Search Engine Optimisation (SEO) Roles, Plans and Processes
View more information about how Goji Web provides SEO in Sydney, Australia.
As a provider of SEO services to larger organisations across Sydney and greater Australia, we thought it best to outline our strategy, processes and project management around how we conduct SEO with our clients. We take the integrated approach to SEO consultations, working with our clients to ensure greater understanding, awareness and education for all involved.
Stages of SEO Planning and Processes
We try and stick to a maximum of 3 websites per consultant at any given time, in order to keep the big picture in sight for each brand and our efforts focused.
SEO is, in the beginning, a highly involved process between the SEO analyst and the website itself.
It can take a good day or two to go through each website with a fine tooth comb and get to know it inside and out, which also helps us understand what the marketing/brand team knows or has been taught about SEO/Digital Marketing previously. It is then a significant task to work through the technical elements as well as working with other team members to initiate content creation. This is best followed up by a number of meetings to effectively “coach” marketing teams to get a content plan into action. The last phase is off site SEO, or partnership/link building.
This roughly translates to the following three phases that will commence chronologically – but eventually overlap and intertwine:
- Overall SEO Audit (Emphasis on Technical SEO)
- Content Workshops and Implementation
- Offsite Workshops and Networking Plan
Getting through each of the SEO stages can vary, depending on many factors, including:
- The complexity of the website
- Approvals in getting access to the websites and making technical changes
- The ability/desire of the team to get involved with SEO improvements
We keep our clients posted using progress reports that we share weekly. We can tailor our progress reports to meet your needs, including using tools such as Google Drive or Jira to keep you up to date.
To summarise, here are some bullet points that describe how we see this process best to work so that we can make the most of our time with your company.
1. Hold initial meeting to:
- Establish roles, approval processes
- “Break the ice” – introduce ourselves as the new SEO resource and that we are here to assist whenever possible
- Ensure buy-in for SEO and Content Strategy, explain why we need this
- Get brand’s digital background, historical activity, wins and losses
- Understand goals of brand team’s overall marketing strategy
- Understanding of brand teams digital expertise
- Warm team members up to the idea of content and SEO as a necessary, long term strategy for the brand
2. Initial Analysis
- Taking a look into website’s Google Analytics account to see current traffic numbers, keywords that it is ranking for, and get an idea of traffic behaviour
- Take a look into Google Webmaster Tools to understand how Google crawls the website
- Monitor website’s PageRank, input traffic numbers and PageRank into initial SEO Audit
- Produce thorough SEO Audit based on website front end, content, meta data, back end, source code, Google Tools, Site Speed checks, and other SEO tech tools
3. Present SEO Audit to Team
- Use this session as a chance to begin educating the team as to what SEO is, and how it can be improved on their brand’s website
- Show what can be done by SEO resource
- Show what can be done by team in content planning sessions
- Discuss resourcing around content changes/additions
- Arrange Content Brainstorming session
4. Content BrainStorm
- Reiterate the purpose of having a good, long term content strategy
- Discuss current website content emphasis
- Discuss content opportunities without constraints – get the creative ideas flowing as to how we can engage more with our audience
- Discuss the ideal content distribution strategy, for instance – blogs or testimonials on website – then publicise through Social Media and Press Release/PR channels
- Examine Adwords and Analytics keyword lists to look for content opportunities
- Group target keywords into content clusters – that can begin to form articles, testimonials or forum pieces
- Discuss content resourcing – ie – who will create/come up with the content?
- Discuss process for publishing content, from conception to SEO approval to legal and Regs, to going live
- Come up with 10-50 topics or headlines
- Establish a timeframe for 1st content piece and follow up discussion in one week.
- Establish realistic goals for new content publishing (eg, 1-2 articles per week)
5. SEO to Embark on SEO Tech Improvements
- To work with Digital Resource on onsite, technical improvements via site CMS – as well as brand team where necessary.
6. Content Champion/Copywriter to Embark on First (or more) Content Pieces
7. Second Content Meeting
- Content Champion to present 1st content piece to SEO
- SEO to advise on technical and copy-based optimisations of content piece
- SEO to provide guidance that can be taken away by content champion for future content
8. Publishing of First Content Piece on Website
- SEO to show Digital Specialist and Brand Team best practice in article publishing – including URL, meta data, H1 and H2 best practices
- SEO to show how to request a new crawl from Google Webmaster Tools
- All parties to discuss other avenues for publication/promotion of new content
9. One Week Later – Initial Analysis of Content Piece, using Google Analytics
- Look at top referring websites
- Look at traffic numbers
- Look at other measures of engagement (for instance, website comments or Social Media likes, retweets etc.
10. Ongoing Content Development
- Brand Team to continue work on content
- Repeat process based on agreed content publishing calendar
11. LinkBuilding Work Shop
- All parties in a room to discuss strategic networking opportunities, including with retailers, bloggers, other networks online that bring in significant traffic and are relevant to the industry
- Discuss ways to approach, build opportunities
- Establish roles and responsibilities
12. Review of Processes, including:
- Technical Factors
- Onsite/Content Progress
- LinkBuilding Plan
13. Establish Ongoing Analysis of SEO Results via Google Analytics
- To be done either by one of our consultants or Digital Marketing Specialist
- Our consultant to ensure this is understood by various stakeholders
14. Plan and alter strategy as necessary, liaise with Senior Management to discuss progress