SEO Campaign Template

Directions
Before Starting
1. Make a copy of this file for yourself. Go to File > Make a Copy. This version is view only until you make a co
2. Goal of this document is to document your campaign efforts from start to finish. A lot of tasks may be comp
outside of this document. Use this to document and track your progress within a centralized location.
3. Directions for each tab are outlined below.
4. If you have any questions reach out to me at @kac4509 or kcunningham@adeptmarketing.com

1. Campaign Goals
1. Input all of your campaign goals within this document. Information may come from multiple stakeholders.
2. A questionnaire has been made to support this tab if needed. Share the questionnaire with the stakeholder
gather more information.
Example starting questionnaire. Adjust as needed.

2. Audit
1. Use your campaign goals to identify current related content to audit.
2. Crawl pages with Screaming Frog with the GA & GSC API integrations turned on. Export and paste into the
document within the respective columns..
3. If you don't have Screaming Frog (it is available for free for up to 500 URLS) then proceed with filling in the
another way. Not all columns are needed during this step if you are doing it manually.
function that shows how many keywords are found per page on the audit tab. If you don't have SEMrush then
step.
5. Go through every related page and audit for content, SEO elements, and engagement. Take detailed notes s
these insights will drive your strategy.

3. Keyword Research
1. Perform keyword research however you prefer. Document your findings here as your see fit.
2. Include all relevant keyword data you prefer.

4. Keyword Modifiers
1. Document your keyword intent modifiers here for reference. Use this to group your mapped keywords for t
I've build a template to automatically bucket your keywords into intent groups in excel. Get the free template

5. Keyword Mapping
1. Use your keyword research to priortize keywords during the keyword mapping stage.
2. Fill in your priority keywords and the target URL you would like to rank. Include your ideal CTA for that page i
3. Add related tags to bucket keywords into topical groups for easier analysis within your tracking tool.
4. Import your list and tags into the keyword tracking tool of your choice. I recommend Get Stat, SEMrush, and M
depending on your needs.
5. Gather keyword data and analyze universal results and organic opportunity. Use these insights to drive your s

6. Action Plan
1. Build our your action plan based on the completed research.
2. This action plan will become the roadmap for your strategy. Be sure to include priority, effort levels, and depe
at the start to help drive the roadmap.
3. Adjust the action plan details to your specific needs.
For more on SEO action plans.

7. Performance Tracking
1. This tab is meant to document every piece of content you've optimized or added in order to track performanc
2. Document every page, an overview of the goals, and links to optimization notes for reference.
3. Use Supermetrics, Blockspring, or another automated GA API tool to make this update automatically or manu

8. Sample Client Report

1. Utilize a similar report format to build an automated client report using supermetrics or blockspring. Build in
data studio if you don't have access to either tool.
Learn more about Google Data Studio Here.
ate

only until you make a copy.

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aire with the stakeholders to

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Get Stat, SEMrush, and Moz

e insights to drive your strategy.

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e automatically or manually update.

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 Campaign Data
Campaign Name: Example Campaign
Start Date: June 30
End Date: September 30
Budget: $150,000
Primary Goal: Drive new leads related to X to support growth goals for the X hospital

Target Audience
Age Group: 20-40
Geographic Area: Columbus and surrounding areas within 20 miles
Typical User Journey: Self
Mostreferral or referral
profit come fromfrom physician
physician > consultation
referral, > surgery
would like to build the> self
postreferral
surgerybusiness
care
Business Insights: week

Goals
Objective KPI Target Period Value
Download form # of Downloads 20 Weekly $20
Fill Out Quiz Quiz Completions 40 Weekly $10

Landing Page Data

Landing Pages CTA's CTA Content Notes
example.com/service-page Download ResourceCurrent PDF Gating current PDF
example.com/service-page-2 Take Quiz Not Completed Quiz will have 4 questions and end with an ema
he X hospital

gery
ld the> self
postreferral
surgerybusiness.
care Successfully complete X surgeries a

Metric Notes
Goal 4
Event Set up GA for Funnel Drop Offs

a
Notes

tions and end with an email sign up

URL Notes

example.com
 GA Data GSC Data
Date Range: 3 months Date Range: 90 Days
GA Page GA Avg
GA GA % New Views Per Session
Sessions Sessions GA New Users GA Bounce Rate Sesssion Duration Clicks
 GSC Data SEMrush Data
Date Range: 90 Days Paste KWS onto SEMrush Tab

Impressions CTR Position # of SEMrush Keywords Content

1
Status Code Status Title 1
 Meta
Title 1 Pixel Description 1
Title 1 Length Width Meta Description 1 Length
 Screaming Frog D
Paste all Columns from Export Here. Ensure your columns
Meta
Description 1 Meta Keywords
Pixel Width Meta Keyword 1 1 Length H1-1 H1-1 length H1-2
 Screaming Frog Data
ort Here. Ensure your columns line up. Remove any columns you don't want.

H1-2 length H2-1 H2-1 length H2-2 H2-2 length Meta Robots 1
Meta Refresh 1 Canonical Link Element 1 Size Word Count Text Ratio
 External
Level Inlinks Outlinks Outlinks Hash Response Time
Last Modified Redirect URI
 Include Yo
Keyword Search Volume Current Rank Current Ranking URL
 Include Your Preferred Data
Difficulty Click Opportunity
SERP Features CPC
 Document Modifiers into Each Relevant Group
Informational Commercial Local Navigating Transactional
Who best columbus brand buy
What review ohio website
Where
When
How
Keyword Intent
sample keywords Navigational
Target URL CTA Priority Tag 1
example.com Download ResouHigh Navigational
Tag 2 Tag 3 Tag 4
Category 1 Category 2
Task ID SEO Area Strategic Focus Tactic
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
 Dependencies
Description Status Timing Impact
LOE Priority
Target URL Target Topic/Keywords
example Example
Target Keyword Intent Target Audience CTA
Transactional Acquisition Download Resource
 Optimization Documentation Last Month vs Previous P
Date Implemented Recommendations Doc Sessions Change
4/25 Recommendations Doc
Last Month vs Previous Period
Goal Completions Change Conversion Rate Change
 Examp
Example Campaign Or

Key Perform

Sessions Appointment Requests Resource Down

Leads Conv. Rate Downloads

3,500 21 0.60% 42
+6% +10.5% +4% -16%
vs previous month vs. previous month vs. previous mo

Tr
3600
3500
3400
3300
3200
3100
3000
2900
2800
2700
June July August September October November December January February March April May
2016

Top Perfor

Landing Page Sessions

/example 2,669
/example 2,442
/example 1,368
/example 804
/example 583
/example 504

/example 438
/example 407

/example 372
/example 354
 Example Client
ample Campaign Organic Report | May 2017

Key Performance Indicators

Resource Downloads Calls ROI

Downloads Conv. Rate Calls Conv. Rate Total Leads

42 1.20% 96 2.74% 117

-16% -20% +2% +24% +2%
vs. previous month vs. previous month vs. previous m

Trends
140

120

100

80

60

40

20

0
March April May June July August September October November December January February March Apr
2016

Top Performing Content

Sessions Avg. Pageviews / Session Bounce Rate Avg. Session Length New Session
2,669 4.05 27.58% 0:03:48 66.50%
2,442 3.33 37.02% 0:03:14 71.25%
1,368 1.33 84.72% 0:00:45 93.86%
804 2.73 49.75% 0:02:26 64.80%
583 1.87 16.30% 0:02:17 49.40%
504 2.13 64.48% 0:01:54 60.52%

438 3.17 34.02% 0:03:03 66.21%

407 4.13 12.04% 0:04:27 71.01%

372 1.5 76.34% 0:00:54 57.26%

354 1.99 69.77% 0:02:27 91.53%
 ROI
Total Leads Total Value

117 $5,850.00
+2% +24%
vs. previous month

February March April May

New Sessions %
66.50%
71.25%
93.86%
64.80%
49.40%
60.52%

66.21%
71.01%

57.26%
91.53%
Keyword Position Search Volume Keyword Difficu
example 3 500 86%
CPC
2.5
Url
example.com