Category: Digital Marketing | 2 min read

I saw a post on Reddit recently from a new SEO that was just putting their toe in the deep pool that is an SEO career. They had just had an interview and were stressed because they didn't think they answered the questions well.

First, everyone feels this, don't worry. It is perfectly normal to be nervous during a job interview, especially when you are just starting a new career.

While I could give some overall career advice I wanted to focus on one of the questions the person thought they got wrong:

Can you explain to me where you start with an SEO campaign?

The answer they gave was about making sure certain pages were optimized. Not a bad answer to be honest, but not the one I would like to hear.

Start with the goal

You have to start with a simple question: what do you want to achieve?

The vast majority of the time I ask this I get some form of

I want to rank better in Google.

Which is a fair request. SEO can certainly be defined as:

Search Engine Optimisation is the name given to activity that attempts to improve search engine rankings

I'd disagree pretty heavily with that. My main focus is that I don't think that's what you actually want. It honestly feels very vain to me.

My theory is that you want to grow your business. Either with increased revenue or through some other means.

That's where I want to start the SEO conversion: what do you want to achieve? From there I get into a full stage of research. That is, I want to understand HOW I can achieve growth for your company.

This means figuring out who your current customers are, where they come from, what they like, etc. What stage of the funnel will an organic search put the customer? Is it a super long term strategy where SEO might be the tip of the iceberg or are they buying a pair of shoes so a single search could do it? I would also look into competition. What are they doing? How big are they?

There are a lot of questions that come, but they all start with knowing what the actual goal is.

The keyword research, strategy and then optimizations all come from this first step of understanding.

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