The document proposes an SEO strategy for nicoluce.com in 3 phases: 1) On-page SEO focusing on site analysis, keyword research, site structure and content strategy. Analysis found issues that need addressing. 2) Off-page SEO including link profile analysis, link building through content marketing and videos, and SERP analysis. Analysis found room for improvement. 3) Implementation including metrics tracking, tools, and a 1-year budget of €3,400 focused on publishing new content like blog posts, photos and videos. Success would be increased organic search traffic.

1. nicoluce.com
®
Developing an effective
SEO strategy for
nicoluce.com
Team A · February 2015

2. Structure of our proposed SEO strategy
2
1. On-page SEO 2. Off-page SEO
Basics
for SEO
success
2.3 Content Marketing
2.2 Link building
2.1 Link profile analysis
1.4 Content Strategy
1.3 Site structure
1.2 Keyword focus
1.1 Site analysis
2.4 SERP analysis
3. Implementation
3.2 Budget for one year plan3.1 Metrics & Tools

3. O
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1.1 Site analysis
● We used a number of tools to conduct
detailed on-page site analysis.
● The two tools we recommend for future
use are Moz On-Page Grader and Woorank.
● An overview of the results can be seen on
the right of this slide.
● The result of the SEO site analysis is critical
and it is obvious that the site has not been
optimized for search engines.
● Therefore our recommendations will focus
on basic SEO strategies, not on advanced
techniques.
Results
!!! Missing keyword density on the site.
!!! Not enough relevant text & content.
!! Meta data not optimized.
!! Site structure too limited.
! Technical issues.
!!! Missing keyword focus.
3
➡ All issues can be solved with an
effective SEO strategy

4. O
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1.2 Keyword focus
4
● Keyword focus is a trade-off between
search volume and competition.
● Keyword focus is a guidance for the
content strategy.
● The most relevant short tail keyword for
nicoluce.com is “Yoga”.
● Chances that nicoluce.com ranks for short
tail keywords are low, therefore we also
invest in middle and long tail keywords.
● Our keyword focus recommendation is
based on research in the following tools:
Google Keyword Tool, Moz Keyword
Difficulty and keywordtool.io
Recommendation
Keyword Search Volume Competition
Yoga 823,000 Medium
Yoga Video 12,100 Medium
Yoga Retreat 12,100 High
Yoga Teacher Training 9,900 High
Yoga Instructor 4,400 Medium
Yoga Blog 4,400 Low
Yoga Photo 590 Low
➡ Those keywords should guide all
future SEO efforts
Source: Google Keyword Planner

5. O
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1.3 Site Structure
5
● For each service or topic the site must have
one dedicated landing page.
● Based on the keyword focus we propose
the site structure on the right of this slide.
● If nicoluce.com should rank in more
locations, then a languange dimension
should be added to the site structure.
● For each site the titles, descriptions and
meta informations have to be carefully
optimized for the specific keyword.
● We aim for a broad and shallow depth
navigation structure for better crawling.
Recommendation
e.g. German
Nico Luce Yoga Blog
http://www.nicoluce.com/
Yoga Instructor Nico Luce
http://www.nicoluce.com/Yoga-instructor
Yoga Retreats & Courses
http://www.nicoluce.com/Yoga-retreats
Yoga Videos
http://www.nicoluce.com/Yoga-videos
Yoga Photos
http://www.nicoluce.com/Yoga-photos
Yoga
http://www.nicoluce.com/Yoga
English
Nico Luce Yoga Blog
http://www.nicoluce.com/
Yoga Instructor Nico Luce
http://www.nicoluce.com/Yoga-instructor
Yoga Retreats & Courses
http://www.nicoluce.com/Yoga-retreats
Yoga Videos
http://www.nicoluce.com/Yoga-videos
Yoga Photos
http://www.nicoluce.com/Yoga-photos
Yoga
http://www.nicoluce.com/Yoga

6. O
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1.4 Content strategy
6
● We have to add much more text content
with relevant keywords
● We aim to turn nicoluce.com into one of
the world’s best personal blogs about
Yoga.
● With his unique knowledge and content
Nico Luce can become one of the leading
yoga bloggers.
● Transforming the website from a portfolio
to a blog will have many positive
implications on SEO: More frequent
content updates, potentially more social
media engagement and eventually more
direct traffic.
Recommendation
Audience: We will broaden the audience. Currently
nicoluce.com is only relevant for people
interested in Nico. The future audience could be
all people interested in Yoga and a healthy
lifestyle.
Content types: ● Blog-posts (videos, photos, travel,
advice, product tests, recommendations,
exercises, guest posts)
● Yoga Glossary (Yoga Poses & asanas)
● Retreat, course & event descriptions
● Nico’s service offer
Frequency: We aim to publish at least one new piece of
content every work day.
Workflow: We are aware that Nico is already very busy.
Therefore we are going to leverage content and
article writing services.
➡ We recommend to source content
from content and article writing
services.

7. Structure of our proposed SEO strategy
7
1. On-page SEO 2. Off-page SEO
Basics
for SEO
success
2.3 Content Marketing
2.2 Link building
2.1 Link profile analysis
1.4 Content Strategy
1.3 Site structure
1.2 Keyword focus
1.1 Site analysis
2.4 SERP analysis
3. Implementation
3.2 Budget for one year plan3.1 Metrics & Tools

8. O
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2.1 Link profile analysis
8
● We used a number of tools to conduct
thorough link profile analysis.
● The two tools we recommend for future
use are Moz Open Site Explorer and ahrefs
Site Explorer.
● An overview of the results can be seen on
the right of this slide.
● The result of the link profile analysis are
better than the on-page results. Still
inbound link quantity and quality have to
be improved significantly.
● Therefore we aim to diversify linking root
domains and attract links from domains
with higher authority.
Results
➡ The off-page status quo is less critical
than the on-page situation
!! Increase quantity of backlinks.
!! Increase quality of backlinks.
! Gain more social signals.
!!! Diversify anchor phrases and pages.

9. O
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2.2 Link building
9
● The basis of the current links is coming
from partners working with Nico.
● While they provide a solid basis of links and
are relevant pages, they have not enough
visibility themselves.
● We have to diversify the anchor texts used
for links to nicoluce.com. Currently +90% of
referring domains use “nico luce” as an
anchor. Better anchors would be phrases
from our keyword focus.
● We recommend to attract links from
domains with higher authority through
cooperations, e.g. with fitness pages such
as greatist.com or yoga bloggers.
Assessment
O
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9

10. O
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2.3 Content Marketing
10
● The best way to gain more reputable and
relevant links is content marketing.
● The basis for content marketing is great
content. Currently, there is not enough of
that on nicoluce.com. However, there is big
potential.
● Especially Nico’s videos are great content
that he can use to build links.
● We recommend to record videos or shoot
photos (e.g. about common yoga mistakes
to avoid) and seed those to fitness pages
and yoga bloggers. If they like and post the
content, they should be willing to link to
nicoluce.com as well.
Recommendation
10
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➡ Use videos for content
marketing and link
building activities

11. O
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2.4 SERP analysis
11
● We conducted a SERP analysis (search
engine results page) in order to identify
potentials for CTR increase.
● Optimizing nicoluce.com’s titles and
descriptions can significantly increase
click-through rates and thereby increase
traffic to the page
● We recommend that each title includes the
word “yoga”, that we write longer and
more clickable titles and increase the
length of the descriptions.
● This should be done at least for the top 10
landing pages.
Assessment
O
ff-Page

12. Structure of our proposed SEO strategy
12
1. On-page SEO 2. Off-page SEO
Basics
for SEO
success
3. Implementation
2.3 Content Marketing
2.2 Link building
2.1 Link profile analysis
1.4 Content Strategy
1.3 Site structure
1.2 Keyword focus
1.1 Site analysis
3.2 Budget for one year plan
2.4 SERP analysis
3.1 Metrics & Tools

13. 3.1 Metrics & Tools
13
Important KPIs to monitor
Domain authority 21/100 Moz Toolbar
Total inbound links 120 Moz Toolbar
Social Signals 113 Moz Toolbar
Organic Search Traffic - Google Analytics
Recommendation
➡ The most important result KPI for SEO is
# of Organic Search Traffic
Recommended tools to track metrics:
● On-page SEO:
○ https://moz.com/researchtools/on-page-grader
○ https://www.woorank.com
● Off-page SEO:
○ http://moz.com/tools/seo-toolbar
○ https://moz.com/researchtools/ose/
○ https://ahrefs.com/site-explorer/
● Web Analytics:
○ http://www.google.com/analytics/
● Content management system:
○ https://wordpress.org
● Content and article writing services:
○ https://www.fiverr.com/categories/writing-
translation/article-writing-services/
○ http://www.textmaster.com/
○ https://www.textbroker.com/
○ https://contently.com/

14. 3.2 Budget for 1 year plan
14
Recommendation
Description Cost per item Total Cost
Static content total 400€
10 articles 40€ 400€
Blog posts 2000€
100 blog posts 15€ 1500€
100 Stock photos 5€ 500€
Videos total 1000€
10 short videos 100€ 1000€
Total SEO Project costs 3,400€
➡ With these efforts nicoluce.com should
rank significantly higher.
● The main cost driver for our proposed SEO
strategy is the amount of content that will
be published.
● We differentiate between static content
that needs to be published in any case (e.g.
Retreat, course & event descriptions or
Nico’s service offer) and blog posts.
● There is no need to commit to lengthy
contracts with content and article writing
services. Therefore all costs are completely
variable.
➡ We recommend to invest a minimum of
1,000€ in content in order see a positive
impact.

15. nicoluce.com
®
We are looking forward
to your feedback,
Namaste!
Team A · February 2015