Leta SEO Content Strategy

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Leta SEO Content Strategy

Leta's SEO Content Strategy

Summary

Welcome to your SEO Content Strategy!

This document is a combination of all the work we’ve done together over the last 6 weeks.

It will take you through the steps required to position Leta in front of your ideal customers across search engines.

Following these steps will lead to greater market share, better ROI on marketing, improved conversions, easier sales, more sustainable growth, and better revenues. It will also position you as leaders in your space and the most innovative company in the African logistics industry.

Finally, while SEO and organic search marketing has been the focus of our work together, you can use the insights and data in this strategy to refine your messaging, language, and customer targeting across every channel (i.e., email, social, and PPC).

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Strategy At A Glance

Here’s a super-quick summary of the

SEO Strategy Roadmap⁠

Phase 1 - Foundations (1-3 months):

Build a search-optimized website with proper structure, on-page SEO, local SEO elements, and focus on user experience

Plan a 12-month content calendar with 2-4 new pages/blog posts per month, categorized by themes relevant to Leta's business

Set up analytics tracking, conversion goals, and establish KPIs to measure success

Phase 2 - Growth (3-4 month sprints):

Implement local SEO tactics like Google Business Profile optimization, local keyword targeting, and local link building

Execute off-page SEO activities like strategic link building, digital PR campaigns, and directory registrations

Consistently create and distribute high-quality, search-optimized content across formats like blog posts and landing pages

Phase 3 - Optimization and Evolution (Ongoing):

Monitor performance metrics, analyze data, and conduct competitive analysis

Iterate and update SEO strategies, content themes, and distribution tactics based on insights

Make strategic pivots as needed to align with emerging trends and customer needs

Expected Results:

1-3 months: Slight ranking fluctuations, minimal traffic impact

3-6 months: Improved rankings for less competitive keywords, growing organic traffic

6-9 months: Noticeable traffic and ranking increases, better engagement

9-12 months: Solid organic traffic growth, broad keyword visibility, higher conversions

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Navigating This Coda Doc

In the video below, I’ll take you on a tour of this Coda doc and how to use it for best results. 👇

(Note: The doc has been updated since recording, so some pages will be different)

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Your SEO Content Strategy document is divided into 4 key pillars. If you’re on desktop you can see them in the column to the left. If you’re on mobile, they’re at the bottom of the screen.

Here’s a quick explanation of each:

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Content Strategy⁠

– Summary of our content strategy workshop and key takeaways related to SEO.

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Website Overview and Metrics⁠

– Breakdown of the current website’s search presence and performance, Google Analytics findings, technical audit and checklist, and key takeaways.

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Keyword Research⁠

– Brief introduction to our methodology and findings, including the complete keyword research, via Google Sheets.

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SEO Strategy Roadmap –⁠

Instructions for implementing your SEO strategy, based on insights from the research and workshop, divided into 3 phases. Includes potential metrics, KPIs, and tools.

Each pillar is semi-independent and can be tackled separately to improve your SEO and organic content performance.

However, they compliment one another and contribute to a holistic approach as outlined in the final pillar,

SEO Strategy Roadmap.⁠

So, while you need to decide the priority of tasks based on short term goals, budget, and resources, don’t completely ignore any pillar in the long term.

Each one plays a role, and doing so could handicap your overall results.

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Implementing Your Strategy

Your SEO Content Strategy lays the foundation for long-term, sustainable organic growth as a key marketing channel for Leta.

I’ve designed it so you have total independence in how you implement the strategy.

I suggest three paths:

Take the work inhouse – Any team member with basic SEO and web development experience should be able to implement most of the steps outlined throughout. However, some will be more advanced, and you may need to hire a dedicated SEO, either full time or contract.

Assign to an agency – Any marketing agency should understand the research and instructions provided, and adapt it to their workflows and deliverables. This will save you going through another round of strategy work on a future contract.

Extend our partnership – For the best results, I’m available to assist you directly in implementing the strategy and monitoring performance. However, this is not a sales document, so I will not push you in this direction. We can discuss options for a longer engagement after the handover call.

Whichever path you take, I’m confident the document you’re reading will propel you ahead of your competition across Africa and position you as the #1 logistics operator on the continent.

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