I saw a tweet from an SEO recently that they had finished a technical site audit that included over 100,000 rows of data and over 100 tabs in Excel, and I wondered—who would ever read that?
I knew another SEO who said he spent close to 100 hours working on keyword research for a medium-sized company, which could probably have been done in a third of the time.
In a decade plus of talking to lots and lots of customers, I have found that implementation of SEO recommendations is always a painful point for customers.
Implementation is a big issue because invariably it is an added cost, whether you are a regional company that needs to hire a programmer to make the updates or a brand that needs to pay for the internal IT group to make the changes
In any sort of technical audit or SEO strategy report, there are always more recommendations to get clients closer to “perfection.”
But as the Pareto principle (also known as the 80–20 rule) states, more is not always better, especially when the cost to the client to implement those recommendations is greater than any boost the client will get in search visibility.
Effort and Impact:
When we present a client with a recommendation document we always break those recs into two categories: Effort and Impact.
Effort (high, medium, low) shows the client how much work will be needed to be done by a programmer or internal IT group to implement the recommendations.
Impact (high, medium, low), shows the client the expected impact from the recommendations.
By splitting up the recommendations this way, the client can see what priority to give the recs.
The most desirable points are obviously the recommendations that require low effort but have a high impact like adding a webmaster XML site map or fixing errors in a webmaster XML site map.
We don’t want the client to spend their implementation budget on recs with low impact but high effort like W3C Validation of all pages on the website.
Implementation of SEO recs does not have to be an overwhelming process if you focus first on the recs that will give you the biggest impact with the least amount of effort.
Next, we move onto the other sets, those with a high impact and medium implementation effort and so on, until we have successfully implemented all the high impact recs. And we repeat the process again with medium impact and low impact recommendations.
In the end, we aim to achieve an SEO plan that leaves the client satisfied and knowing that their money is being spent on worthwhile investments.
Ready to sow to reap? Contact us today to increase your visibility with strategies that have high impacts.