[...]... even such a straightforward goal as this And there are a whole host of other possible goals and subgoals that your business is likely to have 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 do not need to turn a profit... best way to learn SEO is to roll up your sleeves and do something, an hour at a time Complete one SEO task a day and you’ll see substantial results One of the benefits of breaking your SEO campaign into bite-size one -hour morsels is that you’ll have time to digest and learn You can take care of your day s assignment in an hour and have plenty of time for thinking and reflecting the rest of the day How... orders and instead secure some contracts with big-name brick-and-mortar vendors In the case of Elizabeth, a marketing director at ElderPets, we have a different situation ElderPets is a nonprofit organization that provides meals, walks, and veterinary care assistance to animals belonging to elderly and infirm owners The company relies on financial contributions and volunteers to fulfill its mission At... there’s our donors, who can be all over the map in terms of age and income and their status as individual, family, or business The one thing that ties them together is that they love animals.” Jason’s and Elizabeth’s goals and corresponding target audiences are shown in Tables 1.5 and 1.6 Ǡ Table 1.5 Babyfuzzkin Goals and Corresponding Target Audiences Goals Target Audience Primary goal Sell clothes directly... Prep: Baseline and Keywords,” is all about preparation: researching, organizing, and setting the direction for Your SEO Plan Several worksheets and templates will help you along the way Part III: Your SEO Plan Chapter 7, “Month One: Kick It into Gear,” launches Your SEO Plan with basic website optimization, a link-building method, and a starter pay-per-click campaign Chapter 8, “Month Two: Establish... Primary Audience: Secondary Audience: Parents of small children Grandparents and friends Additional goal Brick-and-mortar contracts Primary Audience: Buyers working for retailers I W H O D O I WA N T T O V I S I T M Y W E B S I T E ? Jason at Babyfuzzkin says, “Our target audience is parents of infants and small children, with a great sense of style and plenty of surplus income They are probably fairly... what you’ll find inside Part I: 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,... through a little self-reflection and search engine basics to lay the groundwork for Your SEO Plan: Chapter 1 Clarify Your Goals Chapter 2 Customize Your Approach Chapter 3 Eternal Truths of SEO Chapter 4 How the Search Engines Work Right Now Clarify Your Goals A good Search Engine Optimization (SEO) ness goals, so it has to start with a healthy dose of thought and reflection In this chapter, we’ll walk... is not hard It’s not rocket science, and it certainly doesn’t require a degree in marketing, design, or anything else for that matter While SEO is not hard, it can be tedious It requires diligence and organization Our plan will work for just about anyone who is willing to make the hour- a- day commitment We offer specific advice for small organizations • large organizations • one-person operations •... out later in your SEO campaign when you’re measuring results Jason’s and Elizabeth’s worksheets are shown in Tables 1.7 and 1.8 Ǡ Table 1.7 Babyfuzzkin Goals and Corresponding Conversions Goals Target Audience Conversion Parents of small children Grandparents and friends Purchase via online store Additional goal Ǡ Sell clothes directly Primary Audience: to consumers online Secondary Audience: Brick-and-mortar . Search Engine Optimization: An Hour a Day Search Engine Optimization: An Hour a Day is an excellent primer for the beginner do-it-yourself search- engine marketer. It covers the basic essentials. Heller, Gina Boros, Susan McKenna, Sage Vivant, Mark Armstrong, and Ann Meyer. We wish them all many targeted visitors and mad conversions! We owe special thanks to Eric Fixler and Anthony Severo. providing invaluable technical reviews, and to Kelly Ryer and Sarah Hubbard for generous helpings of advice and wisdom. Thanks also to Swork in Los Angeles and Nervous Dog Coffee in San Francisco