nicoluce.com®

Developing an effective SEO strategy for

nicoluce.com

Team A · February 2015

Structure of our proposed SEO strategy

2

1. On-page SEO 2. Off-page SEOBasics

for SEOsuccess

2.3 Content Marketing

2.2 Link building

2.1 Link profile analysis

1.4 Content Strategy

1.3 Site structure

1.2 Keyword focus

1.1 Site analysis

2.4 SERP analysis

3. Implementation

3.2 Budget for one year plan3.1 Metrics & Tools

On-P

age

1.1 Site analysis

● We used a number of tools to conduct detailed on-page site analysis.

● The two tools we recommend for future use are Moz On-Page Grader and Woorank.

● An overview of the results can be seen on the right of this slide.

● The result of the SEO site analysis is critical and it is obvious that the site has not been optimized for search engines.

● Therefore our recommendations will focus on basic SEO strategies, not on advanced techniques.

Results

!!! Missing keyword density on the site.

!!! Not enough relevant text & content.

!! Meta data not optimized.

!! Site structure too limited.

! Technical issues.

!!! Missing keyword focus.

3

➡ All issues can be solved with an effective SEO strategy

On-P

age

1.2 Keyword focus

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● Keyword focus is a trade-off between search volume and competition.

● Keyword focus is a guidance for the content strategy.

● The most relevant short tail keyword for nicoluce.com is “Yoga”.

● Chances that nicoluce.com ranks for short tail keywords are low, therefore we also invest in middle and long tail keywords.

● Our keyword focus recommendation is based on research in the following tools: Google Keyword Tool, Moz Keyword Difficulty and keywordtool.io

Recommendation

Keyword Search Volume Competition

Yoga 823,000 Medium

Yoga Video 12,100 Medium

Yoga Retreat 12,100 High

Yoga Teacher Training 9,900 High

Yoga Instructor 4,400 Medium

Yoga Blog 4,400 Low

Yoga Photo 590 Low

➡ Those keywords should guide all future SEO efforts

Source: Google Keyword Planner

On-P

age

1.3 Site Structure

5

● For each service or topic the site must have one dedicated landing page.

● Based on the keyword focus we propose the site structure on the right of this slide.

● If nicoluce.com should rank in more locations, then a languange dimension should be added to the site structure.

● For each site the titles, descriptions and meta informations have to be carefully optimized for the specific keyword.

● We aim for a broad and shallow depth navigation structure for better crawling.

Recommendation

e.g. German

Nico Luce Yoga Bloghttp://www.nicoluce.com/

Yoga Instructor Nico Lucehttp://www.nicoluce.com/Yoga-instructor

Yoga Retreats & Courseshttp://www.nicoluce.com/Yoga-retreats

Yoga Videoshttp://www.nicoluce.com/Yoga-videos

Yoga Photoshttp://www.nicoluce.com/Yoga-photos

Yogahttp://www.nicoluce.com/Yoga

English

Nico Luce Yoga Bloghttp://www.nicoluce.com/

Yoga Instructor Nico Lucehttp://www.nicoluce.com/Yoga-instructor

Yoga Retreats & Courseshttp://www.nicoluce.com/Yoga-retreats

Yoga Videoshttp://www.nicoluce.com/Yoga-videos

Yoga Photoshttp://www.nicoluce.com/Yoga-photos

Yogahttp://www.nicoluce.com/Yoga

On-P

age

1.4 Content strategy

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● We have to add much more text content with relevant keywords

● We aim to turn nicoluce.com into one of the world’s best personal blogs about Yoga.

● With his unique knowledge and content Nico Luce can become one of the leading yoga bloggers.

● Transforming the website from a portfolio to a blog will have many positive implications on SEO: More frequent content updates, potentially more social media engagement and eventually more direct traffic.

Recommendation

Audience: We will broaden the audience. Currently nicoluce.com is only relevant for people interested in Nico. The future audience could be all people interested in Yoga and a healthy lifestyle.

Content types: ● Blog-posts (videos, photos, travel, advice, product tests, recommendations, exercises, guest posts)

● Yoga Glossary (Yoga Poses & asanas)● Retreat, course & event descriptions● Nico’s service offer

Frequency: We aim to publish at least one new piece of content every work day.

Workflow: We are aware that Nico is already very busy. Therefore we are going to leverage content and article writing services.

➡ We recommend to source content from content and article writing

services.

Structure of our proposed SEO strategy

7

1. On-page SEO 2. Off-page SEOBasics

for SEOsuccess

2.3 Content Marketing

2.2 Link building

2.1 Link profile analysis

1.4 Content Strategy

1.3 Site structure

1.2 Keyword focus

1.1 Site analysis

2.4 SERP analysis

3. Implementation

3.2 Budget for one year plan3.1 Metrics & Tools

Off-

Page

2.1 Link profile analysis

8

● We used a number of tools to conduct thorough link profile analysis.

● The two tools we recommend for future use are Moz Open Site Explorer and ahrefs Site Explorer.

● An overview of the results can be seen on the right of this slide.

● The result of the link profile analysis are better than the on-page results. Still inbound link quantity and quality have to be improved significantly.

● Therefore we aim to diversify linking root domains and attract links from domains with higher authority.

Results

➡ The off-page status quo is less critical than the on-page situation

!! Increase quantity of backlinks.

!! Increase quality of backlinks.

! Gain more social signals.

!!! Diversify anchor phrases and pages.

Off-

Page

2.2 Link building

9

● The basis of the current links is coming from partners working with Nico.

● While they provide a solid basis of links and are relevant pages, they have not enough visibility themselves.

● We have to diversify the anchor texts used for links to nicoluce.com. Currently +90% of referring domains use “nico luce” as an anchor. Better anchors would be phrases from our keyword focus.

● We recommend to attract links from domains with higher authority through cooperations, e.g. with fitness pages such as greatist.com or yoga bloggers.

Assessment

Off-

Page

9

Off-

Page

2.3 Content Marketing

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● The best way to gain more reputable and relevant links is content marketing.

● The basis for content marketing is great content. Currently, there is not enough of that on nicoluce.com. However, there is big potential.

● Especially Nico’s videos are great content that he can use to build links.

● We recommend to record videos or shoot photos (e.g. about common yoga mistakes to avoid) and seed those to fitness pages and yoga bloggers. If they like and post the content, they should be willing to link to nicoluce.com as well.

Recommendation

10Off-

Page➡ Use videos for content marketing and link building activities

Off-

Page

2.4 SERP analysis

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● We conducted a SERP analysis (search engine results page) in order to identify potentials for CTR increase.

● Optimizing nicoluce.com’s titles and descriptions can significantly increase click-through rates and thereby increase traffic to the page

● We recommend that each title includes the word “yoga”, that we write longer and more clickable titles and increase the length of the descriptions.

● This should be done at least for the top 10 landing pages.

Assessment

Off-

Page

Structure of our proposed SEO strategy

12

1. On-page SEO 2. Off-page SEOBasics

for SEOsuccess

3. Implementation

2.3 Content Marketing

2.2 Link building

2.1 Link profile analysis

1.4 Content Strategy

1.3 Site structure

1.2 Keyword focus

1.1 Site analysis

3.2 Budget for one year plan

2.4 SERP analysis

3.1 Metrics & Tools

3.1 Metrics & Tools

13

Important KPIs to monitor

Domain authority 21/100 Moz Toolbar

Total inbound links 120 Moz Toolbar

Social Signals 113 Moz Toolbar

Organic Search Traffic - Google Analytics

Recommendation

➡ The most important result KPI for SEO is # of Organic Search Traffic

Recommended tools to track metrics:● On-page SEO:

○ https://moz.com/researchtools/on-page-grader○ https://www.woorank.com

● Off-page SEO:○ http://moz.com/tools/seo-toolbar○ https://moz.com/researchtools/ose/○ https://ahrefs.com/site-explorer/

● Web Analytics:○ http://www.google.com/analytics/

● Content management system:○ https://wordpress.org

● Content and article writing services:○ https://www.fiverr.com/categories/writing-

translation/article-writing-services/○ http://www.textmaster.com/○ https://www.textbroker.com/○ https://contently.com/

3.2 Budget for 1 year plan

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Recommendation

Description Cost per item Total Cost

Static content total 400€

10 articles 40€ 400€

Blog posts 2000€

100 blog posts 15€ 1500€

100 Stock photos 5€ 500€

Videos total 1000€

10 short videos 100€ 1000€

Total SEO Project costs 3,400€

➡ With these efforts nicoluce.com should rank significantly higher.

● The main cost driver for our proposed SEO strategy is the amount of content that will be published.

● We differentiate between static content that needs to be published in any case (e.g. Retreat, course & event descriptions or Nico’s service offer) and blog posts.

● There is no need to commit to lengthy contracts with content and article writing services. Therefore all costs are completely variable.

➡ We recommend to invest a minimum of 1,000€ in content in order see a positive impact.

nicoluce.com®

We are looking forward to your feedback,

Namaste!

Team A · February 2015