Process

Position Research employs a methodical process to develop a winnable Organic Optimization keyword strategy.  That process incluces:

  • 1. Keyword Exploration
  • 2. Competitive Benchmarking
  • 3. Website Construction Obstacles
  • 4. Final Keyword List
  • 5. Keyword Mapping
  • 6. Implementation (On-Page & Off-Page)
  • 7. Campaign Maintenance

When a qualified prospect asks us, “how much will it cost”, our answer is: we don’t know until we conduct the first 4 steps of our process.  We need to conduct our due diligence to establish what may be necessary to compete with websites currently ranking for desired keywords.   In order to answer these questions we follow these steps.

Step 1

Qualified prospects are asked to send us a starter list of keyword phrases they believe their best converting customers would use to find website offering their products and services.  This list should be no grater than 20-25 keyword phrases.  For help determining good keywords, click here.

Step2

Once we receive an initial list, Position Research uses Word Tracker and other similar tools to expand the keyword list.  This effort assures that we have identified all potential keyword phrases (singulars, plurals, synonyms, etc.).

Step 3

The list from Step 2 is reduced to those that are:

  • relevant, and
  • popular
  • have high alternative PPC value

This shorter list of keywords are used in SE ANALYST to determine the relative competitiveness of each keyword and how well the clients site will perform when Organic Optimization practices are implemented.

The data (SAMPLE report here) from SE ANALYST is presented in a complex spreadsheet. A tour of the spreadsheet and the implications of the data takes about 30 minutes.  Only then can the client understand the Organic Optimization dynamics associated with each keyword space.

The spreadsheet also includes a semi-automatic costing model that is used to illustrate the estimated cost for various keyword choice scenarios.  Once the choice of keywords is finalized, the costing may be committed to a formal Organic Optimization Proposal.

Step 4

A formal Organic Optimization Proposal is delivered to the client for close review. The proposal has several sections covering specific deliverables and how we propose to implement them.

The proposal is several pages long (click here for SAMPLE).  It is not that we like lots of paperwork.  Rather, we just want to be sure that each party has a proper understanding and reasonable expectations of what we will do.  And the only way I know how to do that is to issue a comprehensive proposal that will likely generate some questions.

Step 5

Assuming that the formal proposal is acceptable, order placement is next.  A page in the formal proposal may be used to process an order, or Position Research can issue a formal invoice to be used by a clients’ accounts payable department.  We consider an order placed when we receive the initial payment.

Step 6

Within one week of receipt of your order, Position Research’s SEO production staff will send an “Action Plan”.  This action plan will map out the primary tactical elements and their implementation schedule.  It will also cover Position Research and Client’s responsibilities.  Clients are asked to review this Action Plan, modify if necessary and approve it.  Our work will start after receipt of the approved plan.

Optimization of website content is typically completed and link building initiated within 2-3 weeks after approval of the Action Plan (see SAMPLE here).  Additional website content supplied by Client will be optimized within 2 weeks of its availability.  Link optimization typically progresses at a rate of 15-20 links per month.

SEO results typically will start to appear in the first 45-60 days after the initial page optimization is complete for pre-existing websites in good standings with the search engines.  New websites can take more than 6 months to receive initial rankings from Google, sooner for other search engines.  Rankings will continue to increase as the campaign matures. The rate of increase is largely dependant on the number of links required to support the campaign.  Rankings for less competitive keywords may show the most improvement earlier in the campaign, while rankings for the most competitive keywords may require completion of link building effort before they see their matured rankings.