How to assess the performance of SEO department?

the performance appraisal method of p>SEO departments and members is a headache for many companies, although everyone is constantly improving. How many keywords rank in the previous page or two pages in a period of time, or how many days of independent IP the search traffic reaches in a few months, which seems to be a good performance appraisal standard, is not easy to reflect the workload of SEO personnel.

because the ranking and search traffic are not controlled by SEO personnel, even if the SEO department has done a lot of work, the ranking and traffic may not be significantly improved. It is obviously unfair to deny the work of SEO department just because the ranking traffic is not ideal, so it will not stimulate the enthusiasm of SEO personnel and make SEO personnel clear about their future work direction. So how to evaluate the performance of SEO team?

The following are some common assessment indicators required by the personnel department:

Discipline:

1. Whether to strictly abide by work discipline and rarely be late, leave early and be absent;

2. Whether you are polite to your superiors, colleagues and outsiders and pay attention to etiquette;

3. Whether the work report system (oral and written) is strictly observed and the work report is completed on time;

Teamwork:

1. Whether the work fully considers the situation of others;

2. Whether you can actively assist your superiors, colleagues and subordinates;

3. Whether to make the working atmosphere active, coordinated and full of team spirit;

professionalism:

1. Whether you are enthusiastic and full of work, and can often put forward reasonable suggestions;

2. Whether the assigned tasks are conditional, proactive, positive and do as much work as possible;

3. Whether to actively learn business-related knowledge and continuously improve business skills;

4. Whether to actively participate in various trainings organized by the company;

5, whether dare to take responsibility, don't pass the buck;

Dedication consciousness:

1. Regardless of personal gains and losses for the goals and interests of the company and the organization;

2. Don't engage in departmental departmentalism and stick to the overall view of the company;

Healthy mentality:

1. Whether you are hostile at work

2. Whether you feel depressed at work

3. Whether you feel anxious at work

4. Whether you feel too much work/life pressure

I think the total proportion of the above assessments should not exceed 2%.

Smart people will put pressure on themselves, so they will abide by it well.

Similarly, smart people's workplace quality is very good, and they will abide by it well.

let's work out the assessment objectives according to the following three slightly distinctive responsibilities:

1. Creative Department: responsible for publishing articles in the site

2. External Link Department: responsible for publishing external links outside the site

3. Optimization Department: responsible for the optimization progress of all websites of the company

.

here, according to the introduction of the problem, I set six indicators: article quantity, collected quantity, external link quantity, flow quantity, optimized core keyword quantity, and conversion quantity

(These six indicators are not only quantity, but also quality, because the quality of one indicator will affect the quantity of another indicator, for example, the quantity and quality of articles directly affect the number of websites collected, so it is necessary to set controllable quantitative indicators and set some restrictions for each position. Can complement each other to achieve the goal of maximizing the quantity and quality of the final conversion)

The assessment indicators of different positions are different: the following are just

1. Ordinary employees of the creative department:

Article volume: 5%

Collection volume: 3%

Traffic: 2%

Employees in charge of the creative department:

Collection. External chain:

External chain number: 6%

Optimized core keyword quantity: 3% (the quality of this external chain)

Traffic: 1% (this external chain expansion focuses on word analysis,)

Of course, there are some link expansion modes between grayscale and blackness that cannot be used.

3. Optimization Department: defined as the project manager here:

Number of articles: 1%

Number of entries: 2%

Flow: 3%

Conversion: 4%

I won't elaborate on the relationship among the six indicators, but the question about proportion is just a suggestion, and each project is definitely different. For example, you can't ask a new station to add 3K articles within one month and have 2K entries.

Maybe the data required by customers are different. The above is just a suggested routine.

there are many difficulties in the operation of SEO, one of which is the comparison between the so-called SEO effect and the actual operation, which is related to the performance appraisal of departments and staff. As long as many companies establish SEO internal teams, this performance appraisal is constantly explored and improved, and there is no relatively perfect appraisal standard to use directly.

The change of keyword ranking of a website or the increase and decrease of search traffic over a period of time all seem to be relatively good performance appraisal standards, but they are not, which are not easy to reflect the work efficiency of SEO personnel. Because the ranking and search traffic are not controlled by SEO personnel, perhaps the staff of SEO department have paid a lot of hard work and painstaking efforts, and the ranking and traffic may not be significantly improved. Although the company looks at the final effect, it is the company's business, so it is impossible not to pay others for their hard work. If so, it will inhibit the enthusiasm of SEO personnel.

Therefore, ranking and traffic can only be used as a small part of the assessment of SEO departments, and most of the assessments should include actual contents that can truly reflect the workload. Because such assessment standards can be controlled by departments and can be measured. For example, starting with original articles, the number of articles in a day and a week, and the number of articles in January.