Week 1: Basic Site Optimization
Next week you’re going to work hard at finding site owners and convincing them to link
to you. But before you call this kind of attention to your website, you’ll need to spend a
full week primping, polishing, and checking for the proverbial spinach in your site’s teeth.
In Chapter 3, “Eternal Truths of SEO,” you learned that the text in your landing
pages, tags, and titles is one of the most important and long-standing SEO factors. This
week you’re going to optimize them, with the goal of positively influencing how search
engines view and rank your website. You’ll also tackle basic site structure issues to
ensure that search engine robots have easy access to your landing pages. With these
improvements in place, your site will have a basic level of optimization: nothing tricky
or fancy, and no time wasted on tiny technicalities, just common-sense, best-practices
You’ll keep track of all your changes in one document as you go, and on Friday
you’ll deliver this document to the folks in charge of making edits to your website. If
you’re the code-slinger on the project, wait until Friday to dive into your edits! Stay in
the “optimization groove” Monday through Thursday and you’ll benefit from a more
Here are your daily task assignments:
Full Speed Ahead
SEO is a long-term maintenance activity, comprising both productive spells and waiting periods.
Your SEO Plan is designed so that your waiting time (waiting for site owners to get back to you,
waiting for your team to implement your recommendations, waiting for the search engines to
notice what you’ve done, and so on) isn’t spent idly. Rather, you’ll use this time to take on new
activities.And even though you’ll constantly move into new SEO territory as the plan progresses,
you’ll periodically come back to revisit and continue the work you started in earlier weeks.
The one exception is PPC management, which requires frequent quick checks. So once your PPC
account gets rolling, we’ll incorporate these quick checks into days that are designated for other tasks.
No fair trying to sneak in and start the Plan without getting organization-wide buy-in for your top
keyword choices! If you haven’t done so,do it now.It is very difficult and time consuming to
change keywords after the fact. Your time is too valuable to waste on the wrong terms or to swing
and miss with your conversion goals.
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