As with many disciplines embedded in digital, SEO is ever changing. In the last decade, Google released more than 35 major updates, requiring marketer’s to make significant changes to their content and SEO strategy. Aside from black hat techniques (not recommended), no one tactic is proven to produce notable search results on their own. Instead, today’s search marketing means strategies, tactics, and tools must work together, iteratively.

While it depends on your search objectives, you should start with an audit to ensure your website is search friendly for desktop and mobile and key pages are indexable and optimized. It’s a lengthy process analyzing and scrubbing content, but it helps identify the keywords with the likeliest chance of obtaining that elusive top ranking. Next, formulate a strategy to include the keywords on prized landing pages. Incorporate similar strategies on Facebook, Twitter, LinkedIn (or wherever you post), and you’ll maximize your social optimization. To round out your effort, you’ll want to account for backlinks that matter.

You should live and breathe Google Analytics, leaving no configuration to chance, checking that KPIs are measured across all digital properties. Sometimes you just need to tweak filters or goals, while other times the solution is more drastic, like configuring macro tags in unusual ways. Patch holes and integrate where necessary. Then “rinse and repeat.”

These days, SEO and social co-exist. A solid SEO strategy will boost your rankings, and being an active participant on social is the best way to get your content shared, which improves your overall ranking in the eyes of Fred – Google’s latest update.