What Does Your "Campaign" Process Look Like?

[paul-bold]

Hey Moz Community!!

Looking to get a broader view of your own "campaign" process after the initial audit and fixes/implementation of recommendations with a new client.

What do you look for/target first? What type of actions/deliverable items do you take have to start optimizing?

Hoping to add to and/or improve my own process and see how everyone else plans and implements a campaign!

Thanks!!

[ClaytonJ]

The question is very open. Step 1 for us for sites with a reasonable amount of search traffic is spending alot of time analyzing data from WMT, Kenshoo & analytic's etc.  We then isolate strengths and weaknesses on the site and see if we can correlate them. Identify customer traits.   We finalize baselines, CTR's and clicks for each page so when we move forward - we have a benchmark.  If find opportunities we then roll the successful ones out slowly on non-key pages, monitoring outcomes.

Then we focus on each page and each SERP and identify the opportunities to increase traffic. Compare with competitors. Then categorize cost and level of importance, then create a to do list. It all takes time, but for a site with  reasonable amount of traffic we increase traffic by 30%+ within 6 months.

[YOM]

Very open question, campaign process is dependant upon the business model, target audience, budget, and expected outcomes. So it would be vastly different however I assume the questions is trying to ascertain and compare the base processes that would be undertaken and how those are prioritised.

We conduct a lot of time initially gathering  and reviewing intel about the business, domain history, WMT, GA etc, I think this is a given for quality process to be established from evidence. How you interpret the priorities from this data depends upon the outcomes you wish to reach, the more competitive and broader the targets the more consideration comes in towards the quality content assets both onsite and creatable. Outreach and Content needs to be thoughtful, creative and above all sharable across Social platforms. So this activity along with other quality linking processes, competitive, keyword and link research are created to bring together both onsite and offsite work we do.

Once you have placed a stake in the ground at the start, we generally see uptrends in traffic and more importantly new customer engagement within a short timeframe, again this is dependant upon what your initial intel work reveals.