Issue # 16
December 27th, 2016
Hey lunch buddies. I hope everyone had a fantastic Christmas. For those (like me) who are working this week I hope it’s a week of buckling down and really kicking butt to end the year on a strong note.
I’m looking forward to 2017. I have a lot of professional and personal goals that I’m finalizing. If you haven’t yet, consider jotting down a few goals that you can hold yourself accountable for next year. Push yourself out of your comfort zone – you won’t regret it.
Happy new year in advance – please be safe and I’ll see you next Tuesday!
What You Must Know
Article: Google actively making Search Console data available more than 90 days.
Everyone loves Google Search Console (webmaster tools) but we’ve all loathed the limit of 90-day search data. John Mueller stated that Google is actively looking to update the platform to display a full calendar years’ data.
This would be huge. The data we get through the search console is the most value we get since they removed keyword data from GA.
If you aren’t already, its highly suggested that you continue to pull the 90-day data available in search console and export it. This way you can continue to maintain a comprehensive list of data after its been removed from search console.
SEO Tips & Advice
Search Engine Land posted an article outlining reasons why businesses fear SEO. While many of the fears are understandable, there are things the business owners can do to protect themselves and to alleviate their fears. As an agency side SEO team, my colleagues and I see many of accounts succeed as well as some that struggle for various reasons. Below are 3 common issues that should be thought through before engaging in an SEO campaign.
KPI (Key Performance Indicators)
how will you define success. Everyone wants to make money but a good SEO team will explain that legit SEO takes time and that there are micro-conversions worth tracking to see success trends (prior to the $$ rolling in).
Understanding your budget and ROI
Too many businesses will rely on the SEO agency to determine the fees and the company will decide if it makes sense to move forward. Before you sign any paperwork make sure you discuss the ROI on your investment.
Forecasting SEO is a difficult task but if you can provide life time value (LTV) of a customer, site conversion rates, margin dollars (e-comm) and other site metrics the exercise can done.
A good SEO campaign will require work from both the business and the SEO consultants. While all strategies are a bit unique to the business, SEO typically consists of a technical, content and authority/outreach/PR.
It’s not too often companies can justify the cost to outsource all of the items above. However, SEO can’t always be successful with 2 of the 3 components. Make sure your SEO team is talking you about the whole strategy and that your team has a plan to tackle all three components.
Interesting Reads in Your Spare Time
- A new search results evaluation model – SEObyTheSea
- how breaking news impacts Google Featured Snippets – GSQi
- 6 SEO experiments to try in 2017 – SearchEngineWatch
- Use “Suggest an Edit” for local business listings – CalVisibilitySystem
- Digital Marketing and SEO predictions for 2017 – Moz