The SEOmoz / Distilled Pro Seminar was, without a doubt, a hugely successful event. While the attendees eagerly await the publication of the DVD, I thought I’d provide a bit more background on some of the slides covering organisational SEO.
Planning Your SEO Activity
One of the key points I made at the conference was to have a plan. By first listing your objectives, and making them compatible with the commercial metrics that drive your business, it’s far easier to construct a case to justify additional resource or agency support. In short, you’re creating a commercially driven SEO strategy, beyond simple traffic and conversion metrics. This post covers the primary stage of making your commercial SEO plan.
Structure your plan by activity over time
The diagram below follows a simple structure. Remember how I structured an SEO team? The left-hand side shows activities directly relevant to the roles and responsibilities in your group.
What should I include?
Don’t forget to include success criteria for each project, for example, you might plan to create a piece of keyword research in your analytics / research stream. The criteria for success could be as simple as how many keywords you managed to capture or the number of opportunities for new search types you spot throughout the research process.
Why plan so visually?
This is an ideal approach for early stage SEO strategy planning. Why? With a well planned and documented strategy, covering each of your disciplines, you’re able to think ahead, often more seasonally. You’re producing a really nice, high-level document that works to focus your own team while communicating to those working above your next move.