Do You Need a Report Card…for Your Reports?
Are your reports being studiously ignored by your busy colleagues? Consider setting up a monthly
or quarterly meeting to discuss them with the people who have the biggest stake in your SEO suc-
cess.This may encourage them to be more diligent about reading your reports.
Or, maybe you need to improve your delivery style:Perhaps you could deliver your reports in hard
copy rather than electronic form. Or, put the action items in the body of the accompanying e-mails.
You may also wish to add or remove individuals from your mailing list: Stop delivering the report
to folks who aren’t holding up their end of the deal, or start delivering the report to their bosses so
they can justify the time spent on SEO tasks.
Making just a few minor improvements to your monthly reports could result in a better reception,
and more cooperation, from your team.
The Quarterly Report is an excellent place to reassess your campaign and realign
your organization-wide SEO priorities. As a starting point, why not dig out your Quick
Reference sheet from the Baseline Report you compiled in your Prep Month? It might
be time to update it!
Moving On: Forging Your Own SEO Path
Congratulations! Since you’ve opened this book, you’ve absorbed a tremendous
amount of SEO knowledge, been promoted to SEO team leader, and become even more
valuable to your organization. The “scripted” portion of Your SEO Plan is over, with
the exception of some helpful ideas for extra credit and slacking in the next chapter.
You may have noticed that the further Your SEO Plan progressed, the less we
held your hand and the more you had to create your own directions. That’s because,
as SEO expert Jill Whalen said, there really is no cookie-cutter solution. You have to
go where your organization needs to go, where your competition forces you to go, and
where your market allows you to go. As you move forward on your own, you have
endless options, but here are some possible ways to proceed:
• Make every day a Task Journal day, with the exception of a day a week set aside
for link building and PPC checks and a week a month set aside for visibility
checks and reporting.
Delete completed action items, and write new ones, in your Quarterly Report.
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