SEO Implementation Plan: Website Marketing Strategy for AAA

This SEO Implementation Plan outlines a comprehensive strategy for optimizing the website of Adelaide Advertising Agency (AAA), focusing on its three main service areas: web design, Google AdWords marketing, and copy/blog writing. The plan begins with keyword research and categorization, followed by an analysis of the target audience and existing SEO content. It then delves into specific recommendations, including keyword optimization (on-page and meta-tag creation), URL and filename structure, title and meta tag creation, image optimization, and validation. The plan also emphasizes the importance of backlink creation through various methods, website structure and sitemap creation, and content development strategies. Furthermore, it includes a section on Pay-Per-Click (PPC) campaigns and the importance of social media optimization. The plan sets both primary and secondary goals aligned with the SMART rule, detailing estimated timeframes and client expectations. The plan also includes a glossary of SEO terms.

SEO
Implementation
Plan
[Pick
the
date]
Website Marketing Strategy
SEO Implementation Plan
Website Marketing Strategy
ABOUT THE CLIENT
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

SEO Implementation Plan
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.
PROPOSED META STRUCTURE &
KEYWORDS
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.
b) To achieve a page rank of 10 in 3 x medium-traffic keywords within first 6 months.
c) To achieve a page rank of 10 x 6 low-traffic keywords within first 3 months.
Secondary
a. To generate a visitor count in upwards of 10000 visitors in the 6th month of business.
b. To achieve a conversion rate of 5% in the 6th month of business.
c. To rank as the number 10th company in overall search traffic for Advertising agency based in
Australia within 1st year of the business.
Page 1

SEO Implementation Plan
Existing SEO Content
The title tags of the pages contains high-traffic keywords.
Target Audience
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.
Search Engines
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.
Social Media Optimisation
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.
Keyword Competitive Analysis
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.
Recommendations
Keyword Optimisation
[Provide a description of keyword optimisation on-page and meta-tag creation]
Page 2of 6

SEO Implementation Plan
Page Elements Description
URL and Filenames [Site_domain]
[keyword-description]
Title Tag Should contain a [Keyword]
Meta Tag Short description with few keywords
Robots Mentions which page to crawled
Header Tag
Text Modifiers Should contain a keyword
Image Optimisation “Alt” should contain a keyword
Validation All pages should be validated through W3C
Creating Links
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 and Site-maps
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.
Content development
Page 3

SEO Implementation Plan
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.
PPC Campaigns
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.
CLIENT EXPECTATIONS
Estimated Timeframes
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.
GLOSSARY
Term Description
Back Links The URL of the site on which URL of the requested site is mentioned.
Page 4of 6

SEO Implementation Plan
Keyword A word or phrase which makes it easy for the people to search your site vis
search engines.
Keyword Phrase A keyword containing 3 or more words.
Broad Match
Search
It lets search engine to pop--up your site in search results when some searches
of a part of your keyword/keyword phrase.
Online Tools SEO online tools which includes tools for both on-page and off-page marketing.
Paid advertising For this advertising, an amount has to be spent.
PPC For every click, a cost has to be paid.
Search Engine
Algorithm
The algorithm through which the search engines show show your site in the
SERPs
SERP’s Search Engine Results Page
Social Media Interactive platforms through which users and communities can create and
share user-generated content.
Traffic Analysis
Reports
The reports which show statistics of how many users (new or repeating) have
visited/left/communicated with your site.
Page 5