The SEO ‘do more with less’ cookbook
How do you get the most out of your SEO program with limited resources? Columnist Bobby Lyons outlines his strategy for using analytics data to find areas of the site that, if improved, could drive additional revenue for the business.
“Do more with less.” How often in our careers have we heard that phrase? Ultimately, that statement always means there is a need to reduce budget while still maintaining growth (or, at a minimum, flat year-over-year performance).
The good news is that in SEO, we are the kings and queens of “do more with less.” SEO professionals today are constantly competing against significantly larger teams — unless, of course, you are working at the online gorilla Amazon or in a top affiliate organization.
Over the past 20 years working in SEO, I have worked in pureplay, omnichannel, startups and Fortune 500, and the cookbook for doing more with less contains the same recipe. Sure, the recipe may need to be modified at an ingredient level to increase servings, but the ingredients never change. What you should find in your cookbook for your “more with less” recipe is as follows:
- Pursue position gains for head terms.
- Maximize CTR (click-through rate).
- Expand long-tail keyword inventory.
- Maximize value from existing traffic.
- Amplify external content marketing efforts.
- Align SEO efforts more closely to the campaign calendars.
Myself, I like to add a bit of a kick to my recipe: I step back and think big picture. How can I adjust my ingredient amounts to maximize the effort to include value for all channels?
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