How to use a large budget
-
Hi All,
This is more of an open discussion to gather some advice / strategy tips for a large spending client - so looking for some experts tips here.
Potentially, there is a large client on the horizon, with a budget for 'SEO' starting at the 15k PM region.
My question is- in what way would you personally begin to utilise this budget in absolute benefit of the client. What would you propose strategy-wise to begin with, what else would you incorporate along the line? How would you generate results not just from SEO, but from additional channels?
PS - They have a separate budget for PPC.
An open discussion and plenty of ideas would be fantastic.
-
If you need writers to help ramp up, we have some capacity on our UK site. (textbroker.co.uk).
As much as I love content, creation is only part of the battle. You may want to think about social media, guest blogging and relationship-building to help promote your content. Of course, you'd have to look at where your client's customers are and go from there.
Good luck!
-
15K pm... media or media & management? If it is just Media it seems bizarre they would spend that much on SEO, when they could hire a top PR/Copy writing agency for a lot less.
I digress.
- Paid online publications
- Viral competition promotion
- Invest in the latest tracking/technology resources
- Content, Content, Content (Info-graphics, Written Content, Video, Photos ect)
-
Lots of good additional info there Charles
-
Great answers guys, many thanks.
You have confirmed that the track I was looking at is indeed the correct one. The Wikipedia page is a great idea. Thanks for the link to http://www.quicksprout.com/ - looks like an awesome resource.
-
Everyone is always going to have different approaches Brian
But just in terms of budget, Matthew's client has around £15k per month, which sits very firmly in the 6-figure region.
Like yourself, I can only speak from experience of what has worked for my clients. Diversity is what makes the world go round
-
I know you meant good stuff, Andy : )
I think we have a tiny difference in approach...and I can definitely see your side.
I agree that putting all your eggs in one basket is a potentially HUGE waste of money.
However, I do think you should only have a few baskets. It's simply not possible to create hundreds of amazing articles without a 6-figure budget.
In my experience you get a better ROI from 10 mind-blowing pieces of content vs. 100s of very good articles.
And while Google has likely decreased link value coming from syndicated infographics...they still very much value links pointing TO infographics on your own site.
-
By buckets of content, I'm not referring to $5 pieces penned by would-be copywriters - Sorry, never thought to clarify that
However, putting all your eggs in one basket is something of a no-no. Would I ever recommend a client spend thousands on one article? There comes a point of diminishing returns and that will get hit. However, have a couple of hundred amazing articles written and cast your net out to catch as many fish as possible.
Also worth remembering that Google has cottoned on to infographics and you don't get the same from them now. Too many have been created to the point of saturation.
However, videos are great and I have seen many SERP increases just by placing a video on a page.
-
I agree with Andy that content should be your focus.
However, with a budget like that, the last thing you should be doing is creating "buckets of content".
Volume isn't going to get you a single link: you need to create outstanding, mind-blowing stuff.
Just look at this guide by QuickSprout...this is the type of stuff that naturally generates links:
Did this take a lot of effort and money? Sure did.
But that ONE piece of incredible content is worth so much more than hundreds of "good" articles.
Think animated videos, stunning infographics and definitive guides. That's the type of stuff that will drive links and social signals.
-
In terms of writers, it depends what market they are in. You might find some that are specific to their industry (or maybe not). I have heard good things about Copify and know a few places that deal with them.
In terms of additional activities, the next best bang for buck will be to ensure all pages are targeting phrases correctly (meta, titles, etc), but you are likely to get the most from a solid link-building campaign. Have you also thought about creating them a Wikipedia page?
-
Thanks Andy,
Yeah, I was thinking about a pure content based strategy and getting some top-notch writers lined up as the main way to generate a decent link profile.
We are also developing their site, and so we will have bucket loads of time initially to develop on-site too.
However what, in addition, could be utilised that would add real value outside of content?
Further to the content - I'd need to look at some additional writers which may take a while to locate and bed in, so does anyone know of any trusted third party (UK Based) writers that could be contracted in in the short time?
-
With a budget like that, you could write so much great content - and this is what it's all about at the end of the day.
Start with having buckets of content written for the site, for articles, blog posts, etc., and then move on to sharing and then link-building. With so much great content, you will be able to show potential sites this content that they can link to.
Share it all around the social platforms as well - perhaps look at getting a video or two created as well.
As long as they don't have problems such as Panda or Penguin to deal with, then just employ some marginal on-page techniques for the site itself - Meta, Titles, internal links, etc.
Andy
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Should Mobile Header Design Use Big White Area for Large Male Thumbs when 65% + of Visitors are Male?
About 65% of our visitors are male. Consultant "A" produced design "A" (see attached). This design incorporates large white areas so there there is sufficient space for male visitors with larger fingers. Consultant "A" also was of the opinion that the menu "hamburger" bar should have the word "menu" under it and that displaying it would increase conversions. Consultant "B" is of the opinion that displaying as much content above the fold is key to maximizing conversions. They believe that we don't have to use so much space between elements and that the word "Menu" is not necessary to display beneath the hamburger. I have enclosed design "B" from consultant "B". Personally I prefer the 2nd design, however I understand that conversion is down to a science and there are certain accepted protocols and standards that serve to increase conversions. Does anyone have opinion as to which of the 2 attached designs would work best for conversions? Thanks,
Conversion Rate Optimization | | Kingalan1
Alan UOf1rKo eQRWToZ0 -
Anyone using WebP to optimize your images? Also is there any SEO benefit to doing so?
While researching ways to optimise images for SEO and quick load speeds, I've come across this:
Conversion Rate Optimization | | adamlcasey
https://developers.google.com/speed/webp/download Is anyone using this and are you seeing any SEO benefits?0 -
Root or sub domain for my site? (I forgot which I used to target)
Hi there, I'm sorry for what is most likely a daft question with an easy answer. I have searched the web but whilst there are lots of answers about this generally, nothing seems to answer my specific problem. I have just begun relaunching my site - workingfirstaid.co.uk - but basically cannot remember if I used to try and get links pointing to www.work... or work... I know I have so few links already that it probably doesn't really matter, but I don't want to spend time pointing to the wrong version. My internal links point to the non www version, but searching google for [working first aid] brings up the www version. Thanks in advance for your time! Cord
Conversion Rate Optimization | | cordite0 -
Can using the Google Keywords tool and/or SEOmoz cause problems for my company's IP address?
I just started with a company a few weeks back, working on-site doing SEO work. I've been using SEOmoz as well as Google Adwords' Keywords tool. I just got a message from one of our reps saying that people at the office (and this is a huge office) have reported tons of CAPTCHAs being thrown up frequently. I told them I had been running searches with Google Keywords tool and SEOmoz, but would that really cause that much of a problem? Is there anything I can do in order to fix this, some keyword finders that won't get me in trouble, etc.?
Conversion Rate Optimization | | SmokewagonKen0 -
Google Plus account - Should I use Brand or Product Type
Hi Let's assume that our company's name is "Smith Computers" and we specialize in Ultrabooks (for those who don't know - super light and slim computers - a niche within computers for the matter). Under which name would you open the Plus account - Smith Computers Ultrabooks Smith Ultrabooks Smith Ultrabooks Computers The example is not 100% but the question remains - No one knows Smith Computers and even if we turn up in search results for computers, the customers are not looking for our type products.
Conversion Rate Optimization | | BeytzNet
However, it is our brand name! Ultrabooks - I assume it will help us gain followers faster but will be hard to brand. The followers will be people who like the product and not the company but might be good people to sell to in the future. I'd say that option 3 is half branding and option 4 is 75% branding 🙂
Both will also have good chances to pop up in search results. The company at hand is a family owned business. We do not plan to rule the industry but rather taking it to the next level. We do not count on having thousands of people searching Google for "Smith Computers" like Best Buy etc. Please consider that at the end we want to use it both for promoting our brand (slowly) but also (and maybe mainly) SEO (by getting more people that click +1 onsite). We currently have lots of Facebook followers but naturally they only Like and not +1 Please help...0 -
Any providers offering a/b testing using JS callbacks?
Hi all, I am looking to test the impact of buy button wording on conversion rate. The website in question has a few thousand products on non-dynamic URLs. The common a/b testing products on the market restrict tests to a single URL, or you have to enter all the URLs being tested which isn't practical. Ideal Solution What I'd really like to do is: use the provider's web app to configure an experiment with a name and a description of the variations; use some JS code to run the experiment with a callback to carry out the variation. This would allow me to easily put this code on the product details page template. I've written example code below for how this would look. When the experiment is run, the provider's framework would a) tell my code what variation to run, and b) handle the measuring of conversion rate. Questions Are there any providers which work like this? Is there an alternative solution on the market? If there isn't someone already doing this, would it be useful to anyone else? Joel // Loads the provider's framework. // Setting the experiment to run when doc is ready.
Conversion Rate Optimization | | switchplane
// Assumes jQuery environment.0 -
When is it good to use target="_blank"
Hi! Just wondering about user experience and when to use target="_blank" in links on the website. Let's take homepage, for example. Is it better to have social media icons (for Facebook page or Twitter or Google+ page) open in a new window on homepage? When is it appropriate to use target="_blank" and when using it is too much for a user to handle? Am I right to say that target="_blank" should be used when you don't want that link to get on the way of what visitor is doing? What's best for conversion? If you have some resources on the subject - feel free to share them. Thanks! I appreciate all responses!
Conversion Rate Optimization | | MaxMinzer0 -
Using overlay content on landing pages - possible? recommended?
We want to use an overlay, like a modal dialog, in a landing page to show more information to support conversion without linking to another page or using popups. Anyone have any stats on success or risks? We've considered simple roll-overs to provide some more info, but everyone has raised alarms that we may be introducing a potential technical or usability hurdle for users. The overlay would display when someone rolled over or clicked a "Learn More" link on the page to provide additional offer reinforcement points to drive the visitors from consideration to conversion. Aside from our own testing, we don't have any sources to cite as to whether this approach can or will impact or aid conversion. Any insights would be appreciated.
Conversion Rate Optimization | | lh27121