How can you define the scope of SEO data governance?

It's not enough to just see if you're ranking for lucrative keywords, or even if those rankings are driving traffic. You must also consider user behavior on your website and whether they are not converting. And, if they're not converting, what are they doing instead?

Imagine you're setting out on a treasure hunt. Before you embark on your adventure, you need to determine what you're looking for and where you might find it. Similarly, in SEO data governance, it's crucial to identify your SEO goals and objectives – what you want to achieve with your SEO efforts. Once you have your treasure map, you need to decide which tools and supplies you'll need to dig for your hidden gems. In SEO data governance, this means identifying the relevant SEO data sources and types, such as website analytics, search engine rankings,

Now that you've got your treasure hunting gear and map, it's time to assign roles and responsibilities to your team. In SEO data governance, this involves establishing clear ownership and accountability for SEO data management, including data collection, analysis, reporting, and quality control. Imagine you're delegating tasks for a group project. Assign specific responsibilities to each team member, ensuring everyone understands their role and how it contributes to the overall goal.

The first three rules of running effective SEO campaigns as a team are: research, plan, and document. The fourth rule is: refer to the first three rules, but this time look at your documentation through a lens of KISS evaluation (keep it simple). Is the documentation clear? Is it actionable and trackable? Can a non-technical team member understand what's been documented? If you can't explain it to a fifth grader, you've likely made it too complicated. Start over and refine. Notice execution of your campaign hasn't come up yet? That's step five, the last step, and comes after you've pulled together a cohesive set of research, strategies, and documentation.

Treasure hunters need to follow specific rules to protect themselves and the artifacts they find. Similarly, in SEO data governance, you need to establish policies and standards to ensure the accuracy, consistency, and reliability of SEO data. Think of it like setting ground rules for your team project. Define data quality standards, establish data access and security protocols, and determine data retention and disposal guidelines.

Remember those handy tools you packed for your treasure hunt? They'll make your digging process much more efficient. In SEO data governance, you need to implement procedures and tools to streamline data collection, analysis, and reporting. Imagine you've found a promising spot and want to start excavating. To make the process faster and more effective, you'll use appropriate tools and techniques. Similarly, in SEO data governance, you can automate data collection and processing, integrate SEO data with other systems, and establish data quality checks and validation routines.

When it comes to monitoring and reviewing SEO strategy, use of an analytics platform is essential. From performance analysis to reporting, platforms such as Google Analytics, Adobe Analytics, and many more help to give us insight into the most important metrics we want to track within our SEO Campaigns. Some of these key factors include: -Impressions -Clicks -CTR -Organic Traffic -Keyword Ranking Using additional tools such as SEMRush, Ahrefs, or MOZ can give several additional insights at all phases of SEO campaigns when you need to review performance.

Just like a treasure hunter regularly checks their progress, you need to monitor and review your SEO data performance and strategy. Regularly track SEO KPIs and metrics, analyze trends and identify patterns, and make data-driven decisions to optimize your strategy. Think of it like evaluating your team project's progress. Regularly check in with your team members, assess their work, and provide feedback to ensure they're on the right track.

Treasure hunters often collaborate with others to increase their chances of success. Similarly, in SEO data governance, you need to foster open communication and collaboration among stakeholders. Establish regular data governance meetings, create accessible data documentation, and encourage open communication to share insights, address data quality issues, and align on SEO goals. Imagine you're working on a team project with diverse perspectives. By fostering collaboration and communication, you can leverage everyone's expertise and achieve a better outcome.