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The Art of SEO
book

The Art of SEO

by Eric Enge, Stephan Spencer, Rand Fishkin, Jessie Stricchiola
October 2009
Beginner content levelBeginner
602 pages
19h 50m
English
O'Reilly Media, Inc.
Content preview from The Art of SEO

Combining Business Assets and Historical Data to Conduct SEO/Website SWOT Analysis

A classic staple of business school is the SWOT analysis—identifying strengths, weaknesses, opportunities, and threats faced by a business or project. By combining data from your business asset assessment and historical tracking data (and visitor analytics), you can create some very compelling analyses of your organization and its marketplace.

Identifying strengths is typically one of the easier objectives:

  • What sources of traffic are working well for your site/business?

  • Which projects/properties/partnerships are driving positive momentum toward traffic/revenue goals?

  • Which of your content sections/types produces high traffic and ROI?

  • What changes have you made historically that produced significant value?

Sourcing out the weaknesses can be tougher (and takes more intellectual honesty and courage):

  • What content is currently sending low levels of search/visitor traffic?

  • Which changes that were intended to produce positive results have shown little/no value?

  • Which traffic sources are underperforming or underdelivering?

  • What projects/properties/partnerships are being leveraged poorly?

Parsing opportunities requires a combination of strength and weakness analysis. You want to find areas that are doing well but have room to expand, as well as those that have yet to be explored:

  • What brainstormed but undeveloped or untested projects/ideas can have a significant, positive impact?

  • What traffic sources currently send good-quality ...

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Publisher Resources

ISBN: 9780596809133Errata Page