SEO Strategy Proposal for TM Lewin -

1. SEO 2013 Project Plan

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

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)

11. SEO
PPC
PR
Social

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

20. Typography
Readability
Spelling / Grammar
Shareability
Keyword Use
Copyscape report
Social media shares

21. Reviews –
implementation,
incentivisation
Q&A section /
Q&A on product
pages
Consideration of
Forum
Blog posts, in-
depth content
reviews

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

29.  Link salvage
opportunities
 Legacy
subdomains

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)

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

35.  Identify links opportunities
 Evaluation
 Researching prospects
 Contacting prospects
 Content writing
 Facilitating publication

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?

39. Questions?