This guide will help you understand the key elements of a search marketing plan. We start things off by looking at keyword selection, which is one of the earliest things you need to do, and then walk you through competitor benchmarking, how paid-search should work alongside SEO, followed by some detail on agency selection.
Here’s what you can expect to find in this guide:
An introduction to planning
Setting goals for search engine marketing
Keyphrase analysis and selection
What is keyphrase analysis? Why is it important?
Why ‘keyphrase’?
Understanding searcher keyphrase usage behaviour
Time-related variations in keyphrase behaviour
Understanding different types of keyphrases
Grouping and categorising keyphrases
Keyphrase variants
Synonyms
Keyphrase identification and selection process
Keyphrase identification tools
Auditing current performance
Site inclusion
Relative performance
Conversion efficiency for different keyphrases, site sections / product categories
Cost effectiveness of different referrers
Competitor benchmarking
Using advanced search syntax for competitor benchmarking
Measurement and tracking
Search engine marketing strategy selection
What is the right balance of spend between SEO and PPC?
Using different forms of search to target different phrase volumes
Using search marketing to target customers at different points in the buying process
Options for targeting phrases with SEO and paid-search
Search results and ad network for paid-search
Determining your strategic target keyphrases
The impact of affiliate marketing on SEM strategy
Continuous and campaign-based search strategy
Website integration
Which engines to target
Tracking and improving processes
Resourcing
Allocating internal resources
Black, white and grey hats – the importance of ethical SEO
Briefing agencies or internal teams about your SEM requirements
Assessing proposals and pitches
Different fee structures
Selecting the right agency
Download it now, or, see our full Search Engine Optimization (SEO) – Best Practice Guide for this guide (contained within) and other comprehensive information on search marketing.
SEO Strategy and Planning