It's very easy to get started too quickly in SEO for a new website and not plan properly using a framework to improve probability of success. Here we look at the SOSTAC framework for a new site and explore some traditional strategic models and marketing frameworks to employ in an SEO capacity for a dog friendly website in the UK territory. Expect SOSTAC, Porters 5 Forces, Ansoff Matrix, 5S's, 8P's and more
20. 10 Ps of SEO Marketing Strategy
Product – The
target URLs / terms
Price – What’s the
budget we have to
invest in SEO?
Placement – Which
neighbourhood /
target audience?
Promotion –
Outreach / content
strategy
People – How is the
campaign team
structured?
Priority – Where
are the priorities?
Planning – The
overall plan
Process – The
campaign systems /
schedule / actions
Positioning – How
are we pitching this
campaign?
Performance –
Measurement
(traffic /
impressions)
21. We can use the
SOSTAC PLANNING
MARKETING
FRAMEWORK
(P.R.Smith, circa
1999)
23. We can adapt SOSTAC For SEO
Situation Analysis –
Where are we now?
Objectives – Where
do we want to be?
Strategy – How will
we get there?
Tactics – The details
of how we get there
Actions – Who does
what, where & when
from the detail of
getting there
Control – How will we
know we got there?
(measurement of
progress)
55. People may still manage their lives on desktop in this
“dog friendly” market
56. Local Matters - “”NEAR ME”… it’s now about finding
a specific thing, in a specific area, and in a specific
period of time. “(Lisa Gevelber, Google, 2018)
61. What can we take from the
MACRO factor PEST(EL)?
Mobile friendly
test
Fast loading HTTPS
About Us /
Contact Us
Privacy &
Security Policy
GDPR &
Cookies
Plenty of
Images / video
Signals of Trust
/ Social Proof
Great UX
Elements of
Personalisation
Schema
84. 5 S Competitive Analysis – How
do we fare?
SELL – Sales / Rankings / Traffic
SPEAK – Dialogue & trialogue
SERVE – Customer service / reputation
SAVE – Wastage / efficiency
SIZZLE – Audience engagement / content
85. What are your internal capabilities & resources versus
competitors?
86. Internal Resources & Capabilities v Competitors
COMPETITORS V YOU EXPERIENCE FINANCIAL MANPOWER GOVERNANCE LEGACY ISSUES
Means Do you have
strong experience
of the vertical? Do
you already have
established
industry
relationships?
Reputation?
Do you have
realistic
expectations of
what can be
achieved with the
finances available?
Can you raise
finance if needed?
Who do you
have available
from a
manpower
perspective?
Do you need
external help?
Specialists?
Are there layers of
governance which
prevent you or
competitors from
being agile?
Are you regulated
e.g. by FSA or Law
Society?
Are there
legacy issues
which may
cause
generational
cruft / delays /
internal politics
/ bottlenecks?
You
Competitor 1
Competitor 2
Competitor 3
96. What can we take from the
MACRO & MICRO factors?
Mobile friendly
test
Fast loading HTTPS
About Us /
Contact Us
Privacy &
Security Policy
GDPR &
Cookies
Plenty of
Images
Signals of Trust
/ Social Proof
Great UX
Elements of
Personalisation
Schema
Dual sided
model
Location based
entities
Dog lovers
Establishment
owners
Facebook
community
Growth market
Humanisation
of pets
Instagram /
images
Diverse
competitor set
Things to do Places to go
101. Better Still… Map 5 S
to SMART Objectives
SMART
for each
SELL
SPEAK SERVE
SIZZLE SAVE
102. OBJECTIVES = Where do we
want to be (5S’s & KPIs)?
SELL •SELL objective
SAVE •SAVE objective
SERVE •SERVE objective
SIZZLE •SIZZLE objective
SPEAK •SPEAK objective
103. 5 S OBJECTIVES (Smith & Chaffey, 2000) – Are we there yet? (Started Q1)
OBJECTIVE FACTORS
SELL SERVE SPEAK SAVE SIZZLE
S Increase traffic to x target
URLs from organic search
on non-brand generic
terms
Improve click through
to faq pages NOT
phone calls
Identify &
connect
with
influencers /
key
customers
via social &
email
Stabilise bounce
rate on
transactional
pages
Create
interactive
‘best of’
guides for
locations
M From 0 visit pcm to 1k
visit pcm
Reduce calls by 50%.
Visits to help centre
up by 50%
From 0 to 50
influencers /
key
customers
from 72% to
48%
300 shares /
comments /
likes
A Yes - Achievable Yes Yes Yes Yes
R Yes - Realistic Yes Yes Yes Yes
T By Q4 (9 months) By Q3 By Q4 By Q4 (9
months)
By Q3
104. Identify interim KPIs for
the roadmap
Rankings
Impression count
CTR
Dwell time
Micro conversions
106. Ansoff Matrix For SEO – What kind of
strategy is it?
Market
Penetration
Product
Development
Market
Development
Diversification
No
content, no
contacts
and no
current
rankings
Some
contacts &
target
visitors but
no rankings /
visits for
terms yet
Some content,
some
contacts,
some
rankings.
Need to
improve
overall
Some rankings,
few contacts,
not the right
type of content
for new target
market
informational
needs
107. It’s going to be
an acquisition
and market
development or
diversification
strategy
160. TACTICS = The detail
of getting there
Communications Mix
Technical Audit
On-page Optimisation
Content Plan
Contact Plan (digital PR & social colab)
161. TACTICS = The detail
of getting there
Map chosen messages to content
Ideate & create chosen content types
Identify outreach targets / influencers
Build the blend of content
Site architecture & navigation / findability mapping to needs
Launch & post launch audits
Collaboration with other channels
Utilise common / shared cross-channel data
Take an image led approach
162. In S.O.S.T.A.C. – The
‘Tactics’ and ‘Actions’
are at letters number 4
and 5 for a reason
163. Since too many jump
straight into the details
without a proper plan
176. Help persona’s complete their
tasks
AUTO COMPLETE
FORMS
UTILISE PERSISTENT
COOKIES (AUTO
LOGIN)
MAKE TELEPHONE
NUMBERS READY TO
CALL
MAKE EMAIL
ADDRESSES READY TO
ACTION
CONTINUALLY REVIEW
INTERNAL SEARCH
RESULTS
LINK TO MAPS &
DIRECTIONS
ADD SCANNABLE
CARD PAYMENT
DETAILS
177. Use clear structure in pages to emphasise importance of key points. Think
accessibility first
181. An Example of a
Structured
Website
• Hierarchical nature of
a website
• Tree structure
• Well sectioned and
including clear
containers and meta
headings
• An ontology map
between semi and
structured
182. ACTIONS = Who does what, where
& by when from the detail?
Responsibilities & structures
Processes & systems
Map internal skills & resources
Allocate / source external suppliers
Use Gantt charts & project management systems
Deadlines
Break tactics down into bite-sized actions & allocate
183. Break down all of the
tactics into bite sized
chunks and allocate
them as actions
184. SOSTAC ACTIONS
TASK WHO WHAT WHERE BY WHEN 5 S TYPE
Identify
influencers
Outreach /
SEO Exec
SPEAK
Keyword
research
SEO Exec /
Assistant
SELL, SERVE
Persona task
mapping
SEO
Strategist
SELL, SPEAK,
SERVE
Content
creation -
text based
Copywriter
Content
creation -
visual
Graphic
designer
Tech SEO
audit
Tech SEO
186. The Project Management and
Planning Part of the Project & BAU
Asana Monday Trello
Basecamp Slack
187. CONTROL = How do we
know if we got there?
Who monitors what & when?
Analytics
KPI reviews
5 S status reviews – how often?
Dashboards
Reporting – Frequency? Automation?
Google Search Console
191. Add site to Google Search Console immediately
192. To Setup -> Google Analytics
‘The House Model’ (Coloring
In Department)https://thecoloringindepartment.com/wp-content/uploads/2018/06/The-Account-Setup.pdf
196. 5 S REVIEW (Smith & Chaffey, 2000) – Are we there yet? (Started Q1)
OBJECTIVE FACTORS
SELL SERVE SPEAK SAVE SIZZLE
S Increase traffic to x target
URLs from organic search
on non-brand generic
terms
Improve click through
to help centre NOT
phone calls for self-
service & to reduce
customer service
costs
Identify &
connect
with
influencers /
key
customers
via social &
email
Reduce bounce
rate on
transactional/
money pages
Create
geolocated
interactive
‘best of’
guides for
locations
M From 0 visit pcm to 1k
visit pcm
Reduce calls by 50%.
Visits to help centre
up by 50%
From 0 to 50
influencers /
key
customers
from 72% to
48%
300 shares /
comments /
likes
A Yes - Achievable Yes Yes Yes Yes
R Yes - Realistic Yes Yes Yes Yes
T By Q4 (9 months) By Q3 By Q4 By Q4 (9
months)
By Q3
205. Control
factors
Who monitors what and when?
Who is responsible for reporting?
What is the reporting frequency?
Who needs to know what metrics?
What are the interim KPIs?
206. 5 S Analysis For SEO
COMPETITORS V YOU SELL SERVE SPEAK SAVE SIZZLE
Means How are the
transactional pages
ranking? / traffic
levels? / Is the right
page ranking? /
Sales generated? /
Intent correctly
aligned with page?
How are the
informational/
hygiene pages
ranking / traffic
levels
Is digital PR / content
amplification underway
and is there a dialogue or
trialogue with
community? / Social
presence / Influencer
connections?
Is there wastage in
their current
strategy / SEO
campaign?
Chasing vanity /
low priority terms?
Is there brand
’buzz’ and more
authority / EAT
factors / Great
content which
excites the
audience?
You
Competitor 1
Competitor 2
Competitor 3
207. PESTEL - -Things that
matter to a HUGE
amount of people
(maybe even
EVERYBODY)