Just work on it, without goal. Just work on it, without strategy. Simply work on it, without measuring success.
Sounds a bit like a pileup, doesn't it?
... and yet, these are all things that I have experienced quite often in the past years as an SEO consultant, frighteningly enough also with big industry players and internationally known brands. In this article about SEO Website Check and Reporting you will learn how to avoid this accident.
I know what you are thinking now: These renowned brands are successful, so they must have done something right.
The fact is, not everything always goes according to plan. Especially when you don't have a plan at all. And especially when time is short. Working under pressure is anything but easy. A dilemma arises in the mind between "long-term success" and "short-term action". But it is precisely in such situations that it is important not to lose sight of the goal.
The status quo is not the only relevant factor for continuous success. It is much more important to recognize the potential and to maximize it continuously. And you can only achieve this if you know the goal, can juggle your SEO KPIs blindly and always analyze and interpret results with a critical eye. Regular SEO website checks will support you in this.
In every project - no matter if it is marketing, technology or classic project management - the following three basic rules have proven to be successful for me:
And exactly in this order.
The chances are 50/50 that something tasty will come out of it. Or it may not taste good. Not at all. Sometimes you can use some spices to prevent the worst from happening later. But sometimes it is simply too late. Conclusion: throw it away. Being hungry. Without a strategy and without goals, after an SEO website check you can't know how successful you actually are. What do you want to achieve? By when and how do you want to achieve it? When the vision and the path are clear, nothing can stop you.
KPIs - Key Performance Indicators - are key figures with which the performance of measures can be determined. Many people are afraid of this. After all, they are not only evidence of success, but also of failure. I say: Reduce weaknesses. Building on strengths. This is the only way to become better.
The dish on the plate looks good at first sight. The portion fits, the colours shine, it even smells good. But you will never know if it tastes good without tasting it. It's the same with success measurement in the SEO area.
Let me give you a concrete example: You have decorated your content with a few keywords that you quickly copied from your competitors. Suddenly you generate more traffic. But the new users do not convert. And yet you continue writing. But the numbers do not get better. Frustrating.
But don't despair, because we have the solution.
Ultimately you should ask yourself the following three questions for your SEO website check:
For a quick overview, I have compiled a small list of the most important KPIs for weekly SEO website checks:
These KPIs help you to get an overview of your SEO performance within a very short time. Deep dive SEO analyses such as a detailed SEO audit are recommended to be carried out only once a month, as visible results in the SEO area are often a bit slow. Now we come to the best SEO tools and other revealing KPIs, which I have selected based on the most important SEO factors.
There are SEO tools like sand on the beach. It's best to try out different online marketing tools yourself, as everyone has their own preferences. SEO is known to be a combination of technical cleanliness, content quality and web authority, so I highly recommend the following three SEO tools:
Must-have SEO tools still remain Google Search Console and Google Analytics to quickly identify technical errors with regard to response codes, sitemap and robots.txt, to find out with which keywords your content generates (clicks) or could generate (impressions) traffic and how users interact with your website (click rate, jump rate, dwell time, pages per session, conversions). Unfortunately, these tools are too often underestimated. However, a combination of both tools can reveal even more valuable information than with third-party tools!
If you have done your homework, you have now found out a lot about your website. So far, so good. How about now? It is helpful to make at least one statement per KPI. Always be honest with yourself and transparent. You can then combine your statements per SEO area to answer the following 3 questions:
The result of this SEO website check should be a well-founded list of possible recommendations for action for the various stakeholders. As you can see, for a long-term strong SEO performance a well-founded SEO reporting is essential. To conclude, I would like to give you the following 3 tips
In the SEO area, we now know the most important ranking signals, but Google would not be Google if it did not keep us SEOs on our toes. Therefore: Away from the herd instinct. Test, observe, interpret. Because you never stop learning. As Albert Einstein said: "I have no particular talent, I'm just passionately curious."
In this sense, good luck with your SEO website check and stay curious!
By the way, did you know that Youtube is the second largest search engine? Search engine optimization for Youtube is therefore also very exciting. How Video SEO works you can learn here.