[...]... Ranks and Indexing Tuesday: Inbound Links and Social Status Wednesday: Referring Keywords, Conversions, and Traffic Thursday: Paid Search Friday: Opportunities and Action Items xiii ■  C Monday: New Site, New Problems Tuesday: Site Performance and Malware Wednesday: Catch Up with Your Team Thursday: Landing Page Optimization Friday: Brand Busters Foreword Some will say that search engine optimization... your goals in a little more detail Perhaps yours is a large company with branding as an important long-term goal Maybe your company wants to make money with certain products but is willing to take a loss in other areas Maybe you are starting up with investor backing and don’t need to turn a profit for years Perhaps your company’s branding and reputation is your top concern—you need to be perceived as high... science,” that any- oreword Danny Sullivan Editor-in-Chief, SearchEngineLand.com xv ■  F one can do SEO after just a little light reading Some will even say that SEO isn’t required at all Just create good content, and success on Google and other search engines will come naturally They’re right, and yet incredibly wrong at the same time Simply create a website, and chances are you will start attracting traffic... visitors than sites that rank poorly So let’s talk about what a really good SEO campaign can do for you Think of search engine results pages as real estate The primo locations are on the results pages for your top-priority keywords Run a search for your favorite keyword and you’ll probably see a page containing many of the following components: • Organic web search results: the traditional “blue and black”... know this because we use these techniques ourselves, and they have delivered high ranks and targeted traffic, and increased sales for our clients’ websites What’s Inside The heart of this book is Your SEO Plan, a three-month, day- by -day program for improving your website’s presence and increasing targeted traffic We’ve divvied up the days into tasks that we estimate will take about an hour each Depending... that you take the time to work through the questions in this chapter and make sure your goals aren’t begging for a little help chapter 1:   C larif y Your G oals  ■ 6 In the case of Elizabeth, a marketing director at Elderpets, we have a different situation Elderpets is a fictional nonprofit organization that provides meals, walks, and veterinary care assistance to animals belonging to elderly and... Foundation Chapter 1: “Clarify Your Goals” ​ Helps you frame your thinking about your website and your goals in an SEO-friendly way Chapter 2: “Customize Your Approach” ​ Provides guidance for adjusting your Plan to suit the special advantages and challenges faced by different types of organizations Chapter 3: “Eternal Truths of SEO” ​ Gives an overview of the longstanding, or “eternal,” factors in effective... Site Text Thursday: Internal Links Friday: Implementation 172 176 178 180 184 ontents Monday: Ranks Tuesday: Indexed Pages Wednesday: Inbound Links Thursday: Historical Conversions Friday: Site Optimization xi ■  C Monday: Your Keyword Gut Check Tuesday: Resources to Expand and Enhance the Keyword List Wednesday: Keyword Data Tools Thursday: Keyword Data Gathering Friday: Your Short List Week 2: Site Structure... Monday: Study Hall—Get to Know the Social Web Tuesday: Online Reputation Monitoring Wednesday: Twitter Boot Camp Thursday: Your Facebook Strategy Friday: Social Media on Your Site 226 231 235 241 248 Week 6: Set Up Your Paid Search Account 249 Monday: Study Hall Tuesday: Prep Your Paid Search Keywords Wednesday: Write Your Ad Text Thursday: Turn On Your Campaign Friday: Paid Search... Search 262 Monday: Shopping Search Opportunities Tuesday: The Search That Sells Wednesday: Basic Store Optimization Thursday: Your Google Merchant Center Account Friday: Seller Ratings 263 265 266 271 274 Week 8: Local Search 277 Monday: Local Search 101 Tuesday: Central Data Providers Wednesday: Google and Bing Local Listings Thursday: . Grappone and Gradiva Couzin are the founding partners at Gravity Search Marketing, an SEO and social media consulting firm based in Los Angeles and San. more than an afterthought or a “fire and forget” activity. As the Search Engine Optimization: An Hour a Day authors Jennifer Grappone and Gradiva Couzin