1. Why optimise your site?
#1 gets 42% of clicks, #2 get 12%, #3 8% What difference would being number one make to your business?
If only it was that simple:
advertising
indented listings
"one box"
"ten pack"
maps
images
video
and other stuff! Combine to complicate rankings and reduce CTR.
2. The simplest search engine optimisation stuff you can do today.
Have you asked for a link today?
Match the title tag of the page to the phrase you’re targeting.
Headings – Use H1 to target your main phrase.
Sub Headings – Use H2 and H3 for other variants.
Description – Have a compelling meta description to encourage click through on the SERPs. Consider this advertising copy.
Content – include further versions of your keyphrase to cover more "long tail" options.
Perpetual motion – continuing to build content based on success and opportunity based upon analytics and conversions
If you’re local, add your address.
Speak to your customers – ask for links, reviews and testimonials.
3. The curse of knowledge
Speak your customers’ language: is your "widget" a "thingy" to your customers?
Don’t keep on doing something because it’s always been that way. Look for new angles and opportunities.
4. Keyword research
5. Evaluating Competition.
Who ranks?
High Authority sites
Massive Corporations
News organisations
Domains that exactly match the keyphrase
How many unique inbound links do the top results have?
Are the top results spammy?
Don’t bring a knife to a gun fight.
The three Ps of internet marketing – Pills, Porn & Poker – require a different tool set and methodology and mindset to more conventional marketing.
6. Measure twice, cut once – statistics and analytics.
Start to measure
What to watch
Don’t forget to look for opportunity to improve upon success
7. Conversion Rate – How To Sell More
8. Accept that a working website is never finished .
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Great checklist. It reminds me that I need to be more thorough in examining my competitors’ inbound anchor text. For point 3 “The Curse of Knowledge”, it’s also worth mentioning that one should focus on highlighting benefits, versus features. Looking forward to reading the next piece.
You’re right; I’ll add that into the conversion section somewhere. Thanks Ben!