When speaking about SEO tools, the Google Docs Suite is usually not one which explicitly comes to mind, but this shouldn’t depreciate its place as a must-have tool for any transparent marketing agency.
Over the years, Google has streamlined its approach to cloud-based applications, and along with this has created a wide amount of accompanying applications to rival Microsoft’s very own Office suite.
With this being said, Google’s Docs’ platform has been mass adopted due to its integration with organisational structures, collaborative environment, cloud-based architecture, and of course, free price-point.
In this article, I want to take the opportunity to explain some of the essential SEO tasks we all have to tackle, and how Google has created a platform which not only innovates but streamlines workflow.
For any transparent SEO agency, collaboration should be at the heart of all changes made, be it in regards to content, backlinks or even Technical SEO. With Google docs, both yourself and your client can hop into a document and work together to proof/amend content, and make changes which can be reviewed in real-time.
In a fast-paced environment, organisation is key – when actively working on concurrent projects it’s always important that workflow is managed efficiently; using a project management tool such Asana or Monday quickly becomes essential, and having access to necessary documents & files helps to improve productivity, as well as aid in team-working, where mass-access to certain resources is needed.
Luckily, due to Google Drives API, syncing and accessing documents via project management tools couldn’t be easier!
One of the primary benefits of using a collaborative environment for writing is the ability to view the revision history and see an outline of both internal and external edits made to the content. Outside of its main usage of reviewing changes, it also makes it easier to understand intent if a client has made changes to a document, based on their experience with users.
Migrations can be the make or break of any new website in regards to SEO, and it is important that these are handled with the due care and attention. When handling redirects, it is always important to ensure that all known-old and new-target links are organized and categorised efficiently, and Google Sheets, with it’s vast array of functionality is perfect for this task. Table filtering, vlookup’s, regex matching & the ability to create custom functions makes Google Sheets a go to for any migration, especially in a collaborative environment.
Although Microsoft Powerpoint was once the go-to for presentations, Google Slides has opened up an entirely new approach to both the creation and presentation of information; building upon the collaborative nature of the Docs platform, it uses its Cloud-based architecture to ensure you’re never caught off guard, especially in the event where training or team support is the focus of the session.
One of the main benefits to using the Docs platform, is the Cloud-Based nature of file storage – although popularised by the likes of Dropbox, the Google Drive integration makes it much easier to access files from an account you’ve more then likely synced tools such as Search Console, or Analytics with. With this in mind, it means that you never have to look far to find legacy reports, content, or documentation of a past project.
Google offers both Workspace and Business options, giving administrators the ability to manage staff within said organisation. Like most Google integrations, Docs has been built into this, taking on-board file sharing and access privileges within the Drive environment. This is a big win for marketers, as it allows default access privileges to be granted within an organisation, ensuring that client resources are not locked behind an individual account manager.
As mentioned above with Google Sheet’s custom formulae capabilities, there is no one-set-way to go about any given task, and with a wide array of native tools to choose from, it’s difficult to not find a solution. With this is mind, there are usually niche tasks which require specialist assistance, and for these, you’re more than likely to find an add-on or integration.
These integrations add additional functionality, e.g. advanced sorting, filtering, duplication handling, cell processing, which can help speed up workflow.
When formatting large data sets, Google sheets truly shines. There are often times when huge data sets must be formatted in a specific way – a good example is when processing a migration, using relative URL’s to generate rewrites for simple url’s could be a very time consuming process, but with Google Sheets, you can easily format rewrites with ease.
Finally, for any SEO executive/strategist making data-driven decisions, having the drive platform as a exportation location for data sets found in the likes of Search Console or Analytics is a must. With native support for it’s own services, exporting data from Search console to process within Google sheets greatly improves workflow, and ensures that legacy data is systematically kept.