It is extremely important you understand that if you can’t track the ROI of your Search Engine Optimization (SEO) and content writing investments, your manager(s) will likely pull the money from the budget for these services.
It is equally important to face the reality that you will likely change or upgrade website technology in the next few years so you must protect your original content investments. The only way to easily track the ROI of your earned media strategies is to organize where the content is published on your website.
I am suggesting that you create a small number of directories on your website that will contain your customized web pages that have been created for marketing campaigns and SEO strategies. If all the content is properly organized, when you change or upgrade website technology, it will be very easy to move the custom pages to the next platform.
You can advise the website provider to transfer over all pages in your sub-directory folders. You will able to inspect the cutover because you can simply count the number of pages in the old sub-directory and compare it to the number of pages in the new sub-directory.
Here are some suggestions for the content directory structure: [Read more…]