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E-Marketing Performance Blog

Schedule of Services (Redux)

Early last month I posted our company’s 12-month SEO schedule as it pertains to our client campaigns. This is the information that goes into our proposals so the client has an understanding of what to expect. Just recently we have updated that schedule in a way to make things a bit more immediate for our clients and allows for less downtime.

That previous post I offered quite a bit of information so I won’t repeat that here but I will add some notes as to what changed and why.


A full site architectural and usability analysis report will be provided to the client three weeks after contract signing. This report will include site change recommendations. These recommendations will be divided into three distinct sections:

  • Necessary: These items will need to be implemented immediately in order for PPM to be able to do their job marketing your site effectively.
  • Recommended: These changes should be implemented as soon as possible to ensure minimal hindrances of the marketing campaign.
  • Suggested: These suggestions won’t need immediate implementation and can be done in the future as time allows but are recommended to ensure optimal performance of the marketing campaign.

First, we have broken the first three month block into single months. This allows us to get reports to the client in a more timely manner rather than waiting until they are all complete. This first report is crucial because it will outline changes that are necessary in order for us to be effective in the optimization. These changes will largely consist of architectural and usability stuff in order to make the site more search engine and user friendly.


As necessary site architectural and usability changes are being implemented, PPM will begin researching and selecting targeted keyword phrases. Client involvement during this period is pretty heavy. The keyword analysis, once complete, will provide the framework for scheduled rollouts for the remainder of the year.


PPM will prepare a USP (Unique Selling Proposition), Branding and Reputation report for the client. This report will address needs and recommendations to ensure client’s website can provide a unique and distinctive and positive voice within the web community.

During this time a Competitive Arena Analysis will be performed. This analysis will pull from the keyword research and will provide a look at the competitive landscape. PPM to provide client with a summary of findings as well as working guideline for success.


Optimization of first page (usually the home page) will begin on the first day of the fourth month. Additional page rollouts will be performed on the schedule set by the client. PPM will also begin all other forms of marketing, including alternative marketing, link marketing, conversion analysis, reputation management, etc.

One of the key changes we made is to change viral/buzz marketing to “Alternative Marketing”. This is kind of an every-thing-is-on-the-table idea. We have a person in our office dedicated to finding alternative forms of marketing which can include, video/audio presentations, viral marketing, article marketing, PPC marketing, tool/widget development, etc. We come up with the ideas, the client approves or rejects the idea and then we determine what additional costs will be involved and then we see it through to completion and generating exposure for it.

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

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