Determining your SEO strategy

Do not underestimate the importance of creating a coherent SEO strategy. As we have stated several times in this book, SEO is a process. Like any process, you need to establish a set of parameters to guide the process, and help ensure that your efforts are coordinated and therefore more likely to help advance your overall goals. There are many factors that affect a site's search engine optimization, hence, no part of the process exists in isolation and it is necessary to make sure all your efforts keep the same goal in mind.

Identifying keywords

For most companies, the initial steps in setting an SEO strategy focus on defining the product priorities and the target markets. As those issues are typically driven by the particular concerns of specific businesses, we're going to focus this discussion on the next step in the strategy process, that is, determining which keywords and phrases are most likely to deliver the type of traffic the site needs.

Start the keyword...