Client Master

This is where MCs will track action items from client meetings. Fulfillment Team will never have any reason to come to this tab.

• This is where MCs will log their PPC and SEO strategies, as well as results and check dates. Fulfillment Team members will never have any reason to come to this tab.
• The most recent strategies that are entered here by MCs can be found at the top of the SEO and PPC logs. This is how MCs will communicate strategy to FT members.

Filling Out the “Log – Strategy” Tab

This tab is where we will track SEO work each time it is done.

• #: Each time you start a new row, number it here (just put in the number immediately following the one in the previous row).
• Task User: Enter your name.
• Check Back Date: Each time we make changes to a client’s website, we want to check back later and make sure it was a positive change. In this cell, put the date you think your work should be checked.

• Task Type: Choose the bubble from the drop-down menu that best describes the type of changes you have made.
  • Note: There is an “MC Update” option. This option should only be selected by MCs and is used to communicate short-term changes, announcements, or things to be mindful of to people working on their accounts. Selecting this option will turn the row orange.

• Page URL: The URL of the page you made changes on.

• Description of Task Actions Taken: Describe the changes you made on the page.
  • • E.g. “Added the target keyword “PPC management services” to the Title Tag and H1.

• Reasoning Behind Task Actions: Describe your reasoning behind the task actions taken. You don’t have to go into too much detail here, but make sure you include enough detail that the MC would understand your actions just by reading this cell.

• • • E.g. “I noticed that this keyword had dropped from position 5 to position 13, so I decided to improve our on-page SEO for this page”
    • E.g. “MC asked me to optimize this page for this keyword”

• • *Note: If the work done was addressing a negative result in a different row, the row of the task that resulted negatively should be referenced here.
    • E.g. “Addressing the negative result in row 8; Changed keyword match types back to phrase match, since changing them to broad match resulted in a much worse cost/conversion.”

• Notes – Expected Results: Describe what your expected outcome is.

• • • E.g. I expect rankings for the keyword “ppc management services” to steadily improve over the next couple of months.

How to Perform a Check Back

This section goes over how to follow up on and address work done in previous months

• Check Back Results: When you are assigned a task, you should begin by checking work done in previous months. If the “Check Back Date” has passed, you should review the work recorded in that row. There are 4 different input options: “Positive” (Green), Cannot “Determine” (Yellow), “Negative” (Negative), and “Addressed” (Black)
• •  “Positive” (Green)
    • If the change made had a positive impact (e.g. The conversion rate increased by x%), mark it as “positive”.
  • Cannot Determine (Yellow)
    • You should choose this option if there is not enough information to determine whether or not changes made were positive (e.g. there haven’t been enough clicks). Because we have to wait until we have more information, update the “check back date” to a future date.
  • “Negative” (Red)
    • You should choose this option if the change made a negative impact (e.g. Cost/conv increased by 34%). Items that are marked red should be addressed immediately. You can either revert the change, or make a new change that you feel will make a positive impact. When you address this row, make sure you log your changes in a new row.
  • “Addressed” (Gray)
    • Once you have addressed Yellow or Red bubbles, make sure you change them to “Addressed”.

• Check Back User: If you were the one to check this task, put your name here.

• Notes – Check Back Results: This should be filled out by the person checking back on this task. If the check-back results were negative and you have addressed them in a different row, make sure you include the row number where it was addressed here.

• • E.g. “This keyword was ranking 13th at the time of the change, and it is now ranking 9th”
  • E.g. “This keyword was ranking 13th at the time of the change, but it is now ranking 25th. Addressed this issue in line 23”

Filling Out the “Log – PPC Work” Tab

This tab is filled out in the same way as the SEO Log tab (above), but there are a few small differences. For a more in-depth video on how to fill this tab out, check out the “Log – SEO Work” video above.

• Lever: Select the lever that you are attempting to pull.
• Network: Select the network of the campaign that you are working in.
• Campaign: The name of the campaign you are working in.
• AdGroup: The name of the ad group you are working in.

This page contains 2 sections: the “Target Pages” section and the “New Content” section.

• Target Pages: MCs will put the URLs of target pages into this section and will track their SEO progress on the right (from “Stage 0.5 – Stage 6”).

• • When an MC assigns you a task on this tab, they will say something along the lines of “Complete steps 1 and 2 for the first 5 target pages”. Each time you complete a section, check the box to indicate that it has been completed. Make sure to log your work in the “Log – SEO Work” tab.

• New Content: MCs will add the URLs for new content (such as blog posts) here. SEO Progress will be tracked on the right (from “Stage 0.5 – Stage 6”).

MCs will add pages here and track their progress using the “Stages” sections on the right. This tab works the same as the “Target & New Content” tab. The only difference is that these are not “target pages” or “new content”.

Once pages in the “Cycle Pages” tab are completely optimized, they will be moved to the “Maintenance” tab. These pages should be revisited every 6 months or so, tracked in the “Periodic SEO” section of the “Client Info” tab.