When putting the framework for a solid optimization campaign, you have to spend some time evaluating various aspects of your site. This evaluation gives you an idea of any shortcomings the site has, what will be required to overcome the competition, and will then allow you to map out an effective strategy for success. But there is more to the evaluation than just looking at how the website currently performs in the on- and off-page analyses.
In the first two parts of this series, I addressed which on- and off-page elements that need to be analyzed in order for you to determine the actions necessary to create a successful campaign. But before this type of analysis is performed, there is another crucial aspect that should be analyzed first.