Search Engine Optimization (SEO) for your website

forms asking the right questions?) Give each feature that you find a ranking of Excel-

lent, Good, Fair, or Poor. Obviously this isn’t going to be a scientific process—just

make your best estimate.

Jason and Elizabeth’s checklists might look something like Tables 1.3 and 1.4:

Tab le 1.3

Ratings for Babyfuzzkin Features

Online purchasing/donation

Excellent

Product and service information

Good

A strong brand identity

Good

Instructions for making contact offline or via e-mail Good

Tab le 1.4

Ratings for ElderPets Features

Corporate history, news, and press releases

Excellent

Executive biographies

Excellent

Online purchasing/donation

Future Goal

Educational materials

Good

Online request for information (RFI) forms

Good

How Is My Website Connecting with the Goals of My Business?

Take a look at what you’ve written on your Goals Worksheet. Is there a disconnect

between your business goals and your current website? Is your website focused on cor-

porate info or, worse yet, executive bios instead of your business goals? Or does the

website provide only content geared toward supporting existing clients when the pri-

mary business goal is to gain new clients?

Jason at Babyfuzzkin is in good shape: The business goals and website goals are

in alignment, with an Excellent rating on the top business priority. Since the business

goal includes not only sales but also a strong push toward future deals, the SEO cam-

paign will need to support both.

Now:

Take a moment to write down any disconnects you’ve identified in “Connecting Goals”on your

Goals Worksheet.

Now:

On your Goals Worksheet, check off the boxes in “Website Features” that apply to your current site,

making sure to note any features you hope to add in the future. Add your assessment in the rating column.

c01. 7:56 8