13.1. Create an Elevator Pitch

A good way to begin planning your SEO campaign is to create an elevator pitch.

An elevator pitch is a one-or-two sentence "story" that makes your offering and target audience crystal clear. So named for something one could deliver between stops on an elevator, one of the most important aspects of the elevator pitch is its succinctness.

A good elevator pitch is dramatic, tells your story, and can be used for sales purposes. Most important, if your elevator pitch is right, you should be able to use it to understand the most important keywords to use from an SEO perspective.