How to Launch an SEO Campaign
Written by Brian Dean
![How to Launch an SEO Campaign [Template Included]](https://api.backlinko.com/app/uploads/2020/05/seo-campaign.png)
This post outlines exactly how to create a successful SEO campaign.
(Step-by-step)
The best part?
Youβre going to see lots of real-life examples of these steps in action.
Letβs dive right in.
- Step #1: Find Keywords
- Step #2: Publish High-Quality Content
- Step #3: On-Site Optimization
- Step #4: Build Backlinks
- Step #5: Track Your SEO Results
- Step #6: Prune βZombie Pagesβ
- Step #7: Optimize for RankBrain
What Is an SEO Campaign?
An SEO campaign is a coordinated effort to improve a website’s search engine rankings. Common elements of SEO campaigns include finding keywords, publishing content, and creating backlinks, all with the goal of improving online presence.
With that basic explanation out of the way, let’s get into the specific steps:
Step #1: Find Keywords
Keyword research is the first step of any successful SEO campaign and SEO strategy.
Specifically, you want to generate a list of about 10 different keywords.
(These are keywords that you’ll optimize specific pages on your site around.)
1. Find Keyword Ideas With Google Keyword Planner
Google Keyword Planner is a free keyword research tool from Google.
![Google Keyword Planner Google Keyword Planner](https://api.backlinko.com/app/uploads/2024/01/google-keyword-planner.png)
The great thing about the Google Keyword Planner is this:
All of the data comes straight from Google.
To use it, just enter a word or phrase and youβll get a list of keyword ideas:
![Keyword Planner – SEO tools Keyword Planner – SEO tools](https://api.backlinko.com/app/uploads/2024/06/keyword-planner-seo-tools.png)
2. Find Long Tail Keywords With Backlinko
Our free keyword research toolΒ is designed to generate lots of different keyword ideas.
![backlinko-free-keyword-tool](https://api.backlinko.com/app/uploads/2015/08/backlinko-free-keyword-tool.png)
Which means itβs great for uncovering low-competition, long tail keywords.
![paleo-diet-example](https://api.backlinko.com/app/uploads/2015/08/paleo-diet-example.png)
3. Copy Your Competitorsβ Keywords
Hereβs where you see the exact keywords that your competitorsβ already rank for.
To do this, youβll need to use a tool, like Semrush.
![Semrush – Homepage Semrush – Homepage](https://api.backlinko.com/app/uploads/2024/03/semrush-homepage.png)
No matter which tool you end up using, the process is exactly the same.
First, find a competitor thatβs doing really well with their SEO.
Then, pop that competitor’s homepage into the tool:
![Semrush – Organic Research – Search – Backlinko Semrush – Organic Research – Search – Backlinko](https://api.backlinko.com/app/uploads/2024/06/semrush-organic-research-search-backlinko.png)
And youβll get a complete list of keywords that the site ranks for:
![Organic Research – Positions – Results Organic Research – Positions – Results](https://api.backlinko.com/app/uploads/2023/12/organic-research-positions-results.png)
4. Choose 10 Keywords
Now that you have a list of keywords, itβs time to choose the best 10 from your list.
But how do you choose the βbestβ keywords?
You want to pick keywords that have the best combination of these 3 key factors:
1. Low Competition: This is especially important if youβre just starting out. But even if your site is already established, you still want to go after keywords that arenβt super competitive.
So: how do you know if a keyword is competitive or not?
Your first option is to look at the search results:
![Google SERP – SEO Google SERP – SEO](https://api.backlinko.com/app/uploads/2024/07/google-serp-seo.png)
If you notice that theyβre packed with authoritative sites, you probably want to go with another keyword.
And if you want a more accurate system, you can use a keyword research tool. Most tools have a feature that shows you how competitive a keyword is:
![Keyword Overview – SEO Keyword Overview – SEO](https://api.backlinko.com/app/uploads/2024/07/keyword-overview-seo.png)
2. High Search Volume: Now itβs time to see how many people search for the keywords on your list.
Obviously, the higher the search volume, the better.
That said, popular keywords also tend to be more competitive.
For example, 156.4K people search for βpaleo dietβ every month.
![Keyword Overview – Paleo diet – Global Volume Keyword Overview – Paleo diet – Global Volume](https://api.backlinko.com/app/uploads/2024/07/keyword-overview-paleo-diet-global-volume.png)
This partly explains why that search term is competitive.
![Keyword Overview – Paleo diet – Keyword Difficulty Keyword Overview – Paleo diet – Keyword Difficulty](https://api.backlinko.com/app/uploads/2024/07/keyword-overview-paleo-diet-keyword-difficulty.png)
So youβd want to go with a keyword thatβs less popular… which means itβll also be less competition:
![Keyword Overview – Autoimmune paleo diet – Keyword Difficulty Keyword Overview – Autoimmune paleo diet – Keyword Difficulty](https://api.backlinko.com/app/uploads/2024/07/keyword-overview-autoimmune-paleo-diet-keyword-difficulty.png)
3. Customer Fit: You want to find keywords that your customers actually search for.
That said, this doesnβt necessarily mean that they need to be ready to buy something right that second.
For example, take my site: Backlinko.com.
Backlinko is an SEO training company.
In my case, people that search for βbest SEO coursesβ would probably have a really high conversion rate for me.
Unfortunately, very few people search for super-specific keywords like that:
![Keyword Overview – Best SEO courses – Volume Keyword Overview – Best SEO courses – Volume](https://api.backlinko.com/app/uploads/2024/07/keyword-overview-best-seo-courses-volume.png)
Thatβs why I target keywords that my customers search for when theyβre not looking for courses.
(Also known as βinformationalβ keywords.)
In my case, I target terms like βon page seoβ, βlink buildingβ, “seo tools” and more.
![Backlinko posts collage Backlinko posts collage](https://api.backlinko.com/app/uploads/2024/06/backlinko-posts-collage.png)
That said:
You still want to make sure people searching for information keywords will become buyers at some point.
To do that, just check out the βTop of page bidβ in the Google Keyword Planner:
![Google Keyword Planner – Top of page bid Google Keyword Planner – Top of page bid](https://api.backlinko.com/app/uploads/2021/03/google-keyword-planner-top-of-page-bid.png)
This represents the PPC cost for a single click in Google Ads.
And if people are paying money to advertise for a keyword, that means that the traffic can be monetized.
Step #2: Publish High-Quality Content
Now that you have a list of 10 keywords, itβs time to publish content optimized around those terms.
Specifically, high-quality content thatβs optimized for SEO and these relevant keywords.
1. Write Long, Comprehensive Content
Back in the day publishing short, 500-word blog posts worked really well for SEO.
Not anymore.
In fact, one industry study found that longer content clearly ranks best in Google.
![Average content word count of the top 10 results is evenly distributed Average content word count of the top 10 results is evenly distributed](https://api.backlinko.com/app/uploads/2020/12/average-content-word-count-of-the-10-results-is-evenly-distributed.png)
As you can see in that chart, thereβs a correlation between word count and search engine rankings.
Iβm not saying that you should write 3,000 words of fluff.
Instead, your goal is to cover an entire topic on one page.
(And it usually requires a lot of words to do that.)
For example, some time ago I decided to write a post about Mobile SEO.
![Backlinko – Mobile SEO guide Backlinko – Mobile SEO guide](https://api.backlinko.com/app/uploads/2020/12/backlinko-mobile-seo-guide-2021.png)
Instead of a post like β5 tips for optimizing your site for mobile devicesβ, I wrote a complete guide:
![Mobile SEO Guide – Contents Mobile SEO Guide – Contents](https://api.backlinko.com/app/uploads/2018/07/mobile-seo-guide-contents.png)
And because my content covers pretty much everything there is to know about mobile SEO, it ranks #2 on Google for my target keyword:
![Google SERP – Mobile SEO Google SERP – Mobile SEO](https://api.backlinko.com/app/uploads/2023/12/google-serp-mobile-seo.png)
2. Create Visual and Data-Driven Content
Visual content can be a great way to get more social media shares and backlinks.
For example, Digitaloft is an SEO and digital PR agency in England.
A few years ago, they were approached by a company that launched an awesome platform that helps beauty shoppers find the best prices on their favorite products.
The problem was:
The coverage the client was getting often didnβt include links, missing the opportunities to add more SEO value.
To solve this, Digitaloft developed a metric to rank and compare various global beauty brands based on search trends, social followings, and engagement metrics:
![Cosmetify – The Cosmetify Index Cosmetify – The Cosmetify Index](https://api.backlinko.com/app/uploads/2024/07/cosmetify-the-cosmetify-index.png)
This metric was also packaged with visually appealing graphics and charts, enhancing its attractiveness and shareability.
How did this content do?
Six years since the launch, the campaign they created has generated over 1,000 social shares:
![The Cosmetify Index – Social shares The Cosmetify Index – Social shares](https://api.backlinko.com/app/uploads/2024/07/the-cosmetify-index-social-shares.png)
An influx of backlinks from almost 200 referring domains:
![The Cosmetify Index – Referring Domains The Cosmetify Index – Referring Domains](https://api.backlinko.com/app/uploads/2024/07/the-cosmetify-index-referring-domains.png)
As you might expect, these links and shares boosted his clientβs search engine traffic:
![Cosmetify – Organic Traffic Cosmetify – Organic Traffic](https://api.backlinko.com/app/uploads/2024/07/cosmetify-organic-traffic.png)
Since the index and visuals are updated yearly, the client has repeated opportunities to get more page visits, social shares, and backlinks.
3. Publish βAuthoritativeβ Content
A few years ago, BuzzSumo analyzed 100 milion articles.
And they discovered two interesting things:
First, most content gets βzeroβ links or social shares.
Second, βauthoritativeβ content is great for acquiring links.
What is βauthoritativeβ content?
Itβs content that:
- Is written by a legit expert
- Isnβt regurgitated info
- Brings something completely new to the table
Let me illustrate this with an example…
In 2019 I realized that voice search was growing fast.
But when I read articles about voice search, they tended to repeat the same info.
So I decided to create a piece of authoritative content on voice search SEO.
![Backlinko – Voice search SEO study Backlinko – Voice search SEO study](https://api.backlinko.com/app/uploads/2021/01/backlinko-voice-search-seo-study-2021.png)
And because that content contained so much original stuff (and was written by an authority in the field), it generated 3.7K backlinks so far:
![Voice Search SEO Study – Backlinks Voice Search SEO Study – Backlinks](https://api.backlinko.com/app/uploads/2024/07/voice-search-seo-study-backlinks.png)
And ton of traffic:
![Voice search study – Traffic Voice search study – Traffic](https://api.backlinko.com/app/uploads/2021/01/voice-search-study-traffic.png)
Step #3: On-Site Optimization
Now that youβve created a piece of high-quality content, itβs time for the next phase of your SEO campaign: optimizing content.
As you probably know, search engine optimization has changed a lot over the last few years.
And in this step, Iβll show you exactly how to optimize your site the right way in 2024.
1. Short, Keyword-Rich URLs
When it comes to on-page SEO, most people underestimate their URLs.
But as it turns out, your URLs are really important.
![Short URLs tend to outrank long URLs Short URLs tend to outrank long URLs](https://api.backlinko.com/app/uploads/2020/03/short-urls-tend-to-outrank-long-urls.png)
Specifically, you want your URLS to be short and keyword-rich.
For example, take this post from my site about SEO copywriting.
![Backlinko – SEO Copywriting Backlinko – SEO Copywriting](https://api.backlinko.com/app/uploads/2024/07/backlinko-seo-copywriting-2024.png)
As you can see, the URL is only two words… and contains my main keyword.
![SEO copywriting – Post URL SEO copywriting – Post URL](https://api.backlinko.com/app/uploads/2021/01/seo-copywriting-post-url.png)
2. βFrontloadβ Your Target Keyword
Whenever possible, put your keyword at the beginning of your title tag.
(Why? Search engines put more weight on terms that show up early on in your meta title.)
Going back to my SEO copywriting post, you can see that I include that keyword early on in my title tag:
![SEO copywriting – Keyword in title tag SEO copywriting – Keyword in title tag](https://api.backlinko.com/app/uploads/2024/07/seo-copywriting-keyword-in-title-tag.png)
(In fact, my title tag starts off with that term.)
3. Use Keyword in First 150 Words
Next, use your target keyword in the first 150 words of your content.
Why?
When Google sees a keyword early in your pageβs HTML, it lets them know that term is important.
For example, you can see that I use my target keyword within the first 20 words of this post:
![SEO Tips Keyword In Intro SEO Tips Keyword In Intro](https://api.backlinko.com/app/uploads/2020/05/seo-tips-keyword-in-intro.png)
4. Internal Link
Now itβs time to use internal linking.
Specifically, you want to:
- Link from your new post to other pages on your site
- Link from other pages to your new content
These internal links help Google find and index all of your pages. They also send link authority around your site, which helps all of your pages rank better.
![Strategically internal link Strategically internal link](https://api.backlinko.com/app/uploads/2019/02/strategically-internal-link.png)
For example, letβs look at this post from my site.
![Backlinko – Increase Website Traffic Backlinko – Increase Website Traffic](https://api.backlinko.com/app/uploads/2024/07/backlinko-increase-website-traffic-2024.png)
As you can see, I included internal links that point to other pages on my site:
![Increase Website Traffic – Internal links Increase Website Traffic – Internal links](https://api.backlinko.com/app/uploads/2024/07/increase-website-traffic-internal-links.png)
And I also link from other pages to that post:
![YouTube Traffic – Internal links YouTube Traffic – Internal links](https://api.backlinko.com/app/uploads/2024/07/youtube-traffic-internal-links.png)
5. Sprinkle In Synonyms
Finally, include synonyms of the main keyword on your page.
This helps give Google a deeper understanding of your content.
For example, letβs look at my post: 19 New SEO Techniques.
![Backlinko – SEO Techniques Backlinko – SEO Techniques](https://api.backlinko.com/app/uploads/2024/07/backlinko-seo-techniques-2024.png)
My target keyword for this page is βSEO Techniquesβ.
So I made sure to optimize my content using the 4 tips I already showed you.
But I also sprinkled in synonyms of βSEO Techniquesβ, like βsearch engine optimization strategiesβ:
![SEO Techniques – “Search engine optimization strategies” keyword in post SEO Techniques – "Search engine optimization strategies" keyword in post](https://api.backlinko.com/app/uploads/2024/07/seo-techniques-search-engine-optimization-strategies-keyword-in-post.png)
Step #4: Build Backlinks
No SEO campaign would be complete without a bit of off-page SEO, in this case β link building.
Thatβs because links are still an integral part of Googleβs ranking algorithm.
![Ahrefs domain rating correlates with higher first page Google rankings Ahrefs domain rating correlates with higher first page Google rankings](https://api.backlinko.com/app/uploads/2020/07/ahrefs-domain-rating-correlates-with-higher-first-page-google-rankings.png)
And in this step Iβll show you how to build quality backlinks, as part of your SEO efforts.
1. Email Outreach
If you want to get backlinks to your site, you’ll usually need outreach to do it.
(At least at first.)
In other words: when you promote your content to people that have the power to share it, you can get legit links from authority sites.
For example…
Mike Bonadio runs a digital marketing agency in NYC.
A few years ago one of his clients asked him to improve their SEO.
The problem was:
His client was in one of the most boring industries imaginable: pest control.
Which meant traditional content formats (like blog posts) were out.
Instead, Mike decided to create a piece of visual content: DIY Pest Control for the Savvy Gardener.
![DIY Pest Control – Infographic DIY Pest Control – Infographic](https://api.backlinko.com/app/uploads/2024/07/diy-pest-control-infographic.png)
Well, Mike didnβt just publish his infographic and hope for the best.
Instead, he actively promoted it with email outreach:
![Mike outreach and reply email Mike outreach and reply email](https://api.backlinko.com/app/uploads/2021/10/mike-outreach-and-reply-email.png)
Because Mike wasnβt pushy or spammy, his campaign landed him backlinks from Lifehacker…
![LifeHacker – Mike Bonadio backlink LifeHacker – Mike Bonadio backlink](https://api.backlinko.com/app/uploads/2024/07/lifehacker-mike-bonadio-backlink.png)
…and a popular newspaper website in Maine called The Bangor Daily News:
![Bangor Daily News – Mike Bonadio backlink Bangor Daily News – Mike Bonadio backlink](https://api.backlinko.com/app/uploads/2024/07/bangordailynews-mike-bonadio-backlink.png)
2. Guest Posting
Guest posting doesnβt work as well as it used to.
That said, itβs still a solid link-building strategy.
(When done right.)
Specifically, to get the most out of guest blogging, follow these 2 simple rules:
Rule #1: Donβt use exact match anchor text.
Google doesnβt want your guest post links to use exact match anchor text, like this:
![Exact match guest post Exact match guest post](https://api.backlinko.com/app/uploads/2024/07/exact-match-guest-post.png)
Instead, use branded anchor text, like this:
![Branded anchor text Branded anchor text](https://api.backlinko.com/app/uploads/2024/07/branded-anchor-text.png)
Rule #2: Post on related sites.
If your site is about coffee, donβt guest post on a site about digital marketing.
(Even if you can find a way to βmake it workβ.)
Why? Guest posting on unrelated sites can get your site penalized.
For example, my site is about SEO.
So I make sure to only guest post on sites that are about SEO or closely related topics like social media, blogging, and content marketing.
3. Copy Your Competitorβs Links (Reverse Engineering)
Reverse engineering is a tried-and-true link-building strategy.
All you need to do is use a tool like Semrush to find a competitorβs inbound links.
![Backlink Gap – Backlinko – Results Backlink Gap – Backlinko – Results](https://api.backlinko.com/app/uploads/2024/07/backlink-gap-backlinko-results.png)
For example, my site has a link from this page:
![Single Grain – Digital marketing trends 2021 Single Grain – Digital marketing trends 2021](https://api.backlinko.com/app/uploads/2021/10/singlegrain-digital-marketing-trends-2021.png)
And letβs say that youβre one of my competitors.
Do you have a digital marketing trend on your site worthy of this list? Could you find one?
If so, youβd have a good chance of getting a link from that page too.
Step #5: Track Your SEO Results
Your last step is to see how your SEO campaign is performing.
To do that, weβre going to use two excellent (free) SEO tools: Google Analytics and the Google Search Console.
Letβs dive right in.
1. Track Organic Traffic With Google Analytics
How do you know if SEO is working or not?
My answer? Check your organic traffic in Google Analytics.
![GA4 – Acquisitions – Traffic acquisition GA4 – Acquisitions – Traffic acquisition](https://api.backlinko.com/app/uploads/2024/02/ga4-acquisitions-trafic-acquisition.png)
If it went up, then youβre on the right track.
If it went down? Then you probably want to change your approach.
Note: SEO results donβt happen overnight. Depending on the niche, it can take weeks or months to see changes kick in. That said, if you followed the steps above, you should see some positive movement within 4-6 weeks.
2. Track Keyword Rankings With The Google Search Console
Google Analytics gives you a high-level overview of how your search engine traffic changes over time.
But if you want to dig deeper, check out the Google Search Console.
Just like with Google Analytics, the Google Search Console tells you how many people came to your site from Google:
![Google Search Console – Backlinko performance Google Search Console – Backlinko performance](https://api.backlinko.com/app/uploads/2021/10/google-search-console-backlinko-performance.png)
But it also tells you the exact keywords people used to find your site…
![Google Search Console – Exact keywords Google Search Console – Exact keywords](https://api.backlinko.com/app/uploads/2021/05/google-search-console-exact-keywords.png)
…and the pages that bring in the most organic traffic:
![Google Search Console – Pages with most organic traffic Google Search Console – Pages with most organic traffic](https://api.backlinko.com/app/uploads/2021/05/google-search-console-pages-with-most-organic-traffic.png)
Step #6: Prune βZombie Pagesβ
βZombie Pagesβ are pages on your site that donβt add any value.
In other words, theyβre pages that donβt bring in any traffic… or sales.
And when done carefully, removing Zombie Pages can help improve your site’s Google rankings.
(Why? Google updates like Panda mean that Google penalizes sites that have lots of low-quality pages.)
For example, Sean Falconer is a Backlinko reader that wanted to improve his siteβs SEO.
And the first thing he did was delete over 10k web pages from his site.
Deleting those 10k pages is one of the main reasons that he improved his siteβs organic traffic by nearly 90%:
![Sean Falconer – Organic traffic Sean Falconer – Organic traffic](https://api.backlinko.com/app/uploads/2024/07/sean-falconer-organic-traffic.png)
Sean isnβt alone…
Blogger James Pearson recently axed hundreds of blog posts from his site… and his organic traffic increased by 30%:
![James Pearson – Huffington Post James Pearson – Huffington Post](https://api.backlinko.com/app/uploads/2018/07/james-pearson-huffington-post.png)
Step #7: Optimize for RankBrain
An AI algorithm called RankBrain is now an important part of Googleβs new-and-improved search algorithm.
![RankBrain article RankBrain article](https://api.backlinko.com/app/uploads/2018/07/rank-brain-article.png)
So, how do you optimize your content for Googleβs RankBrain algorithm?
Optimize for βUser Intentβ.
Google uses RankBrain to determine whether or not someoneβs happy with the search results.
If a searcher likes a specific page in the SERPs, Google gives that page a boost:
![Pogo stick effect – Up Pogo stick effect – Up](https://api.backlinko.com/app/uploads/2020/12/pogo-stick-effect-up.png)
If not, they drop it down a few spots:
![Pogo stick effect – Down Pogo stick effect – Down](https://api.backlinko.com/app/uploads/2020/12/pogo-stick-effect-down.png)
Thatβs why itβs important that your page satisfies βUser Intentβ.
In other words:
Does your content give the searcher what theyβre searching for?
For example, a while back I wanted to rank for the keyword βSEO toolsβ.
But before I wrote a single word of content, I asked myself: βWhat does someone searching for βSEO toolsβ actually wantβ?.
And I realized the answer was: a thorough list of the best SEO tools on the market.
So I created a post optimized for that user intent: 41 Best SEO Tools (Free & Paid).
![Backlinko – Best free SEO tools Backlinko – Best free SEO tools](https://api.backlinko.com/app/uploads/2024/06/backlinko-best-free-seo-tools-2024.png)
Because the page is optimized for User Intent, it ranks in the top 5 for my target keyword:
![Google SERP – SEO tools Google SERP – SEO tools](https://api.backlinko.com/app/uploads/2024/07/google-serp-seo-tools.png)