2. Increase sales from online sites from natural
search sources in the declining market with
increasing competition.
3. Client has 4 e-commerce domains:
◦ http://www.tmlewin.com.au/
◦ http://www.tmlewin.com/
◦ http://www.tmlewin.co.uk/
◦ http://www.tmlewinshirts.eu
One blog linked from all the above:
◦ http://tmlewinblog.com/
Technology:
◦ CMS: Demandware
◦ Analytics & Tracking: Coremetrics, Levexis
◦ CDN: Akamai
4. Identify potential SEO problems within all
assets
Broken links
Status headers
JavaScript, CSS
URLs structure
Information architecture
W3C Compliance
Meta tags
5. Find keyword opportunities specific for each
region
Which products are in most demand
What do the customers really search for and
buy
Short to medium tail strategy recommended
6. Type of link
Anchor text
Clusters of similar IPs
Link position on the page
Quality (defensibility) of the site link
originates from
Is the page where the link originates actually
indexed?
Asses internal link structure as well
7.
8. Talk to the client - get previous reports, lists
of links developed and understand what has
been done up until now
Listen to the client - to understand their
goals and their current appetite for risk
Use link analysis tool
9. Opportunity Mapping (link
opportunities and topic areas)
•Core customers groups
•Identify key opportunities and
niches to target
•Communication with the client
is key to help understand their
various customer segments
•Objectives: find link
opportunities, identify the
niches, discover topic areas
Competitor Link Profile Analysis
•Spot their weaknesses
•Steal their best ideas
•Do not just replicate their back
links profile
10. Understand who your
competitors really are
(not necessarily the
businesses your client
thinks they compete
against).
Analyse competitor
link profiles - using
the methodology
described in the
previous exercise
Benchmark your link
profile versus
competitors - does
your profile stand out
in comparison to
average figures based
on competitors?
Identify key
opportunities based
on competitor link
profiles (direct and
indirect)
12. Clear and focused link building
Take into account identified weaknesses
(closing natural search gap)
Exploit opportunities (both external and
internal)
Future proof: make links a natural by-product
of normal marketing strategy
13. • Meta Tags
• CSS
• JavaScript
• URLs structure
• Etc.
14. Current snippet in Google results:
How they could look like:
Better CTR, conversions and effectively
rankings
15. Users who engaged with a piece of content
such as an article, forum thread or video on
the site before reaching a product or category
page are 5 times more valuable than users
who arrived directly on a product or category
page.
16. Users who engage with quality content place
more trust in the brand and convert at a
higher rate, purchase more products and
have a greater tendency to make repeat
purchases
Increasing brand trust, improving conversion
rates and encouraging larger sale values are
all vital elements of any digital marketing
campaign
17. Current Blog Snippets in Google results:
With Authorship markup:
Implementation of Authorship markup
◦ 55% better rankings with authorship integration
◦ 36.6% without
◦ 8.1% equal
18. • Social SEO is about engagement!
• Strong relationship between
social shares and links
19. Pruning links profile
Things to change / update:
◦ The anchor text
◦ URL destination
◦ Removal of bad links
22. Research Q&A on Yahoo answers, Quora,
Facebook, Twitter
Search for questions in Analytics data & keyword
tool data
Content Asset Identification
◦ Whitepapers
◦ Long-form blog posts
◦ Mobile Apps & tools
◦ Free resources & downloads
◦ Guides
Identify assets in need of a facelift or just an
update
23. Understand from the client any content
production they have done in the past
Dig through archives of the site
(site:tmlewin.co.uk)
Look for pages with significant amount of
links
Uncover hidden assets (Social Crawlytics)
24. Fill the gap between “the current state” and
“the future state”
◦ Enhance content with more details
◦ Paginate it for better user experience
◦ Add videos, actions steps, screenshots, templates
Objective: Surpass competitor’s content
assets
“Why would someone link to this?”
25. Ensure it is sharable
Brainstorming
Competitor Analysis
Examples / screenshots from competitors
Site structure
Where does content need to go (blog or Q&A)
How should the sections be structured
Design & UI
Interlinking between sections
26. Weekly / monthly content plan
Special events & calendar
Blog calendar
PR calendar
27. Infographics
Articles and guides
Blog posts
E-newsletters
Images – graphics, etc
Polls and surveys
Press releases
Social media content (tweets, statuses)
Video
White papers
28. Identify any guest posts that drive referral
traffic
Could it benefit with updating or enhancing
Important part of brand reputation showing
the ideas and expertise is not outdated
For posts sending most referral traffic plan
2nd links tier building
30. Benefit prospective customers
Create content that helps to attract links
Align closely with Gap Analysis
31. Seek opportunities where nothing more than
the brand name or URL is mentioned
Find places that use your images (TinEye)
Find citations of your content elsewhere
(Copyscape)
32.
33. Take advantage of any link opportunities
from your competitors back link profile
Do not miss any referral / sales opportunities
34. Co-ordinate content calendar with next
month’s blogging targets
Include links to websites that will be next
month’s target
Create highly relevant niche posts
Opportunities
Directly earn links with solid content
Establish credibility to help with outreach
Platform to get the attention of link prospects
36. Bloggers first, webmasters later
Bloggers: new content published
Two step process
◦ Social outreach
◦ Sending emails
Webmasters: secure permanent links on
resource pages
37. How well was the content performing –
published on client’s website and externally
Performance metrics: CTR, referrals, traffic,
sales, ROI
Leverage relationships with influencers,
bloggers, curators, editors, journalists
38. Have we achieved the goals and objectives?
What are realistic targets for next stage?
Any tactics worth replicating?