l 1 Strategic Analysis 1. Strategic Analysis 1.StrategicAnalysis

bivalvegrainInternet and Web Development

Nov 18, 2013 (3 years and 10 months ago)

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l
B f
t ti
th
ti i ti
i
1 Strategic Analysis
Before
starting
the
optimization,
i
1.Strategic Analysis
also
about
the
need
of
creating
ad
1. Strategic Analysis
also
about
the
need
of
creating
ad
a)
Determine
the
objectives
for
a)
Determine
the
objectives
for
b)
Check
your
pages
context
,
bu
)
y
p g
,
c)
Check
your
pages
and
your
co
c)
Check
your
pages
and
your
co
d)
Make
comparative
analysis
d)
Make
comparative
analysis
)
Ch k
L di
P
e)
Check
your
Landing
Pages

m
2
d
Keywords
are
the
most
important
part
of
a
SEO
2
Keywords
Keywords
are
the
most
important
part
of
a
SEO
d
li k
ll)
2
.Keywords
sponsored
links
strategy
as
well)
.
2
. Keywords
p
gy
Search
always
starts
with
a
person
typing
a
keywor
y
p
yp g
y
Marketing
+
Business
+
IT

need
to
research
to
fin
Marketing
+
Business
+
IT

need
to
research
to
fin
k d
ll
d
b
th
t t
di
t
keywords
are
really
used
by
the
target
audience
to
Q li
k d
li
ffi
Quality
keywords
=
quality
traffic
y
y
q y
3 O
O ti i ti
3 On

page Optimization
( i lt
3. On

page Optimization 
(simultaneo
3.O
page Opt at o
(s u a eo
P C d
I t l Li k
Page Code

Internal Links
g

t
he 
anchor text must
t
e
a c o te t ust
linked page

URL
linked page.
K d F
URL
each page must be created with the
main keywords appearing

Keyword Frequency
each page must be created with the 
main keywords appearing 
i it URL

v
ery important criter
in its URL.
y p

k
eywords must be
re

Meta Tags
k
eywords must  be 
re
spamming
the search
Meta Tags
m
eta

tags
are considered by several search engines
specially:
spamming 
the search
i
m
eta

tags 
are considered by several search engines
, specially:

meta
tag
Keywords
the more words in the tag the less
meaning


meta

tag 
Keywords

the more words in the tag, the less 
h d i h

frequencies between
each word is worthy.

Scripts in the Page

m
eta

tag 
Description

determine the text that is shown 
Scripts in the Page

use
external script f
g
p
for your page in the search results.

use  
external script f
for your page in the search results.
Title Tag

Navigation Menus

Title Tag
g

avoid
javascript
or o

must BE the keyword 
or at least contain the main 
avoid  
javascript
or o
can not be understoo
important keyword of the page.
can not be understoo
p y p g

the
keyword must be in the beginning
of the title text
the 
keyword must be in the beginning 
of the title text.
S b
titl T <h1><h2><h3>

Sub

title Tags: <h1><h2><h3>…
Page Content

the keywords must be in the sub

title tags 
and as near of 
Page Content
y
g
the beginning of the phrase as possible.
the beginning of the phrase as possible.

Keywords in the
tag <h1> is more worthy than in <h2>
Relevance

Keywords in the 
tag <h1> is more worthy than in <h2>

that orth more than in <h3> and so on

Relevance 
that worth more than in <h3>, and so on.

To be relevant, be re

Img
Tag

Bad content is poorly
g
g

texts in the
“alt” parameter is considered page content
p y
update,no relevance

texts in the 
alt  parameter is considered page content
.

the
keywords must appear in the “alt” text
when possible
update, no relevance
W3C Standards

the 
keywords must appear in the “alt” text 
when possible
.

W3C Standards

Top of the Page

pages complying to 
W
p g

it is a privileged place and
considered important by the
p g p y g
engine friendly
it is a privileged place and 
considered important by the 
search engines
engine friendly
Flash Content
search engines
.
t i t t
k d t t th t

Flash Content

most important 
keywords must appear as near to the top 

Google “sees” all flas
of the page as possible.
be optimized too
.
p
4 Off
O i i i
4 Off
page Optimization
( i lt
4.Off

page Optimization
(simulta
4. Off
page Optimization 
(simulta
Sponsored Links
Link Baits

Sponsored Links
l k
h
Link Baits 

sponsored  links 
go where SEO can not

Ideas
o
Testing the best keywords 
before SEO optimization
Ideas 
o
Optimizing for 
Mistyping  and Misspelling

Make 
o
Temporary Advertisement / Campaigns
of, how
o
Optimizing for 
many keywords  at once 
(millions)
,

Interv
o
Quickness

the results start just after starting the campaign
publis
o
Highly demanded keywords
p

Build a

Link Building

Write 
Link Building

The more
high ranked inbound links
are the better

Run a

The more 
high ranked inbound links 
are, the better.
L l th d f
tti li k PONTING t

Test so

Legal methods for 
getting links PONTING to your page 
:

Be the
o
Press Releases

Write 
o
Affiliated Programs
l d h d d
f l

Be the
o
Be listed in human managed directories

Dmoz.org
, for example
( d f h
k
)
( l d
k
) &

Be the
o
WOMM
(Word of Mouth 
Mkt
), 
SMM
(Social Media 
Mkt
) & 
SMO
( i l di i i i )
i i i i l

Disagr
(Social Media Optimization) 

increasing presence in social 
k li k D l i i
Di
Y T b

Write 
networks links Del.icio.us, 
Digg
, YouTube, etc.
Li k B i
( f h i h )
Source:Jim
o
Link Baits 
(see frame on the right)
Source: Jim 
5 M M i i
5 Measurement Monitoring
5.Measurement,Monitoring
5. Measurement, Monitoring
d
i i
f
h
f ll i
f
i l
f
Measurement
and
monitoring
of
the
following
factors
are
essential
for
contr
g
g
adjusting
the
plan
when
needed
The
main
parameters
for
measuring
are
adjusting
the
plan
when
needed
.
The
main
parameters
for
measuring
are
visited
the
pages
and
when
;
d)
how
many
visits
each
search
engine
drove
to
visited
the
pages
and
when
;
d)
how
many
visits
each
search
engine
drove
to
b
h
b i l
b
y Martha
Carrer
Cruz Gabriel
b
y Martha 
Carrer
Cruz Gabriel 
th @ th b/th b
martha@martha.com.br / www.martha.com.br
by
martha
gabriel
by
martha
gabriel
by 
martha
gabriel
t
i
t
k
li i
l i
b t
hi h
t
b
ti i d
d
t
is
necessary
to
make
a
preliminary
analysis
about
which
pages
must
be
optimized
and
dditional
specific
pages
with
relevant
content
to
your
website
business
dditional
specific
pages
with
relevant
content
to
your
website
business
.
the
optimization
(traffic
subscriptions
sells
downloads
etc
)
the
optimization
(traffic,
subscriptions,
sells,
downloads,
etc
.
)
usiness
area
,
determining
your
competitors
websites
rank
in
the
search
engines
,
g
y
p
g
ompetitors
relevance
ompetitors
relevance
k ti
d
d i
l i
f i
i
th
b i
bj ti
marketing
and
design
analysis
focusing
in
the
business
objectives
O
strategy
(in
Keywords
x
Ranking
:
O
strategy
(in
Keywords
x
Ranking
:

Ke ord
freq enc

Keyword
frequency
h
h
k d
h
( d
b d

Where
the
keywords
appear
in
the
page
(code,
URL,
body,
domain
name)
rd
!
)

Which
tags
use
them
(title,
h
1
,
img
/alt,
etc
.
)
Which
tags
use
them
(title,
h
1
,
img
/alt,
etc
.
)

How
they
are
positioned
on
the
page
compared
with
other
How
they
are
positioned
on
the
page
compared
with
other
words
(top
middle
bottom)
nd
out
which
words
(top,
middle,
bottom)
nd
out
which
fi d
find
you
.
Keywords
x
Conversion
:
Keywords
x
Conversion
:

Generic
Keywords

tend
to
attract
more
traffic

Generic
Keywords

tend
to
attract
more
traffic
.
S ifi
K d

t d
t
tt t
i

Specific
Keywords

tend
to
attract
conversion
.
l ith
ff
ti i ti )
usly with 
o
ff

page optimization)
us y
o
page op a o )

Dynamic Content
t include the keyword  
related to the 
y

dynamic pages created
on the fly
usually can not be
t c ude t e ey o d
e ated to t e

dynamic pages, created 
on the fly
, usually can not be 
searchable
by search engines
searchable
by search engines.
i h
i d ’

create strategies where 
important pages don’t get 
ria 
for page ranking.
lost
inside the databases.
p g g
epeated the most possible
WITHOUT

CMS
epeated the most possible

WITHOUT 
h engines and
GUARATEEING the text
CMS
CMS th t t h i f i dl
URL
h engines and 
GUARATEEING the text 

use CMSs that creates search engine friendly 
URLs

individual pages meta

tags

compiles pages 
(instead 

3% and 8% are relatively safe.
of creating them on the fly), 
allows creating internal 
g y),
g
links and template pages manually
.
iles
(
js
for example)
links and template pages manually

iles 
(.
js
, for example) 
Website Structure
other code for creating navigation
that
Website Structure
other code for creating navigation 
that 
od by the search engine crawlers
od by the search engine crawlers. 
D i &St t

Design & Structure

page depth

isolated pages are less worthy than
page depth 
isolated pages are less worthy than 
pages that link
to other pages (outbound links)
pages that link 
to other pages (outbound links).

navigation between pages
must favor crawlers visit

navigation between pages 
must favor crawlers visit
.
h i
t b id d

heavy images 
must be avoided.

c
onfigure properly the 
robots.txt file.
elevant!

submit your sitemap 
to the search engines.
y written, with no keywords, no 
y p
g
Age and Updating
y,y,
e.

Age and Updating

e.

the older a page, the more trustable it tends to be 

time favors ranking.
W3C standards usually are search 
g

the
page updating pace
affects the
search engine
y
the
page updating pace 
affects the 
search engine 
crawlers visit pace
crawlers visit pace.
W b it I di id l P

Website versus Individual Pages
sh content, therefore 
Flash files must 

search engines classify each page individually but
search engines classify each page individually but 
also
use their internal links and keywords to classify
also
use their internal links and keywords to classify 
and categorize the whole website
and categorize the whole website.
l ith ff
ti i ti )
neously with off

page optimization)
neously with off
page optimization)
are based on
5 types of hooks:a)
news
;b)
opposition
;c)
attack
;d)
resources
;e)
humor
are based on 
5 types of hooks: a) 
news
; b)  
opposition
; c) 
attack
; d) 
resources
; e) 
humor

for Link Baits
for Link Baits

valuable resource 
(lists, special reports, history 

Make an 
interesting picture
(,p p,y
w to, etc.)
g p

Be the first to research and document 
something
,)
view (e

mail/phone) prominent people
and 
g

Make a 
theme, plug

in or piece of software
(
/p ) p p p
sh it.
,p g
p

Make 
a tool that others can put on their sites 
but that 
an 
useful tool
p
links to you
an 
interesting article
y

Make 
a joke about a known person
g
 newsworthy ‘event’ 
such as a contest
j p

Make 
a resource that is just in time 
for a major event
y
omething new 
that has not been done before
j
j

Write an 
outrageous theory and back it up with logics
g
e first in doing something on the internet
g y p g

Write 
useful comments on something 
that is happening
g g
something controversial
g
pp g

Give something valuable for free
g
e first to write the latest news 
in your niche

Coin a new acronym 
in your niche and get people to talk 
y
e first to expose a scammer
about it
ree with an authority

Become an expert in your niche 
and write valuable 
some 
funny humor
information
Westergren
(http://wwwjimwestergren com/link

bait
/
Westergren
(http://www.jimwestergren.com/link
bait
/
C l &Adj
Control &Adjustments
,Control &Adjustments
, Control & Adjustments
lli
h
i i i
h
d i d
l
d
l
f
rolling
the
optimization
process
to
get
the
desired
results
and
also
for
g
p
p
g
:
a)
page
views
x
unique
visits
;
b)
rejection
rate
;
c)which
crawlers
:
a)
page
views
x
unique
visits
;
b)
rejection
rate
;
c)which
crawlers
your
pages
;
e)
which
keywords
brought
access
to
your
pages
.
your
pages
;
e)
which
keywords
brought
access
to
your
pages
.
Get this poster!
Copyright 2008 Martha 
Carrer
Cruz Gabriel All 
R
ights Reserved