Services
Strategy is the list of queries you will not chase.
An SEO strategy chooses the demand worth a page, the URL that should own it, and the work that should stop.
The same URL has to rank, be quotable, be named in chat, and be a source in the overview.
A named result is published when that client clears the figure.
SEO strategy
01 — The gap
The keyword list is the plan.
Volume is treated as value. The business’s actual sales conversation never appears.
02 — The work
Demand set
Queries grouped by the job the buyer is doing, with volume as a clue, not a verdict.
03 — The close
Reporting
The table, the stop-list, and what shipped against both.
The work
What this is
Most strategy decks repeat a funnel and a keyword export. The useful document is shorter: these queries, these URLs, these templates, and this is what we will ignore for a quarter.
It comes before a large content program and before programmatic SEO. If the strategy is ‘rank for everything adjacent,’ it is not a strategy.
The problem
What usually breaks
01
The keyword list is the plan.
Volume is treated as value. The business’s actual sales conversation never appears.
02
Every team has a different priority.
Product wants comparisons. Content wants thought leadership. Nobody has written down which one search is for.
03
Last year’s plan is still running.
Pages keep publishing against it, including the ones that never earned a click.
The practice
How ShoutRank approaches it
We start from revenue and from the queries a buyer already types. Brand search is noted and then set aside so it cannot disguise the rest.
The output is an assignment and a stop-list. Both are boring on purpose. They are what the next two quarters are allowed to ship.
Included
What the work includes
01
Demand set
Queries grouped by the job the buyer is doing, with volume as a clue, not a verdict.
02
URL map
What exists, what should be merged, and what would have to be created.
03
Stop-list
Pages and ideas that should not be staffed.
04
Quarter sequence
The order, tied to who can implement.
Sequence
Process
- 1
Discovery
Interview the people who hear the buyer’s words. Read the queries you already earn.
- 2
Audit
Compare that list with the URLs that exist.
- 3
Strategy
Cut it to a set a team can hold in one table.
- 4
Implementation
Hand the table to the people who will ship the first pages.
- 5
Monitoring
Re-read the table when a new idea arrives. Add it only if something else comes off.
- 6
Optimization
Kill pages that the strategy no longer claims.
- 7
Reporting
The table, the stop-list, and what shipped against both.
The desk
Why ShoutRank
A stop-list is part of the deliverable
Without it, the strategy is a wish. With it, the team knows what not to brief.
It has to fit the people you have
A plan that needs a newsroom you do not have is not a plan for this company.
Measured in the open
The same table is what consulting and the monthly review use later.
The report
How success is measured
Share of the demand set that has a single owning URL.
Non-brand impressions on that set.
Pages removed or merged because they were on the stop-list.
A named client result is published when that client clears the figure. Until then the report is the measurement.
ShoutRank does not guarantee a ranking or a citation.
Related
Questions
Next
Check the page you want people to find.
The free check shows the gaps on one public page. If the gap is this service, a neighboring one, or a two-week review, we will say so after you ask.
A named result is published when that client clears the figure. ShoutRank does not guarantee a ranking or a citation.