April 21, 2010 Ken Lyons Senior Online Acquisition Marketing Manager How to Organize & Create Content for SEO
Agenda Learn how search engines (i.e. Google) decide whether or not to send you traffic Learn how to structure your site so you’re more likely to drive lots of relevant traffic Learn how to structure your content to attract precisely the right type of traffic for each page on your Website Learn how to find all of these great keywords that you need to be targeting via site structure and on-page content
What Google Likes If someone looks for “venture capital” Google wants to find a page that: Is about “venture capital” – The page needs to strategically mention the key phrase “venture capital” on the page Is a popular definition of “venture capital” - Other trusted pages link to this page as a good definition for venture capital
Which Site Deserves More Credit from Search Engines? More & Better Links = More Trust by Google Linking Pages… Who They Link To… A B Your Page C D Your Competitors’ Page E F Lots of high quality links, even links from your own site, tell Google that a page is important.
How Relevant is a Page for the Targeted Keywords? Author web content that is... Specifically themed around narrow subjects Includes long-tail keyword variations in the page copy Organize content with relevant intelligent information architecture!
How to Structure Your Site Identify a portfolio of keywords to target Match the importance of a page within your site with the competitiveness and popularity of a keyword you target Create a “pyramid” of keyword targeting
Real World Examples of Keyword Targets Home Page (1 Page) Top Level Pages (~5 pages) Lower Level Pages (Multiple Topical Pages)
How to Target these Keywords Page-By-Page How do we target keywords on a page? Select 5-10 closely related keywords, and use them within the page’s: Page Titles Description Meta Tag URL structure Site Navigation Anchor Text Heading Tags Image Alt Attributions These elements are all from Google’s own SEO starter guide: http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf
#1 - Optimizing Title Tags Title tags (#1 above) tell the main focus of your page – be sure to include your target keyword. Read more here: http://www.wordstream.com/blog/ws/2009/08/05/seo-title-tag-formulas
#2 - Optimizing Meta Description Meta Descriptions (#2 above) serve as your “search engine results page (SERP) advertisement” – use the space to sell your page to searchers, and speak directly to their interest/search query. Resource: http://www.wordstream.com/blog/ws/2009/11/19/meta-description-mutiny
#3 – URL Structure URLs (#3 above) and file names – try to keep clean URLs and file names with keywords .
#4 – Site Navigation or Information Architecture (“IA”) See earlier slides – create a Google-friendly site structure Use keyword-rich text in linking through your information architecture (bread crumbs, navigation menus, etc.)
#5 – Anchor Text Anchor Text – The text that is linked to bring the visitor to a new page. The bolded portion here is anchor text: <a href=“http://www.venturefundingsite.com”>venture capital</a>.
#6 – Heading Tags Heading Tags – “Headlines” within your body copy. Represented by h1, h2, h3, etc. “tags” and manifested as below:
#7 – Alt Attributes Alt Attributes – These provide text that serves as an alternative to an image, so that certain browsers and screen readers – as well as Google – can tell something about an image from a text description.
Keyword Research – Finding the Keywords to Put on the Pages So how do you determine which keywords to target on all of these pages and through this Google-friendly site structure? Leverage Keyword Tools: Search Based Keyword Tool: (http://www.google.com/sktool) Google Trends: (http://www.google.com/trends) Alexa Search Analytics (http://www.alexa.com/) Compete.com Keyword Spy (http://www.keywordspy.com/) SEM Rush (http://www.semrush.com/) SpyFu(http://spyfu.com/) WordStream (http://www.wordstream.com/) Many More…
Keyword Research – Finding the Keywords to Put on the Pages WordStream for SEO offers dynamic information architecture tools and integrated content authoring tools so that you can create site structures and content that Google will love.
Learn More – Site Structure & Content Optimization for SEO Thanks for Joining Us! Here are some resources you may be interested in: SEO Best Practices White Paper: http://www.wordstream.com/seo-white-paper WordStream for SEO Free Trial: https://www.wordstream.com/seo-free-trial