In the vast and rapidly evolving landscape of digital marketing, search engine Optimisation (SEO) management remains a cornerstone. But what does SEO management actually include?
SEO management involves a number of techniques, such as keyword research, quality content creation, technical on-site SEO, and backlink management, all geared towards improving organic search rankings and ultimately driving more traffic to your site.
SEO management is crucial for any business with an online presence, as a well-optimised website can enhance visibility, attract potential customers, and boost conversion rates.
The History of SEO Management
In the early days, SEO was primarily about stuffing keywords and accumulating backlinks, often disregarding the quality. However, search engine algorithms have become much more sophisticated.
Today, they prioritise factors like user experience, mobile responsiveness, and content relevance. This shift made it clear that SEO management is not just about being seen by search engines – it’s about providing real value to your audience.
The past few years, leading up to 2024, have witnessed the rise of AI and automation in SEO.
Machine learning algorithms now power keyword research tools, and automated systems assist in tasks such as technical audits and backlink analysis. The dawn of Core Web Vitals and Page Experience updates further emphasised the importance of user experience in SEO management.
The Pillars of SEO Management
SEO management stands on four main pillars: keyword research, quality content creation, technical SEO, and backlink management.
Let’s explore these in further detail.
Keyword research is the foundation of SEO management. It involves identifying the words and phrases your target audience uses when searching for products or services like yours. Tools like Ahrefs and Semrush can help you discover relevant keywords, analyse their competitiveness, and understand their search volume.
Today, keyword research has become more sophisticated, focusing not just on individual words but also on the intent behind them. This shift aligns with the evolution of search engine algorithms, which have become better at understanding context and user intent.
Quality Content Creation
Content is king, that hasn’t changed in 2024. Quality content creation involves producing relevant, valuable, and engaging content that addresses the needs and questions of your audience. It’s not enough to sprinkle your content with keywords; it needs to provide real value.
In addition, consistent content updates signal to search engines that your website is alive and relevant, which can positively impact your search rankings.
Technical SEO refers to the process of optimising your website for the crawling and indexing done by search engines. It involves elements like site speed, mobile responsiveness, sitemap creation, structured data markup, and more.
As Google continues to emphasise the importance of page experience, aspects of technical SEO such as Core Web Vitals have become critical.
Backlinks remain a strong signal of trust and authority to search engines. They are like votes of confidence from other websites, indicating that your content is valuable and worthy of citation.
Effective backlink management involves both the acquisition of high-quality inbound links and the monitoring of existing ones. It’s not just about the quantity, but the quality of your backlinks that matters.
What an SEO Manager Does
The role of an SEO manager can vary significantly depending on the size and nature of the website and organisation. However, the central goal remains the same: to optimise a website’s visibility on search engines and drive organic traffic.
SEO Strategy Development
An SEO manager devises a comprehensive SEO strategy aligned with the organisation’s business goals. This involves keyword research, identifying opportunities for improvement, and setting measurable objectives.
Website Audits and Optimisation
SEO managers regularly conduct website audits to identify SEO issues and opportunities. They optimise various elements of the website, including meta tags, content, site architecture, and load speed, to ensure a seamless user experience and improve search engine rankings.
Link building is a vital part of SEO, and it’s an area that SEO managers focus on. They develop strategies to acquire high-quality inbound links from authoritative websites, which can significantly boost a website’s search engine visibility.
Reporting and Analysis
SEO managers use a range of tools to track and analyse the performance of the website and the effectiveness of the SEO strategies. They monitor metrics such as organic traffic, ranking changes, and conversion rates, providing regular reports and insights.
In-House vs Outsourcing SEO Management
The decision between in-house SEO management and outsourcing depends on various factors, including the size of your business, budget, and specific SEO needs. Let’s take a look at the pros and cons of each.
In-House SEO Management
Managing SEO in-house gives you more control over your strategies. You can ensure your SEO efforts align closely with your business goals, and changes can be made quickly without having to communicate through a third party.
However, there are some drawbacks. For one, you need to invest in hiring and training an SEO specialist, which can be costly and time-consuming.
The median salary for an SEO specialist in Australia is around $85,000 per year, and that’s not including the cost of SEO tools and continuous learning resources.
It can also be challenging to stay up-to-date with the fast-paced world of SEO while managing other business operations.
Outsourcing SEO Management
Outsourcing to an agency takes the pressure off your team and gives you access to a wide range of SEO experts. SEO agencies stay on top of the latest trends and algorithm updates and have a breadth of experience from working with various clients.
On the flip side, outsourcing means you’ll have less control over your SEO strategies, and communication could potentially be slower. However, these issues can be mitigated by selecting an agency that understands your business and communicates effectively.
In terms of costs, agencies can offer different packages depending on your needs. Some might charge an hourly rate, which can range from $100 to $200 per hour. Others may offer monthly retainers, which can vary widely, from $1,000 to $10,000 per month, depending on the complexity and scale of the SEO services provided.
It’s essential to weigh up the pros and cons and consider your business needs before deciding on the best path for your SEO management.
SEO Management Strategies
Effective SEO management relies on a mix of tried-and-tested strategies and new approaches. Here are some of the key strategies you should consider using.
Focus on Quality
This might seem obvious, but it’s worth repeating: focus on creating high-quality content. Provide value to your audience. Answer their questions. Help solve their problems. This is the best way to attract visitors, keep them on your website, and convince them to come back.
This also applies when building backlinks. It’s often far more valuable to build a few high-quality backlinks to your site then hundreds of poor ones.
More people are using their mobile devices to browse the web than ever before. So, make sure your website is mobile-friendly. This means it should look and work just as well on a small smartphone screen as it does on a large desktop monitor.
Use available data to inform your decisions. This can be data from website analytics tools like Google Analytics and Google Search Console. Understanding what works and what doesn’t will help you fine-tune your strategy.
Challenges in SEO Management
Managing SEO is not without its hurdles. From keeping up with ever-evolving search engine algorithms to understanding complex data, SEO professionals have their work cut out for them.
Search engine algorithms are continually changing and becoming more sophisticated. Google alone makes hundreds of updates each year.
These updates can drastically affect a website’s visibility and ranking, making it crucial for SEO managers to stay informed and adapt their strategies quickly.
SEO involves managing and analysing large amounts of data. From keyword rankings and website traffic to bounce rates and conversion rates, there’s a lot to keep track of. Interpreting this data correctly and using it to inform strategies can be a challenging task.
Time and Resources
SEO is a long-term strategy that requires consistent effort and patience. It’s not something that can be set up once and left to run on its own. Effective SEO management requires a commitment of time and resources, which can be a significant challenge for businesses.
Current SEO Management Trends
The world of SEO never stands still. It’s a constantly changing landscape that keeps every digital marketer on their toes. Here are some of the most important trends shaping SEO management in 2024.
Voice Search Optimisation
Voice assistants like Alexa and Siri have changed how we search. Instead of typing, more and more people are using their voices to find what they need. That means SEO has to adapt, too.
Keywords are becoming longer and more conversational. Questions are more common. Making your website voice search-friendly is a great way to reach more people.
User Experience (UX)
How easy is your website to use? Is it quick to load? Can people find what they need without hassle? These questions are at the heart of user experience.
A great website design isn’t just nice to have, it can help your website rank higher on search engines. Google has made it clear that websites that deliver great experiences will be rewarded.
Artificial Intelligence (AI)
Artificial intelligence is having a big impact on SEO. Machine learning algorithms can analyse vast amounts of data to identify trends and patterns.
This can help with everything from keyword research to predicting how changes to your website might affect your search rankings.
The Future of SEO Management
The world of SEO is always evolving, and the future promises more changes. Search engines will continue to refine their algorithms to deliver even more relevant results.
AI and machine learning will play an increasingly significant role in SEO management, offering new ways to optimise content and analyse data.
Moreover, we will likely see a continued focus on user experience as a key ranking factor. Websites that offer valuable content and a positive user experience will continue to perform well in search results.
Frequently Asked Questions
How important is SEO today?
SEO is just as important today as it has ever been. The majority of online experiences begin with a search engine. If your website isn’t showing up in those search results, you could be missing out on a huge amount of traffic.
How long does it take to see results from SEO management?
SEO is a long-term strategy, and it typically takes 3-6 months to start seeing results.
However, the timeframe can vary depending on the website’s current status, competition, and the SEO strategies implemented.
How often should I review my SEO strategy?
There’s no hard and fast rule, but a good practice is to review your SEO strategy at least once every quarter. This will help you stay on top of any changes in search engine algorithms, user behaviour, or your industry that could impact your rankings.
Can small businesses manage SEO by themselves?
Yes, small businesses can manage SEO by themselves, especially when starting. Free and low-cost SEO tools, along with abundant online resources, make it feasible for small business owners to optimise their websites.
However, as the business grows and the competitive landscape evolves, professional SEO management may become necessary.
What does an SEO manager do?
An SEO manager is responsible for coordinating and implementing all SEO and digital marketing strategies. Their job is to improve organic search rankings and increase the amount of traffic a website gets from search engines.
What skills does an SEO manager need?
An SEO manager should have a strong understanding of all aspects of SEO, including on-page, off-page, and technical SEO. They also need proficiency in keyword research, SEO tools, and data analytics.
Furthermore, they should have strong strategic and project management skills and the ability to stay updated with the latest SEO trends.
Can an SEO manager guarantee a number 1 ranking on Google?
No, it’s not possible for anyone to guarantee a number 1 ranking on Google. SEO involves many variables, and search engine algorithms are constantly changing.
An effective SEO manager focuses on implementing best practices and continuous improvement, which in turn can help improve your website’s rankings over time.
As you navigate the ever-changing landscape of SEO, remember to stay flexible and adaptable. Keeping up-to-date with the latest trends, analysing your data, and continuously refining your strategies will ensure your SEO efforts remain effective.
It’s also worth considering whether in-house SEO management or outsourcing to an agency is the best fit for your business. Whichever path you choose, remember that SEO is a long-term investment, and the work you put in now can reap benefits well into the future.
As always, don’t hesitate to reach out to our team if you need support with your SEO management. Our team of SEO experts is here to help you succeed online!
To your success,