The Challenges of Scaling SEO

Most modern business owners know the challenge of getting their website ranked at the expense of their competitors in online searches. It’s never-ending and a smart search engine optimisation (SEO) strategy is the only way in which they can keep their website competitive.

But it’s not always easy to keep up to speed with SEO as the overwhelming volume of customer searches being made just keeps on growing. And how do you plan to scale up your SEO at the same speed with which you’re developing new products and services to sell online?

Here are some top tips on how to overcome the challenges of scaling SEO.

Don’t expand before you optimise your existing content

Your website might already have hundreds of pages encompassing product and category pages, blogs and new articles, landing pages, information about you, contact details and more. There may be a well organised sitemap.xml file for now, but with an expanding product catalogue and active promotional strategy, hundreds of new pages could be added to your website every month.

In most cases it simply isn’t economically viable to devote an equal amount of time to every page. It can be possible to ensure that a standard level of SEO is implemented on each new page however. This means opportunities for establishing SEO valuable content across your site are not missed.

You don’t necessarily need to be creating completely new content all the time in order to improve your SEO. While content creation is vital, it should be supported with a strategy of regular reviews and updates of legacy content, so that new pages are only created when completely new material is required. Older existing pages, especially evergreen content on your blog, can be rewritten to include new information and reflect current trends.

Know how you’ll scale your SEO resources

As your business expands, it’s good to know you have expertise and services you can call on from a partner who will be able to scale as you grow. Many full service digital marketing agencies will actually act as an SEO reseller, which means they will outsource their SEO or elements of their SEO service to specialists, allowing them to scale and grow with your business.

If you run a digital marketing agency yourself, then acting as an SEO reseller, could be a very convenient way for you to offer a full scale SEO service alongside other digital services that you might do in house like PPC, social media, email, web design or branding. Your clients will get a top notch service and you can be confident that they will have dedicated SEO experts who have the inhouse team auditing their pages, researching keyword targets, building links, developing content, creating local business listings and improving your web design and user experience. And the best thing is, you can pick and choose what services you want to outsource and what services you want to keep in-house.

Joined up SEO

So, you want your SEO to be the best as it can be, but you don’t have limitless time and resources to cover SEO as well as other digital marketing activity which you don’t want to give up on? Happily, there are a few things you can do which can help you overcome some of the challenges of scaling up SEO and will also help with the rest of your digital marketing efforts.

Number one, keep your customers needs at the front of your mind. This will mean you’ll prioritise user experience across their entire journey and every interaction with your company, so each element of your digital marketing efforts will be crafted with delivering the best possible customer experience in mind.

If a customer sees something they like from your company and they spontaneously share it on their social media profiles, this can benefit SEO. When a customer comes to your site from an online search and you’ve invested in conversion rate optimisation to improve all parts of the transactional experience, they’re more likely to take the action you want. In tandem, the search engines are more likely to see the customer gets satisfaction when they come to your website, which can benefit SEO.

There are experts ready to help you overcome the challenges of scaling SEO and you’ll find plenty of ideas as to how to fix SEO mistakes and take advantage of SEO opportunities.