SEO Techniques by SergioF


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									A step by step guide to keyword Search Engine Optimization (SEO)
How to keyword optimize ecommerce web sites
This guide explains how to optimize web sites to attract maximum visitor traffic through search engines. Search engines present web pages in response to search terms or keywords presented to them by people searching for specific information. These potential visitors to your site are either looking for information or looking to buy products. This guide will focus on Search Engine optimization for ecommerce sites. However, informational content does become a major aspect in search engine marketing strategy. 1. Start out by analyzing competitor web sites. These are sites you already know by name. Key their web address directly into your browser. You’ll want to identify the keywords your competition is targeting and get a feel for how good a job your competition is doing in being found on search engines. From the home page view the web site source code. In Internet Explorer (IE) click VIEW>SOURCE. Look for and copy the following meta tags to a Word document for later reference. Label the entry with the URL you are visiting so you know what competitor is using which meta tags. The tool used in step 3 can help you speed through this process without having to look at source code. 2. Next devise a list of keywords that you would expect visitors to find your store under. Select at least 10 keywords of each 1 word, 2 word and 3 word long terms. 1word = scrapbooking, 2 word = scrapbooking supplies, 3 word = scrapbooking art supplies 3. Now do a Google search for a few of the most important terms. I am using scrapbooking in this example. Select the first 4-5 hits and analyze them as with the above. You should get something like this: <title>Scrapbook Supplies to Print from, scrapbooking supplies, scrapbook ideas, and scrapbook layouts</title> <meta name="Keywords" content="scrapbook,supplies,scrapbooking,supplies,clipart,borders,layouts,scrapbook supplies,creative,memories,scrapbook ideas,paper,page,pages,border,heritage scrapbook,borders,cheap,free sample,graphic,photo,album,wedding,creating,keepsakes,making memories,memorys,scrapbook,free,birthday,scrapbook idea,die cuts,archivals,acid free,memory books,frames,paper,alphabet,stickers,scrapbok,lettering,creative,military,lds,kids,sports,making memories,tips,designs,australia,new,zealand,canada"> <meta name="Description" content="Scrapbook Supplies to print for memory albums, scrapbooking and rubberstamping,scrapbook ideas,scrapbooking ideas"> After analyzing some of the hidden web site content such as meta tags turn your attention to the text content of the web pages. Use the following tool to analyze what keywords are actually being used in the text. Also just read some of the pages to get a feel for how the keywords are being used.

You’ll see the following: Count Word 53 scrapbooking 10 scrapbook ideas

Density 9.3% 6.25%

The density is determined by the number of total words divided by the number of occurrence of the word for which density is measured. You’ll want to optimize your web pages to achieve high density factors for your key terms. It usually does not make sense to optimize for more than 6-8 key words. 4. Now that you have a fairly good idea what everybody else is using let’s verify what terms people are truly searching for. The below tools help us make that determination. You can use word trackers trial version, which is free. I do recommend that you spend the money though and sign up for a one-day full version at $6.73. It’s well worth it as it gives you access to data from all of the major search engines. It also gives you far more synonyms and other related keyword suggestions. With Wordtracker you will be looking for keywords that return the highest possible Keyword Effectiveness Index (KEI). The KEI compares the Count result (number of times a keyword has appeared in our data) with the number of competing web pages to pinpoint exactly which keywords are most effective for your campaign. Often these will be keywords that are two to three words long. You’ll want to ensure that not only the KEI is high, but that the keyword also shows a high number of people searching for it.


Keyword (Why quotes? Click here) "cool stickers" "custom stickers" "stickers"

Competing .. KEI Count 24Hrs Analysis 64.644 54.080 9.916 263 405 2976 4 6 46 1070 3033 893204

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Another tool is 1stPosition. It functions essentially the same way, but only gets data from Altavista and Google. Recently I’ve found their data to be a little outdated. Nevertheless it’s a decent tool to get some quick data and save it. Enter the keyword under “Enter Keyword to Analyze”, click the button “Generate Keywords”, Click the button “Analyze Competition”. On the right there is a horizontal bar labeled “Tools” Click on it and save the results. These results should be analyzed exactly like the results from Wordtracker. When selecting keywords do not shy away from including some keywords with a low KEI. If your analysis of competitor web sites shows that they have not optimized for these keywords very well you might still be able to break into a top ranking. The above research only shows you what you are up against and possibly identifies high value keywords that others might have missed.

At the end of this exercise you should be able to dwindle your list of 80 or so potential keywords down to your top 6 to 8. 5. Before you spend considerable time implementing these keywords do one final check to see how your competitors are ranking against these keywords. Select your top 5 competitors. For this exercise we’ll be using Webposition Gold. Open the application and follow the next few steps to set up your mission.  Click FILE>NEW MISSION>REPORTER  Enter your 5 competitor’s domain names separated by comma  Click NEXT and enter the 6 to 8 keywords you selected  Click NEXT, skip URL verification and click NEXT  Either Select all search engines or just select the most important ones. Yahoo, MSN, AOL, Google, Netscape, Excite, Overture, SerachFeed and Open Directory  Click next and check the box next to “Be courteous to each engine….”, Click NEXT  Press START  Webposition Gold will run for a while  The results will be accessible in a browser window. You’ll be prompted to view them or if you miss the prompt click on MISSION>VIEW RESULTS or press F6. The report pages give you an indication of how your competitors are ranking for the selected search terms. The program only checks the first 30 positions for every term, since 90% of the traffic goes from the top 30 ranked web sites. People don’t like to scroll more than three pages of search engine results deep. You’ll be using the same tool to later monitor your progress in improving your own search engine rankings for the various key words. The program also provides good advice on how to improve your rankings by comparing various aspects of your page to that of pages that generally rank well. 6. Now that you have verified your keywords you’ll need to optimize your pages. Start with keyword optimizing the meta tags we examined above. Title, keywords, and description. The start modifying your text. Make sure that <h1> headings and subheadings have keyword optimized text. Add <alt> tags with keywords to every image. Link to other pages of your own web site with keywords. Examine your web site code and make sure that you get your text as far to the beginning of your code as possible. Your goal is to put keywords towards the very beginning of your web page since search engines give those a much higher relevance. Ensure that any link has keywords embedded. For example a simple label “PRODUCTS” might take visitors to the product section of your web site. By labeling it “SCRAPBOOKING PRODUCTS” you’ve search engine optimized the link. The text of your web site should be reading fluently. It should not end up being a concatenation of keywords. Search engines pay particular attention to headings and proximity of keywords. You might want to use keywords in your company name. Remember that search engines can’t read images. 7. Make sure your web site has a site map. A site map is a page that lists all of your pages in a table of content like fashion. You site map should be linked from the home page. The sitemap assists crawlers in finding and indexing every one of your pages. 8. After you’ve optimized your pages, check each page with Ensure that you’ve achieved the desired concentrations of keywords. 9. Check what text and in what order any text is being found by a spider. This will help you optimize where you put content. Here is a spider simulator.

10. Now that the web page is optimized, prepare keyword optimized search engine submission titles and descriptions. You’ll want to register with first. They take a long time to process, but are free. Then, pay the $ 295.00 and register with Yahoo. You should be found there within 72 hours. After you’re found in Yahoo go and register with Google (free) and hit some of the other search engines. An extremely good guide to search engines and registration can be found at: Rather than duplicate any of the content from there I do highly recommend that this primer be read. 11. The only thing left now if to build links to your web pages. You’ll want to try and get links from web sites that themselves enjoy a high ranking. The higher Google Page Rank of a linking site the better. The fewer the links from such high ranking page the better. You’ll want these pages to link to you as text. Preferably have them use a keyword and hyperlink the keyword to your site. Google gives link popularity a fairly high value. 12. Google also seems to consider the size of the entire site. The larger the site the better. In order to get additional opportunity to embed keyword optimized content on ecommerce sites I suggest that ecommerce sites dedicate a fair number of pages to informational content. Possibly do “how to” pages, your company history, shipping and return informational pages, some information about your industry. Special write-ups on some of your key products or manufacturers. All these add relevance to your site. Other techniques to improve Search Engine Optimization (SEO) Insert keyword optimized comment text at the beginning of the web site. Some crawlers pick it up and use this text in their ratings. An entry could look like this: <!--Scrapbooking supplies and scrapbook ideas to help make great memory albums-->

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