What Do SEO campaigns Actually Do?
Breakdown of what SEO does for your business
I offer 3 SEO campaigns and a specific website Audit service to catch issues most agencies and marketers miss.
SEO services that I offer:
- Local SEO
- Ecommerce SEO
- Content Focused SEO
This keeps the choices for you simple and I know my delivery for each offering inside out.
What does an SEO specialist actually do?
SEO is a beautiful meta-layer that we add to things. It’s a bit like ketchup: it can upgrade a meal but doesn’t do much by itself. As SEOs, we give recommendations to engineering, design, and content. The number of things we can do ourselves, without support from other teams, is small: change meta-data, update location-targeting in Search Console, maybe set some canonical tags it the CMS allows it.
Functionally, SEOs are consultants, whether they work in-house or as a freelancer or in an agency. At the same time, no other discipline except for Product Management is as horizontal as SEO. In fact, the list of responsibilities of Product Managers and SEOs is shockingly similar.
According to Sherif Mansour, Product Manager responsibilities include:
- Understanding and representing user needs.
- Monitoring the market and developing competitive analyses.
- Defining a vision for a product.
- Aligning stakeholders around the vision for the product.
- Prioritizing product features and capabilities.
- Creating a shared brain across larger teams to empower independent decision making.
Martin Eriksson describes product management to live at the intersection of tech, business, and UX. Sounds like SEOs! In fact, SEOs are the product managers of the Marketing world!
This brings me to SEO growth measurements and the new rules for organic growth.
The new rules of Organic Growth
Growth and SEO share many similarities, but more importantly, we can embrace Growth principles for better SEO.
Growing a product with weak or no Product-Market/Fit is an uphill battle. The same is true for SEO: strong products gain more organic backlinks, develop stronger brands, and content becomes easier to rank. You’re more less likely tofall into the content commodity trap. As SEOs, we should do our best to inform the product based on market research, i.e., problems users try to solve on search engines.
We should also aim to drive Brand traffic, referral traffic, and returning visitors up, next to non-brand traffic. All of these metrics are good outputs of brand mentions, links, and high-quality content.
SEO has developed a level of ambiguity similar to Growth. Google’s use of machine learning for NLU and NLP and its understanding of user needs on a query-level mean we can’t apply the same assumption to all sites.
The right mindset to thrive in this environment is a Growth mindset: testing, testing, testing, Systems thinking, and focusing on impact versus distraction. The Growth mindset is humble and impact-focused. “We don’t know if it works, so let’s test it and then make a statement about potential impact.” The idea of Zero-Based SEO is exactly that: forget your assumptions. Every tactic has to prove itself from scratch!
The goal of Growth is to develop self-reinforcing systems: loops! In the same fashion, if SEO is an impactful channel for a company, the goal has to be to scale it up. Aggregators and Integrators have different levers: Aggregators scale on technical SEO, Integrators on content marketing (playbooks).
Organic Growth is a set of methods, principles, and models that helps scale organic traffic generation in an ever changing environment.
Is “SEO” still an accurate description of what we do?
The tagline of my site is “web marketing mechanic”, and I often refer to what I do like a mix of web development, business operations, Paid advertising and SEO. All function aspects of a successful business when combined together. I've helped grown business by a mix of marketing and business operations before and I'll no doubt do it again and again for my client portfolio.
In today's market paid advertising and SEO are required to compete online. They require integration into business marketing and can still produce big results. True revenue growth comes from marketing but must be integrated by a framework that allows each tactic to function as an acquisition lever for the growth of the business.
Is SEO still an accurate description?
I say “yes”. My goal is not to come up with another buzzword or coin a new term. It’s much more to show how the role of SEOs has changed over time. We must also consider that more people understand what SEO is and what SEOs do. Introducing a new term and new roles would set SEO back because it creates mental friction from having to understand goals and responsibilities. The SEO job market is hotter than it’s ever been. We shouldn’t cut that momentum off with a new term.
Will my SEO campaigns help your business?
I say yes for most industries. I will require a discovery call where I can assess your problems and expectations with working with me. I have a cap for how many businesses I work with and in some cases we may not be a good match. I always try to educate when I work with businesses so that they understand why I am doing something and what the output will be.
If you have an expectation that you will get leads in the next 24-48hours I cant agree with you that I am a good fit. SEO takes time to kick in, when it has kicked in the results last for a long time.
Paid advertising on the other hand can get leads and sales in 48hours of going live.
What I ask for to make the campaign work is a clear briefing about the business, your goals, what you have tried before and what you are doing now. Establishing a baseline to work from helps me know where my time needs to be spent to get the best results.
That said if you like what you are hearing reach out and make an enquiry. We might be a great fit for each other.