Preliminary Setup
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Preliminary Setup: Website Review – Check website for issues that would affect SEO performance Industry Research – Find the business’ clientele, services, and user interests. Keyword Research – Find the most searched keywords in the industry and keywords for topics that relate to the industry. Create a keyword campaign: Long Term Keyword Campaigns Short Term keyword campaigns We will choose min 3 (no more than 6) of these Short term keywords are for campaigns that will keywords and use them multiple times throughout only last for a while. These are still keywords we each article. These should be terms that will be want to rank in, but we may not need to worry relevant throughout the course of our marketing about this strategy all year. campaigns. Example: For a limo company we would Example: For a limo company we may want to do consistently want to rank in the following campaigns for specific holidays. We could use keywords: keywords like the following example: Limo Service Valentine’s Day Limo Limousine Service Party Bus For Ultra Music Festival Car Service Mother’s Day Limo Airport Shuttle Etc Party Bus Rental Etc These keywords will only need campaigns for a These are keywords that will always be relevant couple months, but will still help us in overall rank. and will always be competitive. We need to make We should try to use 2-3 short term keyword sure that we use a mix of these keywords in every campaigns per month. That way we spread out our article. Search Engine reach. Create a content strategy for continuous, useful content. We need to make sure that the content we are providing is USEFUL to our clients. The objective is to create a variety of topics that still relate to the main product. The Skyscraper method that you have been using is good, but it may not always provide us with information we need. Furthermore, if the campaign we are doing is unique (for example like flowertoy) we may not easily find good information out there to replace. Let’s not box ourselves in by only looking at content already available and previously written. Again, it is IMPORTANT to remember that not every blog post or article has to be ABOUT THE SERVICE. We want to ENGAGE people. For that we need to find what’s interesting and useful to THEM. If we are to use a limo company again for our example. We could create a content creation strategy similar to the following: Monday Tuesday Wednesday Thursday Friday Saturday Sunday Events of Skyscraper Luxury Car Skyscraper In The Skyscraper Reshare on the week: Method news: Method News: Method social Article: Article: Article: media: We could We want to We can write a blog We would engage with We would briefly talk We would We will post talking find an users who find an about find an reshare our about 10 article on would hire article on articles article on past week’s upcoming the web A1A Limo. the web people may the web articles on events this (relevant to Luxury car (relevant to have missed (relevant to their social week that our users) news would our users) during the our users) media to would be and update be relevant and update week (from and update increase relevant to / re-write to many of / re-write news / re-write awareness take a limo, the their the stations) as the and party bus, or information. readers. information. well as information. presence. town car to. create a youtube video. Once we come up with a content schedule we should check analytics to see how engaging our articles are. If we find after a few weeks that certain topics are less engaging than others, we can replace that specific topic. Having a content creation schedule will make post creation easier / faster and will constantly give us new / relevant topics to talk about. Analyze and create a social media posting schedule Not every business will have the same clientele. We need to target our social sharing of blogs to post at the most effective times. There are general times we can use such as lunch (1pm – 3pm) or after work around (6pm-8pm) that are effective overall, however, we may find more effective times. Most of this information should not take long to find. Part of social media optimization involves finding the groups that are relevant to our client. We should find other groups that we can share our clients’ blogs to. For example if we are managing a Limo company’s social media, we may want to look for groups of professionals and suggest our service to them. Also, we could find groups of luxury car owners and share our awesome content with them once we write it. Obviously we would not want to share from the corporate account, so maybe we create a fake user that we can join these groups as. Backlink Research We should be aware of what backlinks our client has. These backlinks can actually HURT in some cases (if they are sites with poor reputation). We need to analyze them and also come up with a strategy for creating more backlinks. Execution & Consistency Now that we have the setup for our marketing plan, we need to make sure we are never behind. Posting Topics and Scheduling As you mentioned and have been doing, we need to provide our content writers with good, relevant content topics. You already have your content strategy so the rest should be easy. We need to be 2 weeks ahead with post topics. This should not take very long. It should hypothetically take 3-4 hours to come up with 2 weeks of topics. This way we have the next 2 weeks to focus on other aspects of our marketing. The procedure will be as follows: Create a document containing the Article topics for each day of the next two weeks. Each Article should have the following information: Post Date Title of post & Subheading Focus Keywords (minimum 3 from our main list) Short term keywords (2-3 if we have them) Resources for article (where to find the information we are posting about) Once you have completed the list, send it to me for approval. Methods of content creation and keyword usage Once we send the article to our content writers, we need to make sure they are aware of how to include the keywords to be most effective. We should come up with a VERY basic strategy to ensure we cover as many variations of the keywords as possible. Let’s use the limo company for our example: If we have the keyword: Party Bus We want to vary that keyword in our article as many ways as possible. We could use: Party Bus Near Me Best party bus rental Party bus service Top rated party bus etc… This DOES NOT need to be complex. We can capitalize on voice search text “near me” for easily ranked results. Just simply find ways to reword sentences to include these phrases. They not only strengthen our main keyword, but also let us rank higher for people who search specifically for that phrase. Suggestion: To capitalize on voice search, we can always say something along the lines of: “Need to find a party bus service this weekend? Try asking Siri ‘Party Bus Services near me’ for a quick answer!” Let’s Get Ahead Of The Game – Once we send the topics to our content writers, I would like to try to have 2 weeks of content written within the first week. That way we always have a 1 week buffer in case anything happens. Every post should be sent to me for approval Internal / External Links When we write our blog posts, we need calls-to-action to maintain interest. We should be LINKING to other articles on our blog, or pages on our site. Internal links look like this: That screenshot is from Wikipedia, they can get away with 50+ links, we cannot. We should be using 5- 10 in a 1000-1500 word article. This way we entice users to read further into our blog / website. One MAJOR internal link we should always use, is the BOOKING PAGE. We definitely want to drive traffic there. External Links – we should link out of our site 1-2 times per article to RELEVANT information. (unless it’s an events calendar, then we can link out more) for example: if we are using another article to write our luxury car article, we should have a link at the bottom of the page that says something along the lines of: Source: luxurycars.com Something small and not too prominent. Social presence and engagement We should find ways to engage with our users. We should be offering things along the lines of “Share for discount” or “share for entry to this raffle”. Any way we can create post engagement, the more people will see our posts. We need to explore methods to make people interested in posting, liking, and sharing. We also need to make sure we are sharing posts from other groups as well to maintain our social media presence without having to create new content. BackLink Creation – VERY IMPORTANT We NEED to start creating backlinks. Luckily this ties-in to creating great content. If we are creating great content based on our marketing strategy, we should be able to reach out to other people with our post and ask them to share it. This article gives some fantastic methods for getting backlinks: http://backlinko.com/17-untapped- backlink-sources Furthering that logic, we should be exploring our own methods of backlink creation.