The Agency SEO Process – Part 4

by Taylor Pratt December 28th, 2010 

woman talking, explaining

In Part 3 of the Agency SEO Process, we went through one of the most important months of your twelve month engagement: the six month review. The goal of that review process is to measure the impact your on-site changes had to see if you should make any changes to your campaign at this point.

Just to recap, here's what we've covered in parts 1, 2 and 3 of the Agency SEO Process:

  • Month 1: SEO audit and keyword research
  • Month 2: Keyword testing and architecture analysis
  • Month 3: Content and meta tag optimization
  • Month 4: Link bait research
  • Month 5: Content creation and link research
  • Month 6: Link building
  • Month 7: The Six Month Review

Month 8: Campaign Adjustments & Link Building

Our main objective in Month 7 was to identify areas of improvement in our campaign, and now it is time to make those adjustments! What does that mean?

  • Make keyword adjustments
  • Adjust your content optimization, title tags, anchor text, etc.
  • Determine new link building strategy

Once the adjustments have been made, spend any remaining time building links like you had in Month 6.

Month 9: Link Building and Content Development

One of the things I always tell my clients is, "you can never have enough content." Most people say that because they see content as such an important ranking factor and as a means to build links, but for me it's different. You see, I'm a keywords kind of guy. I love the psychology that goes behind figuring out what people are typing in when looking for your product/service. Clients, typically have their own ideas behind what users are searching for, and they never seem to be able to let those keywords go. So this is what I tell them:

We can help you rank for that keyword, but you need to give me content dedicated to the subject.

That's where the content development piece comes into play. During this month I start working with my client to map out all of the various keywords we believe we should try ranking for. I use a combination of my internal site search analytics, keyword analytics, competitor analysis and other strategies to help determine what these keywords are. I also make sure to take note of these "secondary keywords" at the beginning of the engagement when we determine which primary keywords we'll be targeting. Remember, you can target as many of these keywords as you want – but it will take time. Time that you could be spending ranking for higher converting keywords.

Because of this, I try and focus the majority of my time on link building (around 15 of the 25 hours), and then spend the remaining time on this content development, optimization and of course, reporting.

Month 10: Rinse & Repeat

You'll have to forgive me for not going into too much detail here, and for sounding a bit repetitive. Because each website's link building strategy will be unique (especially based on content), it's going to be tough to give specific pointers to how you should be conducting your link building at this point.

Here are a few things to keep in mind:

  • Look at what days and times your content is spreading the most. Adjust your blog posts, link bait, etc. to what you find.
  • Determine who in your client's industry has the most swaggar. It's going to be important for you to find a way to get your content in front of them to help it succeed.
  • Don't forget about the latest impact the search engines have cited on social media's role in SEO. If you weren't already prepared for it, now's the time to integrate it into your campaign.
  • Abuse your analytics. It's like peaking at the answers to the test. There you will find out what people are most interested about, when they want to read it, how they prefer to distribute it and what stimulates the best conversations.

There's only one installment left! Good luck.

Taylor Pratt

Taylor Pratt is an online marketing consultant at Built to Search. Built to Search offers customized SEO, PPC and social media consulting services.

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2 Responses to “The Agency SEO Process – Part 4”

  1. Shankar says:

    Hi Taylor

    Can i use your material for referral & study purpose