The document provides guidance on prioritizing search marketing efforts for a new business with a limited budget. It recommends beginning with keyword research and competitor analysis to develop a strategic plan. The first steps involve setting up social media profiles, engaging influencers, and testing SEM keywords while focusing on on-site SEO. Future steps include using social media to engage influencers, focusing paid SEM on ROI keywords, and developing natural and paid links while continuously analyzing competitors for new opportunities. The key is to think strategically about goals three months in the future and start working towards them now.

1. Prioritizing Your Search Marketing Efforts
What To Do With A
Limited Budget
And The Order To Do It In

2. The Assumption
A New Site Selling Blue Widgets
Moderately competitive sector.
Large variety of keywords.
A lot of groups.
Periodically covered in media.
New product or versions launched.
Capable staff or contractors.

3. What Can You Do ?
SEM
You can purchase traffic.
Social Media
You can influence people.
SEO
You can rank organically
and get “free” traffic.

4. SEM
PROS
Fast.
Gain knowledge.
Highly targeted.
Highly trackable.
CONS
Can be expensive.
Disappears when you
stop paying.

5. Social Media
PROS
Targeted
Link building benefits.
Reputation builder.
CONS
Difficult to get traction.
Little direct conversions.
Time consuming.

6. SEO
PROS
“Free”.
Ongoing traffic.
Variable and wide array of
targets.
CONS
Hard work.
No guarantees.
Takes time to attain results.

7. Strategizing
The Key To Success Is Foresight
Think of everything you need
to do.
Thing of everyone you need to
influence.
Start dependent processes
first.

8. Step One: Data
Before you get started on
anything you need:
Keyword research.
A list of all major influencers.
A list of all major competitors.
An outline of your major
milestones.
A list of your resources.

9. Step Two: Prepare For Battle
Setup social media profiles.
Follow/Like/Etc. those who are
influential in your field.
Create a schedule for content
creation and deployment.
Create a timeline for launches.
Determine where your
competitors are having success
in links and their strength.

10. Step Three: Forward … March
Social: communicate regularly in
public and use your profiles to
engage on sites and with
influencers.
SEM: Test keywords with focus
on those being considered
organically.
SEO: Develop base of links but
focus on onsite.

11. Step Four: Tying It Together
Social: Directly engage
influencers with content ideas.
Engage in paid social influence
(promoted posts, etc.).
SEM: Focus on ROI (crazy I
know) with emphasis on SEO
targeted phrases.
SEO: Develop mechanisms for
“natural links” as well as
deploying link bait.

12. Step Five: Moving Forward
There is no “end”.
Constantly analyze your competitors
to find new opportunities.
Constantly add new content.
Constantly evaluate new link
opportunities.
Constantly consider how the
resources in one area can help
another.

13. The Takeaway
Think about what you want to
do three months from now
and start today.
Often strategies can be
many times more effective
with just a bit of planning
and a bit of work done in
advance.
Think outside the box.
(unlike this statement)

14. Dave Davies, CEO
www.BeanstalkSEO.com
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