SEO Tasking Goals - Where & How to Compromise

@AlanBleiweiss
SEO Tasking
Goals -
Where +
When to
Compromise
Presented by
Alan Bleiweiss
http://AlanBleiweiss.com
#SLCDMC

@AlanBleiweiss
SEO Tasking Goals - Where +
When to Compromise
http://AlanBleiweiss.com
#SLCDMC

@AlanBleiweiss
SEO Tasking Goals - Where + When to
Compromise
Sustainable SEO is possible whether a site has
never had problems, or has had severe problems
#SLCDMC

@AlanBleiweiss
Compromise
Sustainable SEO is about creating a stable
environment with consistent signals
designed to increase revenue.
#SLCDMC

@AlanBleiweiss
Compromise
#SLCDMC

@AlanBleiweiss
Compromise
To ensure you
have a system of
sustainable SEO
in place, you
need to evaluate
your situation so
you know what
to do.
#SLCDMC

@AlanBleiweiss
Planning
Proper Planning
Prevents
Pathetic Performance
#SLCDMC

@AlanBleiweiss#SLCDMC
Planning

@AlanBleiweiss
Proper Planning
Prevents
Poor Performance
#SLCDMC
Planning

@AlanBleiweiss
Compromise
SEO TASKING GOAL PLANNING
Determine Objectives
Evaluate Needs & Limitations
Determine Where & When to Compromise
#SLCDMC

@AlanBleiweiss
What are the goals?
X new sales? X repeat sales?
X new visits? X return visits?
X page views? X new Leads?
Increase brand awareness?
Authority? Trust?
Community impact?
Improve User Experience?
#SLCDMC
Planning – Determining
Objectives

@AlanBleiweiss
What are the Goals Within Each Goal?
X new organic visits?
Y new visits by z date?
Y additional visits year over year?
Y new visits that result in z new conversions?
#SLCDMC
Objectives

Objectives
How Granular do you Go?

@AlanBleiweiss
What Tasks Need to be Performed?
X new evergreen pages per y frequency?
X new blog posts per y frequency?
X new infographics per y frequency?
X supporting PPC/social/email/offline campaigns?
Reduce Page Speeds by X
Increase Click-through Rates for X Phrases?
#SLCDMC
Objectives

@AlanBleiweiss
How realistic are you goals?
Are they important enough at this time?
Do you have the resources available?
#SLCDMC
Evaluate Needs &
Limitations

Evaluate Needs &
Limitations
How difficult are your goals to reach?
Existing Weakness Assessment
Existing Opportunity Assessment
Existing Competitive Landscape Challenges

@AlanBleiweiss
Is an Audit Needed?
Too often, site owners & managers fail to evaluate
properly before diving into action.
#SLCDMC
Evaluate Needs &
Limitations

Evaluate Needs &
Limitations

Evaluate Needs &
Limitations
An audit can help clarify and
determine what’s realistic, what’s
important, and what’s possible
A proper audit
becomes the
road map to
success

Evaluate Needs &
Limitations
Strategic Audits
Look at the big picture
Look at trends
Look for natural & unnatural patterns
Rely on sampling across several signal points
Offer overall directional recommendations

Evaluate Needs &
Limitations
Tactical Audits
Focus on singular goals
Look more closely at relevant opportunities
Take a deeper dive into relevant data
Are more worthy of competitor evaluations
Offer more specific recommendations

Evaluate Needs &
Limitations
Even if you don’t perform an audit, you
still need to know what data to look at.
Understanding where weaknesses and
opportunities exist, where to focus your
attention is critical.

Define Tools & Resources

Where & How to
Compromise
If you set a goal for x new pieces of
content in y period of time, what if
you don’t have the capacity?
What about technical tasking? Does
the existing framework allow for
needed changes?

Where & How to
Compromise
Need to compromise on
goals? Remember this,
above all else:
The 5 Super-Signals of
SEO are your guiding
principles

Where & How to
Compromise
For Resource Limitations-
Is your in-house team limited?

Where & How to
Compromise

Sometimes it’s better to outsource
than overwork your team
Where & How to
Compromise

Where & How to
Compromise
For Resource Limitations-
Sometimes a hybrid approach works.
Can you outsource project management while
having work done in-house?

Where & How to
Compromise
For content-
If you can’t
produce at the
scale needed,
scale up over
time instead.

Where & How to
Compromise
For Topical Focus –
Understand hierarchy of reinforcement.

Where & How to
Compromise
Page Titles are more
important than H1
headlines

Where & How to
Compromise
H1 headlines are more
important than H2
headlines
important than H1
headlines

Where & How to
Compromise
Bold text is more
important than plain
text
important than H2
headlines
important than H1
headlines

Where & How to
Compromise
Main content sections
are more important
than sidebar content
Bold text is more
important than plain
text
important than H2
headlines
important than H1
headlines

Where & How to
Compromise
Remember the five Super-signal factor

Where & How to
Compromise
Completeness of
communication of
concepts is more
important than
keyword frequency

Where & How to
Compromise
Writing in natural
language to provide
value, evoke emotion,
is more important than
keyword variation
effort
Completeness of
communication of
concepts is more
important than
keyword frequency

Where & How to
Compromise
For content-
Can’t produce as much as
you think you need?
Consider doing more social
& PR work to boost signals.
Supplement Organic SEO
with PPC as an alternative.

Where & How to
Compromise
For content-
Getting enough
high quality
inbound links can
often
compensate for
fewer pages or
blog posts.

Where & How to
Compromise
For content-
Inbound link
shortcuts are toxic.

Where & How to
Compromise
For content-
Work on fewer pieces of content,
where you put more energy and effort
into each page or post.

Where & How to
Compromise
For content-
Bigger pages & posts can win over
smaller, more frequent, as long as
quality, uniqueness & relevance
remain.

Where & How to
Compromise
For content-
Sometimes you
can win by just
working on the
most important
pages first.

Where & How to
Compromise
For content-
Focus on the most valuable product
categories initially. (revenue potential
+ profit margin)

Where & How to
Compromise
For speed
improvements-
Pages take 30
seconds to load?
Can’t get them to 3
seconds? Shoot for
10 seconds to start.

Where & How to
Compromise
For speed improvements-
Consider working on speed bottleneck
types in phases. Just server issues;
just file sizes; just 3rd party scripts…

Where & How to
Compromise
For speed
improvements-
Consider an
upgrade – PHP 7
can dramatically
boost speeds & may
be all you need to
do.

Where & How to
Compromise
Consider improving the most
important pages or template types
first.

Where & How to
Compromise
Consider reducing the number of ads
and ad networks you display

Where & How to
Compromise
For speed
improvements-
Consider the Google
Accelerated Mobile
Page project as a
limited solution.

Where & How to
Compromise
For Code Overhauls-
Can you band-aid the
existing site while
working separately
on a rebuild? This is
worth consideration.

Where & How to
Compromise
For Code Overhauls-
If you band-aid while rebuilding
separately, don’t copy & paste toxicity
into the new site!

Where & How to
Compromise
Sustainable SEO requires initial push,
then ongoing support just like all
marketing methods

Summary
To reach sustainability, you need a plan.
Begin by determining goals, prioritizing their
importance, then evaluating opportunities &
limitations.
At that point, you can work toward tasking to
take advantage of those opportunities while
resolving limitations or finding viable
workarounds.
Taking shortcuts and failing to remember the
five Super-signals at each point in the process
will eventually come back to haunt you.
When big tasks need to be tackled, consider
breaking them down into phases.

Bonus – Stay Connected
Staying connected online helps ensure we’re aware of the
latest industry news, changes and insights

Bonus – Stay Connected

Summary
Forgot to take notes or
pay attention? I’ll make
this deck available
online and tweet the
link using the #SLCDMC
hashtag on Twitter.
Also - follow me
@AlanBleiweiss if you
have any questions!

SEO Tasking Goals - Where & How to Compromise

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