IN THIS APPENDIX
Four Phases of the Buying Process Worksheet
PPC Keyword Worksheet
Keyword Performance Worksheet
A/B Testing Worksheet
PPC Competition Worksheet
Goals and Strategies
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?
Product and service information?
Customer support/live help?
Online requests for information or contact forms?
Links or resources?
Unique title tags on each page?
Meta keyword tags?
Meta description tags?
Links and linking strategies?
Keyword density? (Suggested 3–7 percent)
Initial keyword list
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)
Check your rank in the major search engines.
Don't overuse or misuse rank-checking automation.
If it works, ...