Marketing September 15, 2017 Last updated September 9th, 2017 2,279 Reads share

Using Agile Project Management For SEO & Digital Marketing

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The global digital landscape is constantly evolving with new platforms, trends, approaches, techniques, and competitors emerging. However, project management processes have by large failed to adapt the changes taking place in the digital world. For this reason, both software and manufacturing industries have introduced new project management strategies to help them keep up with the pace of the ever-changing digital marketing trends.

Let’s dig deeper into understanding how agile project management for SEO can help in changing the game. There are indeed various techniques and methodologies used for effective project management for SEO and digital marketing. The need to inspect, adapt and get rid of waste to constantly foster growth is at the core of these approaches. Combining this with agile approach leads to a reduction in costs and enhanced speeds which bring about better outcomes.


A good and more effective methodology is the Agile Scrum. Let’s look at how this project management strategy can be applied in SEO and digital marketing projects to manage client projects and improve internal processes.

What is Agile Scrum?

Scrum is a lightweight framework to project management used by small teams to manage processes in an agile way cutting through complexities and focusing on building products that meet the needs of a client/business. It is used in software development by different teams of experts such as content creators, development teams and blogger outreach teams on social media platforms among others, to achieve the set goals intensively. All the teams come together, irrespective of their specialty, to solve issues whenever they come up thus making the process run smoothly.

A scrum team comprises of highly trained and experienced team of specialized experts that can independently handle arising issues in the quest to achieve all SEO and social media marketing goals. The different experts, however, work together with a common interest of ensuring constant improvement.

Components and roles of scrum

Scrum comprises of three distinct components that perform distinct roles in the effort to achieve specific goals of the project;

#1. Product/Project Owner

Product/project owners usually set goals and visions of the project to be achieved within a specified time frame. They focus efforts in driving the project by focusing efforts on the crucial works. They, therefore, organize tasks in order of priority so that results can be delivered effectively. They negotiate with customers to find out the specific requirements that will be incorporated in the project, usually referred to as the Backlog. The time taken to achieve the set goal in the agile scrum is known as a Sprint.

#2. Scrum Master

The scrum master is tasked with facilitating and supporting other team members in completing the project. They serve as mentors who facilitate the teams rather than bosses giving directions. As part of their duty, they will help other members to understand how scrum works and how to apply agile reasoning to the project. They also help the team members in case they are faced with any obstacle.

#3. Team Member

This comprises of a team of specialized experts in various fields. As a team specialized in one field, the members work together helping each other to accomplish a specific project. This is important in problem-solving, especially in case one member is faced with difficulties in progressing during a sprint. Team members, therefore, have to work collectively to ensure that they effectively and efficiently achieve the goals and objectives set out by the project owner.

How scrum methodology works

scrum methodology

Usually, a series of tools are used to help achieve results faster and visibly.

  • Product

This is the primary element around which the entire scrum works. The scrum team will, therefore, work around each sprint to ensure the project owner’s features are incorporated in designing the product or system.

  • Product backlog

This ideally comprises a list of all features and functionalities to be incorporated in the system or product. The jobs are laid down in the form of a project objective to get a clear connection with the client’s goals. In this case, therefore, tasks are organized in their order of priority and set out in a manner that team members can easily handle and deliver results. When so doing, team members need to keep in mind core information such as business objective, what should be done, work per time unit and acceptance criteria. Remember, each sprint needs to take at most one month to complete.

  • Sprint Backlog

The entire project needs to be split down into shorter sprints of at least one day, week or month. The specific jobs set on the product backlog are moved into the sprint backlog as directed by the project owner and the team members then tasked to devise the best way to handle the various tasks assigned to them. This is important for the members to the number of items they can commit to.

  • Scrum meeting

The three components, project owner, scrum master and team members need to come together to have a brief on progress and discussing emerging issues alongside what they intend to achieve the following day.

  • Sprint burn charts

These are visual tools that track the progress of the project about time. The charts will show the progress of the completed job and information about the remaining task as scheduled in specific sprints. The charts will, therefore, show clearly if there are lag behinds of teams in completing the tasks or not.

  • Sprint review

At the end of each sprint, team members, scrum master and project owner need to conduct a sprint review to determine the overall functionality attained during that sprint. On assessment, the project owner gives feedback highlighting what needs to be incorporated next or revised in the product backlog.

  • Sprint retrospective

This is a meeting held at the end of each sprint cycle to discuss crucial opportunities that will help improve the project in the remaining time. All the three stakeholders will look into inspecting and adapting own processes for SEO and digital marketing. Issues to do with problems arising during the sprint cycle, what was learned during the sprint and how to improve are discussed. This stage is very important as it helps in keeping members ahead of possible opportunities resulting from the ever evolving digital marketing landscape.



The Agile scrum methodology for SEO has been proved to be time effective since the set sprints help in achieving set functionalities more efficiently. In agile project management, team work is important in adding value to the methodology since various specialized experts come out to help each other to ensure the success of the project. The various agile tools used; sprint reviews, feedbacks, and retrospectives help in identifying both challenges faced in accomplishing the project and possible opportunities right in time to guarantee better results in the finished product or system as desired by a client.

SEO and digital marketing are indeed tough. Inspecting and adapting is key when striving to achieve the needed results and growth.

Stevan Mcgrath

Stevan Mcgrath

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