SEO Strategy Masterclass

Beyond Roadmaps creating a true strategy and getting management buy-in

Transcript

1. @davetheseo https://davetheseo.com/daves-decks/ https://www.linkedin.com/in/davecousin/
2. SEO Strategy Masterclass @davetheseo https://davetheseo.com/daves- decks/ https://www.linkedin.com/in/dav ecousin/
3. What we are going to cover 1. What is a Strategy? 2. Initial Information Gathering 3. Strategy Considerations (SWOT) 4. Putting a Definitive Strategy Together 5. Making your Strategy Happen
4. What is a Strategy?
5. What’s a Strategy “A plan to gain or maintain a Competitive Advantage” Strategy ≠ Can Meet Objectives
6. What’s a Strategy “A plan to gain or maintain a Competitive Advantage” Strategy ≠ A Series of Tactics
7. What’s a Strategy “A plan to gain or maintain a Competitive Advantage” Strategy ≠ Plan shown in a Roadmap
8. What’s a Strategy “A plan to gain or maintain a Competitive Advantage” Strategy ≠ What competitive Advantage
9. What’s a Good Strategy? “The competitive advantage(s) adds value for (end) users who offer value to the business” We Now Accept Cheques
10. What’s a Good Strategy? “The competitive advantage(s) adds value for (end) users who offer value to the business” We Offer Cash On Delivery
11. We Offer Cash On Delivery What’s a Good Strategy? “The competitive advantage(s) adds value for (end) users who offer value to the business”
12. What’s a Good Strategy? “The competitive advantage(s) adds value for (end) users who offer value to the business” In reality, usually a mixture of factors combined into 1 Value Proposition e.g. Prices & Offers Shopping Experience Brand Value & Affinity Free Coffee Location
13. Sufficient value to: Keep them as customers & spend more often Turn them into customers What’s a Good Strategy? “The competitive advantage(s) adds value for (end) users who offer value to the business” Make them spend more Do something else of value
14. It will help you achieve your basic business objectives such as: Increase profit Increase sales What’s a Good Strategy? “The competitive advantage(s) adds value for (end) users who offer value to the business” Increase shareholder dividends Increase company/ share value Grow Market Share
15. “The competitive advantage(s) adds value for (end) users who offer value to the business” Is achievable: With available resource / effort Long Term - sustainable For min. /available) budget Within other constraints, e.g. legal, political, ethical, Within a short enough time What’s a Good Strategy?
16. The Difference between Business and Marketing Strategy Marketing Strategy Focus on Value Communication Business Strategy Focus on the Value Proposition
17. The Difference between Business and Marketing Strategy Marketing Strategy Making the offer seem better Business Strategy Creating a better offer
18. The Difference between Business and Marketing Strategy Marketing Strategy A Great Marketing strategy can make a success of an OK Business Strategy Business Strategy A Great Business Strategy needs an Ok Marketing Strategy
19. What’s an SEO Strategy? •Finding a Competitive Advantage Vs Search Competitors
20. Who are SEO (End) Users? Who are SEO
21. Who are SEO Users?
22. Who are SEO •Search engines want to show the best content •For each search, •Either blue links or in AIOs etc. Users?
23. Who are SEO •We need to give them a better value proposition for showing us in results over competitors Users?
24. Who are SEO Users? •If you sell something your end users are your buyers
25. Who are SEO Users? •Initial Value Proposition is how we will match their search intent (e.g. content, entertainment, selling) •In SERPs (boost CTR) •On Page (Boost Engagement)
26. Who are SEO Users? •We can then Communicate Value of what we want to sell
27. Who are SEO Users? •If you ‘sell’ your visitors your end users are advertisers or data collection
28. Who are SEO Users? •Value proposition is the website users & who they are
29. Who are SEO Users? •Engage the site users with a value proposition
30. SEO Strategy boils down to •Find competitive advantages to: 1. Make the value proposition of your pages better for Search Engines than your Competitors’
31. SEO Strategy boils down to •Find competitive advantages to: 2. Make the value proposition of clicking a link and engaging with your content better than your Competitors’
32. SEO Strategy boils down to •Find competitive advantages to: 3. Do a better job of communicating, to site visitors, your business’ value proposition to end users (buyers) than your competitors do
33. SEO Strategy boils down to •Find competitive advantages to: 3. - a) Do a better job of communicating, to site visitors, your business’ value proposition to end users (buyers) than your competitors do
34. SEO Strategy boils down to •Find competitive advantages to: 3. - b) Make your Value Proposition to Advertisers and others having the right type/quantity of visitors
35. Initial Information Gathering
36. Who are your Key Stakeholders? • Primary • CEO, MD • C-Suite, Directors, Dept Head(s) • CMO, Head of Marketing, Head of Digital etc. • People doing the work – SEOs, Copywriters, Content, Website Managers, (maybe Devs) • Who signs the cheques? • Gatekeepers (Client Contact?) • Primary • CEO, MD • C-Suite, Directors, Dept Head(s) • CMO, Head of Marketing, Head of Digital etc. • People doing the work – SEOs, Copywriters, Content, Website Managers, (maybe Devs) • Who signs the cheques? • Gatekeepers (Client Contact?)
37. Who are your key stakeholders? •Secondary: • Devs • UX • Legal / Compliance • Digital Marketers, inc. Paid, Social •Secondary: • Devs • UX • Legal / Compliance • Digital Marketers, inc. Paid, Social
38. You will need: • To know what you want • An (as) Real life (as possible) relationship • Ask (intelligent) questions • Discuss different answers • To know their drivers Possible Drivers: • Recognition • Pay Rise • Promotion • Efficiency • Knowledge • Experience • A Change • Changing Job • Less Work • An Easy Life Can you: • Make them look good? • Make your requests simple? • Make their lives easier? • Predict their objections? • Minimise risk & uncertainty? Building the Right Relationships?
39. You will need: •To know what you want •An (as) Real life (as possible) relationship •Ask (intelligent) questions •Discuss different opinions •To know their drivers Building the Right Relationships?
40. You will need: • To know what you want • An (as) Real life (as possible) relationship • Ask (intelligent) questions • Discuss different answers • To know their drivers Possible Drivers: •Recognition •Pay Rise •Promotion •Efficiency •Knowledge •Experience •A Change •Changing Job •Less Work •An Easy Life Building the Right Relationships?
41. You will need: • To know what you want • An (as) Real life (as possible) relationship • Ask (intelligent) questions • Discuss different answers • To know their drivers Building the Right Relationships? Can you: •Make them look good? •Make your requests simple? •Make their lives easier? •Predict their objections? •Minimise risk & uncertainty?
42. How is SEO seen in your company? •Is SEO siloed? Seen as stand alone? •Quick results expected? •Seen as too Long Term?
43. How is SEO seen in your company? •Where does Content sit? •How about UX? •Seen as an alternative to Paid?
44. How is SEO seen in your company? •Is it being measured on the right KPIs? •Which Attribution Model? •Is Brand Awareness & Engagement valued?
45. Understanding your Business’ Strategy(ies) and Objectives •Is there one definitive strategy? •Is it written down somewhere? •Do different stakeholders have different interpretation?
46. Understanding your Business’ Strategy(ies) and Objectives •Is there one definitive strategy? •Is it written down somewhere? •Do different stakeholders have different focus?
47. Understanding your Business’ Strategy(ies) and Objectives •Is there one definitive strategy? •Is it written down somewhere? •Do different stakeholders have different objectives?
48. Understanding your Business’ Strategy(ies) and Objectives ? ¿Growth vs profit? ¿Timelines? ¿Clear Marketing Strategy? ¿What is the Value Communication focused on? ¿Different Value Proposition for different users?
49. Who are your Company’s End Users? •Use Cohorts or Personas?
50. Who are your Company’s End Users? •What do they have?
51. Who are your Company’s End Users? •Current Buyers & Users?
52. Who are your Company’s End Users? •What Gaps?
53. Who are your Company’s End Users? •Different for Competitors?
54. Who are your Company’s End Users? •Identify by Search Behaviour?
55. Understanding your Brand & how it can help SEO •How’s your brand seen? •Associated value proposition?
56. Understanding your Brand & how it can help SEO •Why do customers buy and keep buying?
57. Understanding your Brand & how it can help SEO •Is the brand itself a sustainable competitive advantage?
58. The Marketing & Digital Marketing Strategy •One or multiple value communications?
59. The Marketing & Digital Marketing Strategy •What works for different end users?
60. The Marketing & Digital Marketing Strategy •What ATL activity is planned?
61. The Marketing & Digital Marketing Strategy •Is pricing or ‘value for money’ the main competitive advantage?
62. The Marketing & Digital Marketing Strategy •Does it vary by market?
63. The Marketing & Digital Marketing Strategy Is there an SEO shaped Hole? •Where can SEO help other activity?
64. Integrating Paid & Organic Search •Break down Silos •Shared KPIs •Information & Data sharing •Fair attribution model Total Search Convs. Total Search Assists Total Search First Click Convs./Assists Total Search Last Click Convs./Assists Total Search Any Click Convs./Assists
65. Integrating Paid & Organic SEO • Fair attribution model: First Click Last Click Time Decay Inverse Time Decay U Shaped Linear
66. Integrating Paid & Organic SEO •Divide & Conquer
67. Integrating Paid & Organic SEO •Which keywords can SEO actually cover?
68. Integrating Paid & Organic SEO •Short Term or Long Term?
69. Integrating Paid & Organic SEO •Which keywords have low CVR?
70. Integrating Paid & Organic SEO •Which keywords have high CVR but Low Search Volume?
71. Integrating Paid & Organic SEO •Which vital keywords need both?
72. Integrating SEO & Content (+UX) as ‘Organic’ •Content isn’t just for SEO but: •SEO can’t exist without content •‘Non-SEO’ Content a ‘waste’ opportunity
73. Integrating SEO & Content (+UX) as ‘Organic’ •Value Communication can work for other channels too
74. Integrating SEO & Content (+UX) as ‘Organic’ •Strategies combined •Targets/KPIs shared
75. Working with PR PR – Train PR teams •Value of Links •Which URLs to Mention •When to speak to SEO •Value of Hero Content
76. Using SEO to boost Brand Brand Recognition in SERPs •Clear in Page Title •Images & Logo •Push into AIOs • Check Knowledge Graph & Wikipedia page
77. Where are you? The Importance of Benchmarking •What competitive advantages have you got? •What competitive advantages have you lost?
78. Where are you? The Importance of Benchmarking • Is SEO fit for purpose? • Is the team fit for purpose? • Is the site fit for purpose (technically)? • Is the site fit for purpose (landing page availability)? • Is the site fit for purpose (content quality, topical relevance, E-E-A-T)? • Is the site fit for purpose (UX, Landing Page Experience User Journey)?
79. SEO & Content Auditing •Technical Audit •Keyword Opportunities •Content Audit •Competitor Audit
80. Strategy Considerations (SWOT)
81. What Timelines do you have? New Site Launch 1st Batch Content Live Product Pages Optimised 2nd Batch Content Live Conversions +50% New Site investment Organic Team Hired Link Agency Paid Money Runs Out
82. What Timelines do you have? New Site Launch 1st Batch Content Live Product Pages Optimised 2nd Batch Content Live Conversions +50% KPIs Agreed Investment Made Dev Work Stalls Technical Fixes Patience Runs Out
83. What Timelines do you Have? Home PLP1 PLP2 PLP3 About •Seen as a long term investment?
84. What Timelines do you Have? Home PLP1 PLP2 PLP3 About •How quickly are results expected?
85. What Timelines do you Have? Home PLP1 PLP2 PLP3 About •Are results obtainable?
86. What Timelines do you Have? Home PLP1 PLP2 PLP3 About •Do you have options? •Short vs long term vs balance?
87. What Timelines do you Have? Home PLP1 PLP2 PLP3 About •Allow for delay to impact
88. What Timelines do you Have? Home PLP1 PLP2 PLP3 About •Consider ‘visible’ impact on site e.g.
89. What Timelines do you Have? Home PLP1 SPLP SPLP PLP2 SPLP SPLP PLP3 SPLP SPLP PLP4 SPLP SPLP PLP5 SPLP SPLP About •Consider ‘visible’ impact on site e.g. •More categories •Improve experience for all channels
90. What’s planned for Above the Line •What will the impact be? •Will brand search increase? •Is the value
91. What’s planned for Above the Line •Is the value communicated by the ads alone? • e.g. Creates interest to find out more • Will some people get it and others not? • Is the ad just bad? Can SEO rescue things?
92. What’s planned for Above the Line •Is the value communicated by the ads alone? • e.g. Creates interest to find out more • Will some people get it and others not? • Is the ad just bad? Can SEO rescue things?
93. Dev, Content, SEO, PR Agency Site Tools, Add-Ons, Enhancements Backlinks Content & SEO Tools Dev Time Start To Finish Content / Copy Writers SEO Team / Your Time What resources do you have? Time=Money •How to Secure More Resources: Build a business case Prioritize effectively Understand stakeholder needs
94. How do your Users use Search? •Do they use search? •Will they use AIOs? Featured Snippets? •Are they time poor? Risk Averse? •Consider by Cohort, Demographic Older, Personal Use, Younger, Desktop Users, Mobile Users, Low Internet Penetration Market For Work, High Internet Penetration Market Confidence Using Search Features & Complex Queries High High Low Low Time Available to Find a Solution & Search • Do they use search? • Will they use AIOs? Featured Snippets? • Are they time poor? Risk Averse?
95. How do your Users use Search? Main Intent Category Secondary Intent Category Page Types Common Actions Features to boost Engagement Keyword Examples Transactional Range Info / Product Selection Product Category Page Browse •Specific categories for each search term with sufficient volume Which [product/service type] Compare •Relevant Imagery [Products/Services] for Select •Filters / Facets Best [product/service] for [customer type] Business Type Home Page / Service Page Find Local Expert • Organisation Schema and Reviews [Business type] Services Read Business Reviews • Clear contact Information [Product/Service Type] Providers Get in Touch / Sales Call • Chat function or appointment booker [Business Type] Near Me Product Info / Features Product Detail Page Compare to requirement •Benefits bullet point Can I use [product/service] for [task] Read Reviews •Returns policy [Product/service] reviews Check Features •Reviews Does [product/service] have [feature] Price / Value / Promotions Product Detail Page Check Affordability •Pricing [Product/service type] offers / Offers Category Value for Money •Special Offers / Codes [store] voucher codes Price Compaison •Money Back / Price Match Cheapest store for [product/service] Immediate Purchase Product Detail Page Add to Cart •Click to Buy / Call to Action Buy [product/service] Buy •Stock / availability information [Product/service] next day delivery Book Sales Call •Delivery information / time [Service] sign up Informational Specific Question Article / Article Section Improve Knowledge •Question in heading How old is [actor]? Definitive Answer •Concise (Voice friendly) Answer Is a US or imperial gallon bigger? Choose Action •Jump to Coding Which year was the Suez crisis? Topic Research Article Section / Article / 101 style guide Improve Knowledge • FAQ sections Fall 2024 trends Become Expert • Long Form Content Beginners guide to decolage Follow Trends • Read More /Related Posts Italian rennaisance Problem Solving Article / How To Post Find Solution •Images or Videos per step How to get to Statue of Liberty? Plan Task •List of steps How to make a baked alaska? Consider Options •Time estimate / materials needed Why is my internet so slow? Navigational Homepage / About Us etc. Find Site •Unique Selling Points Amazon UK Find Specific Page •Social responsibility credentials Bank of America contact details Continue Journey •Lifestyle / brand imagery eBay watchlist Entertainment Content Category / Watch •Reflect brand / lifestyle Where can I watch Dune II Entertain Internet Marketing podcast Videos / Interactive Listen •Shareability Cute cat photos
96. How do your Users use Search? Main Intent Category Secondary Intent Category Page Types Transactional Range Info / Product Selection Product Category Page Business Type Home Page / Service Page Product Info / Features Product Detail Page Price / Value / Promotions Product Detail Page / Offers Category Immediate Purchase Product Detail Page
97. How do your Users use Search? Main Intent Category Secondary Intent Category Page Types Informational Specific Question Article / Article Section Topic Research Article Section / Article / 101 style guide Problem Solving Article / How To Post Navigational Homepage / About Us etc. Entertainment Content Category / Videos / Interactive
98. Who are Competitors? Direct Indirect /Search Other Similar products and services within your category Other websites competing for the same terms Brands with similar positioning in other verticals Brands in other countries Furniture
99. Who are Competitors? Direct Similar products and services within your category Furniture
100. Who are Competitors? Indirect /Search Other websites competing for the same terms Furniture
101. Who are Competitors? Other Brands with similar positioning in other verticals Brands in other countries Furniture
102. What are Competitors doing Badly? Poor Backlink Profile Thin Link Profile Unnatural Topically Unfocused Quantity over Quantity No Link Profile Missed Opportunities Focused on only High Search Volume Use of Experts Current / Recent Trends Upper Funnel Mid Funnel Post Purchase (Loyalty Driving) Poor Content / Landing Pages Topically Unfocused Content doesn’t match Intent (partial or fully) Out of date content Focus on 1 page type Poor Onward User Journey / Navigation ^ Clearly
103. What are Competitors doing Badly? Missed Opportunities Focused on only High Search Volume Use of Experts Current / Recent Trends Upper Funnel Mid Funnel Post Purchase (Loyalty Driving) Poor Land Topica Conten Intent ( Out of Focus Poor Onw N ^ Clearly
104. What are Competitors doing Badly? Poor Content / Landing Pages Topically Unfocused Content doesn’t match Intent (partial or fully) Out of date content Focus on 1 page type Poor Onward User Journey / Navigation ^ Clearly
105. What are Competitors doing Badly? Poor Backlink Profile Thin Link Profile Unnatural Topically Unfocused Quantity over Quality No Link Profile ent / ages used match r fully) ntent e type Journey / n ^ Clearly
106. Page Optimisation Good length of Content Match Intent Mix of Trend & Evergreen Linkworthy Hero Content & Supporting Content Onward User Journey / Navigation Multimedia, FAQs, How Tos, Demos, AIOs, Featured Snippets What are Competitors (etc.) doing Well? Other Channels Good use of PR / Digital PR Social supporting & Surfacing Content Organic & Paid working in Harmony ATL, Social etc. that directly drives Brand Search Site Design Accessible Site Professional Looking Easy to use navigation (Humans & Bots) Crawlable, Indexable Pages Fast, Responsive Market/ Language Specific Sites (inc. HREFLANG) ^ Clearly
107. What are Competitors (etc.) doing Well? Site Design Accessible Site Professional Looking Easy to use navigation (Humans & Bots) Crawlable, Indexable Pages Fast, Responsive Market/ Language Specific Sites (inc. HREFLANG) Page Good Mix of Linkwo Sup Onw Multime AIOs, ^ Clearly
108. What are Competitors (etc.) doing Well? Page Optimisation Good length of Content Match Intent Mix of Trend & Evergreen Linkworthy Hero & Supporting Content Onward User Journey / Navigation Multimedia, FAQs, How Tos, Demos, AIOs, Featured Snippets ^ Clearly
109. sation ontent nt ergreen ontent & ntent urney / n How Tos, nippets What are Competitors (etc.) doing Well? Other Channels Good use of PR / Digital PR Social supporting & Surfacing Content Organic & Paid working in Harmony ATL, Social etc. that directly drives Brand Search ^ Clearly
110. Why Copying Tactics Doesn’t Work 0 10 20 30 40 50 60 70 80 90 100 • They have a head start • May have higher budget • Users won’t shift the same • Need a significant competitive advantage
111. Why Copying Tactics Doesn’t Work • They have a head start • May have higher budget • Users won’t shift for same • Need a significant competitive advantage 0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100
112. Why Copying Tactics Doesn’t Work 0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100 • They have a head start • May have higher budget • Users won’t shift for same • Need a significant competitive advantage
113. Why Copying Tactics Doesn’t Work 0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100 • They have a head start • May have higher budget • Users won’t shift for same • Need a significant competitive advantage
114. Why Copying Tactics Doesn’t Work 0 10 20 30 40 50 60 70 80 90 100 0 10 20 30 40 50 60 70 80 90 100 • They have a head start • May have higher budget • Users won’t shift for same • Need a significant competitive advantage
115. When Copying Tactics can work If different competitors do different things well: •Do all of them well,
116. When Copying Tactics can work If different competitors do different things well: Or
117. When Copying Tactics can work If different competitors do different things well: •Compete on topic or keyword level and have a Competitive Advantage for each
118. When Copying Tactics can work If different competitors do different things well: Or
119. When Copying Tactics can work If different competitors do different things well: •Copy successful tactics from other, comparable, verticals
120. Understanding ‘The Funnel’ 0 Not actively buying but may become aware of brands and products in the market or a need requiring a solution 1 A customer becomes aware of a need (or desire) for a product / service. Triggers can come from TV ad, word of mouth, news article, urgent issues etc. 2 Customers may have an initial set of brands or products/services they are aware of. 3 As they research, consumers may consider brands outside of their initial set. Brands can ‘enter’ the process and/or put themselves ahead of rivals. 4 Ultimately, the consumer selects a single choice at the moment of decision 5 The purchase is made and the experience impacts the consumer’s view of the brand. 6 A consumer’s experience is made up of the product or service itself as well as customer service and support. 7 The consumer has a further trigger to buy again, such as a product running out, subscription ending or a product or service being not fit for purpose. 8 The loyalty loop, or disloyalty loop, could see the consumer going straight to repurchase, or to start with a new consideration set and / or active evaluation depending on experience. 0. Unconscious Evaluation 2. Initial Consideration Set 3. Active Evaluation 4. Moment of Decision 5. Purchase 6. Post Purchase Experience 7. Repurchase-Trigger 1. Initial Trigger 8. Loyalty Loop
121. What can you Actually Rank for? What Domain Authority do you have? Topical Authority & Relevance ? Are there Niches? Low Competition KWs? Are you the Right Site to Match Intent & Journey
122. Who can you Add Value for? Research UK Unclear Buying UK In Market Topic Research UK No Budget Unclear UK Unclear Research UK Business Owner Buying USA In Market Transactional UK ‘Cheap’ search term Existing Customer UK Support
123. Who adds value for you? Research UK Unclear Buying UK In Market Topic Research UK No Budget Unclear UK Unclear Research UK Business Owner Buying USA In Market Transactional UK ‘Cheap’ search term Existing Customer UK Support
124. Putting a definitive strategy together
125. Choosing Objectives & Focus •Based on your Information Gathering: In Initial Consideration Set? Build awareness of Offering Brand Awareness? Ready to Buy Traffic? Value Communication Post-Purchase Loyalty
126. Presenting your Strategy •Focus on Outcomes for business •Include SWOT or similar
127. Presenting your Strategy •Give sense of Urgency •Timelines
128. Presenting your Strategy •Use Case Studies from other industries •Build Business Cases if needed (or be ready to)
129. Presenting your Strategy •How you will measure success, •When and what will you present back
130. Keeping Flexibility “No battle was ever won according to plan, but no battle was ever won without one” ― Dwight D. Eisenhower
131. Keeping Flexibility •Focus on outcomes more than tactics (with some stakeholders)
132. Keeping Flexibility •Be able to react to Search engines •Plan B if Google Roll Out X
133. Keeping Flexibility •Be able to react to Competitors •Plan C if Competitor launches new site
134. Managing Expectations •Targets depend on requested Budget & Resources
135. Managing Expectations •Targets depend on Dev time & Evaluation
136. Managing Expectations •Progress is Relative to Competitors – who may increase efforts
137. Managing Expectations •What are likely/possible changes in Search Landscape?
138. Making your Strategy Happen
139. Translating Strategy into Tactics •What does your ‘Target’ Website/SEO look like? •What is essential to achieve this? •Where are there different ways to achieve this?
140. Translating Strategy into Tactics What is the most efficient way to reach your target? What is the lowest risk way to reach your target?
141. Prioritising Tactics •Which resources are finite, •Impact vs effort vs urgency •What is needed to build foundation •What can start straight away •What looks good and is visible •Prerequisites / Dependencies
142. Prioritising Tactics • Which resources are finite, • Impact vs effort vs urgency • What is needed to build foundation • What can start straight away • What looks good and is visible • Prerequisites / Dependencies
143. Prioritising Tactics • Which resources are finite, • Impact vs effort vs urgency • What is needed to build foundation • What can start straight away • What looks good and is visible • Prerequisites / Dependencies
144. The Purpose of a Roadmap
145. The Purpose of a Roadmap •Arrange in an Efficient Way •e.g. have Dev work ongoing while you start planning content
146. The Purpose of a Roadmap •Adjust and stay Flexible
147. The Purpose of a Roadmap •One place for all to see ‘the plan’ •
148. The Purpose of a Roadmap •Can show Complexity and Scope of SEO & Content •
149. Keeping your Strategy & Roadmap on track •Turn into an Interactive Project Plan •Move don’t Remove •Give Personal Responsibility
150. Keeping your Strategy & Roadmap on track • Get individuals etc. to Confirm Acceptance •Include Downtime and Delays •Consider Best & Worst Case Scenarios
151. Keeping your Strategy & Roadmap on track • Get individuals etc. to Confirm Acceptance •Include Downtime and Delays •Consider Best & Worst Case Scenarios
152. Building a Feedback Loop •Include Engagement Metrics •Rank track groups of keywords – including: • by intent, • by topic, • by cohort •Eliminate what isn’t Working •Are Competitors copying you?
153. Measuring Success •Accurate Data Tracking in place?
154. Measuring Success •Right Attribution Model?
155. Measuring Success •Relative to: •The Industry •Seasonality, •Upward and Downward Trends •Other Channels
156. Measuring Success •Talk to Real Clients (especially B2B & Big Contracts)
157. Measuring Success •Brand/ offering Awareness – brand searches, Footfall, Direct Traffic
158. Thank You @davetheseo https://davetheseo.com /daves-decks/ https://www.linkedin.com /in/davecousin/