SEO Strategy
Google's August 2018 core algorithm update made user experience, content strategy and brand authority of upmost importance for SEO page ranking. My SEO strategies include various ways to optimize for search, like updating website content to become featured snippets, using structured data, creating AMP pages, updating Google My Business accounts, conducting keyword research to improve H1s and title tags, how to become 508 compliant and more.
DIGITAL MARKETING
For every digital strategy, I conduct competitor and situational analyses using various forms of research (client-driven, user-driven, and data-driven: using platforms like Google Analytics, Google Console, HotJar, Similar Web, SEMrush, and Moz).
Each digital marketing campaign starts with setting goals that map back to the business and marketing stage.
The next step is to define objectives and KPIs. I will set baseline KPIs to review, and then provide the client with separate SMART objectives that map back to goals.
For paid marketing, it is important to understand key segments and demographic information. I will segment this data in order to start figuring out what our paid strategy will be.
In order to achieve our goals and meet our objectives, we need tactics. I will create a set of realistic tactics we need to complete by marketing stage and action.
Each tactic plan will be customized by persona, and will include tactics by marketing stage, and a message strategy for content.