SEO Preparation  Keywords  Dr. S. Ann Becker    Florida Tech
Before Getting Started…        Be Sure You Defined Business Goals   Answer the following questions:     What are my busi...
Keyword Selection   Keyword (and term) selection is critical to    users finding your site.       These are the words or...
To Do List     Keyword identification.     Keyword resources to expand and      validate your list.     Keyword data to...
Keywords       Use your business goal worksheet to drive        the keyword list.       Use the Keyword List worksheet t...
Keywords (cont.)     Fill in seasons, holidays, and other special      occasions that are serviced by your site:        ...
Keyword Tools    Keyword tools to help you get started:         SEOBook:               http://tools.seobook.com/keyword...
Keyword Information     Trends:           Google hot trends:                http://www.google.com/trends/hottrends     ...
Ranking   Once you have completed the keyword list, then it is    important to rank them.       Use the Rank Tracking Wo...
Indexed Pages     The basic truth is that if your Web page is      not indexed, then it cannot be found.           Check...
Total Pages Indexed            Let’s start by checking your domain name.                   Use Google or MSN and type th...
Landing Pages Indexed     Let’s check each landing page to see if it      shows up in search engine results.           E...
Landing Page Notes    It is often recommended for a Web site to     have no more than ten landing pages.    Web sites wi...
Inbound Links    You want lots and lots of inbound links to     your Web site.          Improves your search engine rank...
Site Assessment    For each landing page assess:          Unique HTML page title.          HTML page title contains tar...
Competition (To Do List)     You will perform the following steps in      assessing your competition:           Identify...
(1) Identify Top Five Competitors     Try to select the top competitors as follows:           Business competition – kee...
(2) Snoop Around    Google Tool Bar – free add-on to your browser.     Download at: http//toolbar.google.com/         Ch...
More Data     There are several tools that can provide      additional information about your and your      competitor’s ...
(3) Assess On-Page Factors    Check out your competitor’s site.    Look for:         Competitor keywords              ...
(4) Assess Off-Page Factors   Check out factors that competition cannot    control.       Ranks –assess the ranking of e...
(5) Paid Competition     Check out the top competition in terms of      the sponsored advertising.           Search on c...
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Lesson 4 seo preparation final steps

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Transcript of "Lesson 4 seo preparation final steps"

  1. 1. SEO Preparation Keywords Dr. S. Ann Becker Florida Tech
  2. 2. Before Getting Started… Be Sure You Defined Business Goals Answer the following questions:  What are my business goals?  What are the basic elements of my Web site that support my business goals?  What is my overall assessment of my Web site in meeting business goals?  Who do I want to visit my Web site?  What do I want visitors to do on my Web site?  Which pages do I want my visitors to visit on my Web site?  How do I get started in marketing my Web site to meet my business goals?
  3. 3. Keyword Selection Keyword (and term) selection is critical to users finding your site.  These are the words or phrases typed into search engines.  They are strategically selected descriptive words or phrases that Benefits include:  Increase in click-throughs on search engine results because key words are relevant to the site content.  Higher rate of conversions once user visit your site because it is what he or she looking for.
  4. 4. To Do List  Keyword identification.  Keyword resources to expand and validate your list.  Keyword data tools.  Keyword data gathering.  Your short list. Note: There is no guarantee that your site will rank in the top based on the name of your company. It is a good idea to include it in your keyword list.Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  5. 5. Keywords  Use your business goal worksheet to drive the keyword list.  Use the Keyword List worksheet to fill in keywords:  These may include:  Company name  Products and services  Generic descriptions  Specific descriptions  Market terms Partial illustration of the template.  Customer needs and how they are filled  Unique aspects of meeting these needsReferences:.seobook.com, google.com, web.com, Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  6. 6. Keywords (cont.)  Fill in seasons, holidays, and other special occasions that are serviced by your site:  Tax time  Mother’s Day  Thanksgiving  Fill in misspellings, slang, and abbreviations  Fill in Location:  Variations of company name (ToysRUs, Toys Are Us)  Variations of company location (St. Cloud, Saint Cloud)Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  7. 7. Keyword Tools Keyword tools to help you get started:  SEOBook:  http://tools.seobook.com/keyword-tools/seobook/  http://tools.seobook.com/keyword-tools/  Wordtracker:  http://freekeywords.wordtracker.com/  Google:  https://adwords.google.com/select/KeywordToolExternal  Search Engine Genie:  http://www.searchenginegenie.com/google-suggest-scrapper-tool/index.php  Microsoft AdCenter Tools:  http://adlab.msn.com/KeywordContent.aspx  WordZ tool (subscription fee):  http://www.wordze.com/  Keyword Selector Tool:  http://www.keyword-selector-tool.com/ Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  8. 8. Keyword Information  Trends:  Google hot trends:  http://www.google.com/trends/hottrends  Yahoo! Buzz:  http://buzz.yahoo.com/overall/  Microsoft keyword forecast:  http://adlab.msn.com/ForecastV2/KeywordTrends Web.aspxSearch Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  9. 9. Ranking Once you have completed the keyword list, then it is important to rank them.  Use the Rank Tracking Worksheet to identify keyword ranks.  Take each keyword on your Keyword List and search for it using a popular search engine site (e.g., Google, Yahoo!).  Record only listings in the organic ranking area.  Scroll through a reasonable number to find a listing.  Look for your competition as you search through the listing.  Look for any “bad” listing associated with your Web site.  Broken links  Pieces of information that doesn’t make sense  Note on your worksheet the rank (if any) of each keyword.Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  10. 10. Indexed Pages  The basic truth is that if your Web page is not indexed, then it cannot be found.  Check how many Web pages are indexed.  Check how many landing pages are indexed.Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  11. 11. Total Pages Indexed  Let’s start by checking your domain name.  Use Google or MSN and type the following string into the search box.  site:yourdomain.com (e.g., Books4U.com)  Check out www.cwire.org/data-mining-using- google/1 for more of Google’s search engine query language.  Note how many pages were found.  Do this for the other popular search engines.References:. Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub.,. 2006, Indianapolis, IN.
  12. 12. Landing Pages Indexed  Let’s check each landing page to see if it shows up in search engine results.  Enter the URL into the search box.  If a listing is displayed for the exact URL, then the page is indexed.  Otherwise, it has not been indexed yet.  In the previous lesson, we learned how to submit the URL to search engines to get it indexed.Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  13. 13. Landing Page Notes  It is often recommended for a Web site to have no more than ten landing pages.  Web sites with lots of products may choose to have a large number of landing pages.  Blogs should have every posting a landing page to drive traffic to the site.Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  14. 14. Inbound Links  You want lots and lots of inbound links to your Web site.  Improves your search engine ranking.  Brings users to your site through the link.  It is worth the effort to get other sites to link to your site.  Keep in mind link quality is also important.  Check out article: www.webmasterworld.com/forum3/201  Check out link popularity tool: http://www.marketleap.com/Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  15. 15. Site Assessment  For each landing page assess:  Unique HTML page title.  HTML page title contains target keywords.  The number of words of HTML text is 200 or more.  HTML exact on this page contains my exact targeted keywords.  My home page links to this page via HTML text links (not pull-downs, logins, or pop-ups).  HTML text links from other pages on my site to this page contain my target keywords.Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  16. 16. Competition (To Do List)  You will perform the following steps in assessing your competition:  Identify your top five competitors.  Snoop around on your competitor’s site.  Assess on-page factors.  Assess off-page factors.  Check out paid competition.Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  17. 17. (1) Identify Top Five Competitors  Try to select the top competitors as follows:  Business competition – keep on top of your competitors as this may change over time.  Might be a new competitor around the corner.  Existing competitor adds products or services.  Search competition – assess top ranked Web sites.  Take a look at both quality and content of information in the listing.  Pay-per-click competition – you may want to view the competition in the sponsored ads.  Check out listings that are not really competition but share the same targeted keywords.  “Happy days dog kennel” might compete with the TV show called “Happy days”Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  18. 18. (2) Snoop Around Google Tool Bar – free add-on to your browser. Download at: http//toolbar.google.com/  Check out the “PageRank” bar.  Gives the page rank value for the current page.  A second option is Fagafinder.com/urlinfo/, which also provides rank information. View Page Source – use browser feature to view competitor’s HTML code.  Internet Explorer – View and then Source  Firefox – View and then Page Source Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  19. 19. More Data  There are several tools that can provide additional information about your and your competitor’s site.  Alexa.com  Compete.com  Go to the Alexa tool and check out statistics on ranking, site traffic, inbound links, site owner information and related links.Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  20. 20. (3) Assess On-Page Factors Check out your competitor’s site. Look for:  Competitor keywords  Page content (visible)  Meta keyword tags (invisible) Record the keywords in the Competition Worksheet. Basic Optimization:  Assess competition homepage (and a few landing pages) HTML content.  Competition has its target keywords in HTML page title  Competition has visible content with target keywords  Landing page(s) can it be reached from homepage Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  21. 21. (4) Assess Off-Page Factors Check out factors that competition cannot control.  Ranks –assess the ranking of each top competitor on Google, Yahoo!, MSN, & Ask.  Inbound links – Use the same tool that you used to find the number of inbound links to your site.  Find the number of inbound links on the homepage and a couple of landing pages.  Record the number of inbound links in the Competition Worksheet.  Google PageRank – Use the Google Toolbar (PageRank bar) to find the competitor’s rank.  Record the rank in the Competition Worksheet.Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
  22. 22. (5) Paid Competition  Check out the top competition in terms of the sponsored advertising.  Search on company name  Search on product or service offerings  Search on general terms  Fill in the PPC (pay-per-click) assessment on the Competition Worksheet.Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.
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