2012 New Year’s SEM Checklist

New Year, New YouSlideshare.net/schipulsem

Schipul – The Web Marketing Company

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Schipul.com/2012-SEM-checklist

Caitlin Kaluza @qcaitTheSemBlog.com | @SEMBlog | slideshare.net/schipulsem

1. Run the Keyword Density Analyzer Report on your Homepageat schipul.com/sem-tools

You should see your brand name, your top keyword phrase, & your geography

2. Update (or Create) your List of Top Keywords

Use Google keyword tool to analyze competition vs. demand

Also look at data filtered to mobile devices

Start with 5 for your homepage, can also include 5 for each of your top service pages

3. Come up with a 2012 Goal for your website - What is the #1 thing you want people to do?

For Instance – Sign up for the newsletter, buy tickets, donate, fill out a membership application, fill out contact form

With a quick look at your homepage - is that goal clear?

4. Scrutinize Your Navigation

• FIRST: Talk about what you do• Use keywords in your headers where you can• No more than 10 items in the main nav (7 is better)• Don’t be afraid of using a utility nav• Sell your Goal• Ask people with fresh eyes - your new intern, your mom, etc.

5. Look for Duplicate Content

Look for internal and external duplication

Tools: Blekko.com (requires free account) & Copyscape.com

6. Set up Monthly Reports to be Emailed from Google Analytics

Set up Dashboard & Schedule a Monthly Report

7. Pull a Report of Top 10 Pages, Top 10 Sources, Top 10 Keywords

Look at 2010 vs. 2011 for what changed

• What dropped off the list?• What is new?• Why?

8. Make a list of 6 new pages you want to write in 2012

• Additional Product/Service Details• What Checklist would help your

customers?• What content would help your sales

team?• What do your current customers

want to know?• What do your potential customers

want to know?• What services don’t have a lot of

detail on the website• What location specific content can

you add?• What questions do you get asked

often?• Industry Specific Content

9. Claim Your Local Listings

Google Places, Bing, Yelp, Etc.

For more: schipul.com/help-files/intro-to-google-places/

10. Look at your website on an iPhone, iPad, & Android

• Search for your top keyword• Make sure site is easy to read - clear text and photos• Site should Load Quickly

11. Read the Web Marketing Fundamentals

schipul.com/web-marketing-fundamentals

More web marketing training available at schipul.com/training

Website Resolutions for 2012

1. Add new content regularly– Pages, Press Releases, Articles, Photos, Videos,

Events, etc. etc.– Create shared documents: Editorial calendar,

page/blog post ideas– Add Local content when possible

2. Look at Stats every Month– Look for changes– Come up with one action item based on stats

3. Let Your Website be a Living Thing

DOWNLOAD THE PDFSchipul.com/2012-SEM-checklist

Caitlin Kaluza | @Qcait | TheSEMBlog.comThis presentation available at slideshare.net/schipulsem