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Scope of Work for SEO & Content Strategy

Analytics

Activity

Details

Goal

Profile Audit
  • Audit the existing Google Analytics set up
    • Check existing code
    • Evaluate setting of reports
    • Ensure correct code is implemented on all pages
  • Make changes to the profile
  • Create a new profile or make edition or make changes to existing profile
    • Block internal traffic
    • Ensure data is clean amongst channels, sources & campaigns
    • Activating demographic and interest data
    • Any other important changes required
Check implementation of existing Google Analytics
Search Visibility & Opportunity Reporting
  • Setup goals and tracking
  • Create Brand Visibility Report (total impressions and market share)
  • Monthly review of site performance and correlation of SEO impact.
  • Bi-Weekly status review of leads and monthly optimization analysis of
    lead generation campaign
Ensure work provided has impact short-term and long-term to the primary goals agreed upon
Rank & Optimization Alert System
  • Create reporting of URLS & Categories of content by Rank Fluctuation & Traffic to alert team to significant changes
Alert system where can systematically take action fast when major changes occur to traffic
Conversion Tracking
  • Set Up goals to track all conversion
  • Set Up events such as scrolls or important pages visited
Track all important actions on Google Analytics
Site Search Audit
  • Review site search data to determine if there needs to be optimization in pages of content and linking strategy
Site search is indicative of important content being searched for but not easily found

Analysis

Activity

Details

Goal

Market Analysis
  • Conduct competitor analysis
  • Conduct opportunity analysis
  • Provide gap analysis
To provide clear point of view of market, competition and opportunities
Technical Analysis (& Ongoing Hygiene Audit)
  • Identify and report all the technical issues with detailed recommendations
  • Implementation check all the recommendations
  • Recommendation will include analysis of
    • Crawling
    • Redirection checking
    • Server response
    • Analytics tracking set up
    • Google index analysis
    • Broken link check
    • Page load analysis
    • Robots.txt
    • Page Errors
    • Log analysis
    • Sitemap
  • Monitor GSC & Bing Webmaster consistently for issues & anomalies
Ensure the website meets standard SEO best practices for technical hygiene
Search Visibility & Opportunity Reporting
  • Setup goals and tracking
  • Create Brand Visibility Report (total impressions and market share)
  • Monthly review of site performance and correlation of SEO impact.
  • Bi-Weekly status review of leads and monthly optimization analysis of lead generation campaign
Ensure work provided has impact short-term and long-term to the primary goals agreed upon
Navigation Analysis
  • Competitive research to identify the navigation structure of the website
  • Propose a hierarchical chart showing how the various content clusters (existing or planned) should be arranged and displaced on the website (Path Creation)
Set up easy to understand website structure
Content Indexation Analysis
  • Review webpages to determine what pages should and should not be indexed
  • Update the sitemap on server
  • Update Robots.txt Recommendations
  • Conduct analysis of spiders crawling content and provide any further recommendations
Ensure search engine index for the website is clean and up-to-date
URL traffic & engagement analysis
  • Determine under/over performing URLs based on Rank & Traffic correlation
    • Based on current strategy
    • External/other factors
Provide corrective actions and expansion opportunities on an ongoing basis
Defensive Site Health Analysis
  • Conduct on-site audit of all possible elements that go against Google Best Practice
Ensure nothing can cause potential penalty or harm to website
Mobile SEO
  • Audit aspects which impact Mobile SEO
    • AMP
    • Mobile Responsive
    • Code Structure
    • Tags
    • Content Structure/User Intent
Google judges ranking with a Mobile First Approach and thus want to optimize as such

Optimization

Activity

Details

Goal

User Journey Mapping Content Strategy
  • Understand the audience (user/persona)
  • Develop Content Lifecycle strategy across varied problems of each persona (know intent/anticipate their questions)
  • Map based on stage in life cycle
  • Capitalize on any existing content materials now
  • Then map out the gaps for prioritization
  • Tie into Topic Cluster
This clearly focuses the content strategy on solving the problems for the audience we identified. By focusing on our audience will be able to methodically drawn them to our services/product pages while developing an audience
On going Keyword Research
  • Perform extensive keyword research every single month based on its priority
  • Implementation check all the recommendations
  • Reviewing competitor keywords using multiple competitive intelligence tools
  • Extracting keyword data from our Google Search console and other related websites owned by the department
  • Using keyword suggestion tools to identify additional keyword opportunities.
  • Prioritizing keywords for each page based on relevance, intent, competition and popularity
Identifying opportunities for optimizing existing content and identify opportunities for new content
Keyword Mapping
  • Cluster keywords into relevant themes
  • Identify pages within website which can be used to target keywords
  • Map specific keywords to specific URLs of the page
  • Roadmap earmarked for linking & other purposes
Mapping keywords to right content
On Page Meta Tags
  • Based on set of pages prioritized for the month, map the relevant keyword pool and provide on-page recommendations for the following elements on the website pages-
    • Page Title
    • Meta Description
    • Headings
    • Page Content Enhancement
    • Alt Tag
    • File names
    • Provide cross linking recommendations within varied pages on the website
Strategically insert keywords within the content
Featured Snippet & Schema
  • Perform extensive keyword research and competitor research to identify the type of featured snippets coming up for different type of keywords.
  • Identify a list of landing pages that are qualified for featured snippet optimization
  • Provide content enhancement recommendations to ensure we are writing the content as per the outcome of our above analysis
  • Provide relevant schema tags to improve our chances of ranking as a featured snippet
  • Provide document for incorporating schema tags across all pages of the website
To improve visibility within featured snippets across various keywords
Internal Linking Value & Strategy
  • Assess the value of links from internal web pages and the existing link count
  • Analyze the content of each page and provide suggestions for linking, either certain words from within the content or from any other location of the page, to relevant pages within the website
  • This is based on user journey/topic cluster in addition to link value flow strategy
To improve search engine indexing and build stickiness
Reoptimization
  • Identify a set of under-performing pages every single month for whom the site traffic or keyword rankings have not improved after optimization
  • Perform keyword research to expand the content range and to identify new avenues that can be added to the landing page.
  • Provide enhanced title tags and content ideas to improve the landing page month-over-month
Reoptimizing pages to improve performance
SEO Testing
  • Optimize profile of YouTube/claim competing name
  • Optimize existing videos
To show up in Video Search Results
YouTube Optimization
  • Devising SEO based tests to understand the impact that can be scalable
    • On-Page
    • Tech
This covers a wide net of all SEO Components based on the impact it would have from Tech (ex. increase server speed to Meta Description for CTR)
Google MyBusiness Optimization
  • Setup, Tag and optimize top ten business directory profiles starting with Google My Business
  • To show up in local search results
Google judges ranking with a Mobile First Approach and thus want to optimize as such

Content

Activity

Details

Goal

Topic Clustering
  • Come up broad themes of content using which specific topics can be identified
  • Based on keyword targeting, cluster these keywords into logical groups working together
Categorization of specific topics to be identified and clubbed together and supports dictate prioritization content
Topic Suggestion & Outline
  • Recommend new content ideas that can be implemented as new landing page on the website or repurposing existing content
  • The recommendations would include-
    • Overview of idea with clear intent of the content along with the structure of web page
    • Detailed list of keywords to be included within the content
    • Section on the website where the new content should be added
    • Once the landing page has been created, optimize the content for organic ranking
Providing specific topics for building new content
Writing Content*
  • Detailed idea of the content along with the structure
  • Any third-party content reference & research materials that are relevant to the new page to be created
  • Detailed list of keywords to be included within the content
  • Section on the website where the new content should be added
  • Create the content working in tandem with business development, tech and marketing team
Providing the actual content to be deployed and the backbone to a well-defined SEO plan
Content Refresh*
  • Work with SEO team to understand up to date user intent, content structure
  • Re-review unique benefits & features within content and re-write to ensure content is up to date
  • Refresh and structural components to rank
  • Signal to Google content is refreshed
Google Fresh has made it clear Google considers timeliness as part of the Algo so the ‘newer’ the content the higher likelihood it will be relevant to the reader
Content Calendar Prioritization
  • Timeline of content creation mapped out with topic clusters & content ideation
To prioritize content for maximum impact

Off-Page

Client Dependencies

  • Deploy site changes
    • Tracking code and goal setting
    • Navigation
    • Content
    • Technical changes
    • On Page optimization changes
  • Content creation
    • Based on topic suggestions
    • Data driven articles/linkable assets
  • Approval for keywords, content and on page
  • Full Access to
    • Google Analytics
    • Google search console
    • Any other console or tracking which is set up
    • Back End Data
    • Content and thread suggestions
    • Official email for outreach and link clean up
    • SEO/Content Tools
    • Content Calendar
    • Site Access
  • Access to past performance data and any currently running reports
  • Share reasonably requested information on:
    • Upcoming changes to the website as it relates to tracking, design, tech stack, navigation/url structure and site structure
    • Change in website or business policies that affects offered product catalog or customers

Scope of Work for SEO & Content Strategy

Summary – By Deliveries
Analytics Analysis Optimization Content Off-Page
Profile Audit Market Analysis Keyword research User Journey Mapping Content Strategy Linkscape Benchmark & Site Analysis
Conversion Tracking Technical Analysis Keyword mapping Topic Clustering & Identification Link Cleanup
Conversion Funnel Navigation Analysis On Page SEO Content Outline creation Link Building/Off-Page Engagement*
Site Search Audit Content Indexation Analysis Featured Snippets & Schema Content Calendar Prioritization Brand Reputation Management*
Rank & Optimization Alert System Design Analysis Internal linking Value & Strategy Content Refresh*
Search Visibility & Opportunity Reporting URL traffic & engagement analysis Reoptimization Writing Content*
Defensive Site Health Analysis SEO Testing
Mobile SEO Local SEO
Analytics
Activity Details Goal
Profile Audit
  • Audit the existing Google Analytics set up
    • Check existing code
    • Evaluate setting of reports
    • Ensure correct code is implemented on all pages
  • Make changes to the profile
  • Create a new profile or make edition or make changes to existing profile
    • Block internal traffic
    • Ensure data is clean amongst channels, sources & campaigns
    • Activating demographic and interest data
    • Any other important changes required
 Check implementation of existing Google Analytics
Search Visibility & Opportunity Reporting
  • Setup goals and tracking
  • Create Brand Visibility Report (total impressions and market share)
  • Monthly review of site performance and correlation of SEO impact.
  • Bi-Weekly status review of leads and monthly optimization analysis of lead generation campaign
 Ensure work provided has impact short-term and long-term to the primary goals agreed upon
Rank & Optimization Alert System
  • Create reporting of URLS & Categories of content by Rank Fluctuation & Traffic to alert team to significant changes
 Alert system where can systematically take action fast when major changes occur to traffic
Conversion Tracking
  • Set Up goals to track all conversion
  • Set Up events such as scrolls or important pages visited
 Track all important actions on Google Analytics
Site Search Audit
  • Review site search data to determine if there needs to be optimization in pages of content and linking strategy
 Site search is indicative of important content being searched for but not easily found
Analysis
Activity Details Goal
Market Analysis
  • Conduct competitor analysis
  • Conduct opportunity analysis
  • Provide gap analysis
 To provide clear point of view of market, competition and opportunities
Technical Analysis (& Ongoing Hygiene Audit)
  • Identify and report all the technical issues with detailed recommendations
  • Implementation check all the recommendations
  • Recommendation will include analysis of
    • Crawling
    • Redirection checking
    • Server response
    • Analytics tracking set up
    • Google index analysis
    • Broken link check
    • Page load analysis
    • Robots.txt
    • Page Errors
    • Log analysis
    • Sitemap
  • Monitor GSC & Bing Webmaster consistently for issues & anomalies
Ensure the website meets standard SEO best practices for technical hygiene
Search Visibility & Opportunity Reporting
  • Setup goals and tracking
  • Create Brand Visibility Report (total impressions and market share)
  • Monthly review of site performance and correlation of SEO impact.
  • Bi-Weekly status review of leads and monthly optimization analysis of lead generation campaign
 Ensure work provided has impact short-term and long-term to the primary goals agreed upon
Navigation Analysis
  • Competitive research to identify the navigation structure of the website
  • Propose a hierarchical chart showing how the various content clusters (existing or planned) should be arranged and displaced on the website (Path Creation)
 Set up easy to understand website structure
Content Indexation Analysis
  • Review webpages to determine what pages should and should not be indexed
  • Update the sitemap on server
  • Update Robots.txt Recommendations
  • Conduct analysis of spiders crawling content and provide any further recommendations
 Ensure search engine index for the website is clean and up-to-date
Design Analysis
  • Perform competition analysis and suggested changes to improve user experience with focus on Google best practices
  • Ensure visibility for CTA within journey
  • Incorporate E-A-T Framework & YMYL Analysis & Suggestions
 Primarily to improve rank but will have an impact on engagement and conversion as well
Conversion Funnel Analysis
  • Audit existing path of goals
  • Establish where traffic drop offs the path
  • Provide suggestions to increase the conversion rate
 Determine the path audience journey before they take an action and pinpoint roadblock
URL traffic & engagement analysis
  • Determine under/over performing URLs based on Rank & Traffic correlation
    • Based on current strategy
    • External/other factors
 Provide corrective actions and expansion opportunities on an ongoing basis
Defensive Site Health Analysis
  • Conduct on-site audit of all possible elements that go against Google Best Practice
 Ensure nothing can cause potential penalty or harm to website
Mobile SEO
  • Audit aspects which impact Mobile SEO
    • AMP
    • Mobile Responsive
    • Code Structure
    • Tags
    • Content Structure/User Intent
 Google judges ranking with a Mobile First Approach and thus want to optimize as such
Optimization
Activity Details Goal
User Journey Mapping Content Strategy
  • Understand the audience (user/persona)
  • Develop Content Lifecycle strategy across varied problems of each persona (know intent/anticipate their questions)
  • Map based on stage in life cycle
  • Capitalize on any existing content materials now
  • Then map out the gaps for prioritization
  • Tie into Topic Cluster
 This clearly focuses the content strategy on solving the problems for the audience we identified. By focusing on our audience will be able to methodically drawn them to our services/product pages while developing an audience
On going Keyword Research
  • Perform extensive keyword research every single month based on its priority
  • Implementation check all the recommendations
  • Reviewing competitor keywords using multiple competitive intelligence tools
  • Extracting keyword data from our Google Search console and other related websites owned by the department
  • Using keyword suggestion tools to identify additional keyword opportunities.
  • Prioritizing keywords for each page based on relevance, intent, competition and popularity.
 Identifying opportunities for optimizing existing content and identify opportunities for new content
Keyword Mapping
  • Cluster keywords into relevant themes
  • Identify pages within website which can be used to target keywords
  • Map specific keywords to specific URLs of the page
  • Roadmap earmarked for linking & other purposes
 Mapping keywords to right content
On Page Meta Tags
  • Based on set of pages prioritized for the month, map the relevant keyword pool and provide on-page recommendations for the following elements on the website pages-
    • Page Title
    • Meta Description
    • Headings
    • Page Content Enhancement
    • Alt Tag
    • File names
    • Provide cross linking recommendations within varied pages on the website
 Strategically insert keywords within the content
Featured Snippet & Schema
  • Perform extensive keyword research and competitor research to identify the type of featured snippets coming up for different type of keywords.
  • Identify a list of landing pages that are qualified for featured snippet optimization
  • Provide content enhancement recommendations to ensure we are writing the content as per the outcome of our above analysis
  • Provide relevant schema tags to improve our chances of ranking as a featured snippet
  • Provide document for incorporating schema tags across all pages of the website
 To improve visibility within featured snippets across various keywords
Internal Linking Value & Strategy
  • Assess the value of links from internal web pages and the existing link count
  • Analyze the content of each page and provide suggestions for linking, either certain words from within the content or from any other location of the page, to relevant pages within the website
  • This is based on user journey/topic cluster in addition to link value flow strategy
 To improve search engine indexing and build stickiness
Reoptimization
  • Identify a set of under-performing pages every single month for whom the site traffic or keyword rankings have not improved after optimization
  • Perform keyword research to expand the content range and to identify new avenues that can be added to the landing page.
  • Provide enhanced title tags and content ideas to improve the landing page month-over-month
 Reoptimizing pages to improve performance
SEO Testing
  • Devising SEO based tests to understand the impact that can be scalable
    • On-Page
    • Tech
 This covers a wide net of all SEO Components based on the impact it would have from Tech (ex. increase server speed to Meta Description for CTR)
YouTube Optimization
  • Optimize profile of YouTube/claim competing name
  • Optimize existing videos
 To show up in Video Search Results
Google MyBusiness Optimization
  • Setup, Tag and optimize top ten business directory profiles starting with Google My Business
  • To show up in local search results
 Google judges ranking with a Mobile First Approach and thus want to optimize as such
Content
Activity Details Goal
Topic Clustering
  • Come up broad themes of content using which specific topics can be identified
  • Based on keyword targeting, cluster these keywords into logical groups working together
 Categorization of specific topics to be identified and clubbed together and supports dictate prioritization content
Topic Suggestion & Outline
  • Recommend new content ideas that can be implemented as new landing page on the website or repurposing existing content
  • The recommendations would include-
    • Overview of idea with clear intent of the content along with the structure of web page
    • Detailed list of keywords to be included within the content
    • Section on the website where the new content should be added
    • Once the landing page has been created, optimize the content for organic ranking
 Providing specific topics for building new content
Writing Content*
  • Detailed idea of the content along with the structure
  • Any third-party content reference & research materials that are relevant to the new page to be created
  • Detailed list of keywords to be included within the content
  • Section on the website where the new content should be added
  • Create the content working in tandem with business development, tech and marketing team
 Providing the actual content to be deployed and the backbone to a well-defined SEO plan
Content Refresh*
  • Work with SEO team to understand up to date user intent, content structure
  • Re-review unique benefits & features within content and re-write to ensure content is up to date
  • Refresh and structural components to rank
  • Signal to Google content is refreshed
 Google Fresh has made it clear Google considers timeliness as part of the Algo so the ‘newer’ the content the higher likelihood it will be relevant to the reader
Content Calendar Prioritization
  • Timeline of content creation mapped out with topic clusters & content ideation
 To prioritize content for maximum impact
Off-Page
Activity Details Goal
Linkscape Benchmark & Site Analysis
  • Conduct Comprehensive Backlink Benchmark Assessment of Link Health
    • Anchor Text
    • Unique IP
    • Site Types linking
    • Relevancy
    • Domain/Page Quality
    • Linked Page Type
    • Link Types
  • Provide recommendations for defensive and proactive measures to maximize link efficacy
  • Produce ideal link components for team to target
 Assess vulnerabilities (being seen as spammy) and opportunities to improve based on competition vs own site IN ADDITION to determining what web pages attract ‘the best’ links and create strategy to ‘win’ those types of links
Link Cleanup
  • Review the quality of the backlinks coming to the website
    • Conduct Strategic Review of actual backlinks to determine if there are links (or past strategies) that could harm the site
    • Take steps to remove association with those links
 Protect the website from negative actions taken by Search Engines
Client Dependencies
  • Deploy site changes
    • Tracking code and goal setting
    • Navigation
    • Content
    • Technical changes
    • On Page optimization changes
  • Content creation
    • Based on topic suggestions
    • Data driven articles/linkable assets
  • Approval for keywords, content and on page
  • Full Access to
    • Google Analytics
    • Google search console
    • Any other console or tracking which is set up
    • Back End Data
    • Content and thread suggestions
    • Official email for outreach and link clean up
    • SEO/Content Tools
    • Content Calendar
    • Site Access
  • Access to past performance data and any currently running reports
  • Share reasonably requested information on:
    • Upcoming changes to the website as it relates to tracking, design, tech stack, navigation/url structure and site structure
    • Change in website or business policies that affects offered product catalog or customers
*Note:: Serial Scaling willing to deploy basic SEO & URL changes on CMS with client approval but may reduce hours of tasks for the month