SEO Implementation Plan And Website Marketing Strategy Of Adelaide Advertising Agency

About The client

Discuss about the SEO Implementation Plan and Website Marketing Strategy Of Adelaide Advertising Agency.

IT Works has been contracted to undertake SEO of a local company called Adelaide Advertising Agency. You have been provided a copy of their website. The website is going to be hosted and accessed via the domain adelaideadvertising.com.au. Adelaide Advertising Agency (AAA) is wanting to optimize the 3 main service areas on their site, they are web design, google AdWords marketing and copy/blog writing. All the current content can be utilized but will need to be reworded as required. The current site has had minimal SEO work completed, AAA would like IT Works to apply best SEO practices to the meta data, headings, content and images on the website. You will be liaising with the companies CTO John Stevens.

The company known as Adelaide Advertising Agency is an advertising company whose main business is to provide advertising related services to the business based in Australia. The company has a website that goes by the URL of adelaideadvertising.com.au wherein the company wishes to optimize it’s SEO so as to boost rankings on search engine results. In order to do this, a thorough SEO plan would be needed as this is one of the most competitive fields of business. As such, this SEO plan would help the company carve out a space for themselves.

In order to approach the topic of SEO, the first step is finding out the keywords that are relevant for the business. After keywords has been identified, these keywords then need to be grouped into three categories based on their estimated traffic: High, Medium and Low. Keyword density is another factor to be determined as part of the SEO plan. There are multiple other marketing techniques that can be used as well. Among them, the most prominent ones are running text, image or video Ads via Ad Networks such as Google Ad Network, Yahoo Ad Network, Infolinks, Revcontent among others. Apart from these, other most prominent method that has gained great grounds in the past couple of years is running Ads on Social Media sites. These are termed as Social Media Marketing. Social Media Marketing Ads turn out to be highly targeted wherein advertisers can target very specific niches and use advanced filtering techniques to reach the target audience. All of the Ads are prominently categorized in three different delivery methods namely : Pay Per Click, Pay Per View and Pay Per Impression.  

The domain name chosen by Agency is quite relevant within the context of business being offered and will help their customers quickly recognize the type of business / service being offered behind the domain. However, it won’t help in the rankings as recent Google Search Engine updates have discounted Domain name based keywords from affecting the search results.

Primary and secondary Goals

Each of the goals being listed for the Agency needs to conform to the SMART rule. The SMART rule specifies that an SEO goal should specific, it should be measurable, and it should also be achievable in terms of the capacity and resources with the company. The goal should also be realistic in terms that it is possible given the parameters and it should have a clearly defined timeline. Accordingly, the following are the primary and secondary goals for the company

Primary :

a) To achieve a page rank of 10 in 1 x high-traffic keyword within first 6 months.

1. b) To achieve a page rank of 10 in 3 x medium-traffic keywords within first 6 months.
2. c) To achieve a page rank of 10 x 6 low-traffic keywords within first 3 months.

Secondary

To generate a visitor count in upwards of 10000 visitors in the 6th month of business.

To achieve a conversion rate of 5% in the 6th month of business.

To rank as the number 10th company in overall search traffic for Advertising agency based in Australia within 1st year of the business.

The title tags of the pages contains high-traffic keywords.

The target Audience of the Agency are primarily business owners based out in Australia. Their demographics is typically people in the age group of 25 to 75 of either gender with or without educational background. The people who are present on Social Media platforms (such as the ones who own a business page) and / or have a website with respect to their business are the primary target audience. Their business must be such that online advertisement would help them drive their business and sales.

According to statcounter, Google is the most popular search engine with market share being in upwards of 90%. The second spot is taken by Bing and Yahoo being at the third spot. It is safe to say thereby that major efforts would be made for Google and Bing thereby targeting nearly 98% of the market.

A variety of Social Media platforms should be targeted. This is because, the company in question is Advertising Agency. An advertising Agency may have customers that are from a variety of backgrounds. YouTube, Google+ and Facebook are general purpose social media platforms and thereby would attract all kinds of business owners on them. LinkedIn is the choice of platform that connect with business owners who are into IT, Manufacturing, Media, Marketing and many other segments. Simultaneously, Instagram is primarily platform that is best suited for restaurants, lifestyle, fashion and entertainment related brands. Pinterest on other hand is also suited for lifestyle, fashion and home and gardening segments of the industry. Finally, Flickr would be where traditionally business owners belonging to print, journalism, blogs and photographers would be found.

Existing SEO Content

The key keywords of the website are : SEO marketing, Google adwords, campaigns, social ads, seo optimization, organic traffic, search engine marketing, social media marketing, Google remarketing, Google’s display network, Text ads, Image ads and remarketing. For keyword research, Google keyword tool was used and different keywords were mixed and then their corresponding volume was searched. The mentioned keywords had search volume between  500-1000 without any CPP. To analyse the competitor keywords, SEMRush tool was used. Though its paid, but it gives a detailed analysis of keywords harnessed by the competitor. High-traffic keywords are not implemented because those keywords will bring my competitors sites in top 10 SERPs because of domain authenticity.

[Provide a description of keyword optimisation on-page and meta-tag creation]

Backlinks are at the core of an SEO campaign as it perhaps has the most weightage in determining the ranking of the website. There are multiple methods through which Backlinks can be created. The first step is to find blogs, websites and product or service owners who are in marketing and advertising domain and providing a guest article surrounding a topic of their interest. This would be mutually beneficial as the other party would get an article for free and the Agency on the other hand earns a backlink. Furthermore, a blog with great content should be placed on the Agency’s own website which is noteworthy enough that people start linking and quoting them on their own websites, blogs, forums and social media platforms. Finally, guest commenting and social media sharing could be used to further drive backlink creation.

Website structure is hierarchy structure with “Home page” at the top and rest of the pages are linked to and come on 2nd level. Site maps can be created using any SEO tool.

The content development would be done by following a good content creation strategy. As such, the content creation would be a process wherein the editors have to follow a step-by-step process which would ultimately lead to the creation of the content. The content research team must listen to ongoing trends, discussions and general web-chatter with respect to digital marketing and promotion. Also tools such as Buzzsumo can be utilized here that allows for searching of viral topics and keywords that are sure to generate a buzz or perhaps become popular. Simultaneously, one could also make use of tools such as Google Keyword Planner tool and Google Trends to find keywords relevant to the domain of the company. The content research team would then finalize upon the articles that are to be made based on these keywords and if the article should mention any recent update or announcement in the industry. The editorial research team would then start to write the content surrounding the topic and should ensure that they include relevant keywords and reference to other articles and external links to further boost the quality of the content. Finally, the content should be proofread and included on the website and should be spread across all the relevant digital assets of the company.

Pay Per Click is an expensive method of Digital Marketing, but it has the potential of generating leads and converting customers faster than any other methods. In this case, the agency should list the relevant Ad Networks that should be targeted and should research on their inventories to see if they have relevant websites in their network because these are the websites where the Ads would be shown. The company should have a defined budget, find keywords that have high potential simultaneously with the least amount of charge and then place the Ad accordingly. The company should focus on Ad networks that provide maximum impression at a cheaper cost to create brand awareness as well as increasing visits to the Agency website. At the same time, target pay per click ads could be used for lead generation and sales.

The implementation will take around 3 months and search results may start coming in 6 or months. To keep aligned with the customers, the site content’s need to be updated every week with a new article for each of the pages.

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