January 25, 2024

Why is Setup So Important For an SEO Campaign?

SEO setup is a fundamental part of SEO campaign management. But, it isn’t something that all agencies will do, despite its importance. In this article, we’ll dive into what campaign setup looks like, and how it will make working with an agency a much smoother process. Let’s start by answering the most important question first, what is actually included in an SEO setup month?

An SEO setup month happens right at the beginning of a campaign and usually includes:

Read on to learn more about SEO setup, how long it takes, and the tasks included within a typical setup month at Wildcat Digital.

What is SEO Setup?

‘SEO setup’ is a month-long process that takes place before the start of a search engine optimisation campaign. It is most commonly used when you work with an SEO or digital agency and is less common with business owners or in-house marketers when dipping their toes into website optimisation.

Why is SEO Setup So Important?

That being said, SEO setup is the foundation for successful SEO campaign management and should be done by everyone before starting SEO. Not only does it ensure that metrics are tracked correctly, but each audit will act as a benchmark against future results.

SEO setup tasks usually include setting up the relevant accounts (such as GA4 or Google Search Console), conversion tracking, as well as content and technical audits, to name a few. Find out more below.

What is Included in SEO Setup?

SEO campaign setup covers a number of tasks, some of which differ between agencies. At a minimum, your SEO setup should include:

Accessing & Setting Up Accounts

Setting up different tools and gaining access to accounts is one of the most important steps during SEO setup. After all, if we don’t have access to anything, how can we make and track changes? Setting up GA4 (Google Analytics 4), GSC (Google Search Console), and GTM (Google Tag Manager) is important in SEO for various reasons. Each tool allows us to view different data sets, as well as add additional tracking. 

Of course, we’ll need access to your website’s backend as this allows for the upload of content and technical fixes. Accounts that your agency will need access to before your SEO campaign commences include but are not limited to;

Conversion Tracking

When conducting an SEO campaign, it is important to measure your results. Some marketers might stop at Google Analytics, however, this alone doesn’t allow you to track key events and interactions made on your website. Tracking conversion events helps to measure the effectiveness of optimisations, making it easier for you to calculate ROI. Using a combination of Google Analytics and Google Tag Manager, we’ll track conversion events like:

Find out more about conversion and event tracking in this helpful blog: GA4 Glossary of Terms: The Basic Terminology.

Kick-Off Meeting

By now, you would have already had your initial SEO consultation and proposal, and findings from these would have already been shared with your account manager. A kick-off meeting is then arranged. 

Your input is required during this meeting. You’ll be formally introduced to your account manager, as well as any other team members working on your campaign. Next, your account manager will ask various questions to gain a better understanding of how your business works, your goals for SEO, and any relevant targets/KPIs that we need to work towards. We’ll also outline what you can expect from us over the coming weeks.

Technical Site Audit

In order to plan how your SEO campaign strategy will look, we first need to assess where your website currently stands. This starts with a technical analysis. 

During a technical site audit, our team will look at 13 key areas of your website:

From here, we’ll draw up a list of high, medium, and low-priority tasks to complete to improve your website’s technical performance. This will be added to your strategy document. 

To learn more about how we audit a website for technical errors, and how this plays a part in your overall SEO strategy, read this helpful article from our team: What is a Technical SEO Audit and Why is it Important?

Content Audit

Next, we’ll take an in-depth look at your website’s content. A content audit should be completed at the start of the campaign as this not only provides you with high-priority changes to make but also acts as a benchmark that you can use to measure progress in the future. A content audit looks at: 

As with the technical audit, high-priority tasks that come from this audit will be added to your SEO campaign strategy document.

We look at several different elements when auditing a website’s content. Find out more in one of our recent blogs: What Should be Included in a Content Audit?

E-E-A-T Audit

Having good E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is key if you want to rank highly on Google, but is of paramount importance if you want to rank within the YMYL niche. The YMYL (your money, your life) niche includes businesses like healthcare providers, financial services, and e-commerce sites.

To ensure that you’re demonstrating E-E-A-T on your website, we’ll review:

Any immediate tasks that need to be completed to help your website rank will be added to your strategy document alongside the findings from the technical and content audit.

If you’re keen to learn more about E-E-A-T and how Google uses these guidelines to rank content, read these blogs: What is E-A-T in SEO and Why is it Important? and How Do I Create E-E-A-T Content?

Keyword Research & Mapping

After discussing your key business goals and priorities, our team will conduct initial keyword research using tools like Semrush, Moz, and Google Search Console. We’ll then work with you to identify the best opportunities to target. In short, the keyword research and mapping process looks like this:

This will form the core of your SEO campaign plan. Find out how keyword research and mapping fits into your overall strategy by reading one of our helpful blogs: How Does the SEO Content Process Work?

Campaign Strategy Document & 3-Month Roadmap

Last but not least, your SEO campaign setup will include the creation of an in-depth strategy document, and from there, a 3-month plan for our team to implement. We’ll combine keyword data with findings from your three website audits to identify the quickest wins so that you can see the biggest impact on your investment within the shortest time frame possible. Our SEO strategies are:

Why is Setup So Important For an SEO Campaign?

Award-Winning SEO Campaign Management From Wildcat Digital

If you’re looking for an award-winning agency to handle all aspects of your SEO campaign, choose Wildcat Digital. You’ll get to work with a team of specialists who’ll guide you through SEO setup, technical and content implementation, monitoring results, and everything in between.

Get started by booking a free consultation with our SEO team via phone, email, or by completing our contact form. We’ll aim to get back to you straight away.

Post by

Jasmine Savery

Will Hitchmough


Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.

Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.

Chloe Robinson

Content Strategist Team Lead

With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.

Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.

Paul Pennington

SEO Account Director

Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.

Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.

Nadea van der Merwe

Head of Operations

Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business. 

Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.

Molly Sturgeon

SEO Account Manager

With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management. 

In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.

Libby Oldale

Senior PPC Account Manager

Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.

Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.

Jasmine Savery

SEO Team Leader

Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.

In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.

Braden Godley

Senior PPC Executive

Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat. 

Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.

Jon Herdman

SEO Executive

After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online. 

Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music. 

Rachel Davies

SEO Executive

Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side. 

Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.

Carl Atterbury

PPC Team Leader

Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.

In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.

Dariusz Baczyk

Team Lead & Technical SEO Account Manager

With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.

In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.

Jamie Stowe

SEO Account Manager

With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!

In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.

Andy Blanchard

SEO Executive

Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management. 

Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.

Siena Russell

Client Success Coordinator

Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond. 

Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.

Thea Chapman

Senior SEO Executive

Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go. 

Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening. 

Tom Brookes

PPC Executive

Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media. 

Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.

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