Wednesday, March 26, 2014

Using Data Management Techniques to Keep Your SEO Campaigns Running Smoothly

Search engine optimization campaigns can require a lot of work, especially for websites that weren't designed with search engine ranking in mind from the beginning. SEO is not usually completed in a single day, with most requiring work over the course of several weeks, months, or even years, depending on the site and the keywords you're trying to rank. Maintenance should also be taken into consideration when planning an SEO campaign, as most strategies have to be updated over time to keep them relevant and the site ranking against the competition. 

One important factor that's often overlooked when running SEO campaigns is data management. SEO campaigns can accumulate a lot of important data to which more than one person may need access.

In this article, we'll take a look at a few data management techniques that can help keep your SEO campaigns running smoothly and, more importantly, your clients happy.

Good data management is just one piece of running a successful SEO campaign. (Image credit:

Keeping Track of Keywords

Keywords are some of the most important data you'll need to collect and analyze when running an SEO campaign. Depending on how many campaigns you manage, you may have to collect, store, and analyze hundreds or thousands of keywords that are relevant to one specific website.

Using a keyword manager can help keep track of the keywords you use on a daily basis. Look for a keyword manager that allows you to add or delete keywords easily, tag the keywords for categorization and running reports, and import and export large amounts in CSV format. If you have multiple teammates working on the same campaign, it may be useful to find a service that stores data in the cloud so it can be accessed from anywhere.

Since keyword research is vital to a successful SEO campaign, make sure you keep track of your data in real time by using a data integration provider like

Link Management

Just like keyword management, link management is equally important when running a successful SEO campaign. Depending on how large the campaign is, you may have a hundred different links or a few thousand. Your data management software should be able to keep track of the status, the type of link, and the website on which the link is located. Look for a provider that allows you to search and filter through links, manage multiple campaigns, and import and export large volumes of links in CSV format.

If you have multiple people working on the same link-building campaign, it's important that everyone has access to the same real-time data. Choose a data management provider that offers a cloud-based storage solution that everyone can access and edit. Keeping team members on the same page is crucial to running a smooth campaign. Your clients will thank you for it.

Creating Content

Creating fresh, unique, and captivating content is just as important as picking the right keywords to focus on during your SEO campaign. If you don't create content, you'll have a hard time getting the website to rank against the competition. Keep track of the content your team creates for each campaign, where the content was posted, how many views it's received, and the keywords it contains. It can be helpful to keep track of the URLs so you can update your linking strategy later on, as well.

Keeping Track of Account Information

Depending on your SEO strategy, you may need to create accounts for a variety of social networking, bookmarking, and marketing sites and services. Everyone working on the campaign should have access to this information so that no time is lost tracking down basic information like usernames and passwords.

Since these accounts can contain sensitive data, your data management practices should include security so that only the people who need the information have access to it. If your data management software allows you to set permissions, make sure you include everyone who needs it, and password-protect it to keep unauthorized people out.

Keeping Track of Results

SEO is a process that takes time and dedication, along with good research since search engine algorithms are constantly changing. Since SEO is an evolving process, it's a good idea to keep track of the results on a consistent basis. Good data management practices allows you to compare the results week to week, month to month, and even year to year. If you're running a campaign for a client, keeping track of historical data allows you to show your performance over a selected period of time.

Consider keeping track of direct navigation, referral traffic, and search traffic, both percentage and exact numbers. It's also a good idea to keep track of which search engines your traffic is coming from, and what keywords and phrases are being used to find the site. In addition, keep track of the conversion rate by search query term or phrase. Knowing where your sites' conversions are coming from enables you to revise your strategy in the future and focus on the tactics that are working.

Good data management practices are just as important as the campaign itself. If you're unable to track the results of your campaign, you may end up wasting time and effort on strategies that aren't working. More importantly, if the SEO campaign is for a client, you need to be able to show the progress you've made over a specified period of time. If the client can't see any positive results, they may be more likely to look elsewhere for help.

Good data management practices allow you keep track of your keyword research, link building, content, account information, and the results of your campaign. If you're not using data management to your advantage, now is the time to start.

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