So you want to be an Seo, but dont know where to start? Want to learn the skills to be an professional seo expert?
Well listen up because even if you have these skills it doesnt mean you will be successful. At the bare minimum you need to know web programming languages like html and css. You need to understand web development and web protocols. These are the building blocks of this profession.
See this video by Josh Bachynski:
This guy is one of the premier thinkers of search engine optimization. He can deconstruct the google algorythim into pieces so that you can begin to learn the skill of ranking websites. To learn more about this check out this article by Casie Gillette on November 21, 2017
If you’ve been doing SEO for any length of time, you’ve undoubtedly experienced your fair share of failures. And in many cases, frustratingly, the SEO program itself was not the issue. While I’ve discussed meta topics such as management challenges, getting executive buy-in, and the need for flexibility in the past, I haven’t directly addressed the question, “What do you do if SEO isn’t your SEO problem?”
As search marketers, we work our tails off analyzing data, search results, client websites and more, with the goal of providing recommendations that will move the needle. Unfortunately, the best recommendations in the world don’t matter if they aren’t implemented — and therein lies one of the biggest challenges of SEO.
Let’s look at a few common obstacles that can hinder an SEO program’s progress and discuss how we can overcome them.
Just following up
We’ve all been there: You’ve sent one, two, three emails and still have heard nothing back. How can you possibly get anything done if the client won’t even answer your emails?
It’s not a simple solution. People are busy; they have other priorities, and it’s our job to ensure our clients understand the importance and value of the program.
If a contact goes silent, there are a few options we can try.
Pick up the phone
Your clients are busy people, and many of them probably receive dozens or even hundreds of emails per day. That’s a lot of messages to sort through! While it can be frustrating to not receive a response, it’s possible your contact has more important emails to get through.
Pick up the phone. It’s so simple, yet we often forgot to do it. In the age of technology, everyone is emailing and texting. Talking to someone can go a long way.
Use an email tracker
If your emails aren’t being responded to, maybe you are sending them at the wrong time of day. Even worse, maybe they aren’t even getting to your client’s inbox.
Tools like Yesware and Bananatag show you when a person opens your email, allowing you to see if your emails are being read — and giving you an opportunity to follow up quickly. Did your client just open the email? Send another one while it’s top of mind, or give them a quick call.
Go to the next person
Sometimes, the only option is to go a level up. I only like to use this as a last resort — we certainly don’t want to make anyone look bad, but at the end of the day, the program’s success is tied to our ability to make things happen.
I disagree with you
As a marketing consultant, you typically end up working directly with an organization’s internal marketing team — a marketing team with experienced professionals, brand knowledge and more often than not, a whole lot of opinions.
For agencies, the key to program success is getting buy-in from key decision-makers. The person in charge needs to ensure that their team approves and implements what you are recommending. However, in some cases, the boss will rely on his or her team to make those decisions. And that’s OK. A sign of a good leader is trusting one’s team.
Unfortunately, the team may not always agree with what you are recommending. Perhaps they’ve done it a different way in the past or don’t think it’s worth the effort. How do we change their minds?
Lay out your strategy
It’s no secret that there’s a lack of education in the SEO world, both inside and out. The result? More work on the front end. Instead of just providing a recommendation, make sure you discuss the why. What is the overall goal, and how is this suggestion going to help them get there?
Pick your battles
We provide a lot of recommendations. In many cases, we make recommendations that aren’t going to move the needle significantly but are best practices that will make the site better. Sure, we’d like these implemented — but sometimes it’s okay if they aren’t. We have to pick our battles.
Let’s take ALT text, for example. A few weeks ago, I had a client who disagreed with an ALT text recommendation my team had made. The client wanted to use something else, so they decided they weren’t going to implement our suggestion. And that’s OK — overall, it wasn’t a high-priority task.
In all likelihood, you won’t be able to implement every SEO recommendation you put forth — so be sure to save your fights for the ones that are really going to matter.
Run a test
For efforts that may require additional time and resources, it can be hard to get buy-in. Suggest running a test.
A few months ago, we provided recommendations to improve a client’s product pages. Unfortunately, the client didn’t want to spend the time and effort making the changes. Our suggestion? There’s a new product page launching, so why don’t we try the proposed improvements on that page and see how it performs?
The new page outperformed all the others — and as a result, the team is now ready to go back and revisit the rest of the product section.
Like most things in life, we want reassurances. If we can prove that our recommendations will get results, it makes it much easier to push for others down the line.