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What’s Included in my SEO Campaign?

Jul 1, 2020

Beginning a new digital marketing or SEO campaign can be an exciting time, but it is often a difficult decision to know which SEO agency to use, what they offer and how they will be able to assist your business.

At practiceedge we manage hundreds of digital marketing campaigns for a range of businesses and industries, all with extraordinary results. We can create a custom and tailored SEO package to suit the needs of your business and offer out of the box solutions to extend your online reach to your ideal customer.

Search engines like Google are constantly updating and refining ranking algorithms to improve user experience and search patterns. Google implements major changes to how it handles local, mobile and voice search, but this is where an ongoing SEO campaign can ensure your website is updated alongside these changes.

SEO acts like a funnel, fetching a flow of leads to your blog posts or website, making it one of your best lead generation tools. To make the most of the opportunity, you need to create and improve high-quality content and specifically structured website service pages so that you become more discoverable in search engines. In turn, higher organic rankings will increase the total number of users that can see the value of what you offer and want to engage with your business.

But we are often asked by our clients, “what is included in my SEO campaign?” or “what do you do as part of my campaign management?”.

When planning and executing an SEO campaign it is important to look at all the crucial points and proven tactics you need to plan a successful SEO campaign and get great results.

1. Defining Goals, Strategy & Target Audience

The obvious goal of an SEO campaign is to rank number 1 and generate website leads. However, before you can rank number 1 we need to look at which products and services you would like to target, which region you would like to attract leads in, who is your target audience and which type of interaction would you like the users to take on your website.

Once you define your target audience and the products or services you would like to market, then we can look at what makes your business stand out from your competitors, what is your unique selling proposition (USP) and why a customer would choose you.

Next, we look at which strategy would best suit your campaign; for example if you are a local plumber then the local suburbs would be the best starting point or if you are a medical specialist then perhaps a region-based campaign would be better.

This first step in any SEO campaign is one of the most important stages. Without proper planning and research in the first stage, it may affect the results your campaign will yield later.

2. Keyword Research

After you have defined the services and products you wish to target then we need to look at the best keywords to drive traffic to your website for those products and services. Keyword research is an essential component of any of our SEO campaigns and is heavily data driven.

We look at terms people search for in Google, review your competitors keywords and look at your historical Google Analytics and Search Console data to review previous trends and identify the most effective geotargeted and general keywords.

3. On-page SEO Implementation

Now that we have conducted your keyword research, we need to implement on-page SEO meta data. Meta tags or meta data are snippets of code that tell search engines important information about your web page, such as how they should display it in search results.

They also tell web browsers how to display it to visitors. Every web page has meta tags including a meta title and description, but they’re only visible in the HTML code. As they are only visible in the HTML code, they aren’t visible to your website users once they land on your website.

4. Technical Audit

When starting your SEO campaign, you need to get off on the right step by making sure your site is setup correctly. When auditing your website, we check the following technical SEO elements:

  • XML sitemap: Search engines use a website’s XML sitemap to find, prioritise and organise your URLs. It is an important SEO element for your website, with its primary purpose to inform search engines about pages on your website that need to be crawled but isn’t a ranking factor. 
  • Page speed: Load time is a crucial part of user experience and, therefore, SEO. No search engine wants to recommend a slow site. There’s a lot of reasons your site could be slow. Images & Videos are often the main cause of slow load page loading speeds & often if your site load speed is more than 7 seconds the probability of a bounce increases by 106% (Stats Source: Google Research 2017) A higher bounce rate can, in turn, affect your SEO & keyword ranking positions. It can signal to Google that the keyword users originally searched for & then clicked on your website didn’t best suit their needs.

5. Google Analytics Set Up

To monitor all website traffic sources, we set up and install Google Analytics on your website. Google Analytics allows us to identify trends and drops in traffic and review/adjust your campaign accordingly. It also allows us to see in-depth detail about your website visitors, their journey through your website and where they potentially exit before converting. This detail will provide insight to help shape the success of your business’ online marketing strategy. You will also receive a monthly customised report for all your website traffic.

6. Google Search Console Set Up

Google Search Console tools and reports help you measure your site’s Search traffic and performance, fix issues, and make your site shine in Google Search results. As part of your ongoing SEO campaign, we set up your XML site map and the schedule of your sitemap submission. On your Google Search Console, we can also look at the identification of broken links within your website and any other important information Google alerts to us.

7. Internal Linking Strategy

We also review the internal linking across your website as this can improve your organic keyword rankings. Internal linking connects your content and indicates to Google the structure of your website. Internal links can also establish a hierarchy on your website, allowing for Google to see the most important pages that provide more link value. This is helpful for when Google crawls your website, as it disseminates the link equity to flow through the entire website and increase the ranking potential for each page.

8. Backlink Strategy

We complete an ongoing backlinking strategy to your website to further build the trust and authority of your website. We create a web of local citations and directories, feature your website on our private blog niche network and acquire links from niche-specific authority sources.

9. Competitor Analysis

We analyse competitors who are ranking above your website in the SERP results. We compare their targeted keywords, site structure, backlink profile, internal linking strategy, Google Business profile and website content.

10. Website Content Structure

For the best SEO keyword ranking results we need to ensure your content throughout the SEO pages match the targeted keywords. We use all the work completed in the strategy and research stages into reviewing your on-page content to ensure not only will it rank well, but it adds value to your users.

11. Google My Business Profile Management

We create a new Google Business Profile for your business if you haven’t previously had one. We also ensure your business remains as a verified listing in Google Maps. We also create Google Business Posts and add fresh content to your Google Business profile as part of your campaign review.

12. Ongoing Campaign Review

During a periodic review of your SEO campaign, we look at items within each of the items listed above as well as your SEO keyword rankings & website traffic sources. We also continue to make on page and off page optimsation changes to ensure your keyword ranking positions improve.

13. Client and Campaign Enhancement Suggestions

We also look at the wider online profile of your business, ensure all social media are connected to your website and can provide in depth analysis of the overall user experience on your website.

SEO, like most digital marketing channels, is a continuous process of testing, reviewing and implementation. Which is why you need to set up your campaigns correctly based on solid strategy, keyword research, website construction and content. If you need assistance with your SEO campaign, please contact practiceedge today!