Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
@themerrymary at #BrightonSEO March 2021
HOW TO PRIORITIZE
EVERYTHING
MARY ALBRIGHT
WPROMOTE
BRIGHTONSEO MARCH 2021
@themerrymary at #BrightonSEO March 2021
2
2
Mary Albright
Associate Director,
Earned Media Strategy at Wpromote
@themerry...
@themerrymary at #BrightonSEO March 2021
3
AGENDA
WHAT’S ON DECK
1. Why Prioritize?
2. Intro to Prioritization Model
3. Us...
@themerrymary at #BrightonSEO March 2021
4
The King of
Prioritization
MYSPACE
TOM
@themerrymary at #BrightonSEO March 2021
5
WHY PRIORITIZE?
Let’s Start at The Very Beginning
01
@themerrymary at #BrightonSEO March 2021
6
WHY PRIORITIZE?
TIME BUY IN
Things cost money.
Using a prioritization
model can...
@themerrymary at #BrightonSEO March 2021
7
INTRO TO
PRIORITIZATION
MODELS
The Smart People That Came Before Us
02
@themerrymary at #BrightonSEO March 2021
8
PRIORITIZATION MODELS
1 2 3 4
Value vs
Complexity
Unweighted
Scoring
Weighted
S...
@themerrymary at #BrightonSEO March 2021
9
A Simple Matrix
Complexity
Value 2
7
1
5
4
3 6
Do these things
Do NOT
do these
...
@themerrymary at #BrightonSEO March 2021
10
UNWEIGHTED
SCORING
Simple Math
Priority Score =
Variable1
+ Variable2
@themerrymary at #BrightonSEO March 2021
11
UNWEIGHTED
SCORING
Value
(positive)
Complexity
(negative)
Score
(sum)
Thing 1 ...
@themerrymary at #BrightonSEO March 2021
12
UNWEIGHTED
SCORING
Value
(positive)
Complexity
(negative)
Score
(sum)
Thing 1 ...
@themerrymary at #BrightonSEO March 2021
13
UNWEIGHTED
SCORING
Value
(positive)
Complexity
(negative)
Score
(sum)
Thing 1 ...
@themerrymary at #BrightonSEO March 2021
14
WEIGHTED
SCORING
Less Simple Math
Priority Score =
Variable1
x Weight1
+
Varia...
@themerrymary at #BrightonSEO March 2021
15
WEIGHTED
SCORING
Less Simple Math
@themerrymary at #BrightonSEO March 2021
16
WEIGHTED
SCORING
Less Simple Math
Value Complexity Score
(sum)
70% 30% 100%
Th...
@themerrymary at #BrightonSEO March 2021
17
WEIGHTED
SCORING
Less Simple Math
Value Complexity Score
(sum)
70% 30% 100%
Th...
@themerrymary at #BrightonSEO March 2021
18
WEIGHTED
SCORING
Less Simple Math
Value Complexity Score
(sum)
70% 30% 100%
Th...
@themerrymary at #BrightonSEO March 2021
19
WEIGHTED
SCORING
Less Simple Math
Value Complexity Score
(sum)
70% 30% 100%
Th...
@themerrymary at #BrightonSEO March 2021
20
RICE
PRIORITY
SCORING
For Product
Managers
Reach x Impact x Confidence
Effort
@themerrymary at #BrightonSEO March 2021
21
21
RICE
PRIORITY
SCORING
For Product
Managers
How much will this
project incre...
@themerrymary at #BrightonSEO March 2021
22
RICE
PRIORITY
SCORING
For Product
Managers
Reach Impact Confidence Effort Scor...
@themerrymary at #BrightonSEO March 2021
23
PRIORITIZATION
IN ACTION
What’s Going On Behind The Scenes
& Using Google Apps...
@themerrymary at #BrightonSEO March 2021
24
GOOGLE APPS SCRIPT
A javascript based scripting platform that natively integra...
@themerrymary at #BrightonSEO March 2021
25
GOOGLE APPS SCRIPT
Once you make a copy of this template sheet, you will have
...
@themerrymary at #BrightonSEO March 2021
26
GOOGLE APPS SCRIPT
A look behind the scenes
Link to Sheet: bit.ly/PrioritizeEv...
@themerrymary at #BrightonSEO March 2021
27
WHAT TO EAT
FOR DINNER?
@themerrymary at #BrightonSEO March 2021
28
PICKING VARIABLES
What do you want to prioritize?
Like-ability
0 = do not like...
@themerrymary at #BrightonSEO March 2021
29
PICKING VARIABLES
It’s all
relative.
Nothing
matters.
As long as you’re
consis...
@themerrymary at #BrightonSEO March 2021
30
PICKING
VARIABLES
@themerrymary at #BrightonSEO March 2021
31
VARIABLE BUCKETS → WEIGHTS
Like-ability
0 = do not like
5 = love it
From To
# ...
@themerrymary at #BrightonSEO March 2021
32
HOW WEIGHTS GET APPLIED
The script iterates through each. For each row, it loo...
@themerrymary at #BrightonSEO March 2021
33
HOW WEIGHTS GET APPLIED
Link to Sheet: bit.ly/PrioritizeEverything
@themerrymary at #BrightonSEO March 2021
34
Like-ability
0 = do not like
5 = love it
Spoilability
0 = not close to spoilin...
@themerrymary at #BrightonSEO March 2021
35
THE SCORE
Use the dropdown in the mega menu to run the script
Link to Sheet: b...
@themerrymary at #BrightonSEO March 2021
36
THE SCORE
Like-ability
0 = do not like
5 = love it
Spoilability
0 = not close ...
@themerrymary at #BrightonSEO March 2021
37
BUT I WANT
TO USE
WORDS!!
@themerrymary at #BrightonSEO March 2021
38
USING NON-NUMERIC VARIABLES
Words work similarly!
Like-ability Spoilability Ti...
@themerrymary at #BrightonSEO March 2021
39
USING NON-NUMERIC VARIABLES
Instead of ranges, we set the score when the cell ...
@themerrymary at #BrightonSEO March 2021
40
USING NON-NUMERIC VARIABLES
Hot or Cold
Option # of Options in category Weight...
@themerrymary at #BrightonSEO March 2021
41
THE SCORING FORMULA
The scoring formula is still the same though. We still wan...
@themerrymary at #BrightonSEO March 2021
42
HOW TO USE
THIS WITH
THINGS YOU
ACTUALLY
CARE ABOUT
@themerrymary at #BrightonSEO March 2021
43
PRIORITIZING KEYWORDS
Keyword Position
Search
Volume
Keyword
Difficulty
CPC
Fe...
@themerrymary at #BrightonSEO March 2021
44
@themerrymary at #BrightonSEO March 2021
▪ Current Position
▪ Monthly Search V...
@themerrymary at #BrightonSEO March 2021
45
ADDITIONAL
RESOURCES
What To Do Now?
04
@themerrymary at #BrightonSEO March 2021
46
Agency Automators Ben Collins
Today’s Template
ADDITIONAL RESOURCES
bit.ly/Pri...
@themerrymary at #BrightonSEO March 2021
THANK YOU
Upcoming SlideShare
Loading in …5
×

2

Share

Download to read offline

How to Prioritize Everything | BrightonSEO | March 2021

Download to read offline

Learn how to use data and custom formulas to prioritize everything, from target keywords for your SEO campaigns to which content topics to write about... to what to have for dinner!

Linked in the presentation is a Google Sheet with a few custom formulas to help you prioritize as well as a few google apps scripts that automate your priorities for you!

Tweet me @themerrymary if you tried any of these out!

Mary Albright | March 2021 | BrightonSEO

Related Books

Free with a 30 day trial from Scribd

See all

How to Prioritize Everything | BrightonSEO | March 2021

  1. 1. @themerrymary at #BrightonSEO March 2021 HOW TO PRIORITIZE EVERYTHING MARY ALBRIGHT WPROMOTE BRIGHTONSEO MARCH 2021
  2. 2. @themerrymary at #BrightonSEO March 2021 2 2 Mary Albright Associate Director, Earned Media Strategy at Wpromote @themerrymary linkedin.com/in/albright-mary/
  3. 3. @themerrymary at #BrightonSEO March 2021 3 AGENDA WHAT’S ON DECK 1. Why Prioritize? 2. Intro to Prioritization Model 3. Using Prioritization Script a. Google Apps Script Intro b. How to Pick Variables c. How to Weight Variables d. Prioritizing Keywords 4. Additional Resources
  4. 4. @themerrymary at #BrightonSEO March 2021 4 The King of Prioritization MYSPACE TOM
  5. 5. @themerrymary at #BrightonSEO March 2021 5 WHY PRIORITIZE? Let’s Start at The Very Beginning 01
  6. 6. @themerrymary at #BrightonSEO March 2021 6 WHY PRIORITIZE? TIME BUY IN Things cost money. Using a prioritization model can help you show your boss or client what really matters most. ALIGNMENT If you don’t know what your priorities are, how can anyone else? Use prioritization models to align across the organization. Nobody has time for anything. By using a prioritization model you can see how to use your time most effectively.
  7. 7. @themerrymary at #BrightonSEO March 2021 7 INTRO TO PRIORITIZATION MODELS The Smart People That Came Before Us 02
  8. 8. @themerrymary at #BrightonSEO March 2021 8 PRIORITIZATION MODELS 1 2 3 4 Value vs Complexity Unweighted Scoring Weighted Scoring RICE Scoring
  9. 9. @themerrymary at #BrightonSEO March 2021 9 A Simple Matrix Complexity Value 2 7 1 5 4 3 6 Do these things Do NOT do these things VALUE VS. COMPLEXITY
  10. 10. @themerrymary at #BrightonSEO March 2021 10 UNWEIGHTED SCORING Simple Math Priority Score = Variable1 + Variable2
  11. 11. @themerrymary at #BrightonSEO March 2021 11 UNWEIGHTED SCORING Value (positive) Complexity (negative) Score (sum) Thing 1 1 3 Thing 2 1 1 Thing 3 3 2 Thing 4 2 4 Thing 5 4 1 Thing 6 3 3 Thing 7 4 4 Simple Math
  12. 12. @themerrymary at #BrightonSEO March 2021 12 UNWEIGHTED SCORING Value (positive) Complexity (negative) Score (sum) Thing 1 1 3 1-3 = -2 Thing 2 1 1 1-1 = 0 Thing 3 3 2 3-2 = 1 Thing 4 2 4 2-4 = -2 Thing 5 4 1 4-1 = 3 Thing 6 3 3 3-3 = 0 Thing 7 4 4 4-4 = 0 Simple Math
  13. 13. @themerrymary at #BrightonSEO March 2021 13 UNWEIGHTED SCORING Value (positive) Complexity (negative) Score (sum) Thing 1 1 3 -2 Thing 2 1 1 0 Thing 3 3 2 1 Thing 4 2 4 -2 Thing 5 4 1 3 Thing 6 3 3 0 Thing 7 4 4 0 Simple Math #2 #1
  14. 14. @themerrymary at #BrightonSEO March 2021 14 WEIGHTED SCORING Less Simple Math Priority Score = Variable1 x Weight1 + Variable2 x Weight2
  15. 15. @themerrymary at #BrightonSEO March 2021 15 WEIGHTED SCORING Less Simple Math
  16. 16. @themerrymary at #BrightonSEO March 2021 16 WEIGHTED SCORING Less Simple Math Value Complexity Score (sum) 70% 30% 100% Thing 1 1 2 Thing 2 1 4 Thing 3 3 3 Thing 4 2 1 Thing 5 4 4 Thing 6 3 2 Thing 7 4 1 Custom Weighting for each variable
  17. 17. @themerrymary at #BrightonSEO March 2021 17 WEIGHTED SCORING Less Simple Math Value Complexity Score (sum) 70% 30% 100% Thing 1 1 x 0.7 2 x 0.3 Thing 2 1 x 0.7 4 x 0.3 Thing 3 3 x 0.7 3 x 0.3 Thing 4 2 x 0.7 1 x 0.3 Thing 5 4 x 0.7 4 x 0.3 Thing 6 3 x 0.7 2 x 0.3 Thing 7 4 x 0.7 1 x 0.3
  18. 18. @themerrymary at #BrightonSEO March 2021 18 WEIGHTED SCORING Less Simple Math Value Complexity Score (sum) 70% 30% 100% Thing 1 1 x 0.7 2 x 0.3 0.7 + 0.6 = 1.3 Thing 2 1 x 0.7 4 x 0.3 0.7 + 1.2 = 1.9 Thing 3 3 x 0.7 3 x 0.3 2.1 + 0.9 = 3.0 Thing 4 2 x 0.7 1 x 0.3 1.4 + 0.3 = 1.7 Thing 5 4 x 0.7 4 x 0.3 2.8 + 1.2 = 4.0 Thing 6 3 x 0.7 2 x 0.3 2.1 + 0.6 = 2.7 Thing 7 4 x 0.7 1 x 0.3 2.8 + 0.3 = 3.1
  19. 19. @themerrymary at #BrightonSEO March 2021 19 WEIGHTED SCORING Less Simple Math Value Complexity Score (sum) 70% 30% 100% Thing 1 1 x 0.7 2 x 0.3 1.3 Thing 2 1 x 0.7 4 x 0.3 1.9 Thing 3 3 x 0.7 3 x 0.3 3.0 Thing 4 2 x 0.7 1 x 0.3 1.7 Thing 5 4 x 0.7 4 x 0.3 4.0 Thing 6 3 x 0.7 2 x 0.3 2.7 Thing 7 4 x 0.7 1 x 0.3 3.1 #2 #1 #3
  20. 20. @themerrymary at #BrightonSEO March 2021 20 RICE PRIORITY SCORING For Product Managers Reach x Impact x Confidence Effort
  21. 21. @themerrymary at #BrightonSEO March 2021 21 21 RICE PRIORITY SCORING For Product Managers How much will this project increase conversion rate when a customer encounters it? Reach How many customers will this project impact over a single quarter? Is it a few hundred? Or thousands? Impact Confidence How confident are we about the optimistic estimates for reach, impact, and effort? Effort Estimate the total amount of time a project will require from all members of your team: product, design, and engineering. Estimated as a number of “person-months”, or the work that one team member can do in a month. ▪ Massive — 3x ▪ High — 2x ▪ Medium — 1x ▪ Low — 0.5x ▪ Minimal — 0.25x ▪ High — 100% ▪ Medium — 80% ▪ Low — 50% ▪ Moonshot — 20% @themerrymary at #BrightonSEO March 2021
  22. 22. @themerrymary at #BrightonSEO March 2021 22 RICE PRIORITY SCORING For Product Managers Reach Impact Confidence Effort Score Thing 1 500 2 20% 10 20 Thing 2 2000 0.5 50% 4 125 Thing 3 3000 3 80% 10 720 Thing 4 400 1 100% 5 80 Thing 5 250 0.25 20% 3 5 Thing 6 600 2 20% 1 240 Thing 7 1000 0.5 50% 2 125 #2 #1
  23. 23. @themerrymary at #BrightonSEO March 2021 23 PRIORITIZATION IN ACTION What’s Going On Behind The Scenes & Using Google Apps Scripts to Prioritize 03
  24. 24. @themerrymary at #BrightonSEO March 2021 24 GOOGLE APPS SCRIPT A javascript based scripting platform that natively integrates with Google products like Spreadsheets. Link to Sheet: bit.ly/PrioritizeEverything
  25. 25. @themerrymary at #BrightonSEO March 2021 25 GOOGLE APPS SCRIPT Once you make a copy of this template sheet, you will have to give access to the script for it to run. Allow Select your Google account Once you select the script form the drop down, a popup will come. Click continue. Link to Sheet: bit.ly/PrioritizeEverything
  26. 26. @themerrymary at #BrightonSEO March 2021 26 GOOGLE APPS SCRIPT A look behind the scenes Link to Sheet: bit.ly/PrioritizeEverything
  27. 27. @themerrymary at #BrightonSEO March 2021 27 WHAT TO EAT FOR DINNER?
  28. 28. @themerrymary at #BrightonSEO March 2021 28 PICKING VARIABLES What do you want to prioritize? Like-ability 0 = do not like 5 = love it Spoilability 0 = not close to spoiling 5 = about to spoil today Time to Cook 0 = takes hours & hours 5 = already made Nutrition 0 = junk food levels 5 = superfood levels Tiktok Pasta 3 0 4 2 Tuna Sandwich 0 3 4 3 Cobb Salad 2 4 3 3 Takeout Leftovers 2 5 5 2 Green Smoothie 1 3 4 5 Goulash 5 2 0 4 Cinnamon Rolls 5 0 1 1
  29. 29. @themerrymary at #BrightonSEO March 2021 29 PICKING VARIABLES It’s all relative. Nothing matters. As long as you’re consistent.
  30. 30. @themerrymary at #BrightonSEO March 2021 30 PICKING VARIABLES
  31. 31. @themerrymary at #BrightonSEO March 2021 31 VARIABLE BUCKETS → WEIGHTS Like-ability 0 = do not like 5 = love it From To # of Options in range Weight 0.0 0.7 1 0 0.8 2.6 3 2 2.7 4.5 1 5 4.6 5 2 10 Minimum to 1 Std Dev less than the average 1 Std Dev less than the average to the average Average to 1 Std Dev more than the average 1 Std Dev more than the average to the Maximum
  32. 32. @themerrymary at #BrightonSEO March 2021 32 HOW WEIGHTS GET APPLIED The script iterates through each. For each row, it looks at the number in each column depending on what range it fits within, that score gets applied. Then all scores are added and divided by the number of variables. Weight1 + Weight2 + … + Weightn Number of Variables
  33. 33. @themerrymary at #BrightonSEO March 2021 33 HOW WEIGHTS GET APPLIED Link to Sheet: bit.ly/PrioritizeEverything
  34. 34. @themerrymary at #BrightonSEO March 2021 34 Like-ability 0 = do not like 5 = love it Spoilability 0 = not close to spoiling 5 = about to spoil today From To # of Options in range Weight From To # of Options in range Weight 0.0 0.7 1 0 0.0 0.5 2 0 0.8 2.6 3 2 0.6 2.4 1 2 2.7 4.5 1 5 2.5 4.3 3 5 4.6 5 2 10 4.4 5 1 10 Time to Cook 0 = takes hours & hours 5 = already made Nutrition 0 = junk food levels 5 = superfood levels From To # of Options in range Weight From To # of Options in range Weight 0.0 1.2 2 0 1.0 1.5 1 0 1.3 3.0 1 2 1.6 2.9 2 2 3.1 4.8 3 5 3.0 4.2 3 5 4.9 5.0 1 10 4.3 5.0 1 10
  35. 35. @themerrymary at #BrightonSEO March 2021 35 THE SCORE Use the dropdown in the mega menu to run the script Link to Sheet: bit.ly/PrioritizeEverything
  36. 36. @themerrymary at #BrightonSEO March 2021 36 THE SCORE Like-ability 0 = do not like 5 = love it Spoilability 0 = not close to spoiling 5 = about to spoil today Time to Cook 0 = takes hours & hours 5 = already made Nutrition 0 = junk food levels 5 = superfood levels Score Tiktok Pasta 3 0 4 2 3.0 Tuna Sandwich 0 3 4 3 3.8 Cobb Salad 2 4 3 3 3.5 Takeout Leftovers 2 5 5 2 6.0 Green Smoothie 1 3 4 5 5.5 Goulash 5 2 0 4 4.3 Cinnamon Rolls 5 0 1 1 2.5
  37. 37. @themerrymary at #BrightonSEO March 2021 37 BUT I WANT TO USE WORDS!!
  38. 38. @themerrymary at #BrightonSEO March 2021 38 USING NON-NUMERIC VARIABLES Words work similarly! Like-ability Spoilability Time to Cook Nutrition Hot or Cold Sweet or Savory Score Tiktok Pasta 3 0 4 2 Hot Savory 4.2 Tuna Sandwich 1 3 4 3 Cold Savory 3.3 Cobb Salad 2 4 3 3 Cold Savory 3.2 Takeout Leftovers 2 5 5 2 Hot Savory 6.2 Green Smoothie 1 3 4 5 Cold Sweet 4.5 Goulash 5 2 0 4 Hot Savory 5.0 Cinnamon Rolls 5 0 1 1 Hot Sweet 4.2
  39. 39. @themerrymary at #BrightonSEO March 2021 39 USING NON-NUMERIC VARIABLES Instead of ranges, we set the score when the cell contains or is equal to a certain item. Link to Sheet: bit.ly/PrioritizeEverything
  40. 40. @themerrymary at #BrightonSEO March 2021 40 USING NON-NUMERIC VARIABLES Hot or Cold Option # of Options in category Weight Hot 4 10 Cold 3 2 0 0 All the options The Weight For Each Option
  41. 41. @themerrymary at #BrightonSEO March 2021 41 THE SCORING FORMULA The scoring formula is still the same though. We still want to sum the weights and divide by the number of variables. This time, some of the weight just happens to be based on words instead of number ranges. Weight1 + Weight2 + … + Weightn Number of Variables
  42. 42. @themerrymary at #BrightonSEO March 2021 42 HOW TO USE THIS WITH THINGS YOU ACTUALLY CARE ABOUT
  43. 43. @themerrymary at #BrightonSEO March 2021 43 PRIORITIZING KEYWORDS Keyword Position Search Volume Keyword Difficulty CPC Featured Snippet Branded Score headless cms and seo 24 20 50.46 7.4 NO NO 8.3 digital pr courses 37 20 61.38 6.46 YES NO 8.3 seo copywriting certification 42 90 59.22 4.15 NO NO 8.3 seo copywriting course 31 90 58.16 4.02 NO NO 8.3 seo analyst course 46 50 69.63 4.73 NO NO 7.8 python seo 40 90 70.67 5.08 NO NO 7.8 seo training for beginners 68 70 71.94 4.24 YES NO 7.8 how to automate seo 50 50 66.41 4.68 NO NO 7.8 seo conference 27 170 51.63 5.31 NO NO 7.8
  44. 44. @themerrymary at #BrightonSEO March 2021 44 @themerrymary at #BrightonSEO March 2021 ▪ Current Position ▪ Monthly Search Volume ▪ Keyword Difficulty ▪ Cost Per Click ▪ Current Organic Traffic ▪ Projected Organic Traffic ▪ Priority Quarter ▪ SERP Features VARIABLES FOR SEOs TO CONSIDER IN PRIORITIZATION Organic Search Metrics ▪ Product Margins ▪ Product Cost ▪ Subdirectory ▪ Product Variant ▪ Product Category ▪ Target Persona ▪ Funnel Level ▪ Part of a Corporate Initiative Business Priority Metrics
  45. 45. @themerrymary at #BrightonSEO March 2021 45 ADDITIONAL RESOURCES What To Do Now? 04
  46. 46. @themerrymary at #BrightonSEO March 2021 46 Agency Automators Ben Collins Today’s Template ADDITIONAL RESOURCES bit.ly/PrioritizeEverything bit.ly/AgencyAutomators bit.ly/BenCollinsGAS
  47. 47. @themerrymary at #BrightonSEO March 2021 THANK YOU
  • kmcvey

    Mar. 29, 2021
  • SuganthanMohanadasan

    Mar. 26, 2021

Learn how to use data and custom formulas to prioritize everything, from target keywords for your SEO campaigns to which content topics to write about... to what to have for dinner! Linked in the presentation is a Google Sheet with a few custom formulas to help you prioritize as well as a few google apps scripts that automate your priorities for you! Tweet me @themerrymary if you tried any of these out! Mary Albright | March 2021 | BrightonSEO

Views

Total views

359

On Slideshare

0

From embeds

0

Number of embeds

211

Actions

Downloads

6

Shares

0

Comments

0

Likes

2

×