When it comes to SEO, innovation is a welcome sight for businesses.  After all, a ceiling may be reached with the “normal” SEO strategy – it may need something fresh to spurt real growth and start generating traffic.

But what would that change be?  According to Search Engine Watch’s Guillaume Bouchard, it’s found in the 70/20/10 model pioneered by brands like Coca-Cola:

• 70 percent low-risk content – link bait
• 20 percent innovations of what works – “optimized and opportunistic”
• 10 percent high-risk experimentations – “proactive and reactive”

This strategy takes an interesting view on SEO.  While many businesses will dedicate a great deal of their efforts to link bait, which, according to Bouchard, is “the kind interesting enough to build real traction on the web.”  With this approach, 20 percent goes above and beyond these matters, “pushing the envelope” and not being afraid to find short-term peaks.  And then, that final piece can be devoted to “far-fetched” pursuits.

Bouchard’s piece illustrates an interesting topic within SEO.  While businesses are churning out content under the same – yet effective – SEO strategy, there is little room for innovation.  Companies may be missing out on content opportunities that could bring in a lot of traffic – such as from viral sources.  It may be high-risk, high-reward – but that may be exactly what some businesses need to approach.

By carrying out such an approach, businesses are able to explore other areas and perhaps find that spark.  Either way, approaching SEO with a devoted strategy is a great way to take this marketing area seriously – and it can be well worth the time.