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SearchBeyond              EngineMETA           Optimization Tags         www.seocertification.org.in                      ...
Objectives      Move beyond META tags      SEO in Higher Education      Define terms      Establish “The Factors”     ...
The Rise of Search  Pew Internet and American Life Project  Search is the 2nd most popular online activity,   after email...
The Rise of Search                     www.seocertification.org.in
SEO = Search Engine Optimization                     Definition Using targeted keywords and phrases so a website’s pages w...
SEM = Search Engine Marketing Definition All endeavors that utilize search engines to promote a web site, increase its tra...
SPAM"Dear google.com,I visited your website and noticed thatyou are not listed in most of the majorsearch engines and dire...
It’s not a quick fixSEO is a best practice         Web developers         Writers         Editors in various department...
ConversionsWhat is a highered conversion?       Getting a sale = convert a prospective into a          confirmed        ...
UG H!    www.seocertification.org.in
www.seocertification.org.in
Pay Per Click              DefinitionAdvertisers submit bids to search-engine companies for words.They pay each time the “...
PPC Related Terms                   DefinitionsCPC – Cost-per-clickThe cost to advertisers per click by a user.CTR – Click...
Pay Per Click                 CompetitionUniversities and CollegesEspecially the online Universities with anational/intern...
PPCWeekend   Biology Major MBA          www.seocertification.org.in
PPC          Growing in Cost  Prices for popular keywords…      • "associates degree"      • "masters degree”      • "busi...
Negative Key Word“Online”
PPC       Growing in Competition"Its both more expensive and lesseffective because more peopleare doing it."        Margee...
PPC            Bidding TechniquesStart a campaign at the end of the day or the endof the month“It’s often possible to find...
PPC           Bidding TechniquesBid on less popular words/phrasesYou’ll get less clicks, so it will cost you less.Those wh...
SERPs - Organic Listings                     www.seocertification.org.in
The Golden TriangleEye Tools Research                                Pay Per Click                                $$$     ...
Focus on Organic Listings                       MetricsConversion Rates    Organic Listings              4.2%    Paid List...
Search Result Page                       Average Participant                       6.5 seconds to click                   ...
Golden Triangle Statistics  85% click on organic  72% click the first link of interest  25% read all listings first, then ...
Golden Triangle StatisticsOrganic Search Results Viewed     100      90      80      70      60      50      40      30   ...
Web Search Market ShareAugust 2008          MSN                          Google 71%                          Yahoo 18%  Ya...
PageRank One of the methods Google uses to determine a  page’s relevance or importance. Each web page - not site - has a...
PageRank PageRank relies on the uniquely democratic  nature of the web by using its vast link  structure as an indicator ...
PageRankView a page’s PageRank with Google Toolbar                            www.seocertification.org.in
PageRank    Most Higher Ed Rank 5-8    MIT, Harvard, Stanford = 9    Maria College = 5                             www.seo...
PageRank           www.seocertification.org.in
Google PageRank           Page Rank Today  No longer the primary ranking factor  PageRank is no longer recalculated on a...
Authority & ReputationLinks are Key    Link Popularity / Authority    Links = “Votes”    Links from many pages signify a...
Links - Best Practices    Bad     http://mysite.com     http://www.mysite.com/index.html     http://mysite.com/index.ht...
Link Best Practices  Search engines treat…       http://measuring-up.com/                    and      http://www.measuring...
Link Text     4.4 Anchor Text of Inbound Link     3.1 Text Surrounding the Link     Avoid “click here”   SEO: Link nouns n...
How can I create a Google-friendly site? Google Webmaster Help Center  http://www.google.com/support/webmasters/  http:/...
“Department of Biology”                      www.seocertification.org.in
Off-The-Page SEOAKA Link Building     Off page optimizations consist entirely           of link building strategies.      ...
The Factors              www.seocertification.org.in
SEOmoz.org             www.seocertification.org.in
www.seocertification.org.in
Search Engine Ranking Factors V2     4.9 Keyword Use in Title Tag     4.4 Global Link Popularity of Site – “Weight” or “Au...
Factor 1: Page TitleThe #1 important on-the-page ranking factor!    The title is your search results link. It should    be...
Page Title StrategyPage titles are for more than just SEO•Bookmark text•Answers question “Where am I”                     ...
www.seocertification.org.in
Search Engine Ranking Factors V2   4.9 Keyword Use in Title Tag   4.4 Global Link Popularity of Site – “Weight” or “Author...
www.seocertification.org.in
Search Engine Ranking Factors V2    4.9   Keyword Use in Title Tag    4.4   Global Link Popularity of Site – “Weight” or “...
Search Engine Ranking Factors V2  2.8   Keyword Use in H2, H3 etc…  2.8   Keyword Use in Page URL  2.6   Keyword Use in AL...
META Description Keyword Use in Meta Description Tag 70 words Sometimes shows up in Google SERP Page specific Includes...
Search Engine Ranking Factors V2   2.8   Keyword Use in H2, H3 etc…   2.8   Keyword Use in Page URL   2.6   Keyword Use in...
www.seocertification.org.in
Search Engine Ranking Factors V2 2.8   Keyword Use in H2, H3 etc…Semantic markup 2.8   Keyword Use in Page URL 2.6   Keywo...
META Keywords  1.2 Keyword Use in Meta Keywords Tag Abused and discredited Stuff you don’t want in page text Misspellin...
Search Engine Indexing Limits    Page File Size     No more than 150 kilobytes     Before Images, CSS and other Attachment...
Search Engine Indexing Limits   Parameters in URL: No more than 2   Depth of URL: No more than 4     Bad Example     http:...
AvoidImage TextIframes for displaying contentFlash, Silverlight or video for contentwithout text equivalentsAJAX – Avoid n...
KeywordsKeywords are the foundation of SEOYour institution, departments, offices etc… shoulddetermine critical keywordsRes...
Key phrase Research 1. Brainstorm 2. Bust out the tools 3. Finalize list 4. Implement 5. Rinse and repeat                 ...
Brain Storm• What words would prospective students use?• Avoid overly generic terms are difficult to rank  for and wont pr...
Number of keywords used  1 Word Query – 15%             Admissions  2 Word Query – 32%             UAlbany Admissions  3 W...
Key phrase CombosWord Game: Create a 3 or 4-Term Combo1. Create as complete a sentence as possible2. Specifically describe...
Are visitors looking for            “Prospective Students”?Search Volumes“Prospective Students”=6,500/month“University Adm...
Keyword “Stemming”Swim = Swimming = SwimsIt’s all the same to the majorsearch engines                     www.seocertifica...
Key phrase Brainstorma.   Fountain Day            Fountain Countdownb.   School Spirit           Campus Partyc.   Celebrat...
Key phrase ResearchDetermine the value ofkeywords/phrases to increasetraffic to a page or site.                  www.seoce...
Key phrase  Tools       www.seocertification.org.in
Utilize Internal Search Results      What are visitors using  Find out what words your visitors use  to get to your site. ...
Keyword Research“Head” vs. “Tail” Terms          What’s the difference?                           www.seocertification.org...
Step 2 – Key phrase Research                  Brand                Key Phrases                   65%                of our...
Keyword Research“Head” vs. “Tail” Terms  Head Terms    –   Dominated by Brand key phrases    –   Drive most of your traffi...
Keyword Research“Head” vs. “Tail” Terms   Long Tail     –   Dominated by generic category key phrases     –   Drives least...
Keyword Research“Head” vs. “Tail” TermsLong     The combined effect of optimizing for many Tail    longer search terms wil...
Key phrase Research Tools  Assists with keyword/phrase   brainstorming  Show how often search terms   are used  Quantif...
“Competition”Less competition for a keyword/phrasemean that it will be easier to reach thetop of SERPs.                   ...
Keyword/phrase Tools1. Google AdWords   is the best free keyphrase tool  https://adwords.google.com/select/KeywordToolExte...
Other Keyword Search Tools       Trellian – Keyword Discovery       Spyfu       Nichebot       Hitwise       Trends  ...
Wordtracker   Uses Metacrawler Search Engines      Metacrawler and DogpileMetacrawler Search EnginesQueries several of the...
KEIKeyword Effectiveness IndexHigher the KEI, better the keywordRatio of Two crucial variables1. Popularity  Number of tim...
Wordtracker       KEI - Find a Niche - OpportunitiesExampleFind a baseball card that is searched many times,but has few pa...
Google AdWords Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal     Best free key phrase tool     Helps...
AdWords vs. WordtrackerAdWords is a better free tool than the freeWordtracker tool.Full Wordtracker has more sophisticated...
Using AdWords for Keyphrase ResearchThe Process    Begin with one general keyword    Be sure to check the “Use synonyms”...
Keyword ResearchBuilding Lists Scroll through the results list and add all terms appropriate to  the School of Business s...
Keyword StrategyBuilding Lists       Repeat the process using the “website       content” tool       on Google.         S...
Keyword StrategyOrganizing and grouping listsCreate a full list of yourkeywords Keywords best business school best busines...
Web Writing     Write for the “inverted pyramid”.     Make the visible text on a page "search-      friendly"     Embed...
Optimizing Body Copy               YUCK!               Large blocks of text               without headlines               ...
Web WritingUse keywords – a few times per pageCreate AZ indexes for Department,Organizations, College and SchoolsWrite mor...
Eye Tracking Studies Nov 2012              Poynter Institute            600 subjects in 4 citiesWe have not lost our abili...
Eye Tracking Studies           Poynter InstituteInverted Pyramid        F Pattern                         www.seocertifica...
Eye Tracking Studies Nov 2012              Poynter InstituteAttention spans have not shortened dramatically.Readers are mo...
Eye Tracking Studies Nov 2012             Poynter Institute“Most surprising, they read further into storiesonline than in ...
Metrics         Measuring Success Track ranking in SERPs – screenshots, or excel files Follow traffic through web analyt...
Black Hat SEO        www.seocertification.org.in
Black Hat SEO1. Evil trickery2. Breaks search engine rules3. Poor user experience4. Google hacks                          ...
Social Media Optimization    Potential for organic traffic and quality backlinks                     “Linkbait”           ...
Google News Sitemap1. News releases and other campus related stories are packed with keywords2. But they may be getting lo...
Don’t let the tail wag the dog           SEO is a best practice            Write good content          Get everyone involv...
Thank You!    www.seocertification.org.in                   Anand Saini
Search engine optimization beyond meta tags
Search engine optimization beyond meta tags
Search engine optimization beyond meta tags
Search engine optimization beyond meta tags
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Search engine optimization beyond meta tags

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Search engine optimization beyond meta tags

  1. 1. SearchBeyond EngineMETA Optimization Tags www.seocertification.org.in Anand Saini
  2. 2. Objectives  Move beyond META tags  SEO in Higher Education  Define terms  Establish “The Factors”  Keyword Research Techniques  Discuss Google  Keep in’ it real - practical  Resources www.seocertification.org.in
  3. 3. The Rise of Search Pew Internet and American Life Project Search is the 2nd most popular online activity, after email. Percentage of net users who search on a typical day grew 70% from 2002 to 2008 www.seocertification.org.in
  4. 4. The Rise of Search www.seocertification.org.in
  5. 5. SEO = Search Engine Optimization Definition Using targeted keywords and phrases so a website’s pages will rank high on SERPs. SERP = Search Engine Results Page Note that SEO also stands for Search Engine Optimizer www.seocertification.org.in
  6. 6. SEM = Search Engine Marketing Definition All endeavors that utilize search engines to promote a web site, increase its traffic and/or stickiness, and ultimately augment return on investment. SEM methods include SEO, paid placement, pay-per-click and paid inclusion campaigns. www.seocertification.org.in
  7. 7. SPAM"Dear google.com,I visited your website and noticed thatyou are not listed in most of the majorsearch engines and directories..." www.seocertification.org.in
  8. 8. It’s not a quick fixSEO is a best practice  Web developers  Writers  Editors in various departments  Application developers  Administration  Vendors www.seocertification.org.in
  9. 9. ConversionsWhat is a highered conversion?  Getting a sale = convert a prospective into a confirmed  Get students involved in activities  Building school pride  Provide audience for experts  Allow faculty and research to publicize their findings, discoveries which could lead to more students, grants, funding, collaboration, tenure  Job postings www.seocertification.org.in
  10. 10. UG H! www.seocertification.org.in
  11. 11. www.seocertification.org.in
  12. 12. Pay Per Click DefinitionAdvertisers submit bids to search-engine companies for words.They pay each time the “sponsored link”is clicked. www.seocertification.org.in
  13. 13. PPC Related Terms DefinitionsCPC – Cost-per-clickThe cost to advertisers per click by a user.CTR – Click through rateThe number of users who clicked on an ad divided bythe number of times the ad was delivered(impressions). Usually seen as a percentage. www.seocertification.org.in
  14. 14. Pay Per Click CompetitionUniversities and CollegesEspecially the online Universities with anational/international presence such as Phoenix,Capella, Walden etc…Advertising Agencies & Online Directory CompaniesUse PPC to draw Web searches to sites they use to findprospective students, or "leads."ExamplesPetersons, OffToCollege.com, CollegeBoard.com, etc… www.seocertification.org.in
  15. 15. PPCWeekend Biology Major MBA www.seocertification.org.in
  16. 16. PPC Growing in Cost Prices for popular keywords… • "associates degree" • "masters degree” • "business program" …on Yahoo have each about doubled in the past two years. www.seocertification.org.in
  17. 17. Negative Key Word“Online”
  18. 18. PPC Growing in Competition"Its both more expensive and lesseffective because more peopleare doing it." Margee Ensign Dean of the School of International Studies University of the Pacific www.seocertification.org.in
  19. 19. PPC Bidding TechniquesStart a campaign at the end of the day or the endof the month“It’s often possible to find popular keywords availablefor lower prices at those times because other groupshave already spent their budgets.” www.seocertification.org.in
  20. 20. PPC Bidding TechniquesBid on less popular words/phrasesYou’ll get less clicks, so it will cost you less.Those who actually click will more likely leadto a conversion = Quality Traffic www.seocertification.org.in
  21. 21. SERPs - Organic Listings www.seocertification.org.in
  22. 22. The Golden TriangleEye Tools Research Pay Per Click $$$ Organic = Free www.seocertification.org.in
  23. 23. Focus on Organic Listings MetricsConversion Rates Organic Listings 4.2% Paid Listings 3.6%Organic clicked 5x more than PPC From “Marketing Sherpa” - Search Marketing Benchmark Survey 2005 www.seocertification.org.in
  24. 24. Search Result Page Average Participant 6.5 seconds to click Read 4 to 5 listings. Title Tags Compelling and Attractive TITLES increase click-through! www.seocertification.org.in
  25. 25. Golden Triangle Statistics 85% click on organic 72% click the first link of interest 25% read all listings first, then click www.seocertification.org.in
  26. 26. Golden Triangle StatisticsOrganic Search Results Viewed 100 90 80 70 60 50 40 30 20 10 0 1 2 3 4 5 6 7 8 9 10 www.seocertification.org.in
  27. 27. Web Search Market ShareAugust 2008 MSN Google 71% Yahoo 18% Yahoo MSN 5% Google Ask 3% Other 3% www.seocertification.org.in
  28. 28. PageRank One of the methods Google uses to determine a page’s relevance or importance. Each web page - not site - has a PageRank score Developed by the founders of Google, Sergey Brin and Larry Page It’s an algorithm which helps rank web pages based on the probability that a random person surfing the Internet will find a given page. www.seocertification.org.in
  29. 29. PageRank PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual pages value. Google interprets a link from page A to page B as a vote, by page A, for page B. Votes cast by "important" pages weigh more heavily and help to make other pages "important." www.seocertification.org.in
  30. 30. PageRankView a page’s PageRank with Google Toolbar www.seocertification.org.in
  31. 31. PageRank Most Higher Ed Rank 5-8 MIT, Harvard, Stanford = 9 Maria College = 5 www.seocertification.org.in
  32. 32. PageRank www.seocertification.org.in
  33. 33. Google PageRank Page Rank Today  No longer the primary ranking factor  PageRank is no longer recalculated on a 30 day cycle  Used to determine crawl frequency, crawl depth, and database selection. www.seocertification.org.in
  34. 34. Authority & ReputationLinks are Key Link Popularity / Authority Links = “Votes” Links from many pages signify an important page Links from important pages carry more ‘weight’ Important pages rank higher Link Reputation Links from related pages enforce the theme Links from related words pass on that theme Strongly themed pages rank well for related queries www.seocertification.org.in
  35. 35. Links - Best Practices Bad  http://mysite.com  http://www.mysite.com/index.html  http://mysite.com/index.html Good  http://www.mysite.com/  Use redirects and make all internal links point to your domain using the “http://www.mysite.com/”  Always include trailing “/” on folders. www.seocertification.org.in
  36. 36. Link Best Practices Search engines treat… http://measuring-up.com/ and http://www.measuring-up.com/ …as two different sites. www.seocertification.org.in
  37. 37. Link Text 4.4 Anchor Text of Inbound Link 3.1 Text Surrounding the Link Avoid “click here” SEO: Link nouns not verbs View the course catalog. View the course catalog. www.seocertification.org.in
  38. 38. How can I create a Google-friendly site? Google Webmaster Help Center  http://www.google.com/support/webmasters/  http://www.google.com/support/webmasters/bin/answer.py?answer=4034 Google on SEO  http://www.google.com/support/webmasters/bin/answer. py?answer=35291 www.seocertification.org.in
  39. 39. “Department of Biology” www.seocertification.org.in
  40. 40. Off-The-Page SEOAKA Link Building Off page optimizations consist entirely of link building strategies.  Reciprocal linking  RSS news feeds  Linkbait = good topical content  Digg, YouTube, Facebook  Forums www.seocertification.org.in
  41. 41. The Factors www.seocertification.org.in
  42. 42. SEOmoz.org www.seocertification.org.in
  43. 43. www.seocertification.org.in
  44. 44. Search Engine Ranking Factors V2 4.9 Keyword Use in Title Tag 4.4 Global Link Popularity of Site – “Weight” or “Authority” 4.4 Anchor Text of Inbound Link 4.1 Age of Site 4.0 Link Popularity within Internal Site Structure 3.7 Keyword Use in Body Text 3.5 Links to Quality/Relevant External Sites 3.4 Age of Document 3.3 Keyword Use in H1 3.2 Age of Link 3.1 Text Surrounding the Link www.seocertification.org.in
  45. 45. Factor 1: Page TitleThe #1 important on-the-page ranking factor! The title is your search results link. It should be clear, sensible, and encourage a click. Length: 70 characters or less Google description uses 70 characters. Use Keyphrases or Keywords Also use it in beginning of page text. www.seocertification.org.in
  46. 46. Page Title StrategyPage titles are for more than just SEO•Bookmark text•Answers question “Where am I” www.seocertification.org.in
  47. 47. www.seocertification.org.in
  48. 48. Search Engine Ranking Factors V2 4.9 Keyword Use in Title Tag 4.4 Global Link Popularity of Site – “Weight” or “Authority” 4.4 Anchor Text of Inbound Link 4.1 Age of Site 4.0 Link Popularity within Internal Site Structure 3.7 Keyword Use in Body Text 3.5 Links to Quality/Relevant External Sites 3.4 Age of Document 3.3 Keyword Use in H1 3.2 Age of Link 3.1 Text Surrounding the Link www.seocertification.org.in
  49. 49. www.seocertification.org.in
  50. 50. Search Engine Ranking Factors V2 4.9 Keyword Use in Title Tag 4.4 Global Link Popularity of Site – “Weight” or “Authority” 4.4 Anchor Text of Inbound Link 4.1 Age of Site 4.0 Link Popularity within Internal Site Structure 3.7 Keyword Use in Body Text 3.5 Links to Quality/Relevant External Sites 3.4 Age of Document 3.3 Keyword Use in H1 3.2 Age of Link 3.1 Text Surrounding the Link www.seocertification.org.in
  51. 51. Search Engine Ranking Factors V2 2.8 Keyword Use in H2, H3 etc… 2.8 Keyword Use in Page URL 2.6 Keyword Use in ALT Tags 2.4 Frequency of Page Updates 2.0 Keyword Use in Meta Description Tag 1.4 HTML Validation 1.2 Keyword Use in Meta Keywords Tag www.seocertification.org.in
  52. 52. META Description Keyword Use in Meta Description Tag 70 words Sometimes shows up in Google SERP Page specific Includes main page keyphrases www.seocertification.org.in
  53. 53. Search Engine Ranking Factors V2 2.8 Keyword Use in H2, H3 etc… 2.8 Keyword Use in Page URL 2.6 Keyword Use in ALT Tags 2.4 Frequency of Page Updates 2.0 Keyword Use in Meta Description Tag 1.4 HTML Validation 1.2 Keyword Use in Meta Keywords Tag www.seocertification.org.in
  54. 54. www.seocertification.org.in
  55. 55. Search Engine Ranking Factors V2 2.8 Keyword Use in H2, H3 etc…Semantic markup 2.8 Keyword Use in Page URL 2.6 Keyword Use in ALT Tags 2.4 Frequency of Page Updates 2.0 Keyword Use in Meta Description Tag 1.4 HTML Validation 1.2 Keyword Use in Meta Keywords Tag www.seocertification.org.in
  56. 56. META Keywords 1.2 Keyword Use in Meta Keywords Tag Abused and discredited Stuff you don’t want in page text Misspellings Keyword “forks” – SUNY Albany 5 to 10 phrases Do not repeat too much www.seocertification.org.in
  57. 57. Search Engine Indexing Limits Page File Size No more than 150 kilobytes Before Images, CSS and other Attachments Links Per Page No more than 100 unique links per page Title Tag No more than 70 characters Meta Description No more than 155 characters www.seocertification.org.in
  58. 58. Search Engine Indexing Limits Parameters in URL: No more than 2 Depth of URL: No more than 4 Bad Example http://www.mysite.com/people/places/things/noun/danny/car Best Practice http://www.mysite.com/people/danny/ www.seocertification.org.in
  59. 59. AvoidImage TextIframes for displaying contentFlash, Silverlight or video for contentwithout text equivalentsAJAX – Avoid navigation that relies onjavascriptonClick="navigate(ajax.html#) www.seocertification.org.in
  60. 60. KeywordsKeywords are the foundation of SEOYour institution, departments, offices etc… shoulddetermine critical keywordsResearch their potential value and effectiveness www.seocertification.org.in
  61. 61. Key phrase Research 1. Brainstorm 2. Bust out the tools 3. Finalize list 4. Implement 5. Rinse and repeat www.seocertification.org.in
  62. 62. Brain Storm• What words would prospective students use?• Avoid overly generic terms are difficult to rank for and wont provide qualified traffic• Check out competition and their Keywords META tags if they use them• Add location!• Misspellings• Break out sessions by category – department, school, organization etc… www.seocertification.org.in
  63. 63. Number of keywords used 1 Word Query – 15% Admissions 2 Word Query – 32% UAlbany Admissions 3 Word Query – 27% SUNY Albany Admissions 4 Word Query – 15% UAlbany Admissions Campus Tour 5 Word Query – 11% University at Albany Admissions Tour 85% of searches online are with 2 or more keywords Source: Search Engine Watch 2007 Search Engine Watch 2007 www.seocertification.org.in
  64. 64. Key phrase CombosWord Game: Create a 3 or 4-Term Combo1. Create as complete a sentence as possible2. Specifically describe page content3. Using strongest keywords and phrases4. Avoid highly competitive phrases www.seocertification.org.in
  65. 65. Are visitors looking for “Prospective Students”?Search Volumes“Prospective Students”=6,500/month“University Admissions”=135,000/monthUse keywords in the navigation thatvisitors use to find your site.  Easier for visitors to navigate the site  Improved rankings, search engines better understand how your site is related to searches. www.seocertification.org.in
  66. 66. Keyword “Stemming”Swim = Swimming = SwimsIt’s all the same to the majorsearch engines www.seocertification.org.in
  67. 67. Key phrase Brainstorma. Fountain Day Fountain Countdownb. School Spirit Campus Partyc. Celebration Campus Unityd. Community Fountain Partye. Campus Tradition College Rite of Springf. University Tradition Food fun and fountaing. Alumni Memories Jump in Fountainh. College Fountaini. University Fountain Non-alcoholic eventj. Fountain Celebration Student Partyk. World Record College Student Partyl. SUNY Albany Fountain Fountain Day Drunkm. Spring Celebration Fountain Day Drinkingn. Guinness World Record Fountain Day Mayhemo. Pillow Fight Party Schoolp. Beach Balls SUNY Albany Party School www.seocertification.org.in
  68. 68. Key phrase ResearchDetermine the value ofkeywords/phrases to increasetraffic to a page or site. www.seocertification.org.in
  69. 69. Key phrase Tools www.seocertification.org.in
  70. 70. Utilize Internal Search Results What are visitors using Find out what words your visitors use to get to your site. Consult web analytics or Google Webmaster Tools – Top Search Queries www.seocertification.org.in
  71. 71. Keyword Research“Head” vs. “Tail” Terms What’s the difference? www.seocertification.org.in
  72. 72. Step 2 – Key phrase Research Brand Key Phrases 65% of our queries www.seocertification.org.in
  73. 73. Keyword Research“Head” vs. “Tail” Terms Head Terms – Dominated by Brand key phrases – Drive most of your traffic – Most expensive for PPC – Most competitive – Less relevant – Shorter www.seocertification.org.in
  74. 74. Keyword Research“Head” vs. “Tail” Terms Long Tail – Dominated by generic category key phrases – Drives least amount of traffic per search – Least expensive for PPC – Less competitive and easier to win – Drives less but more qualified traffic to website www.seocertification.org.in
  75. 75. Keyword Research“Head” vs. “Tail” TermsLong The combined effect of optimizing for many Tail longer search terms will be to bring in a great deal of highly qualified traffic Optimization for the general terms will occur naturally by their inclusion in these more specific phrases www.seocertification.org.in
  76. 76. Key phrase Research Tools  Assists with keyword/phrase brainstorming  Show how often search terms are used  Quantifies the effectiveness of keywords/phrases www.seocertification.org.in
  77. 77. “Competition”Less competition for a keyword/phrasemean that it will be easier to reach thetop of SERPs. www.seocertification.org.in
  78. 78. Keyword/phrase Tools1. Google AdWords is the best free keyphrase tool https://adwords.google.com/select/KeywordToolExternal2. WordTracker The industry standard, a subscription is required – also has a free tool3. Overture Database Search No longer consistently available4. Microsoft AdCenter Not for Mac/Safari www.seocertification.org.in
  79. 79. Other Keyword Search Tools  Trellian – Keyword Discovery  Spyfu  Nichebot  Hitwise  Trends  Yahoo suggestion on search www.seocertification.org.in
  80. 80. Wordtracker Uses Metacrawler Search Engines Metacrawler and DogpileMetacrawler Search EnginesQueries several of the main search engines tocompile its own results - Google, Yahoo andMSN175 million searches each monthWordtracker keeps the last two months ofsearch results in its database www.seocertification.org.in
  81. 81. KEIKeyword Effectiveness IndexHigher the KEI, better the keywordRatio of Two crucial variables1. Popularity Number of times a term is searched2. Competition Number of pages returned by search for a term www.seocertification.org.in
  82. 82. Wordtracker KEI - Find a Niche - OpportunitiesExampleFind a baseball card that is searched many times,but has few page results.Pete Rose baseball cardSearched 100 times daily found on 1,000 pagesRatio is 1/10Derek Jeter baseball cardSearched 1000 times daily found on 100,000Ratio is 1/100 www.seocertification.org.in
  83. 83. Google AdWords Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal  Best free key phrase tool  Helps with brainstorming  Displays keyword/phrase effectiveness  Finds opportunities www.seocertification.org.in
  84. 84. AdWords vs. WordtrackerAdWords is a better free tool than the freeWordtracker tool.Full Wordtracker has more sophisticated toolset and is the industry standard.Wordtracker service keeps track of multipleprojects.Wordtracker provides more precisemeasurements for word/phrase effectiveness.AdWords integrates well with Google Analytics. www.seocertification.org.in
  85. 85. Using AdWords for Keyphrase ResearchThe Process  Begin with one general keyword  Be sure to check the “Use synonyms” box  Let the tool build a large list of keywords www.seocertification.org.in
  86. 86. Keyword ResearchBuilding Lists Scroll through the results list and add all terms appropriate to the School of Business site. When complete, download list into Excel or other tool. Repeat the process as other terms become apparent and expand those as well with the “Get more related keywords” button. Continue building the list using all free tools available  Don’t worry about adding duplicates at this point  Keep looking for new terms that have been missed and expand those www.seocertification.org.in
  87. 87. Keyword StrategyBuilding Lists Repeat the process using the “website content” tool on Google.  Select the option “Include other pages on my site linked from this URL” www.seocertification.org.in
  88. 88. Keyword StrategyOrganizing and grouping listsCreate a full list of yourkeywords Keywords best business school best business schools business college Break out the list into categories business education management school business school businee college mba business management schools management school best business school business college mba degree business school management schools best business schools business college course mba program business school rankings business management schools business college degree mba programs business schools business school business college degrees executive mba business school rankings business college university business schools mba business schools business colleges business schools rank business schools mba top business college executive mba business schools rank graduate business school graduate business school graduate business schools graduate business schools international business schools international business schools rankings business schools management school top business school management schools top business schools mba degree undergraduate business schools mba program university business schools mba programs rankings business schools top business school top business schools undergraduate business schools university business schools www.seocertification.org.in
  89. 89. Web Writing  Write for the “inverted pyramid”.  Make the visible text on a page "search- friendly"  Embed links in body copy  Add <strong>tags</strong>  Add captions with strong keywords/phrases frequently www.seocertification.org.in
  90. 90. Optimizing Body Copy YUCK! Large blocks of text without headlines and subheadings Bad for SEO Bad for Visitors www.seocertification.org.in
  91. 91. Web WritingUse keywords – a few times per pageCreate AZ indexes for Department,Organizations, College and SchoolsWrite more - at least 250 words per pageAdd extra pagesNever sacrifice tone, feel or usability www.seocertification.org.in
  92. 92. Eye Tracking Studies Nov 2012 Poynter Institute 600 subjects in 4 citiesWe have not lost our ability to read in depth www.seocertification.org.in
  93. 93. Eye Tracking Studies Poynter InstituteInverted Pyramid F Pattern www.seocertification.org.in
  94. 94. Eye Tracking Studies Nov 2012 Poynter InstituteAttention spans have not shortened dramatically.Readers are more selective about what they read.We are more dependent on navigation, headings andbulleted textIt helps us find info or identify what not to read www.seocertification.org.in
  95. 95. Eye Tracking Studies Nov 2012 Poynter Institute“Most surprising, they read further into storiesonline than in print. That was true for storiesof all lengths.” www.seocertification.org.in
  96. 96. Metrics Measuring Success Track ranking in SERPs – screenshots, or excel files Follow traffic through web analytics www.seocertification.org.in
  97. 97. Black Hat SEO www.seocertification.org.in
  98. 98. Black Hat SEO1. Evil trickery2. Breaks search engine rules3. Poor user experience4. Google hacks www.seocertification.org.in
  99. 99. Social Media Optimization Potential for organic traffic and quality backlinks “Linkbait” www.seocertification.org.in
  100. 100. Google News Sitemap1. News releases and other campus related stories are packed with keywords2. But they may be getting lost and not recognized by Google in a timely way3. Search for “Google News Sitemap” www.seocertification.org.in
  101. 101. Don’t let the tail wag the dog SEO is a best practice Write good content Get everyone involved Know the factors Try out key phase research tools www.seocertification.org.in
  102. 102. Thank You! www.seocertification.org.in Anand Saini

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