January 2012 • Identity Developments

January 30, 2012August 29, 2021

From Keywords to Content: How to Optimize for SEO

My latest article at Practical Ecommerce, read it in full here.

I discussed keyword research and keyword mapping in detail in the previous two articles in this series on content optimization. But keyword research is like any form of data collection and analysis: It won’t drive a single additional organic search visit or sale until it’s acted upon. With their keyword maps firmly in hand, content creators and search marketers can effectively and efficiently create or optimize content that turns those potentially valuable keywords into real search-engine-optimization traffic.

It’s obvious when content is written for search engines instead of customers. It tends to focus on high keyword density — having a higher ratio of keywords to other words — and tends to lack readability and interest. Instead of this, inform writers of the keyword theme for the page and let them write freely and creatively with the keywords and the brand messaging in mind. When they’re finished writing, go back over the fresh copy with an eye to replacing some phrases with keyword phrases. Be careful not to kill the spirit of the content in the process.

Where keywords are placed can have a big impact on how strong a keyword relevance signal they send to the search engines. This is referred to as “keyword prominence.” If a page is meant to rank for “online games for girls” but the keywords related to that phrase aren’t used on the page in prominent places, it will have a difficult time ranking. So before we start flinging words around the page, keep these content optimization guidelines in mind.

The Complete Series: “Optimizing a Page for Search Engines”

Originally posted on Web PieRat.

January 21, 2012August 29, 2021

Making Sense of SEO Keyword Research with Mapping

My latest article at Practical Ecommerce, read it in full here.

Keyword research is essential to search engine optimization. It’s the window into the words that real searchers use to find products like the ones you sell. But at the end of the keyword research process — detailed in “Part 1: Keyword Research” — search marketers can be overwhelmed by the vast amount of data staring at them from their Excel spreadsheets. Keyword categorizing and mapping help move the optimization process from the research phase to the actual optimization phase.

Categorizing Keywords

During the keyword research process, patterns start to appear. Different types of keywords emerge that can be logically grouped into different categories that reflect the site’s business goals and core product offerings. For example, if my site sells subscriptions to online games for kids, my keyword research could be 12,000 phrases or more based on the research conducted in Google’s free Keyword Tool. But because each keyword is needs to be related to my core product offering, I can start to categorize them and delete the ones that aren’t directly relevant.

Let’s say that my site sells games. But it doesn’t sell just any games; it sells online games for kids. That’s three vital components to choosing keywords that are specifically targeted to my product offering: “types of games,” “online vs. offline,” and synonyms for the word “kids,” as listed in the spreadsheet, below.

See the diagrams and read more on how to categorize & map keywords »

Originally posted on Web PieRat.

January 16, 2012August 29, 2021

Keyword Research Kicks off Content Optimization

My latest article at Practical Ecommerce, read it in full here.

In its purest form, optimizing content for search engines consists of modifying one page to send a strong keyword signal for one keyword or phrase. The amazing simplicity of this concept is often lost on marketers, many of whom think of content optimization like taking aspirin: If two is good then four must work even better. Sprinkling lots of keywords on the same page will not improve organic search rankings, nor will using the same keyword on lots of different pages. The key to content optimization for SEO is matching one keyword to one page in a methodical and disciplined manner. Scalable methods of optimization become necessary if the site is very large, but even the largest sites still “manually” optimize a selection of critical pages by matching one keyword to one page.

Choosing the Best Keywords

Before keywords can be matched to pages, the optimizer must know which keywords to choose. Make a seed list of the words that will be used on the page. Think of as many synonyms as possible and record them in a Word doc or Excel spreadsheet. Be warned, these are not the keywords with which you’ll be optimizing. The brainstorming process is only the start of the keyword research process. Optimizing with a seed list will result in content optimized for the way you think and search, not the way your customers do.

Originally posted on Web PieRat.

January 12, 2012August 29, 2021

10 Tips to Pick Your SEO Agency

My latest article at Practical Ecommerce, read it in full here.

Staying on top of search engine optimization requires time and effort that many small businesses can’t afford in-house. One obvious solution is to turn to an agency. But which ones can be trusted and which will under deliver and overcharge? Before just picking the number one result in a Google search for “SEO,” make sure to investigate the agency.

Hint: Cost is only a small part of the equation. It doesn’t matter how much you pay an agency of the don’t deliver what your site needs.

I’ve worked on both sides of the SEO equation: as senior SEO manager at Covario, an award-winning search agency, and now as the in-house SEO manager at Groupon, the leader in daily deals. From my experience, these 10 tips will help guide the SEO selection process.

Originally posted on Web PieRat.

January 4, 2012August 29, 2021

Giving Customers an Easy Button for SEO & Social

My latest article at Practical Ecommerce, read it in full here.

Social “signals” increasingly influence search results in both Google and Bing. The search engines are coming to consider social signals as more indicative of how searchers value a page than traditional link signals, though links remain very important to search engine optimization. In addition, the engines consider social signals harder to falsely manipulate than the content and link signals that have traditionally driven SEO. I recently wrote about this growing trend in “Managing SEO and Social Media Together.” Ecommerce merchants can increase social interaction with a site simply by including the right social buttons or widgets on the right pages of the site.

Bing and Facebook have an agreement to include Facebook social data into Bing’s search results, both as actual results and as a way to influence rankings of other pages that Facebook users “Like” or link to. Google doesn’t have access to Facebook data as directly as Bing does, but signs point to Google’s ability to crawl public portions of Facebook to cull some social signals. In addition, Google has its own social network in Google+, enabling Google to harvest all sorts of juicy user data about which sites and pages users like and link to. Both search engines have the ability to crawl Twitter for social signals as well. Social signals are clearly important to search engine optimization, but many ecommerce sites struggle with how to encourage more customers to behave more socially with their brands.

Originally posted on Web PieRat.