Having a robust online presence is crucial for the success of any small to medium-sized company. Search Engine Optimisation (SEO) is a vital component of this presence, driving organic traffic, enhancing visibility, and ultimately boosting conversions and revenue. We have put together an SEO business plan, designed to provide a structured approach to improving your company’s search engine rankings and online visibility.

SEO is an ever-evolving field, influenced by changes in search engine algorithms, industry trends, and consumer behaviour. Therefore, it is essential to approach SEO with a dynamic and flexible strategy. Regular consideration and quarterly revisions of the SEO plan ensure that your efforts remain aligned with current best practices, opportunities for improvement are identified, and the company adapts to the shifting digital environment.

SEO Business Plan

1. Executive Summary

• Objective: Increase organic search traffic, improve search engine rankings, and boost online visibility for the company.
• Goals:
  • Increase organic traffic by 30% in the next 12 months.
  • Achieve top 5 rankings for at least 10 high-intent keywords.
  • Improve website conversion rate by 20%.

2. Market Analysis

• Industry Overview: Brief overview of the industry, key players, and digital movement using Google trends.
• Competitor Analysis: Identify and analyse top competitors’ SEO strategies, keyword usage, backlink profiles, and content marketing efforts.
• Target Audience: Define the target audience, including demographics, interests, and online behaviour.

3. SEO Strategy

• Keyword Research:
  • Use tools like Google Keyword Planner, Ahrefs, and SEMrush to identify relevant keywords.
  • Focus on long-tail keywords with moderate competition and high search intent.
• On-Page SEO:
  • Optimise title tags, meta descriptions, and header tags with targeted keywords.
  • Improve URL structures, ensuring they are clean and keyword-rich.
  • Enhance internal linking and anchor text strategies.
  • Optimise images with alt text and descriptive file names.
• Content Strategy:
  • Create high-quality, engaging, and informative content tailored to the target audience.
  • Develop a content calendar with blog posts, articles, infographics, and videos.
  • Implement content clusters around key topics to establish authority.
• Technical SEO:
  • Ensure mobile-friendliness and responsive design.
  • Improve site speed and performance using tools like Google PageSpeed Insights.
  • Implement schema markup for rich snippets.
  • Conduct regular technical audits to fix crawl errors and broken links.
• Local SEO:
  • Optimise Google My Business listing with accurate information and keywords.
  • Build local citations and ensure NAP (Name, Address, Phone) consistency across directories.
  • Encourage and manage customer reviews on Google and other local platforms.
• Link Building:
  • Develop a strategic outreach plan to acquire high-quality backlinks from reputable sites.
  • Utilise guest posting, partnerships, and industry directories for link building.
  • Create shareable content that naturally attracts backlinks.

4. Implementation Plan

• Phase 1: Initial Setup (Months 1-2)
  • Conduct a comprehensive website audit.
  • Perform keyword research and competitive analysis.
  • Optimise existing content and technical aspects.
• Phase 2: Content Creation & Optimisation (Months 3-6)
  • Develop and execute content calendar.
  • Implement on-page SEO and internal linking strategies.
  • Start local SEO optimisation.
• Phase 3: Link Building & Off-Page SEO (Months 7-9)
  • Launch outreach campaigns for link building.
  • Focus on PR and social media strategies to increase online presence.
• Phase 4: Monitoring & Adjustment (Months 10-12)
  • Track performance using tools like Google Analytics and Search Console.
  • Adjust strategies based on data and insights.
  • Conduct ongoing technical audits and optimisation.

5. Tools and Resources

• Keyword Research: Google Keyword Planner, Ahrefs, SEMrush
• Technical SEO: Screaming Frog, Google PageSpeed Insights
• Content Creation: Grammarly, Canva, BuzzSumo
• Analytics: Google Analytics, Google Search Console
• Link Building: Ahrefs, BuzzStream, Moz Link Explorer

6. Budget and Resources

• Personnel: In-house team vs. hiring an SEO agency
• Tools Subscription: Monthly/annual costs for SEO tools
• Content Creation: Budget for writers, designers, and video creators
• Link Building: Outreach campaigns, guest posting fees, PR efforts

7. KPIs and Measurement

• Traffic Metrics: Organic traffic growth, bounce rate, session duration
• Ranking Metrics: Keyword rankings, number of keywords in top 10
• Conversion Metrics: Conversion rate, goal completions, lead generation
• Engagement Metrics: Pages per session, social shares, time on page
• Technical Metrics: Site speed, mobile usability, crawl errors

8. Review and Adjustments

• Monthly Reviews: Analyse performance data and make necessary adjustments.
• Quarterly Audits: Comprehensive review of SEO strategies, content performance, and technical health.
• Annual Strategy Update: Revise SEO plan based on annual performance, industry trends, and business goals.

Quarterly Revisions

SEO is not a set-and-forget strategy. To ensure continuous improvement and adaptability, quarterly revisions are essential. Here’s why and how to conduct these reviews:

Why Revise Quarterly?

1. Algorithm Updates: Search engines frequently update their algorithms, which can impact your rankings. Regular revisions help you stay compliant with these changes.
2. Performance Tracking: Quarterly reviews allow you to analyse performance data, identify trends, and measure progress against your goals.
3. Content Relevance: Consumer interests and search behaviours evolve. Revising your content strategy ensures your material remains relevant and engaging.
4. Competitor Analysis: Your competitors are also optimising their strategies. Regularly analysing their efforts helps you stay competitive.
5. Technical Health: Regular audits help identify and fix technical issues that could hinder your website’s performance.

How to Conduct Quarterly Revisions

1. Performance Analysis: Use tools like Google Analytics and Search Console to review key metrics such as organic traffic, bounce rates, and conversion rates. Compare these against your set goals.
2. Keyword Review: Assess the performance of your targeted keywords. Identify new keyword opportunities and adjust your strategy accordingly.
3. Content Audit: Evaluate the performance of your existing content. Identify underperforming pages and update them with fresh, relevant information.
4. Technical SEO Audit: Conduct a technical audit using tools like Screaming Frog to identify issues such as broken links, crawl errors, and site speed problems.
5. Competitor Benchmarking: Analyse your competitors’ SEO strategies. Identify their strengths and weaknesses and adapt your approach to leverage these insights.
6. Plan Adjustments: Based on the findings, adjust your SEO strategy. This could involve updating your keyword targets, refining your content strategy, or addressing technical issues.

With regular reviews and adjustments to your SEO strategy, you can ensure your company remains agile, competitive, and well-positioned to capitalise on the ever-changing online world of search.

David Irvine

Hi, I’m Dave. I’ve been building websites and helping businesses grow online for over 20 years. If you think we can work together, get in touch today and say hello.