1 Initial search engine optimization report.
2 Customized keyword analysis.
3 Title tag and Meta tag optimization.
4 On page/Off Page optimization.
5 Image optimization.
6 Creation of a search engine friendly site map for better crawling of your site.
7 Submissions to the top search engines & directories.
8 Improve the Page rank.
9 Link Popularity Development – Reciprocal link requests to related websites.
10 Submit Articles, Blogs to increase popularity.
11 Monthly reports showing rank progress
$ Customized keyword analysis
http://www.ranks.nl/tools/spider.html --tool for
https://adwords.google.com/select/KeywordToolExternal -Google
http://www.keyworddiscovery.com
$ Title tag and Meta tag optimization.
Web Search Ads
Meta Tag Optimization Keyword Ranking Keyword Analysis Keyword Suggestions Keyword Optimization
The title tag is what the user will see at the top of the browser window, as well as in the search results as the linked title to your Web page. Title tags help search engines determine your web page's relevancy for certain keyword phrases. Making a good title tag is pretty simple - by the end of this how-to, you'll have a snappy new title tag that will be part of your meta tag optimization arsenal.
Difficulty: Easy
Time Required: 15-20 minutes
Here's How:
1. Locate on your hard drive the HTML file of the page that you want to write a title for. If you're using a WYSIWYG editor such as Dreamweaver or Homesite, locate the meta tags menu (or simply switch to Code view in order to instantly locate your HTML).
2. Find the < title > < /title > tags in the HEAD section. These are at the very top of your HTML document.
3. Remember those keyword phrases you've worked so hard on? Get them ready in front of you to help you write your title tag. Your title tag should be the top phrase that you want your site to be found for; for example, if you've got a site about jeweled cat collars, and you'd like to be found for that phrase when people type it into search engines, then you'll want your title tag to reflect that. Keep in mind that you'll need to choose a phrase that doesn't have a ton of competition.
4. Write out a preliminary title, such as "Nona's Bead Shop-Seattle, WA." Make sure to use correct punctuation and spelling, because this definitely will influence if people click through to your site from search engine search results.
5. Put your finished title between the < title > and < /title > tags of your HTML document. Voila! You did it!
6. Remember, you'll want to choose keyword phrases for your title tag that A)are what you want to be found for and B)don't have a ton of competion. Here's a few articles that can help you with this: Including Keywords In Your Site Content and Source Code, Researching Keywords and Phrases, and How to Target Your Audience.
Tips:
1. Be creative. Brainstorm for the right words to describe your site, and use different titles for each page that reflect what that particular page is actually about.
2. Don't be intimidated by code. HTML is not hard to learn, and soon you'll be writing those title tags like a pro.
3. Find your niche. Don't target the exact same phrases that everyone else in your market is focussing on; search out the key phrases that have a fair amount of compeition, but not so much that you don't have a chance to be found.
What You Need:
• Fundamental HTML knowledge
• Creativity
• Perseverance
More Web Search How To's
$ Image Optimization
The SiteReportCard Image Optimization tool is a free utility that compresses your GIF, JPEG, and PNG images. Decreasing the file size of your web images will increase the download speed of your web pages without affecting image quality!
Enter an image or graphic (GIF, JPG, PNG) that you would like to optimize and our software will compress and display the image at various sizes and levels of image quality.
$ How Keyword Density, Frequency, Prominence And Proximity Affect Search Engine Rankings
$ The difference between keyword density, frequency, prominence and proximity, and how they affect search engine rankings.
$ Keyword Density
Keyword density refers to the ratio (percentage) of keywords contained within the total number of indexable words within a web page.
The preferred keyword density ratio varies from search engine to search engine. In general, I recommend using a keyword density ratio in the range of 2-8%.
You may like to use this real-time keyword analysis tool to help you optimize a web page's keyword density ratio.
$ Keyword Frequency
Keyword frequency refers to the number of times a keyword or keyword phrase appears within a web page.
The theory is that the more times a keyword or keyword phrase appears within a web page, the more relevance a search engine is likely to give the page for a search with those keywords.
In general, I recommend that you ensure that the most important keyword or keyword phrase is the most frequently use keywords in a web page.
But be careful not to abuse the system by repeating the same keyword or keyword phrases over and over again.
Keyword Prominence
Keyword prominence refers to how prominent keywords are within a web page.
The general recommendation is to place important keywords at, or near, the start of a web page, sentence, TITLE or META tag.
$ Keyword Proximity
Keyword proximity refers to the closeness between two or more keywords. In general, the closer the keywords are, the better.
For example:
How Keyword Density Affects Search Engine Rankings
$ How Keyword Density Affects Rankings In Search Engine
Using the example above, if someone searched for "search engine rankings," a web page containing the first sentence is more likely to rank higher than the second.
The reason is because the keywords are placed closer together. This is assuming that everything else is equal, of course.
On Page vs. Off Page SEO
When we in the industry refer to "off page," we're talking about items external to your site: link generation programs, social media efforts, and buying links. "On page" refers to things like copy on your Web site, SEO-friendly Web site design, SEO-friendly code, title tags, meta descriptions, meta keywords and internal linking.
How do you know what tactic may be most necessary for you?
Again, on page optimization will be necessary for every Web site to realize its full potential.
If you have a Web site that's been live for a number of years and has a very deep information architecture (several pages of well-structured, quality content), then the right on page optimization may be enough to help you to realize your goals.
If your Web site is relatively new to the Internet world (less than two years), then you're most likely going to need to concern yourself more with off page factors to help you position your Web site as an "authority" site.
So, what to do?
New Site Challenge
If you've recently launched a new Web site, there's a good chance you've launched a Web site that may lack for content and, of course, lack for links to your Web site.
What to do?
First, focus on developing your Web site to be informational -- present content that's good for your visitors, not marketing fluff that pounds your marketing message throughout.
This is why, in recent years, blogs have become so pervasive within most industry Web sites. Blogs are a great way of creating quick, meaningful content for your visitors. Really good blogs will gain popularity and get people subscribing to RSS feeds, which assist in getting traffic to your Web site.
Other ways of creating meaningful content might be a glossary of terms, forums (highly moderated, so not so good if you don't have the staff to manage this), and FAQ pages.
The greater amount of quality content on your Web site, the more likely it is that others will find something they'll want to link to. That's the key.
After getting your Web site included in the major directories, turn your attention to other ways of generating external links. In a future column, I'll discuss optimizing a new Web site in greater detail.
Old Site, Never Optimized
Most SEOs would refrain from saying this, but I'm gonna tell you…
If you have a Web site that's been online for a number of years -- with loads of quality content and built-in authority with the search engines -- but it's never been properly optimized, you're sitting on a search engine gold mine.
These are easy projects. Easy is a relative term, of course. There may be any number of other issues, such as site structure, content, and the competitive nature of the keywords of focus that can keep a good SEO very busy. Any SEO worth their salt can take your Web site to unbelievable heights in short order, using search engine sanctioned, white-hat tactics.
These Web sites may require little effort in terms of off page optimization. However, they may lack for a number of on page factors.
Title Tags Explained
In previous columns, I've mentioned that the biggest problem with these Web sites is the use of the title tag for their Web sites. More often than not, I see this: "Company Name – Home."
The title tag is the most important factor in doing well in the search engines. Your home page title tag is the most important title tag of the entire Web site. So, change your title tag to use keywords you want to be found for. Don't put marketing fluff or the name of your company here.
Every page of your Web site should have a unique title tag that reflects the content on that particular page. Since every page of your Web site is unique, every title tag should be unique for every page.
Internal Linking Explained
If you already have a deep Web site, how are you linking your pages? Do you have a sitemap? With Web sites that already have a great deal of authority with the search engines, good internal linking can be enough to achieve rankings for particular keywords. Making sure internal links have good anchor text (words that are actually in the hypertext link) can do it.
That's why people call me "old hat" at times.
I've overseen approximately 220 SEO programs. From years of experience, I've seen what works and what doesn't. I've witnessed Web sites rank without a lot of assistance from off page labor. About the only case I've seen where Web sites rank with only off page factors is an SEO competition or the "miserable failure" experiment from some time ago.
If you have any questions as to where your Web site may fall, feel free to contact me and I'll try and get back with you as soon as possible. For those of you going to Pubcon, I'll be speaking on a panel and would love to meet you.
DEFINE--
advertising network: A service where ads are bought centrally through one company, and displayed on multiple Web sites that contract with that company for a share of revenue generated by ads served on their site.
algorithm: The technology that a search engine uses to deliver results to a query. Search engines utilize several algorithms in tandem to deliver a page of search results or keyword-targeted search ads.
anchor text: The clickable text part of a hyperlink. The text usually gives visitors or search engines important information on what the page being linked to is about.
click through rate (CTR): The rate (expressed in a percentage) at which users click on an ad. This is calculated by dividing the total number of clicks by the total number of ad impressions. CTR is an important metric for Internet marketers to measure the performance of an ad campaign.
content network: A group of Web sites that agree to show ads on their site, served by an ad network, in exchange for a share of the revenue generated by those ads. For example: Google AdSense or the Yahoo Publisher Network.
contextual advertising: Advertising that is targeted to a Web page based on the page's content, keywords, or category. Ads in most content networks are targeted contextually.
cost per action (CPA): A form of advertising where payment is dependent upon an action that a user performs as a result of the ad. The action could be making a purchase, signing up for a newsletter, or asking for a follow-up call. An advertiser pays a set fee to the publisher based on the number of visitors who take action. Many affiliate programs use the CPA model.
cost per click (CPC): Also called Pay per Click (PPC). A performance-based advertising model where the advertiser pays a set fee for every click on an ad. The majority of text ads sold by search engines are billed under the CPC model.
cost per thousand (CPM): An ad model that charges advertisers every time an ad is displayed to a user, whether the user clicks on the ad or not. The fee is based on every 1,000 ad impressions (M is the Roman numeral for 1,000). Most display ads, such as banner ads, are sold by CPM.
geo-targeting: Delivery of ads specific to the geographic location of the searcher. Geo-targeting allows the advertiser to specify where ads will or won't be shown based on the searcher's location, enabling more localized and personalized results.
Googlebot: Google uses several user-agents to crawl and index content in the Google.com search engine. Googlebot describes all Google spiders. All Google bots begin with "Googlebot"; for example, Googlebot-Mobile: crawls pages for Google’s mobile index; Googlebot-Image: crawls pages for Google’s image index.
inbound link: An inbound link is an hyperlink to a particular Web page from an outside site, bringing traffic to that Web page. Inbound links are an important element that most search engine algorithms use to measure the popularity of a Web page.
$ invisible web: A term that refers to the vast amount of information on the web that isn't indexed by search engines. Coined in 1994 by Dr. Jill Ellsworth.
keyword: A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results. Many Web sites offer advertising targeted by keywords, so an ad will only show when a specific keyword is entered.
link bait: Editorial content, often sensational in nature, posted on a Web page and submitted to social media sites in hopes of building inbound links from other sites. Or, as Matt Cutts of Google says, "something interesting enough to catch people's attention."
link building: The process of getting quality Web sites to link to your Web site, in order to improve search engine rankings. Link building techniques can include buying links, reciprocal linking, or entering barter arrangements.
meta tags: Information placed in the HTML header of a Web page, providing information that is not visible to browsers, but can be used in varying degrees by search engines to index a page. Common meta tags used in search engine marketing are title, description, and keyword tags.
pay per click (PPC): See Cost per Click (CPC).
$ title tag: An HTML meta tag with text describing a specific Web page. The title tag should contain strategic keywords for the page, since many search engines pay special attention to the title text when indexing pages. The title tag should also make sense to humans, since it is usually the text link to the page displayed in search engine results.
$universal search: Also known as blended, or federated search results, universal search pulls data from multiple databases to display on the same page. Results can include images, videos, and results from specialty databases like maps and local information, product information, or news stories.
Web 2.0: A term that refers to a supposed second generation of Internet-based services. These usually include tools that let people collaborate and share information online, such as social networking sites, wikis, communication tools, and folksonomies.
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