Search engine optimization (SEO) is the art and science of publishing and marketing information that ranks well for valuable keywords in search engines like Google, Yahoo! Search, and Microsoft Live Search. If you run into any new jargon while reading this Knol consider looking up their definitions using the Search Engine Marketing Glossary.
Search engines only show 10 results on the first page, and most searchers tend to click on the top few results. If you rank at the top business is good, but if you are on the second or third page you might only get 1% of the search traffic that the top ranked site gets.
The 2 most powerful aspects of search engine marketing are
- users type what they want to find into search boxes, making search engines the most precisely targeted marketing medium in the history of the world
- once you gain traction in the search results the incremental costs of gaining additional exposure are negligible when compared with the potential rewards, allowing individuals and small businesses to compete with (and perhaps eventually become) large corporations
While many people consider SEO to be complicated, I believe that SEO is nothing but an extension of traditional marketing. Search engine optimization consists of 9 main steps
- market research
- keyword research
- on page optimization
- site structure
- link building
- brand building
- viral marketing
- adjusting
- staying up to date
Market Research
Do you have what it takes to compete in a market?
The first step is to search the major search engines to see what types of websites are ranking for words which you deem to be important. For example, if mostly colleges, media, and government institutions are ranking for your most important terms it may be difficult to rank for those types of queries. If, on the other hand, the market is dominated by fairly average websites which are not strongly established brands it may be a market worth persuing.
You can extend out the research you get from the search results by using the SEO for Firefox extension with the Firefox browser. This places many marketing data points right in the search results, and thus lets you see things like
You can extend out the research you get from the search results by using the SEO for Firefox extension with the Firefox browser. This places many marketing data points right in the search results, and thus lets you see things like
- site age
- Google PageRank
- inbound link count
- if any governmental or educational sites link at their site
- if they are listed in major directories
- if bloggers link at their sites
The blue area under this CreditCards.com listing shows a wide array of marketing information.
Keyword Research
What keywords are people searching for?
Use the SEO Book Keyword research tool to search for popular and Long Tail keywords related to your industry. This tool cross references the Google Keyword Tool, Wordtracker, and other popular keyword research tools. Notice how our keyword tool provides daily search estimates and cross references other useful keyword research tools.
Keyword research tools are better at providing a qualitative measure than a quantitative measure, so don't be surprised if actual traffic volumes vary greatly from the numbers suggested by these tools. When in doubt you can also set up a Google AdWords account to test the potential size of a market.
In addition to looking up search volumes for what keywords you think are important also take the time to ask past customers how they found you, why they chose you, and what issues were important to them in chosing you.
You can also get keyword ideas by doing things like
- checking your web analytics or server logs
- looking at page contents of competing websites
- looking through topical forums and community sites to see what issues people frequently discuss
Site Structure
How should you structure your site?
Before drafting content consider what keywords are your most important and map out how to create pages to fit each important group of keywords within your site theme and navigational structure based on
- market value
- logical breaks in market segmentation
- importance of ranking in building credibility / improving conversion rates
You may want to use an Excel spreadsheet or some other program to help you visualize your site structure. This mini-screenshot from an Excel spreadsheet shows example data for how you might align keywords for a section of a site focused on home based businesses, start ups, and franchise opportunities.
Make sure
- your most important categories or pages are linked to sitewide
- you link to every page on your site from at least one other page on your site
- you use consistant anchor text in your navigation
- you link to other content pages (and expeically to action items) from within the content area of your website
If you are uncertain how deep to make a portion of the site start by creating a few high quality pages on the topic. Based on market feedback create more pages in the sections that are most valuable to your business.
On Page Optimization
It is hard to rank for keywords that do not appear in your page content, so each page should be organized around the goal of ranking for a specific keyword phrase, with some related phrases and related keywords mixed into the page copy.
Unique descriptive page titles play a crucial role in a successful search engine optimization campaigns. Page titles appear in the search results, and many people link to pages using the page title as their link anchor text.
If possible create hand crafted meta description tags which compliment the page title by reinforcing your offer. If the relevant keywords for a page have multiple formats it may make sense to help focus the meta description on versions you did not use in the page title.
As far as page content goes, make sure you write for humans, and use heading tags to help break up the content into logical sections which will improve the scanability and help structure the document. When possible, make sure your page content uses descriptive modifiers as well.
Each page also needs to be sufficiently unique from other pages on your site. Do not let search engines index printer friendly versions of your content, or other pages where content is duplicate or nearly duplicate.
If possible create hand crafted meta description tags which compliment the page title by reinforcing your offer. If the relevant keywords for a page have multiple formats it may make sense to help focus the meta description on versions you did not use in the page title.
As far as page content goes, make sure you write for humans, and use heading tags to help break up the content into logical sections which will improve the scanability and help structure the document. When possible, make sure your page content uses descriptive modifiers as well.
Each page also needs to be sufficiently unique from other pages on your site. Do not let search engines index printer friendly versions of your content, or other pages where content is duplicate or nearly duplicate.
Link Building
Search engines view links at votes, with some votes counting more than others. To get high quality links (that help your site rank better) you need to participate in the social aspects of your community and give away valuable unique content that people talk about and share with others. The below Google TouchGraph image shows a small graphic representation of sites in the search field that are related to SeoBook.com based on linking patterns.
In this post Matt Cutts suggested that Google is getting better at understanding link quality. Search engines want to count quality editorial votes as links that help influence their relevancy algorithms.
Link building tips
- try to link to your most relevant page when getting links (don't point all the links at your home page)
- mix your anchor text
- use Yahoo! Site Explorer and other tools to analyze top competing backlinks
- don't be afraid to link out to relevant high quality resources
Link building strategies
- submit your site to general directories like DMOZ, the Yahoo! Directory, and Business.com
- submit your site to relevant niche directories
- here is more background on directories and SEO
- if you have a local site submit to relevant local sites (like the local chamber of commerce)
- join trade organizations
- get links from industry hub sites
- create content people would want to link at
- here is a list of 101 useful link building strategies
Brand Building
Brand related search queries tend to be some of the most targeted, best converting, and most valuable keywords. As you gain mindshare people will be more likely to search for your brand or keywords related to your brand. A high volume of brand related search traffic may also be seen as a sign of quality by major search engines.
If you build a strong brand when people search for more information about your brand and other websites have good things to say about your brand, these interactions help reinforcing your brand image and improving your lead quality and conversion rates.
Things like advertising and community activity are easy ways to help improve your brand exposure, but obviously branding is a lot more complicated than that. One of my favorite books about branding is Rob Frankel's The Revenge of Brand X.
Viral Marketing
Link building is probably the single hardest and most time consuming part of an effective SEO campaign, largely because it requires influencing other people. But links are nothing but a remark or citation. Seth Godin's Purple Cow is a great book about being remarkable.
The beautiful thing about viral marketing is that creating one popular compelling idea can lead to thousands of free quality links. If your competitor is building one link at a time and you have thousands of people spreading your ideas for you for free then you are typically going to end up ranking better.
In SEO many people create content based around linking opportunities. Many of us refer to this as Link Baiting. You can learn link baiting tips from
You can search social news or social bookmarking sites like Digg or Del.icio.us to see what stories related to your topic became popular.
Measuring Results
Half the money I spend on advertising is wasted; the trouble is I don't know which half.
- John Wanamaker
How can I tell if my SEO campaign is effective? The bottom line is what counts. Is your site generating more leads, higher quality leads, or more sales? What keywords are working? You can look at your server logs and an analytics program to track traffic trends and what keywords lead to conversion.
Outside of traffic another good sign that you are on the right track is if you see more websites asking questions or talking about you. If you start picking up high quality unrequested links you might be near a Tipping Point to where your marketing starts to build on itself.
Search engines follow people, but lag actual market conditions. It may take search engines a while to find all the links poiting at your site and analyze how well your site should rank. Depending on how competitive your marketplace is it may take anywhere from a few weeks to a couple years to establish a strong market position. Rankings can be a moving target as at any point in time
Search engines follow people, but lag actual market conditions. It may take search engines a while to find all the links poiting at your site and analyze how well your site should rank. Depending on how competitive your marketplace is it may take anywhere from a few weeks to a couple years to establish a strong market position. Rankings can be a moving target as at any point in time
- you are marketing your business
- competitors are marketing their businesses and reinvesting profits into building out their SEO strategy
- search engines may change their relevancy algorithms
Keeping up to date
How do you track the changes in the SEO market? In my SEO tools I also offer Google Gadgets, which make it easy for you to embed keyword, competitive, and link research tools inside any webpage. You can track your ranking changes using this free keyword rank checker.
If you want to keep up with how the SEO market as a whole is changing consider using any of the following resources
and if you want an up to date training program consider joining our SEO training program.
Best of luck with your sites!
Aaron Wall
Best of luck with your sites!
Aaron Wall
Nice "Basics"
Useful Bits of SEO Knowledge About Knols
1. Unfortunat
2. Next tid bit, writing a review of an knol gets a link to your review article placed on the reviewed knol automatica
3. Nofollow still got you down? Well, this tid bit might pep you up. Although Google says no way with nofollow other search engines might be a little more lenient. For one Yahoo seems to give knol links credit. Do a "link:" search for some of the links listed on this site and you'll find in Yahoo that this knol counts as a link!
4. Copywrite copycats! Aaron points out on his blog that there are some copyright issue associated with knols. You'll see from his experiment
5. If you like to comment on articles and blogs to gain links you might not like knols! Comments are displayed on knols in reverse order than what most blog sites do. That means the guy who posts a comment after you knocks you down a spot and take the position above you. Which means that if too many people comment you keep getting knocked down the page until you're off the main page and onto a sub comment page, which won't have as much link love.
Well, I hope you find these tid bits of "SEO knol knowledge" useful. And keep in mind that it seems the potential for knols helping your site in the SERPs is a mixed bag of nuts depending on what engine you pick.
Aaron, if you'd like to contact me please do so using my contact or quote form found on my website http://www
- Sean Gallagher
Great Knol!
http://www
Google Webmaster, Analytics and Conversion
I also recommend making a mention of Google Webmaster as another nice resource that most people will find very helpful and interestin
I hope that helps! Feel free to contact me through my website at http://www
Bryan
Some suggestion
What is SEO and why do I need it - what is the point of SEO? You jump right in assuming I know WHY I need to understand SEO -thats a big assumption
I think you need more of an introducti
Explanatio
Thinking about monetizati
Not monetizing - esp Adsense at the start
Break the text up with some images / graphics
I think the knol "look" is to add a list of references similar to wikipedia - I think this might work quite well for this type of article.
Hope this is the sort of feedback you are looking for you can contact me at http://hub
Good Info
You've highlighte
Knol and Copyright issues
I read your post about Knol and copyright issues. http://www
It is an eye-opener
It's really bad on Google to give more value to its own content than for something that's been there for long. Probably they just want to replace Wiki from their first page of SERP.
I'm bit disturbed by the things that is unfolding now. Seems like Google is no different from the other monsters. Having a monopoly in search, they just want to beat everyone else in the business.
The same old genie but in a different bottle!
Why The Complaints
Secondly, I don't understand why so many people are complainin
Thanks again Aaron.
Cheers,
Paul B
Some Suggestion
There should be some mention of article marketing as a link building method that is also a great source of traffic. Also, for link building a mention of relevant forum participat
For the on-site SEO, perhaps some mention of importance of keywords in the title of the website and/or url, keywords in the titles of subpages, robots.txt to eliminate dupe content issues and retaining link juice for most important pages, value of sitemaps, image ALT tags and overall KW density importance within written content.
Thank You Aaron,
JR
You can contact me at genuwine45
Additional Question
Thank you.