Intelligent Information Sharing

Ted McLaughlan

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A Day in the Life of an SEO'd Blog Article, from the Local Washington DC SEO Provider's Perspective

Hmmm...I think Blogs are good for SEO...

A.    The SEO customer SAYS: "I'll write a Blog article, you SEO it, and we'll post it as part of our online marketing!"

B.    The SEO customer THINKS: "I'll quickly write a fun, helpful blog entry (or get a Guest Blogger!), and my SEO person will highlight it and tag it with some keywords – and the SEO will be done!  This sounds pretty quick and easy, actually, so maybe I'll just get an Intern or check out "SEO 101" for next time…."

C.    The SEO Provider SAYS: "No problem, let's agree on the topic, you put together some initial ideas about the content, and we'll get it all SEO'd!"

D.    The SEO Provider THINKS:

"As part of our SEO agreement, we'll walk through the standard process with one of our experts, and our customer will get the very best results from their investment with us….this is what we'll do, and what we'll communicate with the customer, in a professional way they can readily understand and value...

The DC SEO Process: 
(at least from KME Internet Marketing's perspective!)

1.    Plan (Manager + Specialist): Evaluate the requirement, customer relationship/status and stage/scope/budget of the marketing campaign.

2.    Prepare (Manager + Specialist): Align and assign the right SEO resource (with access and tools) to deliver the requirements within estimated schedule & budget - sufficiently skilled in the applicable facets of an SEO delivery, the Provider's proprietary data/process/software assets, as well as the customer business, technical and Washington DC geo-political media domain (online AND offline).

3.    Deliver (Specialist): Execute a cycle of "SEO Content Marketing", leveraging interactive marketing experience, content production & SEO skill, and campaign knowledge – coordinating and communicating with others on the campaign team (customer and KME) as appropriate.

The general lifecycle elements usually include some degree of:

a.    Research Domain, Topic, Locality, and Competitor Keywords/Semantics
b.    Access and Configure Content Management/Analytics platform
c.    Collect, Aggregate, Curate Reusable or Attributable Content (text, links, media, meta)
d.    Rewrite/Edit Content Draft (copywriting, design, placement, references, visuals - evaluate "Guest Blogger" content for true SEO value/authority)
e.    SEO Content (visible, hidden or "meta", and supporting or "corollary" content, SW code or Blog/Website design updates)
f.    Review, Test, Update Content (as necessary)
g.    Plan, Stage, Gain Approval for On and Offsite Content Publishing, Distribution & Amplification
h.    Publish Content (on Blog)
i.    Distribute, Share, Promote, Amplify Content, Extracts, Derivations (as necessary)
4.    Recover (Manager + Specialist): Review and report on Content Publishing success; Analyze and Report Impact; Reset or Continue Content Marketing lifecycle as necessary (i.e. with new content, related/associated content, or follow-up messaging)."

E.    The SEO customer THINKS: (After the process is started) "OK, there's obviously a lot more to this SEO exercise, so long as it really works(though it does sound more complex than it needs to be) – I'll probably need to let the professionals do what they do, or "let the doctor operate"… so to speak".

F.     The SEO customer (hopefully) SAYS: "OK, let's get on with it, see the results, and post another Blog article as soon as possible.  And talk more about all the other online marketing activities we should be coordinating, like our mobile presence."

Read the original blog entry...

More Stories By Ted McLaughlan

Summary: Currently a Federal Enterprise Architect with Oracle, Ted has over 25 years in Commercial and Government Information Technology with University of Virginia, EDS, Accenture, KME Internet Marketing, Blackstone Technology Group, NavigationArts and CSC; additional focus recently on Interactive Design, Web 2.0 Internet Marketing, SEO, Social Media and Advertising. Specialties: Enterprise Architecture and Information Management, SOA/ESB, Enterprise Integration, Business Intelligence, Internet Safety and Security, Family Content Networks, Knowledge Management and Collaboration, User-Defined Operational Pictures/Common Operating Pictures (UDOP/COP), Situational Awareness, Portals, Internet Marketing and Search Engine Optimization (SEO), Website Design/Development and Optimization - Certified Systems Engineer - Certified Enterprise Solution Architect