SEARCH MARKETING MASTERCLASS

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SEARCH MARKETING MASTERCLASS OPTIMISING OUR WEB
PAGES
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Major Ranking Factors

• On Page Factors
• Metadata title, keyword, description, H1
• Visible (readable) html content
• Internal links
• Architecture
• Off Page Factors
• Inbound link infrastructure
• Directories, blogs, pr sites, etc, etc..
• Behavioural (less important)
• Number of visits, length of stay

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Strategy and Process

• 1. Auditing your current performance
• 2. Strategic selection of keyphrases
• 3. Build Content around keyphrases on webpages
• Utilise correct keyword density
• Ideally one page per keyphrase
• 4.Optimise metadata for the keyphrases
• 5. Implementing the changes
• Phase the approach to new pages
• 6.Build Backlinks to your site
• 7. Monitor, Measure and Modify

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Content is King

• There is no substitute for good keyword rich
  content
• At least 200-250 words
• Placed as near the top of the page as possible
• Content semantically related to keywords (LSI)
• Eg, valentine, love, hearts, romance
• Focus on natural writing of copy
• Add new relevant content as often as you can
• Use pdfs, word documents
• New pages with related content eg history,
  background, instructions

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The Keyword Density Issue for Visible Text

• What do you think of this bit of copywriting!
• Our Crunchy widgets are the best in the UK and
  if you buy our crunchy widgets you will be sure
  you have bought the best crunchy widgets you can
  buy and absolutely envied by the rest of the
  crunchy widget buying community both here in the
  UK and the rest of the crunchy widget buying
  community throughout the world. Yes, you really
  need to buy our award winning crunchy widgets.
  Click here to buy crunchy widgets
• 3-7 is ideal target 3-4
• Check you density with
• www.ranks.nl/tools/spider.html
• http//tools.seobook.com/general/spider-test/index
  .php

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www.noisekiller.co.uk
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Examine the Google Cache
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www.asgservices.co.uk
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Even Busy Ecommerce sites!
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www.aadrvarksafaris.com
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In summary

• Write text as naturally as possible
• Check afterwards that the target phrase(s) is
  included the right number of times
• 3 repetitions per 100 words is generally enough.
• Punctuation not important
• The phrases can be included in-
• The main text
• Header tags (h1, h2 etc)
• In in-text links
• In navigation links
• In footnotes
• In alt tags

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Strategy and Process

• 1. Auditing your current performance
• 2. Strategic selection of keyphrases
• 3. Build Content around keyphrases on webpages
• 4.Optimise metadata for the keyphrases
• Title tag, description tag, keyword tag,
• H1 Tag (see lloyd and Asg)
• 5. Implementing the changes
• Phase the approach to new pages
• 6.Build Backlinks to your site
• 7. Monitor, Measure and Modify

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Meta Tags The Title tag
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Meta Tags The Title tag
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Different Pages Optimised for Different Keyphrases
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EXERCISE

• Select a keyphrase (or two) for your homepage
  optimisation
• Construct you title tag

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Optimising your Metadata-Important that the tags
show a theme between each other and the visible
content

• Title tag
• No more than 10 words, no s
• Main keyphrase at the beginning of the tag
• Keyword tag
• No more than 4 words
• All lower case
• Separated by a comma then a space
• Eg web marketing, ecommerce training, internet
  consultancy
• Only include phrases WHICH ARE ON THE PAGE!
• Description tag
• No more than 25 words
• Should contain keywords up to 3 repetitions

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Meta Tags Keyword and Description tags
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Meta Tags The Description tag
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Optimising your Metadata-Important that the tags
show a theme between each other and the visible
content

• Title tag
• No more than 10 words, no s
• Main keyphrase at the beginning of the tag
• Keyword tag
• No more than 25 words
• All lower case
• Separated by a comma then a space
• Eg web marketing, ecommerce training, internet
  consultancy
• Only include phrases WHICH ARE ON THE PAGE!
• Description tag
• No more than 25 words
• Should contain keywords up to 3 repetitions
• salesy to encourage click throughs

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www.asgservices.co.uk H1 tags
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Internal Links
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Strategy and Process

• 1. Auditing your current performance
• 2. Strategic selection of keyphrases
• 3. Build Content around keyphrases on webpages
• Utilise correct keyword density
• Check/correct internal linking
• 4.Optimise metadata for the keyphrases
• 5. Implementing the changes
• Phase the approach to new pages
• 6.Build Backlinks to your site
• 7. Monitor, Measure and Modify

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Implementing the changes 5 new pages per month?
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Additional Resources

• http//janaklin.blogspot.com
• Hot Title Tags for a Number 1 Ranking
• http//janaklin.blogspot.com/2005/09/lesson-6-hot-
  title-tags-for-no-1.html
• Optimising on-page Factors for Top Rankings
• http//janaklin.blogspot.com/2005/10/lesson-7-opti
  mising-on-page-factors.html