Leta SEO Content Strategy

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Leta SEO Content Strategy

SEO Strategy Roadmap

This section will combine all the research and data we’ve collected so far, and use it to create an actionable plan. If you haven’t already, please read the other sections of the strategy. They provide necessary context for the next steps.

You’re now ready to implement your SEO Content Strategy.

Implementation is divided into 3 phases, tailored to Leta’s new website build, short term goals, and the best approach to SEO based on our research so far.

Here’s a quick preview of each phase:

Phase 1, Foundations: Establish a search-optimized foundation for Leta’s website and content, crafting a detailed content strategy and setting up analytics for ongoing performance tracking.

Phase 2, Growth: Grow your digital presence through local SEO and off-page SEO tactics like digital PR and link building. Ramp up content production to engage your customers more deeply and direct them into your sales funnel.

Phase 3, Optimization and Evolution: Continuous optimization and evolution of your SEO and content efforts, leveraging data to iterate and update strategies for sustained growth.

I have allowed for 12 months to complete all Phases. But, you can do it in shorter time, too, if you have the budget and resources.

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Your Best Investment Will Be Localised SEO

Based on our research, building a website, publishing content (including blog content, landing, and product pages), and investing in SEO focused on local keywords in your target countries is the best approach.

The most valuable search terms in the

Keyword Research⁠

suggest potential customers looking for logistics and similar services in their local area. Examples:

“logistics company”

“delivery company”

“fmcg companies in kenya”

“dispatch rider near me”

Localising your SEO and content will also make it easier to compete for more competitive, non-local search terms like “logistics” or “inventory management” because search engines will tag your overall content as more relevant to your target customers than bigger, international websites (i.e., Onfleet or Jungleworks).

What About a Blog?

While a blog will boost your online presence and generate traffic, it will be low volume and take 3-6 months to generate results. I would focus on local SEO, as outlined in this strategy, complimented by Nick’s LinkedIn promotion and a minimal investment in blog content (2-4 blog posts per month, ~1,500 words each max).

The money you save not over-investing in a blog can be directed to a dedicated SEO team member or contractor to provide ongoing optimization, reporting, and strategic direction.

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Phase 1 – Foundations

The initial phase focuses on laying a solid foundation for your digital presence and establishing a robust framework for content creation and analysis.

This phase is ensures all subsequent efforts are built on a strong, search-optimized foundation and are guided by a clear, data-driven strategy.

Timeline: 1-3 months

1. Create a Search-Optimized Website

Objective: Develop a website fully optimized for search engines, ensuring that it is easily discoverable by your target audience and ranks well for relevant queries.

Actions:

Website Structure: Use the “Potential Sitemap” in the

Keyword Research⁠

to plan the core and support pages. Assign every appropriate page a relevant keyword (i.e., “courier service”, “ecommerce delivery management”, etc.). Use the keyword research to identify BoFU, high intent keywords with significant traffic (100+ searches a month).

I also recommend using a tool like

LucidChart⁠

to create a visual sitemap that shows your website structure and helps you understand it better.

New Website Checklist: Use this as a guide to ensure the new Leta website meets the most crucial technical SEO and user experience standards, ensuring you won’t be penalised or downranked due to website quality issues.

On-Page SEO: Ensure every page and blog post follows SEO best practices before publication. Include optimized titles, meta descriptions, headers, content, page schemas, and other elements.

Local SEO: Include information about your local offices and teams in each country, demonstrating your “on-the-ground” presence. Plan landing pages and blog content focused on logistics in individual countries.

User Experience (UX): Ensure the website offers a seamless user experience, with intuitive navigation, fast loading times, and mobile optimization.

2. Plan Your Content Strategy

Objective: Plan a 12-month content calendar for your website. Ensure every page serves a purpose and aligns with Leta’s business goals, addresses the needs and interests of your target customer, and is optimized for search, engagement, and conversions.

Divide content into “Types”, as outlined in the keyword research (i.e, blog post, landing page, etc.).

Actions:

Blog Content Categories: Define 4-6 content categories that represent the core themes or topics you’ll write about. Ensure they resonate with Leta's value proposition and audience interests. Every blog post should contribute to the company’s growth in some way.

Content Calendar: Schedule the production of all content on a quarterly or 6-month timeline. Aim for 2-4 new pages and/or blog posts per month. Consistency will be more important than quantity.

Content Distribution: Decide how you will share your website across marketing channels such as email and LinkedIn, and how it will be adapted for each channel.

3. Analytics and Reporting

Objective: Establish a comprehensive system for tracking, analyzing, and reporting on the performance of the website and content, enabling ongoing optimization and informed decision-making.

Actions:

Analytics Setup: Ensure Google Analytics 4 is updated to track conversions on the new website, as the current tracking model may not convert to a new layout. Use the

SEO Tools⁠

to monitor SEO performance closely.

KPIs: Define key performance indicators (KPIs) that to measure the success of all SEO and content efforts, including organic traffic, keyword rankings, conversion rates, and engagement metrics. I have suggested some KPIs further down.

Reporting: Develop a regular reporting schedule to review performance against KPIs, providing insights and recommendations for adjustments to the strategy as needed. Monthly reporting is best, but quarterly reporting will provide basic guidance.

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Phase 2 – Growth

In Phase 2, the focus shifts towards expanding your digital footprint and engaging with your target audience more deeply. This phase builds on Phase 1, to increase visibility, establish authority, and drive targeted traffic through strategic local SEO, off-page SEO, and consistent content production.

Phase 2 is an ongoing process, as you’ll be producing content and updating the website regularly. I suggest planning Phase 2 in 3-4 month sprints. This makes scheduling and prioritising various actions easier, along with budgets and resource investments.

Timeline: 3-4 month sprints

1. Local SEO

Objective: Enhance Leta's visibility in local search results related to logistics in your target countries, making it easier for local customers to discover and interact with your business.

Actions:

Create a Google Business Profile: Set up and optimize a Google Business Profile for Leta. Ensure all information is accurate, comprehensive, and up-to-date. This includes business hours, contact information, and a description of your services. Add an address for offices in every country you operate in. Only include addresses in Africa (not the US).

Local Keyword Optimization: Incorporate local keywords into your website's content, meta tags, and the Google Business Profile to improve local search rankings. Use the

Keyword Research⁠

to identify the best local keywords.

Local Link Building: Engage in local link-building efforts to increase local search authority. This can involve partnerships with local businesses, interviews, and press releases – all including links back to Leta’s website.

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Leta's search presence, currently. Your results may vary slightly due to location and other factors.

Leta's search presence, currently. Your results may vary slightly due to location and other factors.

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GIG Logistic's search presence, boosted by Google Business Profile and local SEO

GIG Logistic's search presence, boosted by Google Business Profile and local SEO

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2. Off-Page SEO

Objective: Build Leta's domain authority and improve search rankings through “off-page SEO” tactics, including digital PR, link building, and directory registrations.

This will accelerate all other SEO investments, by demonstrating to search engines that you’re a legitimate business and an authority in the African logistics industry. Doing so will allow you to compete with bigger competitors for high-value keywords.

Actions:

Strategic Link Building: Implement a targeted link-building strategy focused on acquiring backlinks from websites relevant to the African logistics and tech industries. Techniques can include content marketing, guest blogging, partnership collaborations, digital PR and directory registration.

Digital PR: Launch digital PR campaigns to generate buzz and earn high-quality backlinks from reputable sites in technology, logistics, and local news. This could involve press releases, guest articles, and interviews with Leta's leadership.

Directory Registration: Register Leta on relevant online business directories and industry-specific portals to improve visibility and backlink quality. Ensure consistency in business information across all platforms. Use competitor backlink reviews to identify the best directories and reach out for inclusion.

3. Content Publication

Objective: Consistently produce high-quality, search-optimized content that engages Leta's target customers, supports your business goals, and establishes Leta as a thought leader in logistics.

Actions:

Content Creation: Based on the content calendar developed in Phase 1, produce a steady stream of content across chosen formats (e.g., blog posts, landing pages, etc), ensuring each piece is optimized for search engines and user engagement (i.e., on-page SEO, including calls to action and lead magnets, etc.).

Content Distribution: Plan distribution for each piece of content, including Leta's website, social media platforms, email newsletters, and industry forums, to maximize reach and engagement.

Content Refresh: Regularly review and update existing content to keep it relevant, accurate, and SEO-friendly, ensuring you continue to rank well for targeted keywords.

Adapt the content strategy based on how content performs, and use SEO monitoring tools to identify opportunities for updates (i.e., content that is ranking on page 2 of Google that can be updated for a quick boost; an approach that’s not produces adequate results and needs to be paused).

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Phase 3 - Optimization and Evolution

Phase 3 centers on the critical processes of monitoring, analysis, iterating, and updating your SEO, content, and general marketing efforts.

Doing so ensures your SEO Content Strategy remains dynamic, responsive to changes in search algorithms, audience behavior, and industry trends. You’ll be able to fine-tune efforts based on data and learning from what works (and what doesn't) – continuously improving SEO and content performance.

Timeline: Ongoing; monthly or quarterly reviews

1. Monitoring and Analysis

Objective: Establish a framework for tracking the performance of SEO and content initiatives, to identify successes, opportunities, and areas for improvement early.

Actions:

Performance Tracking: Use the tools listed below to monitor key metrics, including traffic, rankings, engagement, conversions, and revenue generated.

Advanced Performance Tracking: Once you have enough content, backlinks, and marketing activities occurring simultaneously, you need to dig deeper to identify trends and opportunities across every page and channel. This will require advanced understanding of SEO reporting and digital marketing data.

Competitive Analysis: Regularly analyze competitors' strategies and performance to identify new opportunities, threats, and trends. Adjust your strategy to stay ahead and differentiate.

Customer Feedback: Gather and analyze feedback from your customers through surveys, social media interactions, support tickets, and interviews to understand their evolving needs and preferences, and to find opportunities for innovative content and marketing strategies.

2. Iterating and Updating

Objective: Leverage insights gained from ongoing monitoring and analysis to ensure Leta's digital presence remains optimized for search, relevant to your customers, and competitive in your industry.

Actions:

SEO Adjustments: Based on performance data, refine your SEO tactics. This could involve tweaking keyword strategies, enhancing on-page SEO elements, or revising technical SEO implementations to improve site performance and user experience.

Strategic Pivots: Be prepared to make strategic pivots based on comprehensive analysis and emerging trends. This could mean exploring new content themes, targeting different keywords, or adjusting your content distribution strategy to better meet your audience's needs and maximize SEO performance.

Monitor for Errors: Watch out for penalties, downranking, drops in traffic, and other issues that may arise from changes to search engine algorithms, customer behavior, or technical errors on the website.

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Timeline for Results

1-3 Months

Activities: Website build and optimization, Google Analytics customisation, content strategy planning and initial production.

Expected Outcomes: During this period, you may see slight fluctuations in rankings as search engines begin to index changes and additional pages of content. However, significant increases in organic traffic or rankings are uncommon in this early stage.

3-6 Months

Activities: Continued content production, ramping up local SEO efforts, expanding off-page SEO activities, and beginning to see the impact of link-building efforts.

Expected Outcomes: By the end of this period, you should start seeing improvements in keyword rankings, particularly for less competitive keywords. Organic traffic will begin to grow, and you may notice an increase in engagement metrics.

6-9 Months

Activities: Ongoing content creation, optimization based on analytics insights, and refinement of SEO strategies.

Expected Outcomes: This period often marks a more noticeable increase in organic traffic and rankings, including some competitive keywords. You'll also see better engagement rates and lower bounce rates as content and user experience improve.

9-12 Months

Activities: Continued content optimization, strategic adjustments based on performance data, exploring new content formats and distribution channels, and solidifying your presence in competitive keyword areas.

Expected Outcomes: By the end of the first year, you should expect a solid increase in organic traffic, improved rankings for a broader set of keywords, and higher conversion rates. This period sets the stage for scaling SEO efforts and exploring new opportunities for growth.

However, these results are dependent on consistent investment throughout the first year.

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TLDR

Your SEO strategy summed up:

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

Your Best Investment Will Be Localised SEO

What About a Blog?

Phase 1 – Foundations

1. Create a Search-Optimized Website

2. Plan Your Content Strategy

3. Analytics and Reporting

Phase 2 – Growth

1. Local SEO

2. Off-Page SEO

3. Content Publication

Phase 3 - Optimization and Evolution

1. Monitoring and Analysis

2. Iterating and Updating

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