So… you have decided that you need to do some SEO on your website. So what happens next?
Before embarking on any SEO campaign there are a few things that you need to consider. SEO is not a quick solution to bringing in tons of visitors to your website and making your business a success overnight. It is however a process that you go through to eventually bring in highly targeted visitors that will convert into leads or sales.
For this to happen any SEO strategy that you execute needs to be planned, monitored, adjusted and measured. Get the planning right and you will reap the rewards.
Planning your SEO Campaign
The first part of any SEO campaign should be to start with your objectives. What do you want your website visitors to do? Do you want them to purchase a product, or make an enquiry about the services you offer? Whatever your objectives write them down. This will be the starting point of building an effective SEO strategy to achieve your goals.
As an SEO Consultant I have an on-boarding process that I go through with my clients. This helps me to determine a number of factors before I commence an SEO campaign. I need to understand the business modal and how the sales process works. I also need to know what a customer looks like to you. Your audience is extremely important to how you position yourself when they land on your website.
Here are just a few of the questions that you need to ask yourself before starting an SEO campaign. Some may seem obvious but its still worth asking yourself the question – The bigger picture you gain at this point, the better understanding of what you want to achieve you will have.
What services do you offer?
Write down all the services you offer. What problem each of your services solves. If it’s products you offer, write them down and what they are used for. This will give you, or your hired SEO a good starting point to carry out the keyword research into your product or service.
What is your main USP? (Unique Selling Point)
What makes you different from everybody else in your marketplace. Why should somebody choose you over your competitors?
Who is your ideal customer?
Understanding who your customers are is essential to a successful SEO campaign. It helps when writing content for your website in regards to your tone of voice, design and the way in which you represent your business. First impressions count.
What are your main goals and KPI’s?
Write down exactly what your main goals are, and how are you going to record how successful your campaign has been?
Which areas do you wish to target?
Targeting the right customer is essential to the success of your campaign. If you are a local service provider it is not going to beneficial if you start attracting website visitors who are out of your area. Targeting a local geographical area within an industry is far easier to achieve than going for a national effort from the start. Your SEO can grow with your business.
Who Do You Consider to be Your Main Competitors?
Who’s doing what you do? Write down your 3 top competitors online. This will prove to be essential when it comes to analysing your competition online, so that you can determine what you need to do to outrank them.
What are your expectations of your SEO campaign?
Having realistic expectations of your SEO campaign is a must. SEO is an investment and just like a good investment it will grow over time, and you will start to reap the rewards. If you are not prepared to be patient, and all you want is instant traffic then quite frankly SEO is not for you.
These are just a few of the questions that I ask in my SEO client on-boarding questionnaire. You can download the document below. I normally issue the questionnaire after meeting with a new client, and they have agreed to Phase 1 of the SEO Campaign process. You may find some questions irrelevant, in which case just delete them. What it will give you though is a good understanding of your aims and objectives before either embarking on a campaign yourself or employing the services of an SEO specialist.