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Seven Short, Sharp SEO Lessons to Heed in 2018

Seven Short, Sharp SEO Lessons to Heed in 2018

Havas Global Comms

Havas Global Comms

March 15, 2018

From optimizing for mobile, the importance of testing, and the power of automation, here are seven quick tips to keep in mind when approaching your SEO strategy this year.

"The key lesson here is to truly incorporate how an ordinary person might interact with your platform."

PerformanceIN

By: Lauren C. Jones
Group Business Director, Ecselis, Havas UK

March 9, 2018

 

SEO, as we all know, has gone through myriad changes in the last few years. One thing that has always remained constant is the mission behind SEO—to give users/customers the most relevant, valuable piece of information that they are looking (searching) for while delivering an exceptional experience. There was a lot of activity in 2017 that led to an even more strategic and philosophical way of approaching SEO. As 2018 is now in full swing, here are some key things to note to drive success:

 

1. Be smarter about your approach to Technical SEO

Technical SEO is a thing, and it’s not going to go away despite many teams not placing enough emphasis on it. Technical SEO also doesn’t have to be overly complicated and time-consuming. Signing up for efficient crawl solutions like DeepCrawl, Botify, or OnCrawl will give you the best chance of “catching-all” common technical issues that can cause major problems (as well as Google Search Console). These solutions have features that allow you to set alerts for anything, which then get sent to the right people, detailing which actions to take to resolve.

Your technical team/resource can identify what to set alerts, depending on how often you run your crawls—using 404s (page not found) as an example, you can set an alert to report this (which can also show you the difference in the number of 404s compared with the last crawl), which in turn alerts the relevant people with a prescribed action to take. The point here is to cut down on excessive time spent eyeballing issues. This does not mean that you should set and forget.

2. Be obsessive about customer experience

Stop looking at people who interact with your platforms as “users”. I find the term user makes dehumanizing, allowing webmasters the permission to be more robotic in the way they deal with the people who access their platforms. (Side Note: Yes, we know that bots access platforms too, but we’re not talking about bots in this example).

Customers are no different than you and me. We (marketers) just appear to have a more sophisticated way of interacting with platforms; however, this is changing as people evolve and become savvier in their approach to search.

Moving to an advertising/media agency has given me a greater appreciation for customer experience. I’ve spent a bit of time with some amazing creatives, strategists, and UX people who have a totally different view of customer experience than a typical ‘SEO-er’ does.

The key lesson here is to truly incorporate how an ordinary person might interact with your platform (be it your website, marketplace store, or other web-based platforms) first. Working around this will produce better results in areas like page speed, page load, keyword research, and even content creation. Incorporating customer experience into your SEO strategy at the very beginning will result in more customer-led results.

Read the full article.

"The key lesson here is to truly incorporate how an ordinary person might interact with your platform."

PerformanceIN

By: Lauren C. Jones
Group Business Director, Ecselis, Havas UK

March 9, 2018

 

SEO, as we all know, has gone through myriad changes in the last few years. One thing that has always remained constant is the mission behind SEO—to give users/customers the most relevant, valuable piece of information that they are looking (searching) for while delivering an exceptional experience. There was a lot of activity in 2017 that led to an even more strategic and philosophical way of approaching SEO. As 2018 is now in full swing, here are some key things to note to drive success:

 

1. Be smarter about your approach to Technical SEO

Technical SEO is a thing, and it’s not going to go away despite many teams not placing enough emphasis on it. Technical SEO also doesn’t have to be overly complicated and time-consuming. Signing up for efficient crawl solutions like DeepCrawl, Botify, or OnCrawl will give you the best chance of “catching-all” common technical issues that can cause major problems (as well as Google Search Console). These solutions have features that allow you to set alerts for anything, which then get sent to the right people, detailing which actions to take to resolve.

Your technical team/resource can identify what to set alerts, depending on how often you run your crawls—using 404s (page not found) as an example, you can set an alert to report this (which can also show you the difference in the number of 404s compared with the last crawl), which in turn alerts the relevant people with a prescribed action to take. The point here is to cut down on excessive time spent eyeballing issues. This does not mean that you should set and forget.

2. Be obsessive about customer experience

Stop looking at people who interact with your platforms as “users”. I find the term user makes dehumanizing, allowing webmasters the permission to be more robotic in the way they deal with the people who access their platforms. (Side Note: Yes, we know that bots access platforms too, but we’re not talking about bots in this example).

Customers are no different than you and me. We (marketers) just appear to have a more sophisticated way of interacting with platforms; however, this is changing as people evolve and become savvier in their approach to search.

Moving to an advertising/media agency has given me a greater appreciation for customer experience. I’ve spent a bit of time with some amazing creatives, strategists, and UX people who have a totally different view of customer experience than a typical ‘SEO-er’ does.

The key lesson here is to truly incorporate how an ordinary person might interact with your platform (be it your website, marketplace store, or other web-based platforms) first. Working around this will produce better results in areas like page speed, page load, keyword research, and even content creation. Incorporating customer experience into your SEO strategy at the very beginning will result in more customer-led results.

Read the full article.

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