Creating Agile SEO Campaigns

1. Creating Agile SEO Campaigns CREATING AGILE SEO CAMPAIGNS HOW-TO GUIDE

2. 2 Creating Agile SEO Campaigns How-to Guide Most marketers are familiar with the buzzword – “Agile Marketing” – and are taking steps to adapt current marketing practices to this model. Agile Marketing is the application of a simple process popularized by software developers of “build, measure and learn” to marketing practices. To learn more about the concept of Agile Marketing, review our How-To Guide – Getting Started with Agile Marketing. The practicality and versatility of the “Agile” approach has led to its application in a variety of marketing initiatives, including social, lead generation and SEO. Organically, Agile SEO makes sense. With the constant addition of new web pages and the influx of new buzzwords every day, it seems only natural to continuously revise the content and keywords that are generated in order to optimize searches for services, products or content. This How-To Guide defines Agile SEO, the reasons to engage in Agile SEO campaigns and the key components of the Agile SEO approach. The Agile SEO approach recognizes that SEO is more effective when it is continuous and ongoing. Content on the web is always in flux, and Agile SEO matches the dynamic nature of the web. This approach calls for many iterations of incremental content change, fine tuning between each pivot to achieve optimal performance. HOW-TO GUIDE Creating Agile SEO Campaigns What is Agile SEO? www.searchenginejournal.com “When people talk ‘Agile SEO’, they normally discuss the benefits of a procedural department-wide shift to the agile framework, or the development of technical tools to approach SEO problems with more of a program- mer’s mindset ... At the core of agile SEO development, the concept is to develop a system of releasing content through repeated cycles (iteration) and in smaller portions at a time (incremental). In this framework, the iteration is done with the early release of content and subsequent updating and ‘nurturing’ of this content.” 2 Creating Agile SEO Campaigns How-to Guide Most marketers are familiar with the buzzword – “Agile Marketing” – and are taking steps to adapt current marketing practices to this model. Agile Marketing is the application of a simple process popularized by software developers of “build, measure and learn” to marketing practices. To learn more about the concept of Agile Marketing, review our How-To Guide – Getting Started with Agile Marketing. The practicality and versatility of the “Agile” approach has led to its application in a variety of marketing initiatives, including social, lead generation and SEO. Organically, Agile SEO makes sense. With the constant addition of new web pages and the influx of new buzzwords every day, it seems only natural to continuously revise the content and keywords that are generated in order to optimize searches for services, products or content. This How-To Guide defines Agile SEO, the reasons to engage in Agile SEO campaigns and the key components of the Agile SEO approach. The Agile SEO approach recognizes that SEO is more effective when it is continuous and ongoing. Content on the web is always in flux, and Agile SEO matches the dynamic nature of the web. This approach calls for many iterations of incremental content change, fine tuning between each pivot to achieve optimal performance. HOW-TO GUIDE Creating Agile SEO Campaigns What is Agile SEO? www.searchenginejournal.com “When people talk ‘Agile SEO’, they normally discuss the benefits of a procedural department-wide shift to the agile framework, or the development of technical tools to approach SEO problems with more of a program- mer’s mindset ... At the core of agile SEO development, the concept is to develop a system of releasing content through repeated cycles (iteration) and in smaller portions at a time (incremental). In this framework, the iteration is done with the early release of content and subsequent updating and ‘nurturing’ of this content.”

3. 3 Creating Agile SEO Campaigns How-to Guide If you’re not formally conducting SEO, then adopting the agile approach to it is simple. If you’re switching from traditional SEO planning to an Agile approach, it may seem like a daunting task. However, the effort to create Agile SEO campaigns will yield practical benefits and immediate ROI. The top reasons to utilize the agile approach for SEO are: The Agile SEO approach implements a cyclical method of testing, applying and evaluating. HOW-TO GUIDE Reasons to Engage in Agile SEO Campaign Continual Testing & Learning — The Agile SEO method encourages testing of new ideas and concepts. This creates an atmosphere of experimentation for content development and generates an efficient way to build long-term keyword success. Stay Competitive – Competitors will work tirelessly to rank #1 for their top keywords, so it is important to keep a watchful eye on your rankings as well. Adapt Quickly to Change — A great strength of Agile SEO is that it enables a quick response to changes. The continuous cycles of this approach provide ample opportunity to implement and measure fully integrated campaigns. Decrease Rate of Failure — The core of the Agile approach diminishes the concept of failure. By continuously planning, testing, and evaluating SEO campaigns in short increments, you are constantly improving on your SEO strategy over time. Agile SEO Approach Plan Implement Measure Improve Creating Agile SEO Campaigns Beginning an Agile SEO campaign is as simple as increasing the frequency of your planning. Instead of a yearly or quarterly SEO planning session, consider the continuous cycle of plan, imple- ment, measure and improve that Agile SEO prescribes. If you do, you can stay a step ahead of your competition in the search rankings. Bottom Line 3 Creating Agile SEO Campaigns How-to Guide If you’re not formally conducting SEO, then adopting the agile approach to it is simple. If you’re switching from traditional SEO planning to an Agile approach, it may seem like a daunting task. However, the effort to create Agile SEO campaigns will yield practical benefits and immediate ROI. The top reasons to utilize the agile approach for SEO are: The Agile SEO approach implements a cyclical method of testing, applying and evaluating. HOW-TO GUIDE Reasons to Engage in Agile SEO Campaign Continual Testing & Learning — The Agile SEO method encourages testing of new ideas and concepts. This creates an atmosphere of experimentation for content development and generates an efficient way to build long-term keyword success. Stay Competitive – Competitors will work tirelessly to rank #1 for their top keywords, so it is important to keep a watchful eye on your rankings as well. Adapt Quickly to Change — A great strength of Agile SEO is that it enables a quick response to changes. The continuous cycles of this approach provide ample opportunity to implement and measure fully integrated campaigns. Decrease Rate of Failure — The core of the Agile approach diminishes the concept of failure. By continuously planning, testing, and evaluating SEO campaigns in short increments, you are constantly improving on your SEO strategy over time. Agile SEO Approach Plan Implement Measure Improve Creating Agile SEO Campaigns Beginning an Agile SEO campaign is as simple as increasing the frequency of your planning. Instead of a yearly or quarterly SEO planning session, consider the continuous cycle of plan, imple- ment, measure and improve that Agile SEO prescribes. If you do, you can stay a step ahead of your competition in the search rankings. Bottom Line

4. 4 Creating Agile SEO Campaigns How-to Guide 1 2 3 4 5 Plan Implement Measure Repeat Define Key Performance Indicators (KPIs) for your SEO campaign. This could include, but is not limited to ROI, keyword ranking, click- through rate, order conversion rate, average order value, lead generation conversion rate, average cost per conversion, and search as a percent of site traffic. Action Plan STEP 1 - Plan Improve V I E W R E S O U R C E Search Engine Optimization Playbook Planning with your Search Engine Optimization Playbook 4 Creating Agile SEO Campaigns How-to Guide 1 2 3 4 5 Plan Implement Measure Repeat Define Key Performance Indicators (KPIs) for your SEO campaign. This could include, but is not limited to ROI, keyword ranking, click- through rate, order conversion rate, average order value, lead generation conversion rate, average cost per conversion, and search as a percent of site traffic. Action Plan STEP 1 - Plan Improve V I E W R E S O U R C E Search Engine Optimization Playbook Planning with your Search Engine Optimization Playbook

5. 5 Creating Agile SEO Campaigns How-to Guide 1 2 3 4 5 Plan Implement Execute your SEO initiative. Begin by under- standing the baseline performance of your current set of web content by reviewing the analytics data. Identify specific pages of web content that are underperforming and prioritize your efforts for these pages, keeping in mind that you’ll want to eventually use Agile SEO techniques on all your pages. Next, determine what keywords should lead to content on your site, and then evaluate these keywords using Google’s Keyword Planner to select those with the highest traffic and least competition. Action Plan STEP 2 - Implement Improve Measure Repeat SEO Keyword Database V I E W R E S O U R C E Planning your Search Engine Optimization Effort 5 Creating Agile SEO Campaigns How-to Guide 1 2 3 4 5 Plan Implement Execute your SEO initiative. Begin by under- standing the baseline performance of your current set of web content by reviewing the analytics data. Identify specific pages of web content that are underperforming and prioritize your efforts for these pages, keeping in mind that you’ll want to eventually use Agile SEO techniques on all your pages. Next, determine what keywords should lead to content on your site, and then evaluate these keywords using Google’s Keyword Planner to select those with the highest traffic and least competition. Action Plan STEP 2 - Implement Improve Measure Repeat SEO Keyword Database V I E W R E S O U R C E Planning your Search Engine Optimization Effort

6. 6 Creating Agile SEO Campaigns How-to Guide 1 2 3 4 5 Plan Measure Improve Using the analytics data for your website, compare the results to the baseline metrics. Evaluate the success of your most recent efforts. If they have met your goals, shift your attention to the next set of web content on your priority list. If the results are not meeting expectations, make improvements as discussed below. Action Plan STEP 3 - Measure Implement Repeat Website Metrics Dashboard V I E W R E S O U R C E Analyzing Data with the Website Metrics Dashboard 6 Creating Agile SEO Campaigns How-to Guide 1 2 3 4 5 Plan Measure Improve Using the analytics data for your website, compare the results to the baseline metrics. Evaluate the success of your most recent efforts. If they have met your goals, shift your attention to the next set of web content on your priority list. If the results are not meeting expectations, make improvements as discussed below. Action Plan STEP 3 - Measure Implement Repeat Website Metrics Dashboard V I E W R E S O U R C E Analyzing Data with the Website Metrics Dashboard

7. 7 Creating Agile SEO Campaigns How-to Guide 1 2 3 4 5 Improve Repeat Identify areas of improvement by recognizing which keywords and/or content are proving to be the most successful for your KPIs. As necessary, make incremental changes to the content, increasing the keyword density, changing the keyword mix or both. Action Plan STEP 4 - Improve Plan Implement Measure SEO Optimization Checklists for Improvements SEO Optimization Checklists V I E W R E S O U R C E S 7 Creating Agile SEO Campaigns How-to Guide 1 2 3 4 5 Improve Repeat Identify areas of improvement by recognizing which keywords and/or content are proving to be the most successful for your KPIs. As necessary, make incremental changes to the content, increasing the keyword density, changing the keyword mix or both. Action Plan STEP 4 - Improve Plan Implement Measure SEO Optimization Checklists for Improvements SEO Optimization Checklists V I E W R E S O U R C E S

8. 8 Creating Agile SEO Campaigns How-to Guide 1 2 3 4 5 Improve Repeat Continue following the workflow mapped out above in “Agile SEO Approach.” Go through this Agile SEO process continuously, taking the time to revise and re-implement your keywords on a regular basis to constantly improve your rankings on search results pages. Action Plan STEP 5 - Repeat Plan Implement Measure Agile Marketing Guide & Toolkit V I E W R E S O U R C E Using Your Agile Marketing Guide and Toolkit 8 Creating Agile SEO Campaigns How-to Guide 1 2 3 4 5 Improve Repeat Continue following the workflow mapped out above in “Agile SEO Approach.” Go through this Agile SEO process continuously, taking the time to revise and re-implement your keywords on a regular basis to constantly improve your rankings on search results pages. Action Plan STEP 5 - Repeat Plan Implement Measure Agile Marketing Guide & Toolkit V I E W R E S O U R C E Using Your Agile Marketing Guide and Toolkit

9. Demand Metric is a marketing research and advisory firm serving a membership community of over 100,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com About Demand Metric Follow us on Twitter Like us on Facebook Join Linkedin Group © Demand Metric Research Corporation. All Rights Reserved. Demand Metric is a marketing research and advisory firm serving a membership community of over 100,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com About Demand Metric Follow us on Twitter Like us on Facebook Join Linkedin Group © Demand Metric Research Corporation. All Rights Reserved.