How can an SEO cope with the endless changes that Google makes to its search algorithm and technology? An agile SEO approach (in the sense of "nimble") can be used to identify opportunities to improve search engine visibility in Google, respond to dramatic increases or decreases in search traffic, and to anticipate future changes that Google might make.

1. Agile SEO for Google
Aaron Bradley
Internet Marketer, InfoMine Inc.

2. Why an agile approach to Google is important
“Best practices” are fluid, resources are finite, and SEO ROI is relative
• Best practices are transitory
What works today may not work tomorrow, so you need to be
prepared to continually adopt – just as Google does
• Resources are limited
Your ability to respond to Google’s changes will be limited if
your resources are tied up in big projects – reserve capacity
• SEO rewards are relative
The potential impact of pursuing opportunities must be
weighed against the value of work that must be deferred

3. Agile SEO working approaches
Be knowledgeable, seize opportunities, respond forcefully, and think ahead
• Seek out good intelligence from multiple sources
• Actively seek out and exploit opportunities
• Respond in an organized and timely fashion to
Google changes that have a demonstrably negative
or positive impact on your search visibility
• Anticipate Google’s next likely moves by observing
trends across the web

4. Sources of information for the agile SEO
Favor the many over the few, and embrace new sources as they emerge

5. Agile leveraging of information about Google
An agile SEO is bold – but not reckless

6. Identifying and seizing opportunities
Embrace new Google initiatives when an advantage is to be gained
• Google changes may solve an existing problem
• Google changes may alert you to a upcoming
problem that should be addressed now
• Google changes may represent an opportunity
• Any opportunity be weighed against a relative cost-
benefit analysis of the time spent pursuing it

7. Seizing opportunities – some examples
Avoiding future problems, solving existing problems, and getting ahead

8. Responsive agile SEO – a blow from Google
Responding to changes from Google that have had a negative impact

9. Responsive agile SEO – an example
An agile SEO response to a potential search traffic apocalypse

10. Responsive agile SEO – a gift from Google
Responding to changes from Google that have had a positive impact

11. Anticipatory agile SEO
Anticipating what things Google might soon reward or discount

12. Anticipatory agile SEO – some examples
Social and mobile trends: no-brainers past and present

13. The agile SEO paradox
Employing standard technologies provide you with greater flexibility

14. Thanks!
Hope you enjoyed the presentation – please say in touch!
Twitter: @aaranged
Web: seoskeptic.com