About the Author
Corey is the owner and President/CEO of VOLTAGE. He is also founder and author of The Digital Marketing Success Plan® and the START Planning Process. Corey has spent 20+ years working in strategic and leadership roles focused on growing national and local client brands with award-winning, ROI-generating digital strategies. He's the recipient of the KCDMA 2019 Marketer of the Year award and his team at VOLTAGE has won nearly 100 local, national, and global awards for ROI-focused client work in the past decade.
The Tension of Modern Search
Search engine optimization is currently operating in a state of extreme tension. On one hand, we know that consistency is critical to success. Search visibility is a long-term play that requires a disciplined, sustained investment. We have to stick to our plans to see a return on investment.
On the other hand, the landscape is changing at a rapid pace. We are constantly fielding news about AI Overviews, shifting algorithms, and new large language models. The threat of falling behind or having the tactics that work today suddenly stop working tomorrow is very real.
This creates a massive challenge for marketing leaders. How do we stay committed to our foundational strategy while remaining flexible enough to adapt to disruptive technology? Over my career, I have learned that navigating this tension requires us to intentionally balance consistency with agility.
The Danger of Extremes
When organizations fail to find this balance, they usually drift toward one of two dangerous extremes.
The first extreme is rigidity. A team locks in a twelve-month plan similar to other channels that require a campaign planning and implementation mindset, and stubbornly refuses to deviate from it, even when the data shows that buyer behavior has shifted. They value consistency so much that they execute their strategy right into a wall.
The second extreme is shiny object syndrome. Driven by fear of missing out, a team constantly abandons their core campaigns to chase the newest digital trend. They pivot so frequently that no single initiative ever gains enough traction to produce a meaningful result. Both extremes burn budgets and destroy momentum.
How to Build a Balanced System
If we want to see true ROI from our resources, we need a system where consistency is non-negotiable but agility is built into the framework. Here is how we create that balance.
1. Anchor to Business Goals, Not Tactics
Consistency should live at the strategic level, not the tactical level.
Your overarching business goals, your brand positioning, and your target audience should remain incredibly stable. This is your anchor. However, the specific tactics you use to reach those goals should remain flexible. If an AI search feature changes how users find information, you do not abandon your goal of acquiring enterprise leads. You simply adjust the specific content format or platform you use to reach them.
2. Execute in Sprints
As we discussed last week, operating in focused sprints is the best way to balance these competing needs.
When you plan your execution in thirty-day or ninety-day cycles, you create forced consistency for that specific time period. The team puts their heads down and works the plan without distraction. But at the end of the sprint, you have a built-in moment of agility. You can review the data, evaluate new market trends, and pivot your next sprint accordingly.
3. Isolate Your Experiments
Distractions are real, and they will keep coming at us. We cannot ignore them, but we cannot let them derail our core efforts.
To maintain balance, dedicate a small percentage of your budget strictly to experimentation. When a new technology emerges, test it within this isolated budget. This allows you to learn and adapt without risking the consistent performance of your primary campaigns.
Focus on What Works Today
We have to focus on what works today without getting lost chasing the shiny objects of tomorrow.
Demand clarity from your planning process. Build a system that relies on disciplined execution but leaves room for intentional pivots. Are you managing a balanced strategy, or are you just reacting to the latest headline?