In the last chapter, I shared real stories from the SaaS world that most people don’t usually see. The takeaway is clear: do less, but do it really well. Instead of getting bogged down by an endless list of SEO tasks, concentrate on the few that help you drive MQLs.
At Spear Growth, we always start with a quick summary, before diving deep into the details.
So here’s the TL;DR of all the chapters that come after this:
- First, we talk about focusing on just two high-impact SEO projects per quarter instead of trying to do everything at once.
Concentrated effort on two strategic projects is more effective than spreading resources thin across multiple tasks. Quality and focus matter more than quantity.
How to choose projects
For new SEO teams: Consult with in-house or agency SEO specialists
For established teams: Use executive SEO reports and team recommendations
Click here to jump to the chapter.
- Next, when it comes to content, the goal is to create pages that directly target high-value keywords. Every piece of content should serve a purpose—it’s not about quantity but quality.
Content strategy – Focus on BoFu keywords to generate SQLs.
When should you do this – every quarter
Who should do this – companies that haven’t utilized SEO to capture demand
Typical outcomes – 24 MQLs/year, or
2 MQLs/month within 3 months of publishing 8 pages
So if you publish more than 8 pages, you should see similar numbers.
Click here to jump to the chapter.
- Then, we talk about tech issues. You don’t need to fix everything on your website. Just focus on the tech problems that are actively blocking results. Fix what’s impacting your SEO performance the most.
Tech fixes – only address the tech issues that hold back your performance.
When should you do this – yearly or certainly during a website migration
Who should do this – any company investing in SEO
Outcomes – good tech SEO doesn’t do anything; Bad Tech SEO stops your website from getting ICP visits, and SQLs. So, the results vary depending on how much the effect of bad SEO was.
Click here to jump to the chapter.
- For backlinks, don’t only think of backlinks in a silo. Think about online authority as a whole. Spend some time finding “your way” to build quality backlinks.
When should you do this – ongoing process, but prioritize it during major SEO campaigns or when trying to rank for competitive keywords.
Who should do this – companies with executive buy-ins to invest in SEO as a long term strategy.
Outcomes – you’ll be able to rank for more competitive keywords and build sustainable SEO authority with fewer, but more powerful, backlinks.
Click here to jump to the chapter.
- If you’re doing a migration, SEO should be involved from start to finish to avoid traffic drops, and multiple reworks. Skipping this step can seriously hurt your rankings.
When should you do this – starting at least a month before a migration/re-brand
Who should do this – companies going through a migration or re-brand
Outcomes – minimal or no drop in SEO performance; the New website is already technically optimized.
Click here to jump to the chapter.
- For setting up a new website, the process is very similar to the migration sprint.
When should you do this – When setting up a new website. 😐
Who should do this – Whoever is setting up a new website. 😐
Outcomes – Tech SEO issues won’t hold you back, your pages will already target the right keywords, and your URL structure won’t need changes later on.
Click here to jump to the chapter.
- For more mature websites i.e. with 500+ pages, look for quick wins (like improve rankings). Sometimes a few small tweaks can make a big difference in not only traffic but also MQLs.
When should you do this – yearly
Who should do this – any company with over 500 pages
Outcomes – A 10% QoQ increase in MQLs
Click here to jump to the chapter.
- Industry leaders rank for keywords that are obvious to rank for. Like we would expect the top HRMS companies to rank for the term “HRMS”. We call these keywords, critical keywords. Ranking for these very often bring in 20+ SQLs per month on their own
When should you do this – yearly
Who should do this – companies that have already been investing in SEO for years and now want to rant for industry-defining keywords.
Outcomes – 20+ MQLs/month from a single critical keyword.
Click here to jump to the chapter.
- I have also stressed on the importance of actionable SEO reporting. Your SEO reports shouldn’t just give you all the information there is, they should actually give you curated information that’ll help you take decisions.
When should you do this – Monthly
Who should do this – Companies that start seeing some initial SEO traction
Outcomes – Your team is working on the right initiatives without wasting time on the things that don’t make an impact.
Click here to jump to the chapter.
