the art of seo(chapter three)

SEO Planning: Customizing Your Strategy

***Developing an SEO Plan Prior to Site Development***
Determining your available content assets is the first step toward leveraging them
within the context of SEO.The content you have available to you will also affect your keyword research and your site architecture, as your content is the major source of information that search engines use to determine what your site is about.

***Understanding Context: Market Competitiveness***
1.To get a very quick read on keyword competitiveness, use the Google AdWords Keyword Planner to see what your cost per click (CPC) could be if you bid on your target
phrase in a pay-per-click (PPC) campaign.
2.SEO tools such as SEMRush and SearchMetrics can provide insight into your competitors’ SEO performance.

***Advanced Methods for Planning and Evaluation***
1.SWOT analysis
2.SMART Objectives