If you’re going to take the DIY SEO route or just want to monitor how your SEO company is doing, there are tasks that should be completed each month to ensure your website stays optimized and traffic continues to increase. As a follow up to our do-it-yourself seo article we have put together six monthly tasks, that as a small business, you should be doing each month to help manage SEO performance and tasks.
With any client website we always start with the crawl. A website crawl will provide an immediately up-to-date picture of what’s on your site and any SEO concerns that may be there. We use Screaming Frog SEO Spider and SEMrush for crawling websites.
Once you have crawled the website your report will provide you with a list of items that are not optimized for Google, or not SEO compliant. From this data you’ll want to create a prioritized list of items – not all items will have the same impact – and build a plan to address them.
The website crawl will also give you a list by URL that includes your metadata; such as title tags, meta descriptions, headings, canonical tags, robots tags, and more. Once you have a list of your current tags, you’ll want to analyze and refine your SEO tags where necessary.
Monitoring your competition can be a great place to find inspiration for new content or website functionality.
Analyzing competitive website data such as inbound links, publishing schedule, content types and topics, and which content is getting the most engagement can help you better understand what you’ll need to do to compete for priority keywords.
Task #3: Plan Your Next Content
Planning next months content is an important exercise that will help you organize and build your editorial and publishing calendar. Your content should include visual content, short form and long form content, as well as evergreen and timely content.
SEO Tip: Every day your customer service team – or any team member who engages with clients – has a wealth of data about what customers and prospects value or questions they have. Use that data and conversations to create new content on your website and optimize existing content.
Google has said many times that other people can’t hurt your rankings by link spamming your website – we don’t think this is the case for all businesses. We find that small businesses don’t usually have a large number of valuable links – which can offset most link spam – therefore they are at a higher risk of being the victims of this type of negative SEO.
Monitoring your inbound links can help you quickly identify and address any concerns before they become an issue. Get a report of the sites linking to your site (commonly known as your link profile) from Google Search Console, SEMrush, or Moz and look through it to identify low quality sites.
It’s natural to have a couple, but a mass of them could mean a past SEO effort gone bad or a negative SEO campaign from another source.
Once you identify low quality links, a disavowed file should be created and submitted to Google through their search console.
Task #5: Measure Performance
Based on your goals and key performance indicators, measure the performance of the natural search channel. At least once a month, have a look at the pages with the largest positive and negative traffic changes. A few success metrics to monitor each month include:
- Total Keywords Your Website Ranks For – Organic reach is a representation of almost all keywords ranking in the top 100 search results in Google.
- Organic Traffic – Traffic that comes from the organic search results due to keyword rankings.
- Referral Traffic – Referral traffic represents traffic that comes from other websites outside of the primary domain, or even sub domains on the primary domain.
- Social Traffic – Social traffic is a representation of traffic coming from social networks such as Twitter, Facebook, and LinkedIn.
- Direct Traffic – Direct traffic is usually a result of a marketing campaign, or brand awareness and value.
- Traffic By Website Section – this can be gathered from Google Analytics
- Traffic Year-over-Year – this can be gathered from Google Analytics
- Rankings for Priority Keywords – We like to use SEMRush for this
- Conversion Rate by Source – this can be gathered from Google Analytics
Task #6: Plan The Next Steps
Once you’ve completed steps 1-5, your next step is to plan and prioritize the SEO strategies for the next few months. This includes:
- Determining which pages have potential to increase in traffic and sales from natural search traffic.
- Planning who will optimize these new pages and when they will launch.
- Planning and prioritizing fixing any issues you’ve found with your SEO audit.
- Building your editorial and content calendar for new content sets.
- Determining the metrics you’ll use to measure these changes.
Yes, by now you’ve probably realized that SEO is not a quick fix, or a one-and-done strategy. If you need help with your monthly SEO management feel free to contact our CEO directly.
Thanks for reading "6 Monthly Tasks to Manage SEO Performance", by the Linchpin Team in Chicago, Raleigh, and Wake Forest.