The Three Bosses of SEO

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SEO has established itself as the most reliable, yet complicated and difficult to master, inbound marketing strategy. Search engine optimization processes are ever-changing, which makes it hard for new marketers without a significant amount of experience to keep up with the latest trends. Three SEO professionals discuss their ideas on how they think we can make SEO simpler.

The “the roi of seo” is a phrase that has been used in the past few years. It has become a popular term to describe the return on investment when it comes to SEO.

The Three Bosses of SEO

While search marketers often get caught up in worrying about high-quality content, effective link-building techniques, and technically sound sites, when it comes to SEO, we need to take a step back and consider the what and why if we want to see results. 

To that end, SagaReach’s Ola King guides you through the three basic pillars of SEO work, or “bosses,” as he refers to them. Your SEO techniques all feed into their needs, but they all have distinct requirements. 

Photo of the whiteboard listing the three bosses of SEO and their needs.Open a bigger version of the whiteboard picture above in a new tab by clicking on it!

Transcription of Video

Hello there, SagaReach enthusiasts. Ola King is my name. I work at SagaReach, and I’m thrilled to be here with you today for Whiteboard Friday. I’m going to speak to you about the three SEO bosses. 

When it comes to SEO, creating high-quality content, ensuring that you have a robust link-building plan, and ensuring that your site is technically sound are all excellent things to accomplish. None of these, though, would be as useful if you didn’t look at things through a strategic, broader perspective. To put it another way, if you want to obtain the outcomes you need, you need to take a step back and look at what you’re doing and why you’re doing it. 

So, when it comes to SEO, there are three primary pillars to consider. They’re what I refer to as SEO’s three bosses. So it’s all about you, your customers, and your search engines. Each of these bosses has their unique set of requirements. 

Your first boss is your company.

Illustration of a bag of money.

So, let’s get down to business. These are the company’s requirements. This is far from an exhaustive list. I’m sure there are details I’m overlooking. So, if there are any items that you believe should be included, please leave a remark so that we may all learn from each other. But the point is to get you thinking about things from a different perspective before diving into techniques. 

Goals and key metrics

The important measurements and objectives are the first. Any action carried out without a specific objective is considered a pastime, which is perfectly acceptable. You must, however, have a goal if you want to undertake significant SEO work. I suppose you should look at your company objectives to figure out what your aims are.

Then you’ll figure out what your marketing objectives are, which will help you figure out what your SEO goals are. So figure out what your KPIs are and what your priorities are, then you’ll be able to figure out what your next actions are. So, if your aim is to increase visitors, you should concentrate on material that is at the top of the funnel, such as an ultimate guide.

If you want to increase your lead generation, have a look at your product comparison pages. If you want to increase sales, for example, it may be time to start optimizing your product pages. So start with your core measurements and objectives and work your way up from there. 


As a result, you should think about your competitors as well. Many individuals are well-versed on who their immediate rivals are in terms of product or service offerings.

However, there are informational rivals in SEO, which are individuals who aren’t doing the same thing as you but supply knowledge to your desired audience. As a result, keep an eye on your competition at all times. 


The available resources. So, take a look at the time, money, and employees you have available. If you don’t have time to conduct SEO, you may be able to hire someone to do it for you. If you don’t have the necessary skills for link development, you can consider partnering with a company that does. So, before deciding what you should accomplish, always take stock of your resources. 

Brand recognition + identity

The sorts of material you pursue are also determined by your brand’s identity and notoriety. It doesn’t matter whether the material is popular or has a lot of volume. It’s not a wise use of your time if it doesn’t connect with your brand in the long term.

Subject matter expertise

This is also very much tied to the field of expertise. So, what do you know a lot about? Make an effort to rely on your knowledge. If you don’t have the knowledge but want to deliver that information to your audience, you may want to work with others who are more suited to the task so that you may still meet your business’s and audience’s objectives.


Expertise is closely tied to strengths, however this is in terms of what abilities and skills you possess. Are you better at doing research and producing long-form material, or are you better at producing viral content, such as listicles? Leverage your talents and cooperate with those who can assist you with your weaknesses as required. 

Time spent in the workplace

The time you spend in business is also the time you spend on SEO. A brand-new website is quite different from a company that has been operating for a long time and has a terrific website but is only trying to refresh it, which is also very different from a firm that has been there for a long time but does not have a very strong online presence.

All of this will have an impact on how you handle content, link building, and attempting to rank for those difficult keywords. So that’s your prerogative. As I previously said, I’m sure there are things I’m overlooking. So I’m extremely interested in hearing about any additional ideas you may have. 

Searchers are the second boss.

Illustration of a stick figure with question marks around their head, thinking.

Let’s have a peek at the searchers next. So these are the folks you’re catering to as a company. When it comes to searching, the first thing you should do is take a look at your persona. So, who are the sorts of folks you’re hoping to attract to your website? There’s no purpose in developing content if you don’t know who you’re attempting to reach with it. So, let’s begin with the persona. 

Relevance and search intent

After you’ve figured out who your persona is, you can start looking at search intent and relevancy.

So, what exactly are they on the lookout for? The good news is that the solution may already be found on your search engine results pages. When you do a fast search for your ideal term, you’ll get the results that the search engines have decided to be the most relevant for what your audience is searching for, which fits the search intent. After you’ve done that, you’ll need to generate the appropriate content to meet the searcher’s needs.

Not keywords, but topics

Focus on subjects rather than keywords while writing material. So gone are the days when all you wanted to do was develop a page and cram it with as many keywords as possible, then start ranking and printing money. It’s no longer as effective. You want to look at each page on your site that covers a subject on which you wish to concentrate.

While you’re at it, make sure you have the most thorough page possible that responds to the searcher’s query. Cyrus Shepard has an excellent [blog] on the subject, where he talks about how you want to be the first, lengthy, and final click. So, instead of using keywords, be the most thorough website that fulfills the searcher’s purpose based on subject.

Psychological and economical issues are also important.

So, while you’re developing content or attempting to come up with a content strategy, keep in mind the emotional, psychological, social, and economic variables that influence your audience. It’s tempting to get caught up in the details of your site’s traffic and wonder what went wrong in terms of your competition or other things. However, you may want to take a step back and consider what’s going on in your audience’s life, such as what they’re dealing with right now.

So, throughout the last 18 months, everyone of us has been affected by the epidemic. As a result, people’s search patterns have shifted. Searches for keywords like remote, delivery, and other related terms have increased in recent months, and this is due to the societal aspects that are impacting individuals. It implies they can no longer do the things they used to be able to accomplish, and they must now adapt in new ways. So keep an eye on what’s going on with your audience and respond appropriately. 

Affinity and faith in the brand

The way visitors engage with your site is also influenced by their brand affinity and trust. If individuals are acquainted with a brand, they are more inclined to trust them and engage with them more. 

If you’re a fresh website or business, it’s probably best to let the content speak for itself rather than trying to make your brand the focus of attention. For a larger brand, though, it may be preferable to do the reverse. So, for example, a site like Amazon would benefit from having their brand name in the title tag since people are familiar with the brand and can trust them to click on the site, however for a brand-new website, it could be a good idea to not make it the main focus of attention.

Seasonality and trends

Trends and seasonality are two more factors to consider. If you observe a drop in your SEO statistics, it’s possible that you’re not doing anything wrong. It’s possible that it’s just the nature of the season. As a result, I’m sure some phrases, such as electronics and video games, will increase in popularity throughout the Christmas season.

Then, maybe, by February or March, the number of searches will have decreased. It doesn’t always imply that you’re doing anything incorrectly. It’s merely the change of seasons. 

Searching habits

As well as the search activity. The way people act changes with time. Humans aren’t machines. They have a lot of movement.

Things change, as do the things they seek. As I previously said, when people’s emotional, psychological, social, and political variables are influenced, it affects how they look for information. As a result, you should constantly strive to respond to it or pay attention to what other people are doing. Try to figure out what’s going on with their search activity and respond appropriately.

The journey of the customer

The consumer experience is crucial. Always be aware of the points of contact your clients have with your company. Examine their trip before they arrive at your firm, even if it isn’t related to yours. This enables you to figure out what kind of material you’ll need to develop to bridge the gap in their trip. This helps you to identify who you may need to cooperate with, as well as other information sources and places where your audience congregates. You have the ability to comprehend those factors and make the ideal article for them, as well as advertise it in the appropriate locations. 


The battles. What is it that keeps your audience up at night? What are they having trouble with? Understanding this enables you to generate stuff that no one else could. It’s almost as if you have some kind of magical wand that allows you to foretell what’s going on with them.

Try to comprehend their difficulties. For example, you may learn about the difficulties by looking at the queries that your audience asks your support staff. That’s an excellent place to start, and you can utilize SEO tools to undertake keyword research to figure out what some of the questions they’re asking mean. Visit forums such as Quora and Reddit. You may discover such challenges in those sorts of settings.

Language and location

The way individuals look for things is influenced by their location and language. Different parts of the world have their own vocabulary, culture, customs, and methods of doing things. Make an effort to comprehend the spot you’re aiming at. Try to get a sense of what the culture is like and what the language is like before creating your material. If you don’t have the necessary skills or knowledge, it’s a smart idea to team up with someone who does.

If you’re targeting numerous nations, ensure sure your site is also internationalized. You may learn how to accomplish this from a variety of places. That information is also available in the SagaReach [SEO Learning Center]. 


Various individuals look for things in different ways, thus accessibility is important. Various people have different requirements. As a result, make sure that your website is widely accessible. As a result, check to see whether it’s mobile-friendly. Make sure there aren’t any bothersome pop-ups on your screen. Make sure your photos include an alt tag to make your material more accessible to everyone. 

As a result, these are the elements that influence the searchers. There’s a lot I’m sure I missed, so let me know what you think and if there’s anything more I missed.

Search engines are the third boss.

Illustration of a magnifying glass hovering over the word

The search engines are the last but not least. To succeed in SEO, you must first recognize that search engines are companies as well. 

business plan

As a result, in order for them to rank your site, it must be relevant to their company. If you want to learn more about Google’s business strategy, there is a video on YouTube that you should watch.

“A Trillion Searches, No Easy Answers” is the title of the book. It’s a fascinating film that takes you behind the scenes of how they think about things, the obstacles they face, and where they’re going in the future. This would enable you to anticipate where they could go next, allowing you to respond appropriately. 

For Google, I mean, at the end of the day, they’re simply trying to deliver excellent material to their searchers that comes from indexable sites, provides a decent experience, and is, of course, relevant stuff.

Processing of natural language

They place a strong focus on information that is relevant. This brings us to the next topic: NLP. So every new improvement that Google has made in the last several years has been aimed towards assisting people in finding answers to their questions in a natural manner, essentially making search more human.

With greater improvements in machine learning, they will be able to assist consumers in finding relevant material. So, in order to perform effectively in SEO, you must first comprehend what these changes are accomplishing. Look at the release notes. Try to figure out what each update signifies, and then tailor your material to fit that aim.


E-A-T stands for expertise, authority, and trust. When it comes to sites in the money or your life category, Google is particularly rigorous on this. So that’s stuff like health, money, and exercise. As a result, be sure that your site emits the signals that they need for this authority.

There are several materials available. I wish I had more time to explain this, but we only have so much time. But make sure you research into it so you can follow the proper E-A-T requirements. 


I don’t think I need to go into too much detail about the connections. This is something that almost everyone in the SEO industry is aware of. However, links are essentially the digital equivalent of word of mouth. Getting backlinks is something that many people are acquainted with.

But, just as crucial as obtaining backlinks, you need also ensure that you are disseminating internal links. So, in addition to connecting to pages on your site that get a lot of traffic, make sure you’re linking to pages on your site that don’t get as much traffic but are just as essential to you. 

The essentials of the internet

The Core Web Vitals is a recent upgrade. As a result, it’s aimed at making the world’s websites better. Many people are debating the usefulness of this right now. I believe you should give it your all. Use tools like the SagaReach Performance Metrics Beta and strive to optimize your site as much as possible to ensure that you are at least prepared when these changes begin to influence your ranking power.


Indexability, of course, ensure that your site is search engine indexable. So, for example, your robots.txt file is properly configured. Make sure there are no problems in the HTML or JavaScript. Make sure you’re removing pages from your site that aren’t useful so you don’t deplete the crawl budget for the most vital pages. Examine the structure of your website. Make sure everything is in place for your site to be easily indexed. 

Markup for Schema

Use schemas to your advantage. These aid search engines in fully comprehending your website. Although having schemas does not guarantee that you will always win SERP features, it does offer you a fighting chance. As a result, make use of them as well. 

Freshness is due to the query.

“Question Deserves Freshness” is the motto of QDF. As a result, search engines believe that more recent information is more relevant than other forms of material for particular searches, and therefore update them more regularly. So, if you see that any of your material isn’t doing as well as it used to, it’s possible that it’s simply because it’s obsolete.

As a result, a fast refresh might assist you in taking advantage of the chance to improve your ranking. 

Updates are ongoing.

Last but not least, there will be regular updates. SEO isn’t going anywhere. It’s always changing. Things are shifting and changing. Every day, hundreds of updates are sent out by all of the search engines.

So, like I said, keep an eye on their business strategy, try to understand where they’re going, and attempt to forecast where they’re going. Keep up with the changes and make adjustments as needed. But, yep, these are the three SEO kingpins, and these are all the tools they need.

As I already said, I am sure I missed a lot of stuff. However, the goal isn’t for this to be comprehensive. The concept is to approach SEO from a more holistic standpoint. You could be thinking, “Wow, that’s a lot.” I’m not sure where to begin. The most essential thing, after all, is your company. Make sure you’re acting in the best interests of your company.

Then, to gain results, make sure you do the proper thing for your searchers and start pleasing the search engines. But, alas, that’s all I’ve got for you today. Please leave your thoughts in the box below. I’d want to have a conversation with you and see what we can both learn from one other. That’s all fine. Next time, I’ll see you. is a website that transcribes videos. 

There are three different types of SEO that you need to know about. These three bosses will help you dominate the search engines. Reference: seo blog.

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