4. KEYWORD STRATEGY
• 2 or 3-word core message
• Repeat keywords a few times on page
(hierarchy)
• Anchors diminishing in importance
Semantics
• Exercise
• Use Google keyword tool
5. STEP 1
• Analyze the competition
• Include their current state of SEO
• How do you differentiate?
• Where is there a gap in the market?
Draw your strategy from there
6. TAGS
• For SERPs display (not rank):
Metatag description – 8 words,
70 visible characters
• Image alt attributes for Google Images
• Apply to blog, rich media platforms
7. WEBSITE CONSIDERATIONS
• Home page: 250 word min
• ARCHITECTURE: don’t bury pages
• DESIGN: friendly fonts
• Don’t buy cute domains
Tip: .com, .org, .edu, .net
• Submit site to search engine by registering
with Google Webmaster Tools
• Other Google tools: AdWords, Analytics
9. CONTENT
• Provides value, is audience-specific
• Relevance, by clicks thrus
• Recent, regular, fresh
• Best practice: blog weekly
• Is unique v. duplicated
• Campaigns, evergreen content