The OneLocal platform provides tools to target every stage of the customer journey while providing metrics and analytics to help track a small business’ digital progress for various channels of digital marketing including paid ads, social media posts and SEO.
Objective
Create a more efficient, effective and easy to implement SEO process for new build websites..
Outcome
A new SEO deck with more automation and clearer to use by
other teams, in particular the content creation and sites teams.
Tactics
Old SEO Deck
- The SEO deck for a given new build website was a single Google Sheet with all the information for the content team and the sites team to use to build the website.There was a lot of opportunity for confusion, misunderstandings, and to overlook relevant information.
- All the information was entered by hand. So there was a higher change for human, manual error as there was a lot of repeated information. ie parts of the title tag, Service Keyword | City | Business Name.
New SEO Deck
- Instead of entering repetitive information in manually each time, automation using formulas in Google Sheets were used. This will reduce time and the potential for manual errors.
- For example, Slugs, title tags, and h1 headers all used some formula to generate them from initial input.
- Each new build website has an SEO deck which is now a Google Spreadsheet with individual Google Sheets. Each Google Sheet provides information for a different team.
- There is a google Sheet with information for the content team to create the content for each page. This Google Sheet contains all the keyword research for each page on the website.
- There is a google sheet with all the information for the sites team to set up the website. This is the site architecture.
- The keyword mapping connects the information for the site architecture and the keyword research together so that content team knows which webpages will focus on which keywords
- There is a google sheet for the SEO team which includes all the internal and external linking, all the 301 redirects and any tracked keywords for the new build website.
- To ensure sufficient internal linking opportunities are provided there is a dedicated column that provides suggested pages and topics to create content and linking opportunities around. Providing this information explicitly allows the content team to make a conscious effort to include this in their prompts when using AI tools to provide content drafts.
- Navigation for the site is very explicit so that it is clear for the sites team what each item is. i.e. page, category page, folder, section. This allows for reduced ambiguity reducing the time to create the architecture of the website.
- With the new SEO deck all the “standard pages” provided on each new build website are already included and do not have to be entered in manually.
