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
-
Will Landing Page Design with Large Areas of White Background Enjoy a Higher Conversion Rate?
My designer has created a landing page with a dark background. Text is white and other colors. Does a dark background impact the conversion rate? Is it better to have a white background? I am concerned that a dark background may distract visitors. The landing page is: http://www.nyc-officespace-leader.com/MidtownLawOfficeSublet3300SFBelowMarket We plan on using this landing page for LinkedIn advertising. Thanks!!
Conversion Rate Optimization | | Kingalan10 -
About how much time should I budget for an adwords audit?
Hi, I'm considering devoting either my time to or jobbing out an adwords audit. The account has about a dozen campaigns and in total about 60 ad groups, 15 landing pages. About 6000 clicks and about 450 lead gen conversions. Conversions are phone and thank you page. The account involves search, display and retargeting. Client is looking for actionable insights about both the account and the landing pages, prioritized, in order to lower cost per lead. Here are my questions: How many hours of work? How extensive of a deliverable is the result? What might this cost if I hired a knowledgeable individual (not a big firm)? Thanks!
Conversion Rate Optimization | | 945010 -
Using my Adwords budget
Hi, I have a huge budget for adwords but I only seem to be using about 1/10 of it daily. How to I go about using more budget but also keeping my conversion costs and % around the same? And should each campaign have its own set of unique keywords? Should these keywords never appear in more than 1 campaign? Any tips on maximising budget and increasing conversions would be great. Thanks
Conversion Rate Optimization | | YNWA1 -
Which eCommerce site you consider using best practices? Site we can learn from
Hi, I'm looking to hear thoughts and suggestions as per sites that you consider to have great practices in the eCommerce world. Almost none of the sites do everything good so you can split your suggestions by any criteria -
Conversion Rate Optimization | | BeytzNet
the site structure
conversion funnel
Converting product pages (good design)
content creation and blog management / structure
content marketing
SEO guidelines / practices
... Thanks0 -
New Trend: Large Format Scrolling (eg. parallax)
There is a new website design trend that utilizes large format content that requires lots of vertical scrolling, often with the use of parallax scrolling effects. A good example of this new design trend can be found at:
Conversion Rate Optimization | | gbkevin
moz.com/products I was wondering if there were any insights as to the effectiveness of this new design trend in regards to conversion rate optimization, persuasion, etc. Has anyone seen or heard of measurable improvements switching to this new style and design format that uses bigger visualizations and requires more vertical scrolling? Thanks for any insights!0 -
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 -
A/B Testing. What do you use?
About to do some A/B testing (conversion improvement) for multiple clients. There are so many solutions out there. Does anyone have any suggestions. A/B testing will be done for both SEO & PPC Campaigns.
Conversion Rate Optimization | | waqid0 -
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