SEO For Government Agencies. In Partnership with RBFF

Transcription

1 SEO For Government Agencies In Partnership with RBFF

2 2

3 01 Who is Blast Agenda Why SEO Matters to You What is SEO Benefits of SEO How to Begin

4 4

5 Services Overview Data Strategy Management Business Intelligence Product & Customer Analytics Analytics Governance Analytics Maturity Data Visualization/Dashboards Analytics Roadmaps & Audits Measurement Strategy (Goals/KPIs) Implementation & Automated QA Clickstream Analysis Automation & Dashboards Analysis + Insights An extension of the RBFF team Market Opportunity/Threat Analysis Marketing Mix Modeling (MMM) Attribution Modeling LTV, Product Lifecycle, Demand Analysis Marketing Dashboards PPC Management & Optimization Paid Social Marketing Audits & Strategic Roadmaps Custom & Cross-Channel Reporting Multi-Channel Remarketing Integrated UX, Message, Match, & Testing Testing, Strategy, & Governance Personalization & Segmentation Test Execution Analysis & Recommendations Landing Page Optimization User Research & Testing Content Strategy & Development SEO Audits: Content, Technical, Social, Authority, Velocity Ongoing Search Engine Optimization (SEO) Local Search Management Global SEO SEO Training 5

6 RBFF Partnership History 2013: Start of Partnership Organic Search Continuous, Long-Term Growth 6

7 Other Government Agency Partnerships HHS.gov 7

8 Increasing the Probability of Success for 8

9 Blast Differentiators Data Based Transparent Training/Enabling Strategic and Tactical 9

10 A Unique, Proven Process 10

11 01 Who is Blast Agenda Why SEO Matters to You What is SEO Benefits of SEO How to Begin

12 Why SEO Matters to you Demand-driven (makes sure you re answering user needs) where do I get a fishing license when do i need a fishing license boat registration fees when does deer season start 12

13 Why SEO Matters to you Improves availability and accessibility of information Sources:

14 Why SEO Matters to you Louder voice (dissemination of information) the bald and gold eagle protection act 14

15 Why SEO Matters to you Clears obstacles 15

16 Why SEO Matters to you Clears obstacles 16

17 Why SEO Matters to you Helps you improve the user experience 17

18 Why SEO Matters to you Helps you set and reach your goals 18

19 01 Who is Blast Agenda Why SEO Matters to You What is SEO Benefits of SEO How to Begin

20 SEO Methodology Rank Click Convert Success is achieved when winning all three fronts 20

21 SEO Methodology Rank 21

22 SEO Methodology Rank nevada fishing license 22

23 SEO Methodology Click On average, five times as many people read the headline as the body copy. When you have written your headline, you have spent eighty cents out of your dollar. David Ogilvy 23

24 SEO Methodology Click 24

25 SEO Methodology Convert 25

26 SEO Methodology Demand-Driven 26

27 SEO Methodology You spent hours writing and designing your new content. By spending extra minutes, you can drastically increase performance. + Great Content + Great Design + Great Code + (Wrong Keyword) = 100 Visits + Great Content + Great Design + Great Code + Optimal Keyword = 3,000 Visits 27

28 SEO Methodology Strategic + Tactical 28

29 01 Who is Blast Agenda Why SEO Matters to You What is SEO Benefits of SEO How to Begin

30 Increase Brand Awareness 30

31 Improve User Experience (UX) 31

32 Improve User Experience (UX) Rank Click Convert Success is achieved when winning all three fronts 32

33 Improve User Experience (UX) 33

34 Improve User Experience (UX) Landing Page Optimization 34

35 Improve User Experience (UX) online fishing license 35

36 Improve User Experience (UX) 36

37 Improve User Experience (UX) SEO = UX 37

38 Improve User Experience (UX) 38

39 Improve User Experience (UX) 39

40 Improve User Experience (UX) 40

41 Improve User Experience (UX) 41

42 Improve User Experience (UX) 42

43 Improve User Experience (UX) Google Search is just one product of many 43

44 Audience Diversity Reach All Groups 44

45 Easier Website Management 45

46 Easier Website Management 46

47 Easier Website Management 47

48 Lower Maintenance Costs TakeMeFishing SEO Content Theme Strategy Overall Broad Keyword Theme = fishing 48

49 Lower Maintenance Costs Lower Costs 49

50 Cross-Channel Benefit I have so many questions 50

51 Cross-Channel Benefit the answer to all of my questions 51

52 Cross-Channel Benefit Paid Search Social Referral Direct 52

53 Avoid Content Gaps 53

54 Avoid Content Gaps TakeMeFishing SEO Content Theme Strategy Overall Broad Keyword Theme = fishing 54

55 Cover Customer Journey 55

56 Cover Customer Journey Awareness Stage Interest Stage 56

57 Cover Customer Journey Content Roadmap 57

58 Rank + Click + Convert Benefits 58

59 Benefit: Right Pages Ranking Rank nevada fishing license 59

60 Benefit: Demand-Driving Content Rank fishing hot spots fishing tips best lures Average Monthly Searches 2k 5k

61 Benefit: Beat Competitors Click 61

62 Benefit: Meeting Goals Click 62

63 Benefit: Meet Funding Requirements Click = 63

64 Benefit: Greater Influence Click 64

65 Benefit: Build Trust & Confidence Convert 65

66 Benefit: Increased Revenue Convert 66

67 Benefit: Getting People Outside Convert 67

68 01 Who is Blast Agenda Why SEO Matters to You What is SEO Benefits of SEO How to Begin

69 SEO is a Process 69

70 First Step: Learning 70

71 Second Step: Remove Roadblocks & Issues 71

72 Action Plan: Tactical First Steps 5 actions we can get moving on right away to help start moving the needle. 1) Map keywords to top pages (Blast) 2) Increase static unique content on home & category pages (Blast & RBFF) 3) Remove headings from universal elements (RBFF) 4) Refine heading markup (RBFF) 5) Optimize meta data (Blast & RBFF) FIRST Confirm priorities SECOND Start taking action with a balance of efforts between complex high priorities and quick wins to start moving the needle in the shortterm and achieve long-term sustainable results. 72

73 Action Plan: Strategic First Steps Site-Wide, Long-Term Efforts 1) Develop strategy for efficient optimization 2) Map Keywords to all pages 3) Change the balance of duplicate to unique content 4) Continue to Develop Content Suites 5) Continue Filling Content Gaps (Customer Journey/Keyword) 73

74 Training : Strategy Discovery Audits (Content, Velocity, Authority, Social, Technical, Velocity, Competitor, International) SEO Priorities & 3 Month Plan (update monthly) Goals & Digital Measurement Framework (DMF) Strategic Keyword Research Content Theme Strategy (Keyword mapping) Market Share & Opportunity Business Cases Content, Search & Customer Journey (Intent Gap) Analysis SEO Strategies (Web, Blog, Social, Video, Image) International & Multi-Domain SEO Strategy Optimization SEO Performance Analysis & Insights Assess and evolve SEO Maturity to continually deliver measurable results and meet goals SEO Tool Management/Optimization Identify SEO/UX optimization opportunities using quantitative/qualitative data & heuristic evaluation SEO Process & Key Deliverables Implementation SEO Analytics, Dashboards & Reporting SEO Mgmt & Measurement Tool Setup Content Roadmap & Tactical Keyword Research Content Suite & IA/Nav/Link Strategy Content Recommendations & Reviews Content, Technical, Authority/Link Implementation Content Marketing (Off-site optimization including Social, PR, Video, Image, PDF, other assets) International SEO Content & Technical Implementation (cctld/country/language) Regional/International Outreach Design/Platform upgrade and domain migration Training SEO Training (1:1, Group/Classroom) SEO Governance - Workflows/processes, CoE centralized resources/standards, etc. SEO Maturity Assessment 74

75 Thank you! Blast Team

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