This week I’ve attended some great keynote speaker sessions and breakout sessions by digital thought leaders at the BOLO 2012 conference in Phoenix, Ariz. Nick Roshon, Senior SEO Strategist from iCrossing, led one of the most thought-provoking, “AHA moment” sessions of the week. The topic was agile SEO, and it’s an important one for most marketers. The big idea: Stop treating SEO as the last step in your campaign process—or worse, as an oversight after you’ve already launched content. Organizations need to start optimizing content on a real-time basis. The process of optimizing blog posts, video pages, product pages and even tweets as they are written must become the new norm for those who want to get the most out of their digital marketing efforts.
The good news is that agile SEO is fairly easy to implement with the right people, processes and training. SEO is everyone’s job—including content creators and copywriters. Once taught and integrated, it pays for itself. There are a few potential roadblocks to implementing agile SEO, including the misconception that SEO is SPAM; lack of time or budget; and the general belief that SEO is unnecessary or not worth the time. In his session, Roshon suggested that marketers use project-management tools to ensure that they include SEO in each step of the online content-creation process. A successful, agile SEO process includes SMART goals: S = specific, M = measureable, A = achievable, R = relevant, T = time-bound. Organizations that change their mindset from “SEO last” to “SEO from the start” will benefit with improved rankings on all of the digital content they publish.