Planning Your SEO Campaign

By Sergio Aicardi on January 17, 2013

Tech Pro Security Site

Keywords: Identifying the most popular search queries can be done by seeing which terms are being used with Google Trends since we don’t really have to much keyword data within Analytics or Adwords. We checked the search queries that don’t have a city or state name appended to it. City specific search terms are not getting a ton of search volume and Google Trends is not pulling any data at all for those types of city specific keywords.

From the above charts, we can see that there are several terms that are popular (high interest search terms) and likely to bring you the right type of visitors if we add geo-extensions to the keywords i.e. “security camera installation +(Boca Raton)”. It is important to note that these search terms do not have extremely high search volume but the conversion rates and click-through-rates are likely to be higher than the generic non geo-specific terms.

Using some excel formulas, we were able to produce many keyword suggestions as shown below. We created keyword ideas for the most popular terms and appended the most important geographical terms to them according to our prior conversations which were:

Boca Raton, Delray Beach, Fort Lauderdale, West Palm Beach, Boyton Beach, Lake Worth, Palm Beach County, Broward County and South Florida.

keyword_generator_tool_used_for_Techpro_snap_shot

The cost calculator will allow you to pick and choose which locations (aka keyword groups) you want to allocate resources to or not so the price can be tailored and customized to your liking. We recommend at least 1 blog post per month (on site) per category and at least 4 contextual back links (off page) per month for each category to aggressively get top rankings for those keywords which are not very competitive.

We will need to create a thoroughly optimized landing page for each keyword group to ensure that all on page factors are 100% optimized according to Google’s recommendations.

Security Camera King Site

For this website, we spoke about promoting some of the best performing products (as well as the forum section) according to the ecommerce revenue data and conversion rate. We have analyzed the Google Analytics account very meticulously to find the top performing pages and products. Our process involved creating a custom report which showed a combination of keyword and landing page URL along with many metrics associated with those page/keyword combinations. The report shows how each of the page/keyword combinations perform in terms of the quality of traffic (snap shot below). Some of the metrics we can analyze are the % of new visits, bounce rate, time on site, ecommerce avg order value, ecommerce conversion rate and more. We will provide you with our excel spread sheets where the analysis was documented so that you can analyze the data and make the decision on which category/product pages would be the best to promote organically.

analysis_on_forum_

We have created individual cost calculators for each of the marketing campaigns (one for the products/category pages and one for the forum promotion campaign) to keep things organized and segmented. With the cost calculators you can remove or add product categories so that the price for the campaign is to your liking. The cost calculators include the recommended amount of blog posts, contextual back links, keywords and social shares.

Summary of SEO work:

Setup:

Creation / Optimization of product pages and new category landing pages that will include the following:

  1. Ensuring each page is optimized for each of the focus keywords for that group along with several long tail keyword variations.
  2. Getting the focus keywords in the image alt tags, headers, content, title and description by using the SEO friendly WP plugin Yoast.
  3. Creating an SEO friendly URL structure for each new page.
  4. Installing conversion tracking for each page i.e. form submissions and phone call tracking which we can then use to identify which keyword and or pages, are driving more conversions.
  5. Updating sitemap to include new target pages
  6. Getting new pages indexed through social signals and pings link building. (Joseph Davison is the off page content creator for this account).

Once the marketing calculator is finalized, we will update the scope of work to include the number of landing pages that need to be optimized or created along with the keywords for that group.

Social Media Setup.

In addition to targeting new keyword groups, we will be utilizing social media. Crystal is going to be the lead social media manager on this project. She will be creating 2 posts per month for each category across the top 4 major social media platforms. On top of that, every keyword group will receive X number of social shares according to the marketing cost calculator as a way to promote the blog posts we release on behalf of the SEO campaign.

We will create/maintain a social media platform for each of the 4 major networks

1. Linkedin

2. Google plus

3. Facebook

4. Twitter

Each of the pages will be optimized for SEO purposes.

We will need you to communicate with Crystal to ensure that the profiles are created/optimized according to your suggestions/standards.

On-going optimization

For each of the pages that we are going to promote, we will be performing many on-going tasks that will get these pages to rank highly on Google and search engines alike. The tasks are as follows:

1. 1000 word blog posts created each month so that the search engines can see that we are actively producing SEO friendly content on site that links to our landing pages. This shows Google that the pages you are trying to rank are getting internal SEO signals in the form of internal links and SEO friendly content straight from your websites blog. This is best practice for SEO. The number of blog posts will be dependent upon the cost calculator.

2. Creating a specific amount of high quality contextual backlinks per month from high page-rank sources like squidoo.com, wordpress.com, hubpages.com, livejournal.com and more (which are all page rank 8+ web 2.0 sources) for each category. These are not simple article sites that allow you to easily get a link. These are moderated content sites that require the submissions to be manually reviewed and checked for low quality content, duplicate content or spam. These links are highly valuable.

3. X number of Social shares per month per category across 4 major social media platforms. Each time a blog post is made, the post will be shared among the 4 social networks to get them indexed and to obtain social signals. The number of social shares depends upon the cost calculator.

4. Audience engagement will be conducted on a regular basis. This will include engaging with communities, groups, pages and people from related industries and indirectly related groups. This will help you grow your audience on each network which is evaluated by Google heavily. X number of times per month Crystal will be interacting with social groups to get your audience to grow on a consistent basis and to drive referral traffic.  See social media scope of work for details.

5. Email marketing push twice per month (optional) – This will start to happen once Crystal has the email list, she will create really nice emails that are in HTML and that are linked back to the site and fully trackable with Google Analytics. We will include the conversions coming from email in the monthly reports.

 

On Page Optimization (Site Wide)

Back end optimization –

1. Altering titles and descriptions

2. Image optimization – product page optimization which includes image alt tagging keywords

3. Site investigation for errors, malicious activity, malware, duplicate content etc. Investigation  performed on Google Webmaster Tools data shows that there are no alarming errors with the sites structure.

4. Optimizing the content on the landing pages that we are going to be promoting.

5. Ensuring the use of internal and external links are optimized and working harmoniously with our on-going content campaign.

The above mentioned processes and strategies were formed by utilizing the same exact strategies on our own website and it is the very reason why we are out ranking so many of our competitors.

What Else Is Left To Do?

 Professional Reporting

Ensuring that you have the proper tracking systems in place to gauge how profitable your marketing campaign is. Thanks to the fact that we live in a modern aged marketing world, we are able to use tracking tools like Google Analytics to literally track every aspect of your PPC campaign’s performance. We make it a requirement for our clients to implement professional reporting so that we can measure down to the exact dollar (or as close to it as possible) what your campaign’s ROI is.

How Do We Do It?

  • We use call tracking to track the number of phone calls being generated from PPC advertising. With our call tracking software, we can see things like which keywords, cities and or landing pages are providing your company with phone calls.
  1. Google Analytics tracking to see how many visitors you are generating and attributing those visitors to sources like Google PPC, Google Organic, Social Media and other referring traffic sources.
  2. Form submission tracking for all contact forms or request a quote forms on your website. We can setup Google Analytics to track the number of form submissions you are receiving and attribute them to sources like keywords, locations, landing pages, ad groups and more.

Why is this important?

By having this type of data driven approach, we can take data segments and improve upon your campaign performance based off the actionable data that we gather over time. For example, lets say after 2 months, we realize that 2 out of the 100 keywords you are showing up for does not generate a single phone call, transaction, or contact form submission… We may at that point decide to reduce the budget or eliminate the spend on those 2 poorly performing keywords and utilize the resources or budget on a different keyword(s) that performs much better ultimately, increasing your campaign profitability.

All of this data can be viewed in an “easy-to-understand” reporting dashboard that is custom developed for each and everyone one of our clients. Why? Because every business is unique and so are there marketing goal. Below is an example of a reporting dashboard that we created for one of our clients.

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NO Risk Goals   Google Analytics



About The Author

Sergio Aicardi
Sergio Aicardi /

Search engine marketing is what I am passionate about and enjoy doing. I feed off of the knowledge and the fact that SEO is always and will always be changing. Remember, when it comes to SEO, always think like a search engine and you will succeed.