How to Prioritize Everything | BrightonSEO | March 2021

@themerrymary at #BrightonSEO March 2021
HOW TO PRIORITIZE
EVERYTHING
MARY ALBRIGHT
WPROMOTE
BRIGHTONSEO MARCH 2021

2
2
Mary Albright
Associate Director,
Earned Media Strategy at Wpromote
@themerrymary
linkedin.com/in/albright-mary/

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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
The King of
Prioritization
MYSPACE
TOM

5
WHY PRIORITIZE?
Let’s Start at The Very Beginning
01

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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.

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INTRO TO
PRIORITIZATION
MODELS
The Smart People That Came Before Us
02

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PRIORITIZATION MODELS
1 2 3 4
Value vs
Complexity
Unweighted
Scoring
Weighted
Scoring
RICE
Scoring

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A Simple Matrix
Complexity
Value 2
7
1
5
4
3 6
Do these things
Do NOT
do these
things
VALUE VS.
COMPLEXITY

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UNWEIGHTED
SCORING
Simple Math
Priority Score =
Variable1
+ Variable2

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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

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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

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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

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WEIGHTED
SCORING
Less Simple Math
Priority Score =
Variable1
x Weight1
+
Variable2
x Weight2

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WEIGHTED
SCORING
Less Simple Math

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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

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WEIGHTED
SCORING
Less Simple Math
(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

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WEIGHTED
SCORING
Less Simple Math
(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

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WEIGHTED
SCORING
Less Simple Math
(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

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RICE
PRIORITY
SCORING
For Product
Managers
Reach x Impact x Confidence
Effort

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%

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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

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PRIORITIZATION
IN ACTION
What’s Going On Behind The Scenes
& Using Google Apps Scripts to Prioritize
03

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GOOGLE APPS SCRIPT
A javascript based scripting platform that natively integrates
with Google products like Spreadsheets.
Link to Sheet: bit.ly/PrioritizeEverything

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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.

26
GOOGLE APPS SCRIPT
A look behind the scenes

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WHAT TO EAT
FOR DINNER?

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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

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PICKING VARIABLES
It’s all
relative.
Nothing
matters.
As long as you’re
consistent.

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PICKING
VARIABLES

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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

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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

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HOW WEIGHTS GET APPLIED

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Like-ability
0 = do not like
5 = love it
Spoilability
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
5 = already made
Nutrition
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

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THE SCORE
Use the dropdown in the mega menu to run the script

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THE SCORE
Like-ability
0 = do not like
5 = love it
Spoilability
Time to Cook
5 = already made
Nutrition
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

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BUT I WANT
TO USE
WORDS!!

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

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Instead of ranges, we set the score when the cell contains or
is equal to a certain item.

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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

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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

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HOW TO USE
THIS WITH
THINGS YOU
ACTUALLY
CARE ABOUT

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

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▪ 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

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ADDITIONAL
RESOURCES
What To Do Now?
04

46
Agency Automators Ben Collins
Today’s Template
ADDITIONAL RESOURCES
bit.ly/PrioritizeEverything bit.ly/AgencyAutomators bit.ly/BenCollinsGAS

THANK YOU

How to Prioritize Everything | BrightonSEO | March 2021

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