Tag : Plan

Tips For Developing Your SEO Campaign Plan

One of the most common mistakes when a company decides to invest in SEO, whether in-house or with an agency is the lack of understanding of the importance of the development of the SEO campaign plan. Often the most difficult core competitive keywords are chosen without considering the issue of profitability, as many companies hope to move up on the search engines for these broad industry keywords. SEO is not just about being seen it has to be about profitability further down the line and this should be central to the development of the SEO campaign plan.

Step 1:
If your company is selling products online the first step is to evaluate which products have a better margin and then go about keyword research. If your company is offering services then the same principle applies, only in evaluating the long-term worth of your potential clients to each service if this applies. The SEO campaign plan should market your most profitable products or services when possible.

Step 2:
Next you need to understand that you must split the keyword that apply to your chosen services or products into core competitive keywords and long-tail keywords. Core competitive keywords will be the more difficult keywords that all your competitors hope to be on page one for as well. The long-tail keywords are less competitive and often by their nature can mean that the person searching is closer to making a decision.

For example a core competitive keyword for a ladies clothes website will be dress, whereas a long-tail keyword for the same website will be one one-shoulder dress or halter neck dress. These long-tail keywords have a higher chance of moving up the rankings of the search engines faster and additionally as the lady searching is looking for a specific style of dress there should be a higher chance that she is ready to buy.

Step 3:
When it comes to deciding your keywords, both the core competitive keywords and the long-tail keywords to include in your SEO campaign plan there are some shortcuts. If you are already running a pay per click campaign you can evaluate the keywords within this campaign in terms of cost effectiveness.

Look at the cost per conversion if you have this information available and you should notice that the long-tail keywords will have a lower cost per conversion, the same principle will apply to your SEO campaign plan. It applies in a different way as you will either be investing a cost in an agency or in-house over a period of time.

Step 4:
Mix and match some different approaches to gathering keyword data. Combine what you have decided from your website and ppc campaign, if you have one and use the following free tools.

You can search on the search engines and you will find a variety of free keyword tools, some of which are very good. In general these offer the more high traffic keywords so to create long-tail keywords you will need to use ppc data or be creative.

Try to step out of your own mindset and put yourself into a potential buyers’ frame of mind. Some search very broadly yet others can be surprisingly specific!

Jackie de Burca is co-owner of CWA Europe, search marketing agency. All aspects of search marketing requires intricate planning and research, and this is how CWA develop your SEO campaign plan.

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Plan An Effective Seo Campaign

How to Optimize a Google AdWords Campaign
SEO Campaign
Image by MetroAtlantaMarketing
I recently optimized a Google AdWords Campaign for a cable television network. This network has seven prime-time television shows, each set up with an AdWords campaign with an annual budget of around 0,000 each. Their goal was to increase impressions, increase CTR and Conversions (registrations for their newsletters & promotions) and lower their ballooning costs. In total, this TV network spends over Million/year in Google AdWords and had no dedicated resource to manage the campaigns. After starting work on the project in December of last year, I quickly realized they had simply created their campaigns and either used the default settings, or the "Budget Optimizer" tool within AdWords.

My initial work in optimizing their Google AdWords campaigns consisted of: rebuilding their campaign architecture, laser focus on keyword relevance and quality scores, setting targets for lead volume and cost-per-acquisition and establishing a synergy between keywords, ad copy and the landing page experience. Then, as always, I would revise, report and retest every few days to tweak campaign performance.

The result?

Due to the current economical context, more and more entrepreneurs choose to take their businesses on line. It allows them a costs cut and, if they do things well, it can even increase their turn-over. In order to make this happen, the fist step is to let people know about you, your website and your products. And the best way to tell them is trough a SEO campaign.

Rule number one for planning an effective SEO campaign lies in setting the deadline. You can not do this. Search engine optimization is a continuous process; it relies on constant research and changing in order to keep up the pace. However, since you have to start with something, here are a few tips for an effective SEO campaign.

The optimization process always starts from within. In SEO language, this means the first thing you must take care of is on-page optimization. In order to do this, take a look at your target and figure out what keywords do they type in the search engine in order to get the necessary information. Use your imagination, ask a friend or two or more or try a keyword generator tool. Whatever it takes, just make sure to keep your keyword list updated.

Now that you have the precious list of keywords, improve your content. You know, there is a reason why SEO experts call it “king”. The search engine’s spiders love it. They like it when it informative, well-written, original and fresh. Oh, and one of the most important tips: spiders feed in keywords so make sure you include them in your text. They must appear naturally and not too many times. Search engines disapprove of stuffed text.

Is there a competitor that score higher on the search results list? Don’t waste time envying them. Do something better: learn from them. If they made it that far, they must be doing something right. Find out what it is and do the same.

The next step in improving your traffic is off-site optimization. In other words: link building. In the online links do exactly what roads to in the offline: they bring you customers. This is why you should supply the with enough access paths towards your business as possible. Buy links, is your budget allows it, try link exchange if not. Register the website in directories or submit well-written articles to article directories such as Ezine. The results will reflect on the number of visitors soon enough.

Ask professionals for help and improve your website. The manchester seo services include consultancy advice, campaign planning, implementation and ongoing development.