However, unlike ad
campaigns that are grounded with insertion orders and print schedules that run several
SEARCH ENGINE OPTIMIZATION
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4. Enid Burns, ???U.S. Search Engine Rankings, April 2007,??? SearchEngineWatch, May 31, 2007
(www.searchenginewatch.com/showPage.html?page=3626021).
months ahead of publication, an SEO campaign can stop on a dime to change direction.
These are the four steps to a refined SEO effort:
1. Strategize.
2. Execute.
3. Analyze.
4. Optimize.
The medium is flexible and fast moving. Companies investing in SEO need to adopt the
same traits, because the competition is fierce, and without well-constructed strategy, the
best tactics in the world will not produce near the revenue potential.
Envision the end result
The first aspect of any strategy planning is figuring out the end goal. When there is a clear
target in the distance, it??™s a lot easier to take accurate aim. In regard to SEO, this is based
primarily on keywords that define the nooks and crannies across the Web where people
will find you. Consider keywords you think are relevant to your business, plus keywords
that the user is going to type in looking for a product or service like your own.
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