When the ball dropped in Times Square at midnight on January 1, 2022, many search engine marketers were tempted to check their analytics and rankings.
Google seems to have replaced Santa Claus as the resource for the “Naughty or Nice” list in the online world.
Some sites receive the gift of better ratings before the New Year.
Others are brushing coal dust off their socks, frantically analyzing why they should be on the naughty list.
Google’s holiday core algorithm updates are nothing new for seasoned search engine marketers.
And I don’t know who needs to hear that, but next year’s update will be there after Christmas.
Don’t feel guilty about taking a few days off.
Take some time to think about how you can be better in the new year.
That’s what I did.
Here is our list of SEO resolutions for the new year.
1. Remember to have empathy
In my experience, most search engine marketers are “too excited”.
Sure, there’s an enormous amount of creativity in the world of search engine marketing — but most search engine marketers would rather figure out why a piece of code isn’t loading as quickly as it should versus trying to understand the intricacies of a searcher’s mind.
Don’t get me wrong, the technical aspects of SEO and paid search are essential – and without technical knowledge, what we do just doesn’t work.
But technical fixes are not enough to show continued improvement in search engine marketing results.
I think the best tool any marketer can have is empathy and the ability to understand other people’s feelings.
If we as marketers can understand the feelings, motivations, intent, and actions of search engine users, we can create web pages and content that not only provide value to visitors, but also increase our site’s bottom line.
I have always prided myself on my ability to empathize with researchers.
But with every core algorithm update or an IT person screwing up a site, I find it all too easy to put my impulses of sympathy on the back burner to chasing down technical fixes.
These technical fixes are for Google, not for researchers.
I need to remember to spend as much – or more – time understanding those making a query as I do looking for ways to improve site performance.
The profits that come from empathy marketing practices are usually greater than those from tech fixes.
All of us in search would be wise to remember this.
2. Automate all things
In the past few years, many notable SEO professionals have touted the advantages of using the Python programming language to automate SEO tasks by heart.
Python, in the hands of a competent programmer, is a powerful tool that can significantly reduce the time required for search engine optimization.
Python can help you scrape data to come up with content ideas, analyze common on-page SEO issues, track and analyze issues with your backlink profile and much more.
Those interested in some of the possibilities with Python should read this article: How to Use Python to Analyze SEO Data: A Reference Guide.
As I’ve mentioned in the past, I’m by definition not a programmer.
However, I’ve been around code for a long time and I know what to look for when I analyze how code interacts with search engines.
For those like me, I encourage you to delve into learning the basics of the Python language.
No one will care if you master the intricacies of code.
In fact, I would argue that spending excessively on language learning is a waste of time.
For me, the ultimate goal of learning about any new technology is to know its full capabilities and limitations.
If you understand what a piece of software can do, then you can plan what you need and either figure out how to program exactly what you need or hire someone to program it for you.
It’s almost impossible to hire someone to automate your SEO tactics if you don’t understand how Python (or any other software) can help you achieve your goal.
My goal in 2022 is to learn everything Python can do.
If you’re a freelance python developer, feel free to ping me around May, as I figure I’ll have some projects by then.
3. Get the tracking right
The introduction of Google Analytics 4 has thrown a wrench into a lot of site tracking code.
A lot of fairly high confidence that their analytics data was correct turned into uncertainty.
When you don’t trust your own analytics numbers, you can’t make proper decisions.
You can’t plan properly.
We often have a possibility that appears with poorly implemented tracking.
This has become such a big problem that we recently implemented a policy where we don’t move on to any other work until tracking is set up.
It must be set up this way Everyone in your organization He trusts the data.
If you increase traffic by 140% but the manager doesn’t think the numbers are accurate, no one gets the credit. There is a good chance that the tactics used to achieve increased traffic will not be approved again in the future.
Why would anyone agree to a passive activity, based on their worldview?
On the other hand, if traffic goes down and no one trusts the data, it will be nearly impossible to accurately diagnose why traffic is down — at least in a way that has the entire team on board with the diagnostics and actions to fix it. issues.
4. Embrace the treadmill
Good seo is grinding.
In many cases, we implement tactics and must wait several weeks before we know whether our efforts have worked.
We’re a lot like farmers – we plant our seeds in our site’s code, watering and nurturing them knowing that storms from Google or a drought caused by a lack of consumer interest could mean a disastrous harvest.
Successful SEO professionals embrace the daily grind.
We work on the content to enhance our authority.
We check the code daily to make sure nothing is broken.
And when Google announces an upcoming update, the network looks like a city that just heard about a storm coming — SEO pros are working to bat through the openings, even if we’re not quite sure what to do to prepare for the storm.
All in all, SEO becomes a daily chore.
Those SEO professionals who embrace this daily grind are successful.
Those looking for magic bullets and quick fixes end up chasing their own tail.
Embrace the grind.
It’s how you show your long-term, sustainable SEO success.
If you’ve read this far, I’d love to hear your SEM decision.
Feel free to post your SEO New Year’s resolution on Twitter with the hashtag #seo2022.
I look forward to reading all the New Year’s resolution inspiration I’m sure Search Engine Journal readers can provide.
- The 15 areas of SEO knowledge you must master in order to be successful
- SEO basics: Everything you need to know to be successful
- The Complete Guide to On Page SEO
Featured image: LanaSweet/Shutterstock