Preplanning and Organizing your Site

Start your SEO planning by inventorying your assets (which we cover in Book IV, Chapter 1). What do you have that can possibly enhance your web site? List all of your potential assets, not just those that are already online. Be creative and very open-minded at this point. Take stock of all of the following:

• Written materials you or your company has produced — brochures, catalogs, articles, user manuals, tutorials, online help, customer correspondence, and so on

• Videos of interviews, television spots, commercials, award acceptances, speeches, company events, and so on

• Audio recordings of radio interviews, original music, and so on

• Photos of products, people, events, buildings, properties, and so on