The Work. How we get you there 
SEO is a unique mixture of marketing analysis and technical know-how. A successful longterm SEO campaign is based on the initial analysis of the market, customer search behaviour and keywords. Rushing into SEO without an in-depth understanding of the market place will result in wasted resources and money and will not generate the required ROI. Below is the Place1 schedule of work for a typical SEO campaign and the outputs. All the tasks are ongoing and are revisited every month as part of SEO process.
Schedule of Work
1. Market and competitor analysis
A full and extensive analysis of the internet market including estimated searches available, estimated click throughs and conversions plus potential ROI for a SEO campaign. The analysis also includes a look at what competitors are doing in relation to SEO and what the main aim of SEO will be (sales/traffic/branding/control).
2. Customer search behaviour analysis
An analysis of how the target customer uses the search engines and websites in relation to the products or services. Includes research into benchmark and long-tail keywords and conversion behaviour.
3. Site Audit
An audit of the website to be SEO’d to determine what initial optimization work of the structure and content must be done.
4. Keyword analysis
A thorough analysis of all keyword variations related to the products or services and the benchmarking of the specific keywords and strategies for long-tail keyword targeting - taking into account the customer search behaviour and competitors.
5. SEO plan development
The SEO strategy is planned taking into account what is being promoted, the target market, the brand, the website structure, current site content, the competitive market, budget and the potential for new content.
6. Setting SEO benchmarks and metrics
The benchmarks and metrics are set with timelines in order to be able to effectively measure the SEO campaign. A baseline from which to measure from is chosen from current stats before SEO is commenced.
7. Site and content optimization
The optimization tasks identified by the Site Audit are implemented.
8. Site upload and submissions
The new optimized site goes live and is submitted to the relevant directories.
9. Link building
The link building campaign begins.
10. Tracking and reporting
Apollo begins tracking every rank related movement of your website, recording every search, click through and conversion as it happens. Additionally thorough and easy to understand monthly reports are emailed to clients.
Work Output Example PDF's
- Market & Competitor Analysis
- Keyword & Customer Search Behaviour Analysis
- Site Audit
- Content optimization
- Monthly Tracking reports
