Professional SEO campaign management can be characterized first with a custom built SEO campaign plan, one that addresses the individual needs of the individual client. Not all needs are the same, while everyone wants to “rank #1”, the details behind this request are quite important. Is the client looking to improve visibility for terms they feel are important to their brand image? Are they focused on ranking above key competitors? Or are they looking to rank for the terms that represent their most profitable products and services?
A well-done SEO campaign plan should take into account a variety of influencing factors. SEO research should assess the current state of the website, link-profile, standing business relationships, current and past advertising, ROI details, current marketing initiatives, and specific business objectives. The SEO campaign plan should outline a clear path to follow, utilizing the strengths of the business in order to achieve identified business goals.
2) Hands-On Link Acquisition Outreach
Link building is an off-page SEO tactic critical to SEO campaign management, and the quantity, quality, and type of links matter. Lower quality links can typically be “built” systematically by submitting links off a pre-existing list. This type of link building can be beneficial if done correctly, however each link is only as valuable as it is hard to get, and these kind of links can quickly fill a website’s link profile indicating over-optimization to Google (penguin). Over-using this method can create massive headaches that should be avoided for efficient SEO campaign management.
The highest value links a website can attain do not come from submitting links off any list, they come from online news outlets, influential bloggers, industry websites, or human edited web directories like DMOZ. In regards to link building, these links are acquired through careful research, content development, and relationship building.
These kinds of links can be acquired by; connecting with a thought leader in your industry to submit a guest post on a relevant topic, requesting a link on a university web page that lists out providers in your industry to students, or it could be connecting with industry organizations and professional review sites like BBB. High value links take time and effort, and are usually difficult to acquire. Ideally you are focused on creating content that solves your visitors’ problems, and promoting that content in ways that makes sense like through social-media. If your content is done well it will attract the very links that are typically very hard to get.
3) Website Analytics Analysis & SEO Strategy
Regular website data analysis is crucial to SEO Campaign management. The information that is accessed through website analytics programs can yield the critical insights necessary to guide ongoing SEO efforts. Besides having analytics set up, it is important you have a qualified analytics professional to conduct analysis. Analytics provides access to tons of data and if you don’t know what your looking for you can spend hours wasting your time.
A qualified analytics professional will be able to identify more than overall traffic trends and new visitor stats. Analytics analysis yields the most insight when data is filtered and manipulated in creative ways. For example, examining the bounce rate of organic visitors who arrived at a website for the first time, following having performed a Google search for the keyword “X”. And then of those visitors, who went past the first page and converted to an actual customer lead. Understanding the data from this example could change prioritization for the target keyword, and could directly impact ongoing SEO strategy. This is just an example, and actually not an overly complex one, but it does show some of the intricacies of analytics, and the depth that can be taken to identify actionable insight.
Written by Chris Rodgers
Chris Rodgers is a senior SEO analyst for Evolving Interactive, and president of Colorado SEO Pros. I write to inform business professionals interested in learning about SEO and Internet marketing. Connect with Chris on Google+ Twitter LinkedIn.
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