Launching an SEO campaign is a planned activity to reach a goal.
Choose an option or goal below to get started.
But first, what is an SEO campaign?
An SEO campaign is a set of actions designed to improve the visibility of your website or webpage in search results. It could be as simple as creating a new page, or it could involve using certain techniques such as link building to increase the likelihood of being found through search engines.
SEO Campaign Example 1: Increase Organic Traffic
A website without written copy or content is an empty property.
Creating new web pages and content for your target market is the first type of SEO campaign.
Some people start in business and want to go online to generate leads or sales, while others have an established business and want to go online to get leads or sales.
Here are the usual steps in planning new content to increase traffic.
Step 1 : Identify keywords people search and click on in the search engines
7 billion daily searches are conducted on the Google search engine, the world’s biggest buyer research tool.
Information about products and services, as well as answers to questions, are being found on the internet by your audience.
If you want to increase your traffic, you need to know the relevant keywords that your audience search and click on in the organic search results.
That’s the reason why I teach and sell my brand of keyword research strategy called click forecasting.
Step 2 : How to find keywords using the buyers funnel
The buying decision process is a universal marketing concept that applies to all businesses and industries.
I recommend that you use the buyers funnel to find the best ideas for your search audience.
Tools to find keywords
A keyword research tool like Ahrefs, SEMRush or 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.
Step 3 : 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
- Service category cage
- Service page
- E-commerce category page
- E-commerce product page
- Review article
- Comparison or Alternative article
Now you can share the template with other members of staff or clients and ask them which pages they want to include in their campaign.
After that …
Step 4 : Write page title
In the “Write Page Title” column, write the 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.
SEO Copy + Tips + Higher Rankings
Step 5 : 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 have a benefit to the user to read and scroll down the page.
Try and keep this sentence above the fold, i.e. above the bottom of the web browser.
Step 6 : Write and publish page copy
You can begin drafting it to know what the user wants from the page and the page title.
I imagine the ideal person who would benefit from reading this page when I write.
- I write a draft using sub headers.
- 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.
Step 7 : Use semantic markup for best practice on page SEO
Nowadays, most content management systems take care of semantic markup for you with elements such as headings, bullet points and tables built-in.
Since Google sometimes scrape the search results for many featured snippets, you can get higher rankings when you follow these best practices.
Step 8 : Indexing and crawling
Make it easier for a search engine crawler to find and display your page in the search results.
Link other pages to your pages using anchor text and include your pages in your sitemap.
Now let’s move on to the next campaign.
SEO Campaign Example 2 : Improve Existing Ranking and Traffic
The second type of search engine optimisation campaign is to improve your existing pages.
Many business owners create page content and leave it.
Content will decay or become outdated over time.
Google prefer maturer pages over new pages.
So content optimisation is a seriously underutilised content strategy to improve search engine rankings.
Step 1 : Run an SEO Audit
It would help if you audited your website health at least once a year.
Use an SEO tool like Ahrefs Webmaster Tools to perform a free audit of your website.
An audit can check your website’s health, find errors and find improvement opportunities, including :
- 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
Step 2 : Check your keyword rankings using Google Search Console or Google Analytics
Log into Google Analytics and find keywords in positions 11 to 30.
- Search Console
- Click Advanced
- Exclude Search query – brand name
- Exclude any keywords you wish to omit
- Include Average Position > 10
- Include Average Position < 31
Look at the queries you are ranking for in Search Console; you’ll find this tool can better identify long-tail keywords than Ahrefs or SEMRush.
Or use this keyword bubble report.
Add the keyword you’ve identified to the keyword column.
Step 3 : Check search volume or impressions
I don’t pay much attention to a monthly search volume of under 100 or a monthly impression of less than 100.
Add the search volume or impressions to the template.
Step 4 : Check the top pages earn traffic
I am using a tool such as Ahrefs to estimate the traffic to the top pages.
Add the estimated traffic for the top-ranked pages to the average traffic column.
Step 5 : Check SERPS for user intent
To ensure you have the correct user search intent, compare your page title with the top pages.
Repeat steps 1 to 5 and populate the template.
Again, share the template with the client or staff members and decide which pages to optimise and improve.
Step 6 : Page introduction
Follow the same step as below.
Write the page introduction.
The page introduction should give the user a reason to scroll down the page and include your keyword.
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 sub headers.
- 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.
Bonus : add internal links
After analysing and spell checking your page content, make 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.
Using internal linking can boost rankings by linking one page to another.
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 : Earn links by creating and sharing assets
Creating high-quality content and assets that can earn quality inbound links from other websites is the 3rd type of campaign.
Authoritative and relevant links from other websites are still the strongest ranking factor.
But earning those links is not easy and not cheap.
A guest blogging campaign is a popular way to get links.
The idea is to write a helpful article for another website in your industry where there is a link back to your website in the article.
I am not fond of this approach because it gets abused by poor internet marketers.
Broken Linking Building
Broken link building campaigns work because you are helping out a website owner by identifying a website issue.
Most link builders desperately email 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
An essential part of writing an article is finding a source of data, statistics, images, or quotes.
You can earn links if you can be the source of other people’s quotes in their articles.
This page gets 981 unique links to a page about UX design statistics.
This page gets 601 unique referring domains to their page about web design statistics.
Whilst these are an impressive number of links, creating such assets is the best link building strategy to grow your domain authority.
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 proper tool to track keyword rankings, search traffic and the quality backlinks you earn.
Take action for a successful seo campaign
The best-laid plans involve setting a goal then executing it with research, relevant content, on-page optimisation, promotion and earning authoritative links.
Download the template and use one of the relevant SEO campaign strategies.