TRAFFIC & STRATEGY
Understanding what tasks are needed and identifying the best people in your organisation to handle them is key to a successful strategy . Decide whether to rely solely on internal teams or engage an external agency for assistance . Consider if you are looking for long-term solutions or quick fixes to boost certain keyword rankings . These crucial questions will guide your SEO strategy effectively .
Building an integrated SEO ecosystem
Technical SEO is a crucial element , requiring a proactive approach where your extended SEO team incorporates SEO into the infrastructure workflow . Ensuring your website is easily navigable and indexable by search engines is vital . This involves optimising the code and building relevance directly into web page templates .
Local SEO is also essential for businesses operating in multiple regions . Continuously optimise and adapt to changes , such as making your site responsive for mobile devices and integrating schema markup for rich snippets .
Keywords remain central to SEO . Whether users are typing into Google or using voice devices like Alexa or Siri , everything starts with keywords . Monitor and analyse keyword performance and co-optimise paid and organic search efforts .
Education and collaboration
Education and structured learning within your organisation are crucial . Address resistance to SEO collaboration by developing an internal knowledge platform and providing role-specific training .
This expands knowledge , improves communication , and fosters better relationships between the central SEO team and extended teams . Crafting an effective and enduring SEO strategy requires building a robust , integrated ecosystem . This encompasses technology , education , keyword management , content creation , and continuous optimisation . Develop a centralised and scalable SEO framework , streamline core processes and integrate reporting and optimisation methods into your content and technical infrastructure workflow . By doing so , your website will remain crawlable , relevant , and adaptable to the ever-evolving digital landscape .
Key pillars
Each of these pillars contributes to building an integrated , resilient ecosystem that supports continuous optimisation and adaptability in the ever-evolving digital landscape .
1 . Managing the process A successful SEO strategy starts with the core values and quality of your central SEO team . This team is crucial to everything , as they can make or break your SEO progress . Excellence is a key quality they should embody , committing to the highest standards in everything they do , from deliverables to optimisation methods . Continuous improvement is vital , which includes staying on top of every change and update in search engine algorithms . Importantly , the team must be dedicated to achieving measurable results .
Expertise within the central SEO team is essential . For example , technical SEO skills are crucial . I joined Ladbrokes in 2005 as a web developer and transitioned to SEO , making it easier to understand and address technical requirements and issues . Content strategy , keyword research , and analytics are other critical areas of expertise for this team . Capability is also a core value , meaning the team must be adaptable , collaborative , and skilled in problem-solving and resource management .
The central SEO team should have a coordinated approach , handling responsibilities including :
● Standardised insourcing / outsourcing delivery
● Evangelising and educating business units , departments , stakeholders and geographies
● Maintaining consistent processes , reporting and optimisation methods
● Deploying best practices , standard metrics and tools
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