Yesterday I wrote a “Pre 2010 Pay Per Click Advertising (PPC) Checklist“, but the truth is if you’re a search engine marketing firm you’ll also need to prep your search engine optimization (SEO) accounts for 2010 as well. So here’s a list of SEO To Dos before the New Year sets in.
Review With The Client: Take a look at the big picture. Where did you rank for terms at the beginning of the year? Where do you rank now? How did incoming organic traffic change over the course of the year? What about your inbound link counts? Overall, what were the successes and/or failures of the previous year?
Determine If The SEO Focus Is The Same: It’s now time to discuss the future with the client, are their SEO goals that same as last year? Are there new pages that have been added to the site? New products? Once the SEO goals for the upcoming year have been established you can move onto the next step.
Review Your SEO Keywords To Determine Relevancy: Go through your current SEO keywords that you track. Are the keywords relevant now that the SEO goals may have changed? If the goals have changed, it’s time to do keyword research and decide what keyword phrases will be added to tracking for the next year.
Assess Upcoming Website Changes That May Affect Your SEO Strategy: This is a good time to sit down with your SEO client and their webmaster. Here are some key questions that you should ask:
Are you planning a website redesign? If so, are you using a CMS? Are you using flash (and how much flash)?
Are you moving servers? If so, are file names changing? Are 301 redirects being put in place? Are both the old server and new server going to be up simultaneously for 30 days?
Are you changing domains? Are you going from a subdomain to a directory or vice versa?
Are there any other known changes that will be made to website in the coming year?
Determine If You Can Provide More SEO Services: Like I mentioned in yesterday’s post, the end of the year is the best time to approach clients about increasing their SEO spend as they prepare their 2010 budgets. So this is the time to entice them with even more SEO opportunities for example:
Do they have a blog? Blogs have been proven to be extremely helpful when executing an SEO campaign. If the client doesn’t already have a blog, can you develop one for them? Or can you help them create a more SEO friendly blog?
Are they participating in social media? Twitter, facebook, etc. it’s not going away so your clients need to be involved. Can you help them execute or monitor social media?
Does your client have digital assets? Videos, whitepapers, blog posts? If your client has these assets just sitting on their site, offer to promote them for more SEO value. You’d be surprised what a little article marketing can accomplish!
**Note: #5 is not for everyone. If you are not an expert in blog development, asset promotion, or social media do not offer it to your clients. Stick to what you know and what you’re good at. If you do decide to offer these services to a client, make sure you either hire an expert or outsource it to an agency who can give your client the results they deserve.