The ever-changing landscape of search engine optimization presents a unique puzzle for project managers and strategists alike. We are constantly challenged to adapt our process to align with algorithm updates, emerging competitors, and the influence of alternative mediums like social media. Google alone makes on average 1-2 algorithm updates every day and an inability to evolve leaves you dead in the water.
However, despite the variable nature of SEO, there are still foundational elements that must remain consistent to scale success in this industry. The key to continued success is adapting your process around these foundational elements rather than re-inventing the wheel with every change to the algorithm.
Foundational Elements Don’t Change
The foundational elements can best be described by answering “the what.” What needs to be done to drive lasting organic success? These processes are static and integral to accomplishing our goals.
For example, to increase traffic and conversions we must identify those search queries we believe give us the best opportunity to achieve this. We must ascertain who our target market is and how that audience interacts online to appropriately engage with them. We must understand the competitive landscape to prioritize our finite time and resources for the greatest ROI.
These processes are immune to algorithm updates simply because they are not optimization strategies in and of themselves! Rather, they convey what must take place and in what order so we can develop our strategies accordingly.
Variable Elements Must Adapt
The variable elements, on the other hand, are best described by answering “the how.” How do things need to be done to drive lasting organic success? This is where competitive advantage exists in SEO because it requires not only an understanding of ranking factors and the organic landscape, but also a qualitative ability to assess impact and adjust strategies based on available information.
Identify the relative impact of new content on your site performance to determine whether additional investment in content curation will drive increased rankings. Understand what interests your target market and develop promotional materials to serve their needs and generate links. Evaluate the impact of specific factors at the keyword level, such as anchor text distribution, to ensure the appropriate allocation of resources toward very specific goals.
The variable process elements will fluctuate from project to project but may vary from keyword theme to keyword theme within any one project, as well. This may be a result of increased competition or perceived user intent, but we as SEO strategists and project managers must be cognizant of this and willing to adjust as necessary.
Remember the Golden Rule
The golden rule of enduring SEO is simple: if you wouldn’t do it offline, don’t do it online. Google and other search engines are constantly striving to emulate human behavior and intent to determine the most relevant results from a seemingly infinite database. As such, these updates serve to improve search results by doing one of two things:
- Assigning greater value to legitimate quality signals, such as unique content or authoritative link references.
- Devaluing sites that employ unethical or illegal tactics to artificially inflate their quality signals.
Abandon the futile attempts to chase the algorithm and concentrate instead on building real, authentic value to your website. Create legitimate content that adds value to the end user. Engage with your audience on their terms and on their turf, be that via social media or even a self-hosted community forum. Develop initiatives that will grow your brand.
By establishing a strong foundation from the onset you will lay the groundwork for any SEO project, regardless or industry, audience, or competitive landscape. Once you’ve laid the groundwork you can be as flexible as you need to in order to acquire the rankings and traffic that will ultimately drive increased leads and revenue to the business. The secret to lasting SEO success is finding a balance between these complementary processes and the willingness to adapt accordingly.