PPC, you can expect quicker success than with organic SEO alone. But proceed with
extreme caution: If your site isn’t optimized for your target audience, it may not be an
effective destination for PPC visitors.
Cut reporting loose.
If you seriously don’t have the time, consider delegating your site
visibility check to someone else in your organization. Yes, this will seriously handicap
your ability to analyze and improve your campaign. But asking an administrative assis-
tant to gather numbers for you is better than not tracking at all. After all, if nobody’s
collecting information about your site’s performance, how do you know whether
you’re wasting what little time you
have to spend on SEO?
Do it all, but with a smaller scope.
If you’re low on time, do your slicing the way the
SEO consultants do: by limiting your campaign to fewer conversion goals, audiences,
or landing pages. For example, focus on only one product line or one landing page,
whittle down your top-priority keywords to just a couple, or focus on only one seg-
ment of your potential audience. In this way, you’re still working toward increasing
your targeted traffic using a holistic approach to SEO.
Be a dedicated dud-dropper.
We’d love to be able to list SEO tasks in order from the
best to worst effort-to-results ratios. But these factors vary widely from organization to
organization—one website’s success story is another’s sob story. So, you will need to
track your own results and figure out for yourself which SEO tactics are working for
you and which are wasting your time. Once you have some data under your belt, feel
free to slash and burn.
You may have the big idea to strip down Your SEO Plan to just focus on Google
ranks and nothing else. While this is a common sentiment expressed by clients we’ve
come across, it really isn’t a reasonable slacking mindset. There are couple of reasons
why you shouldn’t act on this kind of Google-centric instinct. For one, achieving good
ranks in Google for any meaningful keyphrase requires the opposite of slacking; it’s
hard work! And second,
In fact, a well-rounded approach to SEO is the
kind that will improve your
website’s ranks in Google. You can’t really strip out all but the Google-related tasks
and have less work to do.
Pearl of Wisdom:
Google does not exist in a vacuum.
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