Finalize your document in a way that speaks to your organization’s hot buttons.
Possible optional sections are listed here:
• “Positive Findings” for the organization that likes to see the glass as half full
• “Highlights of Competitive Analysis” for a boss who focuses on what the other
• Charts of relative keyword popularity, relevance, and competition for a visually
• Team planning: who will do what, for organizations with a lot of concern about
staffing and labor management
Friday: Quick Reference
You spent three weeks researching and analyzing data about keywords, your competi-
tion, your site performance, and optimization, not to mention your business goals and
conversions from Chapter 1. But you want others to be able to “get it” in a 5-minute
read (or, let’s be realistic, a 2-minute skim). A Quick Reference should do the trick.
Build your Quick Reference with the following:
What is this SEO campaign trying to accomplish?
You may wish to copy and paste
your Conversions table, including desired conversions and target audiences, from the
Goals Worksheet you completed in Chapter 1.
What are the top keywords and landing pages?
List your top keywords and the land-
ing pages that you finalized in Week 1. We recommend that you break the keywords
and landing pages into two separate lists for ease of reading.
Who are our top competitors?
Copy the names of your Big Five competitors from your
Competition Worksheet. Use your judgment to characterize the search engine competi-
tion as a whole on a scale of Not Competitive to Very Competitive.
What is our current site visibility and performance?
Rate the overall level of your site’s
current status on search engines and conversion performance: Poor, Fair, Good, Very
Good, or Excellent. If you’re finding mostly negative information in your links and sta-
tus assessments, lots of red flags, and an unsatisfactory conversion rate, you’re proba-
bly in the Poor slot. To get an Excellent grade, your site would need to have top page
results for most or all of its target keywords, a lot of high-quality inbound links, a con-
version level that you’re happy with, and very few or no red flags.
Add the personalizing touches to your Baseline Monthly Report.
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