Launch an SEO Campaign [Template Included] with 3 Examples

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    There are 3 types of seo campaigns you can launch. I’ll demonstrate with 3 examples and you can download the template I’ve created.

    What is an SEO Campaign ?

    A campaign is planned activity to reach a pre-determined goal such as targeting people searching Google for information about your product or product category, comparing alternatives or making an enquiry or purchase.

    The best laid plans involve setting a goal then executing it with research, content creation, on page optimisation, promotion and link building.

    Why you need an SEO strategy to increase organic search visits ?

    The Google search engine is the biggest buyer research tool on the planet, with 7 billion daily searches, where prospects go and seek answers to their questions or problems, information about products, compare alternatives and buy products.

    Marketers create campaigns to increase organic rankings, traffic, conversion rate or sales.

    Download : SEO Campaign Template

    3 examples depending on your goals

    In my experience there are 3 events that trigger the need for an seo campaign.

    • A client is starting a business or looking at the opportunity to grow organic traffic
    • A website or brand re-design or a change in website platform
    • The owners want to invest in organic growth

    SEO Campaign Example 1 : Create New Content

    The first type of SEO campaign is to create new pages and content for a new website.

    I get approached by clients starting out in business or they have an established business and want to go online to generate enquiries, leads or sales.

    Anyone can build a website but without written content and copy all you have is an empty property.

    Here’s the usual steps in planning new content.

    Identify keywords people search and click on in the search engines

    Your audience is using Google to find out answers to questions, information about products and services and even buy products.

    But it’s not enough to figure who what people search for, you need to know that people actually click onto organic search results.

    That’s why in my training I introduce people to “click forecasting”

    Just because people search doesn’t need they click to the page results.

    How to find keywords using the buyers funnel

    The buyers funnel is based on a universal marketing concept called the Buying Decision Process that applies to every business and industry.

    You may have seen the purchase or buyers funnel shown as:

    • Awareness
    • Consideration
    • Decision

    This is too broad, too vague and this simplified model misses out huge opportunities.

    The buyers funnel that I advocate enables you to identify keyword ideas that your search audience is searching for and clicking on.

    Google’s own data studies have shown that 60% of shopping queries are “upper funnel” searches.

    Download : SEO Campaign Template

    Tools to find keywords

    Tool such as Ahrefs, SEMRush and Ubersuggest can help uncover keyword search volume and click estimates.

    To find keywords with Ahrefs, follow this guide

    • Go to Ahrefs Keyword Explorer – enter seed keyword (one word)
    • Select Phrase Match
    • Select Parent topic and you’ll see a list of potential page topics that you could create or write about
    • Filter out high difficulty keywords
    • Identify the long tail keywords

    Now you need a way to gather all your topics and ideas together.

    I use a click forecasting template which shows me the topics I’ve researched.

    Identify user intent

    Now you need to identify the user intent behind each keyword or topic.

    User intent is understanding the type of content on your page the user wants.

    Types of user intent

    Google the target keyword on your list and look at all the pages in the search results.

    Using the “select user intent” column in the template, select the type of pages Google typically display.

    • How to article
    • List article
    • Guide
    • Service category cage
    • Service page
    • E-commerce category page
    • E-commerce product page
    • Review article
    • Comparison or Alternative article
    • Mixed
    • Calculator

    Now you can share the template with others members of staff or clients and asking them which pages they want to include in their campaign.

    After that …

    Write page title

    In the “Write Page Title” column write in page title for the page that will target this keyword.

    I like to follow this strategy when writing the titles of my pages.

    Target Keyword + User Intent + Outcome

    For example

    You searched “seo copy”

    Your intent was tips and the outcome was higher rankings

    So

    SEO Copy + Tips + Higher Rankings

    Place page introduction and benefit above the fold

    After I have written the page title I write the meta description and a page introduction.

    The page introduction should include the keyword you are targeting and there should be a benefit to the user to read and scroll down the page.

    Try and keep this sentence above the fold; ie above the bottom of the web browser.

    Download : SEO Campaign Template

    Write and publish page copy

    Now you have the title of your page and what the user wants from the page now you can begin drafting your copy.

    When I write I think of the ideal person who would benefit from reading this page.

    • I write a draft using subheaders.
    • Then I fill in the gaps using short sentences and paragraphs.
    • I use bullets and numbered lists to break up the monotony of a user reading the page.
    • Add graphics or images.
    • Add facts, data or testimonials.
    • Add a call to action either within the page or at the end of the page.
    • I proof read, spell check before finalising my copy.

    Use semantic markup for best practice on page SEO

    Nowadays the web editors of most content management systems take care of semantic markup for you with elements such as headings, bullet points and tables built in.

    Since Google scrape the search results for many featured snippets sometimes you can get higher rankings when you follow these best practices.

    Indexing and crawling

    Make it easier for Google to display your page in the search results.

    Link other pages to your page and include your page in your sitemap.

    Now let’s move onto the next campaign.

    SEO Campaign Example 2 : Existing Content Optimisation

    The second type of search engine optimization campaign is to improve your existing pages.

    Many business owners simply create page content and leave it.

    Content will decay or becomes outdated over time.

    And Google tend to favour mature pages than new pages.

    So content optimisation is a seriously under utilised strategy to improve search engine rankings.

    Step 1 : Run an SEO Audit

    I recommend you audit your website health at least once a year.

    You can perform a free seo audit using Ahrefs Webmaster Tools

    An seo audit can check your website health, ensure you use modern seo guidelines and identify improvement opportunities such as :

    • your current site visibility in Google
    • onsite optimisation issues
    • top ranking pages
    • top ranking keywords
    • any irrelevant keywords
    • duplicate content
    • site speed issues
    • broken links
    • high authority sites to earn links from
    • bounce rate issues
    • etc

    Step 2 : Check your keyword rankings using Google Search Console or Google Analytics

    Log into Google Analytics and find keywords in position 11 to 30.

    • Acquisition
    • Search Console
    • Queries
    • Click Advanced
    • Exclude Search query – brand name
    • Exclude any keywords you wish to omit
    • Include Average Position > 10
    • Include Average Position < 31
    • Apply

    Or go into Search Console and look at the queries you are ranking for; this tool is brilliant at identify some long tail keywords that a keyword research tool such as Ahrefs or SEMRush can’t find.

    Or use this keyword bubble report.

    Add the keyword you’ve identified to the keyword column.

    Step 3 : check search volume or impressions

    I ignore any keywords with a search volume or monthly impressions of under 100.

    Add the search volume or impressions to the template.

    Step 4 : Check the top pages earn traffic

    Using a tool such as Ahrefs to estimate the traffic to the top pages.

    Download : SEO Campaign Template

    Add the estimated traffic for the top ranked pages to the average traffic column.

    Step 5 : Check SERPS for user intent

    Compare your page title with the title of the top pages to check you have the right user intent.

    Repeat steps 1 to 5 and populate the template.

    Again, share the template with the client or staff members and decide which pages to optmise and improve.

    Step 6 : Page introduction

    Follow the same step as below

    Write the page introduction.

    The page introduction should include the keyword you are targeting and there should be a benefit to the user to read and scroll down the page.

    Try and keep this sentence above the bottom of the web browser or fold.

    Step 7 : Rewrite title and sub sections

    Write for one person who is your target audience and would benefit from reading this page.

    • Draft using subheaders.
    • Fill in the copy gaps using short sentences and paragraphs.
    • Use bullet points or numbered lists.
    • Add graphics or images.
    • Add facts, data or case studies.
    • Add a call to action either within the page or at the end of the page.

    Step 8 : Run page through content analyser and publish

    There are a few content analysis tools available to check that your page content is topically relevant.

    Download : SEO Campaign Template

    Bonus : add internal links

    After you have analysed your page content, then spell check it and create a draft in your CMS.

    Since you’re upgrading your page you want to use the same URL.

    Create your draft with a new URL, add the copy, format it, add images then copy and paste into the original URL to overwrite the old content.

    You want to give the page a boost by adding internal links to the page from other pages.

    To find relevant pages to add internal links type : site:domain.com your keyword into Google or use Ahrefs internal link opportunities.

    This will give you relevant pages and internal sections of your page to add the internal links.

    SEO Campaign Example 3 : Create content and assets to earn links

    The 3rd type of campaign is to create content and assets that can earn quality links from other websites to yours.

    Authoritative and relevant links from other websites are still one of the strongest ranking factors.

    But earning those links is not easy and not cheap.

    Guest Posting

    A popular way to earn links is to start a guest blogging campaign.

    The idea is to write a useful article for another website in your industry where there is a link back to your website in the article.

    This strategy does get abused, so whilst it works, I am not a big fan of this approach.

    Download : SEO Campaign Template

    Broken Linking Building

    Broken link building campaigns work because you are helping out a website owner by identify a website issue.

    Whereas many other campaigns are just link builders desperately emailing website owners begging for links.

    I have written a detailed guide to broken link building here but I’ll summarise it below.

    • Step 1 : Find broken pages
    • Step 2 : Check page history
    • Step 3 : Recreate and improve the broken page
    • Step 4 : Find email address of page owners
    • Step 5 : Email outreach out and offer your page as replacement link
    • Step 6: Follow up and convert your outreach emails into securing links

    Linkable Assets, Data and Statistics

    Finding a source such as a data, statistics, image or quotes is an essential component of writing an article.

    If you can be the source that other people quote in their articles then you earn links from them.

    This pages gets 981 unique links to a page about UX design statistics.

    This pages gets 601 unique referring domains to their page about web design statistics.

    Whilst these are an exceptional number of links, creating such assets is the best strategy to grow your domain authority.

    Measuring results

    You can set up email report alerts within Google Analytics to see improvements to existing pages or the rankings of new pages.

    Ahrefs have a decent tool to track keyword rankings, search traffic and the quality backlinks you earn.

    Take action for a successful seo campaign

    Go and download the template and use one seo strategy in this guide to make your campaign a success.

    Download : SEO Campaign Template