Jordan Yocum is a digital marketing expert with the Better Business Bureau and a former employee of Page One Power. Based on his knowledge and experience, Jordan was brought to BBB to build their SEO plan, basically starting from scratch. Most importantly, Jordan has also been monitoring the relocation of large websites at the BBB. Number of pages The magazine sat down with Jordan (virtually) to discuss his experience in these unique challenges and share his skills and insights with you!
How would you describe your role and responsibilities in the Better Business Administration?
My official title is “Digital Marketing Expert”; in the field of digital marketing, this is one of the most ambiguous titles. That being said, I can use any form of digital marketing to help develop and implement strategies to attract new business and maintain communication with currently recognized companies.
When launching a new SEO strategy, what are the main challenges and obstacles to overcome?
Tools and resources. If you come up with a strategy to improve website performance but have to create all the content yourself, or have few tools to track improvements, it will be an extremely difficult and long road before you see any improvements.
What are the key indicators and key KPIs that people should track and monitor when starting a new SEO program?
It mainly depends on what type of website you have. Ask yourself a few questions:
- What is the valuable traffic?
- What do I want visitors to do when they are on the site?
After answering these questions, you can start looking at different metrics that can help you measure your strategy. For example, if you have an information website, you are likely to focus on time on page as a metric and ad clicks. If you plan to convert, you might look at new traffic and traffic back to specific pages, as well as which keywords are affecting your site’s traffic.
What SEO tools and services would you recommend to anyone starting an SEO program for the first time?
If you can afford it, hire a company like Page One Power. If this is not within the budget, I suggest using tools like Screaming Frog, Moz, SEMrush and Ahrefs.
Can you describe the site migration you are currently performing, and explain in more detail what is the goal of the migration?
We have about six different domains, and one blog is distributed on two different WordPress platforms. For our customers, many domains are specific resources or tools (so they are useful), but it is difficult to navigate to these pages from the main site. Therefore, the main goal is to migrate the website and content to Hubspot’s CMS. This will help to gather all the content in one place, which will greatly help the analytical aspects and the user experience of the website itself. We chose Hubspot because we are already using Hubspot for landing page promotions and email marketing to customers.
When preparing to start the site migration, what should be included on the checklist? What are the key prerequisites?
It depends on the type of migration you intend to perform. Our migration is very simple; we are switching platforms, which means that there is no change in the URL structure except for the pages that exist on the subdomain, so ensuring that all the correct redirects are set up is the key. Analyze traffic trends on the website to ensure that traffic will not be lost after switching. Note down all important keywords and rankings and monitor them after the migration.
Which tools are critical to a successful site migration?
Any tool that can help you analyze website health, traffic and keywords. The tools mentioned above are the best.