How To Create Cost Effective SEO Campaigns



Are You Having Trouble Creating Cost Effective SEO Campaigns?

cost effective seo

One of the major dilemmas marketers face is the difficulty of showing a positive ROAS (Return-On-Adspend) within their SEO efforts.

There is hope for us yet, however. With the whirlwind of technological advances made by the search engines in the last few years and the demise of old school link building tactics in turn, Organic SEO Campaigns can still show an absolutely ferocious ROAS, especially when integrated with a strategic Content Marketing Program. Even publishing two or three quality blog posts per month on your company’s blog can become one of the most rewarding endeavors you can invest resources in – provided you know how to create cost effective SEO campaigns.

First of all, ditch your old school link building tactics.

I won’t lie, building links manually still works as well as it did ten years ago…But that isn’t the problem. What IS the problem is that manually building links to manipulate the search results is highly frowned upon by Google’s WebSpam team. Not to mention it completely violates every key principle of Six Sigma and Lean Six Sigma. When you invest your marketing budget in old school manual link building, you are literally setting up a vicious cycle of dramatic situational irony for you and your company to exist in until you become acquainted with more sophisticated and cerebral methods which are FAR more capable of increasing brand equity; and in very legitimate and efficient ways to boot. Do you really want to be the Director of Marketing that spends $1,000 on ten mediocre guest blog posts when you could spend just $250 on just one blog post written by a hired industry expert? Choose the latter and reap diverse rewards for years to come. Not to mention effectively streamlining the scope of your SEO strategy and creating a far more intuitive workflow while amplifying your brand much more effectively.

Second, create the best content in your industry.

You may think this is easier said than done, but one of my favorite tactics is to look at the content that is currently ranking for your targeted keywords and has the most linking and social signals. One of the best ways of being successful in anything is to base your efforts around a proven template. A piece of content that the search engines and more importantly the viewers love is certainly worth looking at for use as a proven template. Think of ways you could improve upon this content and make it your own. This could be as simple as taking the top three pieces of content in a particular SERP (Search Engine Results Page) and handing them over to a professional writer and asking that person to create something better with your brand in mind.

Third, content doesn’t promote itself.

When it comes to content promotion, I’ve seen others say to invest as much time in promoting your content as it did to create it. While this is a better idea than writing the perfect blog post and just tweeting a link to it once, I suggest really going the distance with your content promotion. According to many recent studies, content marketing is by far the highest value in digital marketing but is far and away the most difficult digital marketing channel to execute effectively. Why is this? I believe it is simply because these marketers are consistently failing to implement cost effective SEO strategies within and alongside their content marketing efforts. In fact, over 90% of B2B marketers say that they are using content marketing in 2016. However, 70% of those marketers report that their content marketing programs are not effective. Don’t be a statistic!

Fourth, consider fundamentals like keyword research, on-page SEO, and technical SEO.

Before you can create the most engaging content to promote, you need to know your market and who you’re speaking to. Google’s keyword planner is a simple and easy way to effectively analyze any given market today, especially when you throw those same keywords into Google Trends to gauge a waxing or waning market in a visual way. You’re essentially looking for a few dozen (hopefully) keywords  that have two or three words in the phrase and show a consistent or growing search volume over time. Keywords that show buying intent and fit these parameters are your golden goose.

On-page SEO is just about as important as keyword research. Without optimizing your URLs, title tags, meta descriptions, H1 and H2 headings, body copy, and images; you are going to be missing out on a ton of much needed attention from search engines and more importantly again, viewers. Without a clear focus built into the core of your content via on-page optimization, the search engines will give you less exposure in the SERPs and your viewers won’t link to you with desirable anchor text, or at all.

Your technical SEO skills will come in handy when it comes time to speed up page load times by streamlining bloated or nasty code, and by utilizing a Silo structure to organize your content by theme in a crawl-able way.

Fifth, always play by the rules.

It may occur to you to try and bend the rules, or just break them outright. I can assure you that this is pointless. Webpages that don’t deserve to rank are not nearly as profitable as pages that do deserve to rank. Just yesterday I did some outreach to promote a piece of content for a local home service provider,  and I sent just over 100 emails early in the morning. Less than 12 hours later I had already received a blog comment on the content asking for a price quote for service, and I was just trying to get some exposure, the blog comment was just a symptom of quality marketing. By the way, the conversation started by that blog comment will be a more powerful salesman for that company than they could ever hope to hire. He’s on the job 24/7, and will be for years to come. That’s cost effective SEO.

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