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SEO Campaign - How To Plan An SEO Campaign To Gain Higher Rankings

An SEO campaign is an organized collection of tasks that should lead to better rankings on search engines.

If you actively do SEO, you likely engage in SEO efforts, whether you call it that or not.

But what should the process from campaign idea to evaluation look like?

There are generally numerous steps and people involved, therefore careful planning is needed to achieve efficacy and the intended outcome.

Many newcomers to the industry wonder how to conduct an efficient SEO campaign.

Typically, it is part of a long-term strategy with numerous moving parts, such as keyword research, content audit, SEO analysis, on-page optimization, and link building.

The objective is to boost search engine rankings.

64 percent of marketers actively create SEO campaigns because they help achieve multiple key performance indicators (KPIs), such as increasing traffic, helping your website rank for relevant keywords, and increasing conversion rates.

It tends to be a very cost-effective solution for marketers because it allows you to achieve multiple marketing objectives.

A successful SEO campaign strategy might include: Many newcomers to the industry wonder how to conduct an efficient SEO campaign.

Typically, it is part of a long-term strategy with numerous moving parts, such as keyword research, content audit, SEO analysis, on-page optimization, and link building.

The objective is to boost search engine rankings.

64 percent of marketers actively create SEO campaigns because they help achieve multiple key performance indicators (KPIs), such as increasing traffic, helping your website rank for relevant keywords, and increasing conversion rates.

It tends to be a very cost-effective solution for marketers because it allows you to achieve multiple marketing objectives.

A successful SEO campaign strategy might include:

  • Optimizing on-page SEO - This procedure optimizes the internal elements of web pages so that they can be read by users and indexed by search engines with greater ease. Element types include title tags, meta descriptions, H1 tags, and keyword density, among others.
  • Gauging the health of your website - Assessing the health of your website: Using our Site Audit tool, you can see all the issues your domain is currently facing, such as broken links, images without alt attributes, and much more, to help you prioritize your SEO efforts.
  • Competitor analysis - Reviewing what is and isn't working for a competitor is a good place to start when formulating an SEO strategy. Our Domain Overview tool provides site authority, organic search, paid search, backlinks, display advertising, and traffic engagement scores for up to three competing URLs.
  • Keyword research - You should associate specific pages with both primary and secondary keywords.
  • High-quality content - After selecting the appropriate keywords, you should create content that piques readers' interest and drives traffic. If the content does not align with the keywords you've selected, site visitors may leave without converting into customers.
  • Thoughtful link building - Although having a large number of backlinks from other websites can help improve page rankings, the quality of the links from reputable websites is more important than the quantity. You do not want to include links from spammy websites whose sole purpose is to increase their ranking.
  • Social media engagement - Sharing content on various social media platforms can increase your site's traffic and page rank.

Steps You Need To Create The Best SEO Campaigns

Continue reading to learn more about the essential steps you must take to create the best SEO campaigns.

Discover And Prioritize Your SEO Opportunities

The first rule of SEO campaign planning is simple.

If you lack information and data to support your decisions, do not begin.

There are countless potential SEO campaign ideas.

But without research, it is impossible to determine which opportunities merit pursuit and prioritization.

The research you're about to conduct will assist you in estimating the effort required to run any SEO campaign as well as its potential impact.

This idea is exemplified by the Impact Effort Matrix:

Impact effort matrix illustration
Impact effort matrix illustration

Now, because an SEO campaign is defined as a collection of tasks, we'll assume that all the ideas will fall into the two right-hand quadrants.

You need two essential sets of SEO data in order to generate ideas for an SEO campaign and add them to the matrix.

Welcome to keyword research and backlink analysis.

If you have already completed this step, you may proceed to the next.

Keyword Research

Keyword research is the process of comprehending the language employed by your target audience when searching for your products, services, and content.

The next step is to analyze, compare, and prioritize the best keyword opportunities for your website.

Note, however, that planning and executing a campaign involves more than selecting a few keywords and writing content about them.

Here are a few instances where it is worthwhile to pursue an SEO campaign based on keyword data:

  • Targeting competitive keyword phrases
  • Selecting subjects that can generate numerous backlinks (link bait content)
  • This type of content hub creation
  • Creating content templates that can be replicated on hundreds of pages targeting different keywords (example from Wise SEO case study)

To maximize the potential of the majority of these, an outreach campaign must be implemented in addition to content creation.

This is where the second set of data becomes relevant.

Backlink research is the process of determining why websites in your niche link to one another and identifying link-building opportunities for your own pages.

Essentially, it entails gathering all the information necessary to build a robust backlink profile for your website, which should result in higher rankings.

The majority of backlink research stems from an SEO competitive analysis of sorts.

It may take the form of examining websites that link to your competitors but not to you.

It is possible to launch outreach campaigns that should generate high-quality backlinks to your most important pieces of content if you conduct the necessary research and follow the proper procedures.

Any outreach campaign can technically be considered an SEO campaign on its own.

(Ideally, it should be launched immediately following the "content creation" step.)

Set Up An SEO Objective

Do you have a worthwhile SEO campaign concept?

Great!

You should establish a goal for that.

In other words, what should the measurable results of this campaign be?

What do you intend to accomplish?

Everybody's SEO objectives are unique.

In general, however, the four most prevalent ones concern:

  • Increasing sales and conversions from organic traffic.
  • Increasing the search engine visibility (share of voice) of a list of keywords.
  • Better positioning for a highly competitive keyword (to outrank a competitor, drive a lot of traffic, etc.).
  • Acquiring quality backlinks.

If you are uncertain about which objective to choose, these four are always a good place to start.

Moreover, if your time frame is sufficiently long (six months or more), your keyword ranking and backlink objectives may eventually coincide.

The better the backlinks to a piece of content, the greater the likelihood that it will rank well.

And the higher a page's ranking, the more people will naturally link to it.

Once you have determined the campaign's objective, it is time to begin planning.

Outline The Process To Achieve The Objective

Let's now divide the massive SEO campaign into a series of structured tasks.

To achieve this, we will employ the "SEO goals" pyramid concept.

Seo goals pyramid showing 3 different goals in different colors
Seo goals pyramid showing 3 different goals in different colors

In the previous step, it was established the outcome goal and perhaps some performance goals that are immediately apparent, such as the need to build backlinks.

It will now reveal the remaining steps and objectives.

This outreach process may include the following steps:

  • Limit link prospects to only high-quality sites that have the potential to link to you.
  • Find and validate email addresses automatically
  • Have a compelling reason to make contact (e.g., they were missing some SEO stats or included outdated ones)
  • Put everything into a table for automation purposes and/or progress tracking.
  • Create the communication emails
  • Send the communication emails
  • Make follow-ups

The completed SEO goals pyramid can then look like this:

Seo goal pyramid-complete goals in 3 different tiers
Seo goal pyramid-complete goals in 3 different tiers

Also applicable to the other performance objectives.

Now you have an outline of the entire SEO campaign process.

Then, you can begin assigning tasks that will take you from beginning to end.

(Re)write The Content

As discussed previously, the majority of SEO campaigns center on writing or rewriting content.

This content should either rank well on its own in search engine results pages (SERPs) or help your other pages rank by passing link equity from the inbound links to these pages.

Let's examine a few tips that will assist you in (re)writing both keyword-focused and link bait content.

And if you find a good keyword that can be covered in a way that will also attract a large number of backlinks, that's even better; simply combine both strategies.

Writing Keyword-focused Content

Alignment with search intent is one of the most important aspects of creating content that ranks well on search engines.

It is the reason for a search query.

In this instance, the majority of people searching for "seo campaign" are interested in a planning and execution guide.

This updated version does exactly that, which greatly increases its chances of ranking highly.

Providing the correct perspective of the content to the readers is only one of the primary considerations we must make here.

You should already be aware of the type of content that generates the most backlinks in your niche, based on the backlink research you conducted.

That is the simple part.

Creating content that is worthy of links can be quite difficult and often requires significant effort.

In the industry of marketing software, the types of pages that receive the most links are:

  • Industry insights and statistical analyses.
  • Pages landing with no-cost, ready-to-use marketing tools.
  • The statistical pages.

It is nearly impossible to develop such content without the assistance of your data science and engineering teams, with the exception of statistics pages.

However, this also indicates that such content types are scarce.

As a result, having them on your site may result in the acquisition of quality links.

Make your content the best result on the SERP for those links to be worthwhile.

SEO campaigns rarely end with the publication of content alone.

That is half the work.

Equally important to content creation is content distribution that results in link acquisition.

It is even more important for content that isn't designed to generate organic traffic.

Without proper content distribution, all efforts will be wasted.

What indicate by proper content distribution is as follows:

  • Plan a campaign to acquire backlinks and/or exposure from influential individuals in your niche.
  • Promote the content with social media ads in addition to the organic social posts, whose reach is typically limited.
  • Send it to your email list subscribers.
  • Repurpose and repeatedly share your content as social media posts, Quora answers, newsletters, etc.
  • Update your internal links so that readers of your other articles can access them and pages can pass their link equities.

Obviously, the outreach campaign is the most pertinent to the link building point.

You can obtain links by simply exposing your content to a large audience, but a direct email containing a link-building pitch will yield the quickest results.

Monitor The Results

Now that the campaign's tactical execution is complete, it is time to shift into "analytics" mode.

In comparison to the planning and execution of the campaign, this is a piece of cake.

Return to your SEO goals and consider the KPIs and metrics necessary to evaluate the campaign.

Evaluate The Campaign

Initially, it is recommended to take notes during the campaign and immediately after it concludes.

Did everything go as planned?

Can it be replicated?

Can any of the processes be utilized in the future?

What could you do differently next time?

When it's time to evaluate the campaign weeks or months later, you won't remember every detail, so jot down the pertinent information as you go.

If all monitoring and tracking mechanisms are in place, you may discover that your campaign objectives were met earlier than anticipated.

In this instance, weekly payments should suffice.

Anything beyond that frequency is unnecessary.

However, as you are all aware, SEO can be quite volatile, so don't get too excited if you see improved rankings for the first time.

When the somewhat arbitrary date of your campaign evaluation (e.g., ranking in the top three for "SEO statistics" within three months) arrives, evaluate the campaign's historical performance.

If you observe somewhat consistent higher rankings or increased sales over a longer period, you can conclude that the campaign was successful.

People Also Ask

What Makes An SEO Campaign Successful?

There are a few key things to think about when planning a successful SEO campaign. The most important things are to find your audience, understand how SERPs work, do keyword research, improve internal linking, and make high-quality content.

What Two Elements Make Up an SEO Campaign?

Will consist of Onpage SEO and Offpage SEO elements.

Therefore, Onpage SEO refers to any change you make to your website in order to increase its visibility, and Offpage SEO refers to any change you make to your website's external environment in order to increase its visibility.

What Are The Three Core Elements Of SEO?

Site navigation. Internal linking. The URL (per page). Relevant, unique content (per page).

Conclusion

To make a good SEO campaign, you need to be ready to run a marathon, not just run fast for a short time.

To be successful, you need patience, a plan, some insight, and a set of SEO tools that have been tried and tested.

When the right tools are used by the right people, the results can make an SEO campaign a success.

About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

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