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AGILE SEO
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HOW-TO GUIDE
Creating Agile SEO Campaigns
HOW-TO GUIDE
Most marketers are familiar with the buzzword – “Agile Marketing” – and are taking steps to adapt
current marketing practices to this model. Agile Marketing is the application of a simple process
popularized by software developers of “build, measure and learn” to marketing practices. To learn
more about the concept of Agile Marketing, review our How-To Guide – Getting Started with
Agile Marketing.
The practicality and versatility of the “Agile” approach has led to its application in a variety of
marketing initiatives, including social, lead generation and SEO. Organically, Agile SEO makes
sense. With the constant addition of new web pages and the influx of new buzzwords every day,
it seems only natural to continuously revise the content and keywords that are generated in order
to optimize searches for services, products or content.
This How-To Guide defines Agile SEO, the reasons to engage in Agile SEO campaigns and the key
components of the Agile SEO approach.
“When people talk ‘Agile SEO’, they normally discuss the benefits of a
procedural department-wide shift to the agile framework, or the develop-
ment of technical tools to approach SEO problems with more of a program-
mer’s mindset... At the core of agile SEO development, the concept is to
develop a system of releasing content through repeated cycles (iteration)
and in smaller portions at a time (incremental). In this framework, the itera-
tion is done with the early release of content and subsequent updating and
‘nurturing’ of this content.”
www.searchenginejournal.com
The Agile SEO approach recognizes that SEO is more effective when it is continuous and ongoing.
Content on the web is always in flux, and Agile SEO matches the dynamic nature of the web. This
approach calls for many iterations of incremental content change, fine tuning between each pivot
to achieve optimal performance.
Stay Competitive – Competitors will work tirelessly to rank #1 for their top keywords, so it is important
to keep a watchful eye on your rankings as well.
Continual Testing & Learning — The Agile SEO method encourages testing of new ideas and
concepts. This creates an atmosphere of experimentation for content development and generates
an efficient way to build long-term keyword success.
Decrease Rate of Failure — The core of the Agile approach diminishes the concept of failure. By
continuously planning, testing, and evaluating SEO campaigns in short increments, you are constantly
improving on your SEO strategy over time.
Adapt Quickly to Change — A great strength of Agile SEO is that it enables a quick response to
changes. The continuous cycles of this approach provide ample opportunity to implement and
measure fully integrated campaigns.
Plan
Improve Implement
Measure
Bottom Line
Beginning an Agile SEO campaign is as simple as increasing the frequency of your planning.
Instead of a yearly or quarterly SEO planning session, consider the continuous cycle of plan, imple-
ment, measure and improve that Agile SEO prescribes. If you do, you can stay a step ahead of your
competition in the search rankings.
5 Repeat
Follow this simple step-by-step playbook to develop an SEO plan that increases
your competitive position, reduces advertising expenditures, and implies authority.
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5 Repeat
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4 Improve
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5 Repeat
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AGILE MARKETING
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Playbook & Toolkit
Improve
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Our analysts identify best practices from fast-growing companies and build
Playbooks & Toolkits, Guides & Reports, Training Courses, and Project
Templates to help you optimize your processes, add structure to your depart-
ment, and get your team punching above their weight class.
Manage your work visually with our easy-to-use platform, built for small
marketing teams by design. See what your team is working on at a glance
so you can spend less time managing projects and more time knocking
stuff off your list.
Through strategic partnerships with the AMA, ANA, and AIPMM, our
1,000+ time-saving tools & resources have become the industry standard.
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