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, ...