Stop doing quarterly analysis because you said you would 3 months ago.
Stop doing more “content briefs” just to have work to do.
Stop doing full-site audits because you can’t think of something else to do.
Now, don’t take that as a harsh criticism. I understand it. In the often-hectic agency world, there’s a lot going on. And the only thing that feels like it will slow work down more is our old nemesis: Blank Canvas Syndrome.
Blank Canvas Syndrome: Where do we… begin?
A roadmap or a to-do list can feel like a lifeline, and it can be beneficial. But like using any tool, you have to use it correctly.
Quick Aside: SEO is like a House Renovation
This adorable dirtbag taught me the word “digress”
Ever remodeled a home? Or dreamt of buying one to transform? The excitement isn’t in fixing leaky pipes, but in the vision: a spacious layout 😌, an additional bathroom or shower, a lush salsa garden, an office, perhaps even a nursery 🥰. The house might cost a fortune, but your vision, that’s the real reward.
What you don’t fantasize about — unless you’re a masochist — is discovering rusted plumbing, a cracked foundation, or an undisclosed septic system that siphons your new furniture budget for excavation and sealing.
Back to SEO…
This is what I observe too frequently in the SEO world. It’s why I hear comments like, “our SEO team isn’t strategic enough.” An initial audit is conducted — and this is a good thing — organized by “high impact, low effort.” Addressing these quick wins is the primary purpose of the audit. But then, the audit is “completed” and put away.
An SEO Audit is Not a Strategy
Teams often treat this initial audit as their definitive guide for the account, turning it into an endless list of tactical “to-dos.” And, frankly, those tactical tasks yield diminishing returns. If the top items are “high impact, low effort,” then naturally, the bottom items are “low impact, high effort.” You end up just patching things up when you should be building something new and exciting.
Clients often hire an SEO agency for innovation and creativity. And, significantly, because they know you’re working with many diverse accounts across various industries, surrounded by top-tier experts. That is a major value-add!
So why spend more time than necessary on the “patchwork”; the necessary evils; the “to-dos”?
I get it — I’ve been there — overwhelmed and unable to see the big picture, especially when balancing hours of meetings and multiple clients. Blank Canvas Syndrome is a real obstacle and it feels easier to “do a thing you know” than to spend valuable time “brainstorming something new” especially when there’s a 5 other deadlines approaching.
But here’s the key point: brainstorming something new is your job! And it should be the reason you’re in SEO. SEO is, has always been, and continues to be a moving target. It isn’t about checklists; it’s a skill set, a craft for inventing solutions.
When you start an SEO strategy, the “routine” activities should be the first things you tackle, ideally by delegating — if not to your team, then to the client’s team directly. Don’t spend excessive time on these! Instead, create a clear playbook tailored to your client’s specific situation and teach their team how to handle it. Then, YOU move on to the NEXT BIG THING!
They’re dreaming of a second bathroom, dormer windows, a sparkling pool in the backyard. And by clinging to that old audit, all you’re doing is reminding them their site is a money pit. Get them excited about the renovation!
There are two quotes that come to mind, in part because they seem at odds with each other, but they’re not.
In one of my comparative religions classes (when I was on a much different path), my professor made an anecdotal — almost throwaway — line saying:
Jesus wasn’t the first person to say the things he said, but he was the first to do it for free.
That’s a powerful idea, and it resonates. On the surface, it might seem to conflict with another quote that has guided me:
If you’re good at something, never do it for free.
For me, both are true — and no, I’m not saying Jesus was bad at his job.
Repetition is Boring; Inventing is Exciting
The Joker (chaotic evil allegiance aside) understood his unique skill set. He claimed he could kill Batman, though he’d never done it before. He believed his particular talents made him uniquely qualified to do it.
Jesus was sharing “trade secrets” for free because, to him, they were obvious. He had communicated these truths before. There was no harm in sharing them. The people who followed him weren’t just seeking repetition; they wanted to see what NEW things he would achieve with NEW circumstances.
Aside: also, if you read the parts they cut out of the Bible, Jesus flat out says, “Be the Christ, not the Christian,” which sure reads like a glowing endorsement for invention.
SEO tools help to ground your imagination, so you’re not just throwing random ideas out, but it’s your SEO skill set that will enable you to invent a solution; create a strategy.
Focus on invention. Focus on the New. Don’t get stuck in a routine of “to-dos” when your clients are hoping for a significant overhaul, a transformation that will genuinely excite them! Be the guide, showing them new possibilities and paths, rather than just patching the same old issues.
