This document discusses search engine optimization (SEO) and provides information on several key topics related to SEO. It covers why SEO is important, noting that most users click on organic search results rather than paid links. It also discusses keyword research, on-page optimization, using Business Catalyst features to optimize a website, Google's ranking algorithm and other ranking factors. The document is presented in multiple sections that each provide details on individual SEO topics.
2. 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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3. SEO TABLE OF CONTENTS
• Keywords Research
• On-Page Optimization
• Business Catalyst Features
• Google Ranking Algorithm
• Other Ranking Factors
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4. 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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6. 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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7. KEYWORD TARGETING
• Local Geo-Targeting
• City
• County
• Regional Geo-Targeting
• State
• Country
• Non Geo-Targeted
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8. 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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9. 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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10. 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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12. 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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19. 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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20. URL PATHS
• Include Keyword Phrase
• No Character Limit
• Folder Naming
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21. 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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22. INDEXED CONTENT
• Sitemap
• YourDomain.com/site
map.xml
• Auto generated
• Can upload your own
• Can disable it with
blank file
• Robots
• YourDomain.com/rob
ots.txt
• Disallow indexing of
content
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23. 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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26. 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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27. 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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28. 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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