Forging a Fine-Tuned SEO Machine: Setting Goals and Understanding Systems of Desire

Forging a Fine-Tuned SEO Machine: Setting Goals and Understanding Systems of Desire

When it comes to SEO, it's crucial to define the right goal. Many startups simply want more organic traffic, but that's not enough. A goal like "+30% conversion from organic traffic YoY" is more specific and meaningful. It's important to ask yourself the philosophical question of what success in SEO truly looks like.

To ensure progress and measure performance, it's essential to have regular meetings with the SEO team, analysts, and other stakeholders. This allows for discussions and updates on SEO strategies and progress. Additionally, sending out a bi-weekly or monthly SEO report to key stakeholders, including the CEO, provides a high-level overview of performance and ongoing projects.

The positioning of SEO teams within a company structure depends on the business model. B2B vs. B2C is not a determining factor, as some SaaS companies can use their product to scale SEO. For example, companies like Trello or Typeform can leverage their products to enhance SEO efforts. On the other hand, large sites with extensive product inventory or user-generated content can capitalize on these assets for SEO. Small sites that rely more on content marketing face different challenges and need to focus on creating high-quality content to drive SEO.

Integrating SEO into the product organization is crucial for companies with public-facing products that allow for SEO scalability. SEO teams in these cases should be part of the product team, with the SEO lead reporting to the CTO or CPO. On the other hand, companies that heavily rely on content marketing for SEO, like HubSpot or certain products of Atlassian, often position the SEO team within the marketing department. In this scenario, SEO requires collaboration with various teams such as design, writers, PR/brand, IT, and developers.

For companies experiencing rapid growth, dedicated teams that own user acquisition, retention, and monetization are vital. SEO is usually under the user acquisition umbrella but also shares touchpoints with retention. By using keyword research, SEO can identify potential problems with the product, indications of churn, or missing features, ultimately impacting retention.

The integration of SEO within the organization determines the focus on technical SEO. If SEO is integrated, technical SEO becomes a higher priority, requiring hiring technical SEO experts. However, if content plays a more significant role and the SEO team is not integrated, the success of SEO heavily relies on writers. It's crucial for content creators to be part of the SEO team rather than isolated, as SEO has become too broad to exist in isolation. Cooperation with other teams, such as developers, analysts, and writers, has become essential.

Building bridges between teams is vital for successful SEO implementation. This can be achieved through ongoing collaboration and cross-functional teams. Ongoing collaboration involves regular meetings between the SEO team and other teams, as well as placing SEO team members in other teams' meetings. Finding shared goals and KPIs also fosters collaboration. Cross-functional teams strengthen connections between separate teams and focus on specific projects. It's important to be proactive in forming cross-functional teams rather than waiting for them to form naturally.

While setting goals is important, the obsession with goal setting can be counterproductive. Goals are embedded within systems of desire, where mimetic desire plays a significant role. Mimetic desire is the unconscious imitation of the desires of others. When setting goals, it's crucial to consider the systems of desire that influence them.

To free ourselves from the constraints of these systems, we must first understand them. We need to step back and create distance from the systems of desire we are a part of. By doing so, we can see them for what they truly are. Our most pressing problems are problems of desire, and we cannot want something outside of the system we occupy.

To break free from these systems, we must fall in love with a better version of the future. This means not growing complacent in the systems of desire we are in and daring to look in different directions. Understanding the systems of desire that shape the choices of those around us allows us to see emergent possibilities and pursue unique paths.

In conclusion, forging a fine-tuned SEO machine requires setting meaningful goals and understanding the systems of desire that influence them. By defining the right goal, having regular meetings and reports, and positioning the SEO team appropriately within the organization, companies can optimize their SEO efforts. Additionally, building bridges between teams through ongoing collaboration and cross-functional teams enhances cooperation and overall success. Finally, by stepping back and understanding the systems of desire, individuals can break free from societal constraints and pursue unique paths towards a better future.