SEO Mechanics Guide
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This document provides guidance on search engine optimization (SEO) mechanics. It discusses topics like keywords, page titles, headings, images and more. The main points are that SEO is not as difficult as some believe, but it is an ongoing process of optimizing content to match what searchers are looking for. Proper use of keywords, fresh content, and other optimization can help websites rank higher in search results.
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SEO Mechanics Guide
- 1. Copyright Darren J. Cox and M.IP.P Strategy ™, 2010. All Rights Reserved SEO Mechanics IT IS NOT AS HARD AS YOU THINK Darren Cox M.IP.P. Strategy CaSTT, LLC. Dcox@MippStrategy.com 651-245-7797 Steve Carsten Scarsten@gmail.com Insert Contact Info Here Copyright Darren J. Cox and M.IP.P Strategy ™, 2010. All Rights Reserved
- 2. SEO Mechanics • SEO Rules to Live By • Content / Topic • Keywords • Page Titles (Title Tags) • Headings • Using Keywords • Images and Video • Right and Wrong • Words to the Wise • Resource Links Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
- 3. Darren Cox and Robert Bausch Darren Cox Founder and Chief Evangelist - CaSTT™, LLC President of M.IP.P. Strategy (Marketing, Intellectual Property, Product and SEO Strategy). 10 years doing SEO Consulting, using proven Web-marketing strategies, innovative workflow processes, content optimization techniques and Web 2.0 Integration He is formerly the Vice President of Public Communication Services for GovDelivery and the Senior Higher Education Market Manager for US WEST (now Qwest). Darren has too many degrees to list; None of which matter. Steven Carstens Sr. Developer and SEO Guru - IQ Marketing Steven has spent 11 years helping customers define design and develop their communication, branding and online marketing strategy. Steven has implemented cost-saving, revenue building strategies for companies ranging from Fortune 100 to online-only, mom & pop shops. Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
- 4. Why Bother? – SEO Mechanics Put your Call-to-Action in Front of Those Who Want to Take Action • Create Unsolicited Leads • Increase Revenue • Reduces Costs • Speeds Time-to-Sale Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved Without SEO This is You?
- 5. How to Measure SEO Success Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved Search FindClick
- 6. SEO is NOT an Accident Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved Search Click Find
- 7. 7 Rules to Live By – SEO Mechanics 1.Search Engine Optimization (SEO) – Optimizing your description will help searchers find the content, but the context of your content matters more than anything else you do. 2.Keep it fresh – The more new content you have on each page, the better search engines like you. 3.Use Keywords – Search engines place more weight on pages that use their keywords throughout their content Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
- 8. 7 Rules to Live By – SEO Mechanics 4. Use Formatting – Search engines put more weight on headings, lists, links, and italicized items. 5.Come Back - Once you have created a Title, come back and edit your description to be sure the Title is included. a. Check Your Work – Use your Title (or at least it’s elements) in the first line of your description. 6.Links- It is extremely important to add links to your content as well as to make sure there are contextually relevant links to your pages. 7.Prioritize – There is no such thing as “Perfectly Optimized” so do what you can, then move on. Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
- 9. Before You Start – SEO Mechanics Before You Start: Search the internet as you would for the asset/service/product you are describing. • Choose non-specific identifiers (i.e. NOT the business’ name) • Continue searching until your search yields pages that very closely resemble your topic This exercise should inform your choices regarding how to best describe your technology so it can be found by others ON THE WEB. Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
- 10. Write Your Story – SEO Mechanics 1. Get Organized and Pick Your Topics Write Great Content and Optimize Later Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved Online Marketing Services 1. Search Engine Optimization 2. Content Marketing 3. Social Media Marketing 4. Email Marketing
- 11. Write Your Story – Other Stuff to Remember 2. Prioritize What do you want the visitor to know and in what order of importance 3. Be Concise but Tell the Whole Story This content will NOT all appear on the main page so there is no penalty for using too much space. 4. Be Clear - Avoid Acronyms & Jargon The description should use Plain English; DO NOT use technical descriptions or jargon If you must use an acronym, write out the words then put the acronym in parentheses. Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
- 12. Where Are the Keywords – SEO Mechanics Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
- 13. Title Context Relevancy – SEO Mechanics Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
- 14. Titles – SEO Mechanics Think of the Title as “Password” Clues Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved Page Title: Chocolate Donuts | Mary’s bakery Meta Description: Mary’s Bakery Chocolate Donuts are possibly the most delicious, perfectly formed, flawlessly chocolaty donuts ever made! Page URL: Http://marysbakery.com/Chocolate_Donuts
- 15. Headings – SEO Mechanics Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
- 16. Keyword Usage – SEO Mechanics 16 factors of Influence in Keyword Ranking 1. Keyword Use Anywhere in the Title Tag (66%) 2. Keyword Use as the First Word(s) of the Title Tag (63%) 3. Keyword Use Anywhere in the H1 Headline Tag (49%) 4. Keyword Use in Internal Link Anchor Text on the Page (47%) 5. Keyword Use in External Link Anchor Text on the Page (46%) 6. Keyword Use as the First Word(s) in the H1 Tag (45%) 7. Keyword Use in the First 50-100 Words in HTML on the Page (45%) 8. Keyword Use in other Headline Tags (<h2> – <h6>) (35%) 9. Keyword Use in Image Alt Text (33%) 10. Keyword Use / Number of Repetitions in the HTML Text on the Page (33%) 11. Keyword Use in Image Names Included on the Page (e.g. keyword.jpg) (33%) 12. Keyword Use in <b> or <strong> Tags (26%) 13. Keyword Density Formula (25%) http://tools.seobook.com/general/keyword-density 14. Keyword Use in List Items <li> on the Page (23%) 15. Keyword Use in <i> or <em> Tags (22%) 16. Keyword Use in the Meta Description Tag (19%) Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved You can go crazy trying to optimize everything
- 17. Images and Videos – SEO Mechanics A picture (or video) is worth a thousand words… Except on the web when a picture ALONE isn‘t worth $#!+%$@^% • Pretty Doesn’t Cut It – You must name your pictures • No Place to Get Skimpy – Use keywords to name images Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
- 18. Images and Videos – SEO Mechanics • Leverage – By using important content-related keywords for “Alt Tag” Text, you are doubling down on your SEO. Google ranks images separately, and as they are associated with a page and site, so you get a huge return on your investment if you get this right. • Optimize, Rinse, Repeat - You may consider repeating the page “Title” in your “Alt Tag” text. Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
- 19. Google is Blind Search engines don’t have eyes so they can’t tell if your image is relevant or not, which is why they read the “alt text” of images. If you don’t tell the search engines what the picture is, they simply won’t know and it will be a huge waste of time, space and money Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
- 20. Google is Blind – SEO Mechanics [IQ Marketing Minneapolis marketing agency] [IQ Marketing, Mineapolis Marketing Agency] Attract IQ Marketing puts the best interactive marketing tactics to work with solid direct marketing strategy to break through the clutter and attract buyers. [Learn more about Minneapolis Advertising with IQ Marketing] Engage IQ Marketing connects with your buyers with integrated marketing strategy that spans social media, search engine marketing, direct marketing, and traditional media. [Learn more about Minneapolis Advertising with IQ Marketing] Inform IQ Marketing uses compelling copywriting to put your marketing message in the right light within each marketing tactic delivered. [Learn more about Minneapolis Advertising with IQ Marketing] Convert IQ Marketing tracks and reports marketing results using customizable marketing database technology depending on the needs of our clients. [Learn more about Minneapolis Advertising with IQ Marketing] What we do concept development website design site optimization / SEO search marketing / PPC social marketing display advertising digitial PR mobile tracking & analysis research & segmentation direct marketing full list of services What we've been up to IQ Marketing is a Minneapolis, MN marketing agency. We deliver innovative online marketing, email marketing, print marketing and advertising solutions that fuel growth and evolution to thrive in today’s challenging marketplace. We weave direct marketing and interactive marketing with exceptional marketing strategy to reach our clients' goals. [img_iqmarketingMinneapolisBuilding.jpg] Loading Facebook Feed. Please hold... [Follow IQ Marketing on the Facebook Social Media Network] [Follow IQ Marketing on Twitter Social Media Network] Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved What Visitors See What Google Sees
- 21. Missing the Mark – SEO Mechanics This is the title of every page and doesn’t describe what they do This isn’t a heading, it is an image, with no “alt text,” Not Descriptive Is this what people search for when looking for a lawyer Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
- 22. Doing it Right Big, Bold, Concise Heading “Title” says what they do AND what people search for to find them Keywords match “Title” and Main <H1> Heading New pages, with new “Titles,” for different topics. Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
- 23. Words to the Wise • Hire an expert, then listen • If your marketing person isn’t an expert, (and they probably aren’t), see #1 • SEO isn’t a project, it is a process – You are never done • Blog • If you claim to be a technology company, or you sell to technology companies, but your website sucks, customers will think you don’t know what you are doing. • Hire a PR firm • Building a website is like building a hut in the forest, covering your tracks and not telling anyone about it…YOU must get the word out if you want people to show up • Don’t hire anyone that won’t teach you to do it for yourself Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
- 24. SEO Sites to Read Religiously • Top Rank Online Marketing Blog • Webconfs.com • SEOBook blog • Search Engine Land • SEOMOZ – The beginner’s guide to SEO • Search Engine Journal • Uncommon Sense - Some of Your Damn Business This is my blog – But the others (above) are all better, and better for you. Copyright 2010 Darren J. Cox - M.IP.P Strategy - All Rights Reserved
Notes de l'éditeur
- This description will appear on the main product page. It is the description that will get the customer to contact our office and initiate the license process. The first priority is getting the customer to contact us based on our page’s content. In order to accomplish this, you must help folks find the content In the Long Description, You may get into a little more detail than a typical 1-pager. However, This is not the place to show how adept you are at using jargon and highly technical language. The description should use plain English. A user should gain a basic understanding of what the product does based mostly on this description and the short description. Search engines place more weight on pages that use their keywords throughout their content, so try to use keywords often in this description. DO NOT USE ACRONYMS. Or, if you must, at least write them out then put the acronym in parentheses. Search engines also put more weight on headings, lists, and italicized items. Therefore, try to use these things as often as you can without making the descriptions cluttered or unattractive. (see the “How a Web Page Works” document for more) It is important to remember that search optimization should be the second priority of the content Generally, you want to include the Title (described later in this manual) in the first line of the long description.
- Use Cases – Think about applications and features of your technology. e.g. for Software that helps you study human brain anatomy you might add references to both Human Brain and anatomy software since not all Brain Anatomy Software is specific to the human brain Minimize – Keep your list of keywords or keyword phrases to 3-6 unique words or phrases. Prioritize – put your most important words or phrases at the beginning of your list. Specify – Make sure your keywords are specific to your product, normally in the form of synonyms or words specific to each item. Commas – Separate words or phrases using a comma in your Content management System (CMS) Match – Keywords and phrases must contextually match the content and context of the page content as well as the “Title” and “Headings.” Phrase – Keep useful phrases together. e.g., do no enter “Human” AND “Brain” separately. Instead, enter “Human Brain”
- Get It Right - Page Title is the single most important Search Engine Optimization factor. Be Honest – If the Page Title isn’t, contextually, about the searched subject, or just isn’t compelling, searchers won’t read any further AND Google will crush you. Make it Fit – You have a maximum of 100 characters to create your “Title,” including spaces, though search results will often only display about 65 characters. Keywords Count – Use a character counter to utilize as many keywords as possible; most word processing programs (such as MS Word) will count characters. Don’t Waste My Time – Design your Page Title to help your searcher quickly scan and skip. Get a Clue – Page Title gives readers a clue to what your page is all about but Don’t stuff your title with keywords; Use only the most important keywords that describe the content Did I Mention it is Important? – Page Title shows up as the top line in search results lists. Give the searcher (and search engines) an idea about content (though rarely context). Google is also looking at these titles to try to decide what your Web page is all about. When someone types in a search phrase, Google looks in their index to see if titles (and a bunch of other things) “match” with that person’s search term. If it does, it’ll bring that page to the top of the search engine results page (SERP). Google is even kind enough to highlight the words that match in the search. If your title is a close match to what that person is looking for, it’s far more likely that someone will click-through to your site.
- Extra…Extra! – This could be described as your Page Topic’s Headline. Don’t Go Overboard – Unlike the Page Title, The Headline Name needs to be readable. What Do You Want to Talk About? – The Main <H1> Heading of your page should contain important keywords, be concise and speak to the main topic of your page Size Matters – A larger font size compared to other page text, is more important than the rest of the text. The same applies to other headings (<h1>, <h2>, etc.), which generally are in larger font size than the rest of the text. (but can be different colors too so apply CSS rules to headings) Say It With Style – Bold and italic emphasize important words and phrases. However, use them judiciously, or you will achieve the opposite effect. Be Consistent – Use CSS to make sure all attributes look the same across your site and have someone proofread your content Headings Are Getting a Bump – Google is using headings more-and-more as an SEO Factor, SO…Just like in “Titles,” A word is used in a heading(Especially <H1>), MUST also show up in the main body of the page!