Strive to achieve stakeholder buy-in in an ever evolving SERP - Sally Raymer (SEOin2024)

David and Becky discuss the importance of tracking the metrics that matter, i.e. the actions most aligned to your customer’s needs.Talking points include:What are the metrics that matter?What are the metrics that don’t matter?Is focusing on ROI and focusing on the metrics that matter the same thing?How do you know what you should be measuring?How can we better understand the customer journey?How do we know what the customer’s desired action is at each stage of the funnel?How do we get buy-in from our client to focus on the right metrics?How does this help to direct the future strategy?

David and Gemma discuss the importance of knowing the importance of proper analytics, after all the changes with GA4.Talking points include:What does GA4 mean for SEOs?What specifically are the needs of SEOs in terms of data?Is it too late to change now?How to use GA4 to lead your SEO strategyHow to use GA4 to lead your hollistic strategyHow to train internally about GA4

Araminta Robertson shares with David Bain the importance of targeting low volume, high ROI keywords in 2024.Key discussion points include:Why focus on keywords that have under 50 searches per month?What’s your perspective on targeting zero-volume keywords?How do you know if keywords are likely to be high ROI?How do you go about interviewing your salespeople or conducting customer research?What do you mean by targeting them with in-depth content?What tools do you use to assist you with this process?

David and Olesia discuss why you should build a database for your brand, company, product, service, offering & yourself.Talking points include:What is this database for?Is this for search engines?How does it help you understand your:- own marketing positioning,- Voice- customers better.Is this what users want instead of the SERP?

David and Pedro discuss the importance of learning to work with large volumes of data and assess scale.Talking points include:AI will gradually empower content creators to produce at scale, and SEOs to analyse large volumes of data - how?It's important to know what can be automated - what can, what can’t?It's time to move past algorithm-chasing and correlations - for every industry?Does every SEO have do learn to work with large volumes of data and assess scale?

David and Marco discuss how to use SEO Data to improve processes and prevent future damage.Marco says: “Use SEO data to improve processes and prevent future damage."What SEO data are we talking about here?“Mostly Search Console data, analytics, and crawl data from a crawler like Screaming Frog. If possible, you should be integrating non-SEO data as well.Non-SEO data is any data that is not purely SEO: customer data, sales data, etc. It could be content information, like the author of a given article, which can still provide a lot of value for SEO.”

David and Kaspar discuss why Google algorithms are all about signal input.Talking points include:What is signal input?How can SEOs control signal input?Google seems to issue more and more penalties all the time. Should SEOs be worried?Does Bing Search matter?Does any other search engine matter?Once the latest hype fades, what does really count in SEO?What is hype and what is something that matters - and how do you tell the difference?Performance or Backlinks - what's more important?

Lau Miguez shares with David Bain that in 2024 you should stop focusing on links and link numbers and instead, focus on strategy.Discussion points include:Why shouldn’t you focus on links and link numbers?What do you mean by focus on strategy?What does your strategy look like?How does the strategy that you recommend result in more, better quality links?What links are more effective nowadays?How do you measure the impact of your activities?

David and Krzysztof discuss the key elements of getting set up with your analytics.Talking points include:What are the key elements of getting set up with your analytics?What is your definition of a bounce rate?How do you merge analytics with Google Search Console data?How do you record user sessions with Microsoft Clarity?What metrics are you tracking on a regular basis?What are the pros and cons with GA4?What other options do Microsoft Clarity bring to the table?

David and Olga discuss the importance of doing SEO testing to prove the SEO concepts you preach.Talking points include:How do you know what to test?How do you test?What software do you use?How long should tests last?How often should you test?What shouldn’t you test?What don’t you test yet, but do you intend to test in the future?