In previous articles, we’ve covered how to select the right SEO/SEM partner and provided the most up-to-date marketing guide for florists:
This article will delve into the best practices for engaging with your SEO team and highlight some common approaches they might use that you should be cautious about. Additionally, we’ll address frequently asked questions that you might encounter when working with an SEO/SEM team.
The Standard SEO/SEM Engagement Process
Most SEO/SEM teams follow a standard playbook when engaging with a new client. While this approach can be effective, it becomes problematic if the team is overly rigid and doesn’t adapt to your specific needs. Typically, the engagement process involves the following steps:
- Running an SEO report on the site.
- Conducting a keyword report to identify target keywords.
- Requesting the correction of site "errors."
- Suggesting numerous changes to the site.
These teams often generate an SEO “report” using automated software, with minimal human analysis. While these reports can be useful, they’re usually overwhelming and not fully tailored to your specific situation. My advice is to focus on key areas first:
- Fixing broken links and correcting structural content issues.
- Ensuring every page has appropriate metadata.
- Adding high-quality content to key pages.
You can use the SEO Report Tool available in your dashboard to easily add metadata to all pages.
Common Questions from SEO/SEM Teams and How to Respond
Here are some of the most common requests and questions you might receive from an SEO/SEM team, along with how to address them:
1. What is the CMS/Software?
Response: The CMS is Flower Store In a Box, a proprietary e-commerce solution specifically designed for florists.
2. Can we have FTP/CPanel access?
Response: No, as this is a dynamic multi-tenant platform, these settings are not available. However, all content can be edited directly in the dashboard.
3. Can you provide access to Google Console/Google Analytics?
Response: We do not have access to these accounts, so we cannot provide access.
4. I need access to the dashboard.
Response: You can grant them access under: Settings :: Manage Users. Be sure to create a unique login for them, so it can be rescinded or edited in the future.
5. I need to create a sitemap.
Response: The sitemap is automatically generated and can be found at: https://<your-domain-name>/sitemap.xml
6. Can I create a product feed?
Response: Yes, you can create multiple product feeds for Google Shopping. Navigate to: Marketing & SEO :: Marketing Tools :: Shopping Feed. After setting up your first feed, you can add products to it. The feed address will be available once set up.
7. How do I edit the Metadata/Content of a page?
Response: Log into the dashboard and visit the website. For any page that can be edited, you'll see a series of red edit buttons. Use these to make the necessary changes.
8. I want to add SEO Suburb Landing Pages.
Response: You can add these pages by going to: Marketing & SEO :: SEO :: SEO Landing Pages
9. How do I edit the Robots.txt file?
Response: This can be done at: Marketing & SEO :: SEO :: SEO Main Settings
10. I need to add a file/script to all pages.
Response: You can do this in the main template by navigating to: Design & Layout :: Main Template
11. How do I add 301 redirects?
Response: The simplest way is by using the 404 error handler: Marketing & SEO :: SEO :: 404 Broken Link Manager
12. I want to change the URL structure of a page.
Response: The URLs are mainly hard-coded into the software, so changing the URL structure is generally not possible. All pages have auto-generated canonical links, and creating new URLs with redirects will not change the canonical link. For this reason, we do not recommend making such changes.
13. How can I track sales?
Response: We integrate with the GTM Data Layer. You can find the guide here: Sales Tracking Guide. Additionally, you can provide a specific conversion script that we can add to the confirmation page.
14. How do I set up a Facebook Pixel and Facebook Catalog?
Response: You can set up a Facebook Pixel here: Facebook Pixel Setup. And set up a Facebook Catalog here: Facebook Catalog Setup.
15. I want to update social media images on the site.
Response: Go to: Marketing & SEO :: Marketing Tools :: Social Media Images
16. How do I update the favicon?
Response: You can update the favicon by navigating to: Marketing & SEO :: Marketing Tools :: Manage Favicon
Final Thoughts
Engaging with an SEO/SEM team can significantly impact your online presence, but it’s essential to manage the engagement effectively. By understanding their requests and knowing how to respond, you can ensure that your website remains optimized without unnecessary complications or costs.
