Search Engine Optimization (SEO) for your website

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Finalize your document in a way that speaks to your organization’s hot buttons.

Possible optional sections are listed here:

• “Positive Findings” for the organization that likes to see the glass as half full

• “Highlights of Competitive Analysis” for a boss who focuses on what the other

guy’s doing

• Charts of relative keyword popularity, relevance, and competition for a visually

oriented team

• Team planning: who will do what, for organizations with a lot of concern about

staffing and labor management

Friday: Quick Reference

You spent three weeks researching and analyzing data about keywords, your competi-

tion, your site performance, and optimization, not to mention your business goals and

conversions from Chapter 1. But you want others to be able to “get it” in a 5-minute

read (or, let’s be realistic, a 2-minute skim). A Quick Reference should do the trick.

Build your Quick Reference with the following:

What is this SEO campaign trying to accomplish?

You may wish to copy and paste

your Conversions table, including desired conversions and target audiences, from the

Goals Worksheet you completed in Chapter 1.

What are the top keywords and landing pages?

List your top keywords and the land-

ing pages that you finalized in Week 1. We recommend that you break the keywords

and landing pages into two separate lists for ease of reading.

Who are our top competitors?

Copy the names of your Big Five competitors from your

Competition Worksheet. Use your judgment to characterize the search engine competi-

tion as a whole on a scale of Not Competitive to Very Competitive.

What is our current site visibility and performance?

Rate the overall level of your site’s

current status on search engines and conversion performance: Poor, Fair, Good, Very

Good, or Excellent. If you’re finding mostly negative information in your links and sta-

tus assessments, lots of red flags, and an unsatisfactory conversion rate, you’re proba-

bly in the Poor slot. To get an Excellent grade, your site would need to have top page

results for most or all of its target keywords, a lot of high-quality inbound links, a con-

version level that you’re happy with, and very few or no red flags.

Now:

Add the personalizing touches to your Baseline Monthly Report.

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