Optimization is not a detached addition to positioning. Improving the content, structure and operation of the site is part of the work on its visibility and usefulness to the recipients.
Do not treat SEO as two rigid steps
The old scheme “optimization first, then positioning” simplifies the actual process. After publication new content appears, offers and technology change. Therefore, technical and editorial control also returns during later cooperation.
Work can be of course staged. It is important that the order is due to the problem rather than the package name itself. Some bugs need to be removed before developing the content, other amendments can be prepared in parallel.
One problem may affect several areas
For example, the customer looking for the service goes to an outdated subpage. You need to check not only its text, but also links, place in the structure and way of presentation of the current offer. Just adding a phrase to the title will not explain why the user is still going to the wrong place.
For a company from Warsaw, an additional element can be the actual area of service. Local information should help to establish the terms of cooperation rather than create subsequent versions of the identical description for each district.
Agree Tasks by Result
Instead of separate general “SEO” and “optimization” letters, write down what is to be corrected. Each task should have addresses, owner and way of checking. Then determine what competences you need to perform.
In the review, consider:
- the availability and correct operation of important pages;
- compliance of content with the current offer;
- logical distribution of subjects;
- links to help move forward;
- readability on different screens;
- the quality of data to assess changes.
Go back to your earlier findings.
After the new module has been implemented, check if it has changed the way the content or links are displayed. After expanding the offer see if the old guides still lead to the right information. Maintaining quality requires care of the whole structure, not only about new publications.
Actions do not guarantee a certain position. However, they help to organize work and remove identified obstacles. See SEO priorities and division of responsibility in the team.
