For short, brand new areas where we have campaigns, you can predict that we will not rank organically for that new vertical or initiative for a few months. This is due to volume of content. Even if you understand the SEO skeleton, Google cares that there's meat behind that skeleton. The healthiest body wins. Feeding the site more content through the form of video, blogs, gated content and main component pages is the play.

Alt tags are a critical part of the success of any search program. For every image or icon on the page, ensure they are tagged with keywords from the matrix. Similarly, it's easy to automate a metadescription of the page for blogs, but to blow out SEO, you really need to customize the description in the metadata to fit the keywords you want to hit.

Blogs and component pages need healthy legs. They're what gives you the most recognition in the race to win. Ensuring every blog has headlines and subheadlines which use strategic terms, followed by terms baked into the content as well, is the equation for success. We've built the site to ensure there is a main headline on every page, but using key terms in those headlines is still analog.