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Objectives Setting

This does not require any explanation, other than that you must set clear goals for your campaign. Without 'SMART' objectives you will have no focus and will lack feedback measurables. Typical 'SMART' objectives can be:-

• Increase unique visitors to 5,000 per month by March 2005
• Increase number of information requests to 25 per month by March 2005
• Achieve Top 10 positions for 15 selected search phrases by March 2005

- Project Plan & Timescales

This might seem dull, but it is crucial. Without it, you will have no structure to what you are doing and when you are going to do it by. Even the most disciplined person would find this useful, as it breaks down all the stages into manageable chunks.

- Search Phrase Analysis & Selection

Don't skim read this section if you think it's good enough to get your keywords from your Google Adwords account or Overture's Suggestion Tool. Although useful, the information is far too basic to provide really intelligent information to guide you. Always remember that this stage is 'THE' most important stage of your SEO campaign, so it's vital to get it right.

Here are some golden rules:

• Do not simply choose Keywords that generate the most impressions or relevant searches
• Remember that there will be hundreds or thousands of search phrase combinations
• Take into consideration the competitiveness of each keyword. Trying to achieve rankings for phrases that have 10 million competing sites will be difficult, if not impossible
• Look for niche keywords that generate good impressions that have relatively low numbers of competing sites
• Assign % relevancy scores to each keyword in order to create a list of highly relevant phrases that you know will generate quality traffic