This final chapter contains checklists on some helpful topics. The checklists are not intended to be exhaustive and turn you into an expert on each of these topics (as there are entire books devoted to the subjects of these checklists). Rather, the purpose is to show the key points and bring together some of the things you have learned throughout the book. There are two checklists, covering
On any successful site, a good proportion of traffic comes from search engines. For people to find you on a search engine, you want to be as near the top of their search results as possible.
The techniques you can use to improve your visibility in search engines are known as search engine optimization, or SEO for short, and can be grouped in two ways:
Focus on the former because you have a lot more control over what appears on the pages of your own site. (Although, mentions will be made of off-page techniques.)
Before you can start optimizing your site for search engines, you need to determine what terms users would type into a search engine to find your site; these are known as keywords and key phrases.
You then need to include these keywords and phrases in the copy for your site. It is important for these words and phrases to appear in four places: