Summary

This chapter was the first to look at the soft factors — the strategy side of SEO. The key point is that it is necessary to engage in planning to create a relevant and practical SEO strategy for your site before you start your work, and to then implement that strategy in a consistent and structured fashion. In this chapter, we looked at techniques for selecting key words and phrases, with an emphasis on using the Keyword Effectiveness Index (KEI).

Once you have a solid strategy and a set of keywords, it's time to get to work. In this chapter, we looked at how content creation relates to SEO and discussed the three factors that webmasters should keep in mind: relevance, recency, and quantity.

Prior to launch, you should also put in place several tools that will help you monitor and maintain your site. We looked at what they do and how to get started with each of them. The three systems serve varying purposes. Google Analytics is a powerful web traffic reporting tool that lets you monitor...