SEO - What Is Search Engine Optimization? Finding the right keywords and phrases therefore is the foundation for the whole SEO campaign. Here, we aim to come up with a list of 50 to 100 keywords and phrases against which we will analyze both the search frequency and the competition. From this we can use a statistical method for identifying the best selection that will give the best results. The following steps would be followed, some of which are iterative: - Analyze your existing website to identify words and phrases that already naturally appear, -Analyze your competitor's websites to see what keywords and phrases they use. Tools exist to assist with this process - Come up with alternative phrases for these keywords e.g. "social housing consultants", "social housing consultancy", "social housing consulting". Once again, tools exist to assist with this process -Come up with a good mix of 1,2,3 and 4 word phrases Once we have the list of keywords and phrases we can then use these to find out the number of searches made each month and the number of websites that contain these results. Once again, tools exist that assist in the process including Google's own set of tools. At the end of this process we should have a set of key words and phrases that are to be the cornerstone of the SEO campaign but will continue to be refined over time. For example, to support new articles that appears on the website. On-site Optimization You wouldn't expect to appear high up on the SERP for a word or phrase that doesn't appear very often or not at all on your website. Therefore, in order to attract the attention of the search engines, we must ensure that our key words and phrases actually appear on the website. This will unfortunately involve some tweaks or even re-writes of pages or articles in order to thread these keywords and phrases into the website. There are several areas where these keywords and phrases should appear. Examples are: - Page Content including articles - Page Descriptions - the text that appears in the top of your browser when you visit a website. This is also used in some search engines in the search results. This information is added using "meta tags" which are hidden in the page source code. If the page is editable using a content management system (CMS) they can usually be edited directly - Keywords - Also hidden in meta tags and used by some search engines - URLs - it is better to have a page named ".../strategic-asset-management.html" than ".../page2.html Once again there are tools to help test the relevance of a page in terms of keywords and phrases. This is an iterative process and to some extent trial and error. The key thing is to keep the language as natural as possible whilst using the keywords and phrases as often as possible - without going overboard. Too much keyword density can result in search engines such as Google removing a site from their index, if it suspects foul play. Off-Site Optimization Google uses a voting system to rank websites and pages in order of importance when deciding which pages to show at the top of the SERP. It is not the case that the site with the
1. SEO - What Is Search Engine Optimization? Finding the right
keywords and phrases therefore is the foundation for the whole SEO
campaign. Here, we aim to come up with a list of 50 to 100 keywords
and phrases against which we will analyze both the search frequency
and the competition. From this we can use a statistical method for
identifying the best selection that will give the best results. The
following steps would be followed, some of which are iterative: -
Analyze your existing website to identify words and phrases that
already naturally appear, -Analyze your competitor's websites to
see what keywords and phrases they use. Tools exist to assist with
this process - Come up with alternative phrases for these keywords
e.g. "social housing consultants", "social housing consultancy",
"social housing consulting". Once again, tools exist to assist with
this process -Come up with a good mix of 1,2,3 and 4 word phrases
Once we have the list of keywords and phrases we can then use these
to find out the number of searches made each month and the number
of websites that contain these results. Once again, tools exist
that assist in the process including Google's own set of tools. At
the end of this process we should have a set of key words and
phrases that are to be the cornerstone of the SEO campaign but will
continue to be refined over time. For example, to support new
articles that appears on the website. On-site Optimization You
wouldn't expect to appear high up on the SERP for a word or phrase
that doesn't appear very often or not at all on your website.
Therefore, in order to attract the attention of the search engines,
we must ensure that our key words and phrases actually appear on
the website. This will unfortunately involve some tweaks or even
re-writes of pages or articles in order to thread these keywords
and phrases into the website. There are several areas where these
keywords and phrases should appear. Examples are: - Page Content
including articles - Page Descriptions - the text that appears in
the top of your browser when you visit a website. This is also used
in some search engines in the search results. This information is
added using "meta tags" which are hidden in the page source code.
If the page is editable using a content management system (CMS)
they can usually be edited directly - Keywords - Also hidden in
meta tags and used by some search engines - URLs - it is better to
have a page named ".../strategic-asset-management.html" than
".../page2.html Once again there are tools to help test the
relevance of a page in terms of keywords and phrases. This is an
iterative process and to some extent trial and error. The key thing
is to keep the language as natural as possible whilst using the
keywords and phrases as often as possible - without going
overboard. Too much keyword density can result in search engines
such as Google removing a site from their index, if it suspects
foul play. Off-Site Optimization Google uses a voting system to
rank websites and pages in order of importance when deciding which
pages to show at the top of the SERP. It is not the case that the
site with the
