SEO Training Plan/Tracker

Module Purpose

The purpose of this module is to teach new employees about LeadVenture and help them form connections with Leadership personnel.

Module Guide

This module is self-guided. You will learn how SEO fits within the company by reviewing course materials, as well as discover who key people are within the SEO team. Reach out to the Trainer with any questions.

New Hire Information

Send the following information to the Digital Marketing Operations Coordinator when a new hire is brought on:

• Start Date

• Name

• Position

• Manager

• Company

• Email Address

• Country

LeadVenture SEO Team

As you join the team, there are key people to get in touch with or who will reach out to you:

Use this list in order of role as your escalation path, meaning ask a senior rep, if they don’t know, escalate.

Senior Reps:

• Isabelle Lavery

• Kyle Sharrer

• Makayla Olson

• Ryan Kelner

Manager:

• Grant Gooch

Director

• Lance Shroyer

You will work alongside these team members in various capacities, but they all can provide valuable insight and expertise in performing SEO.

For any questions, feel welcome to reach out according to the chain of command.

About the Company

Review how SEO plays an integral role within LeadVenture:

• LMS Course: About LeadVenture

Module Purpose

The purpose of this module is to help onboard new hires to the essential tools we use daily.

Module Guide

This module is part self-guided, part Trainer-assisted. You will read the provided instructions for setting up your account within our tools and the Trainer will grant you access to any tools you can not set up yourself.

LeadVenture Tools Setup

There are several initial and essential tools to set up for company organization. Please refer to the following instuctions for some of our major setups, which include LeadVenture Intranet, Passwordstate, ADP, VPN, SalesForce, Confluence, RingCentral, and Bonusly.

• Module: Initial Organizational Tools Setup

SEO Tools Setup

There are several SEO team tools you need to set up initially in order to complete daily tasks for your client campaigns. These tools include AccuRanker, and Notepad++ ( Dealer Spike-specific).

• Module: Initial SEO Tools Setup

Module Purpose

The purpose of this module is to provide new employees with essential messaging tools, professional workplace etiquette tips, and valuable SEO news outlets.

Module Guide

This module is part self-guided, part Trainer-assisted. You will review the following materials to become a high-functioning team member and set up/learn important tools for communication. The Trainer will assist with the setup for any tools that require login credentials/access. Once finished, notify the Trainer and move on to the next module.

Tools Setup

Chrome, Outlook, and Teams Setup

Google Chrome, Microsoft Outlook, and Microsoft Teams all play a vital role within our organization. In order to set up profiles for each platform, follow the course directions in the Profiles Setup module:

• Module: Setting up Profiles

Remote Working Best Practices and Etiquette

When working remotely, you should display the following qualities and traits:

• Professionalism: As a representative of LeadVenture, culturing a positive and expert reputation is crucial for interdepartmental and client communication. Avoiding the use of emojis and casual slang helps you remain professional and be on task.

• Punctuality: Fast response times to client and interdepartmental communication helps you be accountable and provide answers in an efficient manner. The expectation for responding to questions and requests is within 24 hours.

You represent LeadVenture in any form of communication, so developing proper work habits when working from home is important for being a high-functioning and productive team member.

• Watch: How to Work Effectively from Home

SEO News Outlets

Search engines are constantly adapting and refining their search parameters to meet user needs. That means SEO practices and strategies can change in a couple of months' time. Keeping up-to-date with the latest SEO news can help you stay ahead of the curve with major updates that affect the way we optimize our client websites.

The best way to keep your finger on the pulse of SEO is to bookmark credible SEO news outlets. Checking these sources daily is a good habit to develop on your way to becoming a fully informed SEO Specialist.

• Here are a couple of SEO resources to bookmark:

  • Search Engine Land

  • Search Engine Journal

  • Moz

There are more SEO news media out there that you can add to your bookmark bar. However, make sure they are a trustworthy source of information before you read any articles.

Module Purpose

The purpose of this module is to help you learn the basic principles and concepts of SEO.

Module Guide

This module is self-guided. If you need assistance, please contact the Trainer. Once you have finished the final exam, the Trainer will assign your next module.

The following readings are from external sources to aid in your understanding of holistic SEO; not just LeadVenture-specific.

What is SEO?

Follow the What is SEO? module to learn about the basic concepts and principles of SEO for the entire industry:

• Module: What is SEO?

The following Standard Operating Procedures (SOPs) and meetings help aid your understanding of keyword research from internal documentation and virtual trainings.

What SEO Looks Like at LeadVenture

Learn how LeadVenture approaches SEO by learning platform-specific practices and methods:

• LMS Course: Introduction to SEO

• LMS Course: Introduction to SEO

Demonstrate your understanding of SEO by completing the knowledge check below.

• Knowledge Check: Semrush Fundamentals Exam

  • When you pass, send the URL of your certification to the Trainer.

  • You may have multiple attempts to pass the test, but there is a waiting period before each retake.

Expand on the knowledge you learned during this module by reviewing this additional reading.

• Read Chapters 1-2: Moz: Beginner’s Guide to SEO

Module Purpose

The purpose of this module is to aid your understanding of keywords and how to correctly identify, analyze, and incorporate them on-site.

Module Guide

This module is part self-guided, part Trainer-assisted. You will read through the provided resources, as well as attend trainings to demonstrate how to put what you’ve learned into practice. Once you have displayed an understanding of how to perform and utilize keyword research, you will complete a knowledge test. The Trainer will then assign you a new module to complete.

The following readings are from external sources to aid in your understanding of holistic SEO; not just platform-specific.

Keywords & SEO

Follow the How to Use Keywords module to learn the value of proper keyword research and analysis:

• Module: How to Use Keywords

The following Standard Operating Procedures (SOPs) and meetings help aid your understanding of keyword research from internal documentation and virtual trainings.

Utilizing Keyword Research Tools

Follow the LeadVenture Keyword Research Process module to learn how to perform keyword research with the our tools:

• Module: LeadVenture Keyword Research Process

Demonstrate your understanding of keywords and keyword research by completing the knowledge checks below.

• Knowledge Check: Mangools Keyword Research Test

• Knowledge Check: Keyword Research Practice

  • Create a seed list, run it through Keyword Planner, then group it in a spreadsheet for the Trainer to review.

Module Purpose

The purpose of this module is to guide you through finding and adding information to the client sheet.

Module Guide

This module is self-guided. You will review the essential tabs we use within the client sheet in order to learn how to format and record completed monthly tasks, as well as gather client account information. Once you have reviewed the following sections, you will meet with the Trainer to walk through each tab.

Client Sheet Overview

The client sheet is hosted on the Google Sheets application and houses basic customer account information. It also acts as a shared workspace for digital marketing representatives to create, update, and modify spreadsheets to reflect campaign goals, objectives, and results.

There are several tabs on the client sheet that you need to be aware of in order to perform your work as an SEO Specialist. Continue reading on to learn about these tabs and their functions in our day-to-day workflow.

Client Sheet Tabs

Follow the Client Sheet Tabs module to learn which tabs SEO Specialists are involved with and the purpose of those tabs:

• Module: Client Sheet Tabs

Module Purpose

The purpose of this module is to introduce you to the content request process in the Trello workspace to reach total fulfillment of our customer packages.

Module Guide

This module is part self-guided and part Trainer-assisted. You will review the following information and attend several trainings on how to navigate the SEO Content Staging board workspace, as well as how to request content for your clients.

Content Request Process

Review the Content Request Process module to learn about the process of requesting additional content for clients based on their SEO package:

• Module: Content Request Process

Demonstrate your understanding of the content request process by completing the knowledge checks below.

• Knowledge Check: Content Request Practice

  • Complete content requests for old packages - provided by SEO teammates and reviewed by the Trainer.

  • Complete content requests for new packages - provided by SEO teammates and reviewed by the Trainer.

Module Purpose

The purpose of this module is to learn how to perform on-page optimization while also adhering to current best SEO practices.

Module Guide

This module is part self-guided, part Trainer-assisted. You will read through the provided resources, as well as attend trainings to demonstrate how to put what you’ve learned into practice. Once you have displayed an understanding of creating SEO content for all on-page elements, you will complete a knowledge check. The Trainer will then assign you a new module to complete.

The following readings are from external sources to aid in your understanding of holistic SEO; not just platform-specific.

SEO Content

Follow the SEO Content module to learn about holistic SEO practices when it comes to optimizing on-page content:

• Module: SEO Content

The following Standard Operating Procedures (SOPs) and meetings help aid your understanding of keyword research from internal documentation and virtual trainings.

LeadVenture On-Site Optimization

Learn how to post the optimized content you write on the LeadVenture platform by following the LeadVenture On-Site Optimization module. By learning the process for accessing the editable fields to add our content to, we can ensure the content appears on the client website:

• Module: LeadVenture On-Site Optimization

Demonstrate your understanding of SEO content and on-site optimization by completing the knowledge checks below.

• Knowledge Check: Content Writing Practice

  • Assist teammates in writing H1, title tag, meta description, and featuredbanner content for their websites. The Trainer will review the content before it is posted.

Module Purpose

This module aims to show how to establish and maintain an optimized internal link structure.

Module Guide

This module is part self-guided, part Trainer-assisted. You will read through the provided resources, as well as attend trainings to demonstrate how to put what you’ve learned into practice. Once you have displayed an understanding of proper link structure, you will complete a test. The Trainer will then assign you a new module to complete.

The following readings are from external sources to aid in your understanding of holistic SEO; not just platform-specific.

Internal Linking

Learn the process for creating an optimized internal link structure and the value it adds to a website by following the Internal Linking module:

• Module: Internal Linking

The following Standard Operating Procedures (SOPs) and meetings help aid your understanding of keyword research from internal documentation and virtual trainings.

LeadVenture Internal Link Structures

Follow the LeadVenture Link Structures module to learn how to plan and execute an internal link structure on the LeadVenture platform:

• Module: LeadVenture Link Structures

Demonstrate your understanding of optimized link structures by completing the knowledge checks below.

• Knowledge Check: Visual Link Structure Practice

• Knowledge Check: Link Structure Building Practice

  • Demonstrate your knowledge by building out a link structure for a live website for the Trainer to review.

Expand on the knowledge you learned during this module by reviewing this additional reading.

• Read: Search Engine Watch: Internal Linking for Higher Rankings and Improved Organic Search Visibility

Module Purpose

The purpose of this module is to aid your understanding of how to develop an SEO strategy for long-term organic growth within a 7-month campaign plan.

Module Guide

This module is self-guided. Review the resources to understand how to set campaign goals to use as a strategy for a customer website, then demonstrate your understanding by completing the knowledge check at the end of the module. Please reach out to the Trainer with any questions.

The following readings are from external sources to aid in your understanding of holistic SEO; not just platform-specific.

SEO Campaign Planning

Setting SEO Goals

• Learn how to set goals for an SEO campaign to provide direction and to help strategize around:

  • Read: Databox: How to Set SEO Goals

  • Read: Search Engine Journal: How to Set and Achieve Realistic SEO Goals

SEO Campaign Strategizing

• Learn how to implement and execute a plan of action to improve the long-term search exposure of your website:

  • Read: Terakeet: How to Create an Enduring SEO Strategy

Knowing Seasonality

• Learn how to navigate the seasonality of a dealership that factor into an SEO campaign:

  • Read: Search Engine Journal: Seasonal SEO Tips for Year-Round Search Improvements

• Utilize Google Trends to learn about the historical peaks and valleys of search interest for a customer’s region:

  • Review: Google Trends

The following Standard Operating Procedures (SOPs) and meetings help aid your understanding of keyword research from internal documentation and virtual trainings.

7-Month SEO Campaign Plan

• Learn what factors play into establishing a 7-month campaign plan for your clients:

  • Read: How To Guide: SEO 7 Month Campaign Plan

Demonstrate your understanding of how to establish an SEO campaign plan by completing the knowledge checks below.

• Knowledge Check: Campaign Planning Practice

  • Strategize campaign plans for several different verticals (Powersports, RVs, Marine, etc) for a customer in the first month of their SEO campaign for the Trainer to review.

Expand on the knowledge you learned during this module by reviewing this additional reading.

• Read: Yoast: How to Plan an SEO Campaign for Higher Rankings

Module Purpose

The purpose of this module is to demonstrate how to maintain direction and strategy throughout a customer’s SEO campaign.

Module Guide

This module is self-guided. You will review the following information to gain an understanding of how to provide ongoing maintenance to a customer’s SEO campaign plan, month-over-month.

The following readings are from external sources to aid in your understanding of holistic SEO; not just platform-specific.

Maintaining the SEO Value of a Campaign

• Learn how to maintain the structure and value of the monthly topics you propose for a campaign:

  • Read: Search Engine Journal: SEO Maintenance: A Checklist for Essential Year-Round Tasks

SEO Audits

• Learn the purpose and value of an SEO audit:

  • Read: Backlinko: SEO Audit Checklist

    • Understand the importance of each step within this resource and how it plays into the monthly maintenance of a campaign plan.

• Learn how to approach an SEO audit as it relates to the customer:

  • Read: Sitebulb: How to Approach Website SEO Audits

    • Understand the short- and long-term benefits of an SEO audit.

Demonstrate your understanding of providing maintenance for an SEO campaign by completing the knowledge checks below.

• Knowledge Check: Audit Practice

  • Help maintain a website by auditing an assigned website. Check link structure, keywords, content, locations, images, page load speed, and more to ensure the website functionality and SEO value is optimal.

Module Purpose

The purpose of this module is to help your understanding of the QA process on Trello.

Module Guide

This module is part self-guided, part Trainer-assisted. You will review the following information and attend trainings to learn how to perform corrections based on the feedback given by the QA team.

After you complete on-site optimization for a customer’s website in a month, a QA Specialist will evaluate the work you completed. Based on the quality and value of your work, the QA Specialist will provide feedback for you to review.

The Value of QA

QA is a valuable part of the fulfillment process of monthly customer website optimization. By performing QA, we can ensure our work is accurate, organized, and adheres to best SEO practices. When we provide quality work to a website, we can enhance the user experience and help improve rankings.

However, how do we track these corrections?

QA Process

A column on the QA Trello board will be created for you that will house each one of your customer cards. These cards will allow the QA team to apply labels and provide feedback for you to review.

Once their evaluation is finished, they will apply a “QA Complete” label and attach a deadline to the customer card. If there are any errors in the work you performed, the QA Specialist will comment their feedback on the card for you to review, as well as complete before the deadline. Any corrections the QA Specialist leaves on the customer card are your responsibility to make.

• Errors can include, but are not limited to:

  • Grammatical mistakes.

  • Missing manufacturer trademarks.

  • Broken hyperlinks.

  • Formatting issues.

  • Incorrect keyword-to-page subject matter usage.

Routinely check your column on the QA Trello board to make corrections by their deadlines.

QA Trello Board

Access the QA Trello board to find feedback and perform any corrections to your work:

• ARI: SEO Work and QA

• Dealer Spike: SEO Work and QA

Demonstrate your understanding of the QA process by completing the knowledge check below.

• Knowledge Check: QA Corrections Practice

  • Perform corrections based on QA feedback for a customer while the Trainer observes.

Module Purpose

The purpose of this module is to aid your understanding of how to propose YouTube video focuses for relevant SEO packages.

Module Guide

This module is self-guided. Review the process for requesting YouTube video focuses for our Juniper team to create and post. Reach out the to the Trainer with any questions or clarification.

YouTube Videos

As a part of our old SEO Platinum packages (occasionally other old package customers will buy YouTube optimization services at an a la carte price), you must request YouTube topics to be created and posted to their YouTube channel by our Juniper team.

The Value of YouTube

• Learn how YouTube videos and YouTube channel optimization can help improve a website’s search presence:

  • Read: Hurradat Marketing: How YouTube Videos Help SEO

Determining a Keyword Focus

When you request a YouTube video, be sure that it reflects that month’s focus (i.e., if the month’s focus is touring motorcycles, be sure to request a YouTube video that focuses on one of the touring motorcycles that is in the dealership’s inventory).

As long as our Juniper team can find a resource to pull information from (images and inventory details directly from the dealership website), a video can be compiled to post on the customer’s YouTube channel.

Requesting YouTube Content in the WDI Tab

Make your request in this column of the client sheet. You must be sure it coincides with the month of focus row as well.

Your request should include the specific unit name, which you can copy from the website.

Demonstrate your understanding of how to request YouTube videos by completing the knowledge check below.

• Knowledge Check: Request YouTube Content

  • Request a YouTube video topic in the customer’s WDI tab of the client sheet while the Trainer observes.

Module Purpose

The purpose of this module is to provide the initial setup procedure for a customer in the first month of their SEO campaign.

Module Guide

This module is part self-guided, part Trainer-assisted. You will review the process for platform-specific setup instructions and what first-month optimization looks like for customers.

The following Standard Operating Procedures (SOPs) and meetings help aid your understanding of keyword research from internal documentation and virtual trainings.

First Month Process

Follow the First Month Process module to learn about how to perform SEO for a client in the first month of their campaign:

• Module: First Month Process

Demonstrate your understanding of providing maintenance for an SEO campaign by completing the knowledge checks below.

• Knowledge Check: First-Month Optimization Practice

  • Complete all SEO tasks for a first-month client while the Trainer observes.

• Read: BrightLocal: What Should I Do in My First 6 Months with a Local SEO Client?

Module Purpose

The purpose of this module is to introduce you to tools that allow SEO Specialists to study user interaction with customer websites to make informed decisions on their SEO campaigns. These tools are Google Search Console, Google Analytics, and Google Tag Manager.

Module Guide

This module is part self-guided, part Trainer-assisted. Review the information to successfully be able to navigate Google Search Console and Google Analytics to make data-driven decisions, as well as gain an understanding of Google Tag Manager and how it functions alongside these tools. Complete the Knowledge Check at the end of this module before the Trainer assigns you the next assignment.

The following readings are from external sources to aid in your understanding of holistic SEO; not just platform-specific.

Google Applications

Google Search Console

• Learn what Google Search Console (GSC) is and the metrics it provides to help us understand the effects of our optimizations on website performance:

  • Read: Search Engine Journal: A Complete Google Search Console Guide for SEO Pros

    • Learning important terminology in this reading:

      • Clicks and Impressions

      • Average CTR

      • Sitemaps

• Learn how to submit a webpage to Google for indexing:

  • Read: Google Search Central: Ask Google to Recrawl Your Website

    • Understanding this function will help put any web pages you create on Google’s radar for indexing.

Google Analytics 4

Learn what Google Analytics 4 (GA4) is and how the metrics it tracks provide us insight into customer website performance. Please use this link to find the GA4 Skillshop courses.

SEO Reps and Senior Reps

Take the following Beginner courses and complete the Post-Self-Assessment at the end of each course:

• Course 1: Get Started using Google Analytics

• Course 2: Use Google Analytics for Your Business

• Course 3: Measure Your Marketing with Google Analytics

Senior Reps ONLY

Take the following Intermediate courses and complete the GA4 certification exam:

• Course 4: Go Further with Your Google Analytics Data

• Course 5: Google Analytics Certification

Google Tag Manager

• Learn what Google Tag Manager (GTM) is and how it allows us to track the information that’s gathered from GSC and GA:

  • Read: Semrush: What is Google Tag Manager?

    • Read sections:

      • What is Google Tag Manager?

      • How Does Google Tag Manager Work?

      • Benefits of Google Tag Manager

      • Google Tag Manager vs Google Analytics

The following Standard Operating Procedures (SOPs) and meetings help aid your understanding of keyword research from internal documentation and virtual trainings.

Google Analytics and Google Search Console

• Learn about the level of information you can obtain from both GSC and GA:

  • Read: GSC/GA Walkthrough

Google Tag Manager

• Learn about the basics of GTM and how it factors into the work we provide:

  • Read: Google Tag Manager Guide

Demonstrate your understanding of Google Analytics by completing the knowledge check below.

• Knowledge Check: Google Analytics Course

  • Follow the Google Analytics course and complete each assessment at the end of the units.

  • Once you have completed each assessment, send your Google Analytics certification to the Trainer.

Module Purpose

The purpose of this module is to explain the process of reporting on SEO performance for customer websites.

Module Guide

This module is part self-guided, part Trainer-assisted. You will review the materials to understand how to build a report and what metrics should be included before being tested on the reporting process. Once the resources have been read and you have passed the knowledge check, you will have completed the modules training and have become a self-sufficient SEO Specialist.

The following readings are from external sources to aid in your understanding of holistic SEO; not just platform-specific.

Reporting on SEO Performance

Creating Reports and Establishing Value

• Learn how and why we report on Key Performance Indicators (KPIs) to customers:

  • Read Chapter 1: Moz: Reporting 101

    • Learning to think of SEO reports as “telling a story” about SEO campaign performance.

    • Reporting on SEO data should be S.M.A.R.T.

What are Essential Metrics to Report On?

• Learn how to compile the most useful data to deliver to customers:

  • Read: Search Engine Journal: SEO Reports: Which Metrics Matter and How to Use them Well

    • Review these sections:

      • What is an SEO Report?

      • How to Choose SEO Reporting Metrics and KPIs.

      • Reporting on Keywords and Rankings.

      • Reporting on Content Marketing.

      • Reporting on Local SEO.

NinjaCat

NinjaCat is our data management for compiling SEO performance data into a report to send to clients. It pulls the data from three different areas; the Work Done Import tab, DS Import tab, and the Client Tracker.

• Our reporting tool: NinjaCat

Client Tracker

As previously mentioned above, the Client Tracker is used in reporting. We will occasionally need to access the Tracker in order to update details within it to aid the reporting process. Specifically, we need to ensure that the ID numbers for both the client sheet and SEOmonitor account for each client are there and accurate.

• Client Tracker

Having both ID numbers in the Client Tracker allows our tools to pull the correct data into the correct spots.

Where to Add IDs in Client Tracker

SEOmonitor ID Location (Numbers Between the “/ /”)

Client Sheet ID Location (Characters Between “/ /")

The following Standard Operating Procedures (SOPs) and meetings help aid your understanding of keyword research from internal documentation and virtual trainings.

Reporting with Work Done Import Tab

Adding all our completed monthly tasks for a client in the Work Done Import (WDI) tab ensures all the data is included in the report. However, you must also ensure the information in the WDI tab is formatted correctly so that when it is pulled onto the report, it is presentable, accurate, and organized.

Rows must be created to include all aspects of our monthly tasks. This includes rows for:

• On-Site Optimization focus (what page(s) you worked on).

• Content Focus (blog articles, YouTube videos, etc.).

WDI Tab Example:

WDI Reporting Format Demonstration

Reach out to the Trainer to schedule a visual demonstration on how to format the WDI tab for SEO reporting.

Reporting

Learn the tools and processes involved in compiling data to generate SEO reports:

• ARI: Reporting

• Dealer Spike: Reporting

Report Call Script

When Account Managers perform a report call with a client, they use a Report Call Script to more effectively communicate results. This provides more meaningful insight for clients, which can lead to more productive conversations.

While Account Managers handle the majority of contact with clients, there are instances when the SEO rep will need to join a report call to talk about the report. For these cases, it is important to understand the format and data of the reports. Please review the Report Call Script from the Client Solutions (CS) resources to aid your understanding about reporting calls:

• Review: /wiki/spaces/DSCS/pages/3937501483

5.0 Report Differences

Understanding the difference between the 4.1 reports and the 5.0 reports is important for being able to communicate reporting data. Review the 5.0 and 4.1 SEO reports, as well as the Report Differences document to aid your understanding about report sources and formatting:

• Review: Previous 4.1 Report Version

• Review: New 5.0 Report Version

• Review: Report Differences Guide

Demonstrate your understanding of Google Analytics by completing the knowledge check below.

• Knowledge Check: Creating a Report Practice

  • Format the Work Done Import tab of a client correctly, then navigate to NinjaCat to generate the report while the Trainer observes.

• Knowledge Check: Report Metrics Breakdown

  • Accurately explain each metric of a pre-selected report and the source of where that data comes from.

Expand on the knowledge you learned during this module by reviewing this additional reading.

• Read: Semrush: How to Build an SEO Report