2013 seo plan update 1242013 - gmac


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2013 seo plan update 1242013 - gmac

  1. 1. Search Engine Optimization (SEO) Plan January 2013 Liz Conn Web Strategy & Operations 1
  2. 2. Agenda • The Importance of SEO in Digital Strategy • Mission & Goals • SEO Channels • Overall SEO Plan • SEO Plan by Channel  Web SEO  Mobile SEO  Video SEO • Next Steps 2
  3. 3. The Importance of SEO in Digital Strategy 3 Search Engine Optimization, or SEO is the process of improving visibility of a website or video in unpaid search results in search engines such as Google, Bing and Yahoo. SEO is important because it: • Allows for higher site visibility • Helps people find our sites and content • Can help to achieve business goals
  4. 4. Mission & Goals Mission Goals 4 Appear within the top 3 positions for top 10 search terms in each channel on search engines used by our audiences. Increase visits and views to GMAC digital properties by 5%. Show site links for both mba.com and gmac.com for important search terms. Establish an SEO program for all GMAC digital properties to optimize GMAC content and visibility in search engines.
  5. 5. SEO Channels The SEO plan will include specific goals for each of GMAC’s digital channels including: 5 Websites Mobile Sites Video
  6. 6. Overall SEO Plan • Research hiring SEO consultant versus completing analysis on our own, make recommendation by end of January 2013. • Establish specific SEO goals for each digital property. • Determine which search engines we need to be visible in for all channels. • Complete a competitor analysis for top ten keywords and key phrases for each site/channel. • Review our site submission (.xml file) to search engines to confirm it includes all content and all content types. • Create monthly SEO report. 6
  7. 7. SEO Plan by Channel Web • Audit mba.com and gmac.com keywords, key phrases, meta-descriptions and meta-titles; use results to optimize search results. • Audit URL structure of sites, optimize URLs to optimize search results. • Restructure media library, add alt-tags to all images. • Review page markup factors such as title tags, meta tags, headings, keyword formatting, flash, etc. • Review SEO best practices in our copywriting including links, title elements, and ALT attributes. Make sure content is useful and descriptive to the user. 7
  8. 8. SEO Plan by Channel | continued • Make considerations for international and multilingual SEO. • Research three to five new (not currently ranked) search terms for mba.com and gmac.com. • Ensure Sitelinks appear for important search terms for mba.com and gmac.com. Mobile • Analyze and reorganize mobile site URLs/URL structure. • Optimize mobile site pages for SEO including keywords, meta-descriptions and meta-titles. • Optimize video for mobile. • Audit search terms driving traffic to mobile sites. 8
  9. 9. SEO Plan by Channel | continued Video • Include transcripts for every video on all websites. • Increase views of videos on Brightcove and Youtube by sharing video content on third-party channels including Facebook, Twitter, and LinkedIn and content partners such as Beat the GMAT and GMAT Club. • Review and update video titles, descriptions and keywords, create folder structure in Sitecore to organize videos. • Audit Youtube Channel including video titles, descriptions and keywords; use results to optimize. • Test promoted Youtube videos. 9
  10. 10. 10 Next Steps • Create detailed SEO plan with specific tasks and assignments by end of January 2013. • Complete SEO consultant analysis by early January 2013. • Create draft SEO report for review by early February 2013.