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Comprehensive SEO Procedure
Anyone put together a good step-by-step procedure for SEO campaign?
erthworm




msg:233282
 5:09 am on Jan 23, 2003 (gmt 0)

I've been thinking about building a solid list of steps for the SEO campaigns I do, but haven't gotten around to it yet. I tend to be a little haphazard in going about it, and I'd like to get more organized.

Anyone have one that they're willing to share? I'll certainly share mine when I get around to making it. Ideally, it will include keyterm research, optimization, submission, link-building, pay for inclusion, and ongoing maintenance/tracking components.

 

buckworks




msg:233283
 6:07 am on Jan 23, 2003 (gmt 0)

I'd include a PPC campaign in there too. It's not exactly SEO, but it's a way to get more mileage out of the same keyword research.

fathom




msg:233284
 6:23 am on Jan 23, 2003 (gmt 0)

The most important aspect of any strategy is planning.

Deliverable #1

Preplan (Approximately 7-Days)
An exhaustive search of information to quantify enhancements to the clients web site(s).

There are six purposes of this information:

>> To develop knowledge and skill-sets within the clients areas of business
>> To appreciate the client's market diversity
>> To appreciate the client's current and potential market reach/penetration
>> To appreciate the client's industry competitiveness
>> To develop levels of performance milestones, and
>> To provide the client and consultant guidance for the term of the project

The following methodologies will be used to organized the Preplan

>> Markets (current and potential)
>> Competition (current and potential)
>> Enhancements (site architecture, link structure, and content organization)
>> Performances (visitation and sales)

Markets

>> Identify potential market reach
>> Current site(s) ranked positions
>> Regional diversity (US, UK, Europe, South Pacific)

>> Keyword/Keyphrase selection
>> Informative, generic & brand

>> Search Engine Usage
>> Directory Listings Potential
>> General & topical specific

>> Link Exchange Potential
>> Complementing sites

>> Paid-For-Inclusion Potential
>> Pay-Per-Click Potential

Competition

>> Identify local/regional & international competitors
>> Identify new market penetration (product/service saturation)
>> Keyword/Keyphrase - ease to reach 1st page ranked positions
>> Progressively considered

>> Alternative web site designs, product/service comparison
>> Competitive Price-points
>> Unique Selling Points
>> Link and/or affiliate potentials

Enhancements

Based on current site(s) attributes, markets, and competition:
>> Visual presentation of design
>> Accommodate new/existing visitors (usability)
>> Accommodate search engines - bots, spiders, & crawlers
>> Link structure - primary entrances, exits & traffic corridors
>> Accommodate link exchanges

Performances

Based on enhancements:
>> Develop visitation milestones
>> Timeline monthly projections
>> Known barriers

>> Develop sales milestones
>> Timeline monthly projections
>> Breakeven/ROI

Deliverable #2

Implementation

Implementation includes all physical work on the project through to uploading new designs to the web site(s) hosting service.

Prior to hosting service upload, all designs will be accessible from the consultant server, tested and proven in browser versions (Internet Explorer, Netscape, Mozilla, AOL, and Opera).

Implementation will commence upon agreement to the design. Normally the initial implementation processing is completed within two weeks, however, this dependent on the complexity and the findings of the preplan.

Deliverable #3

Monitoring, Analysis, Reporting and Adjustment

Ongoing monitoring and analysis is normally followed up with monthly reports and periodic web site adjustments.

Daily Adjustments

Every attempt will be made to capitalized on Google's "Refresh Bot" particularly with product/service related web pages, and/or time sensitive information.

Monthly Adjustments

During the first few days of each month and after the Google update the vast majority of web site changes will occur.


Deliverable #4

Listings and Link Exchanges
Ongoing development of directory listing such as DMOZ.org and other such complementing listings such as: Seekon, Jayde, etc. will be development and reported.

Link Exchanges with complementing sites such as non-profit organizations, industry association and other governance, authority, educational, informative, national, regional, and local web sites will be developed.

In addition, potential complementing but competitive sites will be investigated for link and/or affiliate exchanges. All exchanges are subject to approval.


pardo




msg:233285
 11:32 am on Jan 23, 2003 (gmt 0)

Wooow, fantastic post!

Just wondering if Target User information should have a place next to Markets and Competition.

Another addition could be a line up of all possible online marketing mix elements and the usage of it. For example Sponsoring, Advertising, E-mailmarketing, Loyalty Programmes, Sweepstakes e.g.

This to make it a little broader approach and have the SEM position within the online marketing strategy.

But again, impressive post.

Marcia




msg:233286
 12:41 pm on Jan 23, 2003 (gmt 0)

Great post. Most of the sites I've looked at recently actually need additional pages added with some content development, though getting client text isn't always too easy, and if it's a contingency it could mean delay if they don't come through. That's something I think should be planned for up front.

I've just had someone request a quote who is asking for figures for how many visitors and sales they can expect to have after one, two and three months. They actually want a ROI projection. Unfortunately, my crystal ball isn't working about search engine impressions and click-through data, and conversion for the particular sites, which right now has no rankings whatsoever and no traffic. It's completely starting from scratch.

I've never come across anyone who wanted specifics quite like that. They want to know exactly what kind of return they'll be getting for what they spend. I know what I think, but how do others handle this?

fathom




msg:233287
 7:57 pm on Jan 23, 2003 (gmt 0)

Another addition could be a line up of all possible online marketing mix elements and the usage of it. For example Sponsoring, Advertising, E-mailmarketing, Loyalty Programmes, Sweepstakes e.g.

Agree.

As with Brett (another thread)... I agree that SEO is a very "dirty" word or TLA and I professionally push myself as far away from this term as possible.

In addition, regardless of what you call it, and the medium or channel used it is simply just specialized marketing, a technical version of the traditional form.

Business people generally understand marketing principles, terms, and even these "buzz words" better than anything remotely associated with search engines.

Thus pardo you are on the money for using (and saying) "marketing mix", "Sponsoring", "Advertising", "Loyalty Programmes", "Sweepstakes" as people understand these far better than SERP, SEO, SEM, optimization, PageRank, PR, ranked position and so on.

erthworm




msg:233288
 8:07 pm on Jan 23, 2003 (gmt 0)

fathom, i agree with your post in terms of general marketing principles, but i'm looking for something to use internally anyway, so those crazy SEO acronyms are actually helpful for me. i appreciate your emphasis on the interconnectedness of all marketing channels, though.

erthworm




msg:233289
 4:42 am on Jan 28, 2003 (gmt 0)

fathom's post is fantastic, but I'm looking for something even more specific, almost like a step-by-step walkthrough. What is the best way to go about researching keywords and what's the best procedure for submission? What engines/directories come first, etc? Also, a good plan for monitoring listings over time. There are so many details to keep up with that I'd like to get something to refer myself to during the process. I realize that most people might consider these trade secrets not to be divulged, but I'm asking anyway... :)

fathom




msg:233290
 5:06 am on Jan 28, 2003 (gmt 0)

...I'm looking for something even more specific, almost like a step-by-step walkthrough. What is the best way to go about researching keywords and what's the best procedure for submission? What engines/directories come first, etc? Also, a good plan for monitoring listings over time. There are so many details to keep up with that I'd like to get something to refer myself to during the process. I realize that most people might consider these trade secrets not to be divulged, but I'm asking anyway

I doubt erthworm you will get specifically what your asking for and not because of any "trade secrets".

In the course of answering specific questions... I have (as well as many other members) - emptied my brain out to assist.

However, information is not knowledge, and knowledge is not wisdom... and without that wisdom of why?... a step by step guide is not only a vast waste of time but very dangerous to the person who follows word for word "verbatim" without addressing all the issues (both positive & negative). SEO is very much site, industry & market specific.

Thus my best step by step guide suggestion is using "site search", "reading the results", and "learning from the forum members". Asking a specific question will produce "today's" thinking... but in the end, getting someone else to do all your homework for you is a disaster waiting to happen.

Rod

erthworm




msg:233291
 5:27 am on Jan 28, 2003 (gmt 0)

In the course of answering specific questions... I have (as well as many other members) - emptied my brain out to assist

You definitely have, fathom, and I give you my thanks for it. What you wrote above is way more than I expected from anyone. That's what makes WebmasterWorld such a great place.

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