SCAMPER is a tool that fosters practical, creative thinking, which is particularly useful for SEO. Originality in SEO stems from modifying and altering existing strategies. To be innovative in SEO, I view the ‘old’ in new ways. SCAMPER, an acronym for seven techniques, helps rejuvenate my SEO approach: Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse.
The Basic Idea
Creativity drives innovation in SEO. Addressing what can be changed, altered, or improved in SEO strategies is crucial for progress. Telling someone to ‘think creatively’ doesn’t provide the necessary techniques. That’s where SCAMPER comes in.
SCAMPER is simple, thought-provoking, and multifaceted, making it a perfect tool for promoting creativity in SEO. Each letter of the acronym presents different questions to spur creativity:
Substitute
What elements of my SEO strategy can be replaced? These might be keywords, backlinks, or content formats. The substitute component operates like trial-and-error, where I substitute different parts and evaluate outcomes.
Example: I substitute generic keywords with entities to better align with how search engines interpret and rank content based on context and relevance. I emphasize the importance of focusing on entities over keywords, bringing this fact back into focus for effective optimization.
“The true sign of intelligence is not knowledge but imagination.” – Albert Einstein
Combine
What features, uses, or components can be combined? I synthesize various SEO tactics to create a more holistic strategy. Combining efforts from different team members enhances this process.
Example: I combine on-page SEO with local SEO strategies to enhance my website’s global and local visibility, ensuring the content is rich with relevant entities that improve search engine comprehension.
Adapt
What can be tweaked to improve my SEO strategy? I adapt successful elements from other campaigns to my own. Changing my strategy to adapt to evolving search engine algorithms and user behaviors is essential.
Example: I adapt my content to include voice search optimization, recognizing the growing trend of voice-activated searches and ensuring entities are used for better semantic understanding.
Modify (or Minify/Magnify)
How can the process be changed to alter outcomes? I emphasize certain parts of my SEO strategy or improve efficiency by modifying meta descriptions, titles, and URLs or using GPTs.
Example: I modify my website’s structure to improve load times and user experience, positively affecting search engine rankings. I ensure that entities are highlighted in titles and descriptions for better context.
Put to Another Use
What benefits might arise from using my SEO strategy in a different context? Can my approach succeed in another industry?
Example: I apply my SEO strategies to social media platforms, optimizing posts for search engines to increase visibility and engagement. I use entities to create content that resonates across various platforms.
Eliminate
Simplifying my SEO strategy can often make it better. What can be removed or streamlined?
Example: I eliminate outdated or low-quality backlinks that might harm my website’s ranking, focusing on building high-quality links. I also remove excessive keyword stuffing in favor of using relevant entities.
Reverse
Would changing the sequence of my SEO tactics produce a different outcome? What can be rearranged, flipped, or swapped?
Example: I reverse my content creation process by starting with entity research to ensure that my content aligns with what users are searching for, improving relevance and search engine ranking.
SCAMPER provides structured techniques to stimulate creativity and drive innovation in my SEO strategy. By focusing on entities over keywords, I enhance my website’s search engine performance and stay ahead in the ever-evolving digital landscape.