SEO Project Management and Educating Clients

Christopher Hart is Director, Eastern Region Operations of Bruce Clay, Inc. A while back, he spoke at Scary SEO on SEO project management and client education. We thought we’d give you the inside scoop on his presentation by sharing his insights here on the blog.

• SEO is about properly doing business online
• SEO requires education, transparency, and feedback
• Successful SEO project starts with training
• Closing Questions
• FAQ: How can I effectively manage an SEO project?

Search engine optimization is an ongoing process that depends on a strong foundation, continuing education and training, and communication between teams. Managing the project requires that multiple departments work like independent parts of a collaborative whole. Every part has a specific role to play, but contact is required between the parts to keep the operation running smoothly. These are some things to keep in mind when managing your search engine optimization project or when educating clients about the multi-dimensional process that is SEO.

1. SEO is about properly doing business online.

SEO is not just about techniques and tricks or following a checklist. For search engine optimization to be part of an effective business initiative, it needs to be treated as an integral component of your company’s digital strategy.

Make no mistake; doing business online is just that — a business initiative. As with any revenue generating function it needs a full time manager. Someone needs to always be focused on the needs of the project and the sum of its parts. When you build a new store front, even though a construction company put the structure together, they do not own daily operations. The design team that picks colors and floor plan layouts do not own daily operations. Likewise, the marketing team that creates advertising and helps define market voice does not own daily operations.

When your online project started, did you hear any of the following statements?

• “This is an IT project” or “this is a marketing project.”
• “We can craft a solution around current staff functions.”
• “Doing business online is cheap and inexpensive.”
• “We only need to do this once and not worry about it.”

These are lies, lies, LIES!

You need an individual to work across the different teams or groups that have input into this initiative. This person has the specific role of coordinating all the efforts into a successfully functioning online business initiative. This person needs to be empowered to prioritize, order, and act as the final word in all aspects of the initiative. It is their mission to make the elements of your company work together and in support of each other.

2. SEO requires education, transparency, and feedback.

If you can’t see it by now, SEO is not the optimization of search engines. It is the education, planning, communication, and measuring across your company of all the functions that go into your online business initiative. This is so you can maximize the ability of your company to communicate or distribute your products and services through search engines to the end users, which are your prospective clients.

• If you take the position that you just want something “done” or “taken care of” without taking the time to learn about it, then how can you judge if it is successful or if the correct decisions are being made?
• Information must be openly shared across all teams or groups that play into your online business initiative.
• No decision is to ever be made in the vacuum of a singular perspective.

3. A successful SEO project starts with training.

• Did your SEO training course improve communication and awareness?
• Did your SEO training course improve cooperation between business teams?
• Did your SEO training course help build a strong foundation?
• Did your SEO training course help improve efficiencies?
• Did your SEO training course lower cost and improve ROI?

For elaboration on all these points, check out Bruce Clay’s article in the December edition of Visibility Magazine due out soon.

In closing, I ask you, the business owners, the following questions:

• Why the indifference to these realizations when it comes to doing business online?
• Do you feel that you have a well-defined online business strategy or just a poorly-cobbled-together set of projects and initiatives that have been labeled as your online business?
• Is your staff educated enough to understand the requirements or functions needed by their teams in this business environment?
• Is there visible corporate support for this initiative, and are the consequences of a lack of support known?

To do anything properly takes time, effort and investment. Your opportunity margins will increase over time, but only if the proper foundation is put in place and there is a corporate culture to support it.

Empower your business’s online success with proactive SEO management – prioritize education, transparency, and coordination across teams for a thriving digital strategy. Contact us today to learn more.

FAQ: How can I effectively manage an SEO project?

Managing an SEO project effectively can be quite challenging. To successfully navigate this complex terrain, employing a combination of well-established strategies and adapting to the ever-changing algorithms and user behaviors is essential. As an expert in the field, I’m here to provide invaluable insights into managing your SEO project seamlessly.

Understanding the SEO Landscape

To effectively manage an SEO project, you must first grasp the fundamentals of SEO. Keyword research, content optimization, on-page and off-page SEO, and technical SEO are the core components. Begin with a comprehensive SEO audit to identify your website’s strengths and weaknesses. This initial analysis will serve as the foundation for your project management strategy.

Develop a Clear Strategy

A well-defined strategy is key to a successful SEO project. Outline your project goals, target audience, and KPIs (Key Performance Indicators). Ensure that your strategy is adaptable, as SEO is a dynamic field. Regularly update your tactics to align with industry trends.

Content Is King

SEO success demands engaging and high-quality content creation. Post new, informative pieces regularly that resonate well with your target audience. Utilize long-tail keywords to improve your website’s relevance and visibility on search engines. Additionally, focus on optimizing your website’s mobile-friendliness as mobile searches continue to rise.

Monitoring and Analysis

Continuous monitoring and analysis are paramount to SEO project management. Employ analytics tools such as Google Analytics and Google Search Console to track your website’s performance. Identify which strategies are driving results and which need adjustment. Regularly generate reports to assess your progress.

A Step-by-Step Guide to Effective SEO Project Management

1. Define Project Goals: Clearly outline your objectives and expectations for the SEO project.
2. Conduct In-Depth Keyword Research: Identify relevant keywords and phrases for your niche.
3. Create a Content Calendar: Plan your content creation and publication schedule.
4. On-Page SEO Optimization: Optimize your website’s meta tags, headings, and content for selected keywords.
5. Technical SEO Audit: Regularly check and fix technical issues like broken links and site speed.
6. Backlink Strategy: Develop a comprehensive plan for acquiring quality backlinks through quality content.
7. Regularly Update Content: Keep your website’s content fresh and engaging.
8. Mobile Optimization: Ensure your website is mobile-friendly for a better user experience.
9. Track Key Metrics: Monitor website performance with analytics tools.
10. Adapt to Algorithm Changes: Stay up to date with search engine algorithm updates and adjust your strategy accordingly.
11. Continuous Learning: Invest time in ongoing education and staying current with industry trends.
12. Regular Reporting: Generate and analyze reports to assess the project’s effectiveness.
13. Feedback Loop: Collect feedback from your audience and make improvements accordingly.
14. Social Media Integration: Leverage social media to promote your content and engage with your audience.
15. Collaborate and Network: Build relationships with industry peers and influencers.
16. Budget Management: Allocate resources effectively to meet your project’s goals.
17. Regular SEO Audits: Review your strategy to ensure it’s on track.
18. Test and Experiment: Be bold and experiment with new strategies to find what works best.
19. Adapt and Evolve: Be flexible and adapt to changing trends and consumer behavior.
20. Celebrate Achievements: Acknowledge and celebrate project milestones and successes.

Effective SEO project management relies on having an articulated SEO strategy and the dedication necessary for continual improvement. These expert strategies and the accompanying step-by-step guide assist in managing the complexities associated with SEO.

This article was updated on November 30, 2023.

See Chris's author page for links to connect on social media.