SEO Planning Guide / 12-Month Calendar and Checklist.
Getting your marketing plan for your Luxury jewellery business in order is important to establish, not only what to do, but when to do it. Our handy guide below outlines some of the main tasks to complete and when a good time to look at them is. Add these to your diary or calendar and check on them regularly. Create a 12-month plan and map out the areas of work that you are able to undertake and be mindful of not committing to too much and then not being able to deliver the results. See where the gaps in your knowledge or resources are and then take steps to fill these or take away the stress of trying to do too much all at once.
“If you don’t physically have the time or the inclination to write new content or send out mailers, hire a person in-house to do this or an agency to take on the task”
Month 1: Getting Started
This is the month where you get your tracking in order so that you can look at your baseline traffic, and understand where your customers are coming from e.g. Social Media, Organic Search, Direct traffic, Referrals, etc. You should also be looking at the health of your website so that you can fix any errors, warnings, or recommendations that ensure your site is being indexed and ranked correctly.
✓ Tracking Tasks
☐ Set up Google Analytics
☐ Set up Google Console
☐ Set up Google my Business
☐ Analyze your website using SEO Analyzer
☐ Define important KPI’s
✓ Marketing Tasks
☐ Create your marketing plan for 12 months
☐ Find your top 5 competitors
☐ Set up your social accounts
☐ Write a content plan for 3 months
☐ Install a newsletter signup or popup
Month 2: Content Creation
This month we can start our content creation journey. If you didn’t have time to create your content plan for 3 months then do this now. Make sure you research popular blog posts and content with your competitors and see if you could write something better. Have at least 3-6 content ideas to start with and choose an order of delivery, add dates when you intend to publish and start researching the content.
✓ Tracking Tasks
☐ Track your KPIs for the month
☐ Fix any errors or warnings from Google console
☐ Fix any errors or warnings from SEO Analyzer
✓ Marketing Tasks
☐ Research and publish 1 blog post
☐ Research and publish 1 FAQ page
☐ Design your first email newsletter
☐ Promote your new content across social media
☐ Post regular updates on social media
☐ Request Google Reviews from recent customers
Month 3: Creating Habits
Now that you’re 2 months into your SEO journey you should start forming habits. Perseverance and commitment are key to ensuring the long-term success of your SEO and marketing. Growing traffic is a long game that you will thank yourself for after the first 1-2 years. Continue building content, connecting with your customers on social media, fixing any errors that your console to analyser brings up and posting a regular email out to your customers with news or an offer or a product update.
✓ Tracking Tasks
☐ Track your KPIs for the month
☐ Fix any errors or warnings from Google console
☐ Fix any errors or warnings from SEO Analyzer
✓ Marketing Tasks
☐ Research and publish 1-2 blog posts
☐ Research and publish 1-2 FAQ pages
☐ Send out an email newsletter
☐ Promote your new content
☐ Update and build your social media
☐ Request Google Reviews
Month 4-6: Enhance your marketing
By month 4 you should have 3-6 new blog posts and new FAQ traffic plus a regular email all contributing to your baseline marketing. These should now be fixed in your marketing plans and be consistent. Don’t stop doing these things now. It’s where most people fail. If you don’t physically have the time or the inclination to continue writing new content or sending out mailers, hire a person in-house to do this or an agency to take on the task. It is now at this point you can either free up your time to start additional marketing or see where you can start adding new tasks to your workflow.
✓ Tracking Tasks
☐ Track your KPIs for the month
☐ Fix any errors or warnings
☐ Create an audit report to understand your traffic
☐ Check referral traffic for opportunities?
☐ Use competitors backlink checker for opportunities
✓ Marketing Tasks
☐ Publish new blogs, guides and FAQ pages
☐ Send out offers or updates via email
☐ Promote ALL your content on social media
☐ Update and build on your social media
☐ Build Google Reviews to add trust
☐ Update your product photography
☐ Plan a lifestyle photography shoot
☐ Create a leaflet or booklet
Month 7-12: Accelerate your marketing
Your marketing should now be like clockwork. Regular blog post publications, content updates, faqs and emails to your customers. You should be seeing a good increase in your social media followers if you have been active and engaged. Traffic should now be coming in from google search and social media accounts which you will be able to see in your google analytics account or your website analytics dashboard. This is now a great time to start investing in great photography and media. Better product photography, lifestyle shoots (this is your secret weapon to get traction) and video where possible. Update your packaging if you can and think about adding leaflets, booklets or literature to your packaging when you send out products to start upselling or cross selling items.