With an increasing number of consumers searching online for products and services, demand for SEO (search engine optimization) is on the rise.
With effective SEO management, businesses can start seeing better online visibility, and higher website traffic. Once you make the sale, you’ll need to guide them through these 5 pillars to produce an effective campaign.
In this article, we’ll walk you through the importance of using these 5 campaign pillars in your SEO management. This will create the ideal journey for your SEO customers. Let’s get started!
What is SEO Management?
SEO management is the process of managing SEO efforts for a website or online presence. It involves planning, implementing, monitoring, and analyzing all aspects of the SEO process. The goal of SEO management is to achieve greater visibility and higher rankings in major search engines.
Typically, SEO management comes from an in-house SEO manager (specialist), or a “for hire” SEO company (agency). The goal of this article is to help the audiences above better manage their SEO campaigns.
With a deeper understanding of what the ideal customer journey looks like, it will improve the effectiveness of your SEO efforts.
The 5 Pillars of Effective SEO Management
Understanding how an effective SEO campaign works can make or break the success of your business. These are the 5 pillars of effective SEO management:
- The SEO Pitch
- Research & Onboarding
- Onsite Optimization
- Offsite Development
- Campaign Reporting
Within each of these pillars, there are different sub-strategies that you’ll need to be aware of. The effective use of these strategies will result in more pages within the top results of Google. This means increased visibility, improved website traffic, and more revenue for the business.
Pillar #1: The SEO Pitch
The SEO journey begins with you and a pitch. Start by emphasizing how SEO can help clients reach their business goals: increased visibility, higher quality leads, and better customer loyalty. Explain the process of SEO in simple terms that demonstrate you understand the situation and have a plan to address it. Simply state the value that SEO can add to your client’s business and keep it relevant to them.
Focus on benefits such as stronger online presence, improved organic search traffic and higher online conversions. Showcase the success of past campaigns with quantifiable results to help build trust with the potential customer. Provide a timeline for expected results so they feel confident about investing in your services. When it comes down to it, if they have a business, they can greatly benefit from SEO.
Once you make the sale, it’s important the transition to the SEO management phase is as seamless as possible. Setting proper expectations up front is critical, to ensure they understand that SEO takes time. Keeping the line of communication open from the beginning will help to improve the trust between the client and SEO company.
Pillar #2: Research and Onboarding
Once the sale is complete, reach out within 5 business days to get the campaign on the road. The research process is vital for getting to know your client’s industry and making a plan to meet their SEO goals.
Account Setup and Review
Start with collecting the basic information associated with the client’s business to launch their SEO journey. Ensure that the business name, location, URL, etc. are all correct as you move forward. Google rewards consistent information as it helps consumers feel confident about what they find on the web.
At this point, an SEO expert should reach out to discuss a customized SEO strategy. The client’s goals should take center stage as you work together to develop tactics designed to meet them. Use an SEO questionnaire to better understand the business and identify important elements of their business. These questions will help you understand the business background, while knowing what they’re hoping to achieve with the SEO campaign.
Website Health Exam
The next step in the research process is to assess the health of the client’s website. Typically, an SEO audit takes place to understand the current performance, and areas for improvement. After an analysis of the SEO performance of the site, you should have a clear idea of what tasks to prioritize. This website health exam directs the efforts of the campaign as you know what activities will bring the most organic traffic.
The process of pitching and selling SEO to your client should inform them about the merits of improving their Google ranking. However, it is important at the beginning of the campaign to help them set some expectations for their process. They should understand that SEO takes 6-12 months to start seeing results. Help them understand the investment in the future success of their business.
Pillar #3: Onsite Optimization
It takes a lot of work to rank well for a given keyword. The best place to start is through implementing onsite optimizations to showcase the website’s relevance to the search query. Once implemented and crawled (seen) by search engines, these optimizations will make all the difference.
The extensive keyword research into your client’s business and industry informs the keywords to choose to focus on. Your client’s business is unique in the combination of customers, industry, and region they serve. It’s important to focus on the right keywords that are precisely targeted to their potential customers.
Determine which keywords will be most effective on each page of their site, setting them up for continued SEO success. Once you select the best keywords, become a matchmaker for the client’s site and their new keywords.
Keyword Page Code Enhancements
Take a peek behind the curtain and analyze the site’s code with the keywords in mind. If the keyword is missing, create a new title, H1, and alt image tags along with meta descriptions. These code enhancements make it easier for Google and potential customers to find the information they are looking for on your client’s site. The end goal is for your client to stand apart from the competition in the search results.
Beyond incorporating the chosen keywords to various web pages, there are many other ways to optimize the client’s website. Mapping out a client’s site means each page will add value to search engines. Removing excessive H1 tags and inserting nofollow tags can strategically increase your client’s authority and relevance.
Other technical SEO website optimizations enhance the client’s site for mobile viewing and social media. Implementing videos and images can create a more inviting experience for those viewing the site.
Keyword Page Content Enhancements
Now it’s time to fine tune the content of the client’s site. It doesn’t end at simple optimizations – it’s important to create website copy that is optimized for SEO standards. Search engines will review the content on the page to ensure it responds to the search query and creates a user-friendly experience. The more relevant and engaging the content is, the better the results for both search engines and potential customers.
Custom Content Creation
Quality content marketing is one of the best things you can do to appeal to search engines like Google. It also keeps potential customers interested in the business. Google will reward their diligence and consumers will appreciate the relevant information. Creating excellent digital marketing content will keep your client’s website fresh and at the top of the rankings.
Pillar #4: Offsite Development
When it comes to increasing rankings and traffic, making improvements on your client’s website is only half the battle. It is also important to develop the clients offsite website authority. This shows search engines that the site is a trusted source for information and in turn, will help improve website rankings.
Here are some of the best ways to develop the offsite authority of a website:
Link Portfolio Development
It’s important to do work outside the limitations of their website to get the word out all over the web about their business. To do this, build a natural and diverse link portfolio for your client’s website. Earn these links in strategic locations all over the web to give them authority in their industry.
Business Profile Development
Your client’s business profile is another important (and visible) asset on the web. Business profiles exist across sites such as Google, Yelp, Facebook, Manta, and other online business directories. However, arguably the most important is optimizing the clients Google Business Profile.
By continually developing their business profile presence, prospective customers will always know their business is active and legitimate. It also provides backlinks across refutable directory sites to build online authority. This is one of the key ways to develop consumer trust and drive more traffic to the client’s site.
Pillar #5: Campaign Reporting
Once your client’s SEO campaign is underway, a key element of SEO management is to keep them informed. Campaign reporting helps to track and measure the effectiveness of SEO efforts. It also allows you to assess how well their strategies are working to improve their visibility and rankings.
SEO reports provide a snapshot of current rankings so that businesses can identify what changes are necessary. Ultimately, SEO campaign reporting is essential for a successful long-term SEO campaign strategy. It provides in-depth analysis of efforts, enabling businesses to make informed decisions as the campaign progresses.
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