Search Engine Optimization (SEO) for your website

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Inbound Links

First, write the basic facts: “The total number of inbound links recorded on MSN for

our top 10 landing pages is 537. This number is an estimate provided by the search

engine, not a definite number.”

Next, some analysis is needed. There are several approaches you can take:

•

The quality of the links:

“We have several vendor sites linking to our ‘factory

locations’ page.”

•

The quantity of links, compared to your competitors’ links:

“Our home page has

fewer than half the inbound links compared to Competitor X.”

•

The quantity of links, compared among your pages:

“Our home page has

approximately 500 inbound links, but our other landing pages have, on average,

fewer than 15.”

In Part III, your assignments will include the pursuit of quality inbound links.

Let your readers know it: “To improve the number of inbound links, this SEO cam-

paign will include a link-building campaign.”

Wednesday: Conversions and Red Flags

Here are two headlines that are going to attract the attention of the people reading

your report: Conversions and Red Flags. Make sure you give them what they want to

see today.

Conversions

Start with the data you were able to gather about current conversions, whether specific

(“Our Sales Director logged 82 confirmed leads from our website last month”) or

vague (“We received $7,000 in donations last month, but it is unclear what role the

website played in this”).

Most likely, someone out there is not happy with your current conversion level

or you wouldn’t be reading this book. Be sure to include the goals and hopes of the

powers that be: “Increasing sales of the new Soap Gift Baskets will be the focus of this

campaign” or “We hope to improve our conversion rate (currently only 0.5 percent) by

bringing in more targeted traffic.” Stating this in writing shows that you’re aware of

what’s important for your organization. If you’re feeling the urge to include an estimate

of how many new conversions your SEO campaign will bring in, feel free to do your

best, but read our sidebar on reasonable expectations first!

Now:

Complete the “Site Visibility” portion of your Baseline Monthly Report.

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