How to Perform Agile SEO

  • April 11th 2014
  • by Marvin Russell
How to Perform Agile SEO

This post discusses how and why your agency should perform agile SEO. I wrote this post because I don’t see enough SEO professionals performing agile SEO. I was guilty in my early years of not performing agile SEO; however, the day my agency started implementing an agile SEO, was the day we started signing and keeping more clients.

But don’t take my word for it. In 2012, Maile Ohye (Developer Programs Tech lead at Google) released a video where she discusses 5 Common Mistakes in SEO. The 5th common mistake she identifies is not performing “agile SEO”.

Maile Ohye

What is Agile SEO?

The word “agile” means to move quickly, efficiently and effectively. However in this case, “agile SEO” is a method or process of performing SEO that is quick, efficient, and effective. In any type of agile development, including agile SEO, the method or process should be repeated.

Normally when we discuss agile methods in the the tech industry, we’re often referring to software development. In this case where discussing SEO, which has very similar parallels to software development.

It’s important to note that agile SEO can have different steps and methods, so some companies may vary on how they execute agile SEO. That important thing is that the process is agile.

Why Perform Agile SEO?

SEO is not an exact science. It grows, changes and evolves over time. Therefore, it’s important to have a flexible SEO strategy that considers the constant evolution of SEO.

The only constant thing about SEO is that it is not constant.

My 7-Step Agile SEO Cycle

This is the 7 step agile SEO cycle I developed it for my team at The Ocean Agency. I call it DASEMRA (pronounced “da -sem-ra”) for short, after the acronym. It’s mandatory at our agency that everyone knows it, uses it, and repeats this cycle for each of our clients.

Agile SEO

1. Discover

Step 1 Agile SEOBefore you start performing SEO, have an in-depth conversation with your client. Determine the site’s purpose. Identify primary and secondary conversion points, events, and metrics that your client defines as success. Keep in mind, each client is different. For example the goal of a blog may be to get more traffic; where as the goal for a graphic t-shirt company would be to get more e-commerce sales.

2. Analyze

Step 2 Agile SEOReview the entire site inside and out. Perform manual and automated SEO audits. Look thoroughly at their analytics and any other marketing software they may have installed. In all, get to know the site.

3. Strategize

Step 3 Agile SEODevelop your short term and long term plan. What needs to be done to the site and landing pages to better optimize them? Determine how you are going to grow the site’s authority. Identify ways you are going to earn links and shares. Make checklists for every single detail you plan on executing. Create content calendars and plan out your topics.

4. Execute

Step 4 Agile SEOStart executing the SEO strategy laid out in the previous step. Follow the plan and use the checklist so nothing slips through the cracks.

5. Measure

Step 5 Agile SEOThoroughly understand the impact of your SEO campaign. Most importantly look for value. Never underestimate the value of any metric. Something small to you could mean the world to your client. So measure everything.

6. Report

Step 6 Agile SEOClearly communicate the impact of your SEO to your client in a simple but effective manner. Most importantly, don’t forget to communicate the value you found in the previous step. Make the client remember why they pay you.

7. Adjust

Step 7 Agile SEORemember what Google says about SEO, “The only constant thing about SEO is that it is not constant.” You need to identify the weaknesses of your campaign and make strategic adjustments to improve them. You also need to identify the successes of your SEO campaign and build on them.



Key Takeaways

1. “Aim to be agile” ~ Maile Ohye of Google

2. “The only constant thing about SEO is that is not constant” ~ Google

3. Add the Agile SEO Cycle to your SEO contract

4. Impress your prospective clients by telling them you perform Agile SEO

5. DASEMRA stands for Discover, Analyze, Strategize, Execute, Measure, Report, Adjust.

Share The Agile SEO Cycle


Every serious SEO agency or contractor should perform Agile SEO. Not because I’m telling you to, but because Google is telling you to as well. Teach it to your team the Agile SEO method and make it mandatory.

  • I’m amazed more people aren’t talking about this especially if Google is promoting the philosophy. Nice post!

  • Thank you very much., You
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  • Navjot

    please help me to find out latest seo tools updates… in 2014
    my keywords are going down in ranking

    my keywords are

    Best web design company india
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    for the website URL
    what should i do now

    i have posted many blogs,, profile linking , funnel linking

  • fawad

    Great post along with awesome tips.Seems useful and helpful.Thank you for sharing.

    Education Information

  • Ella Mapple

    is an agile methodology which is
    different than the traditional project management. It is an iterative approach
    which is appropriate for projects which are changing and have more emerging
    Here the project is worked on iterations wherein the team works with customer to
    outline the deliverables in each iterations and the whole team is responsible
    for the delivery of the project. This methodology is more popular in
    development of projects.

    • SCRUM is great, but I wanted to tailor this specifically to SEO.

      Thanks for the comment :)

  • sara

    Seo said good things about you. I’m interested in SEO. very good. tanks
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    There is nothing special you posted, everyone knows all there things. Can you please suggest the technical things which can help in seo like on page and off page or other.


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