7 Ways To Prepare for an SEO Program Launch

Professional writing a to-do list.
If you’re getting ready to launch an SEO initiative for the first time, or relaunching it after a break, preparation is half the battle. So, what are the steps you need to take when preparing for an SEO program? Here are seven critical things to do:

    1. Get the right buy-in
    2. Be in it for the long haul
    3. Take SEO training
    4. Be nimble
    5. Review the website design
    6. Consider a dedicated content producer
    7. Create your tool stack

FAQ: What Steps Should I Take to Get Buy-In for My SEO Campaign?

1. Get the Right Buy-In

Of course, the first step to any successful campaign is getting the right buy-in. That means buy-in from the people at the top, but also cooperation with the people in different departments. Buy-in from the top also means that they communicate how important SEO is as a strategic business initiative. This helps get everyone on the same page.

Read: 6 Practical Ways to Get Buy-In for SEO
Watch: 6 Successful Ways to Get Company Buy-In for SEO
Read: Think SEO or Work Somewhere Else

2. Be In It for the Long Haul

SEO isn’t a “one and done” project. It’s ongoing for the lifecycle of a website. So the company needs to integrate SEO into its workflow. If it has to do with the website, each person needs to ask before acting: How will this impact SEO? How can SEO support this initiative?

Read: Myth: SEO Is a One-Time or Sometime Initiative

3. Take SEO Training

Company-wide SEO training can help everyone get a basic understanding of SEO. Understanding why SEO recommendations are being made will only benefit the progress of SEO. You will be more likely to implement all recommendations rather than taking the attitude that these changes won’t make a difference.

Read: What Is SEO Training?
Read: It’s Time to Rethink Your SEO Training
Get proper SEO training: SEOtraining.com

4. Be Nimble

Implement SEO recommendations in a timely manner. Depending on the size of your company, this is not always so easy. But remember: The longer you take to implement SEO initiatives, the faster your competition will get ahead of you in the search results. Smaller or more nimble businesses have an advantage here.

Read: Don’t Be Surprised by the Traffic You Didn’t Get for the SEO Work You Didn’t Do

5. Review the Website Design

Have you updated the design of the site in the past three to five years? If not, you may have an outdated website. Think about if you need to redesign the site first because SEO will need to be involved every step of the way to ensure it is optimized for search engines.

During this time, you will also determine if the code can be improved or cleaned up. Search engines need to be able to easily index your pages. And while you’re at it, you’ll make sure the URL structure is organized and makes sense to a search engine and website visitor.

Read: SEO Siloing: What, Why, How

6. Consider a Dedicated Content Producer

When you launch SEO, expect to need a lot of quality content. It may not just be text, either. Think videos, images, etc. How will you accomplish this? Consider either having a dedicated content producer in-house or hiring out to an expert content creator who can focus on this important piece of SEO.

7. Create Your Tool Stack

Tools give you key data about SEO – without it, you’re shooting in the dark. So make sure to have the search marketing tools to get the job done. This includes basics like your Google Analytics and Search Console to measure the impact SEO is having. But you will likely need other tools along your journey as well to monitor the site, analyze competition, understand your links and much more.

Read: 7 Google SEO Tools Every Website Publisher Should Use
Read: The Top SEO Software That Experts Use Every Day
Try our powerful SEO tools: SEOToolSet.com

Our team of SEO experts can elevate your SEO program to the next level. Contact us to discuss how we can help you get more traffic, online visibility, qualified leads, sales, customers and revenue.

FAQ: What Steps Should I Take to Get Buy-In for My SEO Campaign?

Securing the support of key stakeholders prior to initiating an SEO campaign is vitally important to its success. I know first-hand the difficulty involved in convincing decision-makers of its importance; therefore this whitepaper will offer steps you can take in order to win their support for your SEO effort.

Securing buy-in for your SEO campaign sets the foundation for achieving your optimization goals. The first step is to align your SEO objectives with the company’s broader business goals. By emphasizing how SEO can drive organic traffic, enhance online visibility, and boost revenue, you can show decision-makers the tangible benefits of investing in SEO.

Build Credibility and Showcase Past Success

To gain trust and showcase your expertise, share case studies and success stories of past SEO campaigns that delivered remarkable results. Highlight the positive impact of SEO on businesses similar to yours and explain how it aligns with the organization’s growth strategy. Demonstrating a track record of success will boost your credibility and increase confidence in your SEO proposals.

Communicate the Competitive Advantage

Emphasize how an effective SEO campaign can give your company a competitive edge. Share industry benchmarks and analyze your competitors’ online performance to illustrate the potential gains from effective SEO strategies. By illustrating the consequences of not investing in SEO, decision-makers will understand the urgency and importance of supporting your campaign.

Collaborate and Educate

Building alliances with different departments is essential for successful SEO buy-in. Host workshops or presentations to educate colleagues about SEO best practices and their impact on various aspects of the business, such as marketing, sales, and customer acquisition. Encourage open discussions and address any concerns or misconceptions about SEO. By involving all stakeholders and showing them the collective benefits, you’ll foster a supportive and collaborative environment.

Measure and Demonstrate ROI

To gain ongoing support for your SEO campaign, establish clear metrics to measure its success. Track key performance indicators (KPIs) such as organic traffic growth, keyword rankings, conversion rates, and revenue generated through organic search. Regularly report the progress and ROI of your SEO efforts to decision-makers. Demonstrating positive results will reinforce the value of SEO and solidify their commitment to future campaigns.

Obtaining buy-in for your SEO campaign is a strategic process that involves effective communication, showcasing past successes, and aligning SEO goals with overall business objectives. By establishing credibility, educating stakeholders, and measuring ROI, you can secure the necessary support to drive your SEO initiatives forward and achieve sustainable growth.

Step-by-Step Procedure: How to Get Buy-In for Your SEO Campaign

  1. Align SEO Objectives with Business Goals
  2. Emphasize Tangible Benefits of SEO
  3. Share Case Studies and Past Successes
  4. Demonstrate Positive Impact on Similar Businesses
  5. Analyze Competitors’ Performance and Showcase Potential Gains
  6. Illustrate Consequences of Not Investing in SEO
  7. Foster Collaboration and Communication with Different Departments
  8. Host Workshops and Presentations to Educate Stakeholders
  9. Address Concerns and Misconceptions about SEO
  10. Involve Decision-Makers in the Planning Process
  11. Set Clear Metrics and KPIs to Measure SEO Success
  12. Track Organic Traffic Growth, Keyword Rankings, and Conversion Rates
  13. Monitor Revenue Generated through Organic Search
  14. Provide Regular Progress Reports to Decision-Makers
  15. Showcase the ROI of SEO Efforts
  16. Continuously Adapt and Improve SEO Strategies
  17. Use Data and Analytics to Make Informed Decisions
  18. Stay Updated with Industry Trends and Algorithm Changes
  19. Maintain Open Communication Channels with Stakeholders
  20. Celebrate Successes and Demonstrate the Long-Term Value of SEO

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

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

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12 Replies to “7 Ways To Prepare for an SEO Program Launch”

Great job, I really enjoy reading this type of content.

Overall, your article is a valuable resource for anyone gearing up to plunge into the world of SEO. It brilliantly illustrates that success in the digital realm is attainable with careful planning, informed decision-making, and a willingness to adapt. Kudos for shedding light on the crucial aspects of preparing for an SEO program launch in such a clear and concise manner.

Wow! Such a simple and straightforward list of tasks to complete and kickoff an SEO program properly, right from the start. Thank you.

Much useful and a needed information. Thank you for sharing it across :)

This is a great article that covers some of the essential steps to prepare for an SEO program launch. I especially liked the tips on how to be nimble and review the website’s technical health. As someone who is planning to start an SEO campaign soon, I found this post very helpful and informative. Thank you for sharing your insights and expertise on this topic.

This is a great article that covers some of the essential steps to prepare for an SEO program launch. I especially liked the advice on taking SEO training and being nimble. SEO is a dynamic and complex field that requires constant learning and adaptation. I agree that having a solid foundation of SEO knowledge and skills can help you achieve your goals faster and more effectively. I also appreciate the reminder that SEO is not a one-time project, but a long-term investment that requires patience and commitment. Thank you for sharing your insights and experience with us!

Thanks for sharing this great and useful information.

We have to rewrite our website one of three years . Is that right ?

Robert Stefanski

Hi tinh,

Thanks for your question! There is no set amount of time when you should refresh the content on your website. The key is to stay informed about what matters to your audience and the queries they are searching for. This includes researching your competitors, doing keyword/query research and monitoring social media to see what your audience is talking about. Then build your content around that. You may need to refresh your website every few months or years depending on your niche.

I just like the helpful information you provide in your articles


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