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Topp 10 SEO-prioriteringar för din första vecka som ny marknadschef

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Top 10 SEO Priorities For Your First Week As A New Marketing Manager

As a new marketing manager, the first week can feel like a whirlwind of attempting to understand the people, processes, technologies, and campaigns under development.

When you couple that with “owning the SEO” side of the department, one may ask themselves, Where do I even start?

Given that SEO isn’t a one-and-done initiative, you’re on the lookout for the highest impact actions you can take to set the foundation for your longer-term SEO success.

The recommendations here are from a marketer’s perspective at a mid-sized, multi-location business.

The most important objectives in the first week are to understand your organizational, departmental, and team goals.

These north stars ensure alignment with your teammates and organizational mission before you can start executing.

Along with getting to know your team and the resources available, here are the systems to prioritize and ensure are providing accurate data.

Annons

1. Install Website And Conversion Analytics

It will take you more than a week to audit your analytics systems and ensure that your session and conversion data are 100% accurate. However, having any level of analytics tracking is better than nothing.

At a baseline, make sure Google Analytics tracking is firing on your website, landing pages, and blog.

If your website is hosted on one CMS and your blog on another, you’ll need to check both places to ensure tracking is configured properly.

GTM/GA Debugger is my favorite free browser-based tool for quickly debugging erroneous or duplicative GA and GTM tracking code on site.

Run the debugger on your site to ensure you aren’t seeing multiple pageviews firing on every page. Here are a couple of examples that show that the GA or GA4 tag is only firing a single time on the page.

Screenshot from GTM/GA Debugger, April 2022
ga4 debugScreenshot from GTM/GA Debugger, April 2022

If you see multiple pageviews firing on each page, you’ll know you have analytics issues to address down the road.

2. Set Up Google Analytics Alerts

After configuring your baseline analytics, it’s time to set up custom alerts in GA. Alerts are a simple way to get notified if your site sees a sudden dip in traffic or conversions.

Feel free to use this alert configuration for your own site, which you can access in admin settings.

Custom GA AlertsSkärmdump från Google Analytics, April 2022

3. Implement Rank Tracking

You’ll likely spend the first few weeks on the job learning about your buyer, products, competitors, marketing channels, and much more.

One of the easiest-to-understand metrics for helping your team track your SEO performance is overall growth for first page, non-branded Google rankings.

Annons

Theoretically, as you create content, optimize your site, and grow your bakåtlänk portfolio, you should be seeing an increase in first page rankings for non-branded keywords.

During your first week, you can benchmark this value and start to understand what topics/keywords are on the cusp of ranking on the first page of Google.

Consider these keywords as your “low hanging fruit.” If you are looking for a quick win, focus on improving the content on the pages that are about to rank on page one.

Here is an example of a Semrush report tracking these metrics to provide this baseline to your team quickly:

First page Google rankingsScreenshot from Semrush, April 2022

It will likely take you longer than a week to determine the topics you need to build your content and SEO strategy around, but this will at least give you a starting point.

4. Set Up Google Search Console

At a basic level, GSC tracks your ability to get crawled and indexed in Google and highlights potential issues that impact Google’s crawlers from accessing your site.

In your first week, you’ll want to check:

Your sitemaps are submitted, and the volume of pages listed in your sitemaps matches the volume of pages being indexed in Google (as noted in the coverage report).

They will likely never exactly match, but if you see a discrepancy of 50% (of pages in the sitemap vs. valid pages in the coverage report), there could be content quality or technical issues causing Google not to index your site.

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You don’t have any manual actions or security issues.

If you’re unsure what your predecessors did from a marketing or CMS security perspective, check these areas to ensure you’re not being impacted.

Any spikes in impressions or clicks data as listed in the ”search results” report.

Pull the last 16 months of data and note any specific timeframes for when your site saw these impacts within search.

Google Search consoleScreenshot from Google Search Console, April 2022

5. Set Up Brand Mentions Listening

The easiest way to generate bakåtlänkar to your site is by ensuring that any other site that mentions your brand also links to your site.

If you don’t yet have an SEO tool, Feedly follows industry publications and brand mentions.

However, my favorite SEO-specific tool is Semrush’s brand monitoring tool which allows you to track unlinked brand mentions.

Brand monitoring in SemrushScreenshot from Semrush, April 2022

6. Verify Google Business Profile Listings

The complexity in your marketing department increases when you are also responsible for the local digital presence of individual branches, franchises or sales offices.

In your first week, make sure each location has a Google Business Profile page with accurate name, address, and phone number information.

As part of this process, start the claims process for verifying your listings. This can take up to a couple of weeks, so you’ll want to get started.

Annons

7. Set Up Annotations

If you’re fortunate, your predecessor left records of the most important dates in your company’s marketing history, including website launches, CMS migrations, campaign start/end dates, etc.

Some of these records may be stored in Google Analytics Annotations which allow you to leave detailed notes about any events that may impact your traffic, conversion, or revenue data.

In your first week, if nothing else, review the annotations from the last years and add in the date that you started at the company to show the progress you’ve made once you’ve reached the 90, 180, and 365-day mark at the organization.

8. Install Google Tag Manager

The best configuration for most organizations to manage tracking scripts is through Google Tag Manager.

Proper implementation of GTM allows you to see all of the scripts running on your site and the pages that those scripts are firing on.

If you’re coming into a new role without being given clear tech stack documentation, Google Tag Manager can help you what systems are used on-site for tracking, reklam-, and much more.

9. Run A Crawl To Establish Benchmarks

Ideally, by the time you start your new role, you already have a general idea of the web presence of your new organization.

In your first week, run a crawl using ScreamingFrog or another crawling tool to identify the volume of SEO issues to address and get a better sense of your information architecture.

Annons

Whatever crawl tool you use, make sure it can crawl all of the subdomains connected to your site, so you can gather a complete picture of all of the web properties you may be working with.

Here is an example of the kind of visuals to help you understand your information architecture.

Screaming Frog ReportScreenshot from Screaming Frog, April 2022

10. Inventory Your MarTech Stack

As spending on SaaS applications continues to rise, your new organization may use between 20 to 150 different applications across the organization.

You don’t need to know the ins and outs of all of them.

If you can document all marketing and sales tools and their respective uses, you’ll better understand what you can start using right away (vs. going through the purchase process of other tools).

Your first week will fly by. If you can tackle this list, you will have the foundation to track, optimize and launch your upcoming campaigns.

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Featured Image: wear it out/Shutterstock

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SEO

Step-By-Step Guide To Earning Your Google Ads Certification

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Step-By-Step Guide To Earning Your Google Ads Certification

In a world where many people offer services like SEO och Google Ads management, it is important to stand out and be as educated as possible.

Seasoned veterans and new professionals alike can both benefit from Google Ads Certification.

As an industry standard with content tied directly to the Google Ads platform, it is the most trusted credential and source for training in the industry.

What Is Google Ads Certification?

Google Ads certification is a process by which Google recognizes marketers as experts in online reklam-.

After passing Ads certification exams, individuals get a personalized certificate and – if affiliated with a company – can contribute to the company’s Google Partner credentials.

Like many Google products, properties, and initiatives, the program has evolved over the years.

The certification program was standalone and had a cost attached to taking exams.

Annons

That changed with the creation of the Google Partners program and has further evolved with the migration to the Google Academy for Ads in 2018 and, more recently, a rebrand to Skillshop.

Individual certification still works the same way it has for the past several years with training content and exams.

Over the years, the certification has become a minimum or expected requirement for entry-level search marketing roles for agencies and corporations.

Even when I hire someone who will go through our training program, I know that they are willing to invest time and see the importance of taking the step of getting certified is crucial.

Having that base level of subject matter exposure from Google is much more specific than what a school textbook can provide on how Google Ads works.

On top of that, there’s value in being able to affiliate with an individual who is already certified with my agency’s Google Partner account.

This step-by-step guide provides a walkthrough of how to get Ads certified, as it can be a confusing process when doing it for the first time or when coming back only annually or occasionally for recertification.

Step 1: Get Started In Skillshop

Navigate to the Google Ads Certification platform within Skillshop.

Annons

In the top right corner, click “Log In.”

Now, we’re at a critical step right away. We want to ensure that the account you get certified through is the specific one you want to be certified.

If you work for an agency or a company, you’re likely to be required to use your work email address.

Regardless of agency, corporate, or whatever status, you likely want to link your certification to the address you manage Google Ads to keep things simple and clean.

If you haven’t managed Google Ads yet and don’t have an account, you can easily create a new account här to get started.

If you’re a returning user, be careful to find your Skillshop profile and ensure your Google account is still properly linked, so you don’t accidentally take exams in a new account versus recertifying your current account.

The account management piece can be confusing and frustrating as there are separate profiles yet linked accounts between this system and Google’s accounts and Ad management systems.

If you’re interested in your certification counting toward a Google Partners badge, be sure to use your company email address that you use for managing ads for your Google Partner company to link things properly.

Annons

If you’re interested, I encourage you to learn more about the Google Partners program details, requirements, and logistics for getting set up.

Step 2: Select Your Exam

If needed, navigate back through Skillshop to the Google Ads Certifications again to arrive at the page with the list of exam topics.

Screenshot from skillshop.exceedlms.com, July 2022

Here you can find the specific certification you want to start with and click on it.

Within the specific certification, read the overview info.

When you’re ready to dive in, click the Get Started button.

Step 3: Prepare For Exams

Google provides both basic educational info and more extensive training content.

The specific Google Ads certifications include:

  • Sök.
  • Display.
  • Measurement.
  • Video.
  • Shopping Ads.
  • Apps.
  • Ads Creative.

If you’re brand new to Ads and the certification exams, I recommend starting with the Google Ads Search Certification first.

Search ads are typically the most common type of ads a company will run.

But if you are more focused on something like just shopping, then start there.

Annons
Google Ads Search CertificationScreenshot from skillshop.exceedlms.com, July 2022

Training content is tied to each of these specific certifications.

When you click on any of them, you’ll be presented with options to get started, including a quick knowledge assessment and other resources.

You’ll need to plan on investing at least a few hours to go through the training content specialization.

If you’ve been managing Ads campaigns or have deeper exposure, it’s still a good idea to go through the modules – even if you do it faster.

The sample questions are quite helpful; they are written in the same format as they appear on the actual exams.

Unless you have previously been certified and/or have a moderate level of Ads experience, don’t skip the training content!

Step 4: Pass The Assessment

To become certified, you are required to pass the assessment in any of the respective certification specialties.

Your certification will then be awarded for that specific product focus area.

You can stop with one specialization or continue by going through additional specializations until you have mastered and achieved all of those relevant to your desired credentials.

Annons

If you’re an overachiever or love standardized tests, there’s nothing that says you can’t take them all.

Note that if you fail to pass an exam, there’s a waiting period before you can retry. That’s the only real penalty for not passing.

When you have passed one or more assessments, I recommend downloading the digital certificate(s) and saving those, so you have proof of your certification.

Additionally, you can create a public profile page that showcases your mastery.

You can turn the public profile on (if you haven’t already) by clicking in the top right corner of the page and then on “My Account.” You’ll find a toggle switch for “Public” to turn on if you choose by following the prompts.

Slutsats

Google Ads Certification provides a base-level credential for new professionals managing ads.

It also provides an ongoing opportunity for industry veterans to maintain their status and show longevity by keeping certified and staying on top of the platform and best practices changes over time.

Whether seeking your first job in the industry out of school or leveraging the certification for a Google Partners designation, I recommend the program for learning and maintaining education and standard credentials.

Annons

There are other excellent training and education programs available from third parties.

However, the Google Ads Certification still holds weight in the industry and is a common expectation for paid search practitioners to have.

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