contains information that is closely tied to the search term. And don’t make the rookie
mistake of only thinking about your home page:
Let’s say you work for a toy store. For the search term “godzilla action figures,”
a good landing page is the page that contains the description of the Godzilla action fig-
ures you’re selling and a link to purchase them. For the more generic term “action
figures,” a good landing page might contain a menu of all the action figures you’re sell-
ing with links to learn more about each one. By the way, the landing pages you select
today do not need to currently have your keyword of choice on it; they just need to be
relevant to the keyword. We’ll help you add keywords later, in Your SEO Plan.
If you can’t think of an existing page that is a good match for one of your key-
words, you have two choices: plan to build a new landing page, or drop the keyword
out of your short list.
Finalize Your Short List
You’ve researched, you’ve analyzed, you’ve combined, and you’ve assigned. Now, it’s
time to drop those last few not-ready-for-prime-time terms!
We’re going to ask you to trim your flagged list to your top 10 or so. You prob-
ably already have a good idea of which ones are your favorites, but in case you’re still
on the fence, here are some ways to frame your thought process:
Am I being inclusive?
While you were assigning landing pages, did you discover that
you have flagged too many terms for one audience or that you left a conversion out in
the cold? You didn’t fill out your Goals Worksheet in Chapter 1 for nothing. Use it
now to help choose keywords that reflect all your target audiences and conversions.
Does my keyword have a good home?
If you love a keyword but you can’t find an
existing landing page for it, now is the time to examine your reasoning for flagging it
in the first place. Does it represent a legitimate opportunity or goal for your organiza-
tion? Do you have the resources to build a page around this term? Do a reality check
now, because it doesn’t make sense to build Your SEO Plan around terms you can’t
One by one, step through your flagged keywords and assign a landing page to each one.
Pearl of Wisdom:
Your home page will likely be the best landing page choice for your company
name but not for many of your other keywords.
c06. 8:07 118