some good improvement in performance. This is why a site assessment is important: to
identify areas in which your site is deficient, but also to set realistic expectations for
Take a look at the Site Assessment Worksheet you downloaded from
. This worksheet provides a quick and easy way to get a handle on your site’s cur-
rent optimization level. Next, indicate yes or no for the following statements about
each of your landing pages:
This page has a unique HTML page title.
The HTML page title contains my target keywords.
This page contains 200 or more words of HTML text.
HTML text on this page contains my exact target keywords.
This page can be reached from the home page of the site by following HTML
text links (not pull-downs, login screens, or pop-up windows).
The HTML text links from other pages on my site to this page contain my target
We kept the worksheet short and sweet, but these quick answers provide a basic
estimate of your current optimization level. And don’t forget: Lower optimization just
means more room to grow!
With your basic site assessment complete, you have a good picture of the current
status of your website: current conversions, site ranks on the major search engines,
inbound links, and your current site optimization level. This baseline assessment will
serve you throughout your SEO campaign.
Week 3: Competition
Over the last couple of weeks, you’ve started to bulk up parts of your brain that are
newly devoted to SEO. This week, we’re going to use those portions of your brain to
do something that you’ve been dying to do: snoop on your competitors. Here’s how
you’ve already gotten your feet wet in competitive analysis:
You got a glimpse of your competitors’ keyword preferences when you were
selecting your own.
You became acquainted with the top 30 players for all of your keywords during
your rank check.
Go to your Site Assessment Worksheet and fill in Y or N for each of your landing pages.
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