By Erica Garman, VP of marketing at Intero Digital
For many businesses, particularly those with multiple domains or brands, consolidating SEO efforts under one primary domain is an essential strategy to increase authority and drive organic traffic. However, this approach often feels risky, especially when there’s an emotional attachment to legacy sites or a fear of losing hard-earned rankings. But from personal experience, I can tell you that streamlining efforts, though uncomfortable at first, pays dividends in the long run.
I’ve seen this firsthand in my own journey. What initially seemed like a daunting task—shifting attention from multiple sites to one—became an opportunity for growth, not just for the company, but also for my individual role. The decision to consolidate allowed me to develop new skills, take ownership of key SEO metrics, and deepen my understanding of search algorithms. Through careful planning, execution, and iteration, I turned this SEO strategy into a personal development tool that boosted my productivity and confidence.
So how can you take actionable steps toward optimizing SEO and contribute meaningfully, regardless of your role? Here are some key strategies that helped me consolidate efforts, drive SEO success, and grow professionally along the way.
START WITH A SWOT ANALYSIS
Before diving into SEO consolidation, a personal SWOT analysis can help you identify your role in the process. What are your strengths in SEO knowledge? Where do you see weaknesses in your approach? Personally, I found that focusing on strengths like content optimization allowed me to zero in on high-value activities rather than spreading myself too thin.
A personal SWOT analysis is not just about identifying strengths and weaknesses—it’s a road map for focusing your efforts on the areas where you can have the biggest impact. For example, if you’re strong in content creation but weaker in technical SEO, you can leverage your writing skills while partnering with colleagues to improve site structure and speed. This targeted approach ensures you’re not spreading yourself too thin, and it enables you to build confidence by excelling in areas where you can add immediate value.
Plus, a personal SWOT analysis can help you stay agile and proactive. As SEO trends and algorithms evolve, you can periodically reassess your strengths and opportunities to stay ahead of the curve. For instance, after honing my skills in competitor analysis, I was able to identify gaps in their content strategies that we could capitalize on. By continuously refining my skill set, I not only enhanced my contributions, but also positioned myself as a key player in driving the company’s SEO success.
BREAK DOWN SEO EFFORTS INTO MANAGEABLE PHASES
When consolidating SEO, it’s tempting to overhaul everything at once. However, breaking the process down into manageable phases made a huge difference in my own productivity. I started with something simple: refreshing outdated blog content. Tackling content updates one piece at a time not only improved search rankings, but also allowed me to track progress and see results without feeling overwhelmed.
Phasing your SEO consolidation also provides an opportunity to test strategies on a smaller scale before rolling them out across the entire site. For example, I started by focusing on optimizing specific landing pages to see which techniques, such as keyword integration or layout changes, were the most effective. This phased approach not only helped me prioritize high-impact areas, but also allowed me to gather insights on what worked best. Gradual changes, rather than sweeping overhauls, can prevent SEO disruptions and preserve ranking stability.
Additionally, breaking the process into phases makes it easier to celebrate small wins along the way. Each completed phase, whether it’s improving meta tags or consolidating duplicate content, brings measurable progress and helps maintain momentum. By consistently tracking keyword performance, site traffic, and engagement metrics during each phase, I could visualize the cumulative impact of my team’s efforts. This incremental, data-driven approach kept me motivated and enabled me to make more informed decisions throughout the consolidation process.
MAKE LONG-TAIL KEYWORDS YOUR BEST FRIEND
It’s tough to rank for broad keywords, but long-tail keywords? They’re your golden ticket. Focusing on long-tail keywords allowed me and my team to boost organic traffic by homing in on niche topics that were easier to rank for.
You can start by researching long-tail keywords that are relevant to your area of expertise. Personally, this focus shifted how my team and I approached content creation, and the 4,000+ keyword rankings we gained last year are evidence of its success. Simply put, it’s difficult to rank for shorter keywords these days. As part of your SEO consolidation, choose high-value long-tail keywords to promote. They’ll help you gain traction faster than shorter keywords will.
Long-tail keywords also allow you to target a more qualified audience—those who are searching for specific solutions rather than generic information. By focusing on these niche terms, you’re not only competing with fewer sites, but also increasing the likelihood that your content reaches users who are ready to engage or convert. In my case, targeting long-tail phrases related to niche industry topics helped bring in a higher volume of qualified leads, directly impacting the company’s conversion rates and driving real business outcomes.
Focusing on long-tail keywords forces you to think strategically about content creation. Instead of writing broad, generalized articles, my team and I began crafting more in-depth, highly specific pieces designed to answer very particular search queries. This approach improved user engagement, as visitors spent more time on pages that were directly relevant to their needs. Over time, the cumulative effect of ranking for hundreds of niche long-tail keywords began to outpace the benefits of trying to rank for a few competitive short-tail ones.
Beyond personal development, staying informed about algorithm updates can elevate your value within your team. You’ll be better equipped to offer proactive advice and position yourself as a go-to resource when SEO challenges arise. Even a simple habit of reading industry blogs or joining SEO-focused webinars can sharpen your skills and give you insights that translate into tangible SEO wins. By continuously expanding your knowledge, you’ll build confidence in navigating the ever-changing digital landscape and keep your SEO efforts in line with best practices.
About the Author
Erica Garman is the VP of marketing at Intero Digital, a digital marketing agency that offers comprehensive, results-driven marketing solutions. Erica has over 12 years of experience in digital marketing and is passionate about helping brands build meaningful connections with their audience. With a deep understanding of consumer behavior and trends, she specializes in developing integrated marketing campaigns that leverage both traditional and digital channels for maximum impact.
