Are you struggling to prioritize your marketing plan's action items and initiatives? Unsure of what should be attended to first with the resources at hand? Use Pareto's Principle, named after the Italian economist who Vilfredo Pareto, who was one of the first to empirically demonstrate that a relatively small percent of agents or factors drive the majority of outcomes, for both good and bad.
More commonly known as the 80/20 rule, businesses have observed this in a wide range of contexts:
- 80% of sales and revenue come from about 20% of customers
- 80% of complaints come from about 20% of products
- 80% of an employee's productivity comes from 20% of their time
In the contexts of SEO and digital marketing, this can help prioritize the long laundry list of action items that marketers have on their plate at any given time. Ask yourself:
- What are 20% of the issues that are most likely causing 80% of the headaches?
Fix those first.
- What are 20% of top pages that are driving 80% of the traffic?
Leverage those and improve them further.
- Conversely, what are 80% of pages that could pull their weight more?
Where can market share be most easily acquired?
- Who are 20% of power customers that drive 80% of the revenue?
- What's 20% of the marketing budget that drove 80% of the ROI?
Expand that spend.
- What are 20% of the links to your site that account for 80% of the link equity?
Internally link from those pages to high-value pages in need of a little "link love".
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