R.A.C.E to success: A strategic framework to WIN at SEO

SEO can be broken down into clear, repeatable steps.


We know that:

In this way, optimizing for SEO can be distilled into four stages:

Want to learn a repeatable, step-by-step marketing program that will allow you to develop and implement a successful digital marketing strategy? This will be the first article of a new series that will deliver just that. This article will provide a general outline of the “what” and “how.” Future installments will go into much more detail.

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Research (reboot, raid, realign)

Before starting any SEO campaign, you need to spend a significant amount of time researching.

Here are a few key elements to examine at the start of any campaign:

Audit (analyze, align, activate)

Now that all the background research is complete, it’s time to move on to the auditing stage. You’ll need to perform several audits to ensure your site has all the correct elements. 

Create (captivate, capture, compel) 

Now that all of the foundational research is in place, you can move on to the fun part: creating captivating, compelling content.

Build your editorial strategy:


Empower (engage, enthrall, earn)

Finally, you have all the building blocks to watch your website thrive and watch your traffic grow. You should be watching your site traffic, rankings and revenue increase at this final stage. You’ve done all the hard work and can now build on your success. At this final stage, you’ll want to focus on empowering your customers to trust you and become your customer.

Data analysis

Conversion rate optimization (CRO):

You can never rest on your laurels when it comes to your SEO strategy. It’s important to continuously build content, outreach and monitor the performance of your website. Google is constantly changing its algorithms, so it’s important for you to keep monitoring trends and to modify your website accordingly.

Here are some of the biggest shifts:

Deep dive

This article has given you an outline of the elements required to establish a successful SEO campaign. However, the devil is in the details.

The articles to follow in this series will go through each of the elements mentioned above, with in-depth information and processes to accomplish each of these stages.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

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