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Search Engine Optimization Playbook

Our Search Engine Optimization Playbook highlights our premium tool-kit of tools & templates to help you create an effective SEO marketing plan and optimize your website to increase traffic and support your marketing goals. This PDF is also the course guide for our Search Engine Optimization Training Course, which has 3 video modules that go from fundamental concepts, intermediate optimization and keyword tips to advanced implementation of SEO strategy.

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Search Engine Optimization Playbook

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  1. Search Engine Optimization Playbook SEARCH ENGINE OPTIMIZATION PLAN Playbook & Toolkit Follow this simple step-by-step playbook to develop an SEO plan that increases your competitive position, reduces advertising expenditures, and implies authority.

  2. Table of Contents SEARCH ENGINE OPTIMIZATION (SEO) PLAN Introduction 04 Conclusion 32 Framework 03 About This Playbook 33 Understand SEO 10 13Evaluate Readiness 18Research Keywords 22Plan Using Pay-Per-Click 25Implement Strategy 29Measure Results stage stage stage stage stage stage 1 2 3 4 5 6 Table of Contents SEARCH ENGINE OPTIMIZATION (SEO) PLAN Introduction 04 Conclusion 32 Framework 03 About This Playbook 33 Understand SEO 10 13Evaluate Readiness 18Research Keywords 22Plan Using Pay-Per-Click 25Implement Strategy 29Measure Results stage stage stage stage stage stage 1 2 3 4 5 6

  3. SEO Framework Leverage the framework below to quickly empower your organization’s SEO strategy. Click the buttons below to access all related training, tools, templates, and other resources. Website Program Metrics Dashboard Creating Agile SEO Campaigns On-Page Optimization Checklist Adwords Keyword Planner Tool Maturity Assessment Webmaster & SEO Expert Job Desc. SEO System RFP Agency Management Training Course Youtube Posting Checklist Keyword Database Keyword Value Estimator Technology Overview Mobile Optimization Checklist Keyword SpyVendor Evaluation Training Course Blog Post Optimization Checklist Google Trends Google Adwords Google Webmaster Tools Google Analytics Moz Open Site Explorer Vendors Matrix Content Marketing Framework Social Media Marketing Framework Blogging for Business Framework Demand Gen & SEO Benchmark App Store Optimization Checklist Spyfu MEASURE6PLAN4 IMPLEMENT51 UNDERSTAND EVALUATE2 RESEARCH3 Benchmark Report SEO Framework Leverage the framework below to quickly empower your organization’s SEO strategy. Click the buttons below to access all related training, tools, templates, and other resources. Website Program Metrics Dashboard Creating Agile SEO Campaigns On-Page Optimization Checklist Adwords Keyword Planner Tool Maturity Assessment Webmaster & SEO Expert Job Desc. SEO System RFP Agency Management Training Course Youtube Posting Checklist Keyword Database Keyword Value Estimator Technology Overview Mobile Optimization Checklist Keyword SpyVendor Evaluation Training Course Blog Post Optimization Checklist Google Trends Google Adwords Google Webmaster Tools Google Analytics Moz Open Site Explorer Vendors Matrix Content Marketing Framework Social Media Marketing Framework Blogging for Business Framework Demand Gen & SEO Benchmark App Store Optimization Checklist Spyfu MEASURE6PLAN4 IMPLEMENT51 UNDERSTAND EVALUATE2 RESEARCH3 Benchmark Report

  4. 4SEARCH ENGINE OPTIMIZATION (SEO) PLAN Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 2 3 4 5 6 Introduction “The process of affecting the visibility of a website or a webpage in a search engine’s unpaid results - often referred to as “natural,” “organic,” or “earned” results.” Search Engine Optimization (SEO) DefinedWhat Is the Purpose of This Playbook? To help you develop a Search Engine Optimization Plan that: Is aligned with corporate values and vision Provides a solid foundation for content marketing Supports Corporate Marketing strategy, Content Marketing plans, and Social Media Marketing and Blogging plans Corporate Marketing Strategy Marketing Communications Plan Content Marketing Plan Social Media Marketing Plan Bottom line SEO increases your competitive position, reduces advertising expenditures, and implies authority. 4SEARCH ENGINE OPTIMIZATION (SEO) PLAN Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 2 3 4 5 6 Introduction “The process of affecting the visibility of a website or a webpage in a search engine’s unpaid results - often referred to as “natural,” “organic,” or “earned” results.” Search Engine Optimization (SEO) DefinedWhat Is the Purpose of This Playbook? To help you develop a Search Engine Optimization Plan that: Is aligned with corporate values and vision Provides a solid foundation for content marketing Supports Corporate Marketing strategy, Content Marketing plans, and Social Media Marketing and Blogging plans Corporate Marketing Strategy Marketing Communications Plan Content Marketing Plan Social Media Marketing Plan Bottom line SEO increases your competitive position, reduces advertising expenditures, and implies authority.

  5. 5SEARCH ENGINE OPTIMIZATION (SEO) PLAN What Are the Top 12 Benefits of SEO? 1. Increase sales through visitor call-to-action conversions. 2. Acquire new customers and new markets through better web presence. 3. Reduce advertising expenditures. 4. Increase brand reputation and trust. 5. Measure revenue increases from digital channels. 6. Expand global markets. 7. Increase competitive position. 8. Deepen local presence (online and offline). 9. Forecast and prove ROI from SEO and all Digital Marketing. 10. Increase value of content creation and management. 11. Maximize company/brand social presence on the web. 12. Market to customers earlier in the buyer’s journey. Why Do You Need to Utilize SEO? Search is very, very popular. With 20% growth a year, it reaches nearly every online American (91% of US internet users search every month) and billions of people around the world and drives an incredible amount of both online and offline economic activity. Although SEO is often seen as optimizing your web, 75% of SEO is influenced by off-page factors, with only 25% of on- page factors influencing rankings. Higher rankings in the first few results are critical to visibility. Being listed at the top of the results not only provides the greatest amount of traffic, but also instills trust in consumers as to the worthiness and relative importance of the company or website. Hubspot and MOZ Hubspot MOZ Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 2 3 4 5 6 Introduction 5SEARCH ENGINE OPTIMIZATION (SEO) PLAN What Are the Top 12 Benefits of SEO? 1. Increase sales through visitor call-to-action conversions. 2. Acquire new customers and new markets through better web presence. 3. Reduce advertising expenditures. 4. Increase brand reputation and trust. 5. Measure revenue increases from digital channels. 6. Expand global markets. 7. Increase competitive position. 8. Deepen local presence (online and offline). 9. Forecast and prove ROI from SEO and all Digital Marketing. 10. Increase value of content creation and management. 11. Maximize company/brand social presence on the web. 12. Market to customers earlier in the buyer’s journey. Why Do You Need to Utilize SEO? Search is very, very popular. With 20% growth a year, it reaches nearly every online American (91% of US internet users search every month) and billions of people around the world and drives an incredible amount of both online and offline economic activity. Although SEO is often seen as optimizing your web, 75% of SEO is influenced by off-page factors, with only 25% of on- page factors influencing rankings. Higher rankings in the first few results are critical to visibility. Being listed at the top of the results not only provides the greatest amount of traffic, but also instills trust in consumers as to the worthiness and relative importance of the company or website. Hubspot and MOZ Hubspot MOZ Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 2 3 4 5 6 Introduction

  6. 6SEARCH ENGINE OPTIMIZATION (SEO) PLAN SEO Marketing Research Results Executive Summary Achieving Revenue Goals Current SEO Program Success Obstacles to Achieving SEO Objectives We’ve conducted our own research on Search Engine Optimization, and our SEO Marketing Benchmark Report, highlights the impact effective SEO strategies are having on organizations, especially on revenue generation. This report includes the following sections: SEO MARKETING Benchmark Report V I E W R E S O U R C E What Our Research Report Has Found: SEO objectives remain constant with increasing website traffic, increasing lead generation and improving natural search rankings ranked as the top objectives for this year. Ultimately, the top choices are interrelated since increases in website traffic and leads generated are often the result of an improvement in natural search rankings. It appears Outsourced SEO is more effective for revenue generation. Companies that are achieving or exceeding revenue goals are almost two times more likely to outsource all or part of their SEO programs. By outsourcing, these companies are gaining access to the specialized expertise required to execute difficult tactics, effectively leading to performance improvements. SEO drives successful outcomes. Overall, 89% of compa- nies who are attaining or exceeding revenue goals, and 64% of companies not achieving revenue goals, report some level of success with SEO, whether significantly or only slightly. No surprise but, companies that achieve or exceed their revenue goals are seven times more likely to have a “Very Successful” SEO program than are those not achieving their revenue goals. 1 2 3 Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 2 3 4 5 6 Introduction 6SEARCH ENGINE OPTIMIZATION (SEO) PLAN SEO Marketing Research Results Executive Summary Achieving Revenue Goals Current SEO Program Success Obstacles to Achieving SEO Objectives We’ve conducted our own research on Search Engine Optimization, and our SEO Marketing Benchmark Report, highlights the impact effective SEO strategies are having on organizations, especially on revenue generation. This report includes the following sections: SEO MARKETING Benchmark Report V I E W R E S O U R C E What Our Research Report Has Found: SEO objectives remain constant with increasing website traffic, increasing lead generation and improving natural search rankings ranked as the top objectives for this year. Ultimately, the top choices are interrelated since increases in website traffic and leads generated are often the result of an improvement in natural search rankings. It appears Outsourced SEO is more effective for revenue generation. Companies that are achieving or exceeding revenue goals are almost two times more likely to outsource all or part of their SEO programs. By outsourcing, these companies are gaining access to the specialized expertise required to execute difficult tactics, effectively leading to performance improvements. SEO drives successful outcomes. Overall, 89% of compa- nies who are attaining or exceeding revenue goals, and 64% of companies not achieving revenue goals, report some level of success with SEO, whether significantly or only slightly. No surprise but, companies that achieve or exceed their revenue goals are seven times more likely to have a “Very Successful” SEO program than are those not achieving their revenue goals. 1 2 3 Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 2 3 4 5 6 Introduction

  7. 7SEARCH ENGINE OPTIMIZATION (SEO) PLAN For SEO, Google Recommends to: 1. Make pages primarily for users, not for search engines. Don’t deceive your users or present different content to search engines than you display to users, a practice commonly referred to as “cloaking.” 2. Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link. 3. Create a useful, information-rich site, and write pages that clearly and accurately describe your content. Make sure that your <title> elements and ALT attributes are descriptive and accurate. 4. Use keywords to create descriptive, human- friendly URLs. Provide one version of a URL to reach a document, using 301 redirects or the rel=”canon- ical” attribute to address duplicate content. Main On-Page Optimizations Include 1 Title Tag – Have your keyword in here at least once, and as close as possible to the beginning. 2 H1 Header Tag – Your header is like your title, but you see it at the top of your page. 3 Body Copy – Use your keyword 2-3 times, including any vari- ations in your page’s text. 4 ALT Image Tag – Include your keyword in at least one photo. 5 URL – Use your keyword once in the address URL for your page. 6 META Description – These descriptions are ultimately what get someone to click. 7 Sitemap – This file will tell Google where every page of your site is, and how they link together. Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 2 3 4 5 6 Introduction 7SEARCH ENGINE OPTIMIZATION (SEO) PLAN For SEO, Google Recommends to: 1. Make pages primarily for users, not for search engines. Don’t deceive your users or present different content to search engines than you display to users, a practice commonly referred to as “cloaking.” 2. Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link. 3. Create a useful, information-rich site, and write pages that clearly and accurately describe your content. Make sure that your <title> elements and ALT attributes are descriptive and accurate. 4. Use keywords to create descriptive, human- friendly URLs. Provide one version of a URL to reach a document, using 301 redirects or the rel=”canon- ical” attribute to address duplicate content. Main On-Page Optimizations Include 1 Title Tag – Have your keyword in here at least once, and as close as possible to the beginning. 2 H1 Header Tag – Your header is like your title, but you see it at the top of your page. 3 Body Copy – Use your keyword 2-3 times, including any vari- ations in your page’s text. 4 ALT Image Tag – Include your keyword in at least one photo. 5 URL – Use your keyword once in the address URL for your page. 6 META Description – These descriptions are ultimately what get someone to click. 7 Sitemap – This file will tell Google where every page of your site is, and how they link together. Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 2 3 4 5 6 Introduction

  8. 8SEARCH ENGINE OPTIMIZATION (SEO) PLAN Other Training Courses that Relate This playbook is connected directly to the Content Marketing Training Course and Social Media Marketing Training Course, and we highly recommend you also look at those courses for additional best practice resources and advice for your SEO project. CONTENT MARKETING Training Course SOCIAL MEDIA MARKETING Training Course S TA R T L E A R N I N G S TA R T L E A R N I N G How to Use This Consulting Playbook This playbook consists of six stages, each with a description, steps and action items. Action items include using our premium tools & templates. Our intention with this playbook is to help you: Understand SEO and identify the keywords you should focus on Evaluate and select the technology that will be the backbone of your SEO strategy Plan and craft a strategy to drive traffic using Search Engine Optimization Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 2 3 4 5 6 Introduction 8SEARCH ENGINE OPTIMIZATION (SEO) PLAN Other Training Courses that Relate This playbook is connected directly to the Content Marketing Training Course and Social Media Marketing Training Course, and we highly recommend you also look at those courses for additional best practice resources and advice for your SEO project. CONTENT MARKETING Training Course SOCIAL MEDIA MARKETING Training Course S TA R T L E A R N I N G S TA R T L E A R N I N G How to Use This Consulting Playbook This playbook consists of six stages, each with a description, steps and action items. Action items include using our premium tools & templates. Our intention with this playbook is to help you: Understand SEO and identify the keywords you should focus on Evaluate and select the technology that will be the backbone of your SEO strategy Plan and craft a strategy to drive traffic using Search Engine Optimization Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 2 3 4 5 6 Introduction

  9. 9SEARCH ENGINE OPTIMIZATION (SEO) PLAN Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 2 3 4 5 6 Introduction Outputs from This Playbook Stage 1 - Understand SEO Stage 4 - Plan Using Pay-Per-Click Training Course, Benchmark Report, Technology Overview, Demand Gen & SEO Benchmark Creating Agile SEO Campaigns, Google Adwords, Moz Open Site Explorer Stage 2 - Evaluate Readiness Stage 5 - Implement Strategy Maturity Assessment, Vendors Matrix, Vendor Evaluation, SEO System RFP, Agency Management Training Course On-Page Optimization Checklist, Blog Post Optimization Checklist, Mobile Optimization Checklist Stage 3 - Research Keywords Stage 6 - Measure Results Adwords Keyword, Google Trends, Keyword Spy, Keyword Database Planner Tool, Google Analytics, Google Webmaster Tools, Website Program Metrics Dashboard 9SEARCH ENGINE OPTIMIZATION (SEO) PLAN Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 2 3 4 5 6 Introduction Outputs from This Playbook Stage 1 - Understand SEO Stage 4 - Plan Using Pay-Per-Click Training Course, Benchmark Report, Technology Overview, Demand Gen & SEO Benchmark Creating Agile SEO Campaigns, Google Adwords, Moz Open Site Explorer Stage 2 - Evaluate Readiness Stage 5 - Implement Strategy Maturity Assessment, Vendors Matrix, Vendor Evaluation, SEO System RFP, Agency Management Training Course On-Page Optimization Checklist, Blog Post Optimization Checklist, Mobile Optimization Checklist Stage 3 - Research Keywords Stage 6 - Measure Results Adwords Keyword, Google Trends, Keyword Spy, Keyword Database Planner Tool, Google Analytics, Google Webmaster Tools, Website Program Metrics Dashboard

  10. . Understand SEO STAGE 1 SEARCH ENGINE OPTIMIZATION (SEO) PLAN It’s important that your organization gets a fundamental understanding of how SEO works, and the different options available. In this first Stage you will: STEP 1: Review SEO Best Practices STEP 2: Review Data about Successful SEO STEP 3: Understand SEO Technology STEP 4: Review Demand Gen and SEO Report

  11. . 11SEARCH ENGINE OPTIMIZATION (SEO) PLAN Introduction Understand SEO 1 6 Myths about SEO you need to understand Optimization framework for your web pages Mobile and App Store SEO best practices Reviewing SEO technology solutions Executive Summary Achieving Revenue Goals Current SEO Program Success Obstacles to Achieving SEO Objectives SEO Tactics Effectiveness SEO Performance Metrics Review SEO Best Practices Review Data about Successful SEO STEP 1 STEP 2 Action Item Action Item Watch the Training Course: Search Engine Optimization to discover how SEO works and which best practices are required to get on to the top rankings to get free traffic. SEO MARKETING Benchmark Report Read the SEO Marketing Benchmark Report to compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not. Topics covered by this video course include: This report includes the following sections: V I E W R E S O U R C ES TA R T L E A R N I N G Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 2 3 4 5 6 SEO Training Course

  12. . 12SEARCH ENGINE OPTIMIZATION (SEO) PLAN Executive Summary SEO Marketing Overview SEO Vendor Landscape Evolution of the Landscape Analyst Bottom Line Paid Search Vs. Organic Search Website Experience Demand Generation Metrics The ROI of Demand Generation Analyst Bottom Line Understand SEO Technology Review Demand Gen and SEO Report STEP 3 STEP 4 Action Item Action Item Read the SEO Technology Overview, which highlights the Search Engine Optimization (SEO) technology space at a high-level. Read the Demand Generation & SEO Benchmark Report to learn more about the role of SEO in demand generation, as well as gaining a current view of the state of the demand gen process. This report includes the following topics: Topics discussed include: SEO Technology Overview DEMAND GENERATION & SEO Benchmark Report V I E W R E S O U R C E V I E W R E S O U R C E Introduction Understand SEO 1 Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 2 3 4 5 6

  13. . Evaluate Readiness STAGE 2 In this Stage you will evaluate the maturity of your organization when it comes to SEO: STEP 1: Assessing Your SEO Maturity STEP 2: Review SEO Technology Vendors STEP 3: Evaluate SEO Technology Vendors STEP 4: Determine if You Will Use Outsourcers STEP 5: Find an SEO Expert for Your Team STEP 6: Getting Help with SEO Systems STEP 7: Learn How to Manage an SEO Agency SEARCH ENGINE OPTIMIZATION (SEO) PLAN

  14. . 14SEARCH ENGINE OPTIMIZATION (SEO) PLAN Introduction 2 Evaluate Readiness Strategy, Buy-in & Skills Processes Definition Automation & Systems Keyword Management Results Reporting Metrics Company Target Industries Offerings Key Features Unique Strengths Customers Assessing Your SEO Maturity Review SEO Technology Vendors STEP 1 STEP 2 Action Item Action Item Use the SEO Maturity Assessment to help you measure your organization’s search engine optimization maturity. Use our SEO Vendors Matrix to obtain information about key vendors in the Search Engine Optimization (SEO) tech- nology space. This assessment is intended to address the following areas: This matrix is based on several criteria: V I E W R E S O U R C E V I E W R E S O U R C E Understand SEO Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 3 4 5 6

  15. . 15SEARCH ENGINE OPTIMIZATION (SEO) PLAN STEP 3 STEP 4 General & Technical Requirements Standard Feature Requirements Advanced Feature Requirements Service and Training Requirements Evaluate SEO Technology Vendors Determine if You Will Use Outsourcers Action Item Action Item Use our SEO Vendor Evaluation to compare SEO platforms based on your requirements. Based on your organizational maturity and SEO technology solution decisions, you will need to decide if your organiza- tion will hire an internal SEO expert, or hire an SEO agency to get the work done. This model is based on several criteria: V I E W R E S O U R C E Introduction 2 Evaluate Readiness Understand SEO Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 3 4 5 6

  16. . 16SEARCH ENGINE OPTIMIZATION (SEO) PLAN STEP 5 STEP 6 Position Overview Responsibilities Job Requirements Company Info Statement of Work Proposal Procedure Scope of Work & Business Vendor Information Estimated Budget Find an SEO Expert for Your Team Getting Help with SEO Systems Action Item Action Item Use our Webmaster and SEO Expert Job Description to quickly document the role and responsibilities for this position. Use our SEO System RFP Template to help you design a Request for Proposal (RFP) for a SEO platform. This job description includes: This model is based on several criteria: V I E W R E S O U R C E V I E W R E S O U R C E Introduction 2 Evaluate Readiness Understand SEO Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 3 4 5 6

  17. . 17SEARCH ENGINE OPTIMIZATION (SEO) PLAN STEP 7 Prepare Research Select Communicate Manage Learn How to Manage an SEO Agency Action Item Watch our Agency Management Training Course to help you develop a streamlined approach to agency selection, management and evaluation. This course is based on several stages: S TA R T L E A R N I N G Introduction 2 Evaluate Readiness Understand SEO Research Keywords Plan Using Pay-Per-Click Implement Strategy Measure Results 1 3 4 5 6 AGENCY MANAGEMENT Training Course

  18. . Research Keywords STAGE 3 This Stage will help you build a keyword list, check them against latest trends, spy on competitors’ keywords and determine each keyword’s financial value, if a first page ranking is achieved. We will cover how to: STEP 1: Build a Keyword List STEP 2: Check the Trends for Keywords STEP 3: Leverage your Competitors’ Keywords STEP 4: Share Keywords with your Team STEP 5: Determine the Value of Keywords SEARCH ENGINE OPTIMIZATION (SEO) PLAN

  19. . 19SEARCH ENGINE OPTIMIZATION (SEO) PLAN Keywords based on a URL Related Keywords Traffic Volume Keyword PPC Cost Keyword Categories Compare Keywords Explore Trends Discover Related Searches Compare dates Visually chart information Build a Keyword List Check the Trends for Keywords STEP 1 STEP 2 Action Item Action Item Use the Adwords Keyword Planner Tool to discover keyword opportunities for your organization based on rele- vance to the topic, and volume of daily traffic. Use Google Trends to compare keywords, based on how they are trending historically, to understand which keywords are a better long-term investment for optimization efforts. Utilize this tool to review: This tool allows you to: Introduction Research Keywords 3 V I E W W E B S I T E V I E W W E B S I T E Understand SEO Evaluate Readiness Plan Using Pay-Per-Click Implement Strategy Measure Results 1 2 4 5 6

  20. . 20SEARCH ENGINE OPTIMIZATION (SEO) PLAN Keywords Competition Level Global Monthly Searches Local Monthly Searches Leverage your Competitors’ Keywords Share Keywords with your Team STEP 3 STEP 4 Action Item Action Item Use tools such as Keyword Spy and SpyFu to help you discover and leverage your competitors’ keywords to save time and money on your research effort. Use the SEO Keyword Database to gather information on the keywords that you are targeting, and share them with your team. This template includes: V I E W W E B S I T E V I E W R E S O U R C E Introduction Research Keywords 3Understand SEO Evaluate Readiness Plan Using Pay-Per-Click Implement Strategy Measure Results 1 2 4 5 6

  21. . 21SEARCH ENGINE OPTIMIZATION (SEO) PLAN Profit per Day/Month/Year B2B and E-Commerce Formulas Value Per Visitor Determine the Value of Keywords STEP 5 Action Item Use the SEO Keyword Value Estimator to calculate the profit opportunities on a target keyword for each of the 10 organic positions on the first page of a search engine. This tool includes: V I E W R E S O U R C E Introduction Research Keywords 3Understand SEO Evaluate Readiness Plan Using Pay-Per-Click Implement Strategy Measure Results 1 2 4 5 6

  22. . Plan Using Pay-Per-Click STAGE 4 This Stage is all about planning which keywords you will optimize by testing them first using paid ads to see if that traffic is worth the effort required to achieve a ranking. In this stage you will: STEP 1: Discover How to Create Agile Campaigns STEP 2: Test Keywords using Paid Google Ads STEP 3: Discover your Competitors’ Link Strategy SEARCH ENGINE OPTIMIZATION (SEO) PLAN

  23. . 23SEARCH ENGINE OPTIMIZATION (SEO) PLAN Introduction Plan Using Pay-Per-Click 4 What is Agile SEO? Reasons to Engage in Agile SEO Campaign Agile SEO Approach Action Plan Bottom Line Understand which keywords actually work Test your landing pages with real traffic Immediately send traffic to your site for testing Test Titles and Descriptions for maximum Click-Thru (CTR) Discover How to Create Agile Campaigns Test Keywords using Paid Google Ads STEP 1 STEP 2 Action Item Action Item Use the Creating Agile SEO Campaigns How-to Guide to helpyouplan,implement&measurean Agile SEOcampaign. Use Google Adwords to identify which keywords generate traffic that converts into leads or transactions by placing ads on those search keywords and tracking the results. This document includes: Adwords can help you: CREATING AGILE SEO CAMPAIGNS How-to Guide V I E W R E S O U R C E V I E W W E B S I T E Understand SEO Evaluate Readiness Research Keywords Implement Strategy Measure Results 1 2 3 5 6

  24. . 24SEARCH ENGINE OPTIMIZATION (SEO) PLAN See who is linking to your site See who is linking to your competitors’ site Find opportunities for linking you would otherwise not know Understand how your competitor is ranking for keywords Discover your Competitors’ Link Strategy STEP 3 Action Item Use the Moz Open Site Explorer to discover which sites your competitors are linking to, so you can leverage their approach in your SEO strategy. Open Site Explorer can help you: V I E W W E B S I T E Introduction Plan Using Pay-Per-Click 4Understand SEO Evaluate Readiness Research Keywords Implement Strategy Measure Results 1 2 3 5 6

  25. . Implement Strategy STAGE 5 In this Stage you will be ensuring that your content is fully optimized. You will discover a best practice approach to optimizing your website, blog, mobile and social presences. STEP 1: Optimize your Webpages for SEO STEP 2: Optimize Blog Posts for SEO STEP 3: Optimize Website for Mobile SEO STEP 4: Optimize Mobile Apps for SEO STEP 5: Optimize YouTube Videos for SEO STEP 6: Utilize Content, Social Media and Blogging SEARCH ENGINE OPTIMIZATION (SEO) PLAN

  26. . 26SEARCH ENGINE OPTIMIZATION (SEO) PLAN Introduction 5 Titles Body Copy Images Meta Tags Styling & Format Keyword placement Call to Action Use of Visuals Optimize your Webpages for SEO Optimize Blog Posts for SEO STEP 1 STEP 2 Action Item Action Item Use our SEO On-Page Optimization Checklist to get your webpages ready for search engine optimization, and ensure you didn’t miss any critical best practices. Use our SEO Blog Post Optimization Checklist to get your blog post ready for search engine optimization, and ensure you didn’t miss any critical components of your post according to your blog policy. Optimizations include: Optimizations include: V I E W R E S O U R C E V I E W R E S O U R C E Implement Strategy Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Measure Results 1 2 3 4 6

  27. . 27SEARCH ENGINE OPTIMIZATION (SEO) PLAN STEP 3 STEP 4 Responsive Vs. Dynamic Mobile Sites Speed of your site Short Meta Descriptions and Titles Disabling Popups First 2 sentences of description Exciting and compelling icon Target keyword in title Screenshots that tell a story Optimize Website for Mobile SEO Optimize Mobile Apps for SEO Action Item Action Item Use our SEO Mobile Optimization Checklist to ensure that you are optimizing your web pages based on mobile SEO best practices. Use our SEO App Store Optimization Checklist to ensure that you are optimizing your app listing based on best practices. Areas of optimization include: A few key success factors include: V I E W R E S O U R C E V I E W R E S O U R C E Introduction 5 Implement Strategy Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Measure Results 1 2 3 4 6

  28. . 28SEARCH ENGINE OPTIMIZATION (SEO) PLAN STEP 5 STEP 6 Introduction Upload Standards Optimize ‘Unlisted’ Videos Publish Videos Engage with commenters Optimize YouTube Videos for SEO Utilize Content, Social Media and Blogging Action Item Action Item Use our YouTube Posting Checklist to ensure you complete all of the tasks associated with posting your videos on YouTube. Leverage the Content Marketing Framework, Social Media Marketing Framework and Blogging for Business Framework to leverage other related and powerful best practices. A few key success factors include: V I E W R E S O U R C E V I E W R E S O U R C E V I E W R E S O U R C E Introduction 5 Implement Strategy Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Measure Results 1 2 3 4 6

  29. . Measure Results STAGE 6 Now that your SEO program has been launched, you need to take a moment to reflect on the program, measure success of the initiative and plan for the natural evolution and maintenance of SEO. In this Stage you will: STEP 1: Set Up Google Analytics STEP 2: Set Up Google Webmaster Tools STEP 3: Leverage a Metrics Dashboard SEARCH ENGINE OPTIMIZATION (SEO) PLAN

  30. . 30SEARCH ENGINE OPTIMIZATION (SEO) PLAN Introduction Measure Results 6 See where your traffic is coming from Understand how long people stay on your website Discover what pages are the most valuable Compare different seasonal traffic trends Submit your XML Sitemap directly Find out what pages have errors Understand where you can further optimize your site Give context for dynamic URLs Set Up Google Analytics Set Up Google Webmaster Tools STEP 1 STEP 2 Action Item Action Item Use Google Analytics to collect key metrics, including how long a visitor stays on your landing page and what actions they take. Use Google Webmaster Tools to communicate about your website directly to Google, including submitting your sitemap and understanding how your rankings appear. Google Analytics can help you: Google Webmaster Tools can help you: V I E W W E B S I T E V I E W W E B S I T E Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy 1 2 3 4 5

  31. . 31SEARCH ENGINE OPTIMIZATION (SEO) PLAN Traffic Sources Top Pages & Total Page Views Unique Visitors Pages/Visit Leverage a Metrics Dashboard STEP 3 Action Item Use our Website Program Metrics Dashboard to collect key metrics and show visually with charts how the SEO program is doing. Following are some key metrics you want to analyze: V I E W R E S O U R C E Introduction Measure Results 6Understand SEO Evaluate Readiness Research Keywords Plan Using Pay-Per-Click Implement Strategy 1 2 3 4 5

  32. . Conclusion At the end of any project, it’s always a good idea to review it and identify areas for improvement. Demand Metric has the tools and expertise to help you build an effective SEO program: Creating or auditing your existing SEO Strategy Assisting with using any of the tools referenced in this playbook Providing hands-on marketing assistance to accelerate achieving your marketing department’s goals. To learn more, simply contact Demand Metric: info@demandmetric.com SEARCH ENGINE OPTIMIZATION (SEO) PLAN

  33. . About This Playbook SEARCH ENGINE OPTIMIZATION (SEO) PLAN Demand Metric is a marketing research and advisory firm serving a membership community of over 106,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com

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