SEO is a monster, there’s thousands of:Onpage Factors to considerLink Building Avenues & methodsSEO is constantly evolvingThe game is changing, things are becoming more socialCompetition is growingWebsites need to have unique value propositionBecoming more transparent, more people are tracking ROI
We break SEO down internally into 3 segments:Tactical (40%) – Your research, the most important part imoStructucal (20%) – The onpage changes that have the impact (these cannot be executed without the Research)Promotional (40%)– Using PR/Social/Link Building to propel your content into the web
Tactical SEO is about preparation, how do you know which keywords to target or execute upon without the correct research?You do the research, use the tools then decide which actions to take.Goals & Objectives – What are the goals & objectives of your site?Opportunities – What are the opportunities for growth & keyword developmentPermutations – What language are people using to find your products & services?Gaps – Do you have long tail gaps in your current content or is your content too thin/not engagingInternal Search – What are YOUR users looking for when they use your site. Are they not finding what they’re looking for?Competitors – What search terms are your Competitiors targeting & why?Industry – What search terms are key in your industry?Seasonal Terms – Do terms for holiday accommodation in byron bay peak at certain times of the year? Are you planning around this? Do you have a content or SEO schedule?What’s the intent? Are people using commercial or informational terms to find your site Microsoft Adlabs has a commerical intent tool
During the process of Keyword Research you’ll need to compare data sources, DO NOT rely on a single source for all your data. The above example shows how Google’s Keyword data varies differently to Hitwise CI data (there’s no download related keywords, preorder keywords or price related keywords?). If you ran a price comparison website then the data on the left wouldn’t be very actionable for you?
Unfortunately the homepage is often the most underused pageQuick Exercise:Look in your analytics at the top performing productsLook at the top things people search for internallyResearch the keywords around these productsFor example you notice that you sell a lot of digital SLR cameras, you do your research & see the term “digital slr camera” & “digital slr cameras” are the top traffic permutations of digital cameras. You can now bring this content forward & link via the homepage using the anchor text.
Tactical content is the art of using existing content that you have in your database & segmenting it towards a tighter or more targeted keyword focus.Lets use the example above, you have a generic real estate site that lists everything at once when you search. Land, Apartments, Rentals etc. It’s easy to segment this data & create static pages for each group of terms. Have a static landing page that just shows apartments, one that shows land, one that shows rentals. You can then take the tactical content even further by generating location specific & state specific permutations.
Once you identify any tactical content area’s it’s pretty easy to bring this content forward & promote it. Homehound is a great example of this break things right down to a granular level. If you don’t have content around a specific term then how do you expect to rank for it?
Internal linking & navigation is key to good rankings. The Adobe reader example is a great example of the power of anchor text.
Advanced SEO Strategies Stuart McKeown, Product Director Edward Lakman, Sales Director 29th July 2009
Agenda
SEO Fundamentals
Tactical SEO
Structural SEO
Promotional SEO
Analytics & Conversion Optimisation
SEO is Complex
Structural Promotional Tactical Fundamental Components Sub Domains vs Sub Folders Meta Data Keyword Focus URL Structure Navigation Structure Accessibility Sitewide Optimisation Internal Linking Focus Social Media Video Syndication Press Releases Social Bookmarking Directory Submissions Article Submissions Competitive Analysis Keyword Research Keyword Gaps Content Gaps User Generated Content Segmenting Content
Tactical Preparation / Planning / Execution Improved rankings = more targeted traffic = more sales
Advanced Keyword Research Research Tools Actions Goals & Objectives Opportunities Permutations (i.e. cheap) Gaps in current Content Internal Search Competitor Search Terms Industry Search Terms Seasonal Fluctuations Commercial or Informational Hitwise CI Search Intelligence Clickstream Data Google Keyword Tool Google SK Tool Analytics Data MSN Keyword Estimate MSN Forecaster Optimise Meta Data Generate New Content Restructure Site Segment Customers Plan Seasonal Offers Increase Conversions Improved rankings = more targeted traffic = more sales
Compare Data Sources Data sources can be wildly different, always include multiple sources during the keyword research & selection process. Improved rankings = more targeted traffic = more sales
Prepare in Advance Plan SEO Activity & SEO Promotions Early.
Bring your Best Content Forward
Typically 90% of the backlinks to a website are pointed at the homepage.
The homepage is often one of the most underused SEO advantages
What are your top converting or performing pages? Bring them closer to the homepage to take advantage of that link juice
Use descriptive anchor text, avoid using language like click here or more info
Improved rankings = more targeted traffic = more sales
Identifying Tactical Content
Use database driven templates to generate additional content or sections that target a specific keyword theme.
Can you use your existing content better by segmenting it towards a different keyword focus?
Can you break keywords down to a city or suburb level (i.e. real estate melbourne)
Are you showing too much content on one page that could be split out into multiple pages?
Does your keyword research identify keyword gaps that can easily be filled?
Tactical Content Creation
Tactical content can be highly targeted for relevancy (i.e. Holiday Homes in Lorne)
Structure static pages for the content variations (i.e. yoursite.com/holidays-homes/lorne/
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