BtoB

Search engine optimization checklist

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  •  Identify primary marketing objectives.
  •  Dedicate the proper resources.
  •  Develop an initial keyword list.
  • Conduct keyword research.
  • Implement a content strategy that supports keywords and adds new, relevant content to your site.
  • Make sure search engines can access your site. (Go to http://www.delorie.com/web/lynxview.html, put in your home page and hit "view page" to see what the search engines see when they visit.)
  • Identify and fix technical problems.
  • Submit your keywords to all major directories and search engines.
  • Develop reciprocal links with quality, complementary Web sites.
  • Track, quantify and analyze results.
  • Track positions and editorial searches to understand the performance of the best terms, focusing on those that convert best.
  • Work with PR to optimize keywords in press releases and update regularly.
  • Be flexible about design and development in order to get an optimized architecture.
  • Be patient-it can take several months to begin to see results.

Source: Stephen Turcotte, president, Backbone Media, Boston, a search engine optimization company, and a member of the Search Engine Marketing Professional Organization (SEMPO) b-to-b subcommittee.

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