In an era dominated by artificial intelligence (AI), the landscape of SEO is evolving rapidly. If you’re an SEO professional eager to enhance your skills and lead high-performing teams, this article is for you. Discover how to streamline processes, orchestrate your team, automate mundane tasks, and pivot your focus for career success.
The Evolution of the Internet and AI
Let’s take a moment to rewind to the 1980s—not for nostalgia about cassette tapes or iconic hairstyles, but to reflect on the birth of the internet. Launched in 1983, it promised a revolution in communication and commerce. Critics abounded, including astronomer Clifford Stoll, who dismissed telecommuting and e-commerce as fleeting trends. Fast forward to today, and we see similar skepticism surrounding AI.
Both the internet and AI are laden with potential yet face scrutiny. As professionals, it’s our responsibility to navigate these changes and understand their impact on our careers and workplaces.
Understanding Change: Satir’s Change Model
Satir’s change model provides a useful framework for understanding transformative shocks like AI. It begins with the status quo, followed by chaos, resolution, integration, and ultimately, a new normal. The internet took over two decades to fully integrate into society. Today, we find ourselves in the chaos phase of AI.
I’ll share a framework that I developed as the VP of SEO at Brainlabs, which has led to a remarkable 110% increase in SEO revenue and the expansion of our team to over 90 SEO experts worldwide.
Streamline the Basics
The first step is to streamline the basics. Ensure that your recurring tasks, such as reporting and communication, are efficient. Align your SEO KPIs with business objectives. This means focusing on metrics like share of voice and customer lifetime value instead of just keyword rankings. This shift will help you gain buy-in from stakeholders and elevate your role from an SEO specialist to a business leader.
Establish a communication cadence with your team, including quarterly road mapping, monthly reports, and weekly syncs. This structure ensures that all stakeholders are on the same page and fosters a collaborative environment.
Orchestrate Your Team
Once the basics are streamlined, it’s time to orchestrate your team. Develop an SEO strategy flywheel that includes quarterly road mapping and stakeholder discovery meetings. Gather insights on available resources and priorities for the upcoming quarter. Build your SEO roadmap around these insights to ensure that your initiatives are relevant and actionable.
Create a playbook outlining workflows, top priorities, and key performance indicators. This document will serve as a reference point for your team, ensuring everyone is aligned and focused on achieving SEO success.
Automate Monotony
Next, let’s discuss automating monotony. Automation doesn’t have to be overly technical. It begins with identifying repetitive tasks and creating structured processes to address them. While AI can handle many functions, it lacks the human touch. As Dharmesh Shah, founder of HubSpot, wisely stated, “Caring more matters more than knowing more in an AI world.” Your ability to empathize and engage with your team will drive innovation.
Reposition Your Focus
Finally, it’s time to reposition your focus. Utilize data analytics tools, A/B testing software, and impact trackers to gain insights that can refine your SEO strategy. Historical data is crucial for training AI models and uncovering new opportunities. By building strong relationships with stakeholders and creating efficient workflows, you position yourself to make a significant impact in your organization.
In conclusion, by streamlining processes, orchestrating your team, automating tasks, and focusing on data-driven strategies, you can successfully grow your SEO career and lead your team in the age of AI.
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