day because you’re actually going to put your keyword research to good use on your
site’s visible text content.
Today you will comb through your landing pages for possible text improve-
ments, documenting them as you go. You can approach documentation in a couple of
ways: One way is to compile your desired changes in the “Text/Content Edits” section
on the Site Optimization Worksheet. Or, depending on the layout of your site and the
extent of your changes, you may just want to print out your landing pages and mark
your changes on the printout.
Your goal: incorporate your two or three designated target keyterms onto each
of your landing pages without going overboard and cooking up an unreadable key-
word porridge. If you have any writers on your SEO team, get them on board for this
session. Try these editorial strategies for making your text changes:
Swap out a specific word for a top priority keyword every time it appears.
Swap out a graphic containing a keyword for text.
Spell out an acronym (at least in its first appearance on the page).
On a case-by-case basis, swap out less-effective generic terms for keywords.
Make sure your company name exists in text form once on every page.
Include keywords in links wherever possible.
Add keyword-rich captions to photos.
Add a keyword-rich tagline at the bottom of the page.
Add keywords to page headers.
All of your desired site edits are conveniently compiled in your Site Optimization
Worksheet. Today, send out these requests to your web team—or take the time to make
the changes yourself.
Everyone involved in SEO implementation tasks should already have your Base-
line Monthly Report in their inbox, so you should be able to deliver these requests to
your team without having to explain your reasoning again! Here are some pointers for
making this effort worthwhile:
Think in terms of a style guide.
If your organization works from a style guide, now is
the time to suggest which of your requested changes should be officially incorporated.
Go through your landing pages and compile your list of changes on your Site Optimization Work-
sheet or page printouts.
c07. 8:08 158