Being an SEO team lead has a lot of perks, especially in terms of salary. In the US, the average salary for such a position is around $77,000.
However, if you’re paid such a high salary, you’re expected to deliver stellar SEO results. This can be a problem when you see your company’s online presence slipping away like water through your fingers.
This, of course, isn’t just a “you” problem; over 90 per cent of pages fail to secure organic search traffic from Google. For many other reasons, the SEO strategy might fail to work as it was supposed to.
This is a situation that makes every SEO pro want to hit the panic button. However, don't fret just yet. Search engine optimization is all about adapting and evolving. If your search engine rankings are dwindling, it’s time to switch up your strategy, dust off your tools, and dive back into the trenches.
Here’s how you can regain control of your company’s online presence and steer it back in the right direction.
Assess What Went Wrong
If your company’s visibility is dropping, the first step is figuring out why. You’ll need to dive into the data and pinpoint the weak spots.
Is it a sudden algorithm change? After all, Google changes its search algorithm several times a year. Is it a hit from a Google Core update? The last core update was in August 2024. Perhaps your competitors have upped their game while you’ve been coasting?
Take a good hard look at your analytics, and see where the numbers started to go south. Maybe your website’s speed took a nosedive, or perhaps those keywords you once ruled the search engine world with have lost their edge. Once you have a clear picture of what went wrong, you’ll be able to start making some serious moves.
Sometimes, even the best SEO experts on more than the average salary can’t do much alone to fix such problems. If you, too, are not sure as to what exactly seems to be the problem, hire a professional SEO agency to help you out.
These agencies know their way around Google’s search algorithms, even the latest updated versions. Hence, if they can’t help identify your SEO problems, no one can.
Take the case of Shaun Reynolds and his chiropractic business based in Utah. With the help of a Salt Lake City SEO agency, Reynolds was able to grow his business massively. Surely, the agency knew what they were doing, which is why whatever tweaks they made over time worked out. Hence, if such agencies could help Reynolds, there’s no reason why they can’t help you.
If Content is King, Has Your Kingdom Crumbled?
Content is your company’s lifeblood when it comes to search engine optimization. If your online presence is disappearing, it might be because your content is no longer delivering the goods.
Search engines like Google thrive on fresh, valuable content, so it’s essential to evaluate what you’re putting out there. Is it still relevant? Does it address the pain points of your target audience? Worse yet, have you been recycling old content like leftover pizza?
According to Fire Us Marketing, frequently testing and updating your content helps keep it fresh and also in line with current search engine standards. This doesn’t mean churning out posts for the sake of it. Content needs to be strategic, aligned with user intent, and optimized for search engines.
Revisit Your Keyword Strategy
You can’t talk about SEO without bringing up the heart and soul of the entire operation – keywords.
If your online presence is in freefall, it might be because you’re not speaking the language your audience is searching for anymore. Keywords are the backbone of search engine optimization, but just like everything else in the digital world, they evolve.
As the SEO team lead, your job is to ensure that your keyword strategy is still relevant. Conduct fresh keyword research to see what your target audience is searching for now. Businesses that stay ahead of the curve constantly reassess their keyword strategies, so make sure you’re in tune with the latest trends.
Now that you’ve got a game plan, it’s important to remember that SEO isn’t an overnight fix. The road to recovery will require persistence, patience, and continual optimization.
Search engines need time to crawl and index your site after you’ve made changes, so don’t expect instant results. That said, with the right strategy and a seasoned SEO agency working behind the curtains, your company’s online presence will bounce back stronger than ever.
