Whether you’re looking to grow your business or simply maintain your current level of visibility and sales, it’s important to remember that search engine optimization is not a “one and done” proposition. There are several tasks that are critical to the effectiveness of your SEO project if you want to remain competitive in a natural search. Remember that losing your ranking, experiencing a drop-off in Instagram followers, and even decreasing your clicks can have a devastating effect on your sales over time and a lasting effect on your ability to thrive.
Here we’ve listed five critical SEO tasks that you should conduct at least monthly in order to ensure that you keep a competitive edge.
Monitor the overall health of your site.
Always be on the lookout for broken, new, or missing URLs. You can use Screaming Frog SEO Spider as a website crawler. It allows you to gather key elements to analyze and audit your technical and onsite SEO, as well as provide you with a complete report on your metadata. Title pages, meta descriptions, headings, and other tags can be analyzed to see if they are too long, too short, missing, or duplicated across your site. Screaming Frog also allows you to find temporary and permanent redirects and ensure that the URL is redirecting as it should. It can also identify redirect chains and loops and view any URLs that may be blocked by robots.txt, meta robots or X-robots. You can use Screaming Frog SEO Speaker to visualize the site architecture and evaluate the internal linking that you have set up on your site. Integrated with the Google Analytics API, you can learn more about your users, including sessions, bounce rate, goals, conversations, and transactions and revenue for landing pages.
Compare your performance against your goals.
It’s important to start by looking at your traffic trends. Google Analytics can allow you to check which of your site pages had the biggest changes in traffic for the month, regardless of whether they show improvement or decline. While some changes can be attributed to a spike in searches for a particular topic you’re engaging in, it may also be due to another site linking to your page. Look at the new sites sending your visits, especially the top referring sites, and ensure they are high-quality links you wish your brand to be associated with, and consider whether or not your team can work with personnel at the referring sites over the long term to improve authority. Then use Google Analytic Goals to measure how well your site is performing against the metrics you set. Make changes, as needed, to improve your goal outcomes.
Evaluate past optimization performance.
It’s important to closely monitor any search engine optimizations you have previously made. Whether you are relying on an in-house marketing team or have enlisted the services of digital marketing leaders, it’s critical that you tailor SEO strategies to what it is your business goals and objectives, as well as your company’s monetary budget. Because there is an overlap between SEO, Pay-per-click, social media, and other digital marketing strategies, you will want to coordinate your SEO advertising and marketing campaign. This means you will need to check cross-channel performance to ensure that your various social media and marketing channels are positively affecting your site’s traffic and overall performance.
Monitor your competitors.
While your own sites, social media accounts, and SEO efforts matter, it’s important to use a tool like SEMrush to check for keyword competitors. Look at how other sites who are attempting to rank using the same keywords that you do are performing. Pay particular attention to what they are doing well, as well as what you are doing better. SEMrush can provide you with information about how your social engagement and audience is changing over time, what posts are your best-performing ones, and a comparative analysis of your site and its performance when considering your competitors. It offers suggestions for gaining more organic traffic and using competitive intelligence to your advantage.
Plan for next month’s optimizations.
Once you’ve determined the pages that have the most potential to increase traffic and generate sales, plan your optimization strategy for the next month. Decide when you will launch and what you will do to monitor its success. Plan for the gathering of additional data and make a note to measure its performance. Be sure to modify your campaigns and promotions using the information you get about the search activity and online behaviors of your consumers.
What are some recurring SEO tasks that are on your “don’t skip” list? Feel free to comment below.