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.
Q1. SEO deliverables are of course important, but the process to create them often is not scalable or repeatable. Why do most agencies/teams avoid processes?#SEOChat— Tess McKeever-Voecks (@voeckseo) October 26, 2023
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.travis
-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. #SEOChatBlair 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
Q2. Implementing new processes can be overwhelming. It’s best to choose a few processes to create and start there. What deliverable should/would you turn into a process first? What factors do you consider.#SEOChat. .— Tess McKeever-Voecks (@voeckseo) October 26, 2023
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).travis
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
Q3. Creating processes is…a process. How do you decide what the process is, and who has input in deciding what the process is.#SEOChat— Tess McKeever-Voecks (@voeckseo) October 26, 2023
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.travis
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
Q4. There’s a learning curve to everything. How do you implement and train your teams to use new processes? What tools and systems do you utilize?#SEOChat— Tess McKeever-Voecks (@voeckseo) October 26, 2023
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, andTess 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.travis
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 staffDarth 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
Q5. When it comes to creating processes, heavy work now makes work lighter later. Share what successes you’ve seen by implementing organization and processes into your day-to-day work.#SEOChat— Tess McKeever-Voecks (@voeckseo) October 26, 2023
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.travis
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.