So, how much should you budget for your SEO campaign? Well, it depends… on a lot of factors. SEO is a very liquid environment – strategies that once worked and were employed by many will put you into a lot of trouble now. Things that work today, may not work tomorrow, and the day after tomorrow may destroy your business.
Nobody really knows how SEO will look in the future, how or if it will work, what strategies will survive and which will disappear, so creating a budget can really become a daunting task. Your SEO budget should try to reflect the changes in the industry and should cover every new strategy that does work, at least for now.
Let’s go over some of the best tips that will help you budget your future SEO campaign for your business:
1. Pay attention to your last campaigns
You cannot predict the future of SEO and budget accordingly without looking at what you did during your previous campaign. What worked and didn’t work a year ago may tell you a lot about where to spend money in your future endeavor. Budgeting your new SEO campaign should always include your previous campaigns.
Look at your results closely – both your successes and your failures. Determine what you want more of and what you want less of. This is very important because it will set the pace for your future micro-strategies. This is where you also begin to think about goals and what type of results you want to see.
2. Content, content, content
Creating content will eat a large chunk of your overall SEO budget and you will have to know exactly where your money is going. Keep in mind that content means a whole lot more than good articles…. You will have to focus on creating a lot of media content, specifically video, to attract your new customers. Here’s a breakdown on what you need to pay attention to when it comes to content:
– originality and quality – these two attributes are the first things you’ll have to master, no matter what; even if you only focus on written content, it has to be stellar. There are millions of advertisers and publishers posting fresh content online every single day and you have to stand out. Focus on creating fewer pieces of content, but focus on quality. A good video is far more effective than 5 poorly made videos, and the same goes for articles. Go for quality instead of quantity.
– video content – video is THE THING to have in 2018 and it surely will be around for years to come
(82 percent of traffic will be for videos by 2021). People literally LOVE watching videos on any topic – from documentaries to ads, to webinars and workshops, to funny videos and sports… video is truly the most diverse media environment and it’s everywhere. And you definitely have to be a part of it. Think about hiring a team of video creators, or make your own videos – and be consistent. This is the way to really stand out in the highly competitive video content game.
– content promotion – just creating content isn’t enough, you will have to work hard to get your content in front of your audience. You’d be surprised, but creating that next viral content is a lot of hard work and requires a lot of dedication. Always make sure you allocate some funds for content promotion, support and press releases. A good idea is to use some of this money to advertise your content – sometimes it can work wonders, particularly if you find the right audience for it.
– focus on mobile – make sure all your content is adapted for mobile users. Almost everyone is on their smartphones and tablets nowadays and it’s a disaster if your content is unreadable on these devices. Luckily, there are a lot of tools to help you out, so you don’t have to worry about this issue anymore.
3. Voice search
SEO is changing and you should take advantage of the multiple new types of targeting available now, such as voice search. This type of search has multiplied 35-fold between 2008 and 2016. Many dismissed it as a zany idea, but it will steadily become commonplace all around us. Make sure you take into consideration its specifics: more and better long-tail keyword research, more conversational content, intuitive optimization and so on.
4. Optimizing your budget
Roughly speaking, a good SEO budget should hover around $2,000 to $4,000 every month, even for a small business. There’s a caveat though: it’s not the amount of money you spend on SEO, it’s how you spend it – this is what determines the success of your campaign. Spending several thousand dollars every month should get you good quality content and will allow you to remain competitive in your niche, but you should pay attention to how you spend it in the long run. Always go for quality over quantity.