ashing enterprise SEO powers: The four pillars of SEO success

In 2017, I created a four-part structure for SEO teams and strategies. This system was featured in several publications, and reviewed by Matt Bertram on ” The Best SEO Podcast“.

My leadership experience at companies such as Nordstrom, Groupon, and GitHub and my consulting work with diverse clients have helped me refine this approach that emphasizes effective communication, collaboration teamwork, harmonious synergy, and a positive attitude towards SEO.

This refined four-pillar strategy will help teams navigate the corporate landscape, paving the way for continued success in an ever-evolving SEO world.

Pillar 1: Mitigation- Leveraging the power of technical search engine optimization

This pillar is focused on technical SEO and error management. SEO managers spend a large portion of their time identifying problems after a project has been launched.

Working closely with project managers, engineering teams and product managers from the start can help the technical SEO team save money, time and effort.

Education ensures everyone can make informed choices and understands the SEO nuances.

Imagine yourself on a quest to conquer the digital world, where SEO is king.

We bravely crawl websites with our SEO superpowers to identify hidden issues that require immediate attention.

The technical SEO team will form alliances with the engineering teams to empower them with SEO expertise and make smart decisions, eliminating future fixes.

They tackle server errors and codes, and are able to optimize page speed.

From search to results, they aim to provide a seamless online experience.

Pillar 2 – Analysis and reporting: Unmasking SEO insights

The SEO team is responsible for presenting and calculating results.

It is important for companies to understand the impact of SEO on key performance indicators, such as traffic and revenues.

reporting is complicated due to the need to track keywords from Google organic searches.

In order to address this issue, a dedicated SEO team or expert can be assigned the task of reporting. This will allow them to collect data from Google Search Console, as well as other analytics reporting tools.

SEO teams and other stakeholders can identify successful strategies and areas for improvement by measuring and reporting SEO performance.

SEO analysis is our trusted sidekick. It guides our every move, with precision.

The SEO reporting team, armed with data’s transformative power, embarks on an enigmatic expedition.

They begin their journey by using Google Keyword Planner, or similar tools for keyword analysis. Here they uncover the latent potential of growth through the interplay between click-through rates and conversion rates.

This amalgamation allows them to discern and predict with incredible precision the impact of our SEO efforts.

Regular reports are their secret weapon. They allow stakeholders to compare their estimations with their actual results, and show their success.

The SEO team should set goals that are measurable for each fiscal year, every quarter and every month.

The SEO team is equipped with the tools to analyze and report, so they are confident in their quest for SEO glory.

Pillar 3: Growth. Igniting flames for SEO victory

This pillar is about determining SEO growth and managing SEO projects.

The team should not only report on and address existing SEO efforts, but also identify and correct any gaps and upward trends in search.

In SEO, a project manager (or a product manager) plays an important role in overseeing initiatives which have repercussions on significant parts of the site.

It can be as simple as overhauling the design and content of specific pages, or implementing an internal linking strategy that affects various aspects of a site. A SEO Product Manager who is effective will result in a substantial increase in revenue from SEO.

Here is where the SEO Super-Team unleashes their true power.

They uncover hidden opportunities through meticulous analysis that can serve as stepping-stones to victory.

The team will undertake daring projects to boost impressions, traffic (clicks), and revenue.

They are led to keywords that need content improvements and new keywords that want attention.

The SEO product manager works with other teams in order to take on the ever-changing SEO landscape.

They are unmatched in their ability to capture positions, click through rates and revenue.

The SEO team, with growth as its guiding star will emerge as the heroes of the digital world.

Pillar 4: Championing- Building strong relationships with SEO through communication

The last pillar focuses on promoting SEO to other teams and stakeholders.

SEO success is dependent on building relationships within the organization. Once initiated with the first three pillars and the team works well, the SEO team can focus on relationship-building.

The manager or director of the SEO team can do this, or each member of the SEO team.

It is important to get the support of engineering, creative, legal and public relations departments, as well as other areas, to implement SEO initiatives. This will lead to overall SEO growth and company expansion.

The pinnacle, where bonds and relationships are formed. The SEO dream team is able to rise above the competition by forming alliances with other teams.

The team is open in their communication, and they offer unwavering support. They understand that unity will lead to success.

The SEO lead (manager, or director) builds relationships with stakeholders, engineering, and leadership. This creates a harmonious environment.

These relationships help to boost the efficiency of your team and support SEO initiatives.

They spend more time collaborating with others, freed from the chains that bind them to constant persuasion.

Together they are an SEO dream team that is unstoppable!

In general, SEO has changed the way corporate structures view it.

Some companies are moving towards subject-matter experts (SME), or individual contributors (IC) roles in the engineering, content/creative and reporting teams. Then, they meet periodically to discuss SEO updates.

This new structure enables better revenue reporting, effective communication and project prioritization.

Both the companies as well as the entire industry benefit from the changes made to the corporate structure and visualisation of SEO.

By incorporating these four pillars into your SEO strategy, and adjusting them to the needs of your organization, you can build a strong team and a successful approach.

Adopting the four pillars for SEO success

The four pillars are the road map for SEO success.

Enterprise SEO teams can conquer new horizons through the power of analysis, mitigation, growth and relationship building.

SEO is no different. Just like superheroes who unite together to save the world, your team will unite in order to succeed.

The post Unleashing Enterprise SEO Superpowers: The Four Pillars for SEO Success first appeared on Search Engine Land.