Matt Bailey, President SiteLogic [email_address]

Keyword Research

Top Secret Ranking Algorithm

Make a site with a clear hierarchy and text links . Every page should be reachable from at least one static text link. Offer a site map to your users with links that point to the important parts of your site. Create a useful , information-rich site, and write pages that clearly and accurately describe your content . Think about the words users would type to find your pages, and make sure that your site actually includes those words within it. Try to use text instead of images to display important names, content, or links. Make sure that your title and alt tags are descriptive and accurate.

Make a site with a clear hierarchy and text links . Every page should be reachable from at least one static text link.

Offer a site map to your users with links that point to the important parts of your site.

Create a useful , information-rich site, and write pages that clearly and accurately describe your content .

Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.

Try to use text instead of images to display important names, content, or links.

Make sure that your title and alt tags are descriptive and accurate.

Provide a text equivalent for every non-text element. Provide redundant text links for each active region of a server-side image map. Clearly identify changes in the natural language of a document’s text and any text equivalents (e.g., captions). Organize documents so they may be read without style sheets. Use the clearest and simplest language . Ensure that dynamic content is accessible. Clearly identify the target of each link .

Provide a text equivalent for every non-text element.

Provide redundant text links for each active region of a server-side image map.

Clearly identify changes in the natural language of a document’s text and any text equivalents (e.g., captions).

Organize documents so they may be read without style sheets.

Use the clearest and simplest language .

Ensure that dynamic content is accessible.

Clearly identify the target of each link .

Why Accessibility? Search Engine Search Engine

- Jacob Neilson

- Jacob Neilson

Headlines Meaningful sub-headings Bulleted lists Headers: one idea per paragraph Content Arrangement : Inverted Pyramid Half the word count – Double the retention

Headlines

Meaningful sub-headings

Bulleted lists

Headers: one idea per paragraph

Content Arrangement : Inverted Pyramid

Half the word count – Double the retention

HammerTime, inc.

Multi-Layer Fibrous Impact Fastener

Nail

Rule #1 Call products what they are Don’t define the market – listen to it!

Call products what they are

Don’t define the market – listen to it!

“ We think that we need to rank #1 for the term “nail” and “nails,” as those have the most . . .” HammerTime, inc.

“ We think that we need to rank #1 for the term “nail” and “nails,” as those have the most . . .”

Courtesy: Joe Kraus, JotSpot, http://www.longtail.com

Referrals per keyword Top 30 terms referred: 2,916 visitors Keyword Phrases Children’s music publisher Next 4,640 unique terms referred: 8,366 visitors

Keyword Phrases Referrals per keyword Children’s music publisher Most sales generated from these key phrases . . .

Rule #2 Don’t get confused by Big Numbers

Don’t get confused by Big Numbers

Digital camera Megapixels Fuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs

Rule #3 Your keyword strategy cannot focus on 1 or 2 words . . .

Your keyword strategy cannot focus on 1 or 2 words . . .

<title> nails, nail, hammertime nails, roofing nails, finish nails, nail guns, nail gun safety, interlayer forced friction fastener, buy nails, e-commerce nails, more nails,copper nails, aluminum nails </title> HammerTime, inc.

<title> nails, nail, hammertime nails, roofing nails, finish nails, nail guns, nail gun safety, interlayer forced friction fastener, buy nails, e-commerce nails, more nails,copper nails, aluminum nails </title>

60 Characters

Rubber Band Powered Hover Craft

Rule #4 Focus on Your Marketing Message

Focus on Your Marketing Message

<a href=“ link.html ”>keyword anchor text</a> keyword anchor text

Engagement for Content Based Site (conversions = subscriptions)

Engagement for The Lactivist

Geek Toys v Paramount Zone

Geek Toys v Paramount Zone

ParamountZone.com

Rule #6 Users Come First

Users Come First

www.slideshare.net/sitelogic www.SiteLogicMarketing.com/blog Today’s Presentation:

Matt Bailey, CEO SiteLogic [email_address]