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titleStep 8: Creating an Optimization Plan in Salesforce

Build a Content Optimization Plan

Time to tie everything into an action plan with trackable performance variables. Changes should be evaluated on an ongoing basis. The purpose of this step is to create a concrete plan of action for your client’s website. After you have completed your initial keyword research, you will analyze the data and decide what to focus on, initially creating a 6-month plan.

  1. Check for Seasonality

    1. Some keywords do better at different times of year. Snow Tires and AC Repair are great examples of keywords with massive spikes in different times of year

    2. When you identify these keywords, you will want to schedule those 3-6 months prior to their peak to give the pages time to index and grow authority

    3. In order to check for seasonality within Accuranker, …

  2. Focus on the main services

  3. Get quick wins (Low Difficulty, High Opportunity)

    1. After evaluating the time-sensitive keyword opportunities, we will want to look for high-value, low-difficulty keywords to grow the organic traffic quickly.

    2. Look for keywords which have good search volume, but perhaps are ranking between position 6 and 20. These are your low-hanging fruit.

  4. Lowest-Priority (High Volume Competitive Keywords)

  5. Reevaluate on the 6-month mark

  6. Add your plan to Salesforce.

How to Add Optimization Plan to Salesforce

  1. Navigate to the Client Account

  2. Under Related List Quick Links, on the right side of the screen, click Show All

  3. Click Fulfillment Work Done, usually located in the bottom right

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  4. Click New

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  5. Set Status to Planned

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titleStep 9: Assign yourself to the Account Team as the SEO Rep

  1. Go to your Related List Quick Links and click Account Team (you may need to click Show All

    AccountTeam.PNGImage Added

  2. Click Add Team Members

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  3. Fill in the highlighted fields below with your name, SEO, Net Driven, and Active

    AccountTeam3.PNGImage Added

  4. Click Save at the bottom

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titleStep 10: Update TDA Pixel

Identify Client Service Catalog

The Content Team has a report which pulls in every client under each service catalog, whether they have Web Power, Web Power TSN, Web Power Tire Pros, or Net Driven.

We have a place to note this information so that it can be pulled into a report that shows all clients of a particular catalog.

This information is stored in "Digital Marketing Profile" under the Client’s Account.

  1. Under Related List Quick Links on the Client Account (make sure it’s the same account that has the Ongoing Fulfillment!), Click Digital Marketing Profiles

  2. Click New

  3. Scroll down to "TDA Pixel" at the bottom

  4. Add "Service Catalog: #"

    1. Replace # with the correct service catalog below. Format it exactly as shown since the report looks for the text:

      1. Net Driven

      2. Web Power

      3. Web Power TSN

      4. Web Power Tire Pros

      5. If they have no service catalog or one that is not one of the above, type Service Catalog: N/A

thumbnail_marketing-profile.png

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titleStep 1011: Add to the Client Data Platform (CDP)

/wiki/spaces/DMS/pages/4348280871

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titleStep 1112: Set up Ongoing Fulfillment Tasks in Salesforce

Now we must set up an Ongoing Fulfillment Record so that our tasks fire off monthly for the SEO and Content Teams.

  1. Navigate to the client’s account in Salesforce

  2. Under Related List Quick Links, click Show All at the bottom

  3. Click Ongoing Fulfillments

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  4. Click the Ongoing Fulfillment Name (first column) next to Net Driven SEO

  5. Set the following fields

    1. Owner - Assign it to whoever the SEO rep is suppose to be (usually yourself unless otherwise specified)

    2. Start Date - Set to the date you are onboarding (today)

    3. End Date - Adjust to a far future date so tasks will keep triggering

    4. Active - Check off the box (When offboarding, we will simply remove the active status. Do not worry about setting it too far ahead)

    5. Click Save

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  6. After you click save, scroll down to Fulfillment Schedules

  7. We must create two of them, so click New

  8. Set the following fields for the first Fulfillment Schedule

    1. Name - Monthly On-site SEO (Make sure name is always set the same. This is important for KPI reporting)

    2. Start Date - Today (if before the start of the month the task needs to trigger)

    3. Frequency - Monthly

    4. Recurrence Date - 1st

    5. Ignore the highlighted Fulfillment Schedule Template in the image below. Do not fill that out

    6. Click Save

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  9. Set the following fields for the Second Fulfillment Schedule

    1. Fulfillment Schedule Name - SEO Package - Monthly Content

    2. Start Date - Today (if before the start of the month the task needs to trigger)

    3. Frequency - Monthly

    4. Recurrence Date - 1st

    5. Ignore the highlighted Fulfillment Schedule Template in the image below. Do not fill that out

    6. Click Save

      OF3.PNG

  10. Click into the Monthly On-site SEO Template you just created

  11. Next to Related Fulfillment Task Templates, click New

    1. Set the task template to FTT-0093

    2. Click Save

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  12. Go into the SEO Package Content Fulfillment Schedule and repeat Step 11 with the following differences

    1. Set the task template to FTT-0094 and click Save

    2. If this client has a Gold SEO Package or you were informed that they have extra content per month, also add another task template FTT-2882 for their second content piece

    3. For a third content piece, if applicable, use FTT-2883

    4. Click Save

      OF5.PNG

Note

For TCS Legacy Migration Clients, go into their TCS Ongoing Fulfillment and remove the Active Checkbox and change the End Date to Today

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titleStep 1213: Close Setup Tasks in Salesforce

Finally, we have to close our tasks.

  1. Return to the account

  2. Under Related Quick Links, click Fulfillment Requests

  3. Open up the Net Driven SEO Fulfillment Request for Setup

  4. Scroll down to Fulfillment Tasks

  5. Open Onboard SEO Package in a new tab

  6. Next to Owner, click the icon on the right to change the owner to yourself

  7. Click the x next to the current task owner and then start typing your name until it pops up and click it

  8. Click Change Owner

    changeownerfrtask.PNG

  9. Go back to the Fulfillment Request

  10. Scroll down to Fulfillment Tasks and click the checkbox to select all tasks

  11. Click Close (Complete)

  12. Click Save on the box that pops up

  13. Click OK on the box that pops up

  14. Close the Fulfillment Request by updating the highlighted fields below (Set Go Live Actual Date to Today)

    closefr2.PNG

Note

For TCS Legacy Migrations, repeat this process with the TCS SEO Takedown Fulfillment Request

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titleStep 1314: Time for Quality Assurance

Now that the work is complete, your “Quality Assurance” Fulfillment Task must be assigned to your designated “QA Buddy.”

Whoever is assigned the QA task will go through each step of onboarding with a fine toothed comb, noting any errors in a list on the QA task.

Once the assigned team member completes the QA, they will tag the person who completed the fulfillment in Chatter with notes, if any.

Once any necessary changes have been made by the person onboarding, the QA task can be closed and the Fulfillment Request can be closed.

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