  Randall Rensch, copywriterThe SEO Copywriter's Checklist
Just so we're both starting on the same foot,
here's what "Search Engine Optimization" means —
SEO techniques are constantly evolving, and although I keep up-to-date on them, I update this checklist only occasionally. So some current considerations may be missing here. But attention to all these points will take you a long way. They are in the order you should take them, but many can be done at the same time. Another way to do all this is is simply to call or write an experienced SEO copywriter.
Make use of codes ("Tags", "Attributes", Etc.)• A unique Title tag for each page. • A specific, compelling Description meta tag for each page. • Keywords meta tag. • Image "alt" attributes. (Also use them to sell.) • Title attributes (don't confuse this with Title Tag). • Headlines and headers. • Use keywords as your links • Use <a name=> Links. • Table caption tags, if appropriate. • Image captions, if appropriate.
Make the site keyword and content rich• Build content. • Have content throughout the site. • Make it unique content. • Keyword placement and frequency are important — not too little, nor too much. • Be sure it's written VERY well. You should be conscious of the way you embed keywords, but your visitors shouldn't be aware of it at all. Make human visitors your first priority. Give them concise, highly readable web copy that quickly delivers what they were looking for, and lead them directly to the action you want most -- be it a sale, phone contact, email, a download, etc.
Avoid the unintended faux pas• Avoid invisible text. • Avoid teensy-weensy text.
Optimize your entire site.• Optimize your interior pages. • Give each page its own focus.
Manual submission.• Submit to Search Engines and Directories. For each Directory, select your category and word your description carefully. • Know what you submission software does, and keep it careful. • Do not oversubmit. • Some, including Google and Yahoo, accept site map submissions in certain formats. • Plan Open Directory (dmoz.org) and Yahoo Directory carefully. Read ALL the instructions at ODP. Leave Yahoo till last, and only if you need it.
Link popularity• Cultivate quality links and avoid garbage links. • Write custom emails. • Suggest the page you should be on, and if not self-evident, briefly explain why. • Offer descriptions they can use. • Ask them to link using a keyphrase of yours, but not the same one for every partner. • Reciprocate conservatively. Don't water down your pages. If your site will really make the other one more valuable to its visitors, the site should want to link to you regardless. • Links from Yahoo and Open Directory count bigtime. • There are ways tools to search for sites compatible with yours, and which link to your competitors. Also try Ken Evoy's Value Exchange. • Participate meaningfully in Web 2.0 communications — blogging, social networking, etc. (The value in this goes beyond just SEO.)
Server-side• Evaluate any server-side techniques you are using, for honesty and SEO compatibility. • Don't delete or rename old pages that are well indexed. Instead update them, or politely redirect to the new one(s), manually or automatically (depends). • Keep the site active. Re-upload various pages now and then, after making small revisions. • Be sure pages appear quickly and without errors.
Do bridge pages/landing pages honestly• Build bridge pages if/as needed, and give them true content. • Evaluate Pay-Per-Click directory opportunties, and plan for clickthrough tracking.
Convert visitors into sales.• Improved sales conversion often outweighs improved SEO performance.
Keep at it.• Do it again.
If you have a question about your SEO project, existing or planned, please write, or call me. copyright ©2005-2008 Randall Rensch All Rights Reserved Do you have a project, question, or suggestion in mind? Let's put our minds together.
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