Summary of How do I know if my SEO is doing a good job? | Search Off the Record

Summary of Key Ideas and Lessons

The podcast episode titled "How do I know if my SEO is doing a good job?" features a discussion among Lizzie, John, and Erica about assessing the effectiveness of SEO strategies and agencies. The main ideas and lessons conveyed include:

• Understanding SEO Performance:
  • SEO effectiveness is not always straightforward to measure, and there are many nuances involved.
  • Businesses should ask specific questions to gauge the performance of their SEO efforts.
• Initial Steps for Businesses:
  • Assess if SEO is necessary for your business by evaluating your online presence and traffic.
  • Small business owners, like a pizzeria owner mentioned, should consider SEO when they realize they could attract more customers through online searches.
• Knowledge and Research:
  • Business owners should have a basic understanding of SEO principles before hiring an agency.
  • Familiarity with SEO terminology can help in effective communication with SEO professionals.
• Onboarding Process:
  • A successful SEO relationship begins with a thorough onboarding process, where the SEO professional understands the business, its goals, and its limitations.
  • Tailored strategies rather than one-size-fits-all approaches are crucial for effective SEO.
• Communication and Reporting:
  • Regular communication and transparent reporting are essential to ensure both parties are aligned on goals and progress.
  • A good SEO professional should proactively communicate challenges and adjustments needed in the strategy.
• Evaluating SEO Agencies:
  • Look for agencies that prioritize understanding your business and offer realistic expectations rather than promises of quick fixes.
  • Be wary of agencies that provide generic reports without context or prioritization of tasks.
• Green Flags for SEO Performance:
  • Positive signs include proactive communication, realistic goal setting, and a willingness to educate clients about SEO processes.
  • An SEO professional who suggests focusing on other marketing channels when necessary is a good indicator of their understanding of the business landscape.

Methodology / Checklist for Assessing SEO Performance

• Initial Assessment:
  • Evaluate your website's visibility and traffic.
  • Understand your business goals and how SEO aligns with them.
• Onboarding:
  • Ensure the SEO professional conducts a thorough onboarding process.
  • Discuss business limitations, resources, and future plans.
• Communication:
  • Maintain regular communication with the SEO agency.
  • Expect proactive updates and transparency regarding challenges.
• Reporting:
  • Review reports that outline what was accomplished, what wasn't, and why.
  • Track agreed-upon metrics (e.g., organic traffic, keyword rankings).
• Evaluation of Results:
  • Assess if the SEO agency is meeting your expectations based on agreed metrics.
  • Engage in discussions about any discrepancies in expected versus actual results.

Speakers Featured

• Lizzie: Host of the podcast.
• John: Member of the Google Search Relations team.
• Erica Baron Gully: Head of Branded Content at Riverside and SEO expert with extensive experience in the field.

Notable Quotes

— 28:31 — « I tend to trust when an SEO comes and says you don't need that in SEO right now; your priorities should be elsewhere. »

— 29:51 — « An SEO that promises you to be the top one, I would be very, very, very skeptical there. »

— 33:11 — « It's not just the next client they onboard; it's their reputation at stake. »

— 34:06 — « Be very critical with SEO right don't just go for the fancy numbers, projections, terms and be especially cautious when people come to you with out of context graphs of successful SEO. »

— 34:41 — « Look at SEO from the angle of communication. Are you happy with how your SEO communicates with you? Are they proactive? Are they flexible? »

Category

Educational

Video