About the Author
Corey is the owner and President/CEO of Voltage. He has spent 18 years working in strategic and leadership roles focused on growing national and local client brands with award-winning, ROI-generating digital strategies. He's a recent recipient of the KCDMA 2019 Marketer of the Year award.
You want structure, documentation, best practices, and processes. We all do–or at least most of us as I’m sure some friends of mine on the creative side of things might push back on that a bit.
If SEO is something that matters to you, you want the person, team, or partner who is doing it to be up to date on best practices, to have an approach to it, and have all of that unified by a strategy. Unfortunately, I often see clients and prospects who come to us thinking that SEO is the problem or that it doesn’t work for their company or industry because they got what I refer to as “checklist SEO.”
It can be difficult to know if you’re getting checklist SEO until you’ve spent months and thousands of dollars finding out if you don’t dig in deep enough to the strategy and tactics or don’t have a clear one in place with accountability. Someone can be doing a lot of really good SEO things, but fail to get you the ROI you’re expecting if they are simply following best practices without deeper meaning, context, and mapping out the strategy to your ideal business goals and outcomes.
I had the opportunity recently to unpack this topic and encourage you to dig in and understand the factors of what makes SEO more detailed, nuanced, and strategic than simply following the best practices and processes that your team or partner might have in place.
Go deeper and check out my full article, SEO is More Than a Checklist, on Search Engine Journal.