efore you can even begin to optimize your web site for search engines,
you need to have a search engine optimization plan in place. This will
help you create SEO goals and keep those goals in focus as the pur-
pose of your site changes, and as the methods for search engine optimization
change — and they will change.
Your SEO plan will help you see where you need to concentrate your efforts at
any given time. This need will change over time. In the beginning, you’re most
likely to be focusing on getting started with SEO. However, after you’ve put all
of your SEO strategies into place, the focus of your SEO activities will change.
Note that I said they will change, not that they will end. Once you’ve started
SEO, if you plan to continue using it, you’ll need to constantly monitor and
update your SEO plan, strategies, and activities. There was a time when the
only thing you had to worry about was which keywords or links would be
most effective for getting your site ranked high in relevant search results.
Today, very few search engines focus on a single aspect of search engine opti-
mization. This means that over time those who focused only on keywords or
only on links have found themselves with diminished SEO effectiveness.
Search engines will naturally change and mature, as the technologies and prin-
ciples that enable SEO and the engines themselves change. For this reason, the
SEO plan should be considered a dynamic, changing document. To keep up
with that document, you need to be evolving or changing as well. And that’s
where your SEO plan will help you stay on track.
Using the SEO plan, you can quickly and easily tell where you are and where
you need to be with your search engine optimization efforts.
IN THIS CHAPTER
Understanding why you need SEO
Setting SEO goals
Customizing your SEO plan
Understanding black-hat SEO
Avoiding black-hat SEO
Creating your SEO plan
What is organic SEO?
Achieving organic SEO
Creating an SEO Plan
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