Crafting a successful SEO strategy requires more than just focusing on the present. It requires anticipating future changes and adapting accordingly. In this comprehensive guide, we will explore the developing changes in the SEO industry, what those changes mean for our SEO strategies, and how we can address and grow with those changes.
Before diving into future-proofing your strategy, it’s important to ensure that your current strategy aligns with the 1-3 year business plan and goals. Additionally, having a measurement plan in place for your tactical buckets and knowing the 5-7 year goals for the business is crucial. If any of these elements are compromised, address them before focusing on future-proofing your strategy.
Measurement is a key aspect of any SEO strategy, and it can be challenging to track goals accurately. If you’re having trouble with measurement, consider speaking to your finance team to see how they measure similar activities in channels that aren’t typically as directly measurable, such as TV or radio. If that doesn’t work, there are other ways to approach it, such as using relative values or default values. The goal is to elicit conversation and find a way to measure progress effectively.
Moving forward, it’s essential to think beyond standard website optimization and focus on brand building and collaboration with other marketing channels. This means getting social and engaging with other teams, particularly social media. Learning about how they optimize content on those platforms can provide valuable insights and opportunities for collaboration.
Measurement in the future is expected to become even more nebulous and extrapolated. As Google surfaces like Search Generative Experience (SGE) develop, accurate measurement will likely become more challenging. Emphasis will be placed on proof of concepts and market comparisons rather than specific revenue amounts. It’s important for SEO professionals to align their recommendations with the greater strategy of the business and focus on the overall impact rather than specific revenue figures.
Education is crucial in staying ahead of the ever-changing SEO landscape. Building an ongoing training or education program into your business, even if it’s a one-person shop, is essential. Stay up to date with the latest updates in SEO through newsletters and industry websites. Educate your stakeholders on the foundations of SEO and the shifting sands of measurement. Find relevant metaphors and examples to help them understand the changing landscape.
Processes and approval gates are vital for executing your SEO strategy effectively. Make sure SEO is included in relevant processes such as codebase quality assurance, brand campaign go-to-market, re-branding, re-platforming, new product launches, and annual high-sales periods like Black Friday. This may require talking to different teams and compromising on smaller best practices that may not be as impactful in your industry.
While we can’t predict exactly what SEO will look like in the future, building a framework of training, processes, and collaboration around your strategy will make it more likely to stand the test of time. It’s important to bend rather than break as market and technology landscapes shift around your strategy.
In conclusion, creating an SEO strategy that is well-prepared for the future requires anticipating changes, ensuring alignment with business goals, implementing measurement plans, collaborating with other teams, staying educated on industry updates, and integrating SEO into relevant processes. By following these guidelines, you can future-proof your SEO strategy and adapt to the evolving SEO landscape.
