Whether you’re taking on SEO yourself, or you’ve hired an SEO company to manage your SEO, there are minimum SEO tasks that should be completed each month, and that will be the focus of this post: Monthly SEO tasks.
All websites need some form of SEO maintenance, and that’s because SEO isn’t a once-and-done activity. It’s a collection of ongoing activities that help your organization, website, and content stand out in organic search results. To maintain and improve SEO, you’ll need to maintain a set of activities, or make sure the SEO company managing things for you is regularly conducting these tasks.
The SEO tasks and responsibilities I’ve included in this post are crawling your website, checking your link profile, promoting your content, and reviewing your website’s organic search performance. Let’s dive into those details.
Here we go!
Crawl your website
The goal of a site crawl is to learn more about your SEO opportunities through the eyes of a search engine. Search engines send out crawlers to discover pages and links on the web. SEO tools have been developed to mimic this crawling activity, in an effort to better understand SEO opportunities on websites. Crawls can be done through online or downloaded tools, and they’ll provide you with a report after the crawl process is finished. In this report, you’ll see what SEO opportunities your website has, and depending on the crawler, recommendations on how to improve those problems.
Some of the SEO crawlers we’ve used include Moz Pro, Screaming Frog, and SEMrush. The crawling tool usually part of a larger SEO toolset. Some of the crawlers in today’s market will not only tell you your opportunities, but also help you prioritize what issues are immediate needs, and which ones are a lower priority, and that’s important. Once you have a readout of all of the problems and opportunities, you’re going to want to put together a roadmap, or game plan, on how to tackle those issues. Prioritization is key. Make sure you tackle those immediate needs first and work your way down the priority list.
It’s worth noting that while many crawlers may be very similar, there are differences. It helps to use a couple of different crawlers, if possible. For example, at the time of writing this blog post, Moz’s campaign crawler doesn’t dive deep into helping users understand image opportunities. To better understand image opportunities, I lean on Screaming Frog, because in my opinion, it does an excellent job of helping users understand those types of opportunities.
Check your link profile
Monitoring the website’s link profile for quality inbound links is helpful because quality inbound links to your website are a ranking factor for organic search results. If you’re publishing high-quality content that’s in demand, you’re going to naturally see the volume of inbound links increase over time. Think of it like this: a link to your webpage is someone vouching for your content. A quality inbound link will be a link from a relevant page that lives on a reputable website and contain relevant anchor text. If you notice inbound links that look like website spam, don’t worry too much. Search engines like Google understand you can’t control links to your website and usually links from low-reputation websites won’t impact your website’s ability to rank in organic search results.
Lets take a look at some things to consider when it comes to reviewing your website’s link profile:
- Choosing a tool: As we mentioned above, there are several robust SEO toolsets in today’s market. Like with the crawling tools, what’s offered with the link tool will vary from toolset to toolset, so do some research to find the one you like best. Some tools will have costs associated with them, like Moz Pro, or SEMrush. Keep in mind, you can look at some of your inbound links, for free, through Google Search Console’s link report.
- What to look for in an inbound link report: The benefit of using a paid tool, for example, Moz’s link explorer, is that you can see historical metrics. You can see whether links are trending up or down, and get other helpful information about the websites linking to yours. One of the other things to pay attention to is unlinked mentions of your brand. If someone has mentioned your company but didn’t include a link, it might be worth asking them to link to your website. This is a best practice in building a healthy link profile.
You should look at inbound links as a quantifiable metric to determine if your SEO investment is paying off. As mentioned above, if you’re producing content that meets the needs of your visitors, customers, and potential customers, you’re going to see the inbound links chart move up and to the right, hopefully with links from highly-reputable websites.
Promote your content
Promote your content whenever and wherever you can. If you’re going to be on a podcast episode, make sure you mention your blog. If you have social media accounts, make sure you post about that awesome, new article you recently published. If you’re going to speak at a conference, let people know about your website and what kind of content and solutions you offer. Making people aware of your content might not seem like SEO. However, one of the listeners, or social media followers, or attendees, might come to your website, find your content useful, and give you a link. The more your content is circulated, the better. Promote your content as often as you’re able.
Review your performance
You need to know if what you’ve done is working or not and if you need to make adjustments. Reviewing your organic search performance will help you know if you need to adjust your SEO goals, strategy, or tactics.
Here are some of the metrics we look at:
- Ranking keywords: A list of all of the keywords your website ranks for in organic search results – this data can be view in Moz Pro, SEMrush, or Ahrefs
- Top ranking keywords: A list of keywords your website ranks for on page one of organic search results – this data can be view in Moz Pro, SEMrush, or Ahrefs
- CTR: The ratio of clicks to impressions from organic search – this data can be view in Google Search Console or Bing Webmaster Tools
- Organic traffic: Traffic that’s from organic search – this data can be view in Google Analytics
- Direct Traffic: Traffic to your website from a user who entered the website address directly into their browser or from a browser bookmark – this data can be view in Google Analytics
- Referral Traffic: Traffic to your website from links on another domain – this data can be view in Google Analytics
- Social Traffic: Traffic to your website from social media websites like Facebook, LinkedIn, and Twitter – this data can be view in Google Analytics
- YoY traffic: Traffic to your website, year-over-year (YoY) – this data can be view in Google Analytics
- Conversions: User actions taken on your website, that are valuable to your organization – this data can be view in Google Analytics
There are so many metrics available that can help you form an SEO strategy, plan for SEO program or campaign, and measure the effectiveness of an SEO campaign. I’ve decided to keep this list small and highlight metrics that I typically look at as a whole, to determine how a campaign is performing. It’s great if you can rank high for a specific keyword, but it’s better to get a click through to your webpage. It’s great if a user clicks through to your webpage, but it’s better if they find value in the content, and convert. SEO is a means to an end and because of that, it’s important to review your performance regularly.
These monthly SEO tasks are essential to the success of any SEO program or campaign. Keeping on top of these tasks, however, can be challenging. If you need help managing your SEO, contact us. We’d love to help.