Setting SEO Strategy

Tory Gray is the Founder of The Gray Dot Company, a consultancy that helps businesses grow ROI through digital strategy, with a focus on strategic and technical SEO. In this guide, she outlines how to plan SEO, from identifying the right keywords, to building a sound keyword matrix, to creating ideal content and optimizing page structure.

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Questions covered in this guide:

Why is it valuable to invest in SEO optimization?

When should a company start thinking seriously about SEO?

What business strategy factors impact SEO strategy?

How does the tech that runs your website impact your SEO?

Who should own SEO? Where does it sit in the organization? What can you outsource?

How do you start to build an SEO strategy?

What are the technical SEO basics?

What are the steps for good keyword research?

How do you think about which keywords to use for SEO vs. Paid Search (Pay-Per-Click)?

What are the more advanced components of SEO strategy once you have a big, complex website?

What tools make SEO easier?

What are the most important pieces to get right?

What are the common pitfalls?

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