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Search Engine Optimization (SEO)

(2010-08-14 05:59:28) 下一个

The objective of search engine optimization (SEO) is to increase a Web site's traffic counts, and ultimately conversions, by ranking very high in the results of searches for the keywords in the search query. It is the mission of SEO to make the site's content worthy of higher search engine ranking by being more relevant and competent than the competition's. This SEO process is often viewed as a struggle to rank well for just a few keywords, instead of a struggle to satisfy the needs of those entering the query. If you search on your best keywords you will see the leading sites in the rankings and to obtain traffic for your content you will need to rank higher than those top sites. Our free site and full services optimize and improve your search engine rankings (traffic and profits) via our books, classroom SEO training, search engine optimization tools, site assessments, services including placement advice, tips, information and hints to improve your search engine marketing relative to the existing leaders. After all, better keyword ranking is the first step to increased Web traffic.

It is not enough to simply add Meta tags and do search engine submission of your site to a million search engine indexes and directories. The first placement tip in obtaining significant Web traffic counts is to seek first-page search engine results. An early step is to build a great content-rich site. One of the last steps is the proper submission of your great site to the search engines or directories. In the middle is a step that is VITAL if you want to obtain front-page results. Most site owners bypass this step because they forget about it or think it is too complex, but without competent search engine optimization Web site services you are destined to become search engine fodder. The following FREE tools and advice describe how to choose your keywords with search engine optimization and ranking in mind.

There are no search engine optimization secrets — just ranking and placement methodologies to follow in order to beat your competition in obtaining a high ranking for desired search keywords. Classroom SEO training, unique content writing and quality-only linking services are some solid tips. This site targets improving search engine rankings by using a "beat the leader" education approach to keyword selection and page wording. Once you know what keywords and search engine marketing services (not spam) worked for the "leaders," you can do even better by becoming "least imperfect"! Proper organic search engine optimization requires that you outsmart your competition, so knowing the best keywords and criteria used by your competition is the most important first step. It will become obvious that good ranking excludes keyword spamming the search engine. With careful selection and placement of your keywords, you will fare well using a little effort and Web site services. The Bruce Clay, Inc. Web site offers SEO tips and services for improving search engine results via a unique, specific, search engine keywords placement methodology.

SEO Framework Graphic

 


 

Step 0 - Search Engine Optimization Overview

What is Search Engine Optimization? Search engine optimization (SEO) is the science of increasing traffic to your Web site by improving the internal and external factors influencing ranking in search results. It is a major part of Internet marketing. It is mostly technical in nature. It includes Web programming expertise combined with business, persuasion, sales and a love for competitive puzzle solving. If you do all this right, you will have a Web site capable of maintaining desired revenue goals while achieving high rankings in the organic sections of search engine results pages. Creating a Web site does not just involve technical skills, or copywriting, or links, or Engagement Objects™, or search engine submission; it involves an intricate blend of more than 200 variables woven into the fabric of a Web site. It is difficult to accomplish this type of project without a formal, proven methodology and strong proprietary tools. We offer you a tutorial on all of that and more on these pages.

Before you start, you should understand that being among the top 10 rankings in every major search engine and directory can sometimes be achieved, although very few sites can get there, and the effort is often beyond reason. Note: URL ranking results change week-to-week due to competition, so maintaining a top organic SEO ranking requires constant keyword monitoring and information rework. Search engine optimization never rests, much like your competition.

"It is not the job of search engine optimization to make a pig fly. It is the job of the SEO to genetically re-engineer the Web site so that it becomes an eagle."

The key information on this page includes how to prepare both you and your site for a search engine marketing campaign. How to choose the right keywords, how to analyze your competition, what site submission is and how it is best accomplished, when to monitor your search engine ranking, instructions for performing an analysis of your site results and traffic and conversion, complete with search engine optimization tools and aids. This site covers all basic and advanced strategies and the common mistakes to avoid.

Please start with a review of our SEO Code of Ethics and SEO Standards pages before you edit your site pages.

Search Engine Relationship Chart®

Search Engine Relationship Chart®


We think it is important that you learn how the search engines and directories relate to each other. View our Search Engine Relationship Chart®. This is a flash rendering of our famous FREE PDF that is suitable for color printing, and all the links are active! The Search Engine Relationship Chart® has evolved quite a bit over the years; check out the Search Engine History - Chart Histogram to see how much it has changed.

Bruce Clay®, Inc. was singled out as the Best Professional Services Interactive Application award winner for 2004 by the IAC Web Marketing Association for this Search Engine Relationship Chart.

SEO Hierarchy of Needs

SEO Hierarchy of Needs


There's a hierarchy to be considered when developing any SEO campaign. To help businesses and marketers apply this strategy of prioritization, the SEO Hierarchy of Needs shows the relative place of search engine optimization tasks.

View the SEO Hierarchy of Needs in interactive flash, or download the chart in PDF.

 


 

Step 1 - How To Select Keywords

The most important first search engine optimization tip is to select keywords wisely. There are a few items you will need to go through in order to properly select keywords. Please use these in sequence, and when you are done you will have completed an SEO checklist and have seen our plan of attack in action.

Initially, you must brainstorm for keywords. Most people can make a short (or long) list of keywords they would want to use to find their own site. Use these to "prime the keyword pump." These will be used in the next few steps.

To select keywords that you expect Web surfers to use to locate your site, submit your obvious keyword terms using our research tools below to locate the top-ranked competing sites. You should be able to validate that your competitors for these search engine optimization rankings appear. The next tip is to create a list of the top site URLs that return from each search. Our search engine optimization tools present a list of sites with the most top-25 rankings. The numbers represent their current (real-time) ranking position (1 is first, 3 is third, etc.). These sites are used to identify sites needing analysis in subsequent steps. Enter your major keywords (ours are "search engine optimization" and "search engine ranking"). You will find that in a Web-sized audience of billions of Web pages, your competition will generally rank well in several search engines. True high rankings are achieved by having a first-page ranking in most of these search engines for many keywords (not just one or two).

Web Site URL
Search Word

You should keep track of any URLs that you happen to know are ranked best for your keywords or are your major competition. You may also visit the search engines directly to see specific results. For instance, type your keywords into the search field for each search engine and view their individual results pages.

Need More SEO Information? - Competitive Research


Search Engine Optimization Services Allow us to provide your search engine optimization services — obtain a free quote for Bruce Clay, Inc. to research, precision tune, submit, monitor and much more for a full year at competitive rates. Our SEO services are much less expensive than you would think, and the results are generally higher and longer lasting than most do-it-yourself search engine marketing projects. View our optimized ranking results, and compare them to other search engine optimization firms you are considering — nobody else (except Wikipedia) is as well ranked for as many terms. Please contact us for a no-obligation, free SEO services quote.

Search Engine Optimization and other Web site placement hints, tips and advice are reported by our comprehensive (and herein free) search engine tools! These are the analysis tools our staff uses day after day for optimizing our clients' sites. Additionally, this free step-by-step tutorial covers keyword research, link analysis, submission, a Web page analyzer, a ranking position monitor, and many, many more free SEO reports and education. Presented in an easy to understand and sequential step-by-step manner, the free tutorial coupled with these search engine analysis tools has helped thousands of people each week to transform their Web site rankings into top positions for their important keywords. Designed for do-it-yourself novice users (or anyone with a need to learn SEO optimization) with little or no HTML experience, this tutorial discuss how to optimize your Web pages without utilizing spamming techniques.

 

Don't forget to bookmark us! (Ctrl-D)

As a reminder, this page focuses on search engine optimization and ranking advice using a collection of SEO tools. It is part of a MUCH larger site covering broader search engine marketing topics. Everything from search engine marketing strategy to search engine placement tactics, awards, press releases, links, Engagement Objects™, social media, suggestions for optimal search engine spidering and search engine optimization. It is strongly recommended that you follow the steps on this page, but that you also review this entire site if you are serious about promoting your Web business.

Buy SEO For Dummies

Bruce Clay, Inc. and Wiley Publications, publishers of the For Dummies series have partnered up to produce the all-in-one desk reference guide for SEO. Search Engine Optimization All-in-One for Dummies by Bruce Clay and Susan Esparza, is available now. This latest version of Search Engine Optimization All-in-One for Dummies is now available for order from Amazon.com, Barnes and Noble.com and Borders.com.

Review of Search Engine Optimization All-in-One for Dummies by Bruce Clay and Susan Esparza:

"I read most of the SEO books that are published. Bruce and Susan's book is THE most comprehensive SEO book on the market today. Thanks so much for all the great information.

I also went through Bruce's training course. It was tremendous.
Photo of Search Engine Optimization (SEO) For Dummies
...And yes, you can quote me!"


*****
Margie Butler

 


 

Step 2 - How to Identify Competitor Keywords

It is critical that you identify the best search terms and keywords used on your competitors' sites (Step 1). To help in this keyword analysis effort we offer advice and tools to research the competition and query history information available through several sources.

 

Enter your competitors' site URLs one at a time
Scan the reports and identify the keywords that appear prominent on the page. Write down the top keyword phrases that each site uses, then analyze those back in Step 1 above if they are new to your list.

It is worth mentioning that sometimes your competition does something deceptive and hides their keywords. Cloaking is a server technique designed to hide keywords and actually deceive search engines into granting rankings that the sites do not deserve. This server technology submits alternate pages when the search engine looks for the page. These stealth techniques were designed to offer content to the search engine that is exceptionally keyword-loaded in an attempt to bias the spider into giving the page a higher ranking position. Some people submit pages that present the spiders with content that differs from what browsers will see. We strongly discourage the use of this type of technique — that is spam.

Hint: You should also search for your domain name in the major search engines. While this is not obvious, it is very informative. Search both Google and Yahoo! using the following search format: ".bruceclay.com" -site:bruceclay.com. Replace bruceclay.com in the search query with your domain name.

It is important that you do NOT take the HTML source (and thus content) from a competitor's page. Not only is it a copyright violation, but it will result in duplicate content and will cause SEO optimization difficulties. All that you really need are sample keywords used for search engine ranking. Using brainstorming techniques you should re-combine the words to make a complete list. Be sure that you do not target trademarked words since that could lead to legal action against you. Copyrights on a site protect contiguous character strings and include displayed and hidden text (including keyword strings), so you cannot take a large portion of a site's content and use it to compete against the site. Even if there is not a copyright, the content is considered intellectual property, and there may be a severe negative effect from taking it.

The use of trademarked or registered names is illegal without appropriate notations and statements in the page. If you intend to use a word or phrase that legally belongs to a competitor, you must follow accepted fair use publication and legal credit guidelines. This applies to all of your internet marketing projects, so please beware.

It is far more important to rank well with many search criteria than to be number one with only one criterion!

As an additional note, use different keyword patterns and titles for ALL of the major pages in your site, and submit each individual URL to get all of the different keywords and titles added to the search engine. The goal of search engine optimization is to be found for many keyword searches, so have each page cater to different keywords!

Hint: The Meta Keywords tag may work for some search engines (like Yahoo!), while Google and many others emphasize content and titles. As a result, it is important to have the most common words also appear at the top and throughout your site if it can be done without hurting the appeal of the site. If the search is for "search engine advice," put that string in the title, description, keywords, headings, throughout the content and in inbound links.

Need More Keyword Help? - Search Terms and Keywords  What Makes a Good Keyword?  How to Choose Keywords  How To Use Keywords

 

Search Engine Optimization/Domain Report Tool

In regards to competitors, it is also helpful to find out how many pages your competitors have indexed in the major search engines. This will help you figure out how much content with competitive keywords you will need on your site. The Search Engine Optimization/Domain Report tool below will check Google, Yahoo! Search and Live Search to see how many pages for each site are indexed in each engine.

(e.g. www.domain.com)
(optional)
(optional)
(optional)
(optional)
(optional)

SEOToolSet® Domain Indexing Report
Domain PR Total Google Yahoo Live Search Pages Indexed Chart


 

SEOToolSet® - Search Engine Optimization Tools

Search Engine Optimization ToolsThe SEOToolSet® is a Bruce Clay, Inc.-authored collection of indispensable SEO tools designed for search engine optimization by SEOs. This product set includes keyword research tools, competitor research tools, Web page analyzers, ranking monitors, ranking report modules, link analysis tools and more. Exceptionally robust and feature rich, this is a system of interrelated SEO tools designed to be one of the best tool collections on the market. It combines a great many search engine marketing tools not commonly connected together in this intuitive manner, facilitating deeper understanding and control of the SEO process. If you intend to promote your own Web site, then you MUST try our search engine optimization tools.

"Search Engine Optimization without the best tools is like doing brain surgery with a hammer."

Review our tools, then try them: [ Free Visitor Versions | SEOToolSet Subscribers | Subscribe to our SEO tools now ]

 

Repeat Steps 1 and 2 Until You Have Finished Your Keyword Searches

 

Be sure to mix up the sequence of the keywords if (and only if) appropriate and they still make sense, for example: "word1 word2 word3" then "word3 word1 word2" then "word2 word3 word1," etc. Keep searching until you are satisfied that you have most of the keywords relevant to your site. Simply put, you can never have sufficient search engine ranking. If you think you do, simply add some more keywords appropriate to your site.

Advanced topic: How to Solve Web Server Technical Issues — To help with your SEO optimization projects, it is critical that technical barriers to ranking be removed. These technical SEO tips are available with detailed instructions. We encourage you to read and implement those that apply to your installation. Server and design problems need to be fixed in order to achieve top rankings.

 


 

Step 3 - How to Combine the Keywords

Up until now you have been brainstorming — trying to determine what keyword phrases people are using in the search engines that will help them find your site in the results pages. You should have a lengthy list of keywords and phrases at this point, and you should be ready to test them. Regardless of your list please consider that searchers do not necessarily think like you do, and so you get many "long tail keyword queries" that are in addition to those in your SEO project. Properly done, you will qualify for these words as well.

Sort the keywords and phrases in descending order of their perceived importance (i.e., how likely it is that they will be used by visitors as search words and hence, generate traffic). As a sidebar, traffic that seldom converts may not be of value, and you might not want to focus on those words unless branding is important. If uncertain, leave them in the order used by the highest ranking competitor pages. Be sure to identify two-word or three-word (and sometimes longer) phrases, if used. It is also important that you add words to help clarify the use of your keywords. For instance, "capital" can have very different meanings — such as intellectual capital, state capital, capital letters, venture capital, etc. So a keyword or two that helps the index builders learn the context of your keywords will help raise your search engine rankings. Hint: Each keyword in your Meta tags must also appear within your content to avoid spamming penalties. Also, consider common misspellings [sic] as additions to your keyword lists. To get a clearer picture of keyword statistics and to aid you in your search engine marketing efforts, try our Search Engine Optimization/KSP tool!

 

Search Engine Optimization/KSP Tool

Please enter keywords -- comma or line separated (max 12):