SEO today: The life cycle of a positioning campaign


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In this article you will find a brief introduction to the four SEO campaign phases, the phase analysis (keywords, design, implantation), the tracking phase (calendar, tools) as essential for successfully executing any campaign of SEO.

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SEO today: The life cycle of a positioning campaign

  1. 1. SEO today: The life cycle of a positioning campaign Index 1. Introduction to SEO 2. Campaign phases 3 +1 3. Phase analysis 3.1. Keywords 3.2. Design phase 3.3. Implantation phase 4. Tracking Phase 4.1. Calendar 4.2. WebMasters Tools 5. Conclusions Picture source: Wikipedia / Vishraval - Treball propi
  2. 2. Welcome to my presentation on slideshare Hi everybody, From 10/2013 to 06/2014 I am studying the Master in Search Engines: Online Marketing, Positioning, Community Manager and Content Curator (online) at the IDEC-Universitat Pompeu Fabra. I think it makes sense to share some of my knowledge gained. At the same time I see a good opportunity to find other useful content on the same topic here on slide share to be up to date and of course also discussing about the corresponding issues. Therefore this presentation as my go-ahead as SEO. I'm looking forward to your feedback. Many greetings Author: Marcel Hanf
  3. 3. 1. Introduction to SEO SEO is changing and becoming more sophisticated than ever before. The continuous update of Google's algorithms, have shown that naturalness, quality and sustainability are now the key factors for a good ranking. Over optimizing tactics necessarily lead to losses in the ranking or even the complete deletion from the index . Therefore, this presentation for a successful campaign in this changing environment. Background ● Search engine optimization is a dynamic process. ● It has certain stages also called "life cycle". ● In reality, however, there is no end or expiry of a SEO campaign ● Changes in the website, in the search engine algorithms, the emergence of new competitors, etc.., make it necessary to maintain monitoring and updating SEO campaigns regularly.
  4. 4. 3. Phase analysis 3.1. Keywords The objective is to determine the keywords for which you want to optimize the site and identify potential sites to be linked with justification to our site. The keywords will be chosen based on the three main elements that define a site's content, objectives and the public: 1. Find three or four main keywords related to the site. 2. After derive from them five or six additional keywords more specific. 3. Finally add proper names, eg, the name of the institution and a place name.
  5. 5. 3. Phase analysis 3.1. Keywords Procedures for determining keywords ● Analysis of your website to get a list of existing keywords on the site. ● Analysis of the frequency of various keywords on related webs and its various synonyms. ● Benchmarking by comparing the keywords used on the websites of the highest competence. ● Analysis of user queries, if your site has an internal search engine. ● Analysis of the most searched words and their variants by some search engines tools. ● In the case of working with existing sites, you may use web analytics tools like Google Analytics to see what keywords bring traffic.
  6. 6. 3. Phase analysis 3.1. Keywords Source code label <meta> ● The second phase is part of the phase analysis is remains to the invisible content to be used as the description attribute in the source code label <meta> being considered as essential. ● But, the labels <meta keyword> do not have a special relevance for SEO any more (change of Google algorithms). ● This draft of an "identity card" might help you for keyword implementation:
  7. 7. 3. Phase analysis 3.2. Design phase Site source code ● Descriptions in the attribute description within individual <meta> elements and content <title> the head section of your home page (and other pages of the organization), and if the attribute author considered appropriate to specify the name or names of the authors personal or corporate site. ● Emergence of the most important keywords in the title attribute on internal navigation links and external links and the alt attribute and title elements <img> in <object>. ● Appearance of the main keywords in link titles and section titles (<h1>, <h2>, etc).
  8. 8. 3. Phase analysis 3.2. Design phase Site content: ● Location of tagline on the home page and possibly on other pages of the site. ● Preparation of one or more sentences or paragraphs that should contain the main keywords of the site in the site home page. ● Planning regular creation of quality content to post on the site beeing linked with the keywords of the site where they occur naturally. ● Emergence of the main keywords in the filenames of the individual pages and folders names of the various site directories, to configure URL optimized for positioning.
  9. 9. 3. Phase analysis 3.2. Design phase Links: ● List of web sites that could link to our site with email the site manager or any contact address. ● List of social web sites where we can open accounts and distribute content that link to us.
  10. 10. 3. Phase analysis 3.3. Implementation phase Subphase I: Procurement of inbound links ● Registration in the Dmoz directory. ● Registration in thematic or regional directories and portals. ● Captación of corporate links and from similarly themed sites. ● Creating accounts on social web sites (YouTube, Facebook, LinkedIN , Twitter , Google Plus , etc.) and publishing linked content to our site. ● Creation of one or more blogs with linked content related to our site Subphase II: Registration in Webmaster Tools Register your site in search engine tools that allow to track your presence in their indexes, such as: ● Google WebMasters Tools ● Bing Webmaster Tools This allows controlling number of indexed pages, keywords that bring traffic or to receive messages on the state of your website.
  11. 11. 4. Tracking Phase 4.1. Calendar Between the end of the campaign and the first follow-up it is advisable to wait a while. Nevertheless we should enable frequent re-indexing to occur: ● Registration in the WebMaster Tools ● Explicit request for indexing ● Frequent updating of the website itself ● Ensure that you have inbound links 4.2. WebMasters Tools WebMasters Tools provide information like: ● Crawl errors ● Crawl stats ● URL blocked ● Indexing state If you want to know if the site is indexed in Google and how many pages have been indexed use this command:
  12. 12. ● Positioning campaigns got their start in the selection of key words and phrases for which to optimize your site ahead of the search engines . ● Content, large, original and enriched with multimedia components (photos, graphics , videos , diagrams, etc.) is the primary key of the position. ● Although the multimedia component are important, your website should always have accompanying text contents multimedia content: not serve graphics or flash animations if they are not treated with meaningful names and metadata files. ● Your site should also be optimized by adequate source code level for selected keywords. 5. Conclusions
  13. 13. 5. Conclusions ● Good content helps you to get inbound links from third parties. Obtaining inbound links may, in some cases, influence more than fifty percent of success in a positioning campaign. ● Updates are always an important factor reinforced by the provision of new content. ● Good content, however, is out of any use if your web presents technical problems that impede access to the search engines. ● Also, good content is useless, at least in the short to medium term, if you do not apply a policy of active positioning as presented here.
  14. 14. References Lluís Codina. Article P235. Introduction to the life cycle of a positioning campaign. In Cristòfol Rovira; Mari Carmen Marcos; Lluís Codina (dir.). Master in Search Engines & Digital Documentation. Barcelona: Area of Information Science. Department of Communication. University Pompeu Fabra. ● de Andrés, Sico. Quiero que mi sitio salga en Google. Madrid: Starbook, 2010. ● Bailyn, E.; Bailyn, B. Ganar con Google. Madrid: Anaya, 2012. ● Codina, L. “El posicionamiento web y su importancia para las empresas”. Indicador de economía, Marzo 2007. ● ● Codina, Lluís; Marcos, Mari Carmen (2005). “Posicionamiento web: conceptos y herramientas”. El profesional de la información, v. 14, n. 2, pp. 84-99. ● Enge, E. et al. The Art of SEO. Sebastopol, O’Reilly, 2012. ● Grappone, J.; Couzin, G. “Your one-month prep: Baseline and Keywords”. Search engine optimization: an hour a day. Indianapolis: Sibex, 2006. ● Kent, P. “Part II: Building search-engine-friendly sites”. Search engine optimization for dummies. Indianapolis: Wiley, 2006. ● Fleischner, Mr. Michael H. SEO Made Simple: Strategies For Dominating The World's Largest Search Engine. CreateSpace Independent Publishing, 2011 ● Maciá, F. Técnicas avanzadas de posicionamiento en buscadores. Anaya Multimedia, 2011