Best Practice

SEO Best Practice: Structured SEO Processes

By Econsultancy,

This report is part of the Search Engine Optimization (SEO) Best Practice Guide 2012 bundle.


The SEO Best Practice: Structured SEO Processes Guide is part of Econsultancy's renowned SEO Best Practice Guide and contains everything you need to know about search engine optimization, whether you work for an in-house client team, independently or for an agency.

Built on the foundations of our previous, highly-esteemed report by digital marketing author and trainer Dr Dave Chaffey, this document will help you understand search marketing like never before. 

The document is invaluable for anybody working in internet marketing, or looking to appoint an SEO agency, or simply trying to secure better search enginer rankings.

It has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity. 

Make no mistake: this guide contains lots of actionable, real world insight. It will help you immediately start to improve your performance across the search engines.

Contributing author

  • Lisa Myers, CEO, Verve Search


  1. Structured process for site architecture & internal linking
    1. What is site architecture?
  2. Improving index inclusion
  3. Indexation as KPI
  4. Revising site architecture and linking strategy
    1. How does information architecture affect SEO?
    2. Getting consistency within site architecture
    3. Information silos and site architecture
    4. Strengthen your silos through tactical linking structure
    5. Using keyword research to sculpt site architecture
  5. Internal linking strategy including creation of link-rich pages
    1. Links from standard navigation
    2. Links from ancillary navigation (footers)
    3. Links from document listings
    4. Using design technologies in internal linking
    5. Sitemaps
    6. Body copy (inline links) and image links
    7. Benefits of internal cross linking
    8. Analysing site folders to determine linking strategy
    9. Links from newsletters and blogs on sub-domains
    10. Links between different sites owned by a brand
    11. Broken links
    12. Using analytical tools to review linking strategy
  6. Improve page template effectiveness
  7. Improve SERPs effectiveness
    1. What determines the effectiveness of your call-to-action within the SERPs?
  8. Influencing click behavior
  9. Refine SEO for homepage and other key pages
  10. Creation of themed site sub-sections for target keyphrases
    1. Doorway pages
    2. Other types of content which may help SEO
  11. Optimization of other existing pages
    1. Deciding which existing pages to optimize

A free sample document of the full SEO guide is also available for download


  • Pdf SAMPLE: Search Engine Optimization (SEO) Best Practice Guide (728 KB PDF)
  • Pdf Disabled SEO Best Practice: Structured SEO Processes (1020 KB PDF)

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