Search Engine Optimization

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WHY SEO IS IMPORTANT

• Less than 5% of users click on Paid links

• 42% of users click on the 1st Organic link

• 26% of users click on the 2nd Organic link

• 13% of users click on the 3rd Organic link

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SEO TABLE OF CONTENTS• Keywords Research

• On-Page Optimization

• Business Catalyst Features

• Google Ranking Algorithm

• Other Ranking Factors

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SEO RESOURCES• Keyword Research Checklist

• Keyword Research Spreadsheet

• On-Page Optimization Checklist

• Business Catalyst Setup Checklist

• Links to SEO Services and Tools

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Search Engine Optimization

Part 2 – Keyword Research

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KEYWORD PROFILE• 10 Keyword Phrases

• “Low Hanging Fruit” Keyword Phrases

• Low Competitiveness

• Creative or Long Tale

• “Long Term Strategic” Keyword Phrases

• High Competitiveness

• High Volume

• Balance of Geo-Targeted and Broad Terms

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KEYWORD TARGETING• Local Geo-Targeting

• City

• County

• Regional Geo-Targeting

• State

• Country

• Non Geo-Targeted

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YOUR RESEARCH TOOLS• Google Keyword Tool

https://adwords.google.com/o/KeywordTool

• SEM Rush

http://www.semrush.com

• Word Tracker

• http://www.wordtracker.com

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INITIAL KEYWORD TARGETS• Client Questionnaire

• Customer avatar

• Product / service

names

• Competitors names

• Google Analytics

• Traffic Sources

• Content

• Competitive Analysis

• Search initial list

• Analysis top 5 listings

• Grab top 10 terms for each

• Narrow down to 2 or 3 targets

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SELECTING KEYWORD TARGETS• High Volume and Low Competition

• At lease 1000 searches per month

• .6 or Less Competitiveness

• Look for “Honey Holes”

• Competitors and Brands

• Look for Terms that Convert

• Customer Avatar

• Client Buy-In

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Search Engine Optimization

Part 3 – On-Page Optimization

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PAGE TITLE AND DESCRIPTION• Title Tag

• One Keyword Phrase Only

• Maximum of 70 Characters

• Meta Description

• Keywords Get Bolded

• Maximum of 150-160 Characters

• Meta Keywords

• Worthless

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HEADINGS• Primary Heading <h1>

• Required

• Secondary Heading

<h2>

• Required

• Tertiary Heading <h3>

• Optional

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BODY TEXT• Bold <strong>

• Italic <em>

• Link <a>

• 2-4% keyword density

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IMAGES• Alt attribute

• Title attribute

• URL path

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LINKING• Internal Links

• Move Up the Sitemap

• In-Content Links

• Blog Posts

• Product Pages

• External Links

• Useful References

• Non Competitors

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ADVANCED TACTICS• Closely Connected Terms

• Cat > Feline > Tiger > Pet

• Block-Level Optimization

• Header + Middle + Footer

• Happiness of Visitors

• Length of Visit, Returning Visitors

• Content Uniqueness and Formatting

• Length, Media, User Generated Content

• Reading Level, Spelling & Grammar

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Search Engine Optimization

Part 4 – Business Catalyst Features

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META DATA• Title Tag

• One Keyword Phrase Only

• Maximum of 70 Characters

• Meta Description

• Keywords Get Bolded

• Maximum of 150-160 Characters

• Meta Keywords

• Worthless

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URL PATHS• Include Keyword Phrase

• No Character Limit

• Folder Naming

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301 URL REDIRECTION• Permanent Redirect of A to B

• Avoid 404s

• Lost SEO efforts

• Use When…

• Moving a Website

• Changing URL Structure

• Passes Between 90-99% of Link Juice

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INDEXED CONTENT• Sitemap

• YourDomain.com/

sitemap.xml

• Auto generated

• Can upload your own

• Can disable it with

blank file

• Robots

• YourDomain.com/

robots.txt

• Disallow indexing of

content

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DUPLICATE CONTENT• Domain names

• businesscatalyst.com

• worldsecuresystems.c

om

• Secondary domain

names

• System Pages

• .ASPX pages

• Robots.txt Disallow

• Canonical tag

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WEBMASTER TOOLS• Google Webmaster Tools

http://www.google.com/w

ebmasters

• Bing Webmaster Tools

http://www.bing.com/tool

box/webmaster

• Setup

• Sign Up Client’s Email

Address

• Register Sitemap.xml

• Register Robots.txt

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Search Engine Optimization

Part 5 – Other Factors

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GOOGLE RANKING ALGORITHM

• 24% - Trust Authority of the Host Domain

• 23% - Link Popularity of the Specific Page

• 20% - Anchor Text of External Links to the Page

• 15% - On-Page Keyword Usage

• 7% - Registration and Hosting Data

• 6% - Traffic and CTR data

• 5% - Social Metrics

http://www.seomoz.org/google-algorithm-change

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DETERMINING AUTHORITY• Domain Age

• Internal Linking

• Pages Indexed

• Aggregate Score of Pages

• Inbound Links

• Natural Linking Balance

• User Generated Content

• Outbound Links

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OTHER SEO FACTORS

• Content Development

• Understand Your Client

• Post Good, Regular

Content

• Hire an SEO Copywriter

• Target Long Tale

Keywords

• 60 Blog Posts Required

• User Generated Content

• Link Building

• Hire an SEO Expert

• Get links for authoritative

domains

• Get links from a volume of

domains

• Obtain “Deep Links”

• Local Links for Local Rankings

• Getting the Anchor Text

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CONTACT US

http://marketing.clicksbazaar.com/search-engine-optimization

http://clicksbazaar.com | Contact@clicksbazaar.com

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