MSI-keyword-targeting-workshop

Marie Stopes International
Keyword targeting workshop for the
Content Implementation team

27th April 2012
27 April 2012 Keyword targeting workshop www.cicada-online.com
www.cicada-online.com
© Copyright 2012 Cicada Online Ltd. All rights reserved

Today’s agenda
Session

Objec,ves:
by
the
end
of
the
session,
Dura,on

Timings

delegates
will:

Introduc)ons
&
se.ling
in
10
mins
10:00
to
10:10

1.
Overview
of
SEO
…
understand
what
‘Relevance’
and
‘Authority’
15
mins
10:10
to
10:25

mean,
in
SEO
parlance

2.
Introduc)on
to
keyword
…
understand
the
essen)al
components
of
15
mins
10:25
to
10:40

targe)ng
keyword
targe)ng

3.
Review
of
example
web-‐ …
understand
what
a
‘good’
or
‘bad’
or
15
mins
10:40
to
10:55

pages
‘indiﬀerent
webpage
looks
like,
in
terms
of
on-‐
page
SEO

BREAK
15
mins
10:55
to
11:10

4.
Keyword
targe)ng
exercise

…
have
created
a
web-‐page
on
the
MSI
60
mins
11:10
to
12:10

development
site,
and
’keyword
targeted’
it
for

search
engines

5.
Ques)ons
,
ideas
for
10
mins
12:10
to
12:20

further
reading

Close

TOTAL:
2
hours
20
mins


Introductions

Me? Some of our charity clients -
•  MD of Cicada Online, an SEO & CRO business based in Oxford
–  Clients include charities, Trade Associations, businesses
•  Father of two, keen cook, went to Yorkshire for Easter

You?


Overview of SEO

What are relevance and authority and why do they matter?


How do search engines work?

Retrieve
&
Process
Index
&
rank
Display

store

Search
engine
Once
stored,
your
source
Google
then
creates
a
list

‘spiders’
(google’s
spider
code
is
then
separated
into
of
words
which
have

is
called
‘googlebot’)
content
and
structure
URLs
associated
with

crawl
their
way
around

them

the
source
code
of
your
Computer
programs
then
•  Priori)sed
by

web
pages,
and
places
it
ﬁgure
out:
Relevance
&
Authority

into
storage
•  what
content
is
related

to
what
on
a
page

•  what’s
important


The Wisdom of Crowds
•  Historically, Google’s success over other search engines came from an approach
used in academic publications – citations
•  The quality of a webpage is judged according to:
–  The Relevance of a page to a search term
•  More on that in a moment…
–  The Authority of a page amongst all the other possibly relevant web pages
•  The relevance, quality and quantity of inbound links
–  Together, these are called Reputation
–  The Reputation of other sites linking to your site
•  The algorithm that governs Reputation is, we believe, hordigously complicated,
and considers hundreds of diﬀerent factors
–  We know what a lot of these factors are
•  Here’s one of many lists considered to be quite accurate
http://www.vaughns-1-pagers.com/internet/google-ranking-factors.htm
–  We know something about the weighting applied to each factor, but….
–  Google changes the weighting quite regularly, and occasionally introduces new factors


h.p://www.slideshare.net/randﬁsh/10-‐steps-‐to-‐great-‐seo-‐infusioncon-‐2011


Introduction to keyword
targeting


Relevance and ‘keyword targeting’
Factor Best practice
Content direction •  Pages written around a single subject
✓
Content quantity •  Suﬃcient content for search engines to identify what it’s about
✓ •  300 words minimum, according to some sources
Title tag •  Less than 70 characters
X •  Most important keywords at the front
•  Take out stop words where you can
•  Leading Upper Case, keywords separated by |
•  Check what it looks like in the search results
Meta description •  About 155 characters
✓ •  Make it welcoming
•  Check what it looks like in the search results
<h> tag •  Include keywords if at all possible
X
Links and anchor text Help your reader, and search engines, by:
✓ •  Using descriptive anchor text
•  Linking out to useful, authoritative, reference sites
•  Link internally to related pages
URL •  Include keywords and be descriptive
X •  Take out stop words where you can
•  Use all lower case
•  Separate-words-with-hyphens_not_underscores%&20or%&20spaces
Image Alt text •  Used by visually impaired people, and by search engines
✓ •  Describes the image
Image ﬁle 2012
27 April names Keyword• targeting workshop
X Describe the image www.cicada-online.com
•  Use-hyphens

The acid test of keyword targeting

For every element
•  Does it read well?
•  It is genuine / truthful / authentic / helpful in some way?

And try to… And never…
•  Make it unique to the page •  Stuﬀ with keywords
•  Put keywords towards the front •  Link for the sake of linking
•  Change the meaning of the content
to accommodate a targeting
element, or a perceived search
engine need


Review of example web pages


Review of example web pages

•  http://msi.siteanvil.net/what-we-do/family-planning/chinas-premier-wen-says-
corruption-greatest-threat
•  conﬁdential
http://msi.siteanvil.net/what-we-do/maternal-health/uk-drought-until-
christmas-environment-agency


BREAK


Keyword targeting exercise

1.  Create a new page using the CMS
2.  Implement content from a text ﬁle - such as MS Word, or whatever format it
would normally be supplied in
3.  Create a heading <h1> and sub-headings <h2>, <h3> if necessary
4.  Upload an image from a network-shared folder or the desktop
5.  Implement the image to the page, and specify the alt text
6.  Create keyword rich links within the body text
7.  Create a page-title and meta-description
8.  Check the URL is properly formatted
9.  Preview the page on the front end


Questions?

Further reading
•  Page titles and meta-descriptions – best practice
–  http://www.seomoz.org/learn-seo/title-tag
–  http://www.seomoz.org/learn-seo/meta-description

•  Digital marketing strategy
–  http://www.smartinsights.com/
–  http://www.cicada-online.com/blog

•  Books – easy reading
–  “50 ways to make Google love your website”, by Johnston & McGee

•  Books – in depth
–  “The Art of SEO”, by Engle, Spencer, Fishkin & Stricchiola
–  “Search Engine Optimisation Secrets”, by Danny Dover


Thank you.
Ned Wells
Director

Cicada Online Ltd
Hamilton House
1B Howard Street
Oxford OX4 3AY

E: ned@cicada-online.com
T: 07813 894 341

For further information about Cicada Online
visit our website at www.cicada-online.com
www.cicada-online.com

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