What I didn’t anIcipate: Liele success pitching as the client. Had to turn to personae. Eﬀect on internal team morale. Client delays with legal, markeIng and IT. THAT THE CLIENT HAD HIRED ANOTHER SEO TO DO THE SAME THING! #@(!
Intake Phase Data collecIon -‐ analy2cs, logins, webmaster accounts, necessary approval process, business insight, internal calendars & resources MarkeIng – Marke2ng campaigns, social media, IT, and PR processes Outreach access (email as client)
Research & Discovery Phase Review – data/content, query meets intent? If no, build resources. If yes, move forward. Strategy formaIon – based on 2meframe, resources and goals DocumentaIon – in the event of turnover
Strategy Approval Phase ExpectaIons – deﬁned, strategy re-‐visited if necessary Approvals – received for strategy-‐level and calendar deﬁned for future work Calendar creaIon – responsibili2es assigned to individuals and dates
Tracking Phase Manage expectaIons – internal and external System of accountability – budget, strategy and standing mee2ngs Client communicaIon – keep ac2on-‐focused, data-‐driven and be open to change if focus shi_s (goals/resources)
Now, we have the process. Just need the calendar...
CreaIng Your Link Development Calendar Factors to consider: CONTRACT WEB SITE RESOURCES LENGTH INDUSTRY-‐ SEASONAL SPECIFIC
Calendar ﬁles: Mozilla list of holiday .ics ﬁles by country: hep://www.mozilla.org/projects/calendar/holidays.html Google calendar search for “interesIng calendars”: heps://www.google.com/calendar/render?pli=1 iCal calendars: hep://www.apple.com/downloads/macosx/calendars/ Outlook holidays by country built in: hep://www.addicIveIps.com/microsoU-‐oﬃce/add-‐holidays-‐in-‐ outlook-‐calendar/