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What Is Social Listening And How To Get Started

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What Is Social Listening And How To Get Started

Most marketers now understand the value of social media as a marketing tool – and countless companies have now established their own presence across a variety of social platforms.

But while the importance of creating content and building an audience is well understood, many organizations are lacking when it comes to another key strength of social media: social listening.

Social listening is a strategic approach that can help your brand tap into the incredible breadth and depth of social media to hone in on what your target audience is saying and feeling – and why.

By investing in social listening, you can gain a deeper understanding of conversations happening around not just your brand but your broader industry, and extract meaningful insights to inform multiple areas of your business.

In this article, we’ll explore what social listening is, why it’s crucial for businesses today, and the tools that exist to help you do it before diving into tips for getting started with your social listening strategy.

Let’s get started.

What Is Social Listening?

Social listening is the practice of tracking conversations on social media that are related to your brand, analyzing them, and extracting insights to help inform your future marketing efforts.

These conversations can include anything from direct mentions of your brand or product to discussions around your industry, competitors, relevant keywords, or other topics that might be tangential to your business.

The idea of social listening is that you’re really getting to know your audience by sitting back and listening in to what they talk about – what their gripes are, what they’re interested in, what’s getting them excited right now, and much more.

Gathering this data and then examining it can help you in a number of ways, from uncovering useful product development insights to inspiring new content ideas or better ways to serve your customers.

Here are some of the things you can achieve through social listening:

  • Tracking mentions of your brand, products, or services across social platforms.
  • Evaluating public perception and sentiment towards your brand by assessing whether mentions are positive, negative, or neutral.
  • Spotting trends that are emerging among your target market by noting common themes, topics, or keywords in conversations.
  • Gaining a better understanding of your audience, including who they are, where they spend time online, what they want, and how your brand can connect with them.

As such, social listening isn’t just a powerful tool for marketing, but can also be leveraged to improve customer engagement and service, product development, and other areas of your business.

What’s The Difference Between Social Listening And Social Monitoring?

If you’re finding yourself a little confused about the difference between social listening and social monitoring, you’re not alone! The terms are often used interchangeably – when, in reality, they have different scopes and objectives.

Generally speaking, social monitoring is narrower and more focused on your brand specifically, while social listening takes more of a big-picture approach to gaining insights.

If social monitoring is about seeking out brand mentions and conversations to hear what people are saying, social listening is diving even deeper to understand why they’re saying those things.

Social monitoring typically involves tracking social activity directly related to your brand so that you can stay abreast of what’s happening at the moment and tackle any pressing issues.

In this regard, it’s often leveraged as a component of a company’s customer support program to help respond to queries, answer questions, and remedy complaints in a timely manner.

It can also help to identify trending topics or industry moments that might apply to your brand. Basically, social monitoring is all about being aware of what’s happening around your brand on social media so you can respond quickly.

Social listening does all of this, but also takes things a few steps further, expanding the scope of what you’re tracking and focusing on obtaining insights to help with brand strategy, content planning, and decision-making.

Where social monitoring might focus on mentions of your brand, social listening goes beyond that to explore broader consumer behavior and emerging industry trends, and make qualitative analyses of the conversations that are happening in those areas.

One analogy I’ve encountered that I find helpful for understanding the difference between the two: If social monitoring is akin to tending your own backyard, social listening is like taking a walk through your neighborhood and eavesdropping on conversations to better understand what your neighbors are interested in and concerned about.

While we are focused on social listening in this particular article, both social monitoring and social listening are important parts of an effective marketing strategy.

Why Is Social Listening Important?

As we’ve touched on, successful social listening can benefit many areas of your business – from your marketing to your product and your customer support. And all of this means it can have a big impact on your bottom line.

Let’s look closer at just some of the reasons why social listening is an important tool in your business’s arsenal.

Reputation Management

Social listening can help you get a sense of how your audience – and the general public – feels about your brand, products, messaging, or services.

By understanding both the positive and negative sentiments around your brand and where they come from, you can work to fill the gaps and improve perceptions of your company.

Understanding Your Audience

On that note, social listening is a great way to learn more about your audience – from your current customers to your prospects and beyond.

It offers a looking glass into what your target consumer is thinking about, their opinions, pain points, desires, etc. With this information, you have the power to customize your content, message, and products to serve their needs better.

Market Analysis

Social listening is a powerful tool for unearthing insights into your industry – trends, consumer behaviors, opportunities, etc. This is the kind of information that you can use to get ahead of your competitors and deliver the ultimate customer experience.

Competitive Insights

Speaking of competitors, social listening enables you to keep a watchful eye on your competitors and learn from their successes and failures.

You can use active listening to determine how your target market perceives your competitors and apply your findings to differentiate yourself from the pack.

Crisis Management

Let’s face it: Crises happen, no matter what your business or industry. But social listening can help you identify crises before they hit a boiling point, and address them in a timely manner.

Content Strategy

Want to know what content types and formats resonate best with your audience? Try social listening! Once you have the necessary insights, you’ll be able to create more engaging content.

Lead Generation

Social listening can drive lead generation in a number of ways.

You can use it as a tool to discover prospects who are interested in your industry, product niche, or topics related to your business.

Beyond this, by improving your content strategy, reputation, products, customer experience, and more using your social listening insights, you will ultimately boost more leads to your business.

Social Listening Tools

Given that social listening requires pulling data from millions of posts across social media and analyzing it, we would recommend using a tool to help with your efforts.

Here are a few popular social listening tools.

Hootsuite

Known for its social management features, Hootsuite also offers a comprehensive suite of capabilities to help with your social listening efforts.

The platform allows you to create custom streams to track hashtags, keywords, or mentions across a range of social platforms. You can use these to spot conversations in real-time and engage with them.

Using some of Hootsuite’s tools and integrations, you can also do things like track brand sentiment, listen into Reddit conversations, access consumer research, and more.

Pricing:

  • 30-day free trial.
  • Paid plans start at $99/month for the Professional tier and 249/month for the Team tier (billed annually).
  • Hootsuite offers an Enterprise tier with custom pricing.

Sprout Social

Sprout Social is another leader in the social media management space that is super useful for social listening.

With Sprout Social’s Smart Inbox, you can pull all your mentions, comments, and DMs from across your social platforms into one single feed – helping you keep on top of what’s happening.

Other key features include audience analysis, campaign analysis, crisis management, competitor comparison, influencer recognition, sentiment research, and much more.

Pricing:

  • 30-day free trial.
  • Paid plans start at $249/month for the Standard tier, $399/month for the Professional tier, and $499/month for the Advanced tier (billed annually).
  • Sprout Social offers an Enterprise tier with custom pricing.

Brandwatch

Brandwatch is a strong social listening and analytics platform that can help you track and analyze conversations online. It pulls data from 100 million sources, ensuring you’re not missing anything.

The Brandwatch tool will sift through brand mentions in real-time to analyze sentiment and perception, saving you a ton of time and manual effort.

Other key features include AI alerts for unusual mentions activity, conversation translation across multiple languages, tons of historical data, and more.

Pricing:

  • Book a meeting with the Brandwatch team to learn more about pricing.

Meltwater

Meltwater’s social listening tool monitors data from a ton of different feeds, from Facebook to Instagram, Twitch, Reddit, YouTube, and many more. It can even recognize when your brand is talked about in a podcast!

Key features include topic and conversation trends analysis, custom dashboard and report building, consumer segmentation and behavior analysis, crisis management, and more.

Pricing:

  • Contact the Meltwater team for pricing details.

Talkwalker

Another top name in the social listening space, Talkwalker monitors 150 million websites and 10+ social networks to power your real-time listening experience.

It offers AI-powered sentiment analysis in over 127 languages, notifications for any atypical activity, issue detection, conversation clustering, and much more.

Pricing:

  • Contact the Talkwalker team for pricing.

6 Tips For Building A Social Listening Strategy

Now that you understand what social listening is and why it’s important – as well as a few of the tools you can use to power your social listening program – it’s time to start considering your strategy.

Here are six steps we recommend when building out your social listening strategy.

1. Define Your Goals & Objectives

As with any big project, your first step before starting should be to set clear goals for what you want to achieve.

Why are you doing this, and what is the desired result? Sit down with your team and talk through these points in order to align with your objectives.

You might have one key objective or several. Some potential options could be:

  • Improve your company’s customer service and support.
  • Gain insights to help inform product development and enhance product offerings.
  • Track brand sentiment across current and potential customers.
  • Develop a deeper understanding of the competitive landscape in your industry, and how your competitors are performing with social audiences.
  • Stay on top of industry events and trends so you can spot content gaps and opportunities ahead of time.

Whatever your goals are, make sure you have them set from the beginning so you have clarity as you move forward.

2. Pick Your Tool Of Choice

While social listening can technically be done manually, it will never be as comprehensive as what you can get from leveraging a tool or platform.

Social media listening tools, like the ones we highlighted above, are able to synthesize data from millions of sources at once – not to mention their abilities to analyze sentiment, identify trends, spot activity, and more.

So, while they typically come with a price tag, the good ones are worth their weight in gold.

Do your research and choose a tool that aligns with your objectives and your team’s budget.

Look for something that monitors many different touchpoints, offers comprehensive analytics, is customizable, and integrates with your existing tech stack (if necessary).

3. Identify Target Keywords And Topics

This step is crucial: Take the time to define the keywords, topics, and hashtags that you want to “listen in” to – as these will provide the basis for your listening efforts.

Be sure to include keywords and themes that are relevant to your brand but also your industry, so that you get information that’s most useful to you. You could also discuss any keywords or topics you might want to exclude and why.

These might evolve or change over time, and that’s okay – this is about setting up a well-considered and focused foundation based on what matters most right now, and what will help you achieve your goals.

4. Decide On Your Workflow

Who will be responsible for monitoring your social listening data? Who should be responding to relevant mentions? Whose job is it to analyze the data and report on learnings and progress?

These are all things you should consider early on so that you can develop a clear workflow that outlines responsibilities.

By establishing the process early on, you’ll make sure that your efforts are not in vain and that you’re able to really put your data to use.

One recommendation: Make sure that somebody is regularly monitoring conversations and engaging where necessary. You should be keeping a keen eye on your listening activity – and automated alerts can be very helpful here.

5. Adapt As Needed

As part of the workflow we just discussed, somebody (or several people) should be responsible for routinely analyzing the data you’re collecting – as, unfortunately, it won’t analyze itself.

Set up a consistent process for diving into your data, extracting insights, and then acting on them.

There’s no point in allocating resources to a social listening program if you’re not using the learnings to benefit your business.

So, be sure to adapt your content strategy, marketing efforts, customer service, and so on based on what the insights are telling you.

6. Don’t Forget Measurement

We all know the importance of social media measurement – and this extends to your social listening efforts.

As time goes on, continue to measure the success of your efforts against the goals and objectives you set out for yourself.

This will help you evaluate the impact of your social listening, and whether there are areas you should pivot or refine based on the data you’re seeing.

You can also track social engagement metrics over time to see if your learnings have provided a boost in your social performance as a whole.

In Conclusion

With millions of conversations happening all around us on social media, any brand that isn’t engaging in social listening is missing a major opportunity.

By taking the time to proactively (and attentively) listen to your audience and target consumers, understand them better, and put their feedback to use, you can drive considerable success for your business.

So, take some of the advice we’ve shared here and start building out your social listening strategy today!

More resources: 


Featured Image: batjaket/Shutterstock

FAQ

What is the significance of social listening for modern businesses?

Social listening plays a pivotal role for modern businesses by offering critical insights into audience behavior, industry trends, and brand perception. By analyzing conversations on social media related to their brand or market, companies can adequately respond to customer feedback, adapt their marketing strategies, and anticipate consumer needs. It not only aids in shaping product development and content strategy but also enhances customer service, reputation management, and competitive analysis. This strategic approach empowers businesses to make informed decisions based on the direct sentiments and unfiltered conversations of their target audience.

Can you differentiate between social monitoring and social listening?

Social monitoring and social listening are distinct yet complementary components of a comprehensive social media strategy. Social monitoring is more tactical, focusing on tracking and responding to direct brand mentions, queries, and specific conversations related to immediate issues. Its objective is to maintain awareness of what’s currently being said about a brand and to participate in these conversations promptly. Social listening, on the other hand, employs a broader, more strategic approach. It goes beyond mere tracking, analyzing the underlying sentiments, causes, and implications of social discourse to extract actionable insights. This process not only involves engagement but also a deep analysis of consumer behavior patterns and industry trends for a long-term strategy formulation.

Which social listening tools are recommended for businesses to utilize?

For businesses looking to execute an effective social listening strategy, a variety of tools are available that can help streamline the process. These include:

  • Hootsuite: Offers custom streams to monitor social conversations and sentiment, alongside integrations for broader consumer research.
  • Sprout Social: Features a Smart Inbox to consolidate social interactions for monitoring. It also provides tools for audience and competitor analysis.
  • Brandwatch: Analyzes brand mentions from an extensive range of sources, offering AI-powered sentiment analysis and trend spotting.
  • Meltwater: Monitors various feeds, from mainstream social media to Reddit and podcasts, enabling comprehensive analysis.
  • Talkwalker: Provides monitoring and analytical capabilities over a broad spectrum of online platforms, backed by AI sentiment analysis.

Businesses should select a tool that aligns with their specific needs and objectives, focusing on features like comprehensive analytics, broad monitoring capabilities, and the ability to integrate with existing technological infrastructure.

 

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GA4 Update Brings Alignment With Google Ads Targeting

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GA4 Update Brings Alignment With Google Ads Targeting

Google announced an update to the advertising section within Google Analytics 4 (GA4).

The enhancement aims to clarify and align user counts eligible for remarketing and ad personalization.

Under the change, advertisers can now quickly view the size of their “Advertising Segments” within GA4’s interface.

These segments represent the pool of users whose data can be leveraged for remarketing campaigns and personalized ad targeting through products like Google Ads.

Improved Synchronization For Unified Insights

Previously, there could be discrepancies between the user counts shown as eligible for advertising use cases in GA4 and the Google Ads Audience Manager.

With this update, Google says the numbers will be fully aligned, allowing marketers to confidently make data-driven advertising decisions.

Expanding Advertising Segment Visibility

Along with the alignment fix, the update expands visibility into advertising segment sizes within the GA4 interface.

A new “Advertising segments” panel under the “Advertising” section reports the number of users GA4 collects and sends to ad products for personalization.

An “advertising segment” is a list of GA4 users synchronized with Google advertising products for remarketing and personalized ad targeting purposes.

Segment sizes can vary based on targeting requirements for different ad networks.

Why SEJ Cares

This update from Google addresses a key pain point for advertisers utilizing GA4 and Google Ads.

Full alignment between advertising audience sizes across products eliminates confusion and enables more data-driven strategies.

The added transparency into advertising segment sizes directly in GA4 is also a welcomed upgrade.

How This Can Help You

With aligned user counts, advertisers can plan and forecast remarketing campaigns with greater precision using GA4 data.

This unified view means you can make media investment decisions based on accurate reach projections.

Additionally, the new advertising segments panel provides extra context about the scope of your audiences for ad personalization.

This visibility allows for more informed strategies tailored to your specific segment sizes.


Featured Image: Lightspring/Shutterstock



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OpenAI’s Rockset Acquisition And How It May Impact Digital Marketing

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OpenAI's Rockset Acquisition And How It May Impact Digital Marketing

OpenAI acquired a technology from Rockset that will enable the creation of new products, real-time data analysis, and recommendation systems, possibly signaling a new phase for OpenAI that could change the face of search marketing in the near future.

What Is Rockset And Why It’s Important

Rockset describes its technology as a Hybrid Search, a type of multi-faceted approach to search (integrating vector search, text search and metadata filtering) to retrieve documents that can augment the generation process in RAG systems. RAG is a technique that combines search with generative AI that is intended to create more factually accurate and contextually relevant results. It’s a technology that plays a role in BING’s AI search and Google’s AI Overviews.

Rockset’s research paper about the Rockset Hybrid Search Architecture notes:

“All vector search is becoming hybrid search as it drives the most relevant, real-time application experiences. Hybrid search involves incorporating vector search and text
search as well as metadata filtering, all in a single query. Hybrid search is used in search, recommendations and retrieval augmented generation (RAG) applications.

…Rockset is designed and optimized to ingest data in real time, index different data types and run retrieval and ranking algorithms.”

What makes Rockset’s hybrid search important is that it allows the indexing and use of multiple data types (vectors, text, geospatial data about objects & events), including real-time data use. That powerful flexibility allows the technology to interact with different kinds of data that can be used for in-house and consumer-facing applications related to contextually relevant product recommendations, customer segmentation and analysis for targeted marketing campaigns, personalization, personalized content aggregation, location-based recommendations (restaurants, services, etc.) and in applications that increase user engagement (Rockset lists numerous case studies of how their technology is used).

OpenAI’s announcement explained:

“AI has the opportunity to transform how people and organizations leverage their own data. That’s why we’ve acquired Rockset, a leading real-time analytics database that provides world-class data indexing and querying capabilities.

Rockset enables users, developers, and enterprises to better leverage their own data and access real-time information as they use AI products and build more intelligent applications.

…Rockset’s infrastructure empowers companies to transform their data into actionable intelligence. We’re excited to bring these benefits to our customers…”

OpenAI’s announcement also explains that they intend to integrate Rockset’s technology into their own retrieval infrastructure.

At this point we know the transformative quality of hybrid search and the possibilities but OpenAI is at this point only offering general ideas of how this will translate into APIs and products that companies and individuals can create and use.

The official announcement of the acquisition from Rockset, penned by one of the cofounders, offered these clues:

“We are thrilled to join the OpenAI team and bring our technology and expertise to building safe and beneficial AGI.

…Advanced retrieval infrastructure like Rockset will make AI apps more powerful and useful. With this acquisition, what we’ve developed over the years will help make AI accessible to all in a safe and beneficial way.

Rockset will become part of OpenAI and power the retrieval infrastructure backing OpenAI’s product suite. We’ll be helping OpenAI solve the hard database problems that AI apps face at massive scale.”

What Exactly Does The Acquisition Mean?

Duane Forrester, formerly of Bing Search and Yext (LinkedIn profile), shared his thoughts:

“Sam Altman has stated openly a couple times that they’re not chasing Google. I get the impression he’s not really keen on being seen as a search engine. More like they want to redefine the meaning of the phrase “search engine”. Reinvent the category and outpace Google that way. And Rockset could be a useful piece in that approach.

Add in Apple is about to make “ChatGPT” a mainstream thing with consumers when they launch the updated Siri this Fall, and we could very easily see query starts migrate away from traditional search engine boxes. Started with TikTok/social, now moving to ai-assistants.”

Another approach, which could impact SEO, is that OpenAI could create a product based on an API that can be used by companies to power in-house and consumer facing applications. With that approach, OpenAI provides the infrastructure (like they currently do with ChatGPT and foundation models) and let the world innovate all over the place with OpenAI at the center (as it currently does) as the infrastructure.

I asked Duane about that scenario and he agreed but also remained open to an even wider range of possibilities:

“Absolutely, a definite possibility. As I’ve been approaching this topic, I’ve had to go up a level. Or conceptually switch my thinking. Search is, at its heart, information retrieval. So if I go down the IR path, how could one reinvent  “search” with today’s systems and structures that redefine how information retrieval happens?

This is also – it should be noted- a description for the next-gen advanced site search.  They could literally take over site search across a wide range of mid-to-enterprise level companies. It’s easily as advanced as the currently most advanced site-search systems. Likely more advanced if they launch it. So ultimately, this could herald a change to consumer search (IR) and site-search-based systems.

Expanding from that, apps, as they allude to.  So I can see their direction here.”

Deedy Das of Menlo Ventures (Poshmark, Roku, Uber) speculated on Twitter about how this acquisition may transform OpenAI:

“This is speculation but I imagine Rockset will power all their enterprise search offerings to compete with Glean and / or a consumer search offering to compete with Perplexity / Google. Permissioning capabilities of Rockset make me think more the former than latter”

Others on Twitter offered their take on how this will affect the future of AI:

“I doubt OpenAI will jump into the enterprise search fray. It’s just far too challenging and something that Microsoft and Google are best positioned to go after.

This is a play to accelerate agentic behaviors and make deep experts within the enterprise. You might argue it’s the same thing an enterprise search but taking an agent first approach is much more inline with the OpenAI mission.”

A Consequential Development For OpenAI And Beyond

The acquisition of Rockset may prove to be the foundation of one of the most consequential changes to how businesses use and deploy AI, which in turn, like many other technological developments, could also have an effect on the business of digital marketing.

Read how Rockset customers power recommendation systems, real-time personalization, real-time analytics, and other applications:

Featured Case Studies

Read the official Rockset announcement:

OpenAI Acquires Rockset

Read the official OpenAI announcement:

OpenAI acquires Rockset
Enhancing our retrieval infrastructure to make AI more helpful

Read the original Rockset research paper:

Rockset Hybrid Search Architecture (PDF)

Featured Image by Shutterstock/Iconic Bestiary

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Results-Driven SEO Project Management: From Chaos to Cash

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Results-Driven SEO Project Management: From Chaos to Cash

Making a profit in SEO relies on good project management. That means doing things that get results rather than just drowning yourself in endless tasks.

Below, I’ll walk you through a 7-step process to do exactly that.

Having clear goals keeps your team unified toward a specific direction. For example, if your boss allocates $5,000/month for the SEO project, you need to translate this into meaningful results and milestones you can report on. 

A goal you can easily set is to increase the website’s organic traffic value. This is a metric unique to Ahrefs that estimates a dollar value of SEO traffic. 

If you invest $5,000/month in SEO for six months, you could aim to increase your website’s organic traffic value by $30,000 ($5,000 ✕ 6 months). 

This isn’t the most accurate method because traffic value doesn’t necessarily correlate with real-world revenues, but it works as an easy starting point for setting targets. 

A better solution is to use conversion data and average order or deal value to set goals around delivering a return on investment. You can find these metrics in your analytics tool, like Google Analytics, if conversion tracking is set up: 

Tracking conversion rate and average order value in Google Analytics.Tracking conversion rate and average order value in Google Analytics.

Sidenote.

If you don’t have access to conversion metrics like this, to be conservative, use 1% as a ballpark conversion rate and the cheapest product or service price for the average order value.

Using these metrics, you can calculate the number of sales needed to break even on the SEO campaign.

# of monthly sales to break even = monthly SEO cost average order value 

Since this project’s monthly SEO cost is $5,000, we’ll need to grow sales from organic traffic by 32.25 for each month of the project’s duration. 

Here’s the formula to discover roughly how much traffic or projected organic sessions you’ll need: 

projected organic sessions = transactions needed to break even conversion rate

So in this example, we divide 32.25 transactions by the conversion rate of 0.86% to learn that we need at least 3,750 organic monthly sessions to break even. Of course, not all traffic is created equal, so keep that in mind going forward. 

So far, so good! (Save this number, we’ll need it in a moment). 

In many cases, the timeline will be decided for you by your boss or client. For instance, if you take on a client with a six-month contract, that’s the timeframe in which you generally have to deliver results. 

The question at this stage is whether it’s possible to reach your performance goal in that time. 

Truthfully, there’s no way to know for sure, but you can look to your competitors for an idea. 

Sure, you have no idea what their SEO budgets are (they could be spending 10x what you are), but if you see multiple competitors of a similar caliber getting similar results over a similar timeframe, that’s a good sign. 

For instance, in its first six months of SEO, Webflow reached just shy of 24,000 organic monthly traffic, with a traffic value of $76,510 (according to Ahrefs). 

Webflow's SEO performance in the first 6 months.Webflow's SEO performance in the first 6 months.

By comparison, Duda’s first-year performance is also fairly close to Webflow’s.

Duda's SEO performance in the first 6 months.Duda's SEO performance in the first 6 months.

So, if these are your competitors and your target is to reach a traffic value of $30,000 in six months or to increase monthly traffic by 3,750 sessions, it certainly seems achievable. 

If you don’t see competitors hitting your target in your timeframe like this, you’ll need to rethink your goals and communicate them to key stakeholders. Communication is critical for setting the right expectations with your boss or clients. 

Now that you’ve set an achievable goal for the project timeline, the next step is to plan what tasks actually need to be done to get you there. 

You’ll need to spend some time on strategic tasks to help you determine the correct implementations for the project. 

Don’t be tempted to skip this part!! 

If you don’t spend enough time on strategic tasks like competitor analysis, keyword research, and auditing the current website, no matter how much action you take, it’ll be useless if you’re heading in the wrong direction. 

But don’t overdo it, either. You need to balance strategy with implementation to get results. 

For example, there’s generally a notable difference in performance between a project that spends one month on strategy and publishes content ASAP compared to a project that front-loads strategic tasks and implements content a few months later. 

SEO project management strategy differencesSEO project management strategy differences

I recommend spending ⅙ of the project timeline on strategy and ⅚ on implementation for the best balance. 

As for what specific tasks you can plan, there are many things you could focus on here. The right things for your website will vary depending on your available skills and resources, plus what’s working best in your industry… but here’s where I’d start, given that the target is to increase traffic. 

a) Fill content gaps

Start by finding pages that deliver traffic to competitors that your website doesn’t have. 

Using Ahrefs’ Competitive Analysis tool, make sure you select the “keywords” tab and then enter your website along with a handful of your top competitors, like so: 

Adding competitors to Ahrefs' Competitive Analysis report .Adding competitors to Ahrefs' Competitive Analysis report .

Then check out the results to find topics your competitors have written about that you haven’t. Make sure you qualify the topics according to what has business value for you. 

For instance, let’s look at design-related keywords that Wix or Squarespace rank for but Webflow doesn’t.

Finding keywords competitors rank for that your website doesn't.Finding keywords competitors rank for that your website doesn't.

Many of these keywords hold very little business value for a company like Webflow, like any related to logo makers and generators. However, keywords related to design trends and principles might be topics Webflow can consider for its blog since designers are a staple part of its audience demographic. 

For topics that have business value, create new content targeting these keywords. 

There can be a lot of data to sift through here, so I recommend my content gap analysis template for a faster and smoother process 😉 

b) Boost authority of top pages

This task is about identifying which of your content is already performing well and sending more internal links and backlinks to those pages. 

You can find the best pages to promote by using the Top Pages report in Site Explorer. Here you’ll see which pages on your site get the most traffic: 

Using Ahrefs' Top Pages report to quickly identify pages with the most traffic on your website.Using Ahrefs' Top Pages report to quickly identify pages with the most traffic on your website.

Then, navigate to the Internal Link Opportunities report in Site Audit. You can set an advanced filter to narrow down the opportunities to the pages you care most about. Check out the suggested anchor text and keyword contexts and implement all the internal links that make sense in your content. 

Ahrefs' Internal Link Opportunities report.Ahrefs' Internal Link Opportunities report.

You should also build backlinks to these pages. You can use the Competitive Analysis report again, but this time, set it to referring domains or pages. 

Sidenote.

Setting it to referring domains will give you a list of websites you can add to an outreach list. Setting it to referring pages will give you the exact URLs where the links to your competitors are. These links can be included in outreach messages to make them more customized.

Also, instead of using the homepage, add the exact page you want to link to and compare it to your competitors’ pages on the same topic. Make sure you set all pages to “exact URL” to get the page-level (instead of website-level) backlink data. 

Using Ahrefs' Competitive Analysis report to find backlink gaps.Using Ahrefs' Competitive Analysis report to find backlink gaps.

There are many different backlinking techniques you can consider implementing. Check out our video on how to get your first 100 links if you’re unsure where to start: 

c) Update content with low-hanging fruit opportunities

For an established website with a decent amount of existing content, you can also look for opportunities to quickly update existing content and boost performance with little effort. 

In Ahrefs’ Site Explorer, check out your pages that are already ranking in positions 4-15 by using Opportunities > Low-Hanging Fruit Keywords: 

Finding low hanging fruit keyword in Ahrefs.Finding low hanging fruit keyword in Ahrefs.

Find pages with many keywords in this range and try to close topic gaps on those pages. For example, let’s take our post on affiliate marketing and look at its low-hanging fruit opportunities. 

We could isolate similar keywords that don’t already have a dedicated section in our article, like the following about becoming an affiliate. 

Example of low hanging fruit keywords to add to an article.Example of low hanging fruit keywords to add to an article.

These are already hovering around the middle of page one on Google. With a small, dedicated section about this topic, we can likely improve rankings for these keywords with minimal effort. 

Most tasks aren’t a one-time thing. For example, you’ll probably create or update multiple pieces of content during an SEO project. 

So, the next step is to create a library of repeatable task templates that you can duplicate in your project. 

Example of SEO task templates using ClickUp.Example of SEO task templates using ClickUp.
Source: Screenshot taken in ClickUp

If you don’t do this and just assume your team knows what to do, it can cause chaos, and there’s a high chance your project won’t succeed. 

Here’s what you should add to each task template: 

  • Who → assignees, reviewers, watchers, key stakeholders
  • What → what’s the goal of the task + what exactly needs to be done
  • When → dates to start and finish a task, estimated hours to complete
  • Where → what tools should be used, where should deliverables be added, where can templates/relevant info be found
  • Why → connect the task to a strategic objective
  • How → SOP or process outlined in a clear and detailed brief

Obviously, the exact details for some of these will need to be filled in on a task-by-task basis as you duplicate them into your project. For example, instead of assigning the template tasks to a specific person, indicate the role that is responsible for the task until you’re ready to assign it to someone. 

Likewise, with the due dates. In the template, instead of adding exact due dates, indicate an estimated length of time each task should take and a general rule for when the task is due after it’s been assigned. 

Not every project will need every task, so the idea is to pull in what’s required as needed and have the bulk of the info pre-filled to reduce the time it takes to brief the task. 

With your tasks set and templates created, it’s now time to start doing.

This is where things can often fall apart unless you distribute responsibility and ownership of tasks and processes throughout your team. 

SEO project management doesn’t fail because there aren’t SOPs and processes in place. It fails because the people executing the processes aren’t given ownership of them.

Mads SingersMads Singers

Here are 3 reasons why this can happen: 

  1. Without clear ownership, all team members rely on you for approvals before they can complete a task or start another. It slows everything down, and very little gets done efficiently.
  2. A “not my job” mentality can take root in your team. Unless team members take ownership of their tasks, you will be responsible for micromanaging everything to ensure your team is doing what it’s supposed to be.
  3. The people best placed to decide upon and update processes aren’t the ones doing so. They’re just doing whatever “management” tells them to do even if they see a better way.

You can solve the first two problems by clearly identifying who is responsible for specific tasks and processes and allowing them to get on with those tasks without having to run every tiny thing through you. 

You can solve the third problem by letting the people on the ground decide how their tasks are done and giving them responsibility for updating SOPs and relevant task templates. This again frees up your time and attention to focus on strategy, not micromanaging. 

PRO TIP

It also helps to break up bigger tasks into sub-components when multiple people are involved, like: 

  • Briefing → SEO Strategist or Account Manager
  • Implementation → often, a non-SEO professional like a writer, developer, or designer 
  • Review → Senior SEO
  • Final approval → Client
Example SEO project management timelineExample SEO project management timeline

For the love of all things good, please don’t manage SEO projects via email. It’s horrible. 

Invest in setting up a proper project management tool to scale with you. Consider your needs before you start planning all your tasks and projects. 

There’s no tool that’s best for everyone, but I recommend you check out Asana, ClickUp, or Monday to get you started. 

In any of these tools, you can easily set up separate projects and task templates. For example, here’s a basic setup of the first month’s tasks you can consider in Clickup: 

Example of Month 1 SEO tasks created in ClickUp.Example of Month 1 SEO tasks created in ClickUp.

Within each task, you can pre-fill certain fields and add a description, like so: 

Example of a task template for SEO project management.Example of a task template for SEO project management.

This is where you can add your brief, relevant links, and the essential details needed to turn the task into a template. Of course, there are nuances of how this works between different project management tools, but the basic idea remains the same. 

It’s worth spending time setting up your tasks and templates correctly so you can save time down the track as your project or team grows. 

The last piece of this framework is tracking resources spent and results achieved. 

Tracking resources

The easiest way to track resources is to create custom fields in your project management tool that measure specific resources allocated for each task. Some tools also let you build out reports to see how your resource allocation is going across different time frames, teams, or projects. 

The types of resources you might consider tracking include: 

  • Cost of the task
  • Planned time allocated
  • Actual time spent
  • Cost of tools required to do the task
  • Credits the task is worth (if you use a credit system)
  • Sprint points (if you work in sprints)

For more in-depth insights on where your resources are going, consider tagging tasks according to whether they’re strategic, implementation, or administrative. This way, you can quickly and easily spot imbalances like investing too much in tasks that don’t contribute to results. 

Tracking results

Measuring your results requires going beyond your project management tool and using a combination of your analytics software and an SEO tool like Ahrefs. 

When you start working on a new campaign, make sure you record a benchmark of the existing performance of the website. Then, keep regular tabs on the metrics that matter for the project and performance milestones you’ve achieved along the way. 

For example, you can use Ahrefs Webmaster Tools to monitor performance across your entire portfolio for free. 

The dashboard allows you to quickly see how performance is trending for key SEO metrics across all projects you’ve added: 

Ahrefs' dashboard showing quick performance stats across multiple projects.Ahrefs' dashboard showing quick performance stats across multiple projects.

Key Takeaways

Results-driven SEO project management starts with the end in mind and works backward. It doesn’t assume you’ll see performance improvements just because you’re doing lots of stuff. 

Instead, it is very intentional about figuring out exactly what needs to be done and linking those actions to realistic and achievable outcomes. 

In the words of Mads Singers: 

The starting point is figuring out how to deliver a return on investment. This is the most important thing. Then it’s about giving your team ownership and control over the tasks related to their roles. 

Once these foundations are in place, only then is it about documenting processes. But it shouldn’t be a business owner or manager who does the documentation. Processes should be owned by the people doing the work and who can keep SOPs current.

Mads SingersMads Singers

The process shared above allows you to do all of this and more. If you have any questions about your SEO project management goals or processes, feel free to contact me on LinkedIn anytime. 

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