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VPod SEO Plan

SEO Plan Introduction

The Plan is to rebuild SEO traffic and dominate the search terms for 843 Keywords

Those keywords have 26,500 visitors a month, VPod October 1st 2025 had 2 visitors a month.

To dominate those keywords we need to do four things well:

- Focus with the right technical cost effective resource.

- Prioritise well, we cannot rank for 843 keywords in the next year.

- Execute precisely and in a cost effective manner.

- Take a data led approach, using ROI and Cost to Acquire Customers and Cost Per lead as sensible decision factors.

- The Objective(s) are clear:

  • Lower the dependance on PPC channels 

  • Add another productive channel to Partners & Existing customers

  • Add value to the brand company and its value, by building SEO volume that reduces risk.

  • The risk being that anyone with deep pockets can buy PPC volume. 

  • Competitor Peer Set Research

Vision - Fix issues - Dominate SEO ranking positions.

In Q4 2024 Vpod had 670 session a month from 500 SEO visitors.

 

They then Migrated to Vpod.com as a domain losing all but 2 visitors a month.

​

Why The page speed of the new site was poor, rendering in 7 secs to 20 secs on mobile, Google therefore did not rank 54 pages of the 56 the site had.

 

Visitors who were re-directed from the old site abandoned searches. 

 

Those mistakes, both page speed and indexing have now been addressed. 

Cost per Lead SEO
Data Driven Marketing - Indexing to rank
Position we are targeting

Priority 1 

As with Page speeds and indexing, data will inform priorities.

We have imported 1300 competitor keywords into a SERanking portal for Vpod.

The portal enables us to analyse:

  • Keyword volumes and ranking positions 

  • They clearly show the search term volumes for 9 keywords carry 4,500 searches a month.

  • Broad Keywords like Hotel Luggage lockers carry another 4,500 searches a month.

  • So in 9 keyword groups we can target 9,000 visitors a month.

  • Currently we start with one keyword, on Page 3 in 27th position.

  • Our Priority is to target these search terms in volume order.  

    • The data tells us what our content score is (59)​

    • Where we rank (Orange) indicates below competition

    • And with 1 click what we need to do to rank in the top 10 or top 3.

    • The priorities are therefore in volume order Luggage, smart, parcel, delivery, leisure, hostel,asset, event & IT lockers.

    • Volumes for broad match terms will determine priority.

    • The SERanking portal tells use what competition and how hard it is to rank. 

Start Point 

Following:

  • Page Speed fixes 

  • The site gets indexed regularly now 

  • Volumes have already climbed to 13 visitors as all the pages now are indexed. 

  • However we have a long way to go to rebuild that search volume hence the focused approach.

Current Serps
Data Driven Marketing - Indexing to rank

Targetting 

Targeting Traffic is one thing, the more important job is getting that traffic to convert.

Again we look at data.

The Research shows us just for 4 sectors, there are 22 different personas with 66 pain points.

See the Miro mapping board  

A combination of:

Enable us to "size" the resources and expertise required to rank for the target keywords. 

Planning 

The Criteria for Planning is again Data but also experience.

We have therefore mapped the resource costs v alternatives:

An Intern (FTE) costs £27,500 minimum wage 

Powered with briefs from a fractional marketing director they can deploy quality content. ​

 

If you size that content just 4 sectors require 22 personas to have high quality customer journeys on the website.

​

Each persona has 3 or 4 pain points we can address, the more compelling the pain point is addressed, the higher the conversion.

 

The excel below shows:

A sample of the Keywords by intent type, the volume of searches.

We need to add Hostel, Hotel, Luggage.

The individual pages show content scores for pages that exist, outline designs for a brief adding to the miro board work. ​

​

Metrics 2026 shows the heavy lifting year.

  • An investment year that will produce leads however not till H2 2026, if we hire an FTE in December for a January 1st start.​

  • FTE cost £27,500, £2200 a month, or £110 a day based on 200 days a year nett of holidays.

  • SH is the Fractional Marketing Director costs for 12 months to manage & coach the intern, prepare the content briefs, manage execution & measure effectiveness.

  • Combined the forecast is 125 leads costing £671 a lead.

  • In 2027 with the full year benefit of pages already ranking the lifting is lighter, with 360 leads and a cost per lead of £62.50.

  • Combining both years gives a £219.38 cost, significantly less than the PPC cost per lead at £317.

  • Hence why SEO is advised be it a longer term strategy.

  • In the second year the FTE can drive Partner work as the load on his/her time is 50%.    

Cost per lead calcs
Cost per lead calcs

Resourcing 

The full outline plan is here, assumptions are:

The FTE is a higher cost 19 yr old intern @ £27,500.

The Fractional Marketing Director (FMD) costs:-

£500 a day when fixing & planning

£600 a day when building resources & tuning PPC

£750 a day come April when results are showing (ppc) & Partner  Than the day(s) input drops for the FMD as:

  • PPC input lowers and we hit MotoGP 2025 performance

  • SEO coaching needs drop in year H2 2026,  2027.

  • Partner the portal & assets are built

The contract with the FMD is 6 months, rolling frwd 3 months, every 90 days. IE Jan 1st Quarter 2, 2026 is confirmed.

 

All planning is based on data, and will be updated as testing data arrives.  

Cost Per Lead 

The 8 month PPC campaign cost per lead was £7,500 a lead, for 4 leads. 

That was a cost per deal of £30,000 assuming 25% conversion from lead to deal.

The average deal size is £35,000 gross margin 50%, so this lead & deal cost unsustainable. 

The PPC cost per lead £317 Year 1 assuming we relax PPC H2 2026.

Year 1 SEO £652, dropping to £62.50 - 2027 - the average £214.43  

The saving of 1/3 cost per lead and the de-risking of:

  • A reliance on PPC (where deep pockets dominate).

  • Existing customer lead & Partner lead reliance are key.

  • Existing customers as that is finite.

  • Partners as they want a margin far greater than the cost per lead

  • The balance being partners bring bigger leads & higher conversion. 

  • SEO asset building costs as these are used on PPC (value Trade Assets) and Partners (for customer pain points)   

The Lead generation assumptions have been modelled on TESTED pages and industry benchmarks.

PPC starting at 6% CTR (click thru rate) and 4% conversion.

- the higher value trade assets & nurture campaigns should exceed 4%, so they are an investment in upside in case we have sub optimal Q1 delivery will testing new PPC pages.

 

Reduction in SEO cost per lead
Worker with Ladder

Summary

SEO Plan

​

Make the Economics desirable £64 per lead.

Dilutes dependance on Existing customers or Partners.

Is the lowest cost route in 2027.

Worth investing in to reach.

Adds value to the domain & business.

Reduces exposure to high PPC costs.

Reduces risk of "deep pockets" damaging budget performance.

Is being built by a data rather than activity focused resource.

That resource has no opinion, only what the data advises.

Full Multi-channel plan 2026/7 here 

Persona Work

We will Reuse the Persona Planning work for Landing Pages Here 

PPC Refined Keywords File

  • Contains Master Keyword list, ranking, search volume, competition​

  • Useful reference doc when spinning content 

We will build content based on a pull strategy: ​

  • Placing content where folk learn

(peers groups, forums, linkedIn, Google, AI)​

  • Those Suspects will then follow the "education trail into our pipeline funnel"

  • As they follow the trail they will kick of "markers" which will:

    • Identify their persona based on content they read (tracked)

    • Identify their journey stage

      • Awareness 

      • Consider 

      • Convert 

  • We will build assets to get then to part with emails, not forms, download here, will have want a pdf emailed? ​

  • Each Trigger event will build their profile

  • Around each profile will be a workflow (HubSpot) that educates them via a nurture campaign.

  • That data / journey / nurture workflows will be built by a data scientist  

All Assets we create will be used to cross fertilise: ​

- PPC campaigns 

- Partner Campaigns

- Sales Assets

customer-journey-map
Lead Nurturing With HubSpot How to Craft a Killer B2B Campaign Using Workflows [Part 2].we
Infographic-Buyers-Journey
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