What should I prioritise first after inheriting a legacy SEO strategy?
When inheriting a legacy SEO strategy, first prioritise a comprehensive audit to assess its current state and effectiveness. Identify outdated tactics, technical issues, and content gaps. Then, align the strategy with current SEO best practices and your business goals to ensure future success.
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Why This Matters
Inheriting a legacy SEO strategy can feel like receiving a second-hand car. It might run, but you don’t know if it needs a service or if there’s a hidden problem waiting to stall your progress. Many businesses, especially in B2B and SAAS, rely on SEO for visibility and lead generation. If your inherited strategy is outdated, it could be costing you valuable traffic and potential customers.
A legacy strategy might have been effective a few years ago, but SEO evolves. What worked in 2018 might not cut it in 2023. Search engines change their algorithms regularly, and user behaviour shifts. Keeping up is not just about staying relevant; it’s about staying ahead. So, understanding what you’ve got under the hood is the first step to revamping your SEO game.
Steps to Take
Start with an audit. This is your diagnostic tool. Here’s how to approach it:
- Technical SEO Check: Look for broken links, slow page speeds, and mobile responsiveness. These are basic but crucial for user experience.
- Content Review: Evaluate the quality and relevance of existing content. Is it engaging? Does it answer user queries effectively? Content is king, but only if it’s useful and current.
- Backlink Profile: Analyse the quality of backlinks. A strong, reputable backlink profile boosts credibility, but spammy links can harm your standing.
- Keyword Analysis: Check if your target keywords are still relevant. Trends shift, and so should your keyword focus.
- Competitor Benchmarking: See what competitors are doing better. It gives you insights into gaps and opportunities.
Once you’ve audited, you can start aligning your strategy with current best practices. This might mean updating content, fixing technical issues, or shifting your keyword focus. Remember, SEO isn’t static. It’s a dynamic, ongoing process.
A Fresh Perspective
Here’s the thing about SEO: it’s not just about ticking boxes. It’s about understanding user intent and delivering value. Think of it as a conversation with your audience. What do they want? How can you provide it better than anyone else?
You might need the help of a seo specialist to navigate this complex landscape. An expert can offer insights and strategies tailored to your business needs. They can help you get better rankings and improve your online presence.
In the end, the goal is simple: make your website the best answer to your audience’s questions. That’s the heart of SEO. It’s not just about algorithms and keywords. It’s about people. And that’s what makes it exciting.