Keyword seo preparation final steps


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Keyword seo preparation final steps

  1. 1. Preparation Keywords
  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.
  5. 5. Keywords Use your business goal worksheet to drive the keyword list. Use the Keyword List worksheet to fill in keywords: Partial illustration of the template.
  6. 6. Keywords These may include:  Company name  Products and services  Generic descriptions  Specific descriptions  Market terms  Customer needs and how they are filled  Unique aspects of meeting these needs
  7. 7. 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 (Toys RUs, Toys Are Us)  Variations of company location (St. Cloud, Saint Cloud).
  8. 8. Keyword Tools Keyword tools to help you get started:  SEOBook:    Wordtracker:   Google:   Search Engine Genie:  tool/index.php  Microsoft AdCenter Tools:   WordZ tool (subscription fee):   Keyword Selector Tool: 
  9. 9. Keyword Information Trends:  Google hot trends:   Yahoo! Buzz:   Microsoft keyword forecast:  Web.aspx
  10. 10. 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.
  11. 11. 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..
  12. 12. Total Pages Indexed Let’s start by checking your domain name.  Use Google or MSN and type the following string into the search box.  (e.g.,  Check out 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.
  13. 13. 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..
  14. 14. 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.
  15. 15. 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: Check out link popularity tool:
  16. 16. 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..
  17. 17. 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.
  18. 18. (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”
  19. 19. (2) Snoop Around Google Tool Bar – free add-on to your browser. Download at: http//  Check out the “PageRank” bar.  Gives the page rank value for the current page.  A second option is, which also provides rank information.
  20. 20. (2) Snoop Around View Page Source – use browser feature to view competitor’s HTML code.  Internet Explorer – View and then Source  Firefox – View and then Page Source
  21. 21. More Data There are several tools that can provide additional information about your and your competitor’s site.   Go to the Alexa tool and check out statistics on ranking, site traffic, inbound links, site owner information and related links.
  22. 22. (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 .
  23. 23. (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.
  24. 24. (4) Assess Off-Page Factors 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.
  25. 25. (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..
  26. 26. Thank You!