Achieve Positive Change Working with Stakeholders

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來自 University of California, Davis 的課程

Advanced Search Engine Optimization Strategies

305 個評分

University of California, Davis

Advanced Search Engine Optimization Strategies

305 個評分

課程 5（共 6 門，Specialization Search Engine Optimization (SEO)）

This course focuses on technical, mobile and social strategies for increasing site traffic. Learn how to build SEO for international audiences through content localization, global team alignment and optimizing for local search engines. Discover techniques to optimize mobile-friendly websites, get mobile apps discovered, and leverage social media to drive organic SEO traffic. You will also learn how to identify key SEO metrics and collect, interpret, validate, and report success to your clients and stakeholders.

從本節課中

Introduction

Welcome to this first module where you will discover how technical search engine optimization (SEO) can improve your website. You will discuss and use web metrics as you compare performance analysis tools and plug-ins. You will be able to find and fix problems, heighten visibility, improve site architecture, and accelerate page load speed for your own website. You will be able to take the steps necessary to conduct a website audit and finally, you’ll discover strategies to achieve positive change by working well with teams and stakeholders.

Welcome to Technical Search Engine Optimization2:41

Discover What Technical SEO Can Do for Your Website4:07

Compare Website Performance and Analysis Tools6:55

Compare Plug-in Tools for Technical SEO5:14

Find and Fix Technical Issues on Your Website6:22

Heighten Visibility with Google Quick Answers4:48

Boost Website Accessibility5:39

Take Action with Analysis Tools to Improve Site Architecture6:10

Analyze and Accelerate Page Load Speed6:05

Conduct and Document a Website Audit6:28

Achieve Positive Change Working with Stakeholders8:05

與講師見面

Dave Lloyd
Senior Manager, Global Search Marketing
Adobe Systems

Welcome back.

In this lesson, we'll be talking about working with stakeholders.

Unless you own your own website, and are the main implementer of these scales,

implementing technical SEO requires working with stakeholders or other teams.

They typically have many other priorities besides yours, and so it's important

to get clear about how to relay your request in a way that they can act on it.

One of the key ways to do this is by using competitive data.

And so I'll share some of the competitive analysis tools that might help you get

influence with stakeholders In a way that you wouldn't otherwise be able to.

What's also important is to understand how to identify the level of effort and impact

in implementing these broad technical changes you want to make to the website.

In this lesson, you'll learn how best to work with key stakeholders to

implement the technical fixes to the site, what competitive analysis tools

are available that can help you become influential in getting buy-in for

some of the changes you want to make,

and you'll gain an understanding of the effort and impact in how to

scale your fixes in a way that your teams can implement in the right priority order.

Working efficiently with client teams or stakeholders requires a unique focus and

skill set to get things done.

It's one thing to list everything that could be done to make improvements, but

it's entirely different to execute changes while working with teams and stakeholders.

Here are a few guidelines to keep in mind.

Clarify and focus on the most important objectives.

Determine which elements can be implemented with the highest

level of business impact.

Prioritize things that require the lowest relative effort for the highest impact.

Present all suggestions in a way that you highlight the benefit to stakeholders or

clients, and have their best interests in mind.

This focus will help you quickly get traction and

build credibility with stakeholders.

Competitive analysis is one of the most effective ways

to get your client's attention and influence decisions.

Use search results to show stakeholders what the competition is doing online

that works.

It doesn't mean you will do exactly what competitors do.

I'm definitely not suggesting you follow rather than lead.

But this is a powerful yet easy way to move the needle.

The number of platforms on the market do competitive analysis.

They're worth researching in more detail.

Here are some I recommend.

SEMrush gives competitive analysis from a keyword and campaign standpoint.

KeywordSpy looks at competitive keywords and how to gain an advantage.

SimilarWeb provides insights about any website or

app, showing your traffic statistics versus your competitors'.

SpyFu is another keyword and ad space analysis tool.

Finally, AdGooroo gives actionable insights on paid and organic searches.

It helps you benchmark campaigns, uncover competitors' search strategies, and

find additional performance stats.

Any of these competitive analysis tools is worth considering.

There's a cost for most of them, but

use a free trial to determine if you can profitably make use of their data.

This data can influence stakeholders to take action.

According to Peter Drucker, business has only two basic functions,

marketing and innovation.

Now you may not agree entirely, but I think the premise rings true.

Anytime you can innovate, whether around a product or a process, you're helping

further the bottom line goals of the business that you're working on.

Over time, all systems naturally move towards chaos.

This is the essence of the second law of thermodynamics.

This presents challenges when working with teams and executing projects.

Whether it'll be a project plan or a technical analysis or

recommendations you put forward for SEO, things don't always work as planned.

Your great intentions sometimes run off the rails.

Projects get delayed or may go sideways.

This is often referred to as scope creep.

This is classic, everyone runs into it, but

there are ways to counteract this chaos.

One method I suggest is a process called Scrum, the leading framework for

Agile software development.

Scrum Alliance is the organization that focuses on the Scrum knowledge-base and

the Agile Manifesto.

Scrum is designed to foster greater collaboration, productivity, and success

among team members, and is becoming more common in the marketing discipline,

even though it's very traditional in the software development space.

This is worth exploring to become more effective in any form,

whether SEO, business, or any complex project.

I recommend the Agile Process that I'll describe here.

This methodology requires first that you are customer-centric.

Once you are, this focus on the customer, and gathering information about them,

will inspire a product vision and a project plan.

This plan requires teams to work in a lean format.

This could be a team of two or three people that execute on a weekly or

bi-weekly basis, focusing on specific deliverables.

The team executes on the simple, short, and basic deliverables,

which are called sprints.

These sprints are evaluated after one or two weeks.

The feedback, learned from sprints, is taken into account and

informs the next deliverables.

This is an ongoing cycle.

The intent is to see quick fixes and immediate gratification,

to limit big problems and fail fast, and

to have work constantly progressing without too much delay.

Agile is not for everyone, especially not in marketing,

where projects don't have the same linear

approach that the software world does, not every client or team will adopt it.

Those who come from an IT or

software development background may be more inclined to use Agile.

Some use ConBond, which is a different project methodology.

However, your goal is to create a culture with clients or

stakeholders where you have a commitment to be more fully aligned,

take feedback into account, consider how to prioritize any backlog of initiatives,

and put initiatives into the marketplace by considering effective website changes.

If your internal team, clients, and stakeholders want to execute work in

a cooperative and innovative culture, consider using something like Agile.

How does Agile work in practice?

Here's an example.

Recently, we needed to make quick changes to improve website performance across

multiple teams.

It was a classic, complex problem.

We held an initial meeting, where we defined the scope of the problem, we

identified key players, and we considered what could be done to improve performance.

Fortunately, all team members had an understanding already of the Agile and

Scrum methodology.

Therefore, we were able to implement weekly sprints with product owners and

Scrum masters.

The benefits were clear communication, regular updates, efficient execution

of our work, limited delays, because we each had a clear objective each week,

an agreed-upon manner in which we would communicate, and accountability.

When working with complex projects and

big teams where you need to be effective in accomplishing your work,

this Agile methodology can bring your team to a higher level of efficiency.

Therefore, I recommend you consider it.

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