We all love free traffic! SEO leads to revenues that go straight to the point. However, many companies do not have dedicated resources in SEO and a task for marketers, which have many means to worry, including paid search, electronic messaging, social networks, Display Advertising, affiliate marketing, etc.. Time is precious in this environment and should be carefully allocated.
To protect and develop the SEO traffic, devote a structured set of tasks comprising only 90 minutes per week can ensure that the SEO gets the attention it needs and the free traffic continues to grow. The key is to plan time, to subscribe to your calendar and orderly at all the tasks that I will present here.
With the help of free tools and just a little time, you can advance the SEO initiative.
Google Analytics – 15 minutes
Google Analytics is a great starting point for information on SEO. It's free, easy to use and provides powerful insight on how users arrive at your site and the actions they perform during their stay.
Monday morning, log into Google Analytics to check the trends in organic traffic. A weekly review of this data allows not only familiar with the overall health of your website, but also to quickly identify potential problems before they get worse. The first step is to navigate Google Analytics to see only organic traffic (Acquisition to all traffic channels to Organic to select "Landing Page" as "primary dimension").
This report contains valuable information on how users are accessing your site, including the identification of the most important landing pages. Proceed 15 minutes to check trends, patterns and changes in these key areas. In particular, Looking changes and the monthly rate of one week to the next. Dig into performance metrics at the page level. You should be able to identify pages that work well and others that could be targeted for optimization. If your company has conducted a targeted campaign or a major campaign, check the impact of these efforts on website traffic.
Another option to further streamline this step is to configure automated reports in Google Analytics. To do this, navigate to the page on organic traffic in Google Analytics and in the upper right corner of the page, click on the link “Share”. From there, you can configure weekly reports for a defined period. For example, it would be useful to have an overview of trends in organic traffic week after week and year after year.
These reports are a useful tool but should serve as a starting point. Google Analytics can seem overwhelming to someone who is not accustomed to using it. It is essential to connect every week so you can keep your skills current and to look for further information on SEO.
Google Search Console – 15 minutes
Google Search Console (formerly Webmaster Tools) is one of the best tools to determine how organic traffic ends up on your website. Visit the Search Analytics section (sous Search Traffic) to find out which keywords generate natural traffic to your site.
With this information, marketers can determine if their content is aligned to search intent and the content is classified for priority keywords. Identify five underperforming pages and determine whether optimizations may be made to the meta HTML tags (titres HTML, meta description) and content on the page to better align the page on the results of research and / or key phrases Priority.
In addition, you can identify the keywords that you want to perform better and look for ways to improve ranking with the development of new content or optimizing existing content.
Optimizations site – 15 minutes
Ensuite, it's time to make adjustments on site. By combining the identified landing pages in Google Analytics and information on keywords extracted from Webmaster, make the necessary changes to the content of your site or these pages. Register optimizations via Google Analytics annotations feature to monitor the SEO effects.
If marketers have a little over budget / or time, there are many SEO tools on the market that can help you optimize your site. For example, SEMrush analyzes your website and determines keyword opportunities can be translated into content marketing efforts. Seohriadr, an SEO monitoring tool, provides alerts when changes SEO elements (title tags, cross links, metadata, etc.). Screaming Frog can crawl your site and identify the serious errors and broken links. Other tools, like Moz or BuzzSumo, offer information that can inform other site optimizations. Take advantage of free trials or downloads to determine if a tool would make a difference on your website.
Google Alerts and HARO – 15 minutes
Until now, we mainly discussed the on-site SEO. The next two steps, for a total of about 30 minutes, concern offsite SEO: Creating links, brand mentions and dissemination. The two easiest tools to use are Google Alerts and Help program reporter (HARO).
It only takes a few minutes to set up Google Alerts for your brand name, and any other term or trademark owner, or the name of a key executive. After successful configuration, Google sends you an email any time when the term or phrase is mentioned on the Web. Check if a link to your website is included. If not, Contact publication, thank her for having mentioned, offer additional resources, if necessary, and indicate whether he is willing to add a link. This is a simple way to stay on top of the reputation of your brand and create proactive quality links.
HARO is a crowdsourcing tool used by journalists, the PR professionals and marketers. Journalists targeted queries seeking sources / or specific expertise. They briefly summarize the article and what they are looking for a potential source, and a deadline. Anyone meeting the criteria can answer. Some require a telephone interview, while others are by email only.
Configure e-mail once a day and scan them every day (you can even do a quick search with the CTRL function + F to search for key terms related to your business, such as health care, green technology or starting), to see if there are applicable to your business queries. / or expertise of the organization. If the reporter responds and finds that you bring value to their work, ask if the inclusion of a link to your company website can.
Sensitization to strengthen links – 15 minutes
The creation of quality links is a key aim of SEO offsite; a site contains more quality links, more your website is viewed by the search engines, search engines authoritative and trustworthy.
In addition to monitoring Google Alerts and HARO, identify a list of publications and / or reputable websites offering links opportunities. Every week, eliminate the list by writing to the publication. Introduce a guest blog contribution, share a relevant piece of content or participate in social media with the release via the page / the brand page or directly with publishers.
Communicating SEO – 15 minutes
The information from your SEO efforts can influence and guide other areas of your organization. Thus, share strengths in a weekly e-mail or a staff meeting. Colleagues PR, editors, social media and even sales can use the data to inform their strategies. For example, the content writers may use information about keywords to develop new blog articles or relevant landing pages. Or your PR team can have an existing relationship with a publication that could be exploited for an opportunity to create a link.
In addition, keep the secret of your SEO efforts – and explain the value – is an essential element of the success of your SEO. Websites have many contributors and even a small organization can have multiple people, even teams, simultaneously making changes to the website. It is imperative that marketers establishing and maintaining close relationships with all these people and processes to avoid any negative impact on SEO. More key staff knows and knows SEO, the better the long-term website.
In the world of business today, there are always urgent requests, endless meetings and emails. Seasoned marketers must make SEO a priority by committing to at least 90 minutes per week. Block it on your calendar and do not let anything steal the fly. Devote a portion of your week to SEO is like putting money in the bank; the results may not be immediately apparent, small but consistent efforts will bear fruit in the long term.