While all SEO projects are unique due to different keyword priorities, hosting structure, business goals, content platforms etc., the SEO process is basically the same in each case.
I follow a six step process from start to finish. Not each step is the same in terms of time and effort — some may require more keyword strategy development time and less website code error correction time and analysis — but each step is covered in some form or fashion during the SEO project lifespan.
Phase 1: Understanding Business Goals
SEO should not be thought of as a separate marketing tactic or discipline like advertising or email marketing. SEO touches every part of your business strategy with regards to information on the web. So the first step in setting an SEO strategy is understanding what your business goals are – in terms of priorities. And how you measure those goals — dollars, signups, likes, etc. Once I have a good understanding of the goals, I move to the next phase, the website/content ecosystem audit
Phase 2: Website Audit and Content Ecosystem Structure
In this phase, I use a checklist to systematically comb through key influencing components of your website, including configuration, navigation structure, keyword and keyword phrase usage, backlink structure (inbound and outbound, as well as internal), broken links, image alt tags, 4xx and 5xx errors, etc. Additionally, I examine your Content Ecosystem Structure, which is the holistic picture of your content environment. This video, audio, email marketing, AdWords, Social Media, etc. Also, where a local focus is necessary, I will look at influencing factors such as citations, including your Google My Business profile.
Phase 3: Technical SEO
Next, using a range of professional-grade analysis tools, I will dig under the hood of your website structure to identify fixes and opportunities. This includes, but is not limited to, things like page title, meta description, Schema markup, toxic links, meta descriptions, H1 and H2 heading optimization, content analysis and recommendations, to name a few. A full list of items to be included in the Technical SEO Implementation Phase will be provided and discussed before moving forwar
Phase 4: Social Media Integration
This phase identifies the steps for efficient and effective integration of Social Media channels (Facebook, Instagram, YouTube, IGTV, LinkedIn). Recommendations are made for best practices in social post creation and sharing, as well as the need for an editorial planner and calendar for long-term integration and success.
Phase 5: Link Building
Link building is an integral part of a Digital PR effort. Digital PR is the process of creating and sustaining an influential presence on the digital web. Identifying and building a strong linking profile, including backlinks, incoming links, and internal links. PR and Media Relations outreach tactics will be discussed and opportunities identified
Phase 6: Measuring Results
Using interactive measuring tools and processes, KPI (Key Performance Indicator) goals set in Phase 1 will be tracked and measured. These goals include, but are not limited to, improvement in website ranking for core keywords over time, increase in website traffic (as measured by Google Analytics), upward trend in core metrics like longer Sessions (time on page) and lower Bounce Rates for unengaged visitors. Google Tag Manager will be discussed and considered for integration and measurement of web page activity, as well as integration of third party Pixels such as the Facebook pixel and LinkedIn Insights pixel.