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Tips for Managing an SEO Campaign - #LinkaratiChat with Casie Gillette

Cory Collins | November 4, 2015

Managing an SEO campaign is no small task. Dealing with clients, creating proper expectations, guiding the project, overseeing the work, delivering reports: all of these can be a full-time job unto themselves.

So how do most SEOs managing projects juggle responsibilities?

Managing an SEO campaign is no small task. Dealing with clients, creating proper expectations, guiding the project, overseeing the work, delivering reports: all of these can be a full-time job unto themselves.

So how do most SEOs managing projects juggle responsibilities?

On Tuesday 10/27 we were lucky to have Casie Gillette, Director of Online Marketing at KoMarketing, as our featured guest in a live Twitter chat which we've dubbed #LinkaratiChat. Casie led the chat in a wonderful discussion with a wide-variety of SEOs, covering advice, tips, tricks, and sharing ideas. 

If you're looking to learn a bit about managing SEO campaigns, look no further. 

Let's dive into the conversation. 

Question One: What are the primary challenges SEOs face when managing a campaign?

We wasted no time in getting straight to the heart of the issue - primary challenges. 

Casie led us off with the most important issue: setting proper client expectations. 

Our own Kate Smith pointed out that communication is the crux of any client relationship:

Jared Carrizales discussed the importance of buy in, specifically educating clients on SEO:

Paul Shapiro agreed with both Jared and Casie

Bill Slawski brought up the importance of defining the scope of work, particularly when setting expectations and building client trust:

Everyone agreed how important it is - particularly at the beginning of an SEO campaign - to manage client expectations and define a clear path forward.

Question Two: How do you divide time appropriately between client communication/interaction and project work?

Making time for client communication is crucial, but can eat into project work. So how do SEOs manage?

Casie led the discussion with strong organization and monthly planning.

Dustin reminded us that communication is a two way street. Sometimes you need to do the listening.

Ryan Jones explained they often have the roles separated: a manager to handle clients and dictate direction, and a strategist who's doing the project work.

Tripp recommended spending the majority of your time in the actual work, while dedicating a portion of the day to communication.

Bill Slawski recommended transparency, which he achieves through granting clients access to Basecamp, a project management tool.

Jared does the same, but with Trello instead.

Perhaps the best advice (and most overlooked) came from Casie:

Please - no more useless meetings.

Question Three: How do you make a case for an increase in SEO budget?

There are two main ingredients in making a case for an increase in budget:

  • Report specific results and benefits of the campaign to date, including goals and achievements
  • Outline benefits of increasing the budget, and what the future scope of work would be.

If you want an increase in budget, you need to explain the value of your campaign, plain and simple. Data is your friend.

But what metrics should you report?

Question Four: How do you measure success for an SEO campaign?

How do you measure success? Based upon the client's goals.

Regardless of what you've achieved, if your client isn't happy, it's not a successful campaign. 

Campaign success is achieved when you've met the goals you set for the campaign, which should be decided through client communication.

Question Five: What are some "rookie" mistakes worth avoiding?

Not properly tracking or reporting, being underprepared for meetings, letting clients dictate poor KPIs, making assumptions without proper research. There's a hundred ways to make "rookie" mistakes - it's important to remain focused on objectives and strategic in their pursuit.

Question Six: What are some tools you recommend for managing SEO campaigns?

Last but not least, we asked about tools. Trello, Bandcamp, and a few other had been mentioned. What other tools are SEOs using to help them manage campaigns?

SEOs do love their tools - there are many to recommend, depending on your size, scale, workflow, and personal preferences.

...And That's A Wrap!

Thank you so much to Casie for clearing an hour out of her schedule to chat with us about managing SEO campaigns, and huge thanks for everyone who took part. 

We really love these discussions and we hope you enjoy them as well - not to mention learn something new. 

Keep an eye out for the next chat, which will be on the 10th with Bill Sebald of Greenlane SEO! Bill will lead us in a discussion about onboarding new clients. 

Cheers, and thanks for tuning in!

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About The Author

Cory Collins

Cory Collins is the Managing Editor of Linkarati and the Content Marketing Manager for Page One Power. Cory is a writer, runner, link builder, SEO strategist, and beer enthusiast. Cory lives with his dogs and wife in Pullman, WA.

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