Preliminary Setup:

Website Review – Check website for issues that would affect SEO performance

Industry Research – Find the business’ clientele, services, and user interests.

Keyword Research – Find the most searched keywords in the industry and keywords for topics that

relate to the industry.

Create a keyword campaign:

Long Term Keyword Campaigns Short Term keyword campaigns We will choose min 3 (no more than 6) of these keywords and use them multiple times throughout each article. These should be terms that will be relevant throughout the course of our marketing campaigns. Example: For a limo company we would consistently want to rank in the following keywords:

Limo Service Limousine Service Car Service Airport Shuttle Party Bus Rental Etc

These are keywords that will always be relevant and will always be competitive. We need to make sure that we use a mix of these keywords in every article.

Short term keywords are for campaigns that will only last for a while. These are still keywords we want to rank in, but we may not need to worry about this strategy all year. Example: For a limo company we may want to do campaigns for specific holidays. We could use keywords like the following example:

Valentine’s Day Limo Party Bus For Ultra Music Festival Mother’s Day Limo Etc

These keywords will only need campaigns for a couple months, but will still help us in overall rank. We should try to use 2-3 short term keyword campaigns per month. That way we spread out our Search Engine reach.

Create a content strategy for continuous, useful content.

We need to make sure that the content we are providing is USEFUL to our clients. The objective is to

create a variety of topics that still relate to the main product. The Skyscraper method that you have

been using is good, but it may not always provide us with information we need. Furthermore, if the

campaign we are doing is unique (for example like flowertoy) we may not easily find good information

out there to replace.

Let’s not box ourselves in by only looking at content already available and previously written.

Again, it is IMPORTANT to remember that not every blog post or article has to be ABOUT THE

SERVICE. We want to ENGAGE people. For that we need to find what’s interesting and useful to THEM.

If we are to use a limo company again for our example. We could create a content creation strategy

similar to the following:

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Events of the week: We could write a blog post talking about 10 upcoming events this week that would be relevant to take a limo, party bus, or town car to.

Skyscraper Method Article: We would find an article on the web (relevant to our users) and update / re-write the information.

Luxury Car news: We want to engage with users who would hire A1A Limo. Luxury car news would be relevant to many of their readers.

Skyscraper Method Article: We would find an article on the web (relevant to our users) and update / re-write the information.

In The News: We can briefly talk about articles people may have missed during the week (from news stations) as well as create a youtube video.

Skyscraper Method Article: We would find an article on the web (relevant to our users) and update / re-write the information.

Reshare on social media: We will reshare our past week’s articles on their social media to increase awareness and presence.

Once we come up with a content schedule we should check analytics to see how engaging our articles

are. If we find after a few weeks that certain topics are less engaging than others, we can replace that

specific topic.

Having a content creation schedule will make post creation easier / faster and will constantly give us

new / relevant topics to talk about.

Analyze and create a social media posting schedule Not every business will have the same clientele. We need to target our social sharing of blogs to post at

the most effective times. There are general times we can use such as lunch (1pm – 3pm) or after work

around (6pm-8pm) that are effective overall, however, we may find more effective times. Most of this

information should not take long to find.

Part of social media optimization involves finding the groups that are relevant to our client.

We should find other groups that we can share our clients’ blogs to. For example if we are managing a

Limo company’s social media, we may want to look for groups of professionals and suggest our service

to them. Also, we could find groups of luxury car owners and share our awesome content with them

once we write it. Obviously we would not want to share from the corporate account, so maybe we

create a fake user that we can join these groups as.

Backlink Research

We should be aware of what backlinks our client has. These backlinks can actually HURT in some cases

(if they are sites with poor reputation). We need to analyze them and also come up with a strategy for

creating more backlinks.

Execution & Consistency

Now that we have the setup for our marketing plan, we need to make sure we are never behind.

Posting Topics and Scheduling

As you mentioned and have been doing, we need to provide our content writers with good, relevant

content topics. You already have your content strategy so the rest should be easy.

We need to be 2 weeks ahead with post topics. This should not take very long. It should hypothetically take 3-4 hours to come up with 2 weeks of

topics. This way we have the next 2 weeks to focus on other aspects of our marketing.

The procedure will be as follows: Create a document containing the Article topics for each day of the

next two weeks. Each Article should have the following information:

Post Date

Title of post & Subheading

Focus Keywords (minimum 3 from our main list)

Short term keywords (2-3 if we have them)

Resources for article (where to find the information we are posting about)

Once you have completed the list, send it to me for approval.

Methods of content creation and keyword usage Once we send the article to our content writers, we need to make sure they are aware of how to include

the keywords to be most effective.

We should come up with a VERY basic strategy to ensure we cover as many variations of the keywords

as possible. Let’s use the limo company for our example:

If we have the keyword: Party Bus

We want to vary that keyword in our article as many ways as possible.

We could use:

Party Bus Near Me

Best party bus rental

Party bus service

Top rated party bus

etc…

This DOES NOT need to be complex. We can capitalize on voice search text “near me” for easily ranked

results. Just simply find ways to reword sentences to include these phrases. They not only strengthen

our main keyword, but also let us rank higher for people who search specifically for that phrase.

Suggestion: To capitalize on voice search, we can always say something along the lines of:

“Need to find a party bus service this weekend? Try asking Siri ‘Party Bus Services near me’ for a

quick answer!”

Let’s Get Ahead Of The Game – Once we send the topics to our content writers, I would like to

try to have 2 weeks of content written within the first week. That way we always have a 1 week buffer in

case anything happens. Every post should be sent to me for approval

Internal / External Links When we write our blog posts, we need calls-to-action to maintain interest. We should be LINKING to

other articles on our blog, or pages on our site. Internal links look like this:

That screenshot is from Wikipedia, they can get away with 50+ links, we cannot. We should be using 5-

10 in a 1000-1500 word article. This way we entice users to read further into our blog / website. One

MAJOR internal link we should always use, is the BOOKING PAGE. We definitely want to drive traffic

there.

External Links – we should link out of our site 1-2 times per article to RELEVANT information. (unless it’s

an events calendar, then we can link out more) for example: if we are using another article to write our

luxury car article, we should have a link at the bottom of the page that says something along the lines of:

Source: luxurycars.com

Something small and not too prominent.

Social presence and engagement

We should find ways to engage with our users. We should be offering things along the lines of “Share for

discount” or “share for entry to this raffle”. Any way we can create post engagement, the more people

will see our posts. We need to explore methods to make people interested in posting, liking, and

sharing.

We also need to make sure we are sharing posts from other groups as well to maintain our social media

presence without having to create new content.

BackLink Creation – VERY IMPORTANT

We NEED to start creating backlinks. Luckily this ties-in to creating great content. If we are creating great

content based on our marketing strategy, we should be able to reach out to other people with our post

and ask them to share it.

This article gives some fantastic methods for getting backlinks: http://backlinko.com/17-untapped-

backlink-sources

Furthering that logic, we should be exploring our own methods of backlink creation.

We will use the limo company again for this example:

If we are creating content like upcoming events, we could reach out to the event venue and

explain that we have included a link to their site on our blog. We could ask for a backlink if they

are willing. Also, we can scrape the backlinks to the skyscraper articles we post.

For this example Scraping is a method of finding out who is linked to that page and contacting

them to update the link to our page.

Guest posting and infographics – Using these strategies can definitely help us with more backlinks. We

SHOULD be creating 2 infographics a month minimum.

We CAN purchase them as long as you create good content for it:

https://www.fiverr.com/search/gigs?utf8=%E2%9C%93&source=top-

bar&locale=en&search_in=everywhere&query=infographic&page=1&filter=auto

Newsletters

As part of our SEO package, we are sending out newsletters for the client. We should align these emails

to follow our current SEO strategy. Also, we should create incentives for users to sign up for it. For

example:

Get EXCLUSIVE discounts and rates only available in our Newsletter – Sign up here [ ]

Review – Analyze – Correct

If we have performed our job properly, we should see an increase in traffic, sales, and happiness for

everyone. If we haven’t, we will surely experience the opposite.

With the MULTITUDE of tools available to analyze the customer experience of our site and articles, we

should be reviewing the statistics every other week so we can make corrections as soon as possible. If

we find a strategy is not effective, we need to change it.

Finally, the landscape of SEO strategies is CONSTANTLY changing. We should be researching and learning

the LATEST AND GREATEST methods so we can be most effective 100% of the time.