The Art of SEO Direction
Most of my blog posts don't get done in the office. I usually find myself working on them at home, or at a softball game or in other random situations, like tonight.
Tonight, I'm writing this during rehearsal for a play that I'm in. So I bet you think you know where I'm going with this. That creating an SEO strategy is like a play; with all of the actors performing their various roles. How each one must hold their own or the entire production will suffer.
It's a completely legitimate analogy, but not where we're going today.
Because my role in this play is fairly small, a lot of my rehearsal time is spent watching my director work, and I'm consistently fascinated by what he brings to the process. The talents he uses in putting this show together make me think of some of the most important qualities that make a great director and an effective SEO strategy.
Just because two people are looking at the same thing, it doesn't mean what they see is identical.
Watching the same scene, I see actors making choices and interpreting lines. My director sees patterns, movement, and energy. Directors have to see the big picture.
When we look at SEO data, we can absolutely have different interpretations of the same information.
While one person sees that this year's numbers aren't as good as last year's, another notices that last year was the best year ever, and was also before your paid links were devalued. So the fact that this year is markedly better than 2 years ago, is actually an improvement. Where one person sees a traffic increase that is resulting in the highest traffic numbers ever, another sees only that the traffic coming in isn't for the words they wanted.
It's all about perspective.
Sure, it's fair to strive for constant year-over-year improvement or to retain rankings on your head phrases, especially if they convert well. But not getting the exact results you wanted doesn't always mean your efforts were a waste. Just because your visitors aren't the ones you were targeting, that doesn't mean they're useless.
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The Art of SEO Direction