Search Engine Optimization (SEO) for your website

275

tack? Or were you reassured that your PPC campaign is heading in the right direction?

Summarize it briefly.

You’ve identified your Big Five organic search competitors. Have you consid-

ered who your Big Five competitors are in the PPC realm? Although shifting bids and

position-jockeying may make this hard to pin down, you’ve been working on PPC

long enough now that you may be able to list your PPC Big Five in your Quarterly

Report.

Friday: Action Items

Action items are your way of communicating with your team that your SEO effort is

continuing and that you have your priorities in place. Action items can also be a way

to formally request your teammates’ help in your organization’s SEO efforts.

Do You Need a Report Card…for Your Reports?

You’ve lived with your reports for several weeks now. Do you forget them as soon as you finish

them? Are you secretly glad that nobody has popped over to your desk to discuss them? If so, you

need to improve your reporting style.

For Yourself:

Think of your monthly reports as a distillation of the most important elements of

your Task Journal.Your reports should be peppered with items that were resolved or completed

every month, and your action items should contain the Task Journal’s “most wanted” list.

Use your reports to motivate yourself.Sometimes the only way to muster the energy to complete a

less-than-enjoyable task is the satisfaction you get from knocking it off your Action Items list.The

“I can’t stand to see that again” factor is very helpful in your Task Journal.Don’t underestimate the

power of the “I can’t stand for the

team

to see that again!”factor in your report.

If you are finding it very difficult to complete your reports every month due to other monthly obli-

gations, consider taking advantage of SEO’s forgiving timeline and shifting your SEO reporting to

another time of month.

For Those Reading Your Report

Ask what they want to see! Would the people reading your

report like briefer explanations? More detail? Less negative phrasing? Would selective bolding

increase their ability to scan the document?

Continues

Now:

Discuss PPC campaign changes—and your reasons for making them—in your Quarterly Report.

xtra

cred

c09. 8:10 275