Homework Watch the SearchEngineLand video: What is SEO - - PowerPoint PPT Presentation

Homework

• Watch the SearchEngineLand video: What is SEO

(http://searchengineland.com/guide/what-is-seo)

• Watch Matt Cutts’ video: How Search Engines Work

(https://www.youtube.com/watch?v=BNHR6IQJGZs)

Search Engine Optimization (SEO)

Analytics and Tracking

• Day 2

What matters?

• the words in the content
• the titles of our pages
• the (hyper) links and where they lead
• the words in those links
• the reputation a site’s content

Keywords are…

• fundamental to the search process.
• the essential terms that will ultimately be part of
• ur page content.
• the foundation of the information retrieved via

Search Engines.

Dance of Relevance

• What are the visitors to our site searching for?
• What are the Search Engines indexing on/for?
• …while looking for what’s ahead.

Class Exercise

• Scenario: You and extended family (12-15 people) are meeting in

Beaumont, TX next Saturday for your great uncle's 70th birthday.

• You are responsible for finding the best family style restaurant, that:
• handles large parties,
• takes reservations, and
• serves a diverse menu (i.e., kid and vegetarian friendly).
• Task: Using a search engine of your choice, find a restaurant that

will meet these needs. You may refine your search as many times as necessary, but please note (write down) the exact search terms you use for each attempt.

Keywords <meta> tag

This is not what we're gunnin' for.

Keyword Targeting

• As the engines crawl and index our pages, they

are building their indexes around the keywords they encounter.

• For us, that means we need to target the right

keywords found in the indexes.

Understanding Our Market

Brand or Topic Awareness Lead Generation Core Search Terms

Keyword Research Cycle

Use Multiple Keyword Tools Study the Topic (Build Your List) Study Marketplace Competitors Write Down "Seed" Words

Revisit the List

Review Ranking Competitors

Study the Topic

• Usually start with our brand or product / service

name.

• Survey friends, peers, students - on how they

would search.

• Goal: Begin building the List.

Study Marketplace Competitors

• Visit the sites of your competitors.
• Review their page content.
• Focus on their landing pages - what are they

doing to convert?

• Goal: Add any "borrowed" words to your List

Write-Down (Refine) Your List of Seed Words

ubersuggest.org

soovle.com

mergewords.com

ads.youtube.com/keyword_tool

google.com/trends

adwords.google.com/o/KeywordTool

At end of the day...

• Think how a "normal" person will search for you,

your service, or product.

Locality Considerations

• When your keyword list includes geographic

references, avoid listing every little city and town in your content.

• Use grouping terms that people will actually use

in the search window such as "region", "metro", "area"

Homework

• Read the SearchEngineLand article on using Google

keyword research to target long tail in local search (http://searchengineland.com/use-google-keyword- research-to-target-the-long-tail-in-local- search-179373)