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
-
Using Anchor Link in the Main Navigation
Has anyone ever used anchor links as a drop-down in a sub-collection from the main navigation and does it have any negative impact on link equity? My client has large product collections and sub-collections, these are then separated into further subsections which are open within the same page (see attached). What I want to do ideally is in the main navigation feature 'Mad Hatter Costumes and Accessories'. This will obviously have a # in the URL though and I am was wondering if this might hurt the chance of the page ranking? If anyone has any experience in this it would be really helpful!! Thanks in advance 🙂 m5Qd5VO
Conversion Rate Optimization | | BAO.Agency0 -
Has anyone ever used Adwords' Forwarding Numbers as a Call Tracking Service?
Hi, I was taking over a client's Adwords account from a previous agency. It appears the former agency added the Google Forwarding Number (for call tracking on call extensions) and added it to the client's website. Therefore, if anyone calls that number from the website, it would register within Adwords (just not as a conversion but as a click under "call extensions") The problem: you can't filter by phone number (the same number calling +1 would indicate spam) you can filter by device (so tablet / computer) can be considered spam generally. Questions: Anyone ever used this before? Your thoughts? Does anyone know if there is spam coming from mobile devices now-a-days? Please tell me what I'm missing. Any advice / anyone else seen this / done this? Thanks Moz Community, Cole
Conversion Rate Optimization | | ColeLusby0 -
Use "Brand Name" or things like "Free Shipping" in Ecommerce Product Title Tags?
Given the current industry best practices and changes to Google algorithms, should I be using "Product name...Brand Name" or something like "Product Name...Free Shipping (or similar)" in my ecommerce title tags? Thanks!
Conversion Rate Optimization | | jeffbstratton0 -
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 -
How to make use of those traffics on non-conversion page?
I am working on a website which sells eBooks softwares, most of posts on the site are teaching people how to solve eBook-reading problems and will lead visitors to download and try the software. But some posts are not related to the software, we just write it for traffic, for example: link-bait post such as top xxx romantic eBooks, free eBooks tools review, etc. These posts have got a pretty considerable traffic, but visitors just come here, read, like/share/comment, then leave. Is there any way I can make use of these pages to convert? Thanks
Conversion Rate Optimization | | JonnyGreenwood0 -
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 -
Which Survey Tools Have You Used? (or know of?)
I'm looking for a website survey tool so I can get more targeted feedback from my users. I've looked at a few (4Q, KISSInsights) so far but I think I might need something more robust. There are specific actions that users are taking on our websites that we would like to investigate deeper so I need a tool that can either only survey users who perform that action (users who bounce, users who enter via a specific page, users who visit a landing page but don't convert, etc) or at least let me segment after the fact so I can identify feedback from a specific type of user. I would appreciate any specific tools that you know of that can accomplish this type of targeting. You don't even need to describe it, just provide a link and I'll give you a thumbs up. Thanks
Conversion Rate Optimization | | kimwetter0 -
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