When we started working with businesses—from agile startups to some of the world’s most iconic brands—we noticed a significant issue: the SEO landscape was filled with gurus and secret tactics, but very few offered clarity. Over years of experience, we discovered that the most effective method is straightforward and methodical.
Here’s the algorithm we’ve mastered and proven effective time and again:
Clear Objectives
Improving keyword rankings isn’t the end goal—boosting sales is. To simplify:
- Organic sales depend on organic traffic.
- Organic traffic depends on organic keyword rankings.
So, your primary objective should always be tied directly to business outcomes, such as sales or leads.
Choosing Keywords Strategically
Too many businesses focus solely on aesthetics or complex tactics, forgetting the fundamental truth: Google indexes words, and users search with keywords. A strong strategy includes selecting keywords from these three categories:
- Brand Keywords: Terms directly related to your brand.
- Product Keywords: Terms that precisely describe your products or services.
- Related Keywords: Relevant industry terms, content topics, or trends.
Select at least one keyword from each category and focus your efforts on these for around three weeks.
Essential Tools
You only need three primary tools for effective implementation and measurement:
- Google Search Central: Your go-to resource for all recommended optimizations.
- Google Search Console: To track keyword rankings and monitor organic traffic growth.
- Analytics Platform: To analyze user behavior, traffic quality, bounce rates, and ultimately, sales.
Website Optimization in Sprints
SEO optimization is best approached through a structured rhythm, similar to the software development Sprint model. By performing changes and evaluations every two to three weeks, your strategy remains aligned with Google’s indexing patterns, allowing timely adjustments and continuous improvement.
Typical tasks during a Sprint include:
- Updating meta tags and descriptions
- Improving content quality and relevance
- Enhancing navigation and site structure
- Reducing page load times
- Adjusting technical aspects (e.g., schema markup, redirects)
Evaluating and Adjusting
At the end of each Sprint, assess:
- Did keyword rankings improve?
- Did organic traffic increase as a result?
- Did this traffic convert to tangible results (sales/leads)?
Depending on these outcomes, refine your approach:
- No ranking improvement: Continue optimizations as per Google’s guidelines.
- Rankings improved, no traffic increase: Aim higher on Google’s search results or reconsider keyword choices.
- Rankings and traffic increased, no sales improvement: Review keyword relevance, content quality, or product offerings and adjust accordingly.
- Improved rankings, traffic, and sales: You’ve successfully completed the cycle and should replicate this method with new targets.
Why We Shared This
We decided to openly share our proven algorithm to give clarity on a process that’s unnecessarily complicated elsewhere. We believe this information could help you apply these insights directly. Of course, if you prefer assistance, or simply want to discuss your particular business needs, we encourage you to reach out—no matter your business size, we’re always happy to help.
Quick Summary:
- Set a clear business objective (sales/leads).
- Choose strategic keywords.
- Implement optimizations using the tools mentioned.
- Measure and analyze your results every 2-3 weeks.
- Continuously refine based on these measurable outcomes.