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this is agreed, the marketer can start his work.

2: The real work begins with the keyword and competition research. This provides the
basis for all subsequent activities.

3: Navigation proposal and layout of web pages. A navigation proposal can now be made
based on the information from step 2. It is also determined per page for which keywords
it will be optimized. This proposal also determines which type of content will be placed
on which pages. In this step, the layout of the most important pages can be made.

The navigation proposal and layout are set up schematically in, for example, Excel,
Photoshop or Adobe XD. The proposal is discussed with the client and after approval can
be started.
On the basis of an approved navigation proposal and layout, the customer knows exactly
what he gets and the web builder knows what he has to make!

4: : Web building and content creation. While the web builder builds the site, the con-
tent can be developed. This includes the texts, images, call to action, forms, etc. It is also
determined per page for which keywords it will be optimized.

5: The site is technically ready and the created content can now be placed.

6: Testing: If the site is still in a test environment (and the site can only be seen by
selected users) can be tested to see if everything works. A part of the
testing can be the user test. This user test is also used to improve existing websites. We
will discuss this in more detail in the next section. If all tests have gone well and the
client is satisfied, the site can go live

7: The site goes live. After launch, the site is linked to Google Analytics and Google
Search Console to monitor its performance.

14.1 Improving an existing site or shop

If website owners are not satisfied with the number of visitors on the site or the turnover of
the shop, the online marketer can be asked to improve the existing site.
Improvement actions usually consist of the following activities:

1: SEO QuickScan
2: Improve user-friendliness
3: Improving conversion

14.1.1 The SEO QuickScan
The SEO QuickScan (or mini SEO scan) is a quick way to determine the status of the current
optimization. By means of a number of targeted checks or questions, it is possible to quickly
determine where improvements are necessary and possible. An SEO QuickScan can usually be

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