Use absolute URLs instead of relative ones Content is high-quality, relevant, fresh and at least 500 words in length. Target search phrase is included in page headline. Target search phrase is included in at least one sub-headline. Target search phrase is repeated three to 10 times within body copy. Page includes relevant images and/or graphics that help illustrate the target search phrase. Captions for images and/or graphics include the target search phrase. Content and/or tools and resources on the page are so good that visitors will want to share your link with others and post your link elsewhere. Location: If you are optimizing for specific country, state, city or regional names, be sure they are in your copy and perhaps in a page footer. No misspellings or poor grammar. Yes, the search engines downgrade for either. Inclusion of social media links and / or user discussion or reviews. Pages with active visitor interaction are scored higher than static pages. Title tag: Every page should have an HTML title (enclosed in tags). The title copy should be unique, include the target keyword or target phrase, and must be 70 characters or less (any longer, and Google will truncate it anyway). Consider appending your brand or company name at the end of your title tag to increase brand awareness. Using video, PowerPoint, audio, pdf, etc. Use well researched keywords Have an editorial calendar Use Google trends to learn what the trends are Use catchy
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of the publisher. Requests for permission should be directed to permissions@hbsp.harvard.edu, or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163. Library of Congress Cataloging-in-Publication Data Dyer, Jeff. The innovator’s DNA : mastering the five skills of disruptive innovators/ Jeff Dyer, Hal Gregersen, Clayton M. Christensen. p. cm. ISBN 978-1-4221-3481-8 (hardback) 1. Creative ability in business. 2. Technological innovations. 3
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