Getting Started with a New SEO Project
Beginning search engine optimization efforts during the initial stages of a Web site project can save you time, effort, and money.
Beginning search engine optimization efforts during the initial stages of a Web site project can save you time, effort, and money.
It’s important to start every Web site development project by understanding the role of SEO in the project. The team of people working on the project has limited time, and most likely they have a schedule. Focusing them on the wrong things will produce less than optimal results.
Let’s focus in on the role of SEO in the project plan in the context of developing a new site. But these principles can be applied to any new SEO project with simple modifications.
Start the SEO effort before you write the first line of code. Search Engine Watch readers are probably aware of the following four points:
While you may already know these things, it’s also critical that senior managers who make decisions related to the Web site also understand them. They may need to receive some training on the nature of search engines and what needs to be done to obtain traffic from them. Try to get them to learn these critical points so they don’t unintentionally blow up the Web site’s chances of success.
Start Strategic
Even before we get to the nuts and bolts of SEO, we need to solve a couple of age-old marketing problems: What is the product and what is your plan for marketing it? In the case of a Web site, this starts with:
Develop your Link Building Plan Early
Because link building can affect your site architecture, it makes sense to figure out your plan at the start. Do you need a media outreach campaign? If so, what will cause the media to be interested in a site like yours?
Are you going to focus on social media? What will your site need to offer to do well in your target environments?
Whatever link building plan you settle on, you will need to answer this question: How will you stand out? You can’t win the Web site marketing game without answering this question well.
Being the 25th site to present a set of articles on a given topic won’t get you anywhere. You need to do something different. Figure out what that is, and then map that into your site architecture.
Summary
Getting your SEO started at the beginning of a Web site project is essential to success. It’s better, and cheaper, to take the time to do it right, than to take the time to do it over. While this column was tailored to new site development projects, you can modify it to apply to updating existing sites.
Review the site and determine how you would really like to structure it, and how you would like to market it. Then back up and take into account the Web development costs, and the impact of changing a Web site that the search engine has already learned quite a bit about (not something to be taken lightly). You will likely need to make some compromises based on these factors, but you will still be better off for knowing the optimal structure before you start.