This document discusses the marketing and measurement plan as applied to SEO. It defines the marketing and measurement plan, focusing on goals, KPIs, targets, and segmentation. It then shows how this plan can be applied specifically to an SEO strategy, including examples of strategic SEO plans. It also provides bonuses on workflow/project scheduling and a methodology for organic growth forecasting.

1. The Marketing & Measurement
plan Applied to SEO
Felipe Bazon
@SeoBazon
@seobazon
hedgehogdigital.co.uk
hedgehogdigital.co.uk/br
seobazon.com

2. WHAT IS THE MARKETING AND MEASUREMENT PLAN?
WHAT IS IT FOR?
WHERE IT IS NORMALLY USED?
APPLYING THE M&M PLAN TO SEO
THE M&M SEO PLAN
EXAMPLES OF M&M’S SEO PLANS
BONUS 1: WORKFLOW AND PROJECT SCHEDULE
BONUS 2: ORGANIC GROWTH FORECAST ®
@SeoBazon
WHAT WE’LL COVER TODAY:

3. @SeoBazon referência: https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
"The root cause of failure in most digital marketing campaigns is
not the lack of creativity in the banner ad or TV spot or the
sexiness of the website. It is not even (often) the people involved.
It is quite simply the lack of structured thinking about what the
real purpose of the campaign is and a lack of an objective set of
measures with which to identify success or failure.”
- Avinash Kaushik

4. AVINASH KAUSHIK
@SeoBazon

5. SEMRUSH SUMMER JAM HELSINKI EDITION
@SeoBazon

6. THE MARKETING AND
MEASUREMENT PLAN
@SeoBazon

7. WHAT IS THE MARKETING & MEASUREMENT PLAN
@SeoBazon

8. FOCUS AREAS
@SeoBazon referência: https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
3 ACTION A.K.A. CONVERSIONS
2 BEHAVIOUR
1 ACQUISITION

9. THE 5 STEPS PROCESS
@SeoBazon referência: https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
1. Define Business Goals
2. Define Crisp Goals
3. Define KPIs
4. Set Targets for each KPI
5. Define Segmentation

10. O PLANO DE MENSURAÇÃO E MARKETING BY AVINASH KAUSHIK
@SeoBazon referência: https://www.analiticaweb.es/definiendo-plan-medicion-web-efectivo/
1. OBJECTIVE
2. GOALS
3. KPIS
4. TARGETS
5. SEGMENTATION

11. APPLYING
THE MARKETING &
MEASUREMENT
PLAN TO SEO
@SeoBazon

12. IN SEO WE REDUCED A STEP …
@SeoBazon
1. Define Business Goals
2. Define Strategies
3. Define KPIs
4. Define Tactics

13. THE MARKETING & MEASUREMENT SEO PLAN
@SeoBazon
OBJETIVO Converter-se no maior E-commerce de Moda do País
ESTRATÉGIAS
OPTIMISE PLATFORM
PERFORMANCE
(CRAWL + LOADING TIME)
IMPROVE ORGANIC VISIBILITY OF
NON-BRANDED KEYWORDS
INCREASE POPULARITY &
AUTHORITY
KPIs INDEXED PAGES LOADING TIME AVG. POSITION
ORGANIC
USERS/
SESSIONS
BACKLINKS
REFERRAL
TRAFFIC
TÁTICAS SITEMAP.XML
COMPRESS
IMAGES
LOG SERVER
ANALYSIS
COMPRESS
HTML
FIX CRAWL
ERRORS &
ISSUES
CACHE JS & CSS
KEYWORD RESEARCH
BASIC ON-PAGE OPTIMISATION
(TITLE, METAS, H1, ETC)
CONTENT OPTIMISATION
(TEXTS, IMAGES, ETC)
CREATIVE CAMPAIGNS
CONTENT 10X
OUTREACH

14. STRATEGIC SEO PLAN
@SeoBazon
OBJETIVO Converter-se no maior E-commerce de Moda do País
ESTRATÉGIAS
OPTIMISE PLATFORM
PERFORMANCE
(CRAWL + LOADING TIME)
IMPROVE ORGANIC VISIBILITY OF
NON-BRANDED KEYWORDS
INCREASE POPULARITY &
AUTHORITY
KPIs INDEXED PAGES LOADING TIME AVG. POSITION
ORGANIC
USERS/
SESSIONS
BACKLINKS
REFERRAL
TRAFFIC
TÁTICAS SITEMAP.XML
COMPRESS
IMAGES
LOG SERVER
ANALYSIS
COMPRESS
HTML
FIX CRAWL
ERRORS &
ISSUES
CACHE JS & CSS
KEYWORD RESEARCH
BASIC ON-PAGE OPTIMISATION
(TITLE, METAS, H1, ETC)
CONTENT OPTIMISATION
(TEXTS, IMAGES, ETC)
CREATIVE CAMPAIGNS
CONTENT 10X
OUTREACH

15. EXAMPLES OF STRATEGIC SEO PLANS
@SeoBazon

16. @SeoBazon
EXAMPLES OF STRATEGIC SEO PLANS

17. BONUS 1:
WORKFLOW &
PROJECT SCHEDULE
@SeoBazon

18. SEO WORKFLOW
@SeoBazon
Audit
Code
On-page
UX
&
Accessibility
Discovery, analysis and learning stage Project Planning
Execution
Strategic Plan
Tactical Plan
Content
Popularity
&
Monitoring
&
Reporting

19. PROJECT SCHEDULE
@SeoBazon

20. BONUS 2:
ORGANIC GROWTH FORECAST
@SeoBazon

21. ORGANIC GROWTH FORECAST ®
@SeoBazon
“A methodology developed to forecast organic growth for an SEO
project. Calculations are based on a group of keywords, search
volume, average position, CTR, conversion rate & average order
value.”
- Felipe Bazon

22. ORGANIC GROWTH FORECAST ® : STEP-BY-STEP
@SeoBazon
1. DEFINE A GROUP OF 100 KEYWORDS AND DETERMINE THEIR SEARCH VOLUME
AND CURRENT RANKING.

23. @SeoBazon
2. ADD ALL THE SEARCH VOLUMES AND DETERMINA AVG. POSITION
ORGANIC GROWTH FORECAST ® : STEP-BY-STEP

24. @SeoBazon
3. GET THE ORGANIC TRAFFIC ECOMMERCE CONVERSION RATE AND AVG. ORDER
VALUE. TIP: USE A 12 MONTHS PERIOD TO IRON OUT SEASONALITIES.
ORGANIC GROWTH FORECAST ® : STEP-BY-STEP

25. @SeoBazon
4. DEFINE AVERAGE CTR FOR EACH ORGANIC POSITION
referência: https://www.advancedwebranking.com/ctrstudy/
ORGANIC GROWTH FORECAST ® : STEP-BY-STEP

26. @SeoBazon
5. FORECAST ORGANIC GROWTH
ORGANIC GROWTH FORECAST ® : STEP-BY-STEP

27. @SeoBazon
6. AGGREGATE THE DATA
DOWNLOAD ORGANIC GROWTH FORECAST
ORGANIC GROWTH FORECAST ® : STEP-BY-STEP

28. AND REMEMBER …
@SeoBazon

29. BASIC IS ADVANCED!
@SeoBazon

31. https://www.youtube.com/c/DontPanicItsOrganic

32. THANK YOU!
Felipe Bazon
@SeoBazon
@seobazon
seobazon.com
hedgehogdigital.co.uk/br/blog