A new story from Voices of Search by Searchmetrics


Acquisition if i needed to get access or acquire content content development. And then so. How do i get that content. On the site and then ultimately content optimization would be the last phase of initiatives around the content efforts to ensure that we had the right assets to bring an audience to the site. So moral of the story is what you're doing is you're taking the major goal of the organization that was handed down to you. Know the seo and starting to think about technical questions starting thing about content or any other major buckets that you generally think you need to create an initiative around yes so think about like bigger companies will spend a lot of time developing really sophisticated platforms around seo so things like testing environments. They'll be developing sometimes tools so like a lot of big companies will have their own tools to manage things like meta titles or site maps or other elements like linked blocks or link packs within a page. These are all additional areas. That can be key initiatives depending on where the company's trying to go on what the company's trying to do another area that often is overlooked. The initiative phase is the analytics reporting especially with small organizations. This is really overlooked a lot because everyone just expects that you know what's free is gonna continue being free but you never do actually measure what it is that you're getting in so i think that measurement like setting up the right reports and setting up. The right collection of data can often be a critical initiative for organizations as well. I think he missed one key component. Here people team resources. Ben is a great question around resources. The reality here is that initiative planning should be done without having the of resources resources is always the constraining denominator that determines whether initiatives going to proceed forward or not. Unless you work at google play at some really big wealthy companies. Yes but the reality is that you want to have the opportunity to think. really broadly. And really holistically about the initiatives and have some pretty big ones and audacious ones without sitting there going. Well we'll never be able to do that because we don't have enough resources because you're gonna get caught in this trap where you're going to do nothing because you're never gonna have any resources and so you're better off in this part of the planning process to start. With good initiatives really highlight them. Bring them to the forefront get leadership to see them and hear them and understand them before you get into the resource constraint. Part of the exercise last question for you and this is really kind of semantic. When you're putting your initiatives together you mentioned sort of setting expectations. But you don't have to think about resources yet. You're not down to that level you know. Hey i'll use the example of were creating a podcast media company and i say well. My initiative is to make that the world's biggest martic website and dear the things that we need to do that might not be realistic. So is their way that you can set a initiative and your strategic direction without boxing yourself into various specific results. Because you don't want to be setting yourself up for failure at the end of the year so the best. Seo's that i've worked with an honestly in many cases the best marketers and strategists. That i've worked with. They're already thinking ahead when it comes to the initiative planning so they're already determining that there are certain initiatives that are so critical so vital to that strategic goal that you've outlined to be the biggest mar tech site online the realities are certain elements that you want to be planning in and prioritizing in seeding early to ensure that the foundation is right that you've got the right continous it's you've got say certain critical steps in place so that you don't get distracted with initiatives that aren't actually going to help the company reach that difficult balance to strike sometimes where you want to have your be hag big hairy audacious goal but you also want to set something that is realistic so it seems achievable. So when you're breaking down that larger initiative into your tasks and the things that you're operating against on a daily basis you still have a clear sense of direction and that you're actually able to accomplish what you sat out in something that takes a little practice. Something that a seasoned. Seo's am general. Marketers can always work on and that wraps up this episode of the voices of search podcast. Thanks for listening to my conversation with jordan kuni as the strategist and advisor at search metrics. Join us again tomorrow. When jordan ni- continue our conversation by talking about how to set your seo goals we'd love to continue the conversation with you so if you're interested in contacting jordan you could find a link to his linked in profile in our show notes. You can contact him on. Twitter handle is jt. Kuni that's jt. Ko e. n. e. where he can visit his personal website. Which is jordan. Kuni dot com a special thanks to search metrics for sponsoring this podcast if you need help. Understanding how page experienced raking factors are impacting. Your website contact search metrics for a step by step guide to navigating the newly launched core web vitals and the laws will help you identify areas of focus for your website and they can even support you with ongoing audits for your audit could search metrics dot com slash c w v at search metrics dot com slash c w v and also a special thanks to conversion fanatics for sponsoring. This podcast. Look the biggest. Roi is always optimizing your own web traffic. Make the most of the prospects that are already coming to you so to get started today with conversion fanatics you can go to conversion fanatics dot com and get a free audit way optimization. Specialists will analyze your website. And give you over a dozen. Conversion boosting ideas for free get optimizing with conversion fanatics at conversion fanatics dot com. Just one more. Lincoln are shown on sidelights. Let's tell you about if you didn't have a chance to take notes while you were listening to this podcast head over to voices of search dot com where we have some resolve our episodes and contact information for our guests. Do you can also send us your topic. Suggestions your seo questions or you can apply to be a guest speaker on the voices of search podcast. Of course you can always reach out on. Social media are handle. His voices of search on twitter and my personal handle is benjy shop b. e. n. j. s. h. ap p. and if you haven't subscribed yet and you want a daily stream of seo content marketing insights in your podcast feed. We're gonna publish an episode every day during the workweek so hit the subscribe button on your podcast app and we'll be back in your feed tomorrow morning. All right. that's it for today but until next time remember. The answers are always in the data..

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