Keyword marketing
Choosing relevant and
effective keywords for your website and each Web page is a fundamental step of
the whole search engine marketing strategy. Here it is very important to
perform advanced keyword analysis and focus on terms with a high number of
daily searches and low competition. There are special indexes which can help
determine the best keywords for your business and website.
Tuning the pages
This starts with populating
the contents of the website with your best keyword and going through HTML
elements, optimizing navigation and menus. This topic will provide an overview
of all the necessary tasks to implement on your website in order to obtain high
search engine rankings.
Optimizing site structure
This area covers topics such
as optimization of site architecture, choosing a proper domain and file names
and creating a search engine friendly site map. A site map is a very valuable
and effective means of guiding both spiders and visitors to your relevant
content.
Website submission
The next step explains how to
effectively submit your site to search engines, directories as well as the
vital principles of a pay-for-performance strategy. The final step here is
verifying the success of submission.
Auditing and improving the
website
It's a common situation to
improve Web pages content and navigation for optimization purposes but forget
about the visibility and usability problems these changes may cause. Auditing
the website will help to identify these problems, clean up the mess and
eliminate any weak points.
Working around specific
optimization issues
This part of the course is devoted to
optimization advice about Flash sites, graphic-heavy sites, JavaScript and
other problem technologies for search engine spiders. Here you'll get a proper
picture of search engine demands in order to make specific Web pages search
engine compatible.
Picking out Keywords
When someone uses a search
engine, they type words into the search box to find what they are looking for.
These words are referred to as keywords or key phrases. Keyword selection is what any optimization mission starts with. The rule of thumb is to start off with keyword research even before you start compiling the content for your pages. However, it is not always possible, and the most common situation is when you've got a website needing optimization and the content is already in place.
As we cannot make a site appear on top when people search for any word (and it isn't worth trying to), we want our site to appear among the first search results for the terms most relevantly reflecting our business
In this Step, you will
learn:
- Basic guidelines for keyword
selection;
- The many ways to obtain keyword
suggestions;
The algorithm to perform a keyword job is as follows:
- Figure out the strategic keywords
you want to start off with.
- Conduct preliminary keyword
research. Get a list of keyword suggestions for each page.
- If necessary, select or change
the domain name and the names of the pages of your site according to the
obtained results.
- With the data obtained at step 2,
perform your advanced keyword research and complete the list of keywords
you will use for optimization on each of your pages.
You may want to print out this scheme and make it your checklist while working with keywords.
Defining your Niche and
Audience
To start with our keyword
research, we will first figure out which segment of Web surfers we want to find
our site, and subsequently, which terms will most likely bring these visitors
to us. Unfortunately, today it's not enough to figure out the keywords that make up the essence of your business. If the industry is competitive (such as, for instance, Web hosting and Web design), there are lots of sites competing to be on the top for these terms. Luckily, Web surfers have become more and more conscious of the need to make their search specific – people who are serious about their search look for "Los-Angeles Web hosting" or "Linux Web hosting" instead of just "Web hosting". Therefore, it gives a bit more variety to optimizers.
Therefore, generic keywords are usually not the best approach. As a rule, it's better to focus on niche keywords related to your product or service.
There are highly specific keywords that people don't search for often but when they do, getting that traffic is very important since these visitors are targeted and will most probably convert into customers. On a regular basis, these are things like actual product names (e.g. Samsung SyncMaster 757 monitor). If someone searches for the specific name of a product, there is a high possibility they are looking to make a purchase. So, those keywords can bring serious profit. If you are running an affiliate site or an online store then this can be very important.
For instance, your site deals with selling office and computer desks. You want it to be on the top when people enter into search boxes "office desks" and "computer desks". These are your strategic keywords for the whole site. Each page of your site can have (and should have) its own strategic keywords, depending on the content. For instance, one page deals with "high-end office desks", the second one with "glass computer desks", etc. It makes a lot of sense to optimize each page separately for different strategic terms.
This means targeting each page to a specific search term that relates to the overall theme of your site. In our example of computer desks, we'll target each page to a suitable market that is looking for a certain kind of computer desk. Thus, we'll be competing with fewer websites on the same keywords, and our pages will be optimized for terms people actually use when searching. This will also bring much better results than optimizing your whole site for "computer desks".
The next thing to point out is local targeting. For example, if you're optimizing a Web development site whose owner is located in
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