How to fix the SEO issues that keep you from achieving your goals - Search Engine Land

At this year’s SMX Report, I provided an overview of SEO Issues that hold us back from achieving our goals. I took a holistic look at resources, communication and mental constructs around SEO that often hinder progress.

Oftentimes we look for the quick fixes that drive major ranking improvements. These still exist, but the relationships involved with connecting us to clients, and the website to users are where the most sustained value can be found.

Here are some questions to ask before we even get started with the fixes:

Is the company ready?

At LOCOMOTIVE, we work with a wide range of clients. One of the key benefits is we see a wide range of problems, and we also develop insights on how different companies handle SEO from an implementation perspective. Three of the key factors for our clients with the greatest YoY organic wins are:

1. Sufficient resources to implement,
2. Acceptance of value of SEO across various stakeholding teams,
3. Openness to testing and failing.

Technical SEO recommendations will impact a wide range of teams across your organization, from developers to content teams and more. If your teams are currently barely keeping up with a two-year backlog of issues, adding fresh Technical SEO recommendations will probably never see the light of day.

I once had to make a business case to an IT lead for the SEO team on having access to Search Console and Google Analytics. The level of distrust of SEO was so high within the IT team, they actively worked to thwart any...

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