Corporate PowerPoint Template - Zendesk Architecture (IA) SEO Flowchart SEO Page Content examples . 3 What is SEO? ... WHAT: The IA is a model of the UoN website illustrating the

Marketing & Public Relations Department

University of Newcastle

February 2013

Version 1.0

SEO Toolkit Keyword and Competitor Research

and On Page Optimisation

2

SEO Toolkit Contents

What is SEO? and the SEO Process

SEO - Points to remember

Three Key SEO Steps – Flowchart

Three Key SEO Steps – Explained

STEP 1: Define Purpose of Your Page

STEP2 : Keyword and Competitor Research

STEP 3: On-page Optimisation

CASE STUDY

Key Resources

Information Architecture (IA)

SEO Flowchart

SEO Page Content examples

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What is SEO?

SEO is the acronym for Search Engine Optimization. SEO is the process of getting

the highest possible page rank for a web page on search engines. The higher a

page rank, the higher number of potential visitors to a website.

SEO is hugely competitive and many elements contribute to the ranking of a web

page on a search result. However, certain SEO practices undertaken on web page

setup (and throughout its lifetime) can increase the ranking of a web page.

SEO consists on ‘on-page’ and ‘off-page’ SEO, in this document we focus on on-

page SEO techniques.

The SEO Process

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Future

Students Research International

Industry &

Business

Alumni &

Community

Strategic Goals

SEO - Points to remember

Search engines may rank individual pages, but these pages support the ranking of the

entire website

Understand the hierarchy of the page and how other pages may connect and support this

page

Important to work as a team and collaborate on sections that are similar e.g. Faculty content

Planning should be undertaken for each audience section to ensure major goals are

outlined and achieved

Evaluate the value of internal versus external pages, in association with business goals

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STEP 2. KEYWORD AND COMPETITOR RESEARCH

STEP 3. ON-PAGE OPTIMISATION

Three key SEO steps – Flowchart

PAGE PLACEMENT

Where does the page sit within the

website? What its hierarchy?

How to: Reference Website Brief and

Website Information Architecture (IA)

EXISTING PAGE/S

Does the existing website contain any

pages that are the same or display

similar content?

META DATA

If yes, understand the existing page/s

meta data and content featured

How to: View page and ‘page source’

STATE PAGE PURPOSE

Outline ‘Page purpose’, proposed

‘URL’ and if meta data available list

potential ‘keywords’

How to: Use SEO Page Content

document

PAGE ANALYTICS

Review and evaluate the

existing page analytics

and keywords used

How to: Google Analytics

STEP 1. DEFINE PURPOSE OF PAGE

KEYWORD RESEARCH

Brainstorm keywords based

on content topic or try other

keywords previously used?

How competitive are these

keywords?

How to: Use Google

Keyword Tool

COMPETITOR RESEARCH

Do your competitors rank for

these keywords?

How easy or hard will it be to

compete / rank for these

keywords?

How to: Use Google Search

and evaluate on-page content

of relevant pages – both high

and low ranking

INVESTIGATE EXISTING PAGE/S

Do the existing page/s rank well?

Should previously used keywords

(or recommendations based on

them) be used again?

How to: Use Google Search and

evaluate on-page optimisation

COMPARE KEYWORDS

What keywords have

better search volumes?

Are there any significant

trends over time or

location?

How to: Use Google

Trends

COMMUNICATE TO TEAM - Update Optimisation Log; draft content in all columns

COMMUNICATE TO TEAM – Update Optimisation Log; finalise content in all columns

FINALISE KEYWORDS

If need be, undertake

further Keyword and

Competitor Research.

Confirm and outline

keywords.

How to: Use SEO Page

Content document

NEW PAGE META DATA

Define: 1. URL, 2. Page title, 3. Meta

description and header tags 4. Image (alt)

tags

How to: Use SEO Page Content document

WRITE PAGE CONTENT

Write text and include images ready

for stakeholder approval

How to: Use SEO Page Content

document

OPTIMISE AND SEEK APPROVAL

Review your content and ensure optimised for

search engines and humans. Get approved.

How to: Use SEO Page Content document

BUILD PAGE

Create webpage!

How to: Squiz

Matrix CMS

YES

6 Step 1: Define Purpose of Page

WHY? Outlining the purpose of each page helps you to create content for all the right reasons.

Defining the purpose of a page helps outline:

What objectives need to be achieved

Who is your target audience/s

What are your target audience/s needs and wants

The messages that need to be communicated

The action / response you want your audience/s to undertake

Three key SEO steps - Explained

Step 2: Keyword and Competitor Research

WHY? Planning and researching keywords sets up your SEO strategy to get the optimal SEO

results for your web page, and the UoN website as a whole.

Planning keyword and competitor research helps outline:

Undertake the right sequence of steps of keyword research and analysis

View keywords your competitors are successfully ranking for

Determine how popular and how competitive keywords are in search results

Determine which keywords are valuable for the purpose of your page

Step 3: On-page Optimisation

WHY? Using knowledge gained in planning stages, you can now SEO your page by inserting

keywords on-page (into your web page content and meta data).

On-page Optimisation helps outline:

Merge your keyword findings with the purpose of your page

Understand meta-data tags

Determine how popular and how competitive your keywords are in search results

Determine which keywords are valuable for the purpose of your page

In SEO Content is KING!

Quality content contributes

greatly to SEO!

Quality content = content

users will want to read and

share.

Quality content = content that

is easily found in search

results.

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Step 1. Define Purpose of Page

PAGE PLACEMENT

Tools to use:

Information Architecture (IA) and Web Brief

WHAT: The IA is a model of the UoN website illustrating the

organisational concept and hierarchy of web pages within the

complete UoN web site structure. And the Web Brief will help

identify the needs for new website content.

WHY: You reference the new site Information Architecture (IA)

along with the Web Brief to determine the correct positioning of

your page. The IA will help you determine where best the page

should sit within the hierarchy of the website page structure, or the

page level of importance. This assists in researching stages of

defining purpose of your page.

Information Architecture (IA) Sample

Web Brief Sample

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EXISITING PAGE/S

WHAT: Find out if any existing or related pages exist

and understand if this page/s will help shape the new

page’s purpose.

WHY: By evaluating any existing or related page/s

you can identify how these pages are relevant for

future pages.

Review the ‘content type’ - Is it a homepage, a

landing page or internal content page?

• Review meta data:

URL - How many levels deep is it? What

keywords have been used?

Page title - What keywords have been used?

Page description – As above

Document any helpful details within the SEO

Page Content e.g. any relevant keywords to use

in for future pages

Related existing web page

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META DATA

WHAT: Website meta data is the underlying

structured description of the content, quality, or

other characteristics of a web page. Look at the

meta tags within meta data.

WHY: Meta data provides information such as

keywords that are relevant to a web page.

Search engines use the information stored in

meta data when indexing web pages.

As meta data is a significant contributor towards

successful SEO, carefully researched and

structured meta data is essential in creating

search engine optimised web pages.

See ‘More about meta data in the Case Study here.

Sample of meta data from existing web page

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PAGE ANALYTICS

Tool to use: Google Analytics

WHAT: Google Analytics (GA) is a Google web analytics service that

provides statistics and basic analytical tools for search engine

optimization and other marketing purposes.

WHY: Use Google Analytics to review the web page analytics and

keywords that drive traffic to the existing page or section. We do this to

determine which keywords people are using and entering into search

engines when the web page appears in a search results.

See ‘How to Use: Google Analytics’ in the Case Study here.

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SEO Page Content

Tool to use: UoN Website – SEO Page Content

WHAT: The UoN Website – SEO Page Content document is a

template to assist you in your planning, processing and construction of

SEO optimised web page.

WHY: Now you should have all the information to determine the page

purpose and target audience etc.

Use the SEO Page Content to document:

What needs to be achieved to meet client needs

A view of what’s been done in the past and if it’s worked

Content, keywords and on-page meta data for each page


STATE PAGE PURPOSE

Remember:

Ensure ‘purpose’ relates to Web Brief; key messages, key tasks etc.

Do communicate with your team to ensure the page purpose and keywords are used for the page in the context of the whole

website

Don’t over complicate the page purpose. It will most likely be one of the following:

• Help build awareness

• Access information

• Assist with goal conversion

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COMMUNICATION AND OPTIMISATION LOG

Tool to use: Optimisation Log

WHAT: The Optimisation Log is a central data file that records all existing keywords used on the UoN

website. The log documents keywords, pages, URL’s relative to other pages on the site

WHY: Use the Optimisation Log to ensure that the hierarchy and distribution of selected keywords best

support the business objectives and UoNs website SEO goals. It also prevents repetition and

competition of keywords and page within the UoN website.

Do communicate with your team to ensure the page purpose and optimum keywords are used for the

page in the context of the whole website.

Optimisation Log

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KEYWORD RESEARCH

Tool to use: Google Adwords Keyword Tool

WHAT: Google Adwords Keyword Tool allows us to identify good

opportunity keywords (or phrases) that are popular in search

results.

WHY: Keyword and competitor research is undertaken to explore

best keyword options for our page and brainstorm for

opportunities.

We can use variants and understand keyword volumes and

trends. We’re also able to review competitors keywords and

levels of competitiveness.

See ‘How to Use: Google Keyword Tool’ in the Case Study here.

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COMPETITOR RESEARCH

Tool to Use: Google Search

WHAT: Google Search or Google Web Search is a

web search engine owned by Google. It is the most

commonly used search engine on the Internet.

WHY: By undertaking a Google search we can view

search results our target audiences will obtain when

searching using our targeted keywords. We can

look further into the web pages of our highest

ranking competitors to view how they are using our

targeted keywords and what content they are

featuring.

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INVESTIGATE EXISITING PAGES

Tool to Use: Google Search

WHY: By undertaking a Google search using our targeted

keywords we can view our UoN search page rankings and how

they rank in comparison to our competitors.

Existing UoN web page

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COMPARE KEYWORDS

Tool to Use: Google Trends

WHAT: Google Trends is a Google tool for undertaking market

research. Online trends can be viewed over time, meaning what

people are searching for online. Google Trends allows for

comparison in the volume of searches between two or more

markets/items. This provides the ability to see the popularity

between them.

WHY: Use Google Trends to view how keyword variations are

performing over time and across a specific location.

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FINALISE KEYWORDS

Tool to use: SEO Page Content

WHAT: Think about keywords, trends and competitors and

highlight opportunities:

Review keyword volumes and trends

Outline possible variants and other potential keywords

Review competitors and levels of competitiveness

Consider how difficult it will be to compete with:

Content inclusions of competitor pages

- What content if currently available?

- Could more valuable content be offered?

Keyword inclusions

- Assess On-page Optimisation?

- What keywords best to use?

Are there any gaps in the marketplace? Is there anything missing?

How can we differentiate from competitors?

WHY: By undertaking Keyword and Competitor Research you will start to

see what content is available and how you can position your new page to

best compete in the marketplace.

SEO Page Content

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COMMUNICATION AND OPTIMISATION LOG

Tool to use: Optimisation Log

WHAT: The Optimisation Log is a central data file that records all existing

keywords used on the UoN website. The log documents keywords,

pages, URL’s relative to other pages on the site

WHY: Think back to ‘purpose’ and ‘target audience’, referencing your

targeted keyword and competitor research. Are there any changes to

page purpose or target audience/s as result of your keyword and

competitor research?

Use the Optimisation Log to:

• Continue to communicate with your team to ensure the page purpose

and optimum keywords are used for the page in the context of the

whole website.

• Get keyword/s signoff, if required

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Step 3. On-page Optimisation

NEW PAGE META DATA

URL

URLs for top 3 levels already

outlined

Must include a primary keyword in

URL

Should be unique and describe

page contents

Try and not bury content under

multiple levels

Must include our brand name:

The University of Newcastle, Australia

Page title

Must be unique and describe

the page content

Keep short and descriptive

Limit to 68-70 characters –

including spaces

Must include primary keyword

Include our brand name ‘The

University of Newcastle,

Australia’

Use ‘|’ to separate keywords

NB: Off-page page title

appears as: ‘dcterms.subject’ =

page title

Page description

Create unique description for all

pages, it should reflect page content

Optimal length approximately

150-160 characters

Must include primary keyword or

secondary keywords, in order of

priority, this will support page click

through rates

Make sound human, not unnatural

or forced

Tool to use: SEO Page Content

Define your new meta data into your SEO Page Content document.

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NEW PAGE META DATA cont…

Header tags

Must add a least one heading or header tag (H1)

H1 tags should be clear and engaging

Best practice to include a keyword in H1 or other

header tags

Primary keyword should match keyword used within

page title

Add other title tags (H2 and H3’s ) when possible –

humans and search engines love header tags!

Image tags (alt or alternative tags)

Ensure all images have a unique description

Descriptions should be concise, descriptive and

include a keyword if possible

Size of images should enable quick page load

time, keep under 30-50K per image

Users with disabilities and search engines utilise

descriptions

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WRITE PAGE CONTENT

OPTIMISE AND SEEK APPROVAL

• Review your SEO Page Content and ensure your page content is optimised for both search

engines and humans

• Get your SEO Page Content document approved

BUILD YOUR PAGE Create SEO webpage!

Tool to Use: Squiz Matrix CMS

Content writing tips to remember:

Use a primary keyword throughout the page; at the top, middle and at the bottom of the page

Include calls to actions within content

Add internal page links – keywords can be included in links

Avoid keyword stuffing – rough guide: 2-3% for every 500 words

Enable uses to share content – add the share function

Tool to use: SEO Page Content Your preparation is now complete, as you have filled out your supporting documentation -

SEO Page Content document and Optimisation Log. Now it’s time to refer to your SEO

Page Content document and write your page copy.

Look our for these icons – these will help you

through the case study

• Resource Tool

• How to

• Observation

• Question

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CASE STUDY - Keywords: ‘research performance’

• This case study illustrates steps 1 and 2 of this SEO Toolkit in detail and also provides completed

examples of step 3 documents. For this case study the target keywords are ‘research performance’

• You can follow this case study using your SEO Flowchart

Before you get started:

Open Web Brief

Open SEO Page Content document

Open Information Architecture (IA)

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1

2

PAGE PLACEMENT

QUESTIONS:

Where does the page sit within the website?

What’s the page hierarchy?

Looking at the IA, we can see that a ‘research

capabilities’ exists within the third level, out of a

possible three levels of the IA. Therefore the

page is an internal page, and as the 2nd level if

not clickable this page is quite important.

The keywords selected for this page may be

prioritised over another UoN web page if those

same keywords are suitable for pages positioned

under level 3 and beyond.

EXISITING PAGE/S

QUESTIONS:

Does the existing page contain pages that are the same or display similar content?

There is no existing page for research capabilities on the UoN website.

However, looking at the current (2012-13) UoN website we can see a very similar page; ‘research strengths’. This

page can be used as a reference to our new research capabilities page.

CASE STUDY

Step 1. Define Purpose of Page PAGE PLACEMENT and EXISTING PAGE/S

How to: Reference the Information Architecture (IA)

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Step 1. Define Purpose of Page META DATA

How to: Find Meta Data To find the current

‘page title’, scroll over

tab to view or ‘view

page source’ and

search for ‘description’

To find the current ‘page description’, right click

to access ‘view page source’

Click ‘F3” (shortcut) to search for ‘description’

CASE STUDY

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How to: Evaluate IA and Google Analytics Data

QUESTIONS:

Page Placement:

Does the position of the page in the IA and level of importance of the page has in relation to UoN business goals

reflected in Pageviews? (A Pageview is a single person (visitor) viewing a your page on the website.)

Does the Avg.Time on Page suit the page purpose and content?

Page Purpose:

Does your research require local (Australia based) and/or global analysis? If so, adjust your Search settings

appropriately.

Does your research require device specific results? If so, adjust your Search settings appropriately.

Does the Bounce Rate (a user abandoning UoN website directly after landing on entering this page) best reflect

page purpose and target audience needs? Bounce Rate is the percentage of people who came to your website and

left without visiting another page.

Is the Exit Rate appropriate, again consider page purpose and target audience etc?

Keywords:

Where do your keywords and previously used keywords sit in relation to the IA?

Are keywords positioned in relation to IA to best serve reaching target audiences?

Can you think of any other potential keywords based on content topic that may be popular search terms for your

page?

Use research to understand what search terms were previously used?

Are there duplicate keywords in any ‘keyword phrases’? Have any keywords been used before?

What are the top search keywords used to find the current page?

What are high volume, low competition keywords? ‘Sort’ results via clicking on headings where necessary.

CASE STUDY

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Step 1. Define Purpose of Page PAGE ANALYTICS

3. From the Dashboard, select University of Newcastle account.

4. Open All Visits

5. Select Content > Site Content > All Pages from left navigation bar.

6. Enter the page name into the search box

Hint:

Open the page in a browser and select URL section after http://www.newcastle.edu.au

Eg. http://www.newcastle.edu.au/research/research-strengths/ becomes

/research/research-strengths/

Be sure to include the forward slash (/) at the start of your file path!

1. Go to: http://www.google.com.au/analytics/

2. Login at top right corner of page.

Username: TBC

Password: TBC

Research Tool CASE STUDY

How to: Access Google Analytics

http://www.google.com.au/analytics/

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7. Click on the correct URL (page) from list. Click on the arrow to preview the actual page if

you need reassurance you are accessing data from the correct page.

Note: Your file name will now end in /index. This assists us track your page in Google Analytics.

8. Select Secondary Dimensions > Traffic Sources > Keywords.

9. Ensure that your ‘Page view’ are sorted from large to small. View and document in your

Optimisation Log the relevant and top performing keywords (around 4-6 in total).

Step 1. Define Purpose of Page PAGE ANALYTICS continued…


28

Step 1. Define Purpose of Page STATE PAGE PURPOSE

QUESTIONS:

Consider opportunities

By viewing top ranking keywords for our web page determine keywords we may want to use (or rank for) in our

new page. We may want to select one or two of these top ranking keywords to enter into Google Adwords

Keyword Tool to get insight into similar high ranking keywords that we may not have otherwise thought of.

Creative thinking

• Think outside the box when considering content creation, targeting your audience and our business goals.

• Remember, no page exists in isolation. So it’s important to work as a team using existing documentation and

tools. Aim that the best keywords will be used for your page in view of your page in context of the complete

website, competitors and trends.

Complete ‘purpose’ and ‘target audience’ in SEO Page Content

Communicate with team and log findings in the Optimisation Log

Get any necessary signoff

CASE STUDY

29

Step 2: Keyword and Competitor Research KEYWORD RESEARCH

How to: Access Google Adwords Keyword Tool

1. Go to: https://adwords.google.com/KeywordTool

2. Perform Find keyword search.

a. Using good performing keywords as seen in your Google Analytics

research enter a keyword into Word or phrase

b. Select ‘Only show ideas closely related to my search terms’

c. Select Exact match type

d. Ensure you have selected appropriate Locations setting e.g. Australia

e. Type in the page security text (the capture)

f. Click Search button

Research Tool

Observations:

Nothing of major significant value

Review marketplace for variant ideas

https://adwords.google.com/KeywordTool

30

QUESTIONS:

Does your research require local (Australia

based) and/or global analysis? If so, adjust your

Search settings appropriately.

Does your research require device specific

results? If so, adjust your Search settings

appropriately.

What are high volume, low competition

keywords? ‘Sort’ results via clicking on headings

were necessary.

Observations:

Highly competitive keyword

Competitors ranked are within University sector, UoN

ranks 4th

1.

2.

Step 2: Keyword and Competitor Research COMPETITIOR RESEARCH

How to: Use the Google Search Tool

Undertake competitor research using Google search tool. From Google Keyword Tool platform – go

to keyword in results, click on drop down arrow and select ‘Google Search’

1.

2.


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1. 2.

3.

Research Tool

How to: Use Google Search Tool continued..

Undertake further competitor research using Google search tool

How competitive is the page term?

How competitive will it be to rank in comparison to competitors?

What could be assisting your competitors ranking?

1.

2.

3.

Keyword in Page Title

Keyword included in URL

Part of keyword used in Page Description

CASE STUDY

Observations for top ranking pages:

32


Research Tool

Observations for UoN ranking:

Keyword included in at front of copy in page title

Keyword does not appear in URL and not buried in multiple file layers

Keyword is used in page description


Evaluate ranking of UoN’s page (if applicable)

CASE STUDY

33



Undertake further competitor research by clicking on their page and evaluating their on-page

content and meta data

How many times do keyword/s appear? Where do they appear?

Is the content relevant?

How competitive is this example?

Observations:

Keyword included once page URL

× Content is relevant, but doesn’t seem too competitive

Remember to undertake the same assessment of other competitors

if you think it will be worthwhile


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Step 2: Keyword and Competitor Research INVESTIGATE EXISTING PAGE/S

Observations:

Keyword included URL, but buried deep under multiple layers

Keyword included in page title and as Header

Question: Is this content what users are expecting to see, or is it too specific, as only relates to one Faculty?


Evaluate UoN’s page by asking similar questions


35

Step 2: Keyword and Competitor Research INVESTIGATE EXISTING PAGE/S

Research Tool


Evaluate other UoN pages by asking similar questions

CASE STUDY

36

Research Tool

Step 2: Keyword and Competitor Research COMPARE KEYWORDS

Version 1 | SEO: Keyword and competitor research | www.newcastle.edu.au

Questions:

What does the ‘Past 12 month’ keyword search trend indicate about the quality of the

keyword?

If you have undertaken a comparison search, which keywords appear to have the best

‘interests over time’?

Is keyword trend affected by seasonality?

How to: Access Google Trends

1. While in: https://adwords.google.com/KeywordTool

2. In results section, click on keyword dropdown arrow. Select ‘Google Insights for Search’

3. Set Limit to according to brief constraints

4. If appropriate, enter search terms in Add term for comparative search

CASE STUDY

https://adwords.google.com/KeywordTool

37

Research Tool


Observations:

Searches for ‘research capabilities’ is

affected by seasonality however has a

stable search trend

Comparison search shows 'research

strengths’ searches are far greater on a

worldwide scale

How to: Use Google Trends – ‘research capabilities’ results

CASE STUDY

38


Observations:

Worldwide scale, ‘research capabilities’ is used – about 25%

Australian scale, ‘research strengths’ more popular

Option – back to Google Adword Tool for more insights!

Research Tool

How to: Use Google Trends – ‘research capabilities’ results continued…

39

Step 2: Keyword and Competitor Research FINALISE KEYWORDS

Observations:

Worldwide scale, ‘research capabilities’ is used – about 25%

Australian scale, ‘research strengths’ more popular

Option – back to Google AdWord tool for more insights

Research Tool

How to: Use Google Search Tool

Now, undertake further competitor analysis for ‘research strengths’.

CASE STUDY

40

Step 2: Keyword and Competitor Research FINALISE KEYWORDS

Observations:

Part of keyword included in URL

Keyword included in multiple places throughout content; top,

middle and bottom

Research Tool


Our competitors on-page keyword search

CASE STUDY

41

Step 3: On-page Optimisation

Completed SEO Page Content example

CASE STUDY

Use SEO Page Content document to establish page meta data, write page content and seek

approval.

Access…

SEO Page Content document

SEO Page Content document – completed example

SEO Page Content document – applied to web page

Applied to web page

42

Key Resources

Information Architecture (IA)

SEO Flowchart

SEO Page Content

Need help?

Contact Online Marketing Officer, Online Marketing Department, Marketing and Public Relations

Documents

Corporate PowerPoint Template - Zendesk Architecture (IA) SEO Flowchart SEO Page Content examples . 3 What is SEO? ... WHAT: The IA is a model of the UoN website illustrating the