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Invest in Your Success: Strategic Planning for Search Engine Optimization


Louie Pitlo


September 14, 2018

Effective Search Engine Optimisation demands analysis and planning if you want it to be one of the key ingredients to your online success. A plan can help you secure finance, prioritise your efforts and evaluate opportunities. Yes, it may initially seem like a lot of work; however, a well-prepared SEO plan can save you time and money in the long run.

Here is a guide on strategic planning for SEO - useful for organisations of all sizes looking for practical guidance on SEO project planning.

Creation of SEO Project Plan

The SEO project plan would most definitely include a thorough study of the current market, the existing digital analytics of your website and social accounts. It should also include the current trends that are now being made available to your competition as well. In brainstorming for the SEO implementation, it vital to focus more on what the company needs more digitally than what the company has to have. In the strong sense of the word, companies confuse the 2 which ends up with the company having a problem more than having


Timescales as well as how the resources are going to be “budgeted” are very important as it allows a firsthand look into seeing how the program is faring after the development of the plan, and to see if the plan has in some way “failed” in several aspects. These could include the success of the plan or its failure because of the ample

In this period, the SEO specialist would have to divide the time evenly to all the needed tasks to be done, in accordance to their importance into the said implementation. This is important to note because the plan must work in tandem with that of the current schedule that the company is following, which would point to the number of weeks as the limit which the digital marketers

  • Review the
  • Compile the data to be presented to the company’s management team
  • Study the options available to them in the current market – the available solution in the market
  • Choose the appropriate solution and its implementation
  • Train employees for the implementation of the project

Sample Template:



A proposal must include a budget that details the costs required during the performance of the project. Preparation of the budget is, for many project managers the most difficult task involved in proposal development. Stakeholders review hundreds of proposals and are proficient at comparing

It usually includes the following components:

I. Direct Costs

           a. Salaries and Wages of SEO specialists

           b. Fringe Benefits

           c. Consultants (Professional Services Agreements)

          d. Capital Equipment

          e. Online Publications and optimisation fees

II. Free Tools

Below is a list of the best free tools for link building and analysis, keyword research,

  1. Target with Keyword Explorer
  2. Research with Open Site Explorer
  3. On-page Metrics with MozBar
  4. Check My Business Listing
  5. Manage Permissions with My Business Console
  6. Research Categories

Work Breakdown Structure

The work breakdown structure (WBS) represents a logical decomposition of the work to be performed that focuses on how the product, service, or result is naturally subdivided, wherein it is simply an outline of the specific work to be performed.  This will present what specific functions should be designated to the workers of the

Sample work breakdown structure template:

Monitoring and Evaluation

To monitor the performance of the company in terms of the MIS adoption project progress, Microsoft through the Microsoft Project introduced Gantt chart that will show graphically the performance of the project in a lifecycle. A Gantt chart is an illustration that allows project managers to see the connections between tasks and how these tasks are proceeding. A Gantt chart can also be used to highlight significant project milestones since it illustrates the work to be done and the timeframe or timeline for completing the same. A milestone is an event that marks substantial progress in the lifecycle. For example, in a product launch, a significant milestone would be the completion of production. Yet, no matter how much technology is used to support a project, the goal will never be achieved unless the team learns to work together. That is why so much emphasis must be placed on the process of team building.

Suffice it to say, using this knowledge and tools and focusing on optimal user experience while performing the above SEO strategies, you will be rewarded with higher positioning and organic traffic.


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