Happy Friday! The Filter is back this week to break down one aspect of marketing that is crucial to any business with a website: Search Engine Optimization.
SEO is straightforward in theory: it’s the process of optimizing the copy and content on your website to increase traffic. However, in practice, SEO can quickly start to feel like a jigsaw puzzle with pieces that keep changing shape.
If you think you have a solid grasp of managing your SEO, don’t get too comfortable. It’s a dynamic and constantly evolving process. When you think you’ve mastered the Google algorithm, something like TikTok will inevitably come along and disrupt your strategy. As the internet changes, your approach to SEO will need to change with it. But fear not! The team at iProv has your back with some helpful SEO advice.
Here are 5 Must-Have SEO Skills for Every Marketer:
SEO relies on a spectrum of skills. Copywriting expertise, data analytics, content creation, keyword research, and storytelling each play a role. Every time Google changes its algorithm or a new platform gains traction, the way you use these skills needs to adapt accordingly. Marketers who get stuck in one rhythm and never change their strategy will be left behind. Remaining open to change is a must.
Understanding the Customer
One goal of SEO is putting yourself in your target customer’s shoes. Find out what keywords they’re using on Google. Document the phrases they’re searching for the most. They won’t always search for your business outright, so the more you tap into their headspace, the better you’ll be at helping them find your website. There are excellent websites out there to help you with this. Two that we love to use are semrush.com and Storychief.
Multiple different teammates can help manage your SEO. You’ll need all hands on deck to hack the algorithm, from creative directors to writers to account managers. Establish an understanding of each employee’s role—the better you work together, the more nimble your SEO tactics can be.
Marketers who excel at managing their site’s SEO use best practices, but they also experiment with different approaches. Experimenting with different keywords and content can help you stay relevant. SEO will never stop changing, so just because something works once doesn’t mean it’ll work again. Constant and thoughtful experimentation will ensure your products and clients remain as findable as possible.
SEO doesn’t happen overnight. Instead of letting inevitable short-term failures bog you down, push for improvement, work with other teams, and stay creative. Building excellent SEO is a marathon, not a sprint—marketers who remain consistently engaged and open to new ideas see the best results.
We’d love to help you if you need support navigating the world of SEO.