1. Using the SEO Template
This SEO Template will let you organize your website's on-page SEO (optimization); More Tips
formulizing a plan, making it easier to coordinate pages and keywords, and track changes * Plan each SEO
and results all in one place. To make this template easy to use, this cover sheet will break * Use a variation o
down how to use each section within the template, highlighting nuances and giving you * Optimize each p
tips for maximum productivity. * Once you finaliz
along to someone
Content Type Simplify your take
Note: this will sea
The content type denotes the type of page you are working on. Is it your home page or an offered by the Hu
internal page? Is it a landing page or a blog post, a product page or a thank you page
etc.? It's important to note which page you are editing to keep track of how the edits relate
to the overall mission of the page.
Current URL
The current URL is something that can be entered manually or exported from a site
crawler report. HubSpot's Page Performance tool (under Reports) allows you to get an
export of all indexed pages of your site where you can just copy and paste the URLs. If
you are not using HubSpot you can try using a free tool like Xenu's link crawler
(http://xenus-link-sleuth.en.softonic.com). Note: inevitably you will have to do some sort of
file clean up as an tool will give you pages that you may not want to optimize. Organize
your template/spreadsheet by order of importance and focus on optimizing 5-10 pages a
week based on the URL.
Current Page Title
Page titles will be exported with either tool mentioned above (in the "current URL"
section).
Current Page Description
Page descriptions will be exported with either tool mentioned above (in the "current URL"
section).
What's the purpose of the page?
This is something you will want to manually define (perhaps for each page or for a group
of pages). Define the overall goal of this page. Is it to provide product information, define
a solution, serve as FAQ etc. What's the end goal? Has the content on this page
delivered that purpose?
Who is the target audience?
Everything with SEO starts with this key concept. Your target audience or buyer persona,
as it's sometimes called, is the one for whom you are writing your content. If you do not
know who you are writing for your content will be aimless. Clearly define which persona
type a page targets.
Edit Date
Make a manual note each time you edit a particular page. In the end you cannot edit all
pages at once so it will be good to note when changes occurred, especially if you have to
report progress back to someone (a boss or a client).
New Page Title

2. This is where the planning starts. Manually note/plan what you want your new page title to
be for a particular page. Best practice for page titles is "Keyword | Keyword Variation".
See example on the optimization template. The goal here is to lay out the purpose of the
page without being redundant.
Page Title Length
The length columns will make sure that you adhere to certain character limits. This will
automatically be calculated for you. The recommended length for page titles is 70
characters. Tip: a quick and easy optimization project may be to update all page titles that
are longer than 70 characters.
New Page Description
Enter your new page description. This should be a short declarative sentence that
incorporates your keyword, as you laid it out in your page title, in some form. It should not
have content verbatim as you have it on the page itself.
Page Description Length
The length columns will make sure that you adhere to certain character limits. This will
automatically be calculated for you. The recommended length for page descriptions is
150 characters.
Target Keyword
Think of your target keyword as the designated topic for a particular page. Define 1 topic
only per page. This allows you to go more in to depth and provide detailed information.
This means that you are also only optimizing for 1 keyword per page. Note: there a few
exceptions to the rule. For instance your home page. The goal of your home page is to
explain what your entire website/business is about and thus you'll need a few (4 typically)
to do that. Overview pages, like a Product page, which outlines what all of your products
may be, may also be optimized for a few keywords. Ultimately this is in the best interest of
your readers/audience because you are helping to explain content and context.
Content
Your content needs to be thorough, clear and provide solutions. Again, write for your
target audience. How can you help them? Compelling content is also error free - check
spelling and grammar. Aim to have at least 500 words per page. Format content to make
it easier to read and digest.
Header
The use of headers as formatting helps make content easier to read and digest. It
provides visual cues to your readers and search engines. Typically the very first header is
an H1 on a page. That isn't always the case nor necessary as long as you have clearly
defined the purpose of the page somewhere at the top.
Subheaders
Subheaders serve the same purpose as headers, only to break up the content, visually,
futher into smaller bite size chunks.
Images

3. Another great visual cue to your readers is an image. An image on your page (for blog
posts in particular) is a great anchor and draw to your content. Have the image be
relevant and related to your content and large enough to draw interest. Be sure to name
the image file appropriately. The same rule applies, name it with a keyword and provide
context too. For instance name it "keyword_and_how_it_relates.jpg" rather than
"image123.jpg". Also provide an alt text whenever possible.
Internal links
Anytime you have content that makes a reference you need to provide a link to that
referring source, whether it is your own content or an outside source. When you link to
outside sources you have the option of passing SEO credit or not. When you do not pass
credit that link is "no-follow", meaning a search engine crawler will not follow that
URL/link. As long as the site is a reputable source however best practice is to provide
SEO credit to that source as you link to it. You should also link to content that provides
more indepth information. For instance, if you have an overview page where the goal is
just to highlight and briefly touch upon a subject, and you have a deeper internal page
that goes into more detail ... be sure to link to that internal page. The text you use to
create the hyperlink is called the anchor text. Often you'll see the words "click here" or
"read more" as an anchor text. That works when appropriate, however, whenever
possible naturally incorporate a few words (ideally including a keyword) to the referring
page.
Social Media Sharing
Social is a big SEO component. How people use your content is a critical factor of a
page's performance. Make it easy for people to share your content by including share
links in a visible place.
Call to actions
Every page of your website is a conversion opportunity. Every page of your website must
include at least 1 call to action. Many pages may have multiple call to actions. When
possible include a call to action at each stage of the buying funnel - Top of the funnel
(TOFU), Middle of the funnel (MOFU) and Bottom of the funnel (BOFU). As you add or
edit/update call to actions (perhaps making them more relevant) be sure to also note
conversion rate changes.
Notes
Make notes if needed. You may want to note if a page needs to be updated entirely
because the content is out of date. Or perhaps a topic needs to be explained further and
thus you want to blog more about it. Note if a page needs to be moved or if the URL
changes if a 301 redirect needs to be set up etc. It's a good place to track to-dos.

4. More Tips...
* Plan each SEO element in columns B-AH on the next tab.
* Use a variation of the "Target Keyword" in each element.
* Optimize each page for one term only.
* Once you finalize your SEO plans, implement these changes on your website. or pass
along to someone (IT or a 3rd party) to implement for you.
Simplify your take time to complete, aim to by using5-10 pages a week. tools like those
Note: this will search engine optimization work on professional SEO
offered by the HubSpot Software. Learn how with a free personal demo!

7. Scroll to the right to complete template >>
Plan each SEO element in columns B-AH. Use a variation of your Target Keyword in each element.
Content Type Current URL
i.e. website page, blog
post, landing page etc.
Example
http://www.domain.com
(home page)
Home Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page

8. Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page

9. te template >>
Use a variation of your Target Keyword in each element.
Current Page Title
Company Name :: Internet Marketing Systems, Internet Marketing, Marketing Software

11. Length Current Page Description
70 character
max
82 Internet Marketing Software, Internet Marketing, Marketing Software
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13. Length What's the purpose of the page?
150 character
define value proposition
max
67 home page, explain scope of business
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15. Who is the target audience? Edit Date
define persona
enterprise, 200+ employees, technical MM-DD-YY
Today's Date
Today's Date
Today's Date
Today's Date
Today's Date

17. New Page Title Title Length
70 characters max, separate keyword phrases w/pipes (keyword | keyword) 70 character max
Internet Marketing Software | Product Name & Type 49
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19. Description
New Meta Description
Length
150 character
150 characters max. Short sentence.
max
Company name's internet marketing software has XYZ for XYZ persona. 67
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20. 0
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21. Target Keyword Content
is it current? (y/n)
Internet Marketing Software needs to be updated. See Google doc.

23. Header Subheaders
incorporate keyword incorporate keyword variation
All-in-one Internet Marketing Software Update: Product specific sections

25. Visual Content
Image(s): keyword inclusive file name
/images/internet_marketing_software_demo.jpg

27. Visual Content
Image(s): alt text Video Other
free demo of our internet marketing software

29. Links
anchor text(s)
links to specific product pages and case studies, link to landing pages

31. Social Media
Sharing
destination page(s) y/n TOFU
http://www.domain.com/internal-page Yes whitepaper download

33. Calls to Actions
TOFU Pre
TOFU Post Optimization MOFU Pre Optimization
Optimization MOFU
Conversion Rate Conversion Rate
Conversion Rate
12% 25% needs to be worked on NA

35. NOTES
BOFU Pre BOFU Post
MOFU Post Optimization
BOFU Optimization Optimization
Conversion Rate
Conversion Rate Conversion Rate
13% free demo offer 5% 15%