Seo advertising

What to focus on this year

As the ball fell in Times Square at midnight on January 1, 2022, many search engine marketers were tempted to check their analytics and rankings.

It seems that Google has replaced Santa Claus as the provider of the “Naughty or Nice” list in the online world.

Some sites receive the gift of a better ranking before the new year.

Others clean the coal dust from their stockings, launching frantic analyzes of why they were put on the naughty list.

Google’s holiday core algorithm updates are nothing new to veteran search engine marketers.

And I don’t know who needs to hear this, but next year the update will be here after Christmas.

Don’t feel guilty about taking a few days off.

Take time to reflect on how you can be even better in the new year.

That’s what I did.

Below is my list of SEO resolutions for the new year.

1. Remember to have empathy

In my experience, most search engine marketers are very left-brained.

Sure, there’s a ton of creativity in the search engine marketing world – but most search engine marketers would rather figure out why a piece of code isn’t loading as fast as it should than trying to understand the intricacies of a seeker’s mind.

Don’t get me wrong, the technical aspects of SEO and paid search are key – and without technical knowledge, what we do doesn’t work.

But technical fixes aren’t enough to show continuous improvement in your search engine marketing results.

I believe the best tool any marketer can have is empathy, the ability to understand other people’s feelings.

If we as marketers can understand the feelings, motivations, intentions, and actions of search engine users, we can create web pages and content that not only provide value to visitors, but also increase the results of our site.

I have always prided myself on my ability to sympathize with researchers.

But with every core algorithm update or every IT guy screwing up a site, I find it very easy to put my empathetic impulses on the backburner to seek technical fixes.

These technical fixes are for Google, not searchers.

I have to remember to spend as much – if not more – time understanding who is making a query as I do looking for ways to improve a site’s performance.

The dividends that come from empathetic marketing practices are usually greater than those from technical fixes.

All of us in search would do well to remember this.

2. Automate everything

Over the past few years, many leading SEO professionals have touted the benefits of using the Python programming language to automate rote search engine optimization tasks.

Python, in the hands of a skilled programmer, is a powerful tool that can significantly reduce the time required for search engine optimization.

Python can help you fetch data to come up with content ideas, analyze common on-page SEO issues, track and analyze your backlink profile issues, and much more.

People interested in some of Python’s possibilities should read this article: How to Use Python to Analyze SEO Data: A Reference Guide.

As I’ve said in the past, by definition, I’m not a coder.

However, I have known the code for so long that I know what to look for when analyzing how the code reacts with search engines.

For those like me, I encourage you to dig in and learn the basics of the Python language.

No one will care if you master the intricacies of the code.

In fact, I would say spending too much time learning the language is a waste of time.

For me, the end goal of learning any new technology is to learn all of its capabilities and limitations.

If you understand what software can do, then you can plan what you need and figure out how to program exactly what you need or hire someone to program it for you.

It’s nearly impossible to hire someone to automate your SEO tactics if you don’t understand how Python (or any other software) can help you achieve your goal.

My goal in 2022 is to learn everything python can do.

If you are an independent python developer, feel free to contact me around May, because I think I will have projects by then.

3. Get your good follow-up

The introduction of Google Analytics 4 has changed the tracking codes of many sites.

Many have gone from fairly high confidence in the accuracy of their analytical data to uncertainty.

When you don’t trust your analytics numbers, you can’t make the right decisions.

You can’t plan properly.

We often have prospects who show up with poorly executed follow-up.

It’s become such a problem that we recently implemented a policy that we don’t move on to any other work until aftercare is in place.

And it must be set up as well everyone in your organization trust the data.

If you increase traffic by 140% but the boss doesn’t think the numbers are accurate, no one will be credited. Chances are that the tactics used to increase traffic will no longer be approved in the future.

Why would someone approve of an activity that, according to their worldview, is not effective?

On the other hand, if traffic is down and no one trusts the data, it will be nearly impossible to accurately diagnose the cause of the traffic down – at least in a way the whole team agrees. with the diagnosis and the actions to be corrected. The problems.

4. Embrace the grind

Good SEO is a chore.

In many cases, we implement tactics and have to wait several weeks to find out if our efforts worked or not.

We’re a lot like farmers – planting our seeds in the code of our sites, watering and tending to the code knowing that Google storms or drought due to lack of consumer interest can mean a disastrous harvest.

Successful SEO professionals embrace the day-to-day.

We are working on content to build our authority.

We check the code daily to make sure nothing is broken.

And when Google announces an upcoming update, the net feels like a town that just heard a storm is coming – SEO professionals are working to batten down the hatches, even though we’re not sure what to do to prepare for it. storm.

All in all, SEO becomes a daily to-do list.

SEO professionals who embrace this daily are successful.

Those looking for magic bullets and quick fixes end up chasing their tails.

Embrace the grind.

This is how you show sustainable, long-term SEO success.

In conclusion

If you’ve read this far, I’d love to hear your search engine marketing resolution.

Feel free to post your New Year’s SEO resolution on Twitter using the hashtag #seo2022.

I look forward to reading all the New Year’s resolutions inspiration that Search Engine Journal readers can certainly provide.

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