We’ve all heard the phrase “do more with less” over our careers about a bazillion times. Perhaps there is some weight to the phrase. What it if it were possible? Think about cooking, for example. If you’ve ever gone online to peruse recipes, you’ll find that there are many out there. I, for one, am easily deterred by recipes that have lists of ingredients a mile long. However, when I see a tasty, delicious meal that has 5 or less ingredients in it, I am far more attracted to it. Because at the end of the day, I’m a busy work-from-home mom with a lot on my plate. Less is indeed more.
Same goes for SEO. If you can maximize your output with only working on several specific key factors, are you interested in hearing more? As an SEO you are probably used to competing against the big dogs in the industry, and you want to know how you can keep up without adding more to your to-do list. By focusing on the following tools (the amount of each one may vary from time to time), you can accomplish “more with less”:
- Maximize CTR (click-through-rate)
- Seek position gains for head terms
- Strengthen outside content marketing efforts
- Boost value from traffic you already have
- Broaden long-tail keyword reserve
Arrange SEO efforts closer to the campaign calendars
As previously mentioned, the amount of time spent on each of these factors may vary. It’s good to step back and look at the entire picture and ask yourself: “how much time should I spend on each of these factors in order to give value to my campaign and max out my efforts?”
A great way to begin is to run a test to get a set of data so you can evaluate where exactly you can improve your process in order to yield a higher user experience and your products/service can drive additional revenue. Highlight the results in either red or green, red standing for areas that need improvement and green standing for areas that you want to replicate. For example, perhaps you highlight in red the bounce rate for a particular landing page and in green you highlight a CVR percentage for Mobile Traffic.
- Locate the positives and conclude which potential benefits exist for other pages. For your data highlighted in green, take the time to understand why those metrics are positive. For example, perhaps the Conversion Ratio (CVR) is very high for your home page. It is important to conduct an analysis, but to also remember that home pages have a higher chance of visitors entering them multiple times.
- Locate the pages on your site where one device type is outperforming another. For example, perhaps the bounce rate for mobile devices is much higher than that of a desktop computer or laptop. It is important to conduct an analysis to see if there are potential load times or other factors inhibiting mobile users from having a good user experience.
- Find areas where there are poor metrics for both desktop and mobile devices. If there are poor metrics on a certain place in your website for both desktop and mobile devices, this indicates that there is most likely a shared technology issue, experience issue, or a merchandising issue. For example, maybe the bounce rate was very high on a Clearance page. As we know, users love to browse through good sales, therefore the Clearance page should have a relatively low bounce rate. This could mean that the deals are not enticing enough.
- Build out the ‘What If’ model. The what if model is simply to give yourself an idea on what your website could be producing if all pages were working at their optimal levels. For example, if the Clearance page were receiving the same revenue per visit as the home page, you could have made $X amount more weekly, and therefore $X amount more annually.
By following these steps and implementing the factors listed above, you can “do more with less” in your SEO campaign in order maximize traffic and profits.