Looking to start fresh and hit the ground running with your SEO? Want to up the ante on existing efforts and look for more ROI? Already invested and active in SEO but want to double-check that you haven’t overlooked anything? Minty Digital are here to help! Our 22-Point SEO Checklist for Marketing Managers gives you everything you need to have for a broad and effective SEO strategy.
Before you do anything, you need to connect your website to Google Analytics and start collecting some basic data.
Here’s how to get started.
Google Analytics will show you:
Once you’ve made your Google Analytics account, Google Search Console is next, it’s also nice and easy to do.
Google Search Console will:
There are loads of amazing plugins for WordPress, but if you want to really keep on top of your SEO performance, try out these ones below. Some of them offer different data and functionalities so you may find that combining two or even three of them may give you the best results.
A sitemap is a file that provides a package of pivotal information to Google about your website, including the pages, videos, links, and more, and how they are linked and navigate to each other. This helps Google to understand your website and share its contents with search engine users. Here’s how to do it:
This type of file tells search engine crawlers which URLs to access for information. It helps to encourage the search engine to go to the right places, and should not be used to stop Google from looking at certain pages on your site.
The process should be handled by the right technical person:
If you’re feeling techy, you can read the more advanced explanation here from the Google Developers team.
You want your website to be indexable and crawlable, as we’ve covered in points 4 and 5, but there are also other ways to do this, including:
With around 70% of the world’s population browsing the internet on a mobile device every day, it’s vital that you don’t lose out on potential customers because your website isn’t mobile-friendly.
Here’s what you need to do (or hire us to do!):
This point is pretty self-explanatory, but if a web visitor comes to your site and the links are broken, the images aren’t working, and pages won’t load (the dreaded ‘404 error, page not found’ problem), then you’re probably not going to turn that first-time visitor into a returning visitor. You might even upset your regular visitors and drive them towards a competitor. Uh oh!
Here are some tools:
This is something best explained over the phone with one of our charming and buttery-smooth Account Managers. Of course, this is a shameless plug, but thanks to our keyword strategy mastery, we are helping dozens of businesses to develop a stellar relationship with Google (and other search engines).
This is one of our favourite SEO tools and it’s one of the best services that the industry has to offer. Ahrefs is primarily used as a tool to analyse a website’s link profile, SEO health, and keyword rankings, all of which are immediately important to your SEO efforts. Not only does Ahrefs help with your Google relationship, but it also offers features for YouTube and Amazon if you’re trying to rank videos and products. With a thematic social search feature, you can see what people love to share on social media at any given time.
Another one of our recommended tools is SEMRush, which gives us a deeper insight into our competitor’s SEO performance where they’re getting their traffic from. This is used to help inform future content marketing efforts, by seeing what works well for the most similar businesses and trying to turn some of their visitors into your visitors.
ActiveCampaign isn’t necessarily an SEO tool, but most SEO managers use it, or something similar, for the fact that your SEO efforts are going to generate website leads and you need to be able to manage them. If you’re really serious about your marketing and SEO efforts, you’ll want to be drowning in leads, so take advantage of this tool to turn them into customers.
Marketing managers are probably familiar with the service already, as it offers triggered campaigns, sales follow-ups, automated segmentation, great email content, and all sorts of automation tools.
You can sign up for a free trial here
In this industry, there are a few dodgy characters who promote and follow Black Hat SEO. Now, we mention this because we want you to steer clear of it. Essentially, this is the dark arts of SEO, and often it breaks the terms and conditions that search engines set. If you want to do really good, legitimate, quality SEO work, you should follow the guidance of Twitter accounts like these:
And of course, Minty Digital
Website visitors want quality content that appeals to their interests, stimulates their senses, and gives them some sort of feeling or incentive to share the content with others. You need to create valuable content that answers questions, provokes thought, captures and explores a concept, expands on interesting data, and more. You can do this not only through words, but with images, infographics, GIFs, videos, podcasts, and more. Don’t be afraid to get creative!
Have you ever landed on a website and can’t figure out how to get around it? This is a classic design flaw that encapsulates style over substance, and why we ensure that our customers are using logic and good UX throughout their sites. Other things you can do to improve navigation include:
In SEO, a lot of the most effective tools and processes are the ones that are the simplest. Especially when you’re new to SEO, you don’t want to go too deep or complicated. This is the case with URLs too.
Here’s an example. Imagine you’ve written an article such as ‘Top 10 Twitch Streamers in 2021, Ranked from Ninja to Rubius’, your URL can be as simple as /top-10-twitch-streamers-2021. The additional details aren’t necessary here.
Nobody wants to click on dry and boring headlines, so if you want to jazz it up a bit, follow these tips:
Writing Meta descriptions is an art often left to copywriters, but Marketing Managers can do a great job too. Simply follow these tips and you’ll do fine:
Dishing out backlinks is good and all, but what you want to do is to link out to high-quality resources and really provide value. As your site grows in popularity, you can them approach the sites you’ve linked to and say ‘hey! We linked to you, can we get a link back?’ This leads us to the next point…
Backlinking is a huge part of SEO strategy, ask any SEO expert. Like any method in this line of work, there’s a right way to do it and a wrong way to do it. Here are some of the best methods:
A guest post or guest blogging strategy can bring amazing benefits. The goal is to write simple and evergreen articles for other websites, with the agreement that they will link back to your website. You, of course, can strategically choose the link, so that they go somewhere that informs them more about what they were just reading. This is a great way to drive traffic and sales, as well as brand awareness. The more inbound links you get, the better your SEO, although quality is better than quantity.
There we have it, Marketing Managers! 22 points for your SEO efforts.