SEO Outcomes: How to Identify and Make an Impact — Craig Harkins // CoStar
- Part 1Sprint Planning for SEO Success — Craig Harkins // CoStar
- Part 2Product Management partnerships in SEO– Craig Harkins // CoStar
- Part 3 SEO Outcomes: How to Identify and Make an Impact — Craig Harkins // CoStar
Show Notes
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02:23Communicating SEO outcomesThere is often a disconnect between desired SEO outcomes and the actual results for the business and users. It is crucial to effectively communicate and explain the business impact behind SEO outcomes to dev teams, UX partners, and QA testers to ensure alignment.
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04:09Connecting SEO outcomes with business impactsBy exploring the impact of SEO outcomes on the brand, users, and their interactions, a more comprehensive understanding of the user journey can be developed. This enables effective communication and alignment with stakeholders around achieving those outcomes.
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06:42Connecting user benefits to SEO outcomesIncorporating the user journey into the process of title tag optimization enables you to connect the SEO outcome to the user impact. This approach highlights the updates benefits beyond SEO and helps to get all team members involved on the same page.
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10:55Framing SEO optimizations for Google around user satisfactionWhile some optimizations like preloading your LCP image initially seem focused on meeting Google's requirements, they aim to improve user satisfaction metrics. By framing these in terms of user needs, the connection between SEO efforts and user satisfaction becomes clear.
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13:19Understanding Google's guidance and prioritizing user satisfaction in SEOIts crucial to listen carefully to the specific questions and situations addressed by search liaisons rather than generalizing their responses as broad mandates. Instead, focus on aligning SEO with user satisfaction metrics and Googles ranking of your website will follow.
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16:35Prioritizing and tracking SEO outcomes for business impactSEO efforts should be prioritized based on their potential impact on the business and tracked to report their impact to the dev team involved. By establishing a feedback loop and sharing the impacts achieved, the team becomes motivated and excited to tackle future SEO projects.
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19:51Integrating SEO work into the product cycleDemonstrating the impact of SEO work on user experience and product goals is crucial during sprint demos with sales and marketing. Ultimately, SEO becomes an integral part of the product team's efforts to enhance user journey and refine search experiences.
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21:09Prioritizing SEO goals for the second half of the yearConduct an inventory of your SEO commitments, assess the progress, and adjust the roadmap accordingly for Q3 and Q4. Communicate this progress and any adjustments to the organization to ensure everyone is aligned to achieve the end-of-year objectives.
Quotes
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"We want faster web pages, or the perceived improvement in speed so that users are happier when they land on the page. They bounce less, consume more content, and convert more down the road." -Craig Harkins, Director of SEO & Content, CoStar
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"When you're listening to the questions that get asked of the different search liaisons, it's very important to listen to what the specifics of the question are and the situation." -Craig Harkins, Director of SEO & Content, CoStar
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"Right now, we're over 50% through the year. So, if I go back to my beginning of the year goals, I should be more than halfway through all of them." -Craig Harkins, Director of SEO & Content, CoStar
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"It's a good time to go back through, inventory everything, and say, am I really on track with what I committed to at the beginning of the year?" -Craig Harkins, Director of SEO & Content, CoStar
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"For enterprise SEO, communication is critical. If you committed to stuff at the beginning of the year, it's going to come back up because you made a commitment at some point." -Craig Harkins, Director of SEO & Content, CoStar
- Part 1Sprint Planning for SEO Success — Craig Harkins // CoStar
- Part 2Product Management partnerships in SEO– Craig Harkins // CoStar
- Part 3 SEO Outcomes: How to Identify and Make an Impact — Craig Harkins // CoStar
Up Next:
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Part 1Sprint Planning for SEO Success — Craig Harkins // CoStar
Craig Harkins, Director of SEO and Content at CoStar, talks about sprint planning for SEO success. Have you ever wondered why some companies consistently succeed in their SEO efforts, while others struggle to make an impact? It's not just about having the right tools and resources - it's about establishing a successful ecosystem within your company, and sprint planning is a vital part of that. Today, Craig discusses sprint planning for success in SEO.
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Part 2Product Management partnerships in SEO– Craig Harkins // CoStar
Craig Harkins, Director of SEO and Content at CoStar, talks about product management partnerships in SEO. Forming strong partnerships with product managers is crucial for SEO success as they play a pivotal role in driving the implementation of SEO recommendations. By fostering these relationships, SEOs can ensure SEO is integrated into the product development process from the beginning. Today, Craig discusses product management partnerships in SEO.
Play Podcast -
Part 3SEO Outcomes: How to Identify and Make an Impact — Craig Harkins // CoStar
Craig Harkins, Director of SEO and Content at CoStar, talks about SEO outcomes: how to identify and make an impact. At the start of each new year, we often set ambitious SEO goals and create extensive lists of tasks to accomplish. However, if the developers, marketing, and sales teams cannot see how the suggested SEO work will drive business and user impact, you’re likely to receive support in implementing those tasks. Today, Craig discusses SEO outcomes.
