Use Google Analytics to set up measurable conversion events (time on site, specific pages visited, forms submitted, etc.) so the data is at your fingertips. Is SEO conversion happening? To communicate the work of effective SEO programs to the C-Suite, you need to be tracking your success.Additionally, put a plan in place with your marketing team to track and pursue backlink wins moving forward. Where are your missing links? If you know you have unlinked mentions of your brand, now is the time to go “recover” them.This evaluation is getting the proverbial solid foundation in place before you build the house. How is your website’s technical health? There are more than 20 search engine signals that can negatively impact your SEO in three main categories: accessibility/indexability, on-page SEO and off-page SEO.So, here are five quick evaluation points for you to consider as you flesh out your 2018 SEO plan. That said, many companies overlook this low-hanging SEO fruit. The good news is, these are all factors well within your control, and relatively simple to fix. How you structure your site, load your content, title your URLs, name your files and other seemingly unimportant factors all impact your SEO ranking. What does this mean? Beyond content and backlinks, there are dozens of technical elements search engines use to inform rankings. However, your SEO efforts will never be a success if your site is not first fully optimized. Generating strong content and backlinks should be part of any modern PR and digital marketing plan, especially as search engines weight earned editorial backlinks exceptionally high. In are companies that authentically serve up relevant content to their visitors and can garner backlinks from credible websites.
Out are the days of black-hat tricks to game the system. Today, SEO rankings require real legwork.
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