What’s in an SEO plan?

SEO Campaign Components

Campaign Architect

If you’re contemplating doing some SEO for your business (and you should be) you’ll probably ask what are the components of an SEO campaign? Now to start off you should know up front that it’s going to vary for every website and business some, of course. If you’re clothes shopping, a blue suit may not be right for everyone. That’s why we advise starting off with a Campaign Architect package that will audit your site, evaluate your current situation (your current traffic, and value of keywords, health of website) and formulate a strategy. It’s a good idea to plan out those first three months right up front, then meet again in three months time to evaluate and plan for the next 3 or 6 months.

But what are the likely components we will use to help your site?

What to Add to Boost SEO

All of the following are potentially useful to help boost your site’s traffic, relevance and authority, and based on our initial assessment (which is thorough) we will choose among the following:

  • Press Releases
  • Video marketing
  • Guest posts on high DA websites
  • Blog content
  • Micro-sites
  • Social rank campaigns (Google+, Facebook, Twitter)

What is DA?

DA stands for Domain Authority, and it’s a vital part of a strong SEO campaign. DA is earned and not bought, although our services employ partners who have built relationships with many owners of strong websites. When embarking upon an SEO campaign you might hear the term tossed around such as DAs of 2, 3 or 4, or even up to 7. What does it mean?

A high DA is earned by managing a website domain that is likely to rank high in the SERPs (Search Engine Results Pages). The DA metric was created by MOZ and is well explained on their domain authority page. So after your initial consultation with a Campaign Architect, it is likely we’ll order some professionally done content that discusses some of the terms that relate specifically to your services, using keywords deemed valuable according to our initial research.

What Search Terms are Valuable?

Your website and brand probably has certain terms you dream of ranking well for, although wouldn’t it be nice to know if what you dream of is actually valuable? And to learn of many other search terms that are also valuable, perhaps more so, that you hadn’t even dreamed of yet? And who’s to decide if a term is actually valuable?

CPC is one indicator. If PPC customers are willing to pay a certain dollar amount for just one click on a term, then that’s an indicator of value, but not the only one (which is why a custom campaign is recommended). Other metrics such as traffic, seasonality, and trends are also worth looking at. Plus it’s important to think about your brand and answer the question: what’s the most valuable to you? Band instruments may be a well trafficked term and highly sought after by some businesses who sell them all, but perhaps you just sell woodwinds. You don’t need to spend money for that valuable term, but need to zone in on saxophone related terms such as reeds for example. You know your own business and what makes money for you, so those terms are more valuable to you. That’s why any good SEO campaign is a partnership. SEO professionals know things like DA and PPC whereas you know something they don’t: your own business.

Relevance and Authority

Blaine Fallis Google Partner Certifications

A link to Blaine Fallis’ Google Partner Certifications

When studying for and passing my Google Certification those terms came up repeatedly. Why? Because for Google, they want to link to a page that is relevant to the term a person was searching for, and as website owners and developers it’s our job to give Google (and other search sites) what it needs to make the match. But the page you’re hoping to link up to that term needs to have authority too. There is traffic and engagement there. It exists on a well respected website. The page has a relatively high page rank too. These are all important factors and not achieved quickly. That’s why it’s recommended that campaigns run for at least 6 to 9 months. If done right with proper reporting, you’ll see the benefits to ROI and make SEO a regular part of your marketing budget.


What about PPC campaigns?

You may be thinking, “Wait a minute. Why should I wait 6 to 9 months to finish something when I can run a PPC campaign and see results by this weekend?”  That is a reasonable thought, but don’t forget that a good PPC campaign needs to be monitored and tweaked daily for months in order to achieve better quality scores and thus a lower CPC for your keywords. So it’s not an overnight solution either, and a good SEO Campaign Architect session might very well relegate a percentage of your SEO budget to PPC. The two can work with each other.

But don’t forget this: PPC is very much a “here today, gone tomorrow” proposition, whereas organic SEO builds long lasting evergreen quality into your brand, across the internet for the purpose of building you up.

Did you Notice?

Did you see that a lot of the components we discussed earlier were taking place OFFsite as opposed to on your website (known as Onsite)? In fact you might be surprised to know that one of my SEO partners predicts that about 80% of their typical SEO campaigns take place Offsite. How is that possible?

Of course your website is very important. The content on your site is hopefully going to specifically help potential customers or readers understand who you are, what you offer, and perhaps also educate them a little about what you do and how you can help. SEO professionals will want to look very closely at your site to fix and improve it, looking to improve architecture and navigation, and look for duplicate pages and text. These are the basics you’ll need to solve, in addition to making sure your site is easily surfed by smartphones and tablets too.

If you think of SEO campaigns in terms of man hours, you’ll be spending as much time as necessary to fix up your website and make it ready to meet your neighbors. But that work is mostly done once and not every month, which is why a lot of your first month is devoted to ONsite technical issues. And then there’s content.

A lot of time will be spent ONsite adding relevant content and fixing existing content on your website. That said, once into a good SEO campaign, a lot of time will then be dedicated OFFsite to provide content to the great content partners we have with a variety of DA levels, pointing back to key pages ON your site. Social campaigns and videos and popular blogs all exist offsite as well. It’s even possible to run a campaign to boost the places that link back to your site! So you’d in that case be building up someone else’s page authority.

How About Results?

Never mind the details, you’re going to be happy to see transparency and results when looking at monthly reports. You’ll see what work has been done, how traffic has hopefully increased, and what keywords now rank better for you, because in the end you need more customers “getting it,” understanding your company or organization and engaging. All of these components are building you up like Hanz and Franz! “Hear me now, and believe me later,” but you will enjoy the results of a well rounded SEO campaign that includes a big variety of onsite and offsite components tailored to match up with your specific needs. And you’ll enjoy the benefits, not just for a few months but for 1, 2 and even 3 years or more depending on the type of content you employ. It’s not going away in a weekend. But don’t worry, like the right amount of curry in a recipe, your PPC campaigns can run alongside producing calls right away, while you’re busy building equity and authoritative content that will engage customers into your brand. I’d love to join you on this wild and crazy ride! (OK, that’s enough SNL references for one paragraph.)

Call A-Train today at 281-235-6470 to discuss your website and your potential for using SEO and PPC, with a Google Certified Professional.


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