SEO Strategy€¦ · SEO Strategy 4 Overall SEO guidelines 6 Keyword research 6 Page Types 8 Website structure 9 Navigation bar 10 Footer 10 URL structure 11 Indexation 12 Robots.txt

March 6th, 2019

SEO Strategy Example.com

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Outline Outline 2

Overview 3

SEO Strategy 4 Overall SEO guidelines 6

Keyword research 6 Page Types 8 Website structure 9 Navigation bar 10 Footer 10 URL structure 11 Indexation 12 Robots.txt 13 Duplicate content 14 About Redirected pages 14 About 404 pages 14

SEO for Consultant Websites 15 Homepage 15 Content Pages 17 Optimization of a content post 18

Local SEO 20 Citations 20 Reviews & Ratings 20 Backlinks 20

Optimizing the mobile experience 21 Page Speed Optimization 21 User experience 21 Accelerated Mobile Pages (AMP) 22

Link Development strategy 24

Monitoring 26 Traffic & Conversion 26 SEO monitoring 27 Frequency 28 Reporting 28

Recommendations/Tasks 29

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Overview

Problem statement

Recently launched, jmh-datenschutz.de is looking at ways to increase its organic presence

and reach its potential customers on the German market, more specifically in and around Munich, or in Bavaria in general.

What is this audit about?

This audit is entirely focused on developing the SEO strategy and requirements necessary

for establishing the brand jmh-datenschutz.de on the German market and grow its organic

traffic gradually. The report is based on various research and ideas. It showcases the ideal recommendations to be implemented to reach high SEO performances. We will be looking at:

● Defining an SEO strategy matching the brand’s persona and target users, ● Researching keywords to position the brand as the best answer users can find on

the matter jmh-datenschutz.de is solving,

● Determining an appropriate website structure matching users’ intent, ● Establishing the different page types and necessary technical SEO requirements, ● Identifying a pertinent indexation strategy, serving search engines only with pages

that bring value to the users, ● Suggesting an SEO measurement plan to track success and potential issues over

time.

Challenges

We will need to look at ways to position jmh-datenschutz.de on the local market (extended

to Bavaria). Of course, targeting queries at a national level will not be excluded.

Another challenge is based on the current CMS used in developing the website: Strato.

Does it allow for the necessary customizations matching Google Quality Requirements?

Once we dig in the implementation of the recommendations, we can assess if the current

CMS allows for enough freedom in terms of customization.

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One of the questions we need to answer before implementing big changes is: Does it make

sense to keep the current CMS, or should we initiate a migration to a more customizable

CMS (ex: Wordpress)?

Before launch of the new website

It is highly advised to perform a quick audit and crawl of the final version of the website before it is set live. This allows to identify and fix potential issues which were not detected

during the development. For jmh-datenschutz.de, this should take at most half a day (about

4 hours max.), at best 1 hour.

Website’s purpose

Jmh-datenschutz.de’s aim is to answer the following questions:

➔ What is data privacy? What is DSGVO?

➔ How does data privacy policies impact my business?

➔ Does my business/activity need to comply with the DSGVO?

➔ What do I need to implement the DSGVO?

➔ Who is the expert behind jmh-datenschutz.de?

➔ What are the news around data privacy and the DSGVO?

SEO Strategy To target the right people, to answer their queries and provide them the best answer, you need to define a complete SEO strategy. I would suggest the following:

➔ Target long-tail transactional keywords focusing on conversion, i.e. encouraging

users to contact you to benefit from your services.

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➔ Develop your SEO traffic by targeting your persona and audience through in-depth

content with long-tail informational keywords. This content would have for aim to

also drive conversion to the main section of jmh-datenschutz.de.

➔ Optimize jmh-datenschutz.de’s local SEO presence.

➔ Provide a seamless mobile experience to your audience to match Google

optimization requirements, and an SEO-edge over your direct competition.

➔ For later: define a website promotion strategy (a.k.a. off-page strategy) to garner

backlinks from authoritative sources in your industry helping to increase your

rankings.

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Overall SEO guidelines

Keyword research Keyword research is important to target the right audience with the right content, to answer searchers’ interrogation and match their initial intent. We want to make sure we’re approaching them at the right step in the marketing funnel:

Source: https://moz.com/beginners-guide-to-content-marketing/marketing-funnel

In our case, we want to attract users at the first three stages: discovery, consideration and conversion. To do so, we will make sure to target 2 types of queries:

➔ Transactional intent, i.e. people aiming to buy a product or service. Targeting such

queries will help conversion.

➔ Informational intent, i.e. people looking for an answer, getting more information

about a certain topic. This will be used to find content ideas for the in-depth section

of the website.

Targeted keywords can be grouped within the following categories:

● Local: keywords with the intent of finding a service provider in a specific

county, Länder, region, or city.

● Regulation: looking for specific laws and regulations around the DSGVO and

data privacy issues.

● News: usually contains a specific year in the query, or the intent is to know

how evolved the law and its requirements.

● Business Type: all queries related to the application of the DSGVO for a

specific business type.

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● Person Type: mostly concerns queries surrounding the data privacy for

employees and private persons.

● Service: all keywords related closely to the service you are offering to your

customers. This also could be a source of inspiration for future

service/product you might want to offer.

● Formation: questions surrounding data privacy trainings and certificates.

● Question: all questions related to the data privacy theme, but which is usually

not possible to include in one of the keyword categories above. It also include

questions about data privacy for specific tools (ex: CRM, Google Analytics,

etc.)

I could notice that many potential keywords you could target are related to templates

(Muster) for imprints and other texts. However, I decided not to include them into the mix as

of now. It seems such queries have a high potential of conversion and could bring you lots

of traffic. However, I would rather focus on your main activity, that is data privacy

consulting.

In the keyword research file, you can see that keywords answer to two types of intent:

● Informational: people are looking for an answer to a question without the

intention to buy a product or service,

● Transactional: people are searching to buy, directly or indirectly a product or

service.

To target the various keywords intents, we will be working on optimizing:

1. Content, in-depth posts and Q&A for an informational intent,

2. All pages related to your activity for the transactional intent.

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The optimization will be built around the following fixes: page structure and headings, internal linking, URL structure, meta-titles and meta-descriptions, outbound links and overall context. Page Types To tackle the audience right and answer to its interrogations, defining page types and their aim is paramount. Each page type has an end goal to accompany the users towards

conversion, depending on the stage the users reached jmh-datenschutz.de.

I suggest the following page types, divided in 3 axis:

Homepage

For your business/activity

Per type (main page)

Per type (detailed)

Case Studies

In-Depth posts

Around the DSGVO

News

Regulations/Legal

Glossary

Simple Q&A (FAQ)

Our Service

Who is jmh?

Service Offer

Cost

Contact

Templates (freemium)

References

Each page type answers to a specific intent, guiding users towards consideration and conversion. To understand what intent are targeted for each page type, it is important to understand how they are defined:

➔ Homepage: includes brief information, internal links to deeper pages and a

Call-To-Action to get in contact with jmh

➔ Per type (main page): existing page (‘für Unternehmen’ and ‘für Vereine’), as

hub page, to show the focus of jmh

➔ Per type (detailed): defines and shows examples of data privacy issues for

various business/activity types (uncovered through the keyword research)

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➔ Case Studies: based on existing clients or public case studies to demonstrate

the necessity of enabling data privacy protection

➔ In-Depth posts: various long posts answering technical questions and

proving your expertise in the field

➔ News: news around the theme of data privacy in Europe, Germany and

possible impacts on businesses/activities

➔ Regulations/Legal: legal texts and decrees. Brief text explanations can be

made but is not necessary

➔ Glossary: aims to explain technical terms around the DSGVO and data

privacy policies

➔ Simple Q&A (FAQ): Q&A on simple interrogation from potential clients.

Questions partly come from the keyword research.

➔ Who is jmh?: who are you, what is your background, what is your brand

➔ Service Offer: list of services provided to the clients

➔ Cost: if possible, a range of price per business type/size.

➔ Contact: contact form and Call-To-Action

➔ References: clients & press references

➔ Templates (freemium): uncovered from the keyword research, many users are

looking for templates. It could be interesting to see how this can be used in

the scope of your activity. We could think of a freemium-based section (to be

discussed further).

Website structure A properly optimized website is a website where all your important pages are about 3 clicks away starting from the homepage. This is true for the users, but also for search engines: simply put, the more they have to “click” to reach a page (i.e. crawl the website), the less value a page has.

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Your most important pages are the one that accomplish the goals:

● To inform users: in-depth content, Q&A, case studies, etc.

● To discover: news, regulations/legal matters, etc.

● To convert: homepage, about me, contact, etc.

The suggested website structure is:

Navigation bar The navigation bar helps both users and search engines by showing off which parts of the website are your priority and needs to be focused on. My suggested navigation bar is:

Footer The footer includes the most basic features and links:

● Unsere Leistungen

● Über uns

● Kontakt

● Sitemap: link to a HTML sitemap

Logo Für Für Case Around Contact Our

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● Impressum

● Datenschutzerklärung

The weight of the footer is source of disagreements in the SEO world. I wouldn’t focus on it too much for now. This could be an initiative to look at and test at a later stage. URL structure

The URL structure is an important factor for searchers arriving on your website. Having an

user-friendly, short, readable URL helps tremendously searchers identifying what the page

and website would be about, giving a bit of unconscious “trust-signal”.

In our case, all URL should be easily readable, that is not being capitalized. However, before

changing any URL to the correct format, it is important to ensure it doesn’t impact

negatively the website performance.

For example, the URL “https://www.jmh-datenschutz.de/DATENSCHUTZ-FUeR-

UNTERNEHMEN/” could become “https://www.jmh-datenschutz.de/datenschutz-fuer-

unternehmen/” or “https://www.jmh-datenschutz.de/fuer-unternehmen/”.

My recommended URL structure:

● Homepage: jmh-datenschutz.de

● Per type (main page):

○ Companies: jmh-datenschutz.de/fuer-unternehmen/

○ Associations: jmh-datenschutz.de/fuer-vereine/

● Per type (detailed):

○ Business Type: jmh-datenschutz.de/fuer-{business_type}/

○ Person Type: jmh-datenschutz.de/fuer-{person_type}/

● Case Studies: jmh-datenschutz.de/case-study-title/

● In-Depth posts: jmh-datenschutz.de/in-depth-post-title/ 1

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● News:

○ Individual News Post: jmh-datenschutz.de/aktuell/post-title/ 2

○ Category Page: jmh-datenschutz.de/category/ 3

● Regulations/Legal: jmh-datenschutz.de/gesetze/law-name/ 4

● Glossary: jmh-datenschutz.de/wissen/ 5

○ Individual page: jmh-datenschutz.de/wissen/defined-word/

○ Letter page: jmh-datenschutz.de/wissen/A/

● Simple Q&A (FAQ): jmh-datenschutz.de/shorten-title-question/

● Who is jmh?: jmh-datenschutz.de/ueber-uns/

● Service Offer: jmh-datenschutz.de/unsere-leistungen/

● Cost: jmh-datenschutz.de/kosten/

● Contact: jmh-datenschutz.de/kontakt/

● References: jmh-datenschutz.de/unsere-referenzen/

● Templates (freemium): jmh-datenschutz.de/templates/template-name/

1 : a dedicated folder could also be created to gather all in-depth posts within a common

term, such as “analyse” or “focus”, etc.

2 : I defined the naming “aktuell”, but it could be another name of your choosing.

3 : the URL structure could also include the “aktuell” folder, if not possible otherwise.

4 : I defined the naming “gesetze”, but it could be another name of your choosing.

5 : I defined the naming “wissen”, but it could be another name of your choosing.

Indexation For any website, not every single page has great value for the user. In Google’s opinion, if a page doesn’t bring value, it shouldn’t be served to its index and be searchable on its search engine. Hence, there’s the possibility to indicate that we want a set of pages or single page to be added to their index or not.

In the case of a consultant website, most of the pages are of high value for the users.

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However, given the website includes a blog section, some of the pages created

automatically, we need to inform search engines that the following pages shouldn’t be

indexed:

● Category pages

● Tag pages

● Archive pages

To do so, there are multiple ways:

● index / noindex meta tag on individual pages

● XML sitemap:

○ Include only the pages that you want indexed and discovered easily by

Google

○ The sitemap should be submitted to Google Search Console.

● Robots.txt file

○ Allows the Googlebot to crawl the pages you want to be discovered, not

necessarily to index them.

Robots.txt Your robots.txt file can be adapted to:

User-agent: *

Disallow: *meta_robots-noindex

Sitemap: https://jmh-datenschutz.de/sitemap.xml

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Duplicate content One main quality signal for websites is the presence of duplicate content or near-duplicate content. Having a big number of duplicate content that is also indexed can raise a red flag to Google and penalize your website for it.

One of the best example is the homepage which can be accessed via 2 different URLs:

https://www.jmh-datenschutz.de/STARTSEITE/ or https://www.jmh-datenschutz.de/.

The issue of duplicate content could be source of more concern when more content is being

added to the website. This should be carefully monitored and fixed in the next months.

The current main issue in regards to duplicate content is associated with multiple domains

having the exact same content:

● https://jmh-datenschutz.de/

● http://jmh-datenschutzberatung.eu/

● http://jmh-datenschutzberatung.de/

To resolve the issue, you should redirect the secondary domains to the main domain.

About Redirected pages Every time a page is redirect to another content-matching page, it should be via a ‘301 Permanent Redirect’ status code, if indeed the redirect is intended to be permanent. About 404 pages 404 pages are pages that are not existing. Despite not existing, it is a common thing for any website to have such pages type. In order to take full advantage in the case it happens, it’s important to customize such page by adding a link to the homepage and possibly customize

to lead users to the pages that matter. For example: “The content you’re looking for doesn’t

exist. Learn now how the DSGVO impacts your company or association.”.

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SEO for Consultant Websites

Homepage The homepage is one of the main page SEO-wise as it, usually, aggregates the most of the

link equity, which needs to then be diluted to the other important pages of jmh-

datenschutz.de

Meta-title & description Both elements need to catch the attention, give a first impression of what your brand and vision are. My suggestion:

Title: “Ihr externer Datenschutzbeauftragter für München und Umgebung”

Description: “Als externer Datenschutzbeauftragter setzen wir die DSGVO für Unternehmen

und Vereine für München und Umgebung um. Kontaktieren Sie uns! »”

Whenever you need to rewrite meta-titles & description, don’t forget about the limited length of each. In doubt, you can always use an online tool, or the integrated tool from the SEO plugin. Remember to be consistent in the way your meta-titles & descriptions are built. In the same way, you need to define from the beginning what is the proper font branding:

jmh-datenschutz?

jmh datenschutzberatung?

JMH datenschutz?

...?

Length restrictions are:

* depends on the characters width Despite the difference in length limitation, I recommend optimizing for mobile first as this could be your first source of organic traffic. If that isn’t the case, we’ll be looking at adapting this at a later stage.

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Also, some guidelines about meta-titles & descriptions:

● Not all capitalized (except the brand name, if that’s how you defined it)

● Should encourage searchers to click

● Be emotional, get the searchers curious

● Include your targeted keywords

● Be user-friendly and click-friendly

Headings It is important to respect a logical page structure using headings (h1, h2 and h3) to identify the different sections of the page. Some rules to respect:

● Only one h1 per page ● Follow a logical structure: h1 > h2 > h3 ● Each heading is unique

Internal links The homepage is the most important page of your website. It usually gathers most of the backlinks and this is usually the page that has the highest authority in your website. In order

to “pass around” and transfer a share of this authority to other important pages of jmh-

datenschutz.de (ex: in-depth content, Q&A, news, regulations, case studies, etc.), we need

to add links to the pages that matter.

To define the pages that matter, we’re looking at: rankings, keyword search volume and competition, current traffic, user engagement, etc. There are multiple ways in adding internal links, as various sections:

● “All you need to know about Data Privacy”

● Links to case studies

● Links to news on data privacy

● …

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Call-to-action As we want users to get more information about data privacy policies eventually convert (i.e. contact you to benefit from your expertise), a good user experience practice is to include a call-to-action (CTA) guiding users to the next step in the marketing funnel: from discovery to consideration then conversion. The CTA can be:

● A button to the contact form

● “Understand your needs in data privacy” (⇒ case studies, )

● “Comply with the DSGVO for your business” (⇒ Q&A, in-depth content)

● “Get informed on the DSGVO” (⇒ news, regulations)

● ...

Content Pages It’s important to differentiate the content page types:

● Case studies

● In-Depth Posts

● News

● Regulations

● Glossary

● FAQ

It is important to denote that some of the content pages will target technicalities

(regulations, in-depth posts, case studies), while other will be more superficial (FAQ, News).

Both page types answer to a different intent. The first one rather concerns the

Consideration stage of the marketing funnel, while the latter relates to the Discovery stage.

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Optimization of a content post Meta-data The approach for the meta-titles and descriptions for the content pages will be a bit

different than for the homepage as we’re targeting searchers using an informational query,

i.e. looking for an answer to a question as an information, vs. your service.

The meta-title and descriptions will reflect this approach:

● Meta-title: “{main topic with shorten title} | jmh-datenschutz”

● Meta-description: “{Short snippet on what users can expect to read and the

answer they will have}”

Note:

● It is recommended that the meta-title is different than the content title; more concise, direct, turned as a question, more click-friendly.

● Provide the beginning of an answer in the meta-description without revealing the whole answer. Use emotional call-to-action, push engagement.

● Include your primary keyword in both the meta-title and the meta-description Headings Page structure is essential for a perfectly optimized content:

● Follow the logical structure h1 > h2 > h3, ● Include your targeted search phrase in the h1, ● Each heading introduce an idea that is developed in the following paragraph

Call-To-Action (CTA) While we’re targeting informational queries and answering questions searchers have, we also want to make sure this traffic is not “going to waste”, i.e. we can take advantage of this traffic and get these users to contact you. To do so, you need to include some hints in the content encouraging your users to browse your website and explore your service. To help them you can:

● Add internal links within the content to specific, topic-related pages

● Add sections within or next to the content:

○ Related content

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○ Top content

Breadcrumbs Breadcrumbs on content pages has the same effect than on shop pages, i.e. diluting link equity to important pages.

For blog posts, breadcrumbs should be as follow:

Home > Blog > Blog Category > Blog Post Name

To ensure your content is perfectly optimized, you can always follow this On-Page SEO checklist which will help you transform your content to an optimized for search one, as well as the Anatomy of a Perfectly Optimized Content.

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Local SEO

There are 4 axis of development to improve your local search performance:

Citations

Ensure your site features on citation sites and online business directories. Not only will this

help customers find your business, but featuring your company’s name, address, phone

number and website URL (i.e. NAPW) on citation sites and adding extra information to

business directories will help improve your search rankings.

Reviews & Ratings

Genuine, honest reviews are critical both for showcasing the quality of your service and for

sending signals to search engines that your site and service are trusted and useful. The

amount of reviews you receive, the overall quality of the reviews and the authority of the

review sites themselves are all important factors for local search rankings.

Backlinks

Naturally obtained backlinks from well-regarded websites help search engines recognize

your site as a trusted source of information and boosts the ‘prominence’ aspect of the local

search algorithm. Links from local newspapers, bloggers and business associations, as well

as citations, can all help improve your search visibility. More on the Link Development

Strategy in a few sections below.

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Optimizing the mobile experience

Optimizing the mobile experience for your users is critical nowadays, knowing than more than 50% of all searches on Google are done via mobile devices; this is even more essential

for consultant websites and for jmh-datenschutz.de where the target audience is modern

and always on-the-go.

Despite the mobile experience and overall mobile page load time not being ranking factors for Google, having a mobile optimized version of your site is a good quality signal towards

your users, improving their user experience and perception of the brand jmh-

datenschutz.de.

Page Speed Optimization On mobile, page loading speed is paramount. Whether it be on the current or the new website, there is a clear need to optimize speed. A quick speed audit of the current website reveals you need to particularly pay attention to:

● Enable gzip compression

● Minimize redirects

● Defer parsing of JavaScript

● Leverage browser caching

User experience Content Make your content as easy to read as possible, there are multiple points to consider:

● Use at least 14px font (I prefer 15 or 16)

● Use short paragraphs (1-2 lines per paragraph)

● Go with a line length between 50-60 characters

● Make sure there’s tons of contrast between text and background (people use

phones outside, which can make low-contrast text harder to read)

● Have clear CTA design

● Make header images really small

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Accelerated Mobile Pages (AMP) In the last years, Google introduced a webpage format to help users load pages faster on mobile: Accelerated Mobile Pages (AMP). By implementing this technology, we’ll be looking at increasing conversion and content consumption.

Mostly used by publishers it also helps ‘portfolio’ websites to increase their rankings and

overall performances. It could be interesting to look at how AMP can improve conversion on

mobile.

Implementing AMP on jmh-datenschutz.de would be focused on the content section,

potential first point of entry of most of your users. The content, on mobile, would then have

a lighter design but faster load time. The challenge would be to ensure an appropriate CTA

is in place.

AMP seems to be the best solution to improve load time on mobile websites and also user experience, traffic and positions, but it has a few drawbacks:

● Pro’s: ○ It improves mobile ranking: while AMP is not an official ranking factor, Google

is positively pushing AMP content in the mobile results because they have a positive influence on load time;

○ It improves load time: AMP aims to speed up mobile website performance. Page load time decreases to less than 1 second, giving 4 times faster page load. AMP pages are fast, lean and minimalist to avoid users to wait for a result. It has a positive influence on bounce rate and traffic;

○ It improves server performance: AMP helps reducing the load on your servers and improve their performance.

● Con’s ○ It has a small set of HTML, javascript and CSS: customization is limited and

you cannot add features or widgets. Insertion of dynamic script is also limited;

○ Images are done with lazy load functionality meaning they will load only when you scroll down to them;

○ It is hard to switch back: while you can still do a 301 redirect, it can be more difficult to return to normal if needed.

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Implementation While this is something that could tremendously increase your performance coming from

mobile traffic, I would only focus for now on the content section of the website. From this,

we would try to “guide” users into browsing and eventually converting.

As the priority is to develop the website fully, implementing AMP could be done at a later

stage to test if the impact on your traffic is really possible.

You have different ways on implementing AMP to your site, either you hand-code it or use a

plugin.

● If you decide on hand-code it, you can follow Google’s guidelines.

● If you want to use a plugin, there are multiple ways: here, here or here.

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Link Development strategy

The first step in your Link Development Strategy (aka Link Building strategy) is to understand and answer to the following:

1. Current performance:

a. Who is linking to you?

b. Which website type is bringing you more traffic (referral)?

c. In what context are they linking to you?

d. To what page?

e. Does it bring value? (user engagement/conversion)

2. Your audience:

a. Who are they?

b. Where are they consuming content directly related to our product?

c. Where are they consuming content indirectly related to our product?

d. What type of content do they expect?

e. What question do they want to be answered?

f. When are they consuming content (seasonality)?

g. What part of my website would bring them the most value?

Answering these questions will help define a clear strategy and a set of tactics that can be used to acquire backlinks. To define a proper link development strategy, you need to define the following:

❏ Website topic you’d like to target

❏ Website’s authority range you’d like to target (Domain Rating by Ahrefs, for

example)

❏ A varied set of tactics to be employed

❏ What page type you’d like to promote in priority

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❏ A monthly backlinks target

While developing a Link Development Strategy shouldn’t be forgotten as it contributes

greatly to establish your authority and trust in your industry on the long run, this has, as of

today, a lower priority in my eyes as there are other more technical and content-related

issues that need to be fixed.

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Monitoring

Traffic & Conversion

Google Analytics setup To make informed decisions it is important that all monitoring tools are setup properly, that’s also the case of Google Analytics. Those are the main measures to consider:

● Link the Google Search Console property to the Google Analytics property to access

all analytics data directly in one tool.

● Exclude the traffic coming from the IP of jmh-datenschutz.de’s office and all people

working on the website.

● Conversion tracking

● Goal tracking

● Event tracking

Tracking Tool: Google Analytics Segment: organic Time range: bi-weekly or monthly KPIs:

1. Traffic

○ Total users

○ Total sessions

○ Total pageviews

○ Average session duration

○ Bounce rate

○ Share of organic traffic from total traffic

○ Sessions on top-10 landing pages

2. Conversion

○ Clicks on “contact me” button

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○ Visits on “contact” page

○ Number of emails received from the website (click on “send” of contact form)

+ number of emails from website via email address

SEO monitoring

Understanding how you perform in SEO doesn’t drill down only to revenue. To this you should add traffic performance, user behavior and engagement on your content, rankings, pages indexation and backlinks. A differentiation needs to be made between desktop and mobile too.

Having a good understanding of each metrics and its impact on your SEO performance is necessary to reach suitable decisions. Tracking

Tools: Sistrix, Google Search Console

Time range: week-over-week

KPIs:

● Sistrix

○ Sistrix visibility index

○ Keyword count

○ Ranking changes

○ Ranking distribution

○ Top-10 ranking

● Google Search Console

○ Clicks

○ Impressions

○ CTR

○ Average position

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Frequency

As the website is new, we will be monitoring the SEO performance on a monthly basis for

the first 4 to 6 months. In the eyes of Google, a new domain needs to “prove” its authority

and credibility in order to be considered as such, and this can take time. After the initial

period, we will define an appropriate monitoring frequency and come up with actions to

take to improve rankings and organic traffic.

Reporting

To track success and potential issues efficiently, it is essential to come up with a reporting system. I use Google Data Studio, a free tool allowing anyone to visualize data coming from multiple sources.

This tool allows anyone to understand easily what are the key pain points and successes.

I offer to take care of the reporting for you to have access to all the KPIs that matter to you.

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Recommendations/Tasks It is important to consider that not all of the SEO recommendations will influence directly the defined KPIs. Most of the recommendations will have, of course, an impact on the rankings hence higher traffic (and conversion potential), but also indirect influence on other KPIs. Complexity and Priority is ranked from 1 to 5; 5 being the highest score.

Domain Task Complexity Priority

Overall SEO Adapt URL structure for all pages 2 5

Technical SEO Redirect old URLs to new URLs 1 5

Technical SEO Redirect secondary domains to main domain 1 5

Overall SEO Homepage: implement logical page structure with headings 2 5

Overall SEO Homepage: add internal links & corresponding CTA 3 5

Content SEO Fine tune the overall Content Strategy 5 5

Technical SEO Fix duplicate content issues & redirects 3 4

Overall SEO Write targeted meta-titles & descriptions for all pages 3 4

Mobile SEO Optimize page speed with recommendations from speed audit 5 4

Overall SEO Set correct indexation settings for all page types 3 4

Overall SEO Adapt robots.txt file 1 4

Overall SEO Upload robots.txt file 1 4

Overall SEO Adapt navigation bar 2 4

Local SEO Fine tune the overall Local SEO Strategy 4 4

Overall SEO Adapt footer links 1 3

Monitoring Setup Google Analytics to track all important metrics & KPIs 4 3

Monitoring

Setup Google Tag Manager for easy implementation of technical

tracking 4 3

Off-Page SEO Define Link Development Strategy 4 3

Overall SEO Fix indexation issue in Google Search Console 3 2

Overall SEO Create customized 404 page 3 1