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SEO PLAN

Review the SEO slides, SEO videos, and other SEO resources (word files, examples, templates) before doing the assignment. 

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Video Link: https://www.youtube.com/watch?v=iS9WrstoIjQ&ab_channel=whereispuck Choose a “client”, a small to a medium size company, that does not rank too high on search engines.

Follow the step by step process described below and create an SEO plan for your “client” by submitting your answers to all six questions below. Note that in this assignment you do NOT have to make the actual changes on the website, you are just creating an SEO plan for now.

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1.    Think of a client / website. A small to medium size company. Which website did you choose (provide URL)?

2.    Go to the website, visit its various pages, and try to identify a broad list of at least thirty important phrases that might be used for the SEO (note: do NOT choose one-word “phrases” such as “hotel” , but rather “executive hotel Vancouver”, “affordable hotel in Vancouver”, etc.) What are the thirty phrases on your broad list? 

3.  Create a table with three columns: phrase, search volume, and SEO difficulty (competition rating). Use keyword popularity tools (e.g. UberSuggest) in order to fill out the table for each phrase. See below an example.

(Note: I would recommend to work with UberSuggest CHROME app so you can do the unlimited number of keyword searches per day. Do not go to Neil Patel’s website, just use the Crhome app. Find the information (video) about UberSuggest on your course website.)

PhraseSearch volumeSEO difficulty (or competition)
Hotel Vancouver17,70042
Affordable hotel Vancouver14,00028

(note: the numbers in the table are just an example)

4. Based on the above analysis, choose the top three phrases that you want to focus on in your first SEO project. Write those three phrases here:

5. For each of the above phrases from step 4, right a URL (page) of the website that will be used for your SEO. See below.

PhrasePage
Affordable hotel VancouverHome page, e.g. www.abcde.com
Executive hotel VancouverAbout page, e.g. www.abcde.com/about

(the data in the table is just an example)

  6.     Based on the step 5, now choose one phrase and fill out the SEO table (provided on the next page).

SEO Changes – Page by Page (Instructions for the web site designer)

Selected phrase:
Page (URL)
Suggested changes
1. Title Tag
2. Description Meta Tag
3. Keyword Meta Tag
4. URL Change
5. Heading (or Subheading)
6. First Paragraph (in the text)
7. Alt Tags / Image Title
8. Additional Text Changes on the page (if any)

Search Engine Optimization (SEO)

The Two Key SEO Principles

SEO in Ten Steps

Ivan Surjanovic, [email protected]

www.ipowerlab.com

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Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is a process of optimizing a website’s content and code in order to get a preferred rank on the search results pages.

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Search Engine Optimization (SEO)

There is no big secret to SEO! If you create a huge and extremely useful website, with lots of valuable content, activities, links, likes and followers, the SEO will take care of itself!

(still, you do need to follow basic web marketing

and design rules).

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Search Engine Optimization (SEO)

SEO = Quality x Quantity

Quality = great content , great user experience

Quantity = great number of targeted pages, number of links, likes, and followers

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Search Engine Optimization (SEO)

You don’t need to outsmart or trick the search engines. Just be search engine friendly!

Search engines want you to help them.

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Search Engine Optimization (SEO)

Web Spiders / Search Engine Robots

Search engine robots are special software programs that are instructed to go to various websites and capture some basic information about the sites.

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Search Engine Optimization (SEO)

The Two Key SEO Principles

Be search engine friendly: use specific, clear and targeted language when “speaking to Google”

Be user friendly: ensure great user experience; respect users, and this will be rewarded by Google!

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Search Engine Optimization (SEO)

Key Lessons

SEO = Quality x Quantity

Be specific, and targeted when “speaking to search engines”

There is no magic secret to SEO

Provide great user experience; lots of useful content and activity for your visitors

Follow some basic web design and marketing rules!

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Search Engine Optimization (SEO)

SEO in Ten Steps

Ivan Surjanovic, [email protected]

www.ipowerlab.com

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Search Engine Optimization (SEO)

Remember to review SEO (part one) presentation:

SEO = Quality x Quantity

Two key SEO rules: 1. Be user friendly (useful content)

2. Be search engine friendly (help search engine to understand what you do)

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Search Engine Optimization (SEO)

STEP ONE: KEYWORD BRAINSTORMING

What products or services might be particularly suitable for online business?

What keywords best describe your business?

What products or services are the most important / the most profitable?

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Search Engine Optimization (SEO)

STEP ONE: KEYWORD BRAINSTORMING

Big doors

Generate a list of at least ten to twenty important phrases to start with!

Large doors

Top hung doors

Custom doors

Huge doors

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Search Engine Optimization (SEO)

STEP TWO: RESEARCHING SEARCH POPULARITY OF VARIOUS PHRASES (“DEMAND”)

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Use Google Keyword Planner tool: you will need to have a Google account and a Google Adwords account (open it here: adwords.google.com). Once you open a Google Adwords account, go to Tools and Analysis, then choose the Keyword Planner Tool, then click on “Search for the keyword and ad group ideas”, enter your keyword (phrase), such as “large doors”. Then click on Get Ideas to see how popular the keyword is.

Search Engine Optimization (SEO)

STEP THREE: RESEARCHING A COMPETITION (“SUPPLY”)

Go to Google.com and research the competition

How many websites compete for the same phrase?

Did your competition optimize their website for search engines?

How many results are showing when searching?

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.

..

Search Engine Optimization (SEO)

STEP FOUR: KEYWORD DECISIONS

Note: although we will often use the term “keyword”, we actually refer to a two-to-three-word phrase (e.g. “large doors”, or “large custom doors”, instead of just “doors”). Remember to use highly targeted, specific approach when “speaking to Google”.

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Search Engine Optimization (SEO)

STEP FOUR: KEYWORD DECISIONS

After thorough research of “demand” (step two) and “supply” (step three), choose:

Other most important phrases (in the case of Slung: e.g. flush sill, custom cladding, top hung doors, still core doors, luxury doors, security doors)

The most important phrase (in the case of Slung website, it was decided to focus on “large doors”)

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Search Engine Optimization (SEO)

STEP FIVE: SITE ARCHITECTURE

It is important that the website architecture REFLECTS your keyword decisions. Ideally, you should have a separate website page for each important phrase.

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Search Engine Optimization (SEO)

STEP FIVE: SITE ARCHITECTURE

Optimize the site ONE PAGE at a time.

Remember the rule: one page = one phrase

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PHRASEPage
Large doorswww.slungdoor.com
Custom doors North Americahttp://www.slungdoor.com/custom_doors_north_america/
Custom claddinghttp://www.slungdoor.com/suspension_door_system/custom_cladding/
Luxury doorshttp://www.slungdoor.com/custom-doors/luxury_doors/
Flush sillhttp://www.slungdoor.com/suspension_door_system/flush_sill/

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Search Engine Optimization (SEO)

STEP SIX: DOMAIN NAME / URLS

Make sure to put your keyword in the website’s domain name / page URLs…

…on EACH page of your site!

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PHRASEURL
Large doorswww.slungdoor.com
Custom doors North Americahttp://www.slungdoor.com/custom_doors_north_america/
Custom claddinghttp://www.slungdoor.com/suspension_door_system/custom_cladding/
Luxury doorshttp://www.slungdoor.com/custom-doors/luxury_doors/
Flush sillhttp://www.slungdoor.com/suspension_door_system/flush_sill/

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Search Engine Optimization (SEO)

STEP SEVEN: HTML TAGS

Title tag

Make sure to put your most important phrase in a(n)…

Alt/image tag

Description meta tag

Keyword meta tag

… on EACH page of the site!

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The title tag is the title of your website page (see the next slide). Meta description tag is the description of your site. Keyword meta tag communicates to the search engines what the most important phrases on the page are. Alt tag and Image title are the titles of your images.

Title tag “Custom Large Doors” has been highlighted in red (upper, left corner)

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Description meta tag shows in the search results as displayed in the above image. Note the use of “large doors” at the beginning of the description.

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Search Engine Optimization (SEO)

STEP EIGHT: KEYWORD DENSITY

The heading

Make sure to put your most important phrases in:

The copy (a couple of times)

The subheading

… on EACH page of the site!

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The home page (above) was used to promote “large doors”. We could have used a bit more text on the page: this would help SEO, but the client insisted on using the large image in order to achieve maximum visual appeal for his target audience (architects).

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Search Engine Optimization (SEO)

STEP NINE: LINK BUILDING

The search engines pay great attention on how relevant your site is in terms of your link popularity.

To improve site’s link popularity make sure to submit your site to important directories, search engines, and other related and relevant websites.

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Search Engine Optimization (SEO)

STEP NINE: LINK BUILDING

To improve your link popularity, consider:

Becoming a member of various industry associations with online member directories

Submitting your site to search engines such as Google (www.google.com/webmasters/tools/submit-url/) and Yahoo/MSN (http://www.bing.com/toolbox/webmaster).

Exchanging links with relevant websites in your industry (“reciprocate linking”)

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Search Engine Optimization (SEO)

STEP NINE: LINK BUILDING

To improve your link popularity, consider:

Searching for various “free business directories” and submitting your site there

Advertising on various websites

Submitting your site to paid business directories such as dir.yahoo.com.

Using linkpopularity.com to discover where your best (top ranked) competition is linked from, so you can copy their example!

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Search Engine Optimization (SEO)

STEP TEN: SOCIAL MEDIA SIGNALS

Facebook (facebook.com/yourkeyword)

Create your own page on social media sites:

Google Plus (google.com/+yourkeyword)

Twitter.com (twitter.com/yourkeyoword)

…. and remember to actively promote your pages and truly connect with your customers!

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Search Engine Optimization (SEO)

Creating an SEO Table

By now you should have chosen several key pages and phrases for SEO based on the previous steps and by following the principle “one page – one phrase”.

Now you are ready to create your SEO table. This is the document that you may want to give to the designer/programmer of your website in order to implement your SEO recommendations on the website.

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Search Engine Optimization (SEO)

Creating an SEO Table (continued)

Review the example SEO tables posted on the course website (see also the next slide). Then download the blank SEO table and fill in the blanks based on the examples and principles outlined in previous steps.

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