First, write the basic facts: “The total number of inbound links recorded on MSN for
our top 10 landing pages is 537. This number is an estimate provided by the search
engine, not a definite number.”
Next, some analysis is needed. There are several approaches you can take:
The quality of the links:
“We have several vendor sites linking to our ‘factory
The quantity of links, compared to your competitors’ links:
“Our home page has
fewer than half the inbound links compared to Competitor X.”
The quantity of links, compared among your pages:
“Our home page has
approximately 500 inbound links, but our other landing pages have, on average,
fewer than 15.”
In Part III, your assignments will include the pursuit of quality inbound links.
Let your readers know it: “To improve the number of inbound links, this SEO cam-
paign will include a link-building campaign.”
Wednesday: Conversions and Red Flags
Here are two headlines that are going to attract the attention of the people reading
your report: Conversions and Red Flags. Make sure you give them what they want to
Start with the data you were able to gather about current conversions, whether specific
(“Our Sales Director logged 82 confirmed leads from our website last month”) or
vague (“We received $7,000 in donations last month, but it is unclear what role the
website played in this”).
Most likely, someone out there is not happy with your current conversion level
or you wouldn’t be reading this book. Be sure to include the goals and hopes of the
powers that be: “Increasing sales of the new Soap Gift Baskets will be the focus of this
campaign” or “We hope to improve our conversion rate (currently only 0.5 percent) by
bringing in more targeted traffic.” Stating this in writing shows that you’re aware of
what’s important for your organization. If you’re feeling the urge to include an estimate
of how many new conversions your SEO campaign will bring in, feel free to do your
best, but read our sidebar on reasonable expectations first!
Complete the “Site Visibility” portion of your Baseline Monthly Report.
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