To celebrate the #100KFollowers:
💥 10 Errors I've done as an SEO (I wish I had been warned of), & how to avoid them...
1. Saying yes to what looked as attractive SEO job/projects w/o validating well there was a fit for SEO, resulting in unsuccessful processes.
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💥 10 Errors I've done as an SEO (I wish I had been warned of), & how to avoid them...
1. Saying yes to what looked as attractive SEO job/projects w/o validating well there was a fit for SEO, resulting in unsuccessful processes.
...
...
Early in my career as an SEO, I accepted what looked to be "attractive" positions or projects just to later realize decision makers were not really invested in the project, there were little resources or no flexibility to execute, and ended up being in professional...
Early in my career as an SEO, I accepted what looked to be "attractive" positions or projects just to later realize decision makers were not really invested in the project, there were little resources or no flexibility to execute, and ended up being in professional...
... scenarios that were negative/stressful.
This is why it’s critical to not feel “pushed” to pitch/accept “any potential opportunity” coming your way: not every company is ready! Check first if there's fit with resources, flexibility, goals and context of the company.
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This is why it’s critical to not feel “pushed” to pitch/accept “any potential opportunity” coming your way: not every company is ready! Check first if there's fit with resources, flexibility, goals and context of the company.
...
.. and equally important: Set the right expectations with decision makers!
Resources and support from multiple areas will be needed. Time to achieve results will be needed. You'll set top-to-down business driven goals and will do forecasts *but* context change, SERPs update...
Resources and support from multiple areas will be needed. Time to achieve results will be needed. You'll set top-to-down business driven goals and will do forecasts *but* context change, SERPs update...
... competitors can release new stuff, etc. so you *can't* guarantee results. They should expect you to review/test and optimize/expand/refine efforts based on evolution, to maximize chances of success. It's part of the SEO process. Expectations should be set around this.
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2. Putting too much focus on SEO areas that were not optimal but “wouldn't move the needle” anyway for the goals that actually mattered for the process!
Especially at the start I wanted everything to be perfectly optimized, and everything to be implemented.
However...
2. Putting too much focus on SEO areas that were not optimal but “wouldn't move the needle” anyway for the goals that actually mattered for the process!
Especially at the start I wanted everything to be perfectly optimized, and everything to be implemented.
However...
... a) you're hired to achieve some goals in a cost effective way, so you need to prioritize b) if everything is important, then nothing really is c) things will never be perfect ... You need to learn to prioritize based on effort/impact for cost-effectiveness 👇
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3. Waiting too long to deliver the “perfect, comprehensive, absolute and super long” SEO recommendations document that would take way too long to deliver, when half of them wouldn’t be implemented nor move the needle anyway!
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3. Waiting too long to deliver the “perfect, comprehensive, absolute and super long” SEO recommendations document that would take way too long to deliver, when half of them wouldn’t be implemented nor move the needle anyway!
....
... This is why:
a) We should focus on presenting solution driven and prioritized SEO recommendations that will actually have an impact.
Here's a Google Slides Template to help: docs.google.com/presentation/d…
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a) We should focus on presenting solution driven and prioritized SEO recommendations that will actually have an impact.
Here's a Google Slides Template to help: docs.google.com/presentation/d…
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..
b) I also develop a "parallel low hanging fruit" assessment to identify quick wins that can be implemented early in the process and be used to gain support and show impact without having to wait so long.
See this presentation about the topic: slideshare.net/aleydasolis/se…
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b) I also develop a "parallel low hanging fruit" assessment to identify quick wins that can be implemented early in the process and be used to gain support and show impact without having to wait so long.
See this presentation about the topic: slideshare.net/aleydasolis/se…
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4. Fixing vs. building: Putting too much focus on fixing stuff for an optimized base instead of blending it to also build stuff that would take your results to the next level and compete in new/different areas.
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4. Fixing vs. building: Putting too much focus on fixing stuff for an optimized base instead of blending it to also build stuff that would take your results to the next level and compete in new/different areas.
....
... ask yourself:
Up to what point is the tech/content debt holding you back? Up to which point you need to create new areas/pages/functionalities/etc. (needing tech/content/promotion resources) to target more/new queries to achieve goals & be the best answer for them?
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Up to what point is the tech/content debt holding you back? Up to which point you need to create new areas/pages/functionalities/etc. (needing tech/content/promotion resources) to target more/new queries to achieve goals & be the best answer for them?
...
... This is why is key to have a strategical approach and see ourselves as "problem solvers" / "goals achievers", rather than "I do tech|content|links|etc. optimization" in silos, to identify what actually matters and is needed for goals achievement... and make it happen.
5. Not being able to get buy-in from decision makers.
I couldn't connect with what they cared about: Business goals/profits, and *easily* explain in non-tech terms how SEO could help achieve them in a cost-effective way.
Establish "top-to-down" SEO goals for this!
...
I couldn't connect with what they cared about: Business goals/profits, and *easily* explain in non-tech terms how SEO could help achieve them in a cost-effective way.
Establish "top-to-down" SEO goals for this!
...
... 6. Not aligning the SEO Process with interests/efforts already in place in other organization areas that would have highly help to get needed buy-in and accelerate execution... especially if it's multidisciplinary, to *build* new stuff.
This is why we need to understand...
This is why we need to understand...
... how SEO fits with other growth/marketing efforts to attract users/customers to the product, and how these align with other key areas of the product triangle: those affecting profitability/business and functionality/usefulness.
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... This is also why we need to learn to communicate our goals with other areas/departments, identifying opportunities to "align" them as these are also of their own interests many times.
You can create excellent cooperation w/ areas like UX to make things happen!
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You can create excellent cooperation w/ areas like UX to make things happen!
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... 7. Being reactive rather than proactive, to tackle the actual cause of common/continuous SEO errors.
Minimize the time spent chasing/tackling issues to have room/resources to build! It's then fundamental to create an "SEO health/quality" framework that helps to avoid them..
Minimize the time spent chasing/tackling issues to have room/resources to build! It's then fundamental to create an "SEO health/quality" framework that helps to avoid them..
... and if they still end up happening, you will have an established workflow, ideally automated whenever possible, to quickly identify the issues before they have a negative effect, and you can learn/integrate them in workflow next to avoid happening again.
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...This framework involves:
* SEO Education: to stakeholders involved in implementation
* SEO Validation: Both manual and automated workflows
* SEO Monitoring: Of those areas/KPIs at different levels that matter
while making sure to take into account "what-ifs" scenarios!
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* SEO Education: to stakeholders involved in implementation
* SEO Validation: Both manual and automated workflows
* SEO Monitoring: Of those areas/KPIs at different levels that matter
while making sure to take into account "what-ifs" scenarios!
...
...
8. Being afraid to change efforts priorities when context changed or results were not as expected.
Goals change, context change, competitors also advance. The SEO process is long-term and continuos, and sometimes efforts don't pay off as expected due to <many reasons>
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8. Being afraid to change efforts priorities when context changed or results were not as expected.
Goals change, context change, competitors also advance. The SEO process is long-term and continuos, and sometimes efforts don't pay off as expected due to <many reasons>
..
...It's ok and expected to review our advancement vs. expected goals and re-prioritize efforts, refining/expanding as needed based on what we achieve/identify.
SEO is an iterative/incremental effort. Your goals should be "smarter". Your priorities should change over time.
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SEO is an iterative/incremental effort. Your goals should be "smarter". Your priorities should change over time.
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9. Not clearly communicating and documenting early and often enough to relevant stakeholders and decision makers, especially when things are not going as expected, in a language they understand, showing how it impacts goals they actually care about, and...
9. Not clearly communicating and documenting early and often enough to relevant stakeholders and decision makers, especially when things are not going as expected, in a language they understand, showing how it impacts goals they actually care about, and...
... what is needed to change the situation (be solutions focused)! Be always proactive in the communication and never "assume" stuff.
Remember "assumption is the mother of f*ups", and as a good problem solver, you want to avoid communication related ones too.
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Remember "assumption is the mother of f*ups", and as a good problem solver, you want to avoid communication related ones too.
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... 10. Worrying too much on the tech/methods to use, rather than focusing on achieving the goal itself, losing precious time and effort.
We're bombarded with new sophisticated tools/methods/automations/etc. that in many scenarios won't solve a meaningful problem for you...
We're bombarded with new sophisticated tools/methods/automations/etc. that in many scenarios won't solve a meaningful problem for you...
... feeling sometimes the pressure to use them, when sometimes it doesn't make sense for you maybe due to the context of your project, existing resources, goals, etc.
This doesn't mean we shouldn't care about new stuff, or be open to try new methods/tools...
This doesn't mean we shouldn't care about new stuff, or be open to try new methods/tools...
... I'm testing/trying/learning all the time.
However, we're paid to find the most cost effective way to achieve goals in the context we work, and there will be always many ways to achieve them, and you should choose the one that is most cost-effective...
However, we're paid to find the most cost effective way to achieve goals in the context we work, and there will be always many ways to achieve them, and you should choose the one that is most cost-effective...
... SEO is not a one trick pony, nor a one technology pony: Understand and choose to use one or another when they actually makes sense for you.
In many scenarios, it might not be the "most sophisticated" one, and as long as it achieves results, it's 😉 don't feel bad.
In many scenarios, it might not be the "most sophisticated" one, and as long as it achieves results, it's 😉 don't feel bad.
... and that's all for now! I hope you liked and learned from them.
If you have any questions or doubts, don't hesitate to ask! And if you want more SEO tips/resources, follow me over here in case you haven't, and subscribe to #SEOFOMO: seofomo.co 🙌
If you have any questions or doubts, don't hesitate to ask! And if you want more SEO tips/resources, follow me over here in case you haven't, and subscribe to #SEOFOMO: seofomo.co 🙌
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