Before Launching Your SEO Campaign
by Kalena Jordan

One of the most important aspects of a search engine optimization campaign is also one of the most overlooked – preparation!
As I’m always explaining to my SEO101 students, there are some important steps to take in advance of launching your campaign that will make sure it has a better chance at succeeding.

Before You Start

Before you start any search engine optimization campaign, whether it’s for your own site or that belonging to a client, you need to answer the following important questions:

1) What is the overall motivation for optimizing this site? What do I/they hope to achieve? (e.g. more sales, more subscribers, more traffic, more publicity etc.)

2) What is my/their time-frame for this project?

3) What is my/their budget for this project?

4) Who will be responsible for this project? Will it be a joint or solo effort? Will it be run entirely in-house or outsourced?

Answering these questions will help you to build a framework for your campaign and establish limitations for the size and scope of the campaign.

Requirements Gathering

Next, you need to establish the project requirements, so you can tailor the SEO campaign to you or your client’s exact needs.

You need to know things like:

1) What technology was used to build the site? (i.e. Flash, PHP, frames, Cold Fusion, JavaScript, Flat HTML etc)

2) What are the file extensions of the pages? (i.e. .htm, .php, .cfm etc)

3) Does the site contain database driven content? If so, will the URLs contain query strings? e.g. www.site.com/longpagename?source=123444fgge3212, (containing “?” symbols), or does the site use parameter workarounds to remove the query strings? (the latter is search engine friendly).

4) Are there at least 250 words of text on the home page and other pages to be optimized?

5) How does the navigation work? Does it use text links or graphical links or JavaScript drop-down menus?

6) Approximately how many pages does the site contain? How many of these will be optimized?

7) What is the current link popularity of the site?

8) What is the approximate Google PageRank of the site? Would it benefit from link building?

9) Do I have the ability to edit the source code directly? Or will I need to hand-over the optimized code to a site admin for integration?

10) Do I have permission to alter the visible content of the site?

11) What are the products/services that the site promotes? (e.g. widgets, mobile phones, hire cars etc.)

12) What are the site’s geographical target markets? Are they global? Country specific? State specific? Town specific?

13) What are the site’s demographic target markets? (e.g. young urban females, working mothers, single parents etc.)

14) What are 20 search keywords or phrases that I think my/my client’s target markets will use to find the site in the search engines?

15) Who are my/my client’s major competitors online? What are their URLs? What keywords are they targeting?

16) Who are the stake-holders of this site? How will I report to them?

17) Do I have access to site traffic logs or statistics to enable me to track visitor activity during the campaign? Specifically, what visitor activity will I be tracking?

18) How do I plan on tracking my or my client’s rankings in the search engines?

19) Do I or my client have the ability and resources in place to respond to increased traffic/business as a result of the campaign?

20) What are my/my client’s expectations for the optimization campaign? Are they realistic?

Answers to the first 10 questions above will determine how search engine-compatible the site currently is and the complexity of optimization required. For example, if the site pages currently have little text on them, you know you’ll need to integrate more text to make the site compatible with search engines and to be able to include your target keywords. If the site currently uses frames, you will need to rebuild the pages without frames or create special No-Frames tags to make sure the site can be indexed, and so on.

This initial analysis will help you to scope the time and costs involved in advance. For those of you optimizing client sites, obtaining accurate answers to these questions BEFORE quoting is absolutely crucial. Otherwise you can find yourself in the middle of a project that you have severely under-quoted for and that’s very frustrating.

The remainder of questions are to establish in advance the who, what, where, when, why and how of the optimization campaign. This will help you determine the most logical keywords and phrases to target, as well as which search engines and directories to submit the site to and which sites to pursue reciprocal links with.

You’re Now Prepared!

So now you are clear about your motivations for optimizing the site, you know more about the target markets, you know how compatible the existing site is with search engines and how much work is involved in the search engine optimization process. You’re ready to tackle the job!

Copyright © 2004 by Kalena Jordan. All rights reserved under U.S. and international law.

Kalena's previous roles have included SEO Manager for a web development firm, Public Relations consultant, Freelance web site designer, Marketing Manager for a computer systems firm and five years as Public Relations Advisor to the Royal Thai Government. She has a Bachelor of Arts in Communication from the University of Newcastle, Australia. For more of Kalena's advice on search engine ranking and online marketing, please visit http://www.high-search-engine-ranking.com