Assured SEO Marketing & Public Relations
Assured SEO
Workshop
Keyword and Competitor Research
and On Page Optimisation
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SEO Workshop Contents
What is SEO?
STEP 1: Define Purpose of Your Page
STEP2 : Keyword and Competitor Research
STEP 3: On-page Optimisation
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What is SEO?
Search Engine Optimisation. SEO is the process of getting the highest possible
page rank for a web page on search engines. The higher a page rank, the higher
number of potential visitors to a website.
SEO consists on ‘on-page’ and ‘off-page’ SEO, in this workshop we focus on on-
page SEO techniques.
The SEO Process – ‘on-page’ techniques
Step 1: Define Purpose of Page Step 2: Keyword and
Competitor Research Step 3: On-page Optimisation
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Step 1: Define Purpose of Page
WHY?
Outlining the purpose of each page helps you to create content for all the right
reasons.
What objectives need to be achieved
Who is your target audience/s – their needs and wants
The messages that need to be communicated
The action / response you want your audience/s to undertake
Three key SEO steps - Explained
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Step 1. Define Purpose of Page
PAGE ANALYTICS
Tool to use: Google Analytics - http://www.google.com.au/analytics/
WHAT: Google Analytics (GA) is a Google web analytics service that provides statistics and basic analytical
tools for search engine optimisation and other marketing purposes.
WHY: Use Google Analytics to review the web page analytics and keywords that drive traffic to the existing
page or section.
Before you get started:
Create a Google account (which is
FREE) using you UoN email.
You then need to email the Web
Service Team who will link your
Google account to the UoN Analytics
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Step 1. Define Purpose of Page
PAGE ANALYTICS
Measure the results to keep you on track
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Three key SEO steps - Explained
Step 2: Keyword and Competitor Research
WHY?
Planning and researching keywords sets up your SEO strategy to get the optimal
SEO results for your web page, and the UoN website as a whole.
Determine how popular and how competitive keywords are in search results
Determine which keywords are valuable for the purpose of your page
View keywords your competitors are successfully ranking for
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Step 2: Keyword and Competitor Research
KEYWORD RESEARCH
Tool to use: Google Keyword Planner - https://adwords.google.com/ko/KeywordPlanner
WHAT: Google Keyword Planner allows us to identify good opportunity keywords (or phrases) that are popular in
search results.
WHY: Keyword and competitor research is undertaken to explore best keyword options for our page and
brainstorm for opportunities. We can use variants and understand keyword volumes and trends. We’re also able to
review competitors keywords and levels of competitiveness.
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Step 2: Keyword and Competitor Research
INVESTIGATE EXISITING PAGES
Tool to Use: Google Search
WHY: By undertaking a Google search using our targeted
keywords we can view our UoN search page rankings and how
they rank in comparison to our competitors.
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Step 2: Keyword and Competitor Research
COMPARE KEYWORDS
Tool to Use: Google Trends - https://www.google.com/trends
WHAT: Google Trends is a Google tool for undertaking market research. Online trends can be viewed over
time, meaning what people are searching for online. Google Trends allows for comparison in the
volume of searches between two or more markets/items. This provides the ability to see the popularity
between them.
WHY: Use Google Trends to view how keyword variations are performing over time and across a specific
location.
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Three key SEO steps - Explained
Step 3: On-page Optimisation
WHY?
Using knowledge gained in planning stages, you can now SEO your page by
inserting keywords on-page (into your web page content and meta data).
Merge your keyword findings with the purpose of your page
Understand meta-data tags
Determine how popular and how competitive your keywords are in search results
Determine which keywords are valuable for the purpose of your page
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Step 3. On-page Optimisation
NEW PAGE META DATA
URL
Must include a primary keyword in
URL
Page description
Create unique description for all
pages, it should reflect page content
Maximum length approximately
150-160 characters
Must include primary keyword or
secondary keywords
Use a personal and warm tone
Tool to use: SEO Page Content
Define your new meta data into your SEO Page Content document.
Header tags
Headings should always follow a
logical structure
Add other title tags (H2 and H3’s )
when possible – humans and
search engines love header tags!
Image tags (alt or
alternative tags)
Ensure all images have a unique
description
Descriptions should be concise,
descriptive and include a
keyword if possible
Size of images should enable
quick page load time, keep under
30-50K per image
Important for accessibility
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Step 2.
META DATA, PAGE TITLE,
PAGE DESCRIPTION
WHAT: Website meta data is the underlying
structured description of the content, quality, or
other characteristics of a web page. Look at the
meta tags within meta data.
WHY: Meta data provides information such as
keywords that are relevant to a web page.
Search engines use the information stored in
meta data when indexing web pages.
As meta data is a significant contributor towards
successful SEO, carefully researched and
structured meta data is essential in creating
search engine optimised web pages.
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Step 3. On-page Optimisation
Quality content contributes greatly to SEO!
FREE SEO tools to remember:
Google Analytics – http://www.google.com.au/analytics/
Keyword planner - https://adwords.google.com/ko/KeywordPlanner
Google Trends - https://www.google.com/trends
Ongoing support from the Web Services Portal –http://seoespecialista.com/
Creative thinking
•Think outside the box when considering content creation, targeting your audience and our
business goals.
•Remember, no page exists in isolation. So it’s important to work as a team using existing
documentation and tools. Aim that the best keywords will be used for your page in view of your
page in context of the complete website.
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Notes
3. From the Dashboard, select All Website data.
5. Select Behavior > Site Content > All Pages from left navigation bar.
6. Enter the page name into the search box
1. Go to: http://www.google.com.au/analytics/
2. Login at top right corner of page.
Username: TBC
Password: TBC
How to: Access Google Analytics