As SEO professionals, getting people to buy and care about our work is a challenge.
Sometimes it’s even hard for them to remember what SEO stands for.
However, more and more companies are working hard and focusing on building their digital marketing teams, especially when it comes to organic marketing or SEO.
The past few years have shown us that companies can no longer rely solely on their brick-and-mortar or traditional marketing methods.
With companies across industries now prioritizing digital-first strategies across the organization, you must optimize workflows to support optimal ROI.
This article provides the foundation for the best ways to run a marketing team, implement SEO recommendations, and improve the efficiency of your organic marketing workflow.
Why is the organic marketing workflow so important?
SEO professionals have long been considered the gatekeepers of their organization.
We were asked to work on “SEO content” months after production, or we didn’t consult on technical changes and only learned about issues when they needed to be cleaned up.
When using our SEO insights, we need to be more proactive and ensure that the SEO experts in your organization have a seat at the negotiating table.
SEO professionals and organic marketing teams can no longer be isolated from the digital marketing department or the rest of the organization.
The key is to learn How to break these silos And enable SEO across the organization. It’s not an easy task, but it’s necessary if you want to be more efficient and see organic success.
When organic marketing is involved in the conversation, it allows SEOs to ensure content is set for success.
Doesn’t every organization want its content to be good from the start?
Organizations that perform best in content tend to have the most effective organic marketing workflows and are the most mature companies from an organic marketing perspective.
What is Organic Marketing Maturity?
become a Well-established organic marketing company Meaning you have the right mix of people, processes, tools and metrics to help inform digital marketing and overall company strategy.
Let’s break down each of these areas and see how we can create a positive and effective organic marketing workflow.
How to Create a More Efficient Organic Marketing Workflow
One of the easiest ways to make your workflow more efficient is to educate more people in your organization about SEO and the benefits it offers when prioritized across the board.
Educate and promote your organization around SEO
By educating and advocating organizations around SEO, in-house experts can instantly make SEO best practices accessible to more people.
Wouldn’t it be nice to have 10 people thinking about SEO instead of just one being the SEO expert?
At the very least, doing so will help expand your knowledge about what SEO is and how it fits into your organic marketing workflow.
Within an organization, collaboration and coordination among many different departments is key.
For example, when creating content, SEO specialists need to involve marketing teams, content teams, legal teams, development and design teams.
This means that often many different stakeholders are involved.
However, educating them about SEO best practices throughout the process can make it easier for them to speed up the process next time.
The point here is that no matter how limited your company is in terms of SEO resources (obviously, the more we have access to, the better!) because almost anyone can become an SEO with the right knowledge.
If SEO experts can teach more about SEO to different departments and use these insights to help convince them why it matters, we can develop more SEO professionals in-house.
This is why education and publicity about SEO is important internally.
Once you take the time to explain from an SEO perspective why we care about things and how it increases results and makes their job easier, there will be less friction.
Remember the last time a developer ignored your request for a month?
Educating them on SEO best practices can help you Learn to prioritize technical issues Don’t disrupt their queue.
Improve your SEO processes and procedures
One of the benefits of educating more organizations and other team members about SEO best practices is that it helps improve overall SEO and organic processes and procedures.
Optimizing SEO processes and procedures in-house is one of the biggest ways an SEO expert can help make your organic marketing workflow more efficient.
By improving our process, we can ensure that everyone is creating, updating or implementing content with SEO in mind.
Communication with all stakeholders is the best way to ensure SEO is included in the process going forward.
For example, when everyone is thinking about SEO metrics or best practices, Prioritize optimizing and refreshing content It becomes less of a hassle for content teams. Everyone is starting to understand the purpose of content moderation and the benefits we get from optimizing old content.
In addition to improving processes, SEO professionals also need to ensure that programs and tools are utilized properly.
The company’s tools and procedures allow us to efficiently and effectively share data or insights that help others in the company understand our performance.
Whether we’re using a bunch of smaller tools, in-house analytics, or enterprise SEO software, we must constantly monitor the performance of our content and keywords from an organic perspective.
This way, we can benchmark our performance, easily share wins with the organization, and be alerted when we need buy-in from specific stakeholders to resolve issues.
Create metrics and KPIs to hold each department accountable
Any successful organic marketing workflow and organization requires specific metrics or KPIs to measure success.
You can educate and publicize SEO and improve our SEO process as needed. However, if you don’t define what you want to achieve before you start, success stories can be much harder to tell.
Half of the stories always use SEO insights/data to make recommendations.
But without implementing the advice and measuring the results it produces, you won’t know what’s really going on, and you won’t be able to measure the ROI of your efforts.
To ensure you have the most effective organic marketing workflow, SEO experts need Establish clear KPIs Measure the impact on the organization.
This allows us to be more agile and act faster when we identify issues.
Furthermore, this allows us to see if our strategy is actually working.
SEO is a long-term lead generation strategy compared to the short-term benefits paid search provides, so it’s important to consistently report wins along the way to close the loop and bring ROI of visibility to our work.
ROI in SEO It’s hard to prove, but there are some metrics we can use in content marketing, such as organic traffic, keyword rankings, and conversion rates, to demonstrate our success.
It is our responsibility to let our stakeholders know that our SEO efforts are paying off and increasing revenue.
Doing so can help everyone buy organic marketing workflows and allow us to move forward more efficiently.
In summary
Today, most organizations don’t have mature or effective organic marketing workflows because they don’t take these steps.
However, realizing that you need to change to be more efficient means you are already ahead of most organizations.
The best part about SEO is that Google doesn’t necessarily care if you’re a business, SMB, or mom-and-pop shop.
If you are showing users the most relevant results and having the best experience, Google will reward you for the first page of results.
That’s why effective (and efficient) organic marketing is one of the most critical parts of the foundation of digital marketing success.
Internally educating and collaborating with other team members, improving SEO processes and procedures, and creating metrics that clearly measure SEO ROI are winning ways to drive an efficient organic marketing workflow.
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