Implementation


SEO Process Implementation


We’ve walked through each step of the SEO process for you already, but in order for you to get the best results, your SEO consultant will put them all together in a way that makes sense. There’s an art to getting you the outcomes you want to see on the search engine results pages, and designing and implementing an effective SEO plan is the first and most important step. From there, many of the steps happen simultaneously, or happen throughout the implementation process. It’s important to keep an open mind and to be flexible during the implementation process. Read on to find out what will happen when you hire an SEO agency or consultant to manage your search engine strategy.

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Implementation

Needs Analysis

When a company wants to rank higher on the search engines results page, the first step is to determine the goals of the organization. This often looks like a formal business plan, because you need to know where you want the company to go and what barriers exist to getting there.

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Implementation

Keyword Analysis

A keyword analysis can be one of the most important things you do for your website—and your business. It dives deep to look at the words people are using to search for businesses like yours and what the competition looks like for those words and phrases. It can also determine the costs involved in boosting your businesses higher on the SERPs.

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Implementation

Branding

Branding and establishing brand authority is the next step in implementing a quality SEO plan. But branding is much more than just creating a logo that your audience can identify. It’s about establishing a voice, a vibe, a feeling that others will grow to know, like and trust and that your audience will remember.

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Implementation

Website Creation & Optimization

As you begin to implement your SEO strategy, creating a user-friendly, optimized website is critical. That’s the whole purpose behind this process—to get your website noticed by search engines so your audience can find you.

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Implementation

Web Content

Quality website content is one of the keys to an SEO implementation plan. We’ve said it before that search engines are looking for quality content on your website. And when your content isn’t optimized with keywords, H-tags and other vital tools, search engines can’t find you. Which means your audience can’t find you either.

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Implementation

Submission to Search Engines

Major search engines use tools to crawl through the Internet looking for relevant websites, so people many believe it’s not necessary to submit sites to search engines. But we believe that there are a few key reasons why this is still a good practice.

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Implementation

Tracking & Analysis

As with any part of businesses, you’ll want to track and analyze your SEO efforts. Your SEO agency will have standards in place to measure the success of the implementation plan and should share that information with you on a regular basis. This will help you determine what your return on investment dollars is with respect to SEO.

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Implementation

Re-Deployment

As we’ve said before, SEO work is never done. When your SEO implementation is complete and you’ve analyzed your results, you should immediately set new goals. Keeping on top of the latest in SEO strategy will help you stay on top of the competition. If you don’t, your business becomes stagnant and your website falls off the results pages.

Implementation

Step 1: Needs Analysis

When a company wants to rank higher on the search engines results page, the first step is to determine the goals of the organization. This often looks like a formal business plan, because you need to know where you want the company to go and what barriers exist to getting there.

A full needs analysis looks at your budget and what you’ve done for your online presence to date. It identifies who your audience is and how the market and pricing helps them to make a purchasing decision. You also need to know where you’re starting on the search engine results pages and where your website traffic is coming from. So a needs analysis will use Google analytics and other tools to take a look at where those visitors originate and what they’re doing once they get to your site. Are they sticking around and reading the content or are they bouncing off the page because your site wasn’t their intended destination?

Finally, a needs analysis involves taking a look at the personality and make-up of your business and how and when you can institute changes in your SEO strategy. Sometimes, this can be done in-house. Often, it cannot due to the expertise of employees and contractors and the time and cost involved. To truly implement an effective SEO strategy, you need a great deal of time in your pocket and resources in your toolbox.

An effective needs analysis is also something that won’t end here. The entire SEO process is about evaluating, trying, evaluating again and trying something different. Don’t develop an SEO plan, then implement it as-is whether it’s working or not. Instead, look at it closely throughout the process because you can (and should) modify it as you go.

Step 2: Keyword Analysis

A keyword analysis can be one of the most important things you do for your website—and your business. It dives deep to look at the words people are using to search for businesses like yours and what the competition looks like for those words and phrases. It can also determine the costs involved in boosting your businesses higher on the SERPs.

Look at it this way. If you’re a niche producer of athletic shoes, using a phrase like “running shoes” will not get you very high on the search results. Why? You’re competing with a host of other shoe manufacturers, some of which are worn and heavily marketed by professional athletes. These companies have seemingly unlimited budgets and will beat you on the SERPS every day of the week. It’s a classic case of David vs. Goliath, but where David isn’t likely to win, unless he has an unlimited budget and years to spend playing the SEO game. Instead, take a look at what you have to offer that’s unique and target your keywords there. “Customized running shoes” or “boutique running shoes in Atlanta” will get you better results, especially if Atlanta is one of your target audiences. Take some time to choose the best keywords to target. There are a number of tools available to help truly analyze the best words for your business.

Once you’ve determined the best keywords and keyword phrases to use, you or your SEO consultant will use these words throughout your website—in your copy, in your titles, on your images, in your meta descriptions. Anywhere possible, within white hat practices, you need to utilize your keywords. Of course, there’s an art to using keywords for optimal SEO. Do your research and stay clear of black hat techniques. Not only will they not give you the results you’re looking for, you’ll get a reputation in the online world for not being a responsible website owner.

Step 3: Branding

Branding and establishing brand authority is the next step in implementing a quality SEO plan. But branding is much more than just creating a logo that your audience can identify. It’s about establishing a voice, a vibe, a feeling that others will grow to know, like and trust and that your audience will remember.

When implementing an SEO strategy, your branding needs to be spot-on. Check out your competition to see where their branding is and to help you to identify who your audience is. This will help you narrow down your mission and your goals so you can better target your products and services. But be careful. The company you think is your competition may be targeting a very different audience than what you want to attract. So really think about who you want to work with.

Then, become an expert and get your ideas, some value, out online. Whether it’s blogging on your own website, guest blogging, participating in webinars and podcasts or being a part of speaking engagements. Whatever it takes to get in front of your ideal client and key influencers in the field. Any SEO agency should help you through this process or refer you to someone else who can.

Of course, your employees can’t help you reinforce your voice and your passion if they don’t know where you’re coming from. Be sure to educate your staff and contractors about your values and what your business goals are. This is a vital part of the process, especially if your staff members are in contact with customers on a regular basis.

Step 4: Website Creation & Optimization

As you begin to implement your SEO strategy, creating a user-friendly, optimized website is critical. That’s the whole purpose behind this process—to get your website noticed by search engines so your audience can find you.

Chances are you’re not a website developer. And while it is possible to go it alone and develop your own website, it’s not going to be of the same quality or depth as if you work with someone who’s an expert at website development.

Finding the right website developer is important because they need to understand your strategy and your business. And just as important, they need to know how to optimize your site for the best user experience possible. An SEO implementation process includes this and so much more.

This is also where the creative process comes into play. Your visuals should be branded to who you are as an organization and include all the necessary elements for SEO. So, the file name and alt-tags need to reflect your keywords from day one of development.

Step 5: Website Content

Quality website content is one of the keys to an SEO implementation plan. We’ve said it before that search engines are looking for quality content on your website. And when your content isn’t optimized with keywords, H-tags and other vital tools, search engines can’t find you. Which means your audience can’t find you either.

Too many websites still use black hat techniques of stuffing keywords into website copy. Instead, copy should be rich in keywords, but only when they naturally fit into the flow of the content. And of course, content needs to be original, and not repurposed from elsewhere on the web.

In an implementation plan, your SEO team will create compelling content that matches your brand and sells your product or service. The pages that rank higher in most search engines have longform text, of about 1,500 to 2,000 words. Your audience isn’t going to read all of this, but it does well on SERPS so it’s good to have. Your polished longform content is then loaded onto your website and formatted to be readable and search engine friendly.

Step 6: Submission to Search Engines

Major search engines use tools to crawl through the Internet looking for relevant websites, so people many believe it’s not necessary to submit sites to search engines. But we believe that there are a few key reasons why this is still a good practice.

First, it takes time for search engines to find a new website. If you’re ready for results—now—then it’s a good idea to share your site. And if you’ve made significant changes to your site, you will want to have those changes reflected in the search engine. These are both great reasons to submit your website to Google, Yahoo and Bing. Of course, your SEO partner will wait until your website is done and you give the go-ahead.

When submitting to search engines, you’ll use a sitemap. This isn’t quite the same as the sitemap you started with when you were deciding what pages and content you needed on your site. But it does give the search engine information about your website, along with links, so they know what information to index for results pages.

Step 7: Tracking & Analysis

As with any part of businesses, you’ll want to track and analyze your SEO efforts. Your SEO agency will have standards in place to measure the success of the implementation plan and should share that information with you on a regular basis. This will help you determine what your return on investment dollars is with respect to SEO.

Some of the things to track are where your website traffic is coming from and how much traffic you have. And which search engines are giving you the best results? While every search engine works essentially the same way, they each have unique algorithms when indexing pages. You may need to tweak a few things to ensure that your website is being found by some.

It’s not enough to simply know where your traffic is coming from—you need to know if your visitors are converting to paying customers. High-level SEO tools can determine how specific visitors behave once they land on your website. This is valuable information to have so you can make tweaks to your strategies, if needed.

So just like you did in your initial needs analysis, you’re now determining if your needs have been met. And if not? (And we’ll tell you that eventually your current practices will become outdated and you’ll need to adjust.) Then it’s time to make those changes and redeploy.

Step 8: Redeployment

As we’ve said before, SEO work is never done. When your SEO implementation is complete and you’ve analyzed your results, you should immediately set new goals. Keeping on top of the latest in SEO strategy will help you stay on top of the competition. If you don’t, your business becomes stagnant and your website falls off the results pages.

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