And beware the affiliates you never knew you had—and probably never wanted!
Is your product name showing up in the ad for a shopping site? If so, does that shop-
ping site actually sell your product? We’ve seen it time and time again: Due to haphaz-
ard use of dynamic keyword insertion, shopping sites create ads for a specific product
but deliver only a landing page saying that the product isn’t found on their website. It
doesn’t benefit you or the shopping site to let this practice continue, so if you find that
you’re in the middle of a bait-and-switch PPC ad, contact the shopping site and politely
request that they remove it.
Your SEO Plan, Week 12, Monday: Checking Additional Keywords
Starting with your baseline report, and for every monthly report thereafter, you checked
your website’s search engine presence for your top-priority keywords. There may be
legitimate reasons for checking additional keywords outside of your 10 or so top-
priority terms on a quarterly basis. Here are some examples:
• Your site contains a laundry list of keywords for which you can reasonably
expect good ranks without a formal optimization plan. An example of this situa-
tion might be a movie fan site with a good representation of several celebrity
names or a product review site with multiple instances of several product names
or brand names.
• In past SEO efforts, additional landing pages on your site were optimized for
keywords outside of your current top-priority terms.
• You have been using an automated rank checker because you scaled up Your SEO
Plan for several additional keywords. Consider checking rank manually once a
quarter, at least for a portion of your keywords (see the section “Week 2: Baseline
Assessment” in Chapter 6 to review the benefits of a manual rank check).
Whether you’ve followed Your SEO Plan to a T, had to make some tough
choices to cut out some tasks, or have earned yourself an A for extra-credit effort, be
proud of yourself! You’re an SEO pro!
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