Lesson 4 seo preparation final steps

SEO PreparationSEO PreparationKeywordsKeywords

Dr. S. Ann BeckerDr. S. Ann Becker

Florida Tech Florida Tech

Before Getting Started… Before Getting Started… Be Sure You Defined Business GoalsBe Sure You Defined Business Goals

Answer the following questions:Answer the following questions: What are my business goalsWhat are my business goals? ? What are the basic elements of my Web site What are the basic elements of my Web site

that support my business goals?that support my business goals? What is my overall assessment of my Web What is my overall assessment of my Web

site in meeting business goals?site in meeting business goals? Who do I want to visit my Web site?Who do I want to visit my Web site? What do I want visitors to do on my Web What do I want visitors to do on my Web

site?site? Which pages do I want my visitors to visit on Which pages do I want my visitors to visit on

my Web site?my Web site? How do I get started in marketing my Web How do I get started in marketing my Web

site to meet my business goals?site to meet my business goals?

Keyword SelectionKeyword Selection Keyword (and term) selection is critical Keyword (and term) selection is critical

to users finding your site. to users finding your site. These are the words or phrases typed into These are the words or phrases typed into

search engines.search engines. They are strategically selected descriptive They are strategically selected descriptive

words or phrases that words or phrases that Benefits include:Benefits include:

Increase in click-throughs on search engine Increase in click-throughs on search engine results because key words are relevant to results because key words are relevant to the site content.the site content.

Higher rate of conversions once user visit Higher rate of conversions once user visit your site because it is what he or she your site because it is what he or she looking for.looking for.

To Do ListTo Do List

Keyword identification.Keyword identification. Keyword resources to expand and Keyword resources to expand and

validate your list.validate your list. Keyword data tools.Keyword data tools. Keyword data gathering.Keyword data gathering. Your short list.Your short list.

Note: There is no guarantee that your site will rank in the top Note: There is no guarantee that your site will rank in the top based on the name of your company. It is a good idea to based on the name of your company. It is a good idea to include it in your keyword list.include it in your keyword list.

Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.

KeywordsKeywords Use your business goal worksheet to Use your business goal worksheet to

drive the keyword list.drive the keyword list. Use the Keyword List worksheet to fill in Use the Keyword List worksheet to fill in

keywords: keywords: These may include:These may include:

Company nameCompany name Products and servicesProducts and services

Generic descriptionsGeneric descriptions Specific descriptionsSpecific descriptions

Market termsMarket terms Customer needs and how they are filledCustomer needs and how they are filled Unique aspects of meeting these needsUnique aspects of meeting these needs

Partial illustration of the template.

References:.seobook.com, google.com, web.com, Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.

Keywords (cont.)Keywords (cont.)

Fill in seasons, holidays, and other special Fill in seasons, holidays, and other special occasions that are serviced by your site:occasions that are serviced by your site:

Tax timeTax time Mother’s DayMother’s Day ThanksgivingThanksgiving

Fill in misspellings, slang, and abbreviationsFill in misspellings, slang, and abbreviations Fill in Location:Fill in Location:

Variations of company name (ToysRUs, Toys Are Variations of company name (ToysRUs, Toys Are Us)Us)

Variations of company location (St. Cloud, Saint Variations of company location (St. Cloud, Saint Cloud)Cloud)


Keyword ToolsKeyword Tools Keyword tools to help you get started:Keyword tools to help you get started:

SEOBook:SEOBook: http://tools.seobook.com/keyword-tools/seobook/http://tools.seobook.com/keyword-tools/seobook/ http://http://tools.seobook.comtools.seobook.com/keyword-tools//keyword-tools/

Wordtracker: Wordtracker: http://freekeywords.wordtracker.com/http://freekeywords.wordtracker.com/

Google:Google: https://adwords.google.com/select/KeywordToolExternalhttps://adwords.google.com/select/KeywordToolExternal

Search Engine Genie:Search Engine Genie: http://www.searchenginegenie.com/google-suggest-scrapper-tool/indehttp://www.searchenginegenie.com/google-suggest-scrapper-tool/inde

x.phpx.php Microsoft AdCenter Tools:Microsoft AdCenter Tools:

http://adlab.msn.com/KeywordContent.aspxhttp://adlab.msn.com/KeywordContent.aspx WordZ tool (subscription fee):WordZ tool (subscription fee):

http://www.wordze.com/http://www.wordze.com/ Keyword Selector Tool:Keyword Selector Tool:

http://www.keyword-selector-tool.com/http://www.keyword-selector-tool.com/


http://tools.seobook.com/keyword-tools/seobook/

http://tools.seobook.com/keyword-tools/



http://freekeywords.wordtracker.com/

https://adwords.google.com/select/KeywordToolExternal

http://www.searchenginegenie.com/google-suggest-scrapper-tool/index.php

http://www.searchenginegenie.com/google-suggest-scrapper-tool/index.php

http://adlab.msn.com/KeywordContent.aspx

Keyword InformationKeyword Information

Trends:Trends: Google hot trends:Google hot trends:

http://www.google.com/trends/hottrendshttp://www.google.com/trends/hottrends Yahoo! Buzz:Yahoo! Buzz:

http://buzz.yahoo.com/overall/http://buzz.yahoo.com/overall/ Microsoft keyword forecast:Microsoft keyword forecast:

http://adlab.msn.com/ForecastV2/http://adlab.msn.com/ForecastV2/KeywordTrendsWeb.aspxKeywordTrendsWeb.aspx


RankingRanking

Once you have completed the keyword list, then it Once you have completed the keyword list, then it is important to rank them.is important to rank them. Use the Rank Tracking Worksheet to identify keyword Use the Rank Tracking Worksheet to identify keyword

ranks.ranks. Take each keyword on your Keyword List and search for Take each keyword on your Keyword List and search for

it using a popular search engine site (e.g., Google, it using a popular search engine site (e.g., Google, Yahoo!).Yahoo!).

Record only listings in the organic ranking area.Record only listings in the organic ranking area. Scroll through a reasonable number to find a listing.Scroll through a reasonable number to find a listing. Look for your competition as you search through the listing.Look for your competition as you search through the listing. Look for any “bad” listing associated with your Web site.Look for any “bad” listing associated with your Web site.

Broken linksBroken links Pieces of information that doesn’t make sensePieces of information that doesn’t make sense

Note on your worksheet the rank (if any) of each Note on your worksheet the rank (if any) of each keyword.keyword.


Indexed PagesIndexed Pages

The basic truth is that if your Web The basic truth is that if your Web page is not indexed, then it cannot page is not indexed, then it cannot be found.be found. Check how many Web pages are Check how many Web pages are

indexed.indexed. Check how many landing pages are Check how many landing pages are

indexed.indexed.


Total Pages IndexedTotal Pages Indexed Let’s start by checking your domain Let’s start by checking your domain

name.name. Use Google or MSN and type the Use Google or MSN and type the

following string into the search box.following string into the search box. site:yourdomain.com (e.g., Books4U.com)site:yourdomain.com (e.g., Books4U.com) Check out www.cwire.org/data-mining-using-Check out www.cwire.org/data-mining-using-

google/1 for more of Google’s search engine google/1 for more of Google’s search engine query language.query language.

Note how many pages were found. Note how many pages were found. Do this for the other popular search Do this for the other popular search

engines.engines.

References:. Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub.,. 2006, Indianapolis, IN.

Landing Pages IndexedLanding Pages Indexed

Let’s check each landing page to see Let’s check each landing page to see if it shows up in search engine results.if it shows up in search engine results. Enter the URL into the search box.Enter the URL into the search box. If a listing is displayed for the exact URL, If a listing is displayed for the exact URL,

then the page is indexed.then the page is indexed. Otherwise, it has not been indexed yet.Otherwise, it has not been indexed yet.

In the previous lesson, we learned In the previous lesson, we learned how to submit the URL to search how to submit the URL to search engines to get it indexed. engines to get it indexed.


Landing Page NotesLanding Page Notes It is often recommended for a Web site It is often recommended for a Web site

to have no more than ten landing to have no more than ten landing pages. pages.

Web sites with lots of products may Web sites with lots of products may choose to have a large number of choose to have a large number of landing pages.landing pages.

Blogs should have every posting a Blogs should have every posting a landing page to drive traffic to the site.landing page to drive traffic to the site.


Inbound LinksInbound Links You want lots and lots of inbound links You want lots and lots of inbound links

to your Web site.to your Web site. Improves your search engine ranking.Improves your search engine ranking. Brings users to your site through the link.Brings users to your site through the link.

It is worth the effort to get other sites to It is worth the effort to get other sites to link to your site.link to your site.

Keep in mind link quality is also Keep in mind link quality is also important.important.

Check out article: Check out article: www.webmasterworld.com/forum3/201 www.webmasterworld.com/forum3/201

Check out link popularity tool: Check out link popularity tool: http://www.marketleap.com/http://www.marketleap.com/Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.

Site AssessmentSite Assessment For each landing page assess:For each landing page assess:

Unique HTML page title.Unique HTML page title. HTML page title contains target keywords.HTML page title contains target keywords. The number of words of HTML text is 200 or The number of words of HTML text is 200 or

more.more. HTML exact on this page contains my exact HTML exact on this page contains my exact

targeted keywords.targeted keywords. My home page links to this page via HTML My home page links to this page via HTML

text links (not pull-downs, logins, or pop-text links (not pull-downs, logins, or pop-ups).ups).

HTML text links from other pages on my site HTML text links from other pages on my site to this page contain my target keywords.to this page contain my target keywords.


Competition (To Do List)Competition (To Do List)

You will perform the following steps You will perform the following steps in assessing your competition:in assessing your competition: Identify your top five competitors.Identify your top five competitors. Snoop around on your competitor’s site.Snoop around on your competitor’s site. Assess on-page factors.Assess on-page factors. Assess off-page factors.Assess off-page factors. Check out paid competition.Check out paid competition.


(1) Identify Top Five Competitors (1) Identify Top Five Competitors Try to select the top competitors as follows:Try to select the top competitors as follows:

Business competition – keep on top of your Business competition – keep on top of your competitors as this may change over time. competitors as this may change over time.

Might be a new competitor around the corner.Might be a new competitor around the corner. Existing competitor adds products or services.Existing competitor adds products or services.

Search competition – assess top ranked Web Search competition – assess top ranked Web sites.sites.

Take a look at both quality and content of information Take a look at both quality and content of information in the listing.in the listing.

Pay-per-click competition – you may want to Pay-per-click competition – you may want to view the competition in the sponsored ads.view the competition in the sponsored ads.

Check out listings that are not really competition Check out listings that are not really competition but share the same targeted keywords.but share the same targeted keywords.

““Happy days dog kennel” might compete with the TV Happy days dog kennel” might compete with the TV show called “Happy days”show called “Happy days”Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.

(2) Snoop Around(2) Snoop Around Google Tool Bar – free add-on to your Google Tool Bar – free add-on to your

browser. Download at: browser. Download at: http//toolbar.google.com/http//toolbar.google.com/ Check out the “PageRank” bar.Check out the “PageRank” bar. Gives the page rank value for the current page.Gives the page rank value for the current page. A second option is Fagafinder.com/urlinfo/, A second option is Fagafinder.com/urlinfo/,

which also provides rank information. which also provides rank information. View Page Source – use browser feature to View Page Source – use browser feature to

view competitor’s HTML code.view competitor’s HTML code. Internet Explorer – View and then SourceInternet Explorer – View and then Source Firefox – View and then Page SourceFirefox – View and then Page Source


More DataMore Data

There are several tools that can There are several tools that can provide additional information about provide additional information about your and your competitor’s site.your and your competitor’s site. Alexa.comAlexa.com Compete.comCompete.com

Go to the Alexa tool and check out Go to the Alexa tool and check out statistics on ranking, site traffic, statistics on ranking, site traffic, inbound links, site owner information inbound links, site owner information and related links.and related links.


(3) Assess On-Page Factors(3) Assess On-Page Factors Check out your competitor’s site.Check out your competitor’s site. Look for:Look for:

Competitor keywordsCompetitor keywords Page content (visible)Page content (visible) Meta keyword tags (invisible)Meta keyword tags (invisible)

Record the keywords in the Competition Record the keywords in the Competition Worksheet.Worksheet.

Basic Optimization:Basic Optimization: Assess competition homepage (and a few landing Assess competition homepage (and a few landing

pages) HTML content.pages) HTML content. Competition has its target keywords in HTML page titleCompetition has its target keywords in HTML page title Competition has visible content with target keywordsCompetition has visible content with target keywords Landing page(s) can it be reached from homepageLanding page(s) can it be reached from homepage


(4) Assess Off-Page Factors(4) Assess Off-Page Factors

Check out factors that competition cannot Check out factors that competition cannot control.control. Ranks –assess the ranking of each top Ranks –assess the ranking of each top

competitor on Google, Yahoo!, MSN, & Ask.competitor on Google, Yahoo!, MSN, & Ask. Inbound links – Use the same tool that you Inbound links – Use the same tool that you

used to find the number of inbound links to used to find the number of inbound links to your site.your site.

Find the number of inbound links on the homepage Find the number of inbound links on the homepage and a couple of landing pages.and a couple of landing pages.

Record the number of inbound links in the Record the number of inbound links in the Competition Worksheet.Competition Worksheet.

Google PageRank – Use the Google Toolbar Google PageRank – Use the Google Toolbar (PageRank bar) to find the competitor’s rank.(PageRank bar) to find the competitor’s rank.

Record the rank in the Competition Worksheet.Record the rank in the Competition Worksheet.Search Engine Optimization An Hour a Day, J. Grappone & G. Couzin, Wiley Pub., 2006, Indianapolis, IN.

(5) Paid Competition(5) Paid Competition

Check out the top competition in Check out the top competition in terms of the sponsored advertising. terms of the sponsored advertising. Search on company nameSearch on company name Search on product or service offeringsSearch on product or service offerings Search on general termsSearch on general terms

Fill in the PPC (pay-per-click) Fill in the PPC (pay-per-click) assessment on the Competition assessment on the Competition Worksheet.Worksheet.


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Lesson 4 seo preparation final steps

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