Download the PDF: https://www.demandmetric.com/content/creating-agile-seo-campaigns 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.

1. CREATING
AGILE SEO
CAMPAIGNS
HOW-TO GUIDE

2. 2 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.
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.
HOW-TO GUIDE
Creating Agile SEO Campaigns
What is Agile SEO?
www.searchenginejournal.com
“When people talk ‘Agile SEO’, they normally discuss the
benefits of a procedural department-wide shift to the
agile framework, or the development 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 iteration is
done with the early release of content and subsequent
updating and ‘nurturing’ of this content.”

3. 3 Creating Agile SEO Campaigns How-to Guide
If you’re not formally conducting SEO, then adopting the agile approach to it is simple. If you’re
switching from traditional SEO planning to an Agile approach, it may seem like a daunting task.
However, the effort to create Agile SEO campaigns will yield practical benefits and immediate
ROI. The top reasons to utilize the agile approach for SEO are:
The Agile SEO approach implements a cyclical method of testing, applying and evaluating.
HOW-TO GUIDE
Reasons to Engage in Agile SEO Campaign
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.
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.
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.
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.
Agile SEO Approach
Plan
Implement
Measure
Improve
Creating Agile SEO Campaigns
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.
Bottom Line

4. 4 Creating Agile SEO Campaigns How-to Guide
1
2
3
4
5
Plan
Implement
Measure
Repeat
Define Key Performance Indicators (KPIs) for
your SEO campaign. This could include, but
is not limited to ROI, keyword ranking, click-
through rate, order conversion rate, average
order value, lead generation conversion rate,
average cost per conversion, and search as a
percent of site traffic.
Action Plan
STEP 1 - Plan
Improve
V I E W R E S O U R C E
Search Engine Optimization Playbook
Planning with your Search
Engine Optimization
Playbook

5. 5 Creating Agile SEO Campaigns How-to Guide
1
2
3
4
5
Plan
Implement
Execute your SEO initiative. Begin by under-
standing the baseline performance of your
current set of web content by reviewing the
analytics data. Identify specific pages of web
content that are underperforming and prioritize
your efforts for these pages, keeping in mind
that you’ll want to eventually use Agile SEO
techniques on all your pages.
Next, determine what keywords should lead to
content on your site, and then evaluate these
keywords using Google’s Keyword Planner to
select those with the highest traffic and least
competition.
Action Plan
STEP 2 - Implement
Improve
Measure
Repeat
SEO Keyword Database
V I E W R E S O U R C E
Planning your Search
Engine Optimization Effort

6. 6 Creating Agile SEO Campaigns How-to Guide
1
2
3
4
5
Plan
Measure
Improve
Using the analytics data for your website,
compare the results to the baseline metrics.
Evaluate the success of your most recent
efforts. If they have met your goals, shift
your attention to the next set of web content
on your priority list. If the results are not
meeting expectations, make improvements
as discussed below.
Action Plan
STEP 3 - Measure
Implement
Repeat
Website Metrics Dashboard
V I E W R E S O U R C E
Analyzing Data with the
Website Metrics Dashboard

7. 7 Creating Agile SEO Campaigns How-to Guide
1
2
3
4
5
Improve
Repeat
Identify areas of improvement by recognizing
which keywords and/or content are proving
to be the most successful for your KPIs. As
necessary, make incremental changes to
the content, increasing the keyword density,
changing the keyword mix or both.
Action Plan
STEP 4 - Improve
Plan
Implement
Measure
SEO Optimization Checklists
for Improvements
SEO Optimization Checklists
V I E W R E S O U R C E S

8. 8 Creating Agile SEO Campaigns How-to Guide
1
2
3
4
5
Improve
Repeat
Continue following the workflow mapped out
above in “Agile SEO Approach.” Go through
this Agile SEO process continuously, taking
the time to revise and re-implement your
keywords on a regular basis to constantly
improve your rankings on search results
pages.
Action Plan
STEP 5 - Repeat
Plan
Implement
Measure
Agile Marketing Guide & Toolkit
V I E W R E S O U R C E
Using Your Agile Marketing
Guide and Toolkit

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