8 Steps to Effective SEO
The goal of this strategy is to write high-quality content that other sites naturally want to link to as a trusted source. Other options such as advertising, sponsorship and link baiting, which involves writing content specifically to gain links to a website, are ways to aggressively increase the amount of external links directed to your website.
7. Reporting. This is the process of measuring and monitoring a campaign’s success. Custom reports are built based on your company’s key performance indicators and success is typically measured by an increase in traffic, leads, quotes, sales or any other types of conversion. Reporting can be done at any frequency but is typically completed weekly, monthly, quarterly and annually.
A few years ago there was a strong emphasis on traffic data and ranking reports that focused on how much each keyword increased in rankings across top search engines. Monthly reports now tell a more comprehensive story — an explanation of what happened that month, why it happened and how it affects your business.
8. Website reviews. The world of search is very dynamic. External factors such as seasonality and industry changes and changes in search algorithms and external sites can affect how a site performs. Internal factors such as server errors, duplicate content and page load time can also have an impact on a website’s SEO performance. It's important to point out that no SEO campaign is ever complete. There are always new opportunities to gain more market share from competitors or explore new areas not previously targeted.
A website review should be conducted on a monthly or more frequent basis, and should consist of a deeper analysis of how the site is performing along with identifying new opportunities. This is very much like the SEO site audit where issues are identified and prioritized, but also involves looking at the performance of previous recommendations to identify strategies that are underperforming and need to be tweaked, refined or replaced with a new strategy or tactic.