this process. This process will work iteratively, kind of similar to our broken process over here or to our site audit process there. It will work iteratively, and then every now and then you should pop back up and go, "Hey, you know what, I feel like we've exhausted the easiest 80% of value that we're going to get from 20% of the work on keyword set A. Let's move on and go visit keyword set B now, and then let's go visit content set C." Occasionally, you're even going to want to move one step up and say, "Hey, you know what, maybe our personas or our market is changing a little bit. We want to try targeting some new customers. We're going to look at these folks over here or this guy over here and see if we can reach them and their influencers with new kinds of content and topics and keywords, and that sort of thing." If your site is rocking and rolling, if you've completed your audit, things are just smooth sailing, then this kind of a process is going to work much better, so long as it's tied to real business objectives. Then when you achieve results here, you can point back to, "Hey, remember I told you these are the areas SEO can contribute to our overall goals, and now I can connect these up directly. The metrics that I get from all this SEO stuff can tie directly to those areas, can tie directly to the business goals." Everyone from the CEO on down is going to love what you're doing for the company. All right everyone, I hope you'll join me again next week for another edition of Whiteboard Friday. Take care. Video transcription by Speechpad.com Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! |
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Fast growth comes from overwhelming the smallest possible audience with a product or service that so delights that they insist that their friends and colleagues use it. And hypergrowth is a version of the same thing, except those friends and colleagues quickly become even bigger fans, and tell even more people.
Often, we get sidetracked when we forget about "smallest possible." If you make the audience you're initially serving too big, you will dilute the very thing you set out to make, avoid critical mass, and compromise the magic of what you're building. You'll make average stuff for average people instead of something powerful for the few.
By "smallest possible" I don't mean, "too small." I mean the smallest number that eventually leads to the kernel of conversation that enables you to grow.
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Mish's Global Economic Trend Analysis |
For Robots Only: Amazon Sponsored Contest; Soft Fingers Needed Posted: 26 Mar 2015 01:12 PM PDT Amazon is sponsoring a robot warehouse automation contest to see who can pack the most boxes in the least amount of time without dropping any packages or crushing anything delicate such as cookies. In the contest, in which human workers are not eligible to apply, the robots will have to work without any remote guidance from their creators. Please consider the MIT Technology Review, Amazon Robot Contest May Accelerate Warehouse Automation. Packets of Oreos, boxes of crayons, and squeaky dog toys will test the limits of robot vision and manipulation in a competition this May. Amazon is organizing the event to spur the development of more nimble-fingered product-packing machines.The preceding MIT review describes the 2015 ICRA Contest May 26-30 in Seattle. 2014 Participant Video The above video shows the 2014 University of Colorado Amazon Picking Entry. The Baxter robot actually seems a bit clumsy because grasping and packing random objects is not a precisely repetitive action. The University of Colorado video gets interesting towards the end, highlighting advancements in "soft fingers" and human-like skin. Meet Baxter I discussed Baxter on January 22, 2013 in Meet "Baxter" the Robot Out to Get Your Minimum-Wage, No Benefits, Part-Time Job, Because He's Still Much Cheaper; Fed Cannot Win a Fight Against Robots. Soft Fingers Needed ![]() Soft fingers and better motions are needed to win the 2015 contest, and they are coming (image from the University of Colorado video). Anything that can be automated, will. The higher the minimum wage and the lower the interest rate, the more incentive companies have to replace humans with hardware and software robots. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
Damn the Reports, Full Speed Ahead; Recession Overdue; Good Time to Normalize Rates? Posted: 26 Mar 2015 11:58 AM PDT Here's one for the I'll believe it when I see it category: Fed Officials say Rate Hike Plan Intact Despite Weak U.S. Data. In separate events in Frankfurt and Detroit, St. Louis Fed President James Bullard and Atlanta Fed President Dennis Lockhart said U.S. monetary policy might need to be adjusted in light of the economy's steady improvement since the 2007-2009 financial crisis.Totally Clueless In simple terms, Lockhart may as well have said that he is "totally clueless." We are going on 7 years of economic expansion. The San Francisco Fed has an interesting report on the Duration and Timing of Recessions. NBER records show that, over the period from the mid-1940s until 2007, the average recession lasted 10 months, while the average expansion lasted 57 months, giving us an average business cycle of 67 months or about 5 years and seven months. However, there has been considerable variation in the length of business cycle expansions and contractions in the past.Recession Overdue Statistically speaking, a recession is overdue although there is wide variance in both the length of recessions and recoveries. Yet, there is very little reason to believe weak report after weak report is "transitory". The idea "we're still on a solid track," is downright ludicrous. Good Time to Normalize Rates? Is this a good time to normalize rates? Let's answer it this way: It's better than a month from now but not as good as two years ago. In fact, for the second time, rates never should have gotten as low as they did for as long as they did. The Fed has sponsored three asset bubbles in recent history, each of increasing amplitude. Three Major Bubbles
Bubble number three is still expanding. Few admit that it's a bubble, simply because it hasn't popped yet. If the Fed does hike (which is doubtful because Yellen is calling the shots, not Bullard or Lockhart), most will point a finger and say the "Fed caused a needless recession". Nothing could be further from the truth. By blowing yet another asset bubble, the Fed guaranteed another hugely destructive asset deflation bust. Why hike? The reason to hike is the bigger the bubble, the bigger the bust, something the Fed should have thought about in advance but didn't, and never does. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
Jobs and Employment: How Much Recession Warning Can One Expect? Posted: 26 Mar 2015 12:17 AM PDT Watching the Wrong Things Many market watchers have their eye on jobs and the unemployment rate as the determinant of when the Fed will hike. Let's investigate the wisdom of that approach with actual data. I downloaded seasonally adjusted employment and jobs data for the last five recessions from the BLS. Because the recessions start in different months, use of seasonally adjusted data is mandatory for this exercise. My focus is on jobs and employment in the period three months prior to the recession to three months after the recession. I used the National Bureau of Economic Research (NBER) report on US Business Cycle Expansions and Contractions as the official arbiter as to when recessions begin. Jobs are from the Establishment Survey. Employment is from the Household Survey. Results are similar. Recessions vs. Employment (in Thousands)
Recessions vs. Jobs (in Thousands)
How Much Warning Can One Expect? The answer is clearly none. In the previous five recessions, jobs peaked two months after the start of the recession once, one month later once, one month prior twice, and once during the recession month. In the previous five recessions, employment peaked one month after the start of the recession twice, one month prior twice, and once during the recession month. The NBER says the last US recession started in December of 2007 and lasted until June of 2009. Let's take a closer look at stats from that recession. 2007-2009 Recession Stats
In the last recession, jobs and employment did not provide a clear signal for months. Negative Data Pours In With the exceptions of jobs, most other data has been negative.
Economists keep watching jobs, a lagging indicator, somehow convinced that jobs tell the story of what the Fed is about to do. Such a focus is complete silliness. When it's clear that jobs have turned, the economy will likely be in recession. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
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Man Reunites With Nurse That Changed His Life 40 Years Later Posted: 26 Mar 2015 11:33 AM PDT Gary Bentley reunited with a nurse that changed his life at Vulcan Park Sunday afternoon. When he was a kid he had open heart surgery and he always remembered Nurse Kathy for being so nice to him during his hospital stay. He spent a lot of time trying to track her down and 40 years later he found a way to express his gratitude. |
10 Dirty Hotel Secrets That The Owners Don't Want You To Know Posted: 26 Mar 2015 11:27 AM PDT |
Obama Forgets To Salute Marine, See What Happens After That! [Video] Posted: 26 Mar 2015 10:38 AM PDT |
The Top 15 Most Dangerous Neighborhoods In The United States Posted: 26 Mar 2015 10:16 AM PDT If you're planning to move to the United States of America make sure to stay as far away from these neighborhoods as possible. 15. Baltimore, MD (E Oliver St / N Broadway) 1 in 12 chance of becoming a victim ![]() 14. Oklahoma City, OK (NE 36th St / N Martin Luther King Ave) 1 in 12 chance of becoming a victim ![]() 13. East St. Louis, IL (Caseyville Ave / N Park Dr) 1 in 12 chance of becoming a victim ![]() 12. New Orleans, LA (Marais St) 1 in 12 chance of becoming a victim ![]() 11. Detroit, MI (W Jeffries Fwy / Seebaldt St) 1 in 12 chance of becoming a victim ![]() 10. Camden, NJ (Whitman Park) 1 in 12 chance of becoming a victim ![]() 9. Detroit, MI (Broadstreet Ave / Cortland St) 1 in 12 chance of becoming a victim ![]() 8. Detroit, MI (Wyoming St / Orangelawn St) 1 in 12 chance of becoming a victim ![]() 7. Rochester, NY (Orange St / W Broad St) 1 in 11 chance of becoming a victim ![]() 6. Memphis, TN (Chelsea Ave / N Claybrook St) 1 in 11 chance of becoming a victim ![]() 5. Rockford, IL (7th St / E Jefferson St) 1 in 11chance of becoming a victim ![]() 4. Saginaw, MI (E Holland Ave / E Genesee Ave) 1 in 11 chance of becoming a victim ![]() 3. Atlanta, GA (Mcdaniel St SW / Mary St SW) 1 in 10 chance of becoming a victim ![]() 2. Jackson, TN (James Buchanan Dr / 1st St) 1 in 10 chance of becoming a victim ![]() 1. East St. Louis, IL (City Center) 1 in 10 chance of becoming a victim ![]() |
Farmer And His Son Build Transformers From Scrap Metal in China Posted: 25 Mar 2015 08:19 PM PDT |
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