Do not underestimate the importance of having a coherent SEO strategy. As we have stated several times in this book, SEO is a process. Like any process, you need to establish a set of parameters that guide the execution team and help assure that your efforts are coordinated and therefore most likely to advance your overall goals. There are many factors that affect a site's search engine optimization, hence, no part of the process exists in isolation and it is necessary to make sure all your efforts move in harmony.
For most companies, the initial steps in setting an SEO strategy focus on defining the product priorities and the target markets. As those issues are typically driven by the specific concerns of individual businesses, we're going to focus this discussion on the next step in the strategy process, that is, determining which keywords and phrases are most likely to deliver the type of traffic the site needs.
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