SEO optimisation Tips

seo tips for ecommerce sites and seo keywords tips and tricks and seo tips for meta keywords and seo tips for new sites and seo tips for wordpress sites, serps google ranking
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RichardGibbs,United Kingdom,Professional
Published Date:04-08-2017
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What can SEO do for you? Chapter 1 Chapter 1 What can SEO do for you? Sell more stuff online with SEO In most companies’ markets significant sales are either made online or researched online. Approximately 160 billion was spent online in 2009 (source: eMarketer). 7% of all consumer spending is made online (source: Comscore). Most of these sales come via search engines. Inu fl ence more ofi fl ne sales with SEO An amazing 89% of offline consumer purchases are first researched online (source: Comscore). Some 7% of retail sales are made online and this proportion is increasing every year.Chapter 1 What can SEO do for you? Get your stories read by more people with SEO If you want your website content to be read by more people then SEO can help you get it found on search engines. Keep your job with SEO Corporate life is tough at the moment with redundancies common. SEO can help your company get the extra sales and business needed for survival and even expansion. Get promoted with SEO SEO is an untapped opportunity for most businesses. Being the person that helps your company make the most of that opportunity might help put you on the inside track for promotion.Chapter 1 What can SEO do for you? Get a raise with SEO Learn SEO as a new skill and you offer new revenue sources to your current and future employers. That makes you worth more money. Start your own business with SEO If you are interested in starting your own business then SEO gives you the chance of directly reaching potential customers locally, nationally and even internationally. If you’ve got comments or questions, please let us know at basics Chapter 2 Chapter 2 SEO basics Keywords A keyword is a word or phrase used to make a search. In the example below donuts delivered is the keyword and Google suggests more commonly searched keywords, such as donuts delivered to your door. Target keywords Of the billions of searches made, you need to decide which ones you want your site to come top of the search engine results pages (SERPs) for. These will be your target keywords. Later we’ll look at some online tools that can help you find and choose your target keywords.Chapter 2 SEO basics Organic and paid search results The results of my donuts delivered search contain lists of both paid-for (pay per click – PPC) and free (aka organic) website pages. These paid and organic listings are highlighted on the image below. SEO will help you improve your site’s position in the organic search results.Chapter 2 SEO basics How search engines work If you understand how a search engine works then you have the foundation for getting your website to the top of the search engines’ results. Let’s take a simplified look at how a search engine works: Crawling Google visits billions of website pages. Google finds more pages by following (crawling) the links it finds on those billions of pages. Indexing Google stores the information it finds in its index. Google’s index is like a huge filing system for all the pages it finds. Matching When you search for donuts delivery Google searches its index for all the pages containing donuts delivery. Typically, Google will find thousands, even millions, of matches for a search. The image below shows there were 6,620,000 matches for a donuts delivery search.Chapter 2 SEO basics This means that 6,620,000 pages are competing to be shown on the first results page for that search and have a chance of being visited. If your site does not at least contain the words in a search then it is not even in the race to be found for that search. Google must then decide what order to display its results in. Ranking Google uses over 200 factors to decide what order to display the matching pages. Each matching page is scored for each of the 200-plus factors and the scores totaled. The total score is then used to rank the matching pages and decide the order the results are presented on the search results page (highest at the top). This video with Google’s head of webspam, Matt Cutts, gives Google’s own simple introduction to the basics of how Google works. Ranking factors include (for each page) … On the page • How often the keyword - for example, donuts delivery - is used on the page • Do the keywords appear in the page title and the URL (example below)? • Does the page include synonyms (words that have a similar meaning) for the keyword? On the site • Is the page from a high quality website, or is it low quality or spam?Chapter 2 SEO basics • How many links from other pages and sites point to the page (and how important are those links)? • The use of the search query (keywords) in the anchor text of any links pointing to a page. Anchor text is the actual words you click when following a link. Like these words which link to the Wordtracker Academy. User behavior • The percentage of searchers that click through (clickthrough rate – CTR) to each listed page. • The percentage of searchers that, once they have clicked through to a page, come straight back to the search results. Social reference • How much (and by whom) a page is referenced on social sites like Facebook, Twitter and Google+. • Whether or not others in a searcher’s social network have shown a preference for a page (giving personalized results). Local • The location of both the searcher, the web page and its business if it’s deemed the search query deserves a local result. If you’ve got comments or questions, please let us know at Wordtracker helps you find the best keywords for your pages. Take a free trialThe long tail of search Chapter 3 Chapter 3 The long tail of search The different combinations The long tail of keywords of words used to The long tail of keywords is the vast number of different keywords used search with are almost on search engines. endless, with 20% of keywords used each day So many searches are made with long tail keywords that the number of searches made with popular ‘head’ keywords is insignificant. being either unique or not used for six months. Consequently, the long tail offers more potential for profit than the head. Source: Google The image below shows monthly organic search engine visits numbers for three different sites. Here are the figures showing how many different keywords were used for those visits: Site A: 307,408 visits via 177,305 keywords (57%) Site B: 172,116 visits via 104,670 keywords (61%) Site C: 124,069 visits via 66,590 keywords (54%) That’s a lot of different keywords. That’s the long tail of keywords.Chapter 3 The long tail of search 83% of Site C’s 66,590 keywords brought just one visit. 83% of 66,590 different keywords That’s the long tail of keywords again. bringing traffic to a site, Google says: brought just one visit. “The different combinations of words used are almost endless, with 20% of keywords used each day being either unique or not used for six months.” We’ve said that SEO needs target keywords. But clearly we can’t target over 66,000 different keywords. So we target groups of keywords … … keyword niches A keyword niche is a group of keywords containing a single ‘seed’ keyword Eg, not just donut recipe … … but all keywords containing donut recipe ... … including some of the suggestions shown by Google in the image on the left. If you’ve got comments or questions, please let us know at for new sites Chapter 4 Chapter 4 SEO for new sites Where to start with SEO’ing your brand new site? Here’s a simple SEO process for planning that site and finding appropriate keyword niches to target. What is SEO? SEO (search engine optimization) is the process of attracting organic (ie, non-paid or PPC) search engine traffic in order to push your website up the SERPs (search engine rankings pages)(in other words, get to the top of Google or Bing). In this chapter we’ll be giving you a simple process for finding and using the keywords that people actually use to get your site to appear more often in SERPs. The process Your site will have three layers to its structure: a home page, category pages (homes for content about different subjects) and content pages (which contain articles, posts, product information, etc). The process has the following four stages: 1) Identify the site’s Target Niche 2) Find Target Sub-Niches for category pages 3) Find further Target Niches for content pages 4) Find Target keywords for each page Let’s look at each of those ... 1) The site’s core Target Niche (and home page) Keep things very simple when starting keyword research for SEO for new sites. Start finding keywords to target with Wordtracker’s First find a single keyword that summarizes your site’s target market. So, if you are selling luxury chocolate then you might use chocolate. Keywords tool. Try it free for 7 days You can use that single keyword to start your keyword research. This is or for more info, email your site’s core Target Niche. mariawordtracker.comChapter 4 SEO for new sites Keyword research tools like Wordtracker Keywords and the Google Keyword Tool make it easy to find keywords to target because they give you direct access to large databases of real searches made on search engines. I’ll use the Wordtracker Keywords tool here because it gives us: • Access to both Google’s and Wordtracker’s databases of real searches. (Wordtracker’s data comes from two smaller search engines, and • Measures (metrics) of the size and quality of the Competition (competing websites) that must be beaten to get visits via the keywords shown. • The ability to save target keywords in Lists in Projects and Projects in Campaigns. Lists and Projects can be developed over time and used to plan your website’s structure and its PPC campaigns. • Tools to track our site’s ranks on Google search results pages for up to 100 target keywords. • Tools to help write Google-friendly metadata (such as title tags and descriptions) for pages, using saved target keywords. • Site audit tools to find potential SEO problems on your site(s). You can take a 7-day free trial of the Wordtracker Keywords tool at There’s no contract and you can cancel at any time in the first week and pay nothing. Let’s get started. In Wordtracker Keywords, first click the Keyword Research tab and Create a Campaign:Chapter 4 SEO for new sites You’ll then be taken to the Dashboard, from where you can create a Project by clicking the ‘+’ button on the Keyword Research box on the left. Name your project carefully. Ideally use your site’s core Target Keyword Niche, as discussed above. Eg, if you are selling gourmet tea then use tea. This is because the name will automatically be used to start finding possible keyword Niches to target. Your project name will also be used as the default (you can change it later) target keyword Niche for your site’s home page. You’ll see this is part of planning the site structure that follows.Chapter 4 SEO for new sites Keyword research has long been used to plan a site’s structure. But Wordtracker’s new keyword research tool now takes this to a new level of convenience - it integrates your keyword research process (not just the results) into a visual site map. You can use the tool to plan the detailed structure of your site. To illustrate the point, the following image shows a simple site structure with a home page, linking to category pages and then content pages. Going back to planning our new Gourmet Tea site, after creating the Tea Project, the journey to a finished plan of the site’s structure (and its matching target keyword Niches) starts with the map view seen in the image on the following page:Chapter 4 SEO for new sites Tea is the site’s seed Niche (the core Niche). And we can see the tea Niche at Level 1 in the map. Think of tea (Level 1) as the site’s home page and core keyword the home page will target with SEO (although we’ll likely refine that later to something less competitive as this is a new site).Chapter 4 SEO for new sites The left-hand column in the image above is a collection of ‘Unassigned Niches’ the tool has suggested for consideration. If we are interested in them, we can use them for further keyword research or as Target Niches (and therefore pages on the site). 2) Find Target Sub-Niches for category pages A site’s content should be organized into categories, aka different subjects. For example, a gourmet tea site might have categories for ‘tea gifts’ and another for ‘how to make tea’. Each category has a category page that lists links to relevant content. These category pages are the next level (Level 2 in your site’s structure). Each is a Target Niche. Let’s continue planning our gourmet tea site’s structure by finding its category pages’ Target Niches ... ‘Go inside’ the tea (home page) Niche by clicking its dropdown arrow (on the right of its icon) and then ‘Open Keyword List’ (we’ll refer to this as visiting a keyword Niche’s List). The result is a search of Wordtracker’s database of real searches using the Niche name as the seed keyword. The image below shows the 10 most popular (of 2,000) keywords containing tea.

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