Production Calendars for Websites

When was the last time you updated your Website? When was the last time you scheduled a new section of content for your site? When did you last set a traffic goal and measure your success against that goal?

Search engine optimization is too often held hostage to "project planning" with unrealistic deadlines and expectations. The production process approach to SEO works a little differently. Rather than create a project schedule with a start date and end date you define a process and then add check points (dates). There is no beginning and end. You add to or delete actions from the production plan as needed.

Search engine marketing needs to plan ahead. You need to have a regular schedule for Website maintenance, updates, redesigns, publishing content, checking metrics, analyzing referral data, outreach for links, and feedback. Yes, feedback. Ask people what they think of your site, what they want to see on it. Then set aside time to look at the feedback and incorporate it into your planning.

A Website is not a project with a start and end date. Some companies may treat Websites that way but they don't understand Internet marketing. Or else they are trying to use the Internet to market very short-lived ideas. Most Websites should go on year after year with new priorities and needs.

A production calendar helps you manage the constant evolution of your site's structure, needs, and performance. You should know that you'll check certain information on or around the 15th of each month. NOTE: A production calendar is not the same thing as an editorial calendar.

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