Our job is to create an environment within which our clients can engage with searches. We described this in our brandname article, where we look to spread a digital web of sorts.
We also want to clients to utilise us as specialists. Through doing so, they should be able to achieve the fastest possible route to success. It is our belief that formulaic projects and campaigns lack the flexibility needed. They create roadblocks through adherence to a structure. Remember, structure is not bad. We look at how we can make it more flexible for the good of the project or campaign.
A few examples may help to provide context:
A lot of SEO campaigns will follow a set course. Certain tasks will become active when another is complete. That works in theory until we find bottlenecks in the workflow. Technical work might be taking longer to implement, hindering future work. Sign off on brand tone might be struggling for sign off.
There are two scenarios that occur as a result. The client continues to be billed for work that is not completed. Or a backlog of work mounts up because both parties are working to a set sequence of tasks.
In this case, we need to adapt. We must be more flexible. It might need a more creative approach to gain sign off on brand tone. In another situation it could mean that we switch focus. Remove technical SEO from the workload for the next few weeks and devote it to link building. In others it might mean working with the marketing manager to evangelise why the technical SEO is so important. This could help to gain internal buy in and speed up the process.
Our prioritisation is under constant review for each client. How do we find the most direct route, given the circumstances? What can we sacrifice and what should we fight for?
Making content work harder
We’re going to be tackling this very large subject at a later date, but for this article it provides a great example. Read anything on content creation for SEO and you’ll hear that you should create regular content. It’s true, it has benefits, but it can be misleading. Some SEOs will prioritise regular content over what Google actually advise.
At Catchworks we don’t approach content the same way. We don’t focus on quantity or regularity. Instead we prioritise what content will work to capture searchers. What content is going to earn links. What content will benefit the conversion funnel. The quantity and regularity is a by product of working with us, but it isn’t the most important aspect. Every piece of content should serve a purpose, both for SEO and conversions.