Just like the rest of your campaign, your slacking plan will be customized. Here are a few fictional
examples of well-constructed “slacker”efforts:
Focusing on PPC
Jeanna works at a five-person B2B software development firm.As the only
admin staffer, she is responsible for everything from payroll taxes to coffee filters. She had hoped
to spend an on SEO, but other crises are always interfering with her plans.Still, her boss
is looking for results. As she learned in Chapter 2,“Customize Your Approach,”one of the advan-
tages of a B2B business is a high conversion value.That means that even a small number of con-
versions can pay off big for her organization.Jeanna convinced her boss to invest in six months of
highly targeted PPC.She devoted about one hour per week to managing the campaign and a full
day each month to documentation.Who knows? Maybe the new accounts that can be attributed to
the PPC campaign can be used to hire Jeanna an assistant!
Focusing on a single goal or audience
Alonzo is in Development at a mid-size nonprofit.The
organization is optimistic about using search to improve volunteer awareness as well as to increase
online donations. However, with limited time and almost no knowledge about the volunteer side
of the organization, Alonzo chooses to focus his SEO efforts on online donations first and move on
to volunteer awareness later.
Lengthening the process
Laura works in Marketing at a medium-size B2C selling school
supplies. She took advantage of the traditionally slow spring season to get started on her SEO
campaign—the Prep Month and Month One only. She’ll be able to see some advances from the
basic optimization and continue with the remainder of the plan when time allows.
The Extra Credit Continuum
Extra credit in SEO doesn’t require as much soul-searching and premeditation as
slacking. Usually extra credit is just a natural extension of what you’re already doing
with your site. SEO encompasses a wide variety of disciplines and activities, from cre-
ative writing to coding. You may just discover one aspect of it that grips you and run
But, if you’re extremely gung ho on SEO extra credit, we will wave this yellow flag:
Pearl of Wisdom:
Don’t go so deep in any one area of SEO that you ignore everything else.
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