Campaign Review
Determining the impact of the campaign through month one, and identifying areas of
success vs. where no response was observed. Helps to determine where we need to
focus our efforts for month two. Deeper evaluation of keyword research.
Technical Review – Analytics
Review of Google Analytics data – observation of traffic volumes, new keyword
rankings and/or ranking losses and other KPIs.
Technical Review – WMT
Review of Webmaster Tools data – helps with the identification of up-and-coming of
new keyword rankings before clicks begin to show up in Analytics. For example, a
previously non-ranked search phrase may show up in a #30ish position. If we like the
keyword, we can identify which web page had the rankings and to optimize that page,
and other similar pages, to help improve the ranking further. We essentially use
Webmaster Tools data as a feedback loop to know which search phrases we can
produce quick improvements for. Webmaster Tools also provides diagnostic
information to review should the website be non-responsive to the SEO work.
Technical Review – Website Health
Review of the health of the website, and recommendations for correction if problems
are identified. For example, page load speed, inbound link quality, SSL security,
duplicate content penalties, robots.txt health, sitemap health, devalued content,
unintended indexed junk pages, etc.
On-Going Optimization
● Based on the campaign review, additional content optimization is implemented. Some
pages that were already addressed are “tweaked” if we did not receive the response
we were hoping to get. Other new pages are optimized which were not tackled earlier.
● Expansion of the link-building project continues at a rate where Google will not be
alarmed by building inbound links too quickly, but that genuine growth will still occur.
● On an as-needed basis, the creation of content and/or landing pages to help expand
the breadth of the keyword targeting or the number of communities targeted.
Reporting
Building the monthly ranking report and campaign updates.