Appendix D. Worksheets

IN THIS APPENDIX

  • SEO Plan

  • SEO Checklist

  • Four Phases of the Buying Process Worksheet

  • Keyword Worksheet

  • PPC Keyword Worksheet

  • Keyword Checklist

  • Keyword Performance Worksheet

  • A/B Testing Worksheet

  • PPC Competition Worksheet

  • Link-Tracking Worksheet

  • Rank-Tracking Worksheet

SEO Plan

Goals and Strategies

Notes

Primary goal

 

Secondary goal

 

Secondary goal

 

Secondary goal

 

Description of marketing strategy

 

Who are your best customers and why?

 

Who is your competition? (Include URLs)

 

What's the geographic scope of your marketing?

 

Web Site Design

 

Corporate history, news, PR, or current events?

 

Executive bios?

 

Product and service information?

 

Customer support/live help?

 

Online requests for information or contact forms?

 

Membership-only content?

 

Contact information?

 

Forums?

 

Educational materials?

 

Links or resources?

 

Archived content?

 

Unique title tags on each page?

 

Meta keyword tags?

 

Meta description tags?

 

Headers?

 

Alt tags?

 

Anchor text?

 

Links and linking strategies?

 

Keyword density? (Suggested 3–7 percent)

 

Keyword Considerations

 

Keyword brainstorming

 

Initial keyword list

 

Keyword research

 

Pay-per-click strategies

 

Content Considerations

 

Well written and reader friendly?

 

Keywords included in body text?

 

Keywords included in titles?

 

Keywords included in directories?

 

Keywords included in file names?

 

Keywords contained in images? (Should be avoided)

 

Keyword variation?

 

SEO Checklist

Current State

Check your rank in the major search engines.

Don't overuse or misuse rank-checking automation.

If it works, ...

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