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
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
http://www.wordtracker.com/academy/seo-made-simple-commentsSEO 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
http://www.wordtracker.com/academy/seo-made-simple-comments
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
http://www.wordtracker.com/academy/seo-made-simple-commentsSEO 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, Dogpile.com and Metacrawler.com)
• 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
https://www.wordtracker.com/trial 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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