Search Engine Optimization (SEO) for your website

would love to get out of the direct fulfillment of orders and instead secure some con-

tracts with big-name brick-and-mortar vendors.

In the case of Elizabeth, a marketing director at ElderPets, we have a different

situation. ElderPets is a nonprofit organization that provides meals, walks, and veteri-

nary care assistance to animals belonging to elderly and infirm owners. The company

relies on financial contributions and volunteers to fulfill its mission. At ElderPets their

fantasy is to decrease the time and effort spent on fundraising activities such as silent

auctions and community dog washes and begin attracting more contributions online,

which would in turn allow them to help more pets in need. In addition, they are con-

stantly looking for more volunteers.

Though Jason and Elizabeth have different goals in regard to their respective

websites, we have an exercise they can both perform to get the most out of their planned

SEO. We’ve created a Goals Worksheet to guide clients like Jason and Elizabeth, and

you can use it as you consider the questions in this chapter. You can download the Goals

Worksheet at our companion website,

www.yourseoplan.com

. At key points throughout

this chapter, we’ll ask you to stop, reflect on your own business, and write down your

own vital statistics. Once you’ve worked through the questions, you’ll have a strong

vision of the “why” of your SEO campaign—and you’ll be ready to move on to the

“what” and “how” in Parts II and III.

Now take a moment and look at “Business Goals” on your Goals Worksheet.

Tables 1.1 and 1.2 show how Jason of Babyfuzzkin and Elizabeth at ElderPets might

fill out theirs, respectively.

Tab le 1.1

Summary of Business Goals for Babyfuzzkin

Primary Goal

Sell clothes directly to consumers online

Additional Goal

Sign brick-and-mortar contracts

Tab le 1.2

Summary of Business Goals for ElderPets

Primary Goal

Help more animals in need

Additional Goal

Attract more donations

Additional Goal

Attract more volunteers

Now:

Take a few minutes to write down your overall business goals in “Business Goals”on your Goals

Worksheet. Don’t be afraid to indulge in fantasy!

Now:

Download the Goals Worksheet from

www.yourseoplan.com

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