If you have time, you can learn a lot about your competitors by checking to see
if they have directory listings. See Chapter 10 to learn how.
You’ve worked hard filling your worksheets—and your brain—with data and
observations! Next, in Week 4, you’ll compile it into meaningful information that you
can share with your colleagues.
Week 4: Baseline Monthly Report
You know the famous question about a tree falling in the forest? The same applies to
your SEO campaign:
And, brains being what they are, even you
will probably forget half of
what you did this month. The document you compile this week will be the basis for
your future monthly reports, which will be your go-to documents for what you’ve
accomplished, what’s wrong, what’s right, and where you need to go from here.
This week, you’ll assemble your work from Weeks 1 through 3, add some
thoughtful commentary, and present your findings in a way that provides a quick take-
away for anyone who has a stake in the success of Your SEO Plan. And if you ever
need to move on to new endeavors, this document and your ongoing monthly reports
will be something you can easily hand over to a replacement.
We won’t tell you exactly how to format your document, and we’ll trust you to
organize and present the information in a way that makes sense to you and your team.
Some types might like splashy colors or even charts to compare the popularity of vari-
ous keywords. Others might prefer a “just the facts, ma’am” approach. What’s most
important to us is that the information is written down for the record books:
Keywords, Landing Pages, and Competition
Conversions and Red Flags
Pearl of Wisdom:
No matter how hard you work and what you achieve, nobody will know about
it unless it’s documented.
Enter your assessment of the PPC sponsorships of your Big Five competitors on the Competition
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