SEO processes are the backbone of a successful online strategy. But how do you develop, implement, and refine these processes to maximize results? This week’s #SEOCHAT discussion delved into the intricacies of SEO processes, with experts sharing their valuable insights and experiences.

Understanding the Value of SEO Processes

The conversation kicks off with Travis pointing out that while SEO processes can be replicated and scaled, they require careful planning and execution. Creating templates is the answer to streamlining these processes, making them more efficient for both agencies and in-house teams.

Our participants, including Blair MacGregor and Carrie Hill, highlight the flexibility of SEO processes. They emphasize the importance of tailoring processes to fit different communication styles and client needs, reinforcing the notion that SEO processes should evolve continuously.

Prioritizing and Documenting SEO Processes

When it comes to prioritizing SEO processes, Tess McKeever-Voecks suggests starting with factors like profit margins and business focus. The goal is to identify and streamline tasks that yield the most significant impact.

Participants like Andrew Prince underline the importance of establishing and documenting processes, particularly in small, remote teams. For them, repeatable processes should be templated, while new processes should be the exception rather than the norm.

Refining Your SEO Processes

The conversation takes an interesting turn as Travis describes SEO processes as “wet clay.” They should remain adaptable until they can no longer be improved. Input from service providers becomes crucial in shaping refined processes that can deliver predictable outcomes.

Making SEO Processes Accessible

Making SEO processes accessible and user-friendly is a common theme in this discussion. Sarah Fuller suggests scheduled training sessions and documented steps, while Tess McKeever-Voecks emphasizes the importance of making processes easy and regular.

The shared sentiment is clear: processes should be designed to be user-friendly, allowing team members to utilize them with confidence.

Impact on Profitability and Accountability

As the discussion draws to a close, participants share their success stories. Implementing refined SEO processes has helped clients increase profitability and team accountability. Templates and documented processes have become the keys to replicating success and reducing errors.

A1: They can be replicated & scaled. Heavier thinking & effort are required, so deliverables are slower moving. Few question 3mo in-depth social video creative processes. We question why it takes 2+ weeks to retrofit a site’s technical SEO. Templates are the answer.


-For agencies, it’s an internal process & not considered billable time. So often it gets shelved. -For in-house, it’s still often a resource drain, especially for smaller teams. AARs & documentation take time. And the people creating them have to be able to write well. #SEOChat

Blair MacGregor

A1. I think there is this myth that “processes” are not flexible. If the deliverable doesnt fit in the “box” you can’t do it. That’s untrue – process needs to evolve ALL THE TIME, & it should be flexible to accommodate different communication styles & client needs.

Carrie Hill

A1. It can be hectic for the first time as it will take effort and time to create processes in the first go, but it will definitely pay off well after the process is set up completely.

Rajeev Lekhwar

A2: I start with commonly used, highest profit/margin, biggest pain points, biz focus, and availability. These factors usually narrow down options and priorities pretty quickly!

Tess McKeever-Voecks

A2: Repeatable processes should be templated. Even if that’s duplicating a document & re-filling it in. New processes should be: A) The exception to the norm (and billed for accordingly) B) Added to the future “macro” process (and subsequently billed for accordingly).


A2. How often will a process be used? If it’s a one-off, don’t take the time. If it will be consistently used, then look to document & enforce. Things like keyword research process & audit templates can be standardized as long as it’s periodically revisited to improve.

Andrew Prince

A2: I work on a small, mostly remote team so having established processes is essential. We prioritize tasks that are consistently repeated. Then we’ll 1) ask if/how we can make them more efficient 2) test the proposed process 3) document, roll out, and enforce.

Sarah Fuller

A3: Processes should be treated as “wet clay” until no new inputs improve them. Then you have a well-refined process (still wet clay) that commands a prices because of predictable outcomes. All inputs are welcome. Service providers are the filter for what’s accepted.


A3. I haven’t necessarily had a process for…creating processes. Generally, I document the steps I take to do a task or the info I wish I had when I did something. The most common process I create is an onboarding doc. Input for that comes from most recent hires.

Andrew Prince

As per (A2), prioritise by value/impact. For input – priority should be given to those that currently do the task(s), or have done so recently. Then it’s a matter of washing it through; testing and iteratively improving (in planned batches, with feedback).

Darth Autocrat

A4: scheduled demos and training sessions. Plus documented steps to refer back to. Though, I think if a process is not easy enough for people to begin utilizing semi-confidently after a demo, it probably needs to be re-evaluated!

Sarah Fuller

A4: The key to getting folks to utilize processes is making things easy and regular. Scheduled training sessions are key for this! Train before you roll out! I enjoy:


@loom, and

@Tango_HQ. I like to keep documentation with text, video, and visuals! #seochat

Tess McKeever-Voecks

A4: Most learning needs to be self-initiated. Created resources often become obsolete or incomplete before we can update. Processes are steady and trusted. Resources are plentiful and wild. Both should complement learning.


Process sheets/booklets (printed and digital), possibly little flow-videos. If it’s important/vital – some form of scoring and crediting, not only as a way to measure documentation/material success/influence, but incentivisation/gamification for staff

Darth Autocrat (Lyndon NA)

A4. Walk through or do it with them. With an onboarding doc, I use it on a direct report the first time. For something like a site launch checklist, I work with relevant parties for buy-in. If a process is documented well, it shouldn’t take much effort to implement.

Andrew Prince

A5: I’ve helped clients increase their profitability and utilization. In some cases, clients have been able to almost double their work load with the same team! In these cases, processes helped their team not only get standardized and organized but accountable!

Tess McKeever-Voecks

A5: Like so many learning adventures, it’s about shining a light down the path ahead. The more you can define, the better others can follow. Share templates, processes, failures & successes. Others will have an easier journey. Templates = keys to replicating success.


A5. Site launch checklists to get PM/dev/SEO on the same page for tasks and timelines. Onboarding docs at multiple companies. Transparency into team workload by having a centralized place to track. Clear meeting agendas or cancel the meetings.

Andrew Prince

Primarily – reduction in errors and increases in speed. People spend less time flitting between screens/applications, hunting through UIs/menu systems, entering data in to the wrong inputs (sometimes on the wrong documents) … all adds up over time.

Darth Autocrat

We’ve uncovered some valuable insights from industry experts. Travis emphasized the importance of templates and flexible processes, highlighting that SEO strategies should adapt to varying client needs. On the other hand, Andrew emphasized the significance of well-documented and efficient processes, a key factor for small, remote teams. Additionally, Tess stressed the value of templates and training sessions to facilitate the implementation of SEO processes effectively.

The key takeaway here is that processes are the backbone of a successful SEO strategy. When well-structured, they can lead to increased productivity and accountability, as Sarah pointed out. By streamlining your processes and sharing resources, you can pave the way for more efficient and error-free SEO endeavors, as mentioned by Darth Autocrat.

As you continue to refine your SEO processes, consider this: What processes can you prioritize to bring the most value to your work? How can you make your processes more flexible and adaptable to changing needs? These questions will guide you in developing an effective SEO strategy.

Now, take the insights from this discussion and apply them to your own SEO endeavors. Remember, SEO is not static; it’s an evolving landscape. Stay flexible, adapt your processes, and keep refining your strategy to achieve lasting success in the world of search engine optimization.

Feel free to share your thoughts and experiences in the comments below, and stay tuned for more valuable insights in our upcoming articles. Keep improving your SEO processes, and watch your digital presence grow.

Jeremy Rivera

Jeremy Rivera started in SEO in 2007, working at Advanced Access a hosting company for Realtors. He came up from the support department, where people kept asking "How do I rank in Google" and found in the process of answering that question an entire career. He became SEO product manager of, went "in-house" at Raven Tools in Nashville in 2013. He then worked at several agencies like Caddis, 2 The Top Design as an SEO manager and then launched a 5 year freelance SEO career. During that time he consulted for large enterprise sites like Smile Direct Club, Dr. Axe, HCA, Logan's Roadhouse and Captain D's while also helping literally hundreds of small business owners get found in search results. He has authored blog posts at Authority Labs, Raven Tools, Wix, Search Engine Land. He has been a speaker at many SEO conferences like Craft Content and been interviewed in numerous SEO focused podcasts.