preliminary setup - limousine service & professional …€¦ · · 2017-05-16that way we...
TRANSCRIPT
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.