10 SEO SOPs That Enable Revenue Growth

AJ Saunders Profile Picture

Written by on 08 Jun 22

Filed under: SEO (Search Engine Optimization)

Every business uses processes. I often talk about how learning to build SOPs (standard operating procedures) changed my life. And while you might have some SOPs for your business, I wanted to give you a few SEO SOPs that help grow revenue.


The idea of SOPs is that the majority of people should be able to follow the steps and complete the task to an adequate level without needing micro-managing or advanced skills.


Mcdonald’s, Starbucks, and Dominos pizzas, all use SOPs to ensure consistency across multiple locations while keeping overheads under control. Not only do they work, but they can transform your small business.


And while marketing is part art, part science, we can still use SOPs to maximize our efforts and ensure we don’t waste brain power on repetitive tasks. Hence the need for some SEO SOPs that’ll help you generate more revenue from your website.



What is an SOP?

I think of SOPs (standard operating procedures) as checklists on steroids. The concept of building business processes grew in popularity thanks to The E-Myth Revisited by Michael E. Gerber, an essential read for all small business owners.


I read the book years ago. Then, last year I met Cristina from Bee Productive, who coached me to build SOPs for my business. Working with her was game-changing.


Basically, she showed me how to take a task and create a checklist of the steps involved in completing that task. I could give that SOP document to anyone to follow, well that’s the idea.



What do good SEO SOPs look like?

To create good SEO SOPs, you need to follow a basic structure. It starts by stating the purpose of the SOP. Next, define who is responsible for checking the task gets done.


Next, list any tools, software, or documents the user needs access to that are required to complete the task.


Now for the meat. Under this preamble comes the steps that the user must follow to complete the task. It can be a numbered list of instructions, images, or a mixture.


Finally, it lists any internal and external references that will help the user during the task.



digital marketing sops



Always test your SOPs

Before giving your SEO SOPs to your employees, it’s worth hiring someone to complete a dummy task and ask for feedback. Some business owners will ask them to film their trial run, so they can see where they get stuck or have issues.


It’s best not to try your brand spanking new SOP for the first time on a live website. Well, not unless you’re completely confident. Otherwise, you might create additional issues you need to fix. And all without realizing it!



#1 Upload a new blog post

Quite often, the person who writes the blog post isn’t the person who uploads it to the website’s CMS and hits the publish button. A defined process ensures continuity between every post and page regardless of the writer.


Steps worth including:



You probably want this SOP to include a fail-safe step where the editor does a final check before scheduling the post.



#2 Re-optimize old blog post

Not every post or page you publish will rank in the top spot. Sometimes, you’ll need to try a new keyword to even get the post to appear on the first page of the search results. So it’s vital to have an SEO SOPs for re-optimizing old content.


Steps worth including:



You’ll want your SOP to work alongside your keyword map as you can use this spreadsheet to record any updates you make to posts and pages. If you don’t have a central document, it’s worth building one and noting down when you update your website.



#3 Adding a new page

Whether you’re creating a new page or a group of them, having a checklist ensures you’re always set up for success.


Steps worth including:



Building pages can be tricky as you might want a custom element or two that will take time to code. So you want the SOP to cover the basics, allowing whoever is completing the task to focus on the creative element.


Don’t worry too much about the nuances of each potential page type. Instead, focus on providing an easy-to-follow roadmap.



seo process documents



#4 Removing a page or post

Many website owners wrongly believe they can delete a page, and that’s the job done! Sadly, it’s not that simple.


Steps worth including:



The user experience! If you delete a page/post, you must redirect visitors somewhere else. Don’t let your visitor see a 404 page. Also, many forget Google offers a way to quickly remove pages/posts using the removal tool in Google Search Console.



#5 Rank tracking report

You already know that if you’re not ranking in the top 3 spots, you’ll struggle to get decent traffic to your website. So, you need to be running weekly rank tracking reports.


And while you can use software to do the heavy lifting, you should have a centralized document for your content plan. It might be hard to automate updating this document, and that’s why you need this SEO SOP!


Steps worth including:



You’ll need to figure out how big jumps in rankings should be reported to you, allowing you to investigate quickly and build a new strategy to regain your rankings.


Also, you might find it beneficial to know how many keywords are in the top 3, top 10, and top 50. It could be worth knowing how many keywords have increased in the SERPs since the last report and the amount that have decreased.



#6 Adding new internal links to existing posts/pages

Without internal links, Google won’t be able to find new pages or posts, so they are critical to ranking. The more internal links you have, the easier it is to find things, meaning visitors will stick around longer.


Steps worth including:



Internal links are powerful, and so you want to keep on top of adding them. it’s likely your content calendar focuses on a few topics, making it easy to create internal links without thinking.


You might want to optimize anchor text so that a certain percentage includes the keyword and the rest are generic. If this is the case, you’ll need to find a way to communicate this within your SOP.



creating business seo sop



#7 Keyword research

I admit this isn’t a single process and so you might end up with multiple documents. In my case, I currently have 7 SOPs for keyword research, including ones for analyzing and validating keywords.


So I advise you to break each keyword research method you use into its own SOP document.


Steps worth including:



How you can make it easy to find ideas, sort the information and save it in a central document. What outcome do you expect from following the SOP, and that this is just the first step in the process.


You might need to coach your employee at the start to get the best outcome from the SOP and them. However, having a process document will help you speed up the procedure.



#8 Validated new keywords

Finding new keyword ideas is a creative task. Sorting and validating them is a logical task. So, it’s worth splitting your keyword research into two or more steps and having SEO SOPs for every part of the process.


Steps worth including:



What is the sweet spot? Is it a keyword difficulty of under 40? Or are only going to target keywords with a volume of 10 or over 500?


By stating what characteristics the ideal keyword has, you make it easier for others to replicate your process and find a ton more.



#9 Blog post outline

I’m a massive fan of templates and outlines, especially when writing blog posts. They help speed up the process of writing and ensure if you’re working with writers they have enough structure to produce a killer piece of content.


Steps worth including:



When creating an SOP that makes it easy to produce blog outlines, consider the writer who will have to use the resulting brief. Does the process make it easy for them to write engaging content? Is there too much structure or just enough? Don’t forget the end-user!



wordpress sops



#10 Monthly WordPress update

According to research by Kinsta, WordPress powers over 43% of all websites currently online. So, it’s important to manage your WordPress CMS as a badly configured or updated one is easy to hack.


Steps worth including:



How often you should check for updates. For most websites, monthly is fine. If you’re publishing new content every day or multiple times a way, you’ll want to check for updates weekly.


Don’t wait to install new updates as you could be putting your website at risk. Instead, use this SOP to ensure the job gets done often.



Using SEO SOPs to grow revenue

I know the idea of creating process documents, to some people, is as appealing as watching paint dry. However, if you want to generate more income from your website, having SOPs is the only way.


With the right SEO SOPs, you can ensure your efforts aren’t wasted, and your creativity is allowed to flow. SOPs are a way to remove yourself from a task as you’re following a checklist. You, therefore, free up your energy to focus on creative tasks.


So while it might not be the most entertaining task to do within your business, creating SEO SOPs and process documents is worth the time and effort.

Last month Izabela saw her search traffic from Google increase by 400% using 3 SEO tips we taught her.

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