Why Is SEO Essential in Every Organization? (Part 2)

You can’t deny that SEO is now part of the foundation of every organization. If you want to achieve online success, SEO needs to be part of your strategy. Despite that it is available for everyone to use, many entrepreneurs choose to skip the SEO part. Still, many do not know the rewards SEO could bring to a thriving business.

group of people using laptop computer

Below, I will continue discussing why SEO is essential whatever business you may have. (If you missed part 1, click here.)

4. SEO aids businesses in making sound decisions.

  • Because SEO helps you to know your customers better, it won’t be difficult to make hundreds of decisions a day. The information you can get from various SEO tools can help you make critical decision, and plan better strategies. In short, success is foreseeable.
  • Once you know your customers, you know what makes them click. Then, you can produce more of that. The page clicks and the action done by the user – those are what is important.
  • For example, you know that your audience is mostly females. These girls prefer video tutorials more than written tutorials. Then, produce more video content. Perhaps, you can also try to integrate audio/visual materials to mere text content.
  • Add more content that is geared towards the female demographic such as fashion, beauty, fragrances, shoes, and personal care.

5. It reinforces customer trust and worth.

  • Without much effort, you are able to foster long-term relationships through SEO. Your customers are certain that you would provide content relevant to them.
  • When you produce useful content, they would value and appreciate what you put out. Credibility is there so it is easy for customers to trust your brand. From there, you can quickly gain their respect and admiration, which are important in today’s digital world.
  • Now, it’s easy to fake things. Questionable products are all over the internet. Once people find something authentic, they surely won’t let go.

Related: How to Acquire More Brand Advocates

6. It establishes a group of loyal and long-term followers.

  • Putting up sponsored posts or paid advertisements will get quick results, but for how long? Only for a short period! Not to mention, it would also cost you money.
  • On the other hand, SEO might be slow, but you are sure that you are going to the right direction. The process of optimization will eventually lead to something your audience wants. It will be about the content that they truly want.
  • Paid ads will get you a heavy traffic at this given moment, but SEO will help to gradually build a group of followers over time.
  • Once your content gets popular, people will link your website. You will be able to gain reputable backlinks. Google will reward you for being an excellent source of information. Over time, brand loyalty will continue to follow an upward trend.
  • The only downside to this is: SEO would require constant update. It would really take up much of your time. Google keeps changing their algorithms. Thus, you would also need to make changes on your website to keep up with the newest trends.

Related: Converting Customers to Advocates

7. Mostly importantly, SEO will give you tangible results.

  • SEO will boost your online presence, and visibility is important for any business.
  • One way to gain brand awareness and social media popularity is through SEO. It remains to be the cheapest way to acquire customers and gain their trust.

Related: Using Social Media to Boost Advocacy

Why Is SEO Essential in Every Organization? (Part 1)

Every business starts from the ground. You don’t start off as this influential figure. While you are still testing the waters, you can apply some SEO tips on your own. In fact, I have listed here: SEO Tips That Are Useful to Any Digital Business.

group of people facing their desktop computers.

Usual day in the office.

For businesses owners, adding SEO into the mix is crucial. It remains to be a powerful component in the world of online business, and the best part is that it does not break your budget. I will now list the reasons why SEO optimization should be part of every organization.

1. SEO gives you insights regarding your customers.

  • The great thing about SEO is that you get to know a whole lot of information regarding your target audience. Once you use SEO tools, significant data about your customers will be within reach.
  • For research alone, there are tools that will tell you what your audience is searching. You will know the popular keywords that the public is looking for online. This will give you a head start on what content to create, what products to manufacture, what things to publish online, and so on.
  • According to Scott McGovern, a digital biz expert, he mentioned something about business owners not knowing their audience. He stated that businesses do not have a clear picture of their audience, and they have much relevant data on hand.
  • But with SEO, customer data pile up. As time passes by, you get to know your audience more and more. There is no reason not to know their preferences.
  • There are FREE keyword tools you can use as well as SEO browser add-ons you can download. The possibilities are endless because you can utilize thousands of paid services or opt to use the free tools if you are still starting.

2. SEO helps you gain more web traffic and higher conversion rates.

  • It could more money and revenue for you. So, instead of allocating resources on social media and subscribing to paid ads, you should build an SEO strategy.
  • Keep up with the latest updates provided by Google. Starting strategizing on how to drive organic traffic.
  • What is organic traffic? This is the web traffic that comes from search engines such as Yahoo!, Bing, Google, and etc.
  • To this day, it is 400% effective in converting web visitors compared to other forms like paid or sponsored posts.

3. SEO won’t cost you a dime.

  • Of course, there are a multitude of paid subscriptions available online, but there are also free tools as well. SEO can be inexpensive if you utilize free tools such as Google Analytics and Google Search Console.
  • If you don’t have much money, just invest your time and effort. Surely, Google Analytics will tell you what your web visitors are doing on your site. Meanwhile, Google Search Console will show you what the people searched and they got there.
  • For a smooth user experience, be sure to fix any broken links or provide the necessary 404s to guide back to the right direction.

What to Look for in an SEO Writer? (Part 3)

Now, you have reached the end of the 3-part series regarding the tips in looking for an SEO writer. Catch up on the first two parts using these links: What to Look for in an SEO Writer? (Part 1) and What to Look for in an SEO Writer? (Part 2)!

It is important for the SEO writer to qualify a certain criteria because Google does not hesitate to give penalties to website. Usually, when Google decides on taking action, it’s hard to undo the damage. In case you are wondering, yes, Google can completely ban a website from showing on their search results page.

man sitting while writing on notebook

The thing about SEO writing is that it is either great or terrible. No gray areas in between. It is two polarizing sides. Thus, a published content could either make or break your website. At the end of the day, you don’t want to ruin your hard-earned rankings. Having said that, let us discuss the last 3 tips on hiring an effective SEO writer. Read about it below:

  1. An SEO writer should be able to write plainly and simply.

The first qualification is to create high-quality content. At the same time, he or she should be able to explain things in simple terms. This is a hard combination to find because SEO is an industry filled with jargons.

The general public will definitely find it difficult to understand SEO jargons on their own. Hence, posting clear and apparent blog posts are extremely important. Because if it is understandable, people can easily read it without any problems.

If it’s too much, no one would dare to read and share your content. In this field, you have to make sure people engage with the content you content. If it does not grab their attention, people won’t bother visiting your site, and you would not want that. As much as possible, try to relay your message clearly.

Related: What Is User Engagement and Why Is It Important for SEO?

  1. The goal here is for content to be read and shared.

Again, you are hiring an SEO writer for your audience to consume your content. You would want these people to read, interact, and share the content you put out there. The SEO writer should understand this goal. He or she needs to find ways to lure people in your website.

Strategies that grab their attention and pique their interest are necessary to acquire loyal followers. Your readers are instrumental in boosting your website’s traffic. To be honest, it’s not easy to sustain that hold. You need to always bring something new and fresh to the table.

Related: Why List Posts Work Better

  1. A great SEO writer needs to know how to tell a story.

SEO writing is not only publishing promotional posts. For the most, it is not about advertising the products or services. It is about reaching the audience and feeding them relevant information.

You will publish content that is useful to your target audience. Brand loyalty is not easy to achieve, and a good writer know that. There should be a guide that helps the audience on their journey to becoming consumer. An effective writing should be able to alleviate concerns and doubts felt by your audience.

Related: Writing Product Descriptions

What to Look for in an SEO Writer? (Part 2)

Writing solely for search engines is not the way to go! Remember, Google will penalize websites if found tweaking for mere SEO purposes. Thus, when you are looking for an SEO writer, he or she should be knowledgeable in the field. Because if he or she fails to do the basic rules as stated in part 1, the newly written content will definitely do more harm to your website than bringing in good results.

person using laptop computer

Read the tips below if you are looking for an effective SEO writer:

  1. An SEO writer should know your audience.

This is related to item number 3. Just to reiterate, the designated SEO writer writes should consider the audience first.

Know the following will make the writers efficient in their jobs:

  1. Who is the audience?
  2. What is considered relevant to this target audience?
  3. Lastly, what content is important to them?

The writer must take the time to know the audience, and know what they are searching. How would you know what to write if you don’t know what terms are meaningful to them? This is simply a reminder to create something important your audience. If no one wants to read it, then, don’t bothering publishing it to the world.

Related: Free Keyword Research Tools You Need

  1. Knowledgeable on what to do and what not to do.

In SEO writing, there are a lot of factors to consider. There’s no need to be an SEO expert because you will probably hire one. The point is, the writer should be knowledgeable on the current SEO trends. He or she does not need to know everything. Instead, he or she must be familiar.

For example, what are the SEO on-page factors? These are the page titles, meta descriptions, headlines, and etc. The SEO writer should provide an effective page title to a content. The necessary meta description should be able to give an overview on what the page is about. These little things may appear trivial to the ordinary layman. In truth, these are essential in SEO. So, if the writer does not know this basic fact, then, better skip and hire someone else instead.

Related: 5 Ways to Compose Your Meta Description

  1. SEO writing will surely cost you money.

High-quality content ain’t cheap! When you hire people to be part of your team of SEO professionals, they won’t be inexpensive. However, it is crucial to invest on the right people and the right services. Your team of writers should be able to understand how to write for both search engines and web visitors.

Moreover, online writing is totally different from traditional writing. For starters, writing for web does not necessarily follow the usual norm. This is an emphasis on the previous 2 tips because at the end of the day, inferior content will more disadvantages than advantages. It may not immediately take effect, but once it does, damage can be irreversible. Once you are on Google’s bad side, it is hard to appeal. Penalties will be imposed and it could mean a drop in web traffic or a drop in rankings!

Related: 6 Bad Link Habits Could Get You Penalized

What to Look for in an SEO Writer? (Part 1)

An SEO writer ain’t just any other writer. Your SEO writer will be assigned to edit content in order for it to effectively increase incoming traffic into your website. People, from various search engines such as Google, Yahoo!, and Bing, will rely on what these writers will post.

person writing on a desk

The question now is… Is it enticing enough? Are the word choices able to grab the attention of your target audience? More importantly, are the content posted on your website optimized for the different search engines? So, how should you judge a “good” SEO writer? Well, here are tips for you if you are hiring one.

  1. The basic knowledge of grammar and spelling.

Like any other writer, your SEO writer should be able to understand the essentials of the English grammar. A lot of businesses pay writers to write about SEO, and they deliver. Yes, they know a hefty chunk of SEO terms. However, they fail on the fundamental rules of grammar.

In order to be qualified as a “good” SEO writer, he or she must know the various SEO terms. More importantly, knowledge of grammar and spelling are required in this field. He or she must know the use of punctuation marks. For example, one should not an apostrophe to indicate the plural form of the word. There should be a comma in a compound sentence. “It’s” is totally different from “Its.” These are just one of the few common mistakes people make.

A single grammatical error or a minor misspelt word can taint your credibility. Of course, we all make mistakes, but it does not mean that we should not proofread our articles.  A well-thought of blog post can greatly affect your website in a positive way. Remember, high-quality content is tantamount to being credible. Moreover, people pay attention to even the littlest details. Sure, they won’t buy something from a shady website that has no credibility and authority. Trust is important in this business, and you can start gaining it by publishing reliable content.

Related: 4 Easy Ways to Improve Content

  1. The SEO writer should SEO expert work hand in hand.

In a perfect setting, you would want to your SEO writer and SEO expert to have a good working relationship. The SEO writer should be able to put into words what the SEO expert cannot. They should keep the communication lines open, and they should understand that this is a team effort.

The writer cannot do his job well if the SEO expert fails to cooperate, and vice versa. The writer, the SEO expert, and everyone in the team should work together in order to make sure that the company goals are achieved. If one insists on having his own way, the results won’t be as effective as when a team decides to collaborate and cooperate with each other.

  1. An SEO writer should consider the people first and web crawlers second.

We all know Google uses craw to scour for relevant content. However, the people are your audience. Know what they are searching and provide the possible solutions to their search. If you don’t consider what people want, then, who will click your page? No one!

Besides, Google will penalize your website if the content is obviously created for SEO purposes. Rankings and traffic should not be your sole purpose of publishing content. Write for a specific audience!

Related: 10 Tips in Writing Better Content

Need more? Part 2 is right here!

SEO Tips That Are Useful to Any Digital Business (Part 2)

Previously, I discussed the importance of hierarchy for web crawlers and web visitors. Having an apparent structure helps Google understand your website better. Of course, another benefit would be for humans to effortlessly browse your website, allowing them to purchase items quickly, to read new content easily, and more.

Group having a meeting

Here are other SEO tips you might find useful for your growing digital business:

  1. Formulate content.

SEO is not totally hard to understand. One main factor would be: CONTENT. Whether your business has a global scope or an SME, creating useful content is crucial to your online success.

Content is part of the top SEO trends to follow. For sure, it will be still be relevant in the coming years. What do you need to know about content? Here’s a brief summary:

  • Google values the quality of a content more than anything else. Its algorithms are program to find relevant content, and those content that people are search for.
  • Make sure that your content coincides with the search terms that people are typing on the different search engines.
  • Enhance your page title, meta descriptions, and headlines. The relevant keywords should be prominent on these specific areas.
  • Yes, you should optimize your site for Google to easily recognize it. However, at the end of the day, your articles and blogs should appeal to your readers.
  • So, avoid keyword abuse. You don’t have to repeat a certain keyword just to achieve a higher website ranking.
  • Lastly, do not limit yourself with mere words. Content could also mean images, videos, audios, and other multimedia formats. Mix and match different content types to attract more visitors to your website.

Remember, the type of content you will publish depends on what type of audience you are interested in. It’s important to test different content types, and monitor which ones get more clicks & interactions from your audience.

  1. Link ‘em up!

Links could mean internal or external links. You don’t get external links easily as you have to wait for other sites to mention you and provide the necessary links to your site.

However, for starters, you can begin structuring your internal links. When you link related content together, you strengthen the website structure because related pages are grouped together. Avoid creating orphaned content, a type of content that is discontented from your other published content.

Once an orphaned content is out there, it is hard for Google to find its purpose and relevance since it is not linked to anything. Thus, Google will most likely classify it as unimportant and give it a lower page rank.

To put it simply, internal linking achieves 2 things: a) It aids the web crawlers in classifying your content and giving it the proper ranking it deserves.  b) It helps your web visitors in navigation. People won’t have to search for other articles because related blog posts are indicated within the page itself.

  1. Don’t forget to delete.

We always think of ways to add something to the website.  We forgot an essential task and that is to delete. Not everything we add is relevant in the long run.

If you find something that is not useful anymore, do not hesitate to delete it. Removing unnecessary things is not only helping pruning essential content. Also, it greatly helps in improving website speed.

Because you have cleared the things that take so much space, the website is easier to navigate and it is faster than ever before.

SEO Tips That Are Useful to Any Digital Business (Part 1)

In this digital age, people turn to the internet for any of their needs. Once you want to start any business, you should keep this fact in mind. No matter what we want or do, we always seek the help of search engines.

Undoubtedly, the best way to build an influx of natural and organic traffic is to create a website that considers the factors of top search engines such as Google, Yahoo!, and Bing. Of course, don’t forget to take into consideration your web visitors.

performance indicators reflected on a laptop computer

The stats of a particular website.

What are the effective methods of luring people in without spending a dime on promotion? Well, you gotta apply some SEO tips. For businesses that are just new, SEO can be extremely helpful since it is free and everyone can apply it on their respective sites. So, here are some useful tips especially if your business is still starting to grow.

  1. Key Performance Indicators.

SEO is a broad term, and you can’t just decide to cover all the bases. It is a step by step process. Since you are still starting your journey, choose to monitor the performance indicators that are important as of the moment.

Monitor the changes in page views, time spent on your site, and so on. Do these web visitor leave immediately? What could affect these factors? Tweaking the content and adding actionable buttons & links that could redirect them to other relevant pages could help.

Whatever you decide to change and edit, it is crucial to monitor these changes if they bring in positive results or not. You could hire an SEO company, but if you are still testing things on your own, remember this: decide on what performance metric to monitor.

Do you want to focus email newsletters, member sign-up, online purchases, returning visitors, focus keywords, or website rankings? These things have their own specific indicator. Typically, you start off by using SEO tools. There are keyword tools you can use for FREE, SEO plugins, and other add-ons.

Most importantly, take your time. SEO does not happen in a snap. Little by little, carefully implement changes. You would not know what works and what does not if you decide to monitor everything at once.

  1. Website structure.

Aside from monitoring performance indicators, you also need a proper order. You don’t just put everything on your website without thinking of the hierarchy.

The SEO implementations will be useless if the website itself is not structured the correct way. Remember, the structure and order are NOT just for people browsing your website. It is also for the web crawlers released by search engines. These crawlers will search and scan websites from all over the internet, and they will be able signal the search engines, “Hey! This is useful. You should bump this page up the ranks!”

So, how do you create hierarchy within your website? Easy!

  • There should be web pages that have relevant content.
  • Each page should belong to a category. Is it about products, articles, tutorials?
  • Related content should be linked together. There should be an internal linking system that connects all the related tutorials for example.
  • Lastly, each page should have the proper heading to indicate the specific section. Is this the intro part? Is this the explanation? There should be a heading to indicate what it is about.

How Do You Choose the Right SEO Company for Your Business? (Part 2)

Signing with an SEO company takes some serious thought. You just don’t go ahead and ink the contract. You need to consider the tips in part 1 and the tips mentioned below.

four men sitting at desk talking

  1. Don’t just search for the “best SEO company.”

The best is NOT automatically Google’s top 1 result. The true top companies are busy improving websites. They have no time to trick people into their false promises. Instead, they let their work do the talking. So, ask people you know because they might just recommend a company that fits you.

Word of mouth is still instrumental in today’s digital age. It could turn a “nobody” into the biggest name of the industry. The best companies usually acquire new clients from their loyal customers. Trust is important in this business, and to be honest, only companies that need new customers will even bother to go for keywords such as “SEO company in Phoenix,” “Best SEO company,” and so on.

Additionally, you can’t trust the “lists” you see all over the internet. For all you know, these companies could have paid their bloggers or influencers to include their products and services on this so-called list of top SEO companies. The truly great SEO agencies won’t have time to pay digital influencers or any prestigious lists as they are busy improving their craft.

  1. Go for an SEO company that will monitor the metrics that are important for your business.

Previously, I discussed the importance of setting specific goals. This will help you choose the right company in a sense that you will filter the companies that can fulfill these duties. There is no one sure way of telling this is a good performance indicator. At the end of the day, the metrics to monitor would be dependent on the purpose of your website.

Of course, the purpose of a site that has an established group of customers is totally different from a website that is just starting. Thus, these two websites would be monitoring different sets of performance indicators. A good SEO company should be able to distinguish the current needs of the clients. Here’s a list of key performance indicator (or KPI) to monitor:

  • Conversion rate: Do your web visitors become your customers? Are they just mere visitors? What can you do to make them convert?
  • Keyword rankings:Which keywords do you monitor and did the rankings improve ever since you hired an SEO agency?
  • Google bots: Google lets the bots do the scanning. If Google can’t read and scan the contents of website, it cannot determine if it produces useful information or not.
  • Page load time: People prefer fast loading websites. If it takes forever to load, people will automatically leave. No one ever has the patience to wait for more than 5 seconds.
  1. Select an SEO company that is able to communicate well.

Of course, these SEO terms can be overwhelming. The KPIs mentioned above can be a bit hard to digest for the general public. No matter how advanced the tools are, if you don’t know what it means, these numbers are still useless.

Whether you website uses a paid service like SEMRush or a free tool like Google Analytics, your SEO company should be able to explain every bit of information reflected on these tools you used. As a business owner, you won’t have the luxury to study all the data present. Thus, it is important to hire a team of SEO professionals that are able to communicate efficiently.

Yes, SEO is important, but choosing the right SEO company is more important.

SEO is not just a “one day” or “two weeks” task. The working relationship could go on for years. Like I said in part 1, this is not a magic potion. Changes in the website won’t happen immediately. Seeing the effects of the optimization could take years. That’s why, you need to find a group of SEO professionals that you can trust and that can truthfully reveal whatever the results are.

How Do You Choose the Right SEO Company for Your Business? (Part 1)

SEO is a serious business. You don’t want to make a pact with the first company you see. Of course, you want to weigh your options because choosing an SEO company would have huge consequences for your company.

Whether these effects are good or bad, it is up to you. That is why, you have to think it through. Choosing the right SEO partner will surely bring in an influx of organic traffic and better rankings.

two men facing each other while shake hands and smiling

Ultimately, employing the right SEO company will bring you more website sales and less expenses on promoting and advertising. We all want that, right? Minimizing costs and improving the current functionalities of the website. Before signing an agreement, read the tips listed below:

  1. There no magic potion. SEO solutions won’t happen in a snap.

If a company talks about SEO vaguely, that’s already a red flag. Things just won’t magically appear on your website. SEO would entail a long and arduous process of improving a website. It would need specific techniques on how to gain more web traffic, enhancing people to click specific web pages, and etc.

When someone says they have inside information on the algorithms of Google, Bing, Yahoo!, or whatever search engine, that’s obviously a lie. That’s the thing with SEO: it is everyone’s game. No one really knows what exactly affects SEO rankings. One should have a thorough knowledge of the ins and outs of search engines. There will be constant updates so be sure you are hiring someone that knows this very well!

Aside from knowing the littlest algorithm updates, one should be able to know that difference between White Hat SEO and Black Hat SEO. White Hat would mean those acceptable SEO practices while those Black Hat techniques could get you into serious trouble. Applying dubious Black Hat practices could harm your website. In a way, it can demote you into a lower rank, decrease incoming traffic, and other consequences that come with using unethical ways.

  1. Know what you want and discuss that with an SEO agency.

There nothing with knowing what you want to achieve. It is important to know your goals early on and find a company that can meet your goals.

Do not go for a company that will give you vague solutions on how to achieve your goals. There should be a concrete solution on what to do in order to increase web traffic. Besides, traffic does not always mean more sales for your website. Traffic means people are visiting your website often. Who knows maybe your content is the one hindering your web visitors to make a purchase? Or maybe your word choices are not as enticing?

So, it is important to know the nitty gritty on what affects ranking and traffic. Do not settle for a vague answer. There should be a process to follow and it should be very specific. Like what I said on number 1, it won’t happen in a snap. Your team and the SEO agency should discuss in detail what your goals are and they should provide concrete solutions to reach more audience, to increase traffic, and of course, to boost website sales.

The SEO company you will choose should be able to provide the results you are specifically looking for. Never settle for ambiguity and empty promises. More tips are posted right here.

What You Should Expect From An SEO Report

When you hire an SEO service, reports are to expected. Each might contain different information depending on the provider. But the bottomline is that it should give you a clear idea of how it benefits your business.

Sadly, this isn’t usually the case. Most SEO reports contain either useless details or too much technical jargon. For clients who don’t know any better, this can be misleading. So you might continue working with a provider until it’s too late. By then, you’ll realize that deliverables weren’t met and there are no improvements whatsoever.

Knowing what to expect from an SEO report gives you the leverage of finding a competent SEO service that can truly help you meet goals. But before we get to the meaty part, let’s talk about the bare essentials of a good SEO report.


The Basic Elements of an SEO Report

At its core, an SEO report must hold valuable information from a business perspective. It should include data on these key elements:

  • Traffic
  • Conversions
  • Ranking

The main purpose of SEO is to elevate your business. Traffic, conversions, and rankings are important factors for determining whether there are actual improvements – which is why they should be present in any SEO report.


What To Look For In An SEO Report

Of course, there should be more to an SEO report than the basics. How it is presented also matters. It has to be straightforward and contain relevant information on how SEO is benefitting your business in nonplus terms.


1. SEO Metrics

Metrics are an excellent way to track the results of your provider’s efforts. It presents data visually through graphs and charts, giving you a bird’s eye view of how SEO is affecting your website.

SEO metrics should be aligned to your business objectives. For instance, if you have an online store and want more organic traffic, your report must include traffic data. Here are a few relevant SEO metrics based on client needs:

  • Conversion rates show how much of your traffic is making the desired action (i.e. sales, newsletter subscriptions).
  • Page traffic shows which pages have the highest and lowest amount of traffic.
  • SEO-friendliness pinpoints site problems which interfere with SEO efforts. Examples include slow page loading speeds, plagiarized content, and redirect errors.


2. Remarks

SEO metrics must be accompanied by a summary of results. These remarks should be concise – neither too long or too short. They should likewise be transparent. Any information on progress or setbacks have to be included.

Some providers use too many technical jargon in their summarized reports. But terms such as “keyword density,” “HTML issues,” and “outbound links” wouldn’t mean anything to you. Any SEO service worth a grain of salt will focus on your goals. As such, their SEO report will highlight the steps they took to help achieve these goals, as well as update you with the results.


3. SEO Solutions

Your SEO report will only be one of many. As a paying client, you deserve to know what an SEO service plans to do next. They must consider the results they have delivered so far and provide actionable steps on how they can further improve them. The plan of action should be clearly outlined and geared towards helping you reach for your business goals.