Unlocking SEO Success: The Power of Strategic Alignment
Your organization must be strategically aligned to reach its full search engine optimization (SEO) potential. Strategic alignment is the amalgamation of all internal and external processes and outlooks to work toward a common goal with a homogenous understanding of this goal and how to achieve it. The entire team along with any stakeholders are aligned in their vision for the future of the company — and how their resources will be allocated to get there.
In digital marketing, specifically, strategic alignment is key to visibility and consistency. The purpose of SEO is to increase visibility from search, increasing rankings of content on search engine results pages (SERPs). Learn how aligning your organizational strategy helps lay the foundation for SEO success.
How Project Strategy Impacts Search Engine Rankings
Without project alignment, companies waste up to $97 million for every billion dollars invested in those projects. The cause for this is likely a disconnect between the company’s objectives and project plans. If content teams are spending valuable time and resources on projects that don’t contribute to the organization’s overall vision, they aren’t spending time on the tasks that matter — the tasks that will inevitably boost search engine rankings.
Goals can be determined by creating a prioritization list with project managers, teams, and stakeholders. The construction of this list should tap into your mission, value, and purpose statements. Set goals that are measurable and relevant to your vision. Then, you can delegate projects to specific teams who are best equipped to handle them. Some examples of goal categories include financial growth, internal diversity, and external brand recognition.
Brand recognition is a big one for growth, and it happens to be closely intertwined with SEO. SEO can build brand awareness by putting your content higher in search result rankings. If your site is showing up consistently when people search for topics relevant to your brand, they will be more likely to remember you and associate you with that topic. This builds credibility and solidifies your brand as the go-to for a specific niche. SEO is only effective for brand awareness, though, if the content you plan aligns with your company's purpose.
Planning for Long-Term Success
Trending keywords may give your content a short burst of traffic. However, you’re playing for the long game. You want your business to show up in relevant search results consistently and over along period. That’s where long-term SEO planning comes in.
After becoming crystal clear on your company objectives, you can plan SEO tactics for consistent growth. Consider:
- Conducting keyword research for existing content to revamp it depending on changes in search volume or to better align with your vision;
- Building backlinks from reputable sites that are relevant to your company goals;
- Incorporating periodic SEO checks to identify broken links or issues with search engine indexing.
SEO isn’t permanent. You can’t do these actions once, and never do anything afterward. Google updates its algorithms, often ambiguously, but you can follow SEO professionals to stay up to date on news of these changes. SEO tends to evolve with digital trends and innovations, so staying aware of changes will help you keep your content performing consistently.
Keeping Up With Evolving Digital Marketing Trends
Staying attuned to the latest trends, especially those in the realm of social media, is important to maintain a competitive edge and align your SEO strategy with their overarching vision. Social media platforms are dynamic ecosystems where trends can emerge and evolve rapidly, influencing consumer behavior and search engine algorithms alike. To ensure that your SEO efforts remain effective and aligned with your business's vision, it's imperative to monitor and adapt to these evolving digital marketing trends.
One of the key reasons for closely following social media trends is the symbiotic relationship between social platforms and search engines. By keeping up with current topics on social platforms, you can create content — or tweak evergreen, existing content — to resonate with your target audience. This subsequently improves your content’s search engine rankings due to the value it constantly provides the readers. Understanding the trends that shape social media conversations allows you to tailor your content to better address the evolving needs and interests of your specific audience, ultimately driving more organic traffic to your website.
Further, insights from social media trends can ensure that your online presence across all platforms reflects your brand's values, mission, and objectives. This creates a holistic digital marketing approach that resonates with your audience and fosters long-term success.
Tracking Digital Success To Move Forward
When it’s time to analyze the success of your SEO strategy, refer back to the purpose-focused goals you set with your entire team. These goals were designed to be measurable, so identify the key performance indicators (KPIs) that align with each goal. For instance, if your nonprofit's goal is to increase donations, you can monitor the donation amounts and track the referral sources that initiated these contributions over time.
If done correctly, the results of your SEO and digital marketing efforts will align. Of course, you can have SEO success independent of social media success and vice versa. However, strategic alignment can elevate your success to span across a longer period of time and have further-reaching effects on your KPIs and bottom line. You gain the ability to adapt your strategy in a purpose-driven way, regardless of what changes digital trends throw your way. Strategic alignment allows you to unlock long-term SEO success, shaping the future of your business online and off.