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  • Su Guillory

How to Plan Your SEO

Updated: Aug 10, 2022

I need SEO! proclaimed the frantic client.   With this last stupid Google update, I dropped from page 3 to page 11, and I’m losing business.  I was barely hanging on as it is!

I took a deep breath and steeled my resolve for the conversation that was sure to ensue.

Ok, what’s your budget?

Not much!  I was barely making any money before the update, now I’m almost out of business.

Ok, what is it that you are looking to do in terms of SEO?

I need to get my rankings up, page 1 would be great, but anything better than page 11 would be great.

So there is the scenario:  Frantic customer, limited budget, nearly out of business, call the SEO guy and expect him to work a miracle for free.  We need a plan.

We start with a plan.  Actually, we start with a plan to make a plan.  But how do plan your SEO?

First, we have to figure out where we are.  How much traffic are we getting?  What is our conversion rate?  How much money are we making from customers?  What are realistic expectations over the optimization period?  What does the link profile look like?  What does the brand awareness look like on social media?

This is also where ongoing conversations with the client are very important, because the conversation may start with I need to get on page one and end with I need 10k in sales per month.  There may be other ways to get there.

After you start to plan your SEO, set realistic goals based on the assessment.  What is realistic?  Doubling traffic is probably not realistic.  It doesn’t mean that doubling the traffic is not possible, it just means that it’s not realistic.  Aiming for a 20% increase is realistic, especially if you can reach that goal month over month.  Where are the bottlenecks?  Is it the traffic or the conversion, or is it the sales?  Find out and set goals.

Next, figure out what you are going to do to reach those goals?  A press release?  Guest posts?  More content?  Infographics?  Videos?  All of the above?  A content strategy entails more than articles everywhere, it means CONTENT everywhere, and that content should be repurposed across as many channels as possible in order to drive traffic back to the client’s site.

That’s the basic blueprint.  Measure, set goals, execute, then measure again.  Planning SEO is not a one time effort, it's a constantly evolving process.  Look, listen, learn.

Photo Credit: pnoeric via Compfight cc


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