Anatomy of a Search Campaign – 10 Easy Steps

This post is intended to be a full guideline to creating and implementing an effective organic search campaign with reference to more detailed information on specific topics.

Creating a fully comprehensive and effective search campaign is more involved than many envisage – but it is not difficult. The step by step approach recommended here follows a basic formula that can be easily adapted to your agencies current process:

1. Avoid the 5 deadly SEO agency sins and make sure you have decided upon the most effective and financially feasible Revenue Model for your agency and your client.

2. Full internet market (keyword and search behavior) research.

The linked Keyword Research Article looks at:

  • Keyword discovery
  • Competitor Identification
  • Keyword Selection, and
  • Keyword inclusion

The linked Search Behavior article looks at:

  • Types of search behavior
  • Men vs. Women
  • Search Query Intent
  • Eye Tracking Studies, and
  • Why People Search

3. Determining the search query language and intent of your target market will enable you to build typified, assumptive target market ‘personas’

The linked Search Query & Search Language Intent article looks at:

  • The language utilized by various target market ‘personas’ or demographics
  • The three primary types of search query intent including:
  1. Navigational
  2. Informational, and
  3. Transactional intent

4. Develop your personas based on the research conducted above as well as other demographic research data.

For example;
– single women ages 42-68 may be interested in adventure holidays with other singles. What language do they use (vernacular appropriate to age and gender), what are their interests, what is their income, destination preferences, etc.

– young childless couples may be interested in romantic fully-catered beach island holidays. What language do they use (vernacular appropriate to age and relationship status), what are their interests, what is their income, destination preferences, etc.

5. Work with IA (information architecture) to produce landing page wireframes that include keywords in all appropriate places (URL, Title, META data, Headers, Navigation, ALT attributes). See more on integrating SEO into web development here.

6. Pass the completed wireframes to design along with all developed ‘assumptive persona’ details as well as demographic data.

7. Review finished landing page design flats with IA and SEO to ensure all keyword and persona issues have been addressed and integrated effectively and appropriately.

8. (On client approval) pass design flats with wireframes to your Copy/Content writers along with a list of prime keyword and topical variations to give artistic space, but guide them in the right direction.

9. (On client approval) SEO should include hyperlinks as appropriate throughout body copy, and then hand completed flats, copy and wireframes to the developers. SEO and dev should schedule regular meetings to review work to ensure SEO objective is being achieved. CMS solutions, URL structuring, navigational flow, correct Header tags, etc need to be QAd (quality assured) by SEO continually throughout the development process.

10. Run finished site through Gsitecrawler, W3CValidator and other validation and SEO check sites off a test server. QA everything prior to client presentation.

Bonus Step: Ensure that the client is sold on a progressive and effective web analytics package. Request analytics implementation on the old site while development on the new site is underway to provide accurate benchmarking. Then move analytics code to new site prior to upload to facilitate SEO, stake and shareholder reporting.

Finally: Join me, Todd Friesen (VisibleTechnologies), Andy Beal (MarketingPilgrim), Richard Zwicky (Enquisite), Jane Copland (SEOmoz) Google, Yahoo! Canada and many others at the SEMCanada Conference in Calgary on 4th and 5th September! Comment on this post or contact me on Twitter and we’ll send you a 10% discount code off the fully inclusive early bird registration fee of $895.00 for the full 2- day conference! (Offer open until June 30th – that’s AGES 😉 ). Hope to see you there!


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