SEO management is a set of tactics you use inside and outside your website to increase your visibility in search engine results.
Search engine algorithms and user preferences are always changing. That’s why sites need constant SEO maintenance.
SEO management is usually handled by in-house, agency or freelance SEO managers. Who is responsible for various SEO tasks, from keyword research to technical optimizations?
On-page SEO management involves taking actions on your web pages to help search algorithms better understand and rank your content.
Review your content regularly to ensure it is accurate, relevant and useful. This will increase the chances of having a good ranking.
For example, check past articles for outdated examples, statistics, and images. Or add useful, relevant ones if they don’t already exist. Consider rewriting or expanding articles that do not add value to readers.
If you need to find new ideas, you can use Topic Research. Just enter a broad topic related to your business to uncover a range of related ideas.
Internal links are links from one page on your website to another page on your website.
It is a way to transfer authority from page to page. This can help search engines understand your content and rank it more efficiently.
When you add new content, look for opportunities to link to it from your existing pages.
When you remove or update URLs, make sure you also update the internal links that point to it.
A great way to get more value from internal links is to perform an internal link audit. You can use Semrush’s Site Audit tool for this.
Start with the “bugs” (top priority problems) and try to fix them. Then move on to “Alerts” and “Notifications”.
For example, you may need to replace broken internal links with live links. Or add internal links to orphaned pages (i.e. pages that do not currently have links from your other pages).
Site Audit also provides helpful details on why and how to fix each of the listed issues.
Conduct keyword research regularly to identify new search opportunities. Because new trends, products or services may lead to new keywords to target.
The rise of artificial intelligence has led people to search for new terms. The sooner brands create content for these terms, the better their chances of ranking and increasing organic traffic.
You should also monitor your competitors to identify keywords you may be missing. This is where our Keyword Gap tool can be useful.
You will now be in a dashboard that shows you how your keywords match up with your competitors’ keywords.
You can sort this list by metrics like monthly search volume and keyword difficulty (a measure of how difficult it is to rank in the top 10 results for a given keyword) to identify keywords worth creating content for.
Regularly review and update your title tags (HTML elements that specify the title of a web page) to ensure they are relevant and contain your target keywords.
Title tags reflect the content of your pages. Therefore, these need to change as your content changes.
Test different title tags to see what improves click-through rates and rankings. Google may also rewrite the title tag based on context.
Do they use a year in the titles or emphasize the number of examples? Try to apply these considerations to your title tags.
Also update meta descriptions regularly. They appear under the blue link in search results and summarize the content of your page.
can potentially increase click-through rates and organic visits. However, Google may select this text for you instead of using the meta description you provide.
If you make a significant change to your site or its content, update your schema markup (the code that describes the content on your site to search engines).
For example, you can add FAQs or new products. Therefore, you will want to look for relevant schema types to use.
Preserving schema markup ensures your content appears in search with additional details like star ratings, prices, reviews, and more.
Because research shows that rich SEO results get 58 clicks from 100 queries. Non-rich results only get 41 clicks.
Off-page SEO management involves taking actions outside of your website to increase your website’s authority and search engine rankings.
Link building is all about increasing the number of links pointing to your website from other domains. These are called backlinks. And these are one of Google’s most important ranking factors.
Therefore, you should constantly review your backlinks to understand how well your link building efforts are going.
Is a particular piece of content getting a lot of backlinks? Double down on this content format.
It’s also important to monitor your competitors’ link building efforts. To see if they get backlinks with innovative tactics.
You can use the Backlink Gap to find backlinks that your competitors have but you don’t.
Once you see the dashboard, click the “Charts” drop-down menu to see a visual representation of how your Authority Score (a measurement on a scale of 0 to 100 that indicates the overall quality of a website) and number of referring domains compares against history. 12 months.
Then, click “Best” in the “Possibilities:” section (and make sure your domain is selected). To list all domains that point to your competitors, not you.
Check the boxes next to the domains you want to reach as part of the link building campaign. And click the “+ Start access” button to send them to the Link Builder.
Content marketing is the creation and distribution of different types of useful content. The goal is to attract or maintain your target audience’s interest in your brand.
It’s a good idea to publish different types of content regularly. And share it across multiple distribution channels to reach multiple audiences.
Writing a guest article on another site can help new audiences learn about your brand. You can also get backlinks to your site.
Respond to online reviews regularly. Both positive and negative. Building trust with customers and improving your brand reputation.
Because a positive brand reputation can lead to more people searching for your brand and visiting your site.
Tip: Use our Listing Management tool to update listings and respond to Google reviews in one place.
Technical SEO management involves optimizing your site to make it easier for search engines to navigate and improve user experience.
Site speed is a confirmed ranking factor. This means faster loading times can positively impact your search rankings.
Core Web Vitals are a set of metrics related to load time, visual stability, and responsiveness.
This means it’s important to keep track of your Vital Web Vitals. And see what you can do to improve them.
Open GSC and click “Important Web Vitals” under the “Experience” tab in your main GSC dashboard.
PEN REPORT” in the “Mobile” module to access the control panel with various graphs and tables showing important information.
In the “Why URLs aren’t considered good” section, click on a specific row to see which of your URLs have the issue in question.
Some pages (such as staging sites or landing pages) are not intended to be viewed by the general public. Maybe you also want to exclude certain PDFs and videos from the search results.
When you update your robots.txt file, it lets Google know which URLs you want it to crawl.
A sitemap is a file (usually in XML format) that lists all the URLs you want indexed. To help Google find your pages quickly and effectively.
Depending on how you set up your website and the plugins you use, updating the sitemap with newly published pages may occur automatically. You can find more information about this in our XML sitemaps guide.
If you need to submit and update manually, you can easily do so using Google Search Console.
Then add your sitemap URL in the “Add new sitemap” field. And click the “SEND” button.
An SEO campaign involves a series of tasks designed to achieve a specific goal within a specific time period.
It’s a good idea to start with an SEO audit. Understanding how well your site is performing in terms of keyword ranking, speed and more.
You can then evaluate how successful your past strategies have been. Get a foundation for future SEO campaigns.
Click the “Issues” tab to access a list of priority tasks you can focus on fixing.
Note: Site Audit can be paired with Google Search Console to perform an in-depth SEO audit of your site.
Take the time to learn about your SEO competitors. This way, you know who you’re facing in the search results to understand how much effort your own SEO campaign might require.
Are you up against corporate sites with more authority in your niche? Or do you keep small personal blogs?
Answering these questions will allow you to understand how good your content and backlinks need to be. And how much time and money your SEO campaign might need.
You will now arrive at the main dashboard, which lists data points such as Authority Score, total number of backlinks, estimated organic search traffic, and more.
Then add your domain name and any other competitors you want to review and click “Compare.”
For example, your site’s Authority Score may be higher. This means you may be more likely to rank higher than your competitors in search results for relevant keywords (all else being equal).
For example, your company may have aggressive revenue targets. Your SEO campaign may be geared towards creating conversion-focused content that will later contribute to revenue.
You also want your goals to be clear and have a timeline and specific deliverables. So you can track the progress.
Vague goals Clear goals Increase the organic traffic of the site Increase the organic traffic of our blog by 25% in six months by producing 30 new articles Generate a large number of backlinks for important pages Generate 25 high-quality backlinks for a content hub page through outreach efforts in four months 4. Create and Execute an Action Plan
Now break your goals down into actionable steps. And each step can belong to a specific person or a team.
Let’s say the goal is to increase organic traffic by at least 25% within six months by producing 30 new articles.
Specify all primary keywords you will target Create a content summary for each keyword or keyword phrase Fill the content calendar with summaries and set publication dates Hire three new writers Define writing, editing and rendering workflows Assign articles to authors Review and publish five articles each month Analyze performance and report blog performance every month Evaluate the SEO campaign as a whole after six months
This is just a high-level action plan. Each of these elements also has sub-items with details such as assignee, due date, and more.
And some action plans can be more complex. For example, a single plan might include writing content and growing backlinks simultaneously.
SEO campaigns can last for months. That’s why you need a way to track and report SEO results to make sure you stay on track.
If you’re trying to increase organic traffic, you may want to monitor organic traffic and keyword rankings.
For example, you can go to the “Overview” tab to track your gains and losses in keyword ranking positions.
You can also visit the “Pages” tab. Tracking the SEO performance of all pages ranking for at least one of the keywords you track.
Apart from Semrush, you can also use Google Analytics 4 and Google Search Console to monitor organic traffic.
Monitoring, on the other hand, is an ongoing process that you can perform weekly or monthly.
When the campaign end date is reached, it is time to evaluate your campaign. Determining how successful you are and reflecting on lessons learned.
What parts of the campaign went as expected and why? Where did we have problems and how did we solve them? If we did not achieve our goals in the time frame we chose, what is the reason? Are there any successful, repeatable tactics we discovered during the campaign?
Use what you learn to inform your future SEO campaigns. To help you achieve your goals.
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