This document provides an agenda for an SEO planning discussion. It will cover SEO planning, strategy, and implementation. Specifically, it will discuss how SEO can provide visibility and website traffic. It will also address understanding customer intent, developing an SEO strategy based on business goals and target personas, competitive analysis, and setting objectives for metrics like traffic, sales, and lead generation.

1. MKT 420
Week 2

2. Agenda
• SEO Planning
• SEO Strategy
• SEO Implementation

3. SEO Planning
• What can SEO do?
• In a nutshell, two things: Visibility and Website
Traffic

4. MKT activities and ROI

5. Visibility
• Halo effect
• I saw it on Google; It’s true/good/best…
• Getting a product or organization to top of SERP is
project marketing that produces results—ROI is
implied. Agree? Disagree?
• Visibility as first step in building a brand

6. Website Traffic
• Build and they will not come
• Build it, make it discoverable via search, and they
will come

7. SEO is Strategic not Random
• What is the organization trying to achieve?
• Who is target market? Target persona?
• Brand identity
• Website structure and content
• Ease of use/calls to action
• Editorial capabilities
• Competition

8. Key to effective strategy is understanding
customer/searcher
• What is their intent? Navigational? Informational?
Transactional
• How do you know?
• Via the way they search
• Key to great keyword analysis is getting inside the
head of the customer/searcher—this is not a skill
that is developed overnight!

9. SEO is competitive
• Feels like a game if done correctly
• Not farming—hunting
• SWOT is crucial to process
• Competitive analysis is also key

10. SEO Objectives
• Raw Traffic
• Sales
• Mindshare/Branding
• Lead generation/direct marketing
• Reputation management
• Ideological influence