SEO resources are allocated differently for every project
We perform initial research to find the publishers best suited to an SEO project. For example, for a NASCAR client we would look to other drivers, their sponsors' sites, inbound linking domains, and other technical data to provide the raw material for a later step - Strategy. Research is also utilized on an ongoing basis during a project as the project evolves.
Most strategy happens during the initiation of a project. We look to similar websites, competitors and people to examine what links and content work best. But we also use strategy on an ongoing basis to make sure the landscape hasn't changed as it so often does in the world of search engines and social media.
Project Management is the time and resources associated with the management of your project. The Project Manager is an integral part of any SEO campaign (see a walkthrough of an SEO campaign here). They see every aspect of the project, communicate with staff, manage all resources, perform quality control oversight, maintain budgets, and are in charge of meeting or exceeding client expectations. The Project Manager is the primary client-facing team member.
All SEO projects involve some degree of content development. Managing hundreds of individual content pieces requires management. Our Content Manager is one of the resources we use to keep things running smoothly. The Content Manager locates subject matter experts, brainstorms content and headlines, may perform some high-level outreach, and initiates the first step of quality control.
A big part of a successful search engine marketing project is content. During the research stage we look to the currently ranking search results and work to make our clients better. Content development is most often related to written content like articles, but it can also be video, animation, images, and more.
In many cases Reputation X provides internationalization for search engine optimization / link building projects. Internationalization takes into account the following:
- Topical Relevance
International SEO/ORM projects must have on-the-ground local experts to succeed. If we have the right mix of talent in place, we use them. If we do not, we find them. Finding the right person for a particular job internationally can be challenging because most SEO markets around the world are immature. Often training is needed, which increases resource usage.
All Reputation X projects undergo multiple levels of quality control. The Project Manager, Content Manager and Outreach Specialist all engage in various levels of QA. Finally, the Client is asked to engage in quality control as well to assure everything is up to standard.
Once a project is underway, a dedicated Outreach Manager finds relevant publishers, communicates with them, negotiates any business or administrative costs, orders appropriate content from the Content Management team, performs quality control, and places the content. This role is time consuming as it requires weeks or even months of follow-up and working with various editorial calendars.
External publisher costs
Often publishers will require some fee for placement. This is often the case with sponsored posts but can also be to cover administrative costs, rush-orders, and miscellaneous expenditures.
We sometimes use crowdsourcing for a number of activities including research, pinging, initial traffic, social media promotion, some aspects of link building, and more.
We use bots mainly for link checking. When a link is placed our bots continuously monitor them to assure the link hasn't been removed, noindex'd, or other link quality issues. We also use bots for rank checking, traffic development and checking, and quality measurement. Included under bots are proxies. Proxies help us see search results from various locations to provide the most accurate and effective results.
Reporting is just like it sounds. We report on progress on a monthly basis for most projects.