SEO Campaign Management: A Complete Guide

April 16, 2023

SEO (Search Engine Optimization) Campaign Management is both an art and a science. 

It requires you to understand the complex world of algorithms and the mindsets of the people using them to find what they need online. 

SEO campaigns are critical to any digital marketing strategy, but you will find yourself putting together several of them simultaneously. 

It is important to ensure they are all pulling in the same direction and not working against each other. 

Thankfully, we have gathered everything you need to know in one convenient guide! If you want your business to succeed with search marketing, this guide will show you how! 

Read on to learn more!

What is SEO Campaign Management?

Search Engine Optimization is the art of increasing a website's visibility or ranking on search engine results pages. 

The ultimate goal is to achieve a number one position in SERPS for relevant keywords to increase traffic and improve customer experience, usually known as organic or unique traffic. 

Modern search engine optimization has evolved, and the algorithm used by the search engine to rank websites now includes signals that cover expertise, trustworthiness, brand authority, social metrics, website technology, page speed, content quality and relevance and not forgetting trustworthy backlinks  from other websites. 

Let us discuss the best practices for developing an effective SEO campaign strategy.

What does SEO campaign management involve?

SEO campaign management involves a range of activities designed to improve a website's visibility and performance in search engine results pages (SERPs). The ultimate goal of SEO is to increase the amount of organic (unpaid) traffic that a website receives, by ranking higher for relevant search queries. To achieve this, SEO campaign management typically involves three key areas: research, website optimization, and reporting and analysis.

1. Research

The research phase of SEO campaign management is critical for understanding the competitive landscape and identifying opportunities to improve a website's search engine performance. This involves researching relevant keywords and search queries, analyzing competitors' websites and backlink profiles, and understanding the overall search intent of your target audience. By conducting thorough research, you can develop a comprehensive SEO strategy that is tailored to your business goals and target audience.

2. Website optimization

The website optimization phase of SEO campaign management involves making on-page and technical changes to a website to improve its visibility in search engines. This can include optimizing website content and structure for relevant keywords, improving website speed and mobile-friendliness, and ensuring that the website is easily crawlable by search engine bots. Additionally, website optimization may involve building high-quality backlinks to a website, which can improve its authority and trustworthiness in the eyes of search engines.

3. Report and analyze

Finally, the reporting and analysis phase of SEO campaign management involves tracking the performance of your SEO efforts over time and making data-driven decisions to continually improve your strategy. This can involve tracking keyword rankings, analyzing website traffic and engagement metrics, and measuring the impact of any changes you make to your website or SEO strategy. By regularly reporting on and analyzing your SEO performance, you can ensure that your campaign is on track to meet your business goals and adjust your strategy as needed.

Now you have a top-level understanding let's jump into a more detailed step-by-step of how to thoroughly conduct SEO campaign management…

How to manage your SEO campaign - a step-by-step guide

Set Your Goals and Strategy

One key part of managing your SEO campaign is to plan it carefully. To do so, you need to establish clear goals. 

Even though the main objective of an SEO strategy is improving search engine rankings, there are other objectives you could set for yourself - depending on what area or market niche you are going after.

With any marketing strategy or business plan, it is important to set clear, measurable, and specific targets before beginning an SEO campaign. 

This will help you define what success looks like for your business tangibly and objectively. Once you know what you want to achieve, building an effective campaign strategy becomes much easier.

While one of the goals of an SEO campaign is improving your SERP ranking (which stands for Search Engine Results Page Ranking), there are many other goals involved. 

Some goal examples are

  • Obtain X amount of organic revenue in X timeframe
  • Appear on the first page for X keyword in X location
  • Increase total SERP impressions & clicks by X%
  • Write X amount of high quality thought leadership articles

Running a successful SEO campaign takes more effort than just boosting rank! But do not rush, and always remember SEO takes time.

SEO strategy on paper at desk

Keyword Research

Once you have set your SEO goals, the next step is to complete the keyword research process and examine the competition. If over a dozen sites offer similar products or services, knowing their operations help determine your long-term strategy.

To determine these competitors, type your targeted keyword in Google (or another search engine) and see which domains come up first. 

However, do not stop at just one keyword--search through 10 - 50 keywords to get an idea of what other websites rank for those terms too! Analyze your competitors and see what products or services they offer and the prices. 

Perform a quick site search to see how much content they have created around certain keywords. Seek out opportunities based on what is popular in terms of posts from these competitor sites and which is driving the most traffic. An SEO tool such as SE Ranking can give you these keywords and estimated traffic your competitors are driving through a quick competitor audit report export.  

Find out how often they post, their target audience, where people are coming from, etc., so you can make educated decisions about other marketing strategies for your blog or company.

Knowing which keywords fall under which category of search intent is also beneficial. You see, these search intents can be classified into three broad categories:


Informational keywords and searches are used when an online searcher is looking for more information about something. Whether that is a product, service, guide, or anything else- the searcher intends to learn and find information about the topic they are searching for.


Your customers are searching for ways to use what they have learned about you. They may want to buy one of your products or ask for more information.


Commercial keywords are the words people type in when looking for a specific service or product. They want to see what else is out there that might solve their problem and provide them with an overall positive experience.

Agency Tip: When analysing your competitors identify the keywords driving the largest amounts of traffic to their websites with the lowest difficulty level, these are ‘low-hanging’ fruits and by creating content more in-depth than your competitors you can capitalise on this traffic quickly. 

Audit your website 

Site audits are conducted to identify a wide range of website issues. 

They determine if your website is fully optimized for search engine traffic, has broken files or links, loads quickly, is user-friendly and has top-notch content. 

Conducting regular site audits is important because even if your site may still generate some traffic - you want to be sure that it reaches its fullest potential. 

Addressing issues like technical SEO, your on-site SEO techniques, high-quality content and good UX experience for the users can result in a growth in traffic and conversions and keep our site favourable in the eyes of Google with algorithm updates. 

Along with that, search engines like Google have bots or spiders that go through every URL to gather more information about it. You need to ensure the content on your site is easily readable and discoverable by these bots to get indexed accurately and quickly. 

By mimicking how these bots crawl through your website, site crawlers can help you identify problems with its coding, such as duplicate content, broken URLs, and canonical tag issues.

lady working on laptop

Content creation

Producing high-quality content in your SEO campaign is the next step. The phrase "Content is King" probably comes to mind. 

Content plays a huge role in SEO rankings. To keep readers engaged on your site, you must create relevant and engaging content that answers their questions - sending Google positive signals about the value of your content. 

Build out a map of focus keywords based on your competitor analysis and tie each of these to an actionable content item that can cover the topic in-depth allowing you to rank.

Next, we recommend using an on-page content optimisation tool such as Surfer. This is a marketing tool designed to help you optimise written content for SEO, like blog posts and articles. It works by analyzing the content of a page against 500+ on-page signals and providing a content template containing length, internal linking recommendations, target keywords and density to include.

Link building

Link building is an important part of search engine optimization services because it helps search engines determine which pages have the highest amount of ‘online authority’ and in turn should rank higher in the SERPs. 

When using link-building strategies, you should focus on earning links from sites where you have created useful content - not just link-building for search engines. 

But when it comes to link-building, there is a right and wrong way. For the longevity of your website, your build-out methods should be natural (White-Hat) and adhere to the guidelines set in place by Google. 

White Hat SEO—which goes hand-in-hand with natural link-building techniques—is promoting your online visibility through organic tactics rather than spammy ones (i.e. Black-Hat). 

This approach gets high marks from Google but takes more time than those with nefarious intentions would probably like. White-hat  SEO strategies could include:

  • Guest posting
  • Promoting your content to associated networks
  • Creating infographics
  • Social bookmarking
  • Directory submissions

Measurement & Reporting

Now that we have successfully made it through the campaign - time to analyze! Analyzing is a much easier task than everything else that goes into this process. 

Review your SEO objectives and consider what KPIs and metrics need to be tracked. 

Tracking these metrics will allow you to see what techniques drove the most traffic and conversions for your business; based on those results, you can make data-backed optimizations to your next marketing efforts to increase revenue for your next marketing efforts your company.

Expert Agency Tips For SEO Campaign Management

As an expert agency in SEO campaign management, we have seen firsthand what works and what doesn't when it comes to optimizing websites for search engines. Here are three tips that we recommend for anyone looking to improve their SEO campaign management:

Focus on Quality Content:

Creating high-quality content that is valuable to your target audience is one of the most important things you can do to improve your SEO. Google's algorithms prioritize content that is well-written, relevant, and informative, so it's essential to create content that meets these criteria. You can achieve this by conducting keyword research to identify topics that your audience is interested in, and then creating content that addresses those topics in a comprehensive way.

Optimize for User Experience:

In addition to creating high-quality content, it's crucial to optimize your website for user experience. This involves ensuring that your website is easy to navigate, loads quickly, and is mobile-friendly. These factors are all important ranking factors for Google, and they also contribute to the overall user experience on your website. By focusing on user experience, you can improve your website's performance in search engine rankings and keep visitors engaged.

Analyze and Adjust:

Finally, it's important to continually analyze and adjust your SEO campaign management strategy. This involves monitoring your website's performance in search engine rankings, tracking your traffic and engagement metrics, and making adjustments as needed. By analyzing your data and adjusting your strategy accordingly, you can stay ahead of your competition and continuously improve your website's performance in search engine rankings.

Final Thoughts

There you have it, a step-by-step breakdown of how to conduct SEO campaign management, it can seem overwhelming with a lot of steps if you’re new to the digital marketing world. With this in mind, we recommend enlisting the help of an SEO agency to get you kick-started and climbing the rankings in no time. 


Why does SEO matter?

You need to optimize your website for search engines to avoid losing potential customers to your competitors whose websites are ranked higher in search engine results than yours. 

So, a strong SEO campaign will allow brands to position their website and content highly on the SERPs for relevant keywords to attract prospective customers' attention and bring them into their sales funnel.

What is campaign management in SEO?

The SEO campaign management is to plan, track and optimize the progress your optimization strategy has made to help increase your rank on google. Managing this process will allow you to constantly adjust your strategy to make even more money for your company.

What are the 4 types of SEO?

Search engine optimization (SEO) is a major component of digital marketing, encompassing various strategies. Here are four types of search engine optimization:

  • On-page SEO 
  • Off-page SEO 
  • Technical SEO
  • Local SEO