In previous chapters, we focused our discussion on the tools you need to get your site technically prepared for an SEO campaign. This chapter focuses on the strategy side of things. We look at the decisions you need to make to create an effective SEO strategy for your site, how to implement that strategy, and how to get your site ready for launch.
The first portion of the chapter is focused on high level planning, with an extensive discussion of approaches to keyword selection and a recommended process. Once you've decided on your keyphrases, you need to liaise with the content creators to assure that your search engine strategy is reflected in your content creation efforts and your metadata management. In the second part of the chapter we look at the role content creation plays in SEO. In the final portion of the chapter we look at some useful third-party tools that can assist you with getting your site into the search engines and thereafter assist with...