Blog: SEO
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Running A Successful SEO Campaign

Avatar for John Locke

John Locke is a SEO consultant from Sacramento, CA. He helps manufacturing businesses rank higher through his web agency, Lockedown SEO.

Running a successful SEO campaign is about having a process in place just as much as it is about familiarity with the technology.

Many web professionals view SEO as a market opportunity, or an add-on to their services. That said, SEO takes a unique set of skills, compared to traditional web design.

Just as in web design, it is good to have a repeatable discovery process, a well-structured SEO audit, and predictable next steps for improving traffic.

Having a process that takes you from our first meeting through the lifetime of the campaign and beyond is another way to reduce project risk.

First Meeting

The first meeting allows both of us find out if we’re a great fit to work together. My clients usually come to me via referral, organic search, or through personal interaction. First meetings are the most beneficial for clients that discover my services through search, and haven’t had a chance to talk to me yet.

The initial meeting is where I first get a sense of what your business is about, where you are now, and where you want to be in the future. My main objective is to start getting a sense of where I can help you most effectively. Questions will begin here, but by no means should this be where questions end.

As the client, the initial meeting is where you’ll get a sense of what it will be like to work with me. Many clients have been disappointed by web developers, IT companies, or marketing consulatants in the past. Communication is where many web service providers fail, so it is essential that we listen and be responsive to your concerns at every step of our relationship.

Trust and communication are essential to having a successful working relationship.

The first meeting isn’t I do the entire fact-finding mission. There is almost always too much information to relay and digest in a single meeting.

Discovery And Research

Discovery and research allow me to find out more about the problems you’re hiring me to solve.

In the discovery phase, I find details that you may not be aware of. Almost always, we’ll find information that is crucial for both of us to know.

Discovery is about risk mitigation. The more we know, the less risk of an unsuccessful project.

Research becomes increasingly important the larger a web project is, or the more moving parts there are in an SEO campaign. Whenever ‘re discussing conversion optimization or user experience, research gives us real data on which to base our subsequent work.

Improving a website, and helping it rank is difficult to do without data. Research helps give us insight into how other people think, so we can create better designed websites.

Planning the Campaign

Communication, planning, and risk mitigation are three areas I take seriously as a SEO consultant.

Outlining the challenges that need to be solved, how we will overcome those challenges, and approximately how long it will take to gain ground is a critical step.

Have A System For Getting Things Done

Project management is a role that must be played in any web or marketing project. Our objective is to systematically move through the steps of your campaign, and measure what effect each component has on your organic search traffic.

Clearly Define Roles

Both client and consultancy have vital roles to play in each SEO campaign. As the client, you have intimate specialized knowledge of your industry. By providing that expertise, it makes reaching your goals much quicker.

Together, we form a powerful strategic partnership, and help your business reach ‘s goals through our collaborative effort.

Communicate Often

Open communication is one of the three main pillars of our company values.

Communication is the greatest opportunity for web professionals everywhere.

Clear, honest communication will be the #1 factor in whether your project is successful or not. Our goal is to make sure you are never in the dark, wondering about the status of your campiagn.

Like any good relationship, a work relationship depends on good communication. I vow to hold up my end of our work relationship with clear, concise, and timely dialogue.

Manage Expectations

Your project is important, no matter how small or large it is. My goal is to always allow adequate margin in timeline and scope, to ensure that the expectations I set for your campaign line up with reality.

SEO is tough to predict because of how many moving parts are involved. Our priority is to mitigate risk, play by the rules, and build assets that will continue to help you rank years down the road.

It’s better to do things right than to do things in a hurry. Cutting corners by breaking the rules can devastate your business, so that is something we avoid at all costs.

QA Testing (in Website Redesigns)

Developing for the web today means more quality assurance testing than ever before. If and when we rebuild your website, there are a multitude of browsers, devices, and screen sizes to test against, each with their own quirks.

Some sites must endure large amounts of daily traffic. This means they must be stress tested before changes go live. Web development decisions can have drastically different effects on high-traffic sites that don’t appear on lower traffic sites. For example, a WordPress database query with large parameters may not affect a low-traffic site at all, but can bring a high traffic site to its knees, if site resources are taxed to their limits.

Testing for any possible bugs or points of failure is an important part of the web development process, and one we want to devote adequate time to.

Follow-Up and Support

Staff training is also part of our service to you. For local clients, we come to your office, and help train your staff on any new site functionality, answering questions, and making sure you’re comfortable using your new site.

For remote clients, I help walk them through new site features, via phone, screen share, and/or training videos.

Your website is a tool, only useful to you if you are comfortable using it.

Ongoing Support

Savvy site owners know that a website is never truly finished, and is a living artifact, that evolves with the needs of the business.

Many business owners keep us on a monthly retainer, to offer insights and strategy, to perform continual improvements to their site, and keep their online revenue flowing.

Allies Go Far Together

Process, planning, transparency, and communication are just some of the ways we ensure your SEO campaign is successful.

We want to see you continue to grow your business for many years to come, helping you navigate the changes to internet marketing and sales.

Avatar for John Locke

John Locke is a SEO consultant from Sacramento, CA. He helps manufacturing businesses rank higher through his web agency, Lockedown SEO.

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