About Online Matters

PostHeaderIcon From the Trenches: Overview of SEO Project Implementation

If you look on the About page of my blog, you’ll see that one of the key audiences I am concerned with are search marketers who for one reason or another came late to the game. While I have been doing online products and marketing since 1992 (think about that one for a second…), I did come late to the search marketing party because at the time that these markets evolved I hired people to sweat the details of day-to-day implementation. I was actually pretty knowledgeable and could do many things myself that most CMOs couldn’t do – e.g. develop extensive keyword lists and upload them into the Adwords Editor, write VB scripts – but I was still a long way away from all the intricacies of the practice.

And let’s start with that as my first statement on the science of online marketing: developing online strategies is relatively easy. It is in the details/intricacies of implementation that great search marketers make their bones. Details come in many forms and, in the interest of time, I will not go into categorizing these. We’ll do that at the end of the series on “From the Trenches.” In the meantime, we’ll just work through them for each area that I’ll cover.

The initial portion of this series will focus on Search Engine Optimization, since this is a very hot topic in the current economy.  The approach – given this is a blog – will be to do relatively short modules on one subject within each major topic.  Each module will begin with the name of the section  and then the topic at hand (e.g. Keyword Analysis – Building the Initial Keyword Universe).  I am going to add presentation material in the form of audio powerpoints whuch will provide a bit more extensive coverage of each topic.  How long will the presentations be – not sure yet.  We’ll have to try it out and see – after all, I’m learning how to present in blog mode just as you are learning how to learn in blog mode. 

The sections for basic SEO will run as follows:

  • Introduction to SEO
  • Keyword Analysis
  • Site Architecture Issues
  • On-Page Content and Meta Data
  • Link Building
  • Combining the Basics into an SEO Program

Looking forward to these sessions.  I expect to start them shortly – once I get the presentation technology set up. 

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