SEO Strategy

Performance Targets

Definition of key performance targets, all involved know what they are working towards.

Many SEO campaigns fail because the people involved do not know clearly the key targets. For example, the client is looking for more phone calls, and the SEO is focussing on certain keyword rankings.

Your plan will include the definition of specific targets, which could include:

• Increased Conversions – targets for how much the meaningful conversions on your website will be increased, such as e-commerce sales, web enquiries, applications, newsletter sign-ups etc.
• Increased Rankings – the definition of key ranking targets rankings increase goals; advice will be given on those keywords that are commercially viable and realistic.
• Increased Traffic – targets for how much organic search traffic will increase; advice will be given on where this traffic should be from, such as meaningful keywords.
• Increased Engagement – targets for increasing visitor time on site, engagement with your content.

Human Resources

Identification of the resources available and those needed to execute the campaign.

SEO campaigns can require a wide range of skills and people to get the required work done. Your plan will acknowledge the resources and skills your business has, and identify who should execute each element of work.

These could be:

• Developers
• Technical SEO
• Copywriters
• Designers
• Project management
• Outreach
• Client input

This may be available in-house, training may be needed, or external help may need to be employed.

Action Plan

Definition of the actions that need to be done, by whom, and when.

You can greatly speed up the results and effectiveness of SEO if you define the key priorities early on and have the right people executing this work.

Your plan will clearly layout:

• Schedule of works – all the actions that are required.
• A timetable - what are the priorities and what can be done at later stages.
• Responsibilities – who is responsible for undertaking and approving works.
• Quick Wins – key actions that will get fast results and build confidence in the campaign.

This is usually presented in a spreadsheet so data can be easily transferred to a project management system (for example Trello, Monday.com, Basecamp).

Performance Monitoring

Definition of what needs to be monitored and reported, with key review stages.

With the volume of data available to SEO’s, it is easy to make campaigns appear successful when in fact they are not.

Your plan will define

• The key metrics that need to be monitored – for example, certain goal completions, traffic, time on site, etc.
• Regular reviews – how regularly should you review results and work done, the scope of these reviews, and who is involved.
• In-depth reviews – when you should do a more in-depth review, which may involve a mini-site audit, re-looking at competitors, ROI, etc.

There can be a tendency for teams working on campaigns to “pat themselves on the back” at review stages, and be too lenient on themselves. I can help give a more objective view by providing on-going support to the SEO campaign, assisting with these in-depth reviews.