What is SEO Planning? One of the reasons why website optimization is stuck when SEOer is the one who knows the techniques but they do not have a specific SEO process. Not only beginners, even long-time SEOs do not necessarily have a reasonable SEO implementation process. To help you have an overview as well as understanding the steps of SEO implementation, the article below will provide a full range of SEO implementation steps to help optimize search engine efficiency.
Before I start, I would like to invite you to comment below the article about the topics you are interested in or contribute ideas to make the article more complete and I can better help you. And now take a deep breath and start studying VietMoz’s SEO planning handbook.
Step 1: Analyze the website
For those who are new to SEO as well as have long experience, the first thing to do is to analyze the website. Analyzing a website is not easy, but it gives you an overview of the website’s problems.
Essential factors when analyzing any website:
- Is the current web structure ⇒ Is it appropriate?
- Content on the site ⇒ How many posts are there in the website? What is the level of post optimization?
- Onpage elements (image, title, meta, H tags …) ⇒ Have they been optimally optimized?
- Backlink ⇒ What is link system like?
- Page speed ⇒ Is it good or not?
- Current website rankings
After the analysis is complete, you need to point out the advantages and limitations of the project.
Tools – SEO Planning:
Audit website tools:
- Xenu Link Sleuth
- Website Audit of SEO PowerSuite
Check backlink tool:
- Ahrefs
- Open Site Explorer
- Majestic SEO
- SEO SpyGlass
In addition, you can refer to the article about the best backlink analysis tool in the world with full features and an overview of the link profile of the site.
Step 2: Research keywords and formulate content – SEO Planning
Do you think using tools like Keyword Planner, Keyword Tool, etc. to get a bunch of related keywords is synonymous with keyword research?
Surely, a lot of Seoer have been thinking that is true, just download the keyword set and group it. So, have you ever asked:
- What is the period of time for that keyword data? Is it accurate at this time?
- Is the user really interested?
- Does it reflect psychology and customer behavior?
- Do users search for that keyword convert high?
- Who is the content audience on your site?
Keyword research is finding the content that drives customers’ behavior and psychology when buying, finding target groups of customers to provide the right content to the right audience. The job that you download a keyword set from the tool is just looking for keywords, not keyword research. To better understand the concept and value of keyword research, you can refer to the article What is keyword research?
Keyword research should start from? (Source: Internet)
In the process of keyword research, you need to answer the following questions:
+ Identify user object:
- What are the products or services?
- Who are potential customers?
- What types of customers are there?
- What is the customer’s interest in products or services?
+ Content determination – SEO Planning:
- The Interest in products or services for each user group?
- What are the customer’s thoughts and questions about that product or service?
- If the user are interested in your product or service, what are they looking for?
After researching keywords, perhaps you have a better understanding of who your customers are, what content to write, how to navigate the user right.
Step 3: Find keywords and keyword groups
After step 2, we continue to research and find more keywords through the following 10 steps:
10 steps of keyword research
Step 1: Take a selfie (it means write your own words)
Step 2: Calling relatives and audience
Step 3: Research through Google Search Box
Step 4: Identify rival sites: use command
Step 5: Search for a key group of SEO rivals based on Title, using the command: site: domain.com “keyword”
Step 6: Research your opponent’s Meta Keywords tag through the SeoQuake tool
Step 7: Use the tool to find more keywords:
- https://keywordtool.io/
- https://www.alexa.com/
- https://neilpatel.com/ubersuggest/
- https://kwfinder.com/
- https://answerthepublic.com/
- https://ads.google.com/home/tools/keyword-planner/
Step 9: Use a key group from Google Adword
Step 10: Summary and classification of keywords on excel file: Arranging keywords with similar properties into the same group will help you optimize the article more easily, and you also know which keywords to use for which links.
How to group keywords
+ Group of main keywords: They are short keywords, high competition, low conversion rate, high search volume
+ Sub keyword group (question and answer keyword, news keyword): They can be short-cut keywords, long keywords, this group often brings great traffic to the website.
+ Conversion keyword group: this is a group of keywords formed from content found when researching keywords, most of them are long keywords with high conversion rates, close to the search needs of customers. the most.
There are also 7 types of keywords to consider when researching keywords that are not known, these are groups of keywords that give you many unique ideas that you have never thought of before.
Combining step 2 and step 3, you will gain a better understanding of keyword research: identifying customer insights ⇒ targeting customer segments ⇒ keyword groups ⇒ website structure.
Step 4: Web structure – SEO Planning
From the table of keywords completed after step 3, we will build the web structure based on that table. You need to determine where the keyword group will be SEO corresponding to that Landing Page:
- Keywords home page
- Keyword categories
- Keyword detailed articles (Products, Services, News)
Create a friendly website structure and help crawl data better (Source: Internet)
This job is quite easy, but the structure you have built is appropriate, does it bring good results on the search results page? Refer to some tips in the article How to create a website structure that helps improve SEO rankings.
A website with a better structure will have a better ranking, which is clearly shown in Chapter 4: Website structure in the SEO Learning Materials of Search Engine Land Vietnamese version.
Step 5: Analyze the opponent
The research of competitors is extremely important work, it affects the SEO strategy as well as the TOP push jobs for the website. If you identify the wrong opponent, you will identify the project’s strategic tactics wrong.
Steps to find an opponent – SEO Planning
- Search for the main keywords, related main keywords you want SEO
- Determine which rank you want to occupy TOP
- List 3 to 5 current competitors
Steps to analyze opponents
⇒ Onpage analysis
- Landing Page: which competitors stand TOP by which path? Where can we identify keyword SEO competitors?
- Age: Evaluate website quality about domain age
- Keyword rankings
- Web structure: analyze how competitors build websites and navigate links?
- Optimize: the optimal level of pages on H tags, meta, alt, title, … Use the Web Developer addon to check.
- The user experience on the site is good
⇒ Content analysis
- Index: Use the command “site: domain keyword” to check if the website contains indexes related to the main keyword. However, you need to check carefully because sometimes the index will be more than the actual number of related articles.
- Frequency of posting: Use the command “site: domain keyword” then click TOOL ⇒ EVERY TIME and select the corresponding timelines.
- Unique Content: copy random pieces of text to check the level of unique content. See if the competitor’s content is self-writing, or mixing content or copying content.
- Post layout, assessing the level of content that attracts users
- Internal link: Does it encourage readers to click?
⇒ Offpage analysis
- Number of current backlinks
- Where does the link point to?
- Satellite site system (if any)
- Buy links or DIY links?
- Link coming from satellite website or forum?
- How much is the link alive and dead?
- Is the link quality?
- Situation of social networking activities
- What is the current traffic?
- Filter the domain that the opponent put the link, see how many quality domains are retained to create a channel for your website
- Draw the actual number of links of the opponent à need to make more or not, how much more should be done.
Tools to study opponents – SEO Planning:
+ Traffic analysis tool:
- SimilarWeb: https://www.similarweb.com/: For Similar Web tool you will get 70% of the collected data to produce the actual traffic data.
- Alexa: https://www.alexa.com/
+ Backlink analysis tool mentioned in step 1 already.
Step 6: Calculate work, personnel and budget
After completing step 5, you have all the work to be done (optimize what, write how many articles, make as many links, social networking activities). From there, divide the work by day, month, year, calculate the personnel needed for the project. As for the budget, you need to rely on the investment cost of the project owner is how much to divide accordingly.
Calculating work, personnel and budget for the project (Source: Internet)
Divide the project plan
Content
- What to write first and what to write later? (Sale pages, Page information, Redirect posts)
- In the sale page, which key to choose first, which key to choose after?
- Split in order from hard key to easy key (or vice versa) to have a specific plan for each key type.
- Specific content structure for each article
Depending on each website, there will be different content plans.
For example, press website: should be divided into 2 types of key to do:
- Fixed key: artist, actor, etc.
- Key trending
Backlink
When researching about your competitors, you need to calculate how many links, where, the type of link, … Linking should also come with the content system above:
- What is the subject written?
- What is the number of posts per day and content, and support for which articles on the site?
- What is the ratio of the types of anchortext links, full urls, links that do not create links?
- What are the promotions on which forum?
- Source backlink for SEO links
- Backlink building model
Traffic
Calculate the amount of traffic to be achieved and you must allocate it appropriately, avoid increasing the amount of sudden traffic.
- Traffic sources: social, forums, direct, …
- Increase content, increase traffic, have backlinks, how much is it? If you only increase the traffic but the content on the site is poor, it will adversely affect the website.
- What are the links for new posts, old posts, and view for those posts?
- Calculate the growth of traffic for weeks one, two, three, four …
Budget
Based on the project deadline and the maximum amount of costs to optimize the issues:
- How many people are needed for the project
- Tool purchase cost (if necessary)
- Cost for each employee
- Advertising expenses (if needed)
- Link purchase costs (if buying links)
- What is the budget for the project?
Step 7: Install tracking tool
Google tools: SEO Planning
Google Search Console: Intuitive video installation guide: https://tutorial.vietmoz.vn/huong-dan-cai-dat-google-webmaster-tools
Google Analytics: Installation instructions: https://tutorial.vietmoz.vn/huong-dan-cai-dat-google-analytics/
Detailed instructions for using Google Webmaster Tools: https://vietmoz.net/huong-dan-su-dung-search-console
Tools to track user behavior on the website
Hotjar Tools: https://www.hotjar.com/
Heap Analytics Tool: https://heapanalytics.com/
CrazyEgg Tools: https://www.crazyegg.com/
Keyword ranking testing tool
Helu Ranking: https://ranking.helu.vn/
NinjRank Software: https://www.phanmemninjarank.com/
Rank Tracker of Seo Power Suite
Among the above tools, you should try to use Rank Tracker.
Trending tracking tools – SEO Planning
Google trend: https://trends.google.com/trends/?geo=VN
MozCast
Bad backlink removal tool
Link Detox
Disavow Link Tool: https://www.google.com/webmasters/tools/disavow-links-main?pli=1/
Tools to increase the view
Mozview: https://mozview.vn/
Tool copyright protection articles
DMCA: https://www.dmca.com/badges.aspx?ref=badge-carousel/
This is a very essential tool to protect (self-written) content on your website.
Step 8: Optimize onsite
After analyzing your website and your competitors, you will know the disadvantages and what to do about the website, right? From there, you need to optimize your website based on your own disadvantages. Here are some points you need to keep in mind when optimizing onsite:
Optimizing website speed to increase user experience (Source: Internet)
Site speed – SEO Planning
Pingdom speed testing tool to check current page load time: https://tools.pingdom.com/
Tools to optimize page loading speed like Google Pagespeed: https://developers.google.com/speed/pagespeed/insights/
Optimize Crawlability
Check to see if the website has a crawl issue and if any, optimize it:
- Broken Link
- Poor Internal Link
- Complex URL
- Dynamic Page
- Code Bloat
- Error in Robots.txt
- Orphan Page
- Moving Your Site (301)
- No Sitemap
- Fancy Technology
- 404 Page
Mobile friendly: https://search.google.com/test/mobile-friendly/
Step 9: SEO Planning: Write articles + Onpage + Internal links
In this step, you have to just write the article and optimize the onpage for that article. We will go into each part:
Reply
Previously, most people followed the standard SEO articles to optimize for Google Bot. But now, when the content does not provide enough information for users, it will also affect the ranking of the website. The content of the article should contain the following elements:
- Relevant
- Useful – helpful
- Slightly – fragmented content
- Fresh
- Unique
You can refer to the article using Google Alert to track new content: https://tutorial.vietmoz.vn/su-dung-google-alert-de-theo-doi-noi-dung-moi/
How to create content:
- Determine the target
- Identify the problem
- What is the solution of the problem?
- Develop content strategies related and shared
- Divide the array of content to do
- Building a series of accompanying articles, using the formula 5W-1H
- Create supporting content (videos, music, ..)
- Complete content, reread content
Content creation based on 5W-1H formula (Source: Internet)
Onpage optimization – SEO Planning
URL: the url should not be too long, it should be less than 70 characters in length.
Title: title length: max 60 characters, the keyword appears in the title and appears at the beginning, if possible, it should contain the main keywords involved.
Heading: in the article, the article name is H1. In the column, category name is H1, article name, product, service will be H2. Use the Web Developer tool to check the Heading tab on the page.
Keyword Density: You should avoid optimizing keyword density by black hat SEO field, it will easily cause you to be penalized. Keyword density should be less than 5%.
Internal links: You need to optimize internal links that are relevant, pay attention to the context of use and need to attract users to click on that link.
External link: according to Moz, the external link on a page is a maximum of 30 links.
Body, Strong: use bold, italicize keywords
Length: the length of the article content is at least 1000 words.
Meta description: under 155 characters
Keywords: should appear in the first 150 words, keyword density less than 5%
Image: The article should have at least 1 image, with alt attributes, image captions, and image links.
Nofollow links: when links are outside the site, use the noffollow link.
You can refer to the TIPs, tips on optimizing SEO Onpage on vietmoz.net.
Step 10: Testing A / B
After writing the article and optimizing for the website, perhaps most beginners think of making backlinks and increasing website traffic. But you have ignored whether the website has been optimized well, users on the web have converted, how the user experience on the web, …?
To answer these questions, you need A / B Testing for the following:
- Interface ⇒ Does it optimize UX, UI yet?
- Does ⇒ Does your content attract users?
- Internal links ⇒ How much do users click on the link, stimulating user curiosity?
- Keywords ⇒ What kind of keywords that have high conversion?
The user tracking tools on the page mentioned above such as Hotjar, Heap Analytics, Crazy Egg will tell you whether the user clicked on the link, what the user stayed on the page to read, what actions vi and Actions that the user has taken on the website, customer journey on the website … From there you change the context of the link, the content accordingly and continue testing.
To find keywords that convert, you can run Adwords to measure and test the content and keywords. From there it is possible to find out which target audience and content keeps the customer from staying on the page. If the user has no interaction on the page, then they need to optimize and continue testing.
Step 11: SEO Planning: Optimize conversion rates
After finding the content, interface, keywords that bring the conversion, your job is to optimize according to the content tested. Also, when optimizing conversion rate you need to keep in mind two main things:
- Optimizing customer ratio
- Optimizing investment costs
Optimize conversion rate when visitors come to the site (Source: Internet)
Instructions for optimizing conversion rates that you must know:
Optimizing Landing Page: help increase conversion rate 300%
Optimize traffic: to get higher conversion rates
Step 12: Making link + view + content
Link + view + content should be done in tandem with each other, because if only link and content are created, but too few views are not guaranteed to be reliable. Or just write content without views, no signals from outside the website nor guarantee the effectiveness of the campaign.
Backlink
In step 6, you have a plan to make a backlink, a number of articles to be written, a number of links to do and now you just need to follow that plan. The work at this step is:
- Search forums
- Filtering quality forums
- Filter and select the article to put the link on satellite system (if any)
- Forum registration
- Post an article
- Make signature links and insert links
Note: The growth of the link. At the same time, if the website is new and has no ranking, no trust, then write the content first, after 3 to 6 months to start making links.
View
Just increase the view for the website by increasing keyword rankings, and:
- Share social networks
- Using tools
Step 13: Website administration
In the process of doing, you need to manage the issues as well as make sure the work is carried out day by day, week, and month.
Work by day – SEO Planning
For daily jobs, it is necessary to have specific daily work frequency for personnel to perform:
- Write as many articles / day
- How many links / day
- Increase traffic / day
Work by the week
- Check keywords 2 times / week
- Check webmastertool and analytics for parameters to see the growth of the website, check if the web is having problems?
- Check backlink to see if the link was shot dirty or not dead link?
- Check analytics to see traffic fluctuations on your site.
- Has the personnel completed the work of the week?
Job by month
Each month needs to be drawn out
- What impact did the website have and the outcome?
- What will be adjusted for next month?
- Website health check
Step 14: Measure effectiveness
Most SEOers think that the effectiveness of a project is when the keyword goes to the TOP, but from the perspective of investors, the effectiveness is measured when optimizing the cost and converting when users visit the web.
So, in the process of doing SEO you need to measure the effectiveness of:
- Keyword rankings
- The amount of traffic
- Conversion rate
In the process of website SEO, you will surely see the case of keywords that dropped the top. You should go back to the first step of the Audit website and combine the corrective steps when the keyword drops the top to pull back the rankings for the website.
These are all SEO implementations for beginners and you can get started now.
Author: Chocopie Love
Excerpts from the content of VietMoz SEO class
All citations please source: https://vietmoz.edu.vn