Websites are born to be developed, grow and remain in a constant state of evolution. When planning your SEO/SEM and overall online marketing strategy, consider breaking down your budget into these four parts:
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Infrastructure - 30% This is the framework from which content is rolled out and used in online activities. The infrastructure makes your content findable, shareable and crawlable. Focus first on what to communicate, then look at the best way to get your message out there.
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Fuel - 40% The content, the media, and how it gets found and shared. Buying advertising or building links are just some of the fuel your site needs to rank well for its targeted search terms. Supplying fuel for your site is all about your creativity. Make it high quality, unique, and shareable.
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Research - 10% The resources required in order for you to stay in touch with news, trends and for designing with the future in mind. Ongoing research will keep you on-track and current. Subscribe to RSS feeds, monitor your competitors and carefully watch your own brand at work.
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Development - 20% Site development never ends. By continually expanding your site with new features, you will encourage users to return again and again. Remember, it's not what you do; it's that you are doing something -- anything. Never stop developing your site. Revisit the navigation, internal linking, graphics, additional tools or media, A/B split testing in your advertising, and all elements of your online marketing efforts. This mindset makes your site visible and engaging, and keeps your site fresh and able to adapt quickly in the ever-changing digital universe.
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