Note: Some people believe that making keywords in <H> bold increase SEO ranking for that keyword
Squidoo – create single WebPages just like the negative ones but with positive content to increase a positive reputation
The secrets of Search Engine Optimization (SEO) By Elizabeth Kulin www.KulinMarketing.com
What is Search Engine Optimization - SEO?SEO stands for Search Engine Optimization, which is the term used to describe the list of search results that you see when you search for something in a search engine (like in Google, for example). Internet users find results in search engines using keywords. The goal is for your website to show as high up in the listed results when an internet user searches a search engine using keywords related to your website. By optimizing your website, you can increase the chances of this occurring.
Why you should care about SEO It can help you rank It can increase traffic higher for specific to your website. keywords. It can help achieve It can improve the positive search performance of your engine results for site for users. your brand.
SEO TipsBe accessible/crawlable• Make sure to have more text than images for the search engines to read (especially as your H1 and H2). No flash and no iframes.Cross link on your site from page to page.• Hyperlink keywords and link them to internal WebPages that relate.Obtain links to your site from credible and highly visitedwebsites• If possible to control, make sure that the other websites hyperlink the keywords that you want to rank for back to your site’s appropriate pages.Get as much traffic to your site as possible and keep visitorson your site longer• Post your website urls as many places online and offline as possible and use interesting content, images, and video to retain their engagement once on your site.
The SEO ProcessAudit current website Keyword research Develop a strategy Implement strategy Ongoing management • Measure, refine, and measure again
Audit Current Site A good method is to go top to bottom for each page on your siteAudit the main elements of a site: 1. Content (includes keyword research) 2. Code 3. Architecture 4. Links 5. Trust 6. Personalization 7. Violations 8. Blocking
Audit Tools It is fairly easy to collect analytical data on your sites search engine status. Some tools are free, and some are paid. They each provide very intricate and differentinsights. In order to to a thorough investigation of your site, it is recommended to invest in the paid SEO tools which can amount to about $500. Free Paid (Will give you some insights to the SEO (Will give you much more information status of your site) and detail into the SEO status of your site)• SEO-browser • Screaming Frog• Chrome SEO tools • SEOmoz• Google webmaster tools • SEM Rush
Audit - Content • On the content level, try to develop urls that include your Domain and urls top keywords combinations and that are no longer than 80 characters. • On the content level, try to develop urls that include your Page Title tags top keywords combinations and that are no longer than 68 characters. • On the content level, try to develop urls that include your Headlines top keywords combinations • Include your top keywords in the first 100 words of copy.The first paragraph • Try to make at least one keyword written in bold text. • Hyperlink keywords (this is called “anchor text”) to other Cross link WebPages on your site that are relevant to the keyword. • Include an address and phone number on your site. Location • Research shows that this can increase ranking on a local level.
Audit - Code Implement the best keywords into the front end and back end of your site Front end Back end (what you see on your computer screen) (the source / the code behind website’s front end) Use keywords in: Use keywords in:• ontent copy c • rls (but try to keep them short) U• ink text of hyperlinks l • itle tag (<T>) and Headlines (<H1> and T• nchor texts a <H2>) • eta description M
Audit - Code (Cont.) Implement keywords into the site’s back end / Meta elements Meta Title (<t>) Try to make the title of each page unique to that page. This is a Meta Title
Audit - Code (Cont.) Meta Headlines - <H1>, <H2>, <H3>, <H4> Include your top keywords (specifically in <H1> and <H2>) <H1> <H2>
Audit - Code (Cont.)• Meta description • n the back end your meta description will look like this: <meta name="description" i content=“(copy)” /> • Include keywords, be relatable to your site’s content, and be no longer than 155 characters in length. This is a meta description Learn more about Meta elements at http://en.wikipedia.org/wiki/Meta_element
Audit - Code (Cont.)• No meta keywords (<keywords>) • SEO tools and web developers will sometimes place keywords in your back end. But this could be seen by search engines as keyword stuffing. The code would look something like: <meta name="keywords" content=”(keywords)" /><link rel="canonical" href="http:// www.kulinmarketing.com/" /> Remove keywords if found in your back end
Audit - Code (cont.) Get faster Make sure your “text to code ratio” Make sure your images are small in is balanced. file size. Test your sites text to code ratio Also, write <alt> text at DevSEO.co.uk/tools. (descriptions) for when images don’t load. Test your sites load time for free at websiteoptimziation.com
Audit - ArchitectureMaking sure that your site is search engine friendly. Here are some things you can do: Make sure your site is crawlable. Search engines must be able to scan your site in order to make copies of each webpage to save in their index. • Have clean urls, https status, links, meta description, more text than images, and alternative text (back end text) for images that are on your site. Learn more about Crawls at http://en.wikipedia.org/wiki/Web_crawler You can imitate a crawl with SEOMoz software
Audit - Architecture (cont.)Point search engines to one version of your site, and only one. If your site has www.domain.com and also domain.com search engines will think you have two websites with the same content and code, and they will punish you for this. You must: • Merge the two sites • In Google Webmaster tools make the domain with the most inbound links the “Canonical”, which means the primary domain. • It will look like this in the back end: <link rel="canonical" href="http://www.kulinmarketing.com/" />
Audit - Architecture (cont.) Note:Google webmasters provides information on crawlability. If a webpage couldnot be crawled it will let you know by showing WebPages that have sent the scanattempt (and Internet users) to a 404 error page.• Always have a 404 error page that says something like “the page you wanted tovisit is not loading, please contact us”
Audit - Architecture (cont.)Make XML & HTML site maps – they helpsearch engines understand your website. A sitemap is basically a road map.• Make in texteditor• Save file in the site’s root directory (see help.yahoo for instructions)• submit it to Google webmasters• updated it as new WebPages are added to your site
Audit - Architecture (cont.)Have a clean Directory Structure of your codefiles (usually in a tree diagram shape)• Audit your structure in our web host to make sure folders are located by the root folder
Audit - Architecture (cont.)Make a Robots.txt file in text editor and give itthe url www.domainname.com/robots.txt• Software applications (called web robots) help the web spider fetch script, analyze, file the information in the search engines index. A website’s robot.txt file contains rules for the web robots that they have to obey when they are spidering the site. To learn more http://www.robotstxt.org/robotstxt.html
Audit - Architecture (cont.) Make sure your site can be cached - search engines temporarily store versions of website pages. It helps the search engines crawl sites more efficiently. • Add – a few lines in your web server configuration • Delete – If you find “no-cache” in your back-end code Test your cache “control headers” at redbot.orgLearn more at http://searchengineland.com/how-to-improve-crawl-efficiency-with-cache- control-headers-88824
Audit - Architecture (cont.)Achieve your old WebPages in a place likearchive.org• Older urls rank higher than newer ones. Achieve your old url and use a 301 permanent redirect to send users to the new webpage. This will also prevent broken links.www.integrity.com can show you exactly where a broken link is occurring in the back end.
Audit - Architecture (cont.)302 redirect – Temporarily. For example, if youare doing site maintenance.301 redirect – Permanent. For example, if youarchived old WebPages and have new ones up.• Make redirects in texteditor and add them to your site map. Learn how to set up redirects at - http://www.gravytrain.co.uk/blog/2009/07/how- to-set-up-301-302-redirects/
Audit - Architecture (cont.)Make sure your site has no iframes (<iframe>)– Inline frames that embed files within files• Frames can cause problems for search engines because they dont correspond to the conceptual model of the web. • May not show the frame at all. • Take more time to load the page. • They don’t work in Firefox. Use “division layers” instead.
Audit - Links On-Page Links“Cross links” are when a keyword on your website is hyperlinked to another one of your WebPages (from webpage to webpage). Make sure to:• Hyperlink keywords on your site and link to them to appropriate internalWebPages on your site so that you are sending users from one of your webpages to another.• reate descriptive anchor tags for each hyperlinked link text. C Note: If you have a facebook “like” badge on your website, make sure the clicks go to your url and not facebooks
Audit - Links (cont.) Off-Page Links Inbound links, which are also called back links, are links from otherwebsites that link to your website. Search engines weight inbound links heavily. It is best to get inbounds links from:• Another site, that is highly reputable.• nother site that hyperlinks a keyword that you are trying to rank for and Alinks that keyword back to your website. • n Google Webmasters you can see how many inbound links your site has, the I specific link text, and if any links are broken. Increase inbound links by posting your url on social networks, in blog comments, on article directories, and in social bookmarks
Audit - Trust Search Engines Notice:• Domain and web page authority, which is thevolume of inbound links and the authority andtrust of the sites that are linking to your site.• Mentions on trusted social networks that have bigfollowers.• Bounce time. Keep website visitors on your sitelonger with interactive tools like videos.
Audit - Personalization The IP location address of a search can affect results if your site is set to a specific country.You can even designate a city location by creating a profile in Google Place and linking your domain.
Audit - ViolationsNo “thin” of shallow contentNo “keyword stuffing” (repeating keywords in <h> or tags)No hidden keywordsNo paid links
Audit - Blocking This is when Internet users block your site from showing in search engine results. Google’s webmaster tools provides information on if your site has been blocked, and if so how many times it has been blocked.
You’re Almost Done At this point the audit of your current site is complete. You should have a list of items to fix and improve. The next step is to determine which keywords you want, and can, rank for. Choosing the right keywords to optimize your website for will have the most impact on your SEO success.
Keyword Research Step 1 Make a list of keywords • Choose keywords that are unique but also related to your brand. • What are you most profitable products or services? • What words or phrases would your target audience use to find a solution to the problem that your product/service solves? • What are common words that your target audience uses when they are interested in purchasing a product/service like yours?Note: the goal is not to increase traffic to your homepage, but to the specific web pages that provide solutions for your target audience
Keyword Research (cont.) Step twoAudit your keywords. Are they ones that Internet users enter into search engines to find websites like yours? This is called “popularity”. Use Google Keyword Tool to find out:
Keyword Research (cont.) Step three xAre there other websites trying to rank for these keywords too? Find out using Google index. This is called “competition”.
Keyword Research (cont.) Step fourOnce you know the popularity and competition for each keyword, do a keywordaudit to find the Keyword Effectiveness Index (KEI) value of each keyword. This will indicate which keywords to use. K.E.I – Keyword Effectiveness Index
Keyword Audit ExampleCovario does automated keyword analysis. www.covario.com
Pick the Best Keywords Step fiveUse the list of keywords that you should rank for and determine which ones you can rank for. Analyze if you can you beat the competing websites that also want to rank for those keywords. 1. Use SEOmoz to find the “authority” score (number of inbound links, credibility of site, bounce time, and more) of your website. 2. Open Google Chrome browser. 3. Enter your top keywords into the Google search engine index. 4. Analyze the authority scores of your competing websites. 5. Determine if you can beat them in ranking for the same keywords (if you have higher authority and more inbound links, you have a good chance).
Your SEO StrategyYou have a list of items to fix found during your audit. Which ones should you fix? Fix what will enable you to reach your SEO objective. Pick your battles Some SEO rules might not fit of your specific website. For example, www.KulinMarketing.com is a skinny website, which means that there is not much content or many pages. Therefore, it does not make sense for the urls or title pages to include keywords. Actually, doing so would be borderline keyword stuffing.
Implementation1) Fix what you found during your audit.2) Include the keywords that you should and can rank for.A web developer is the perfect handy man to get the job done.
On Going Maintenance Manage the search engine health of your site.• se analytical tools like Google analytics and webmaster tools. U• eep refining your sites SEO – test different keyword combinations and Kkeep a close eye on competition.• easure again. M
We’re Here For YouSEO is a tricky marketing tactic. It includes brand management, copy writing, and web development. Our team understands SEO, and we know how to do it for startups.Contact Kulin Marketing at firstname.lastname@example.org to learn how we can improve your SEO.