Processes of an Online Marketing Agency


(SEO & Content Marketing)

Initial Contact Project Audit & Kickoff Planning Ongoing Support

Workshop /
 Topic Research
 Content
 SEO SWOT
 SEO To-Do List Ongoing SEO

Meeting with
 and Keyword
 Marketing analysis On-Page/On-Site Tasks
Customer Research Content audit
SEO action plan Technical issues Link building

Interview Trend and topic Content gap

(crawling/ Site audit/
(offline/online)
analysis
indexing) health check

Creation of Content

Retrieval Topic list briefs
Off-Page Monitoring
of customer’s creation

Marketing
Work with Creation of GA, GSC, GBP
reality and point Keyword copywriters buyer personas setups

of view
research
Ongoing

Listing manage- Content

Identification Keyword gap/ ment/citations Marketing
of client’s goals
opportunity Website Audit
 Relaunch building
Mapping of pain analysis (Off-Page) Audit/analysis/
Content:

points and Toxic backlink planning/
 creation


business and backlink support Monitoring optimization

peculiarities
Website Audit
 profile analysis
Site health
outreach

Clarification of
(On-Page) Backlink promotion
Toxic backlinks

the customer’s Website issues, prospecting Project Kickoff

hreflangs, 
 Rankings/
and third party Retrieval of
resources HTTPS
expectations 

visibility/share 
 Reporting

Technical Local SEO and finalization
or voice Automation
issues Listing of details Tools:
Quick
 (crawling/ management/ Planning My Reports
Competitor
 indexing)
analysis
GDS
Analysis Complete
 Off-Page
On-page Citation
Competitor optimization building
Competitor
 Backlink profile
identification
ideas
Analysis clean up

Competitor Competitor Link building

comparison
Design/
 identification
(2–4 months)
Market
Setup of
 Concept Backlink On-Page
overview

Analytic Tools Site structure

analysis
Technical/on-pa-

Google Search Landing page Rankings ge optimizations
Traffic overview

Console
analysis

Keyword gap/ Content Marketing

Google Traffic and
opportunity Content:
Tips ar
Analytics
keyword
 e great
analysis strategy
 Action .
Google analysis
is bette
creation
 Take 3 r.
Business Profile
Backlink gap 0% off
optimization
 the
Google Tag research outreach
 market
ing too
Manager promotion that do l
es it all
Reporting (link in d
!
escript
Monthly ion)
reporting setup

1st Week 1st & 2nd Month Ongoing

 Essential KPIs for Marketing Agencies

Customer KPIs Digital Marketing KPIs

Customer Acquisition Cost

Lead generation Website & traffic
Sales Сlosing Ratio
Monthly new leads/prospects
Monthly website traffic

Customer LTV
Primary lead sources
Returning vs. new
Churn Rate
The number of MQLs and SQLs
visitors

Conversion Rate
Cost per lead
Average time on page

Upsell Rate Cost per conversion

Website conversion rate

Average conversion time

Click-through rate (CTR)
Retention rate
on web pages

Conversions: visitors to leads, Pages per visit

Financial KPIs
leads to opportunities Paid advertising
SEO Leads and conversions
Traffic from organic search
from paid advertising

Operating Cash Flow

Cost per acquisition
Monthly Recurring Revenue
New leads from organic search

(CPA) and cost per

Net Profit
Conversions from organic
 conversion

search

Returns on Investment
Click-through rate on
Inbound links to a website
PPC advertising
Time Invested in Project vs. Returns

Page/domain authority

Billings per Full-Time Equivalent Social media tracking

Google PageRank

Keywords in the top 10 SERP

Traffic from social media

Ranking increase
 Leads and conversions

Project KPIs of target keywords
from social media

Number of unique keywords Conversion rate

that drive traffic Audience size

Engagement rate

Lead Time Per Project

Mentions

Estimated vs. Actual Project Time

SM ROI
Estimated vs. Actual Project Cost

Utilization Rate
Digital Agency Pricing

Models Overview
Packaged
 Menu (A La
 Project-
 Monthly
 Hourly Pricing
(Tiered) Pricing Carte) Pricing Based Pricing (Retainer) Pricing

Overview Allows agencies Based on the Client is charged Client retains Client pays

to offer multiple value of per project. your services on an hourly fee
“packages,” with individual a monthly basis. based on
different services your the work you
combinations client wants to do for them.
of services at get from an
different price agency.
points.

Example SEO services + Brochure Developing
 50-hour-per- SEO services

3 content design
a new month retainer at $150 p/h
pieces p/m + Printing 500 Facebook ads for SEO services
one-time brochures campaign

website SEO site audit

redesign

Pros Appeals to Great flexibility

Simple and Guaranteed Simple and
multiple Lower cost straight- monthly income
straightforward

personas
entry point
forward
Retainer fee Easy sell to
Leaves less Easier to sell Easier to paid up front
clients

money on the more after trust scale than Allows you Can be lucrative
table
established hourly pricing to easily scale for projects that

Clear upselling model take a lot of
route problem solving

Cons Potentially
 More “selling” Can be hard Can be a tough Very

confusing per client
to estimate sell for new challenging
Less popular how long a clients to scale

pricing method, project No incentive


can cause will take to work hard/
confusion fast

Popularity
14 Tips for Writing Copy

That Generates Results
1 Ensure you’re using the correct 5 Stay focused
keyword strategy Be clear about what you are trying to say to your
Select your primary keywords and target them audience.

along with the semantically related keywords.

Identify the purpose of each content piece and
Brief your copywriters properly so important stick to it.

keywords don’t get lost in the process.
44% of low-scoring articles in Semrush SEO Writing
Assistant don’t include their target keyword.
2 Come up with an optimized headline
If you have too many ideas for your article, create
separate content pieces.
6 Settle on a readability level
People read at different levels. When
writing, you need to know your reader well.

Include your target keyword.

Focus on your reader persona profiles and tailor
Come up with multiple options before your content to their needs.
selecting the winning headline.

17% of low-scoring blogs seemed too complex for


Focus on the benefit, be actionable, the intended audience (while only 2% of the high-scoring
be specific, and grab the readers’ attention. blogs had this issue).

71% of low-scoring posts don’t include the target keyword


in the title. 7 Avoid giant paragraphs
and long sentences
3 Hook your readers right away Make your sentences and paragraphs

Optimize the opening sentences and paragraphs.

shorter to improve the user experience.

Keep your paragraphs 2–4 lines in length.

Form an emotional connection and place
your reader in the middle of a story. Opt for less complicated words.

4 Cover the topic in-depth 51% of the lowest-scoring posts had paragraphs that were
too long, 43% of them had sentences that were too long,
The length of your content should align with and 41% had words that were too complex.
your goals, audience, and industry standards.

Focus on delivering value and answering

all your readers’ possible questions.

Analyze your top organic rivals’ blog structure

to make your content truly comprehensive.
61% of the low-scoring articles were too short compared
to their top 10 organic rivals.
14 Tips for Writing Copy

That Generates Results
8 Keep your tone of voice consistent 12 Write and design to convert leads
Brands can (and should) aim to develop their With conversion copywriting, focus on the
own tone of voice to set themselves apart.
target audience and include a call to action.

But this tone of voice also needs to be Emphasize the reward and value they will
in line with the preferences of their get (e.g., the exclusive content they will get
intended audience. in your newsletter).

Design your piece to convert (e.g., add

75% of all pieces we analyzed used sentences
that were too casual for their audiences.
a banner in your blog post). Ensure that taking
the desired action is easy for the reader.
9 Add relevant links 13 Finish on the right note
External links help Google see your content as an Reiterate the one thing you want them
authoritative source.
to take away from this post.

Internal linking improves the user experience and
reinforces your content hub strategy.
55% of low-scoring posts didn’t have enough links.
10 Include visuals
Inspire and empower them to take action
and put their knowledge into practice.
14 Put the reader first
Put yourself in the reader’s shoes and write like you
are having a conversation with them.

Images make posts more appealing
 Embrace empathy: remember, the ultimate goal of
to readers and trigger emotions.
your blog is to help your readers and make their
Make sure to create your own graphics, lives better.
infographics, and videos.
57% of low-ranking posts didn’t include enough images.

11 Focus on telling a story

Apply the key rules of storytelling, aligning with
your overall brand story.

Leverage the power of opinion pieces.

The Anatomy of High-

Quality Organic Content
H1 Type Images
“Everything You Need to Know” Articles with 7 or more images
titles generate the most get the most backlinks and
organic traffic. the most unique page
“Mistakes to Avoid” titles and Guides views.
get the most shares.
How to and Comparison articles
Content length
attract the most backlinks. Our data shows posts that
perform better in the
rankings tend to be
Heading Depth longer. The optimal length
28% of the blog posts of your blog posts should
in the high-performance be determined by the
group have H2s and H3s. specific requests of your
readers and their search
And 29% of them intent.
have H2s, H3s, and H4 tags.
Content
Video Should be based on
Articles with at least one video original research and
generate 70% more organic data, customer
traffic than those without. research, and
At the same time, only 8% collaboration with
of all blog posts we analyzed customer-facing teams,
had a video. alongside topic and
keyword research

Number of Lists The content is updated

Articles with 3–4 lists every 6 to 12 months

do better across all metrics. It provides a great

reader experience

Topic coverage is
extremely important
6 Hacks to Write SEO

Blog Post Articles Faster
1 Start with a thorough
 Use all the tools and time Work at least a month or two in advance.

keyword research. available to find the Save all of the likely-to-be-relevant keywords.

keywords that are worth Only save keywords you can actually match
ranking for. search intent for.

2 Fill in your
 Balancing your content Write a list of potential topics alongside their
content calendar. calendar gives you time primary keyword and several secondary
to prioritize and get keywords.

the materials you need Create a plan determining how many posts you’d
in advance. like to execute and publish within a set time.

Consider which posts should be published first.

3 Create your
 It will help you come up List all the post’s H2s.

content outline. with a 1,000-word article Add the key discussion points as bullets.

in less than an hour. Find the data and stats to back

up your conclusions.

Include the inbound and outbound links you need.

4 Write your first draft
 Take all necessary Do the needed research and create the outline.

only when you’re
 preparation steps to speed Try starting with the body before you do the intro.

ready to. up the writing process. Focus on your audience’s pain points.

5 Wait for some time
 It’s impossible to look at Read your post once again at least a day after
before sending your your text with fresh and writing it.

copy to a proofreader. objective eyes just after or

writing it. Pass it to another team member for review.

6 Make and go through It’s always better to make Create an SEO page title.

an SEO checklist. sure the copy is fully Upload a meta description.

optimized before Run the post through a tool like Semrush SEO
uploading it into CMS. Writing Assistant for further optimization.

Ensure the keyword is at the top of the post.

How to Create a Marketing Campaign?

Converting
Planning your Distributing customers Assesing your
marketing your marketing through your marketing
campaign campaign marketing campaign
campaign

Step 1 Step 2 Step 3 Step 4

1 What’s the purpose 6 How will you reach 8 How will your 10 How will you know if
and goal of your your audience?
marketing drive the your campaign worked?

campaign?
desired action? (Calls-
7 How and when will you 11 What will you do with
to-action, landing
2 How will you measure publish? (Timeline and the campaign data?
pages, lead forms)

your campaign?
action plan)
9 What metrics can you
3 Who are you targeting?

monitor?
4 What’s the concept
of your campaign?

5 Who and how will you

create your marketing?

Social Media Posts: What to Track

Platform KPIs

Facebook Reach/Impressions Likes Link Clicks Pinterest Impressions Engagements

2.9B Video Views Comments & Shares 444M Outbound Clicks

YouTube Total Watch Time Video Views Twitter Impressions Engagements

2.5B Engagements 436M Link Clicks Profile Visits

Instagram Reach/Impressions Video Plays i kedIn

L n Impressions/Unique Impressions

1.47B Post Interactions 310M Downloads Engagements

Engagement Rate

TikTok Total Play Time Engagements

1B Video Views Hashtag Performance

*monthly active users, January 2022