SEO For Government AgenciesIn Partnership with RBFF
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Agenda0102030405Who is BlastWhy SEO Matters to YouWhat is SEOBenefits of SEOHow to Begin
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Services Overview Analytics Roadmaps & AuditsMeasurement Strategy (Goals/KPIs)Implementation & Automated QAClickstream AnalysisAutomation & DashboardsAnalysis InsightsAn extension ofthe RBFF team Data Strategy ManagementBusiness IntelligenceProduct & Customer AnalyticsAnalytics GovernanceAnalytics MaturityData Visualization/Dashboards PPC Management & OptimizationPaid Social MarketingAudits & Strategic RoadmapsCustom & Cross-Channel ReportingMulti-Channel RemarketingIntegrated UX, Message, Match, &Testing Content Strategy & Development SEO Audits: Content, Technical, Social,Authority, Velocity Ongoing Search Engine Optimization (SEO) Local Search Management Global SEO SEO Training Testing, Strategy, & GovernancePersonalization & SegmentationTest ExecutionAnalysis & RecommendationsLanding Page OptimizationUser Research & TestingMarket Opportunity/Threat AnalysisMarketing Mix Modeling (MMM)Attribution ModelingLTV, Product Lifecycle, Demand AnalysisMarketing Dashboards5
RBFF Partnership History2013: Start of PartnershipOrganic SearchContinuous, Long-Term Growth6
Other Government Agency PartnershipsHHS.gov7
Increasing the Probability of Success for 8
Blast DifferentiatorsData BasedTransparentTraining/EnablingStrategic and Tactical9
A Unique, Proven Process10
Agenda0102030405Who is BlastWhy SEO Matters to YouWhat is SEOBenefits of SEOHow to Begin
Why SEO Matters to youDemand-driven (makes sure you’re answering user needs)where do I get a fishing licensewhen do i need a fishing licenseboat registration feeswhen does deer season start12
Why SEO Matters to youImproves availability and accessibility of informationSources: websites.pdf? ga t-websites-dont-meet-standards/21876728/13
Why SEO Matters to youLouder voice (dissemination of information)the bald and gold eagle protection act14
Why SEO Matters to youClears obstacles15
Why SEO Matters to youClears obstacles16
Why SEO Matters to youHelps you improve the user experience17
Why SEO Matters to youHelps you set and reach your goals18
Agenda0102030405Who is BlastWhy SEO Matters to YouWhat is SEOBenefits of SEOHow to Begin
SEO MethodologyRankClickConvertSuccess is achieved whenwinning all three fronts20
SEO MethodologyRank21
SEO MethodologyRanknevada fishing license22
SEO MethodologyClickOn average, five times as manypeople read the headline as the bodycopy. When you have written yourheadline, you have spent eightycents out of your dollar.David Ogilvy23
SEO MethodologyClick24
SEO MethodologyConvert25
SEO MethodologyDemand-Driven26
SEO MethodologyYou spent hours writing and designing your new content. By spending 1530 extra minutes, you can drastically increase performance. Great Content Great Design Great Code (WrongKeyword) Great Content Great Design Great Code Optimal Keyword 3,000 Visits 100 Visits27
SEO MethodologyStrategic Tactical28
Agenda0102030405Who is BlastWhy SEO Matters to YouWhat is SEOBenefits of SEOHow to Begin
Increase Brand Awareness30
Improve User Experience (UX)31
Improve User Experience (UX)RankClickConvertSuccess is achieved whenwinning all three fronts32
Improve User Experience (UX)33
Improve User Experience (UX)Landing PageOptimization34
Improve User Experience (UX)online fishing license35
Improve User Experience (UX)36
Improve User Experience (UX)SEO UX37
Improve User Experience (UX)38
Improve User Experience (UX)39
Improve User Experience (UX)40
Improve User Experience (UX)41
Improve User Experience (UX)42
Improve User Experience (UX)Google Search is just one product of many43
Audience DiversityReach AllGroups44
Easier Website Management45
Easier Website Management46
Easier Website Management47
Lower Maintenance CostsTakeMeFishing SEO Content Theme StrategyOverall Broad Keyword Theme fishing48
Lower Maintenance CostsLower Costs49
Cross-Channel BenefitI have so many questions50
Cross-Channel Benefitthe answer to all of my questions51
Cross-Channel BenefitPaid SearchSocialReferralDirectEmail52
Avoid Content Gaps53
Avoid Content GapsTakeMeFishing SEO Content Theme StrategyOverall Broad Keyword Theme fishing54
Cover Customer Journey55
Cover Customer JourneyAwareness StageInterest Stage56
Cover Customer JourneyContent Roadmap57
Rank Click Convert Benefits58
Benefit: Right Pages RankingRanknevada fishing license59
Benefit: Demand-Driving ContentRankAverage MonthlySearchesfishing hot spotsfishing tipsbest lures2k5k60060
Benefit: Beat CompetitorsClick61
Benefit: Meeting GoalsClick62
Benefit: Meet Funding RequirementsClick 63
Benefit: Greater InfluenceClick64
Benefit: Build Trust & ConfidenceConvert65
Benefit: Increased RevenueConvert66
Benefit: Getting People OutsideConvert67
Agenda0102030405Who is BlastWhy SEO Matters to YouWhat is SEOBenefits of SEOHow to Begin
SEO is a Process69
First Step: Learning70
SecondStep:Remove Roadblocks & Issues71
Action Plan: Tactical First Steps5 actions we can get moving on rightaway to help start moving the needle.1) Map keywords to top pages (Blast)2) Increase static unique content on home &category pages (Blast & RBFF)3) Remove headings from universal elements(RBFF)4) Refine heading markup (RBFF)5) Optimize meta data (Blast & RBFF)FIRSTConfirm prioritiesSECONDStart taking action with a balanceof efforts between complex highpriorities and quick wins to startmoving the needle in the shortterm and achieve long-termsustainable results.72
Action Plan: Strategic First StepsSite-Wide, Long-Term Efforts1)2)3)4)5)Develop strategy for efficient optimizationMap Keywords to all pagesChange the balance of duplicate to unique contentContinue to Develop Content SuitesContinue Filling Content Gaps (CustomerJourney/Keyword)73
Training SEO Process & Key Deliverables:Strategy Discovery Audits (Content, Velocity, Authority, Social, Technical, Velocity, Competitor, International)SEO Priorities & 3 Month Plan (update monthly)Goals & Digital Measurement Framework (DMF)Strategic Keyword ResearchContent Theme Strategy (Keyword mapping)Market Share & Opportunity Business CasesContent, Search & Customer Journey (Intent Gap)AnalysisSEO Strategies (Web, Blog, Social, Video, Image)International & Multi-Domain SEO StrategyImplementation Optimization SEO Performance Analysis & Insights Assess and evolve SEO Maturity to continually deliver measurable results and meet goalsSEO Tool Management/OptimizationIdentify SEO/UX optimization opportunities usingquantitative/qualitative data & heuristic evaluationSEO Analytics, Dashboards & ReportingSEO Mgmt & Measurement Tool SetupContent Roadmap & Tactical Keyword ResearchContent Suite & IA/Nav/Link StrategyContent Recommendations & ReviewsContent, Technical, Authority/Link ImplementationContent Marketing (Off-site optimization includingSocial, PR, Video, Image, PDF, other assets)International SEO Content & TechnicalImplementation (ccTLD/Country/Language)Regional/International OutreachDesign/Platform upgrade and domain migrationTraining SEO Training (1:1, Group/Classroom) SEO Governance - Workflows/processes, CoE centralizedresources/standards, etc.SEO Maturity Assessment74
Thank you!Blast Team
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SEO Strategies (Web, Blog, Social, Video, Image) International & Multi-Domain SEO Strategy SEO Performance Analysis & Insights Assess and evolve SEO Maturity to continually deliver measurable results and meet goals SEO Too
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