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For many websites, SEO is the main channel bringing in traffic, leads and sales. However, at the same time, while often paid search is being outsourced to professionals, the organic channel remains in house maintained by the marketing department as nothing more than a side project.

If your site depends on organic traffic, why do you treat #SEO like a #sideproject? Click To Tweet

In this post I’d like to give an idea on how to make sure you stay on top of your productivity, applying a framework I’m personally using with my SEO consulting clients, called ERICA:

ERICA is an acronym representing what I believe are the most important ingredients for a successful organic SEO workflow:

Evolution – depending on your strategy, aiming for a positive evolution of organic traffic to your site must be one of your top priorities. At all times, you should know how your organic traffic is evolving, so you can quickly react towards competitors taking over your rankings, or try to resolve traffic drops happening due to Google algorithmic changes or negative SEO attacks.

Research – SEO is really about researching a whole lot of things, starting from the pretty well known keyword research in order to figure out what your users are searching for, to the less known research of ranking contents and their common elements, and in-depth competitor research in different markets.

Interlinking – links are important as a main ranking signal for Google, link building is far from being dead. What’s very often overlooked, apart from external backlinks, is how even internal links (from your blog posts to your different internal pages) can help Google understand your site, and boost your rankings.

Content – every piece of content must be written with an intent in mind. Nothing to add here I guess, just don’t write posts for the sake of writing posts, and expect to attract traffic. The “content” step of ERICA makes sure content matches search intents, and discovers untapped potential and content gaps.

Action steps – make sure someone is held accountable for ongoing SEO efforts. Ideally, this should be an external consultant holding a person on your team accountable for SEO, checking in a couple of times a month on your organic progress, and helping you streamline SEO efforts for better outcomes.

#ERICA helps you to stay on top of your #SEO game! Click To Tweet

How do you make sure your SEO efforts stay productive?