Doctor Spin’s SEO Method

A bootstrapped approach to SEO.

I often suggest a non-standard SEO method to my clients.

The typical SEO method works something like this:

1. Do keyword research and figure out a sweet spot between a) what you want to rank for, b) what you have a fighting chance to rank for and c) where there are big enough query volumes to target.

2. Use your chosen keywords according to best practice in a cornerstone post, practice internal linking, and generate backlinks to your content.

Of course, there’s nothing inherently wrong with this SEO method, it just works — and that’s why it’s such a popular approach.

However, I often suggest a different method. This is because many of the brands that I work with aren’t using SEO as their primary (or secondary, or tertiary …) approach to marketing, public relations, or sales.

Doctor Spin’s SEO method

For such clients, I instead suggest this SEO method:

1. Publish something useful, evergreen, or noteworthy that can only be found on your website.

2. Optimise and promote that content for what it is — regardless of its actual chances in terms of SEO competitiveness.

3. Move on and publish something else that is useful, evergreen, or noteworthy that can only be found on your website.

With my SEO method, the brand will sometimes be publishing, optimising, and promoting content for queries that are basically impossible to win. And the client might also be missing out on some low-hanging keyword fruit every once in a while.

But that will have to be okay.

With useful, evergreen, or noteworthy content on your website, combined with bootstrapped efforts, the client’s website will do a very good job in attracting and converting returning visitors — which in many cases is more important than attracting new traffic.

Meme - Doctor Spin's SEO method.
I’d rather win the hearts and minds of the few, than the shoulder shrugs of the many.

Additionally, the client’s efforts will go into building a website consisting of useful, evergreen, or noteworthy content. Search engines actually do like this approach, too!

And long-term, if the client decides to attack SEO more vigorously, their existing website and their loyal visitors will prove to be a real asset.

Cover photo by Jerry Silfwer (Prints/Instagram)


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Jerry Silfwer
Jerry Silfwer, aka Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Communication Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

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