Search Engine Optimization
The goal of search engineoptimization is to have the search engine spiders not only find your site and pages but also specifically rank the page relevance so that it appears at the top of the search engine results. The process of optimization is not a one-time process but requires maintenance, tuning, and continuous testing and monitoring.
Target Market Business Analysis
analysis. Analysis of meta
sets/keywords, visible text and code to determine how well you're
positioned for search engines. For example, how much code do you have on a
page compared to text?
analysis. Examination of content
keywords and present engine rankings of competitive websites to determine
an effective engine positioning strategy. Pick the top five results in the
Google listing results to begin this process. Expand as necessary. Use
tools such as Semrush.com and Keywordspy.com.
- Initial keyword nomination. Development of a prioritized list of targeted search terms related to your customer base and market segment. Begin with this: What would you type into a search engine to find your business website or page? Then, ask your customers!
Keyword Research and Development
analysis. From nomination, further
identify a targeted list of keywords and phrases. Review competitive
lists and other pertinent industry sources. Use your preliminary list to
determine an indicative number of recent search engine queries and how
many websites are competing for each keyword. Prioritize keywords and
phrases, plurals, singulars and misspellings. (If search users commonly
misspell a keyword, you should identify and use it). Please note that
Google will try to correct the term when searching, so use this with care.
page titles. Keyword-based titles help
establish page theme and direction for your keywords.
meta tags. Meta description tags can
influence click-throughs but aren't directly used for rankings. (Google
doesn't use the keywords tag anymore.)
strategic search phrases on pages.
Integrate selected keywords into your website source code and existing
content on designated pages. Make sure to apply a suggested guideline of
one to three keywords/phrases per content page and add more pages to
complete the list. Ensure that related words are used as a natural inclusion
of your keywords. It helps the search engines quickly determine what the
page is about. A natural approach to this works best. In the past, 100 to
300 words on a page was recommended. Many tests show that pages with 800
to 2,000 words can outperform shorter ones. In the end, the users, the
marketplace, content and links will determine the popularity and ranking
new sitemaps for Google and Bing.
Make it easier for search engines to index your website. Create both XML
and HTML versions. An HTML version is the first step. XML sitemaps can
easily be submitted via Google and Bing webmaster tools.
- Submit website to directories (limited use). Professional search marketers don’t submit the URL to the major search engines, but it’s possible to do so. A better and faster way is to get links back to your site naturally. Links get your site indexed by the search engines. However, you should submit your URL to directories such as Yahoo! (paid), Business.com (paid) and DMOZ (free). Some may choose to include AdSense (google.com/adsense) scripts on a new site to get their Google Media bot to visit. It will likely get your pages indexed quickly.
Continuous Testing and MeasuringTest and measure. Analyze search engine rankings and web traffic to determine the effectiveness of the programs you’ve implemented, including assessment of individual keyword performance. Test the results of changes, and keep changes tracked in an Excel spreadsheet, or whatever you're comfortable with.