4 Effective SEO Frameworks for Managing Clients
Framework 1: Gain control by supporting centralization and consistency in every brand/market mix
You must control all levels:
- Brand level: Plan to highlight any common opportunities across markets to inform core brand strategies and prioritization.
- Market level: Aim to show the performance of a specific category and understand where to maximize performance by minimizing cannibalization between audiences.
- Full central view of brand/market combinations: Coordinate to show macro-level information that will help direct overall client focus and support decision-making on budgeting and prioritization.
These levels should be reflected in reporting, as they are essential to the development of any operational global SEO framework.
“In our setup phase, we created automated monthly dashboards with performance data from Google Search Console and SEO Monitor, which are sent to central customers and local markets as e-mails containing information. SEOmonitor makes it easy unlimited free API access integration as well as Data Studio connectors for all the critical data of your SEO campaigns. As 80% of our report outputs are based on Data Studio, this integration was crucial from the start.
These reports include keyword checks across defenses and conquests, highlighting key performance changes and where further optimization or review should be considered or implemented.
“You should too consider leveraging automation to scale labor-intensive work more efficiently.
For segmentation and keyword grouping, we made full use of SEOmonitor Smart Grouping feature, which allows you to automatically organize keyword lists based on a variety of metric and filter combinations. These smart groups are constantly refreshed and updated based on these filters, so you are always up to date with targeted changes and information.”
Box 2: Keep the SEO campaign flexible to respond to the nuances of the local market where audiences behave differently
It’s true that a standardized approach to SEO helps you act on common issues and opportunities while scaling the core of your technical SEO work.
But it is undeniable that some markets will show a very different picture than others in terms of current visibility, site content and brand awareness.
You have to leverage these differences with local search data and intent signals integrated into your content workflow and overall SEO strategy.
“This allows us to centralize large-scale SEO actions while tailoring results to local nuances, market conditions, and available opportunities,” Raluca says.
With this approach, you get a a better understanding of the opportunities available in all markets relation to demand and competition. Thus, you will be able to prioritize markets and focus work regionally to ensure these markets receive the right amount of support while designing the overall strategy towards cumulative growth.
“Delivering an SEO program across so many brands and markets within a single client means working with huge sets of search data that need to be managed in the most efficient way. It means saving time and ensuring we that we follow a standardized approach to our work.
SEO Monitors keyword grouping system is both flexible and easy to use when setting up campaigns on multi-market clients. Also, with the multilocation functionthe tool tracks keywords for different placements within the same customer campaign. »
It is important to have the right technical infrastructure to support this level of complexity.
Box 3: Better integrate media efforts to adopt a unified approach to global research
“In today’s environment where consumers see no distinction between paid search and organic search, we are looking to evolve SEO and PPC across all media channels, extending the experience to support business and campaigns. ongoing and generate additional leads and sales”, Raluca’s strengths.
A unified One Search framework allows you to assess:
- What terms you don’t need to bid on because you rank well organically.
- The opportunity for savings and additional reach through paid search.
- The ability to reinvest historically “wasted” PPC budget on longer tail keywords for additional volume, powered by Search Ads 360.
- Where you can improve the user journey for make traffic more efficient.
Here’s what Raluca and his team did to get the most out of the unique search framework:
“Our early One Search tests relied on suspending PPC spend on keywords with consistent position 1 visibility and minimal or no PPC competition.
The results were phenomenal: we were able to double the CTR with a minimal increase in CPC. This unified search approach then allows us to further maximize results with greater resource efficiency. Additionally, we can become more competitive in SEO and paid search, driving increased visits and conversions across all sites and demonstrating the value of an integrated approach to search when both channels are managed by the same agency. »
Box 4: Develop and compare all target markets towards a common goal by developing research maturity roadmaps
Market Research Maturity Roadmaps allow you to assess:
- How performance differs across target markets.
- The current maturity level of each market with respect to critical aspects of SEO performance such as content, technique, reporting, paid integration, and automation.
This is where a reliable visibility metric helps you create a realistic benchmark and value online “real estate” in all markets:
“SEOmonitor visibility metric helped us put in place a robust measurement framework, which informed maturity roadmaps. The visibility metric is particularly useful in understand the current organic visibility of the client’s website across all brands and markets so you can compare it to the goals and KPIs set on mobile and desktop. This, in turn, allows us to develop an in-depth understanding of the opportunities available in each market. With this in-depth analysis, we can prioritize markets and focus on a regional level with the right amount of effort and resources. »
Easily Implement These 4 Global SEO Frameworks With SEOmonitor
When managing SEO for multi-brand and multi-market clients, it’s essential to design effective frameworks that leverage both your strategic insights and the technology infrastructure at your fingertips:
- You need full visibility both at the market level and across all markets (macro level).
- You need to have a thorough understanding of each market, each audience, and the overall look of SEO efforts.
- You need to take advantage of SEO tools and automation, as well as create the most impact while being resource efficient.
- You must have standardized benchmarks, processes and practices at all levels while mastering the differences.
As Tudose and his team at Performics have shown, you need to design clear goals and frameworks from the start, while being flexible enough to accommodate variations.
There are a lot of things that can go wrong, from cannibalization issues to contrary user patterns, so you need to stay in control at all times.
We have made SEO Monitor so you can manage large-scale SEO campaigns while having new data at your fingertips – with daily rankings for mobile and desktop as standard. We think it’s important to have the right level of data granularity so you can make decisions faster.
Plus, with SEOmonitor, you own all your campaign data. That’s why you get unlimited access to API, exports and integrations with Google Sheets and Data Studio.
We know it’s equally important to track all changes, especially with large datasets, and that clients want compelling monthly reports with specific tracked KPIs.
Join us and hundreds of digital marketing agencies in our quest to create more transparency and accountability in the SEO industry. And scale effectively.