Search Engine Optimization (SEO) for your website

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Am I overcrowding a landing page?

For best optimization, each landing page can

accommodate only a small number of search terms (one to three is a good rule of

thumb). If you’re noticing that you entered the same landing page over and over again

for many of your terms, you should ask yourself whether this is a problem with your

site (i.e., whether you have too many different topics on one page), whether you can

drop some of the extra terms, or if you just need to use your noodle to identify some

additional landing pages.

Will my colleagues agree?

It’s important that others in your organization feel

comfortable—or better yet, enthusiastic—about your top keywords. Enlist the help

of your colleagues if you can! Send out your list for review, or arrange a meeting

with members of your team who hold an interest: writers, content creators, market-

ing managers, executives, and so on. With all the data you’ve gathered and the deep

thinking you’ve put into your keyword choices this week, you’re in great shape to

sell your favorites to your team.

Pat yourself on the back. You’ve just gotten through the most important, and

perhaps the hardest, week in the whole book!

Week 2: Baseline Assessment

Suppose you went on a diet but you forgot to weigh yourself at the beginning of it. A

week of exercise and green leafy vegetables later, you step on a scale and it reads 163

lbs. Is it great news or a great disappointment? You’ll never know because you didn’t

establish your baseline. This week, you’ll take care of the initial assessment for your

SEO campaign so you’ll always know whether it’s time for a celebratory ice cream

sundae.

Here are your daily task assignments:

Monday:

Conversions

Tuesday:

Ranks

Wednesday:

Indexed Pages

Thursday:

Inbound Links

Friday:

Site Assessment

Now:

Select your top 10 or so keywords, and then copy and paste them at the top of your Keywords Work-

sheet under Top Keywords.

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