If you are responsible for helping a website rank well you many not know which direction you should be moving SEO wise. There are so many options to choose from, but which will work best? How do you reach audiences while also ranking well?
There isn’t a process that works for everyone. We all have to test and see what works for each client, product, service, etc. This is a tough job, but it is important to keep in mind that there are multiple strategies for reaching goals and we need to know what they are. Even if everything is working really well for you there should be a focus on knowing additional options in case there are algorithm changes.
Rand Fishkin has some tips and ideas for you to ponder.