Marketing managers won’t normally be across all aspects of an SEO campaign.
For brands running an internal SEO project, they will have specialists dedicated to the niche task as they diligently work away in the background making small gains over time. Outsourcing an SEO project with a specialized business such as SEO Shark can be an effective option to keep your operations streamlined and focused on what you do best.
However, there are some core elements of search engine optimization that a boss should understand and be able to check at their own leisure.
In 2019 this is a domain that can no longer be relegated to the side because it helps to drive consistent streams of consumer traction and revenue.
This is a discipline that does not require in-depth education to grasp the concepts, just an awareness of their importance to the brand.
Diverse SEO Content Creation
If a brand is one-dimensional when it comes to content creation for SEO purposes, that should act as a red flag for a marketing manager. When logging onto each individual page, they should be able to come across new articles, fresh videos, images, downloadable files and more. Gone are the days when a website would be built purely around written content because these other forms of multimedia help to attract users and search engines alike.
SEO Mobile Compatibility
Managers can quickly check if the brand’s website is mobile-compatible. In order to master SEO in 2019, this is a facet that cannot be ignored. Using an iPhone or Samsung device, they can easily check if the content is well-structured and presented on a webpage. Any setback in this domain will be harmful for the enterprise.
Businesses targeting a specific suburb or city must prioritize their local SEO needs. Simply integrate the suburb or city name into your keyword strategy, making it a central part of your promotion efforts. Marketing managers can verify the inclusion of this and motivate specialists to incorporate these locations to target the desired traffic.
Meta Tags & Schema Markup for SEO
It can be challenging for marketing managers to oversee due to their technical nature. It entail incorporating keywords in titles, descriptions, and alt-text to meet Google crawler criteria. Schema markup serves a similar purpose, optimizing URL structure and categorizing pages effectively from top-tier to lower-tier.
Is There a Long-Term SEO Strategy?
Arguably the most important element that marketing managers should be on top of with an SEO campaign surrounds strategy. Without a plan, operators make ad-hoc decisions, leading to inconsistent brand messaging. This confuses constituents about the business’s identity and target audience, causing issues. While flexibility is crucial, ensure you communicate clear targets and objectives to all participants.
Sometimes it is beneficial for managers inside an organization to have a “hands-off” approach. SEO operators thrive with autonomy and minimal oversight to boost search engine rankings. However, recognizing and appreciating the value of managerial oversight in achieving targets is important.