What Do You Need to Balance When Doing SEO?

As a digital marketing professional, I avidly advocate for SEO or Search engine Optimization (SEO). SEO is a crucial component of a well-rounded marketing strategy. Its positive potential impact is undeniable. For most companies, SEO is only one of the many aspects to consider in deciding what modifications or enhancements you want to implement for your site.

The best practice to implement SEO usually has an improvement in things such as customer experience, conversion rates, and site performance. A well-intentioned SEO can result in unintended effects.

Always think regarding the effects of any changes to the users of your website as well as consider budget as well as time restrictions. It is only possible for companies to achieve successful SEO by considering a variety of factors, including budgets, technological capabilities, team resources, and interconnected marketing channels. 

The most effective SEO teams are group players prepared to make concessions when necessary to reach their company’s longer-term objectives.

There are some things to keep in mind when making adjustments in SEO. Be sure to balance your efforts against these aspects to minimize its associated risks and avoid adverse consequences.

Alternative Keywords

It may sound like a strange option to consider when discussing SEO. However, it’s crucial.

When optimizing your page to be optimized for a specific phrase, take a look at the other keywords you are using. Making your site optimized to target a certain phrase or subject could result in the page becoming less optimized for a different.

If your website is already ranking highly for a key phrase that is bringing conversions to your site, You’ll need to make sure any modifications made do not affect your site’s rankings. Examine Google Search Console to determine which keywords drive the most traffic to your site and the content you’re thinking of optimizing before making any modifications.

Rate of Conversion

Converting visitors to buyers or leads is a major goal of many websites. If you are making changes to SEO, It is important to think about (and follow up on) how the changes influence the conversion rate. If your changes result in 10 percent more traffic, however, the conversion rate drops to 50%, the changes could have been a blunder!

One example of modification could be having excessive content on top of your page, which makes conversion forms or products appear further down. An alternative example is like changing the message of the page’s headings.

Suppose you’re developing an important website that has the possibility of dropping your conversion rate. In that case, it’s worth making the necessary changes to implement using an automated conversion rate Optimization (CRO) tool such as Google Optimize and Optimizely to test the changes’ effectiveness before making an actual change.

The optimization of user experience and page performance

Search engine optimizations may result in an impact intended on something other than user experience measures such as speed and mobile-friendliness. In particular, videos are very beneficial for SEO and assist in keeping users engaged for longer on a page and providing valuable details. 

If it’s not done well, video can slow a website’s loading. If a video is played continuously, it could frustrate users and force users to abandon the website. It’s recommended to establish a baseline for important metrics, such as the loading speed and engagement, before making any major adjustments.

AdWords, Social Media Platforms, and Various Other Marketing Channels

Most of the time, there are other website traffic sources than SEO. Suppose your site receives traffic via advertising channels, emails marketing campaigns, SMS messages, social media, or another source. 

In that case, it is important to consider these sources before making any significant adjustments to SEO. Particularly if several channels funnel visitors to the same page.

Certain changes, such as updating an URL or redirecting one page to a different one, could result in some obvious consequences. This is especially true when you alter the URL other media outlets use for advertisements or emails.

Smaller changes, like headline changes, can also affect the quality score of your ad. These changes can also cause an unintended disconnect between what a user reads in the email and what’s displayed on the website.

It doesn’t mean SEO strategies should be put on the back seat to other marketing initiatives or that each constraint demands a compromise. In some cases, an SEO approach should be the first priority! It’s the job of great marketing teams to collaborate to determine the most efficient method.

Financial Limitations

Though most SEO actions can be executed with minimal expense, certain SEO projects can come with an expense that is significant to carry out. Moving to a different software for managing content, including paid plugins, reworking your landing pages, etc., can cost a lot. 

The best way to determine the cost of updating is with the effect that the change could impact sales or conversions.

Technological Advancements

However, not all websites or CMS offer the same features. There are times when you’re restricted by the characteristics or capabilities that your specific website offers. For instance, the option to create custom codes or schema markup could not be offered in this case.

Availability of the team and scheduling constraints

Certain SEO strategies need involvement with other non-SEO team members such as designers, copywriters, development teams, or other agencies. For example, developing an entirely new landing page could involve design elements created by designers. 

If you have a design resource working on other projects, the implementation of your landing page could be put off. In the same way, SEO teams frequently work closely with developers that could have to implement more technological requirements. 

Resources for development can be scarce, and some SEO tasks can take up precious time, which could otherwise be better used to implement product upgrades and improvements or fixing.

Opportunity Cost

SEO is about the importance of. There are a multitude of ranking elements that could be tweaked in endless ways. Finding the most crucial and significant tasks to prioritize is the hallmark of successful marketers.

A technical site audit may discover hundreds or thousands of tiny improvements deemed “best practice” (image size alt text, image size metadata, canonicals etc.) 

However, a few optimizations can eat users’ time and will have only a minimal effect. In the case of SEO, you should focus on the most crucial and add additional tasks once the primary issues are taken care of. Moz.com has a wonderful illustration depicting SEO’s “Hierarchy of SEO needs,” which can be used as a reference for the most important SEO actions.

SEO is among the most powerful ways to boost your digital marketing strategy and get long-term outcomes. If SEO still needs to be a digital component of your marketing mix, It should definitely be! This being said, SEO, like any other marketing channel, should not be the primary goal of your business.

Marketing managers must remember that the most effective results are when everyone can agree on the same objectives and cooperate regardless of the constraints that may be in place. Each marketing channel shouldn’t remain completely independent from other channels. Also, every member of the team and every division within the company should know how their activities impact each other. The more efficiently an organization can achieve these goals, the better off they’ll be in reaching their objectives!