2. SEO Phases
• Step 1 – Keyword selection
– Research and select the keywords that your
audience is searching
• Third party historical search information
• Google Analytics
• Competitors
– See Keyword Research Webinar
• Step 2 – Campaign execution and
measurement
– Onsite Updates – 30% of site ability to rank
• Necessary but not sufficient
– Link Building – 70% of site ability to rank
• See Demo Webinar
3. SEO Factors
• Natural search placement is a function of:
– Links – find other sites with relevant content that
the search engines rank highly and pursue links from
those sites to your sites with relevant anchor text.
– (Onsite) Page content – identify your keyword
phrases (e.g., mutual funds) and include content on
the pages that is relevant to those keywords.
– (Onsite) Page optimization – making it easy for
search engines to read your content and follow the
navigation of your site. This includes using hidden
search engine tags to make the site more easy to
follow.
– Domain Authority / Age – a combination of age of
domain, links to the domain, size of site and other
Google/Yahoo factors.
4. Where to Place Keywords
One-time Updates
• In the title tag once, and possibly
twice (or as a variation) if it makes
sense and sounds good (subjective,
but necessary)
• Once in the header tag (H1) of the
page
• At least three times in the body copy
on the page (sometimes a few more
times if there's a lot of text content)
• Once in the URL
• At least once (sometimes 2X when it
makes sense) in the meta description
tag
Ongoing
• Monthly blogging or article posts
should follow conventions above
• Select a keyword as target for new
content
• We recommend adding new content
weekly to keep search engines
returning
5. Things to Consider
Don’t forget to think of Title and Description as ad copy in
addition to SEO keyword opportunity. Best to keep title to
60 characters and description to under 160.
6. SEO for CMS Platforms
• Wordpress
– All in One SEO – title / meta
– Redirection – 301 redirections
• Joomla
– SH404SEF plugin – title / meta / redirections
9. Tools Used Today
• SEOQuake - Utility to quickly see key SEO factors
www.seoquake.com
• Google Keyword Tool - Free tool for generating keyword
ideas
adwords.google.com/select/KeywordToolExternal
• Check site index – search in google “site:domain.com”
• Keyword tracking – contact chill@adfero.com for free
keyword tracker.
