Search Engine Optimization (SEO): An Hour a Day, 3rd Edition by Jennifer Grappone, Gradiva Couzin

By Jennifer Grappone, Gradiva Couzin

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Change file-naming conventions. The takeaway here is that you’ll be putting a lot of extra time into internal communication and organization. You need to know your team and get them in your corner if you want to succeed at SEO. In other words, get your team on board. This topic is so important it has its own chapter in this book! Why is this door always so sticky? 27 ■ L arge O rganization • Challenge: Outdated Content ​Another too much challenge for you lies in the need to keep your brand current.

It’s a great motto and a great goal, but it’s not a realistic plan for your SEO campaign. For one thing, you will need to continually re-prioritize your efforts as you drop the duds. But there’s also another, unavoidable reason that your SEO campaign will need to constantly evolve: The search engines are changing, too! ). But you will inevitably need to be prepared for some changes. What works best today will not be exactly the same as what works best three years down the road. And the only way to know what has changed is to track your campaign.

And if you don’t know where to find these online hangouts, it only takes a bit of time and creative thought to find them. If you already know what magazines your customers subscribe to, what trade shows they attend, and what organizations they belong to, you’re well on your way to finding analogous sites on the Web that speak to them. If you know what your customers love to obsess or complain about, you can probably find them doing just that en masse on the Social Web. Challenge: Difficulty Gaining Inlinks ​You may have heard that getting relevant, high-quality links to your website is an important SEO endeavor, because it can improve your ranks and traffic.

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