Upfront Assessments

Before any resources are spent trying to implement a SEO plan, it is critical to understand the current situation. Like any strategic activity, a critical look at the current state of affairs is necessary before beginning any outward action. While the end result of being #1 on Google for some search term may be common for all website owners, the resource requirements, timeline and strategy will be dependent on many factors.

The upfront assessment should be performed by a consultant prior to establishing and implementation strategy. It may seem obvious that a plan is required before action for any other business or marketing decision, but for some reason many believe it is possible to just implement a search engine optimization strategy without first stepping back to acknowledge, understand and document the current situation. Only once an upfront assessment is completed can a proper plan be made. With this being the case, it is not realistic to really develop a timeline or understand resource requirements until the assessment is complete. However, this critical step is clearly the best way to manage a budget to ensure the most efficient use of assets to achieve the desired results.

The upfront assessment should include at least five main components; Marketing Strategy, Competitive Analysis, Keyword Breakdown, Website Scrutiny and a Link Campaign Study. To achieve the desired business results of Search Engine Optimization, it is really necessary to focus a significant portion of the upfront assessment time analyzing the competitors' marketing strategy, website, keyword usage and incoming links. This focus on the competition will serve to both highlight potential opportunities for optimization as well as identify opportunities to surpass the efforts of others.

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