The Social Media Bible: Tactics, Tools, and Strategies for Business Success, 3rd Edition

To-Do List

• Understand your keywords for every page.
  Be sure that every individual page is analyzed for its own keywords. You want to bring your customer to the exact page at the exact time they are ready to convert. (See Chapter 4, The World of Web Pages, for more on this.)
• Check your page titles.
  It’s an easy thing to do, and to overlook. Open your pages and look in the Title Bar. Come up with a title that includes your most important keywords, and remember to do so for every page. Use free tools like www.xml-sitemaps.com to check for untitled pages.
  
• Check your meta keywords.
  Open your page, select View, then Page View, and look for your meta keywords. If they don’t reflect your content, then you won’t get ranked highly.
• Build your external reputable links.
  Type “site:www.yourdomain.com” into Google, and see how good you are doing. If you don’t have 20 external reputable links, then go get some. When getting back links from sites, ask them to use one of your keywords to link to you.
• Never try to trick a spider.
  Never, ever, try to trick a search engine spider. It might work for a while, but they always will catch you. If they do, you could be banned from search engines for up to five years.
• Always have a strong WIIFM.
  This is always the most important commandment. Whether it’s SEO, SEM, e-mail, web pages, or a hard copy brochure, your marketing message always has to ...