Now that we got quantification and some basic Search Engine Optimization (SEO) housekeeping out of the way, step three in our journey to SEO nirvana is one of my favorites — keyword research. Clients I work with often have strong ideas on what words they want to “own” on Google or the other leading search engines.
After years of experimenting and monitoring, I have found there are often too many words that could conceivably be SEO targets for optimizing their site. The result of keyword research should be a very clear delineation as to which select words are targeted for optimization on a page-by-page basis.
Here’s a magic keyword selection formula . . . all thing’s being equal, you should target keywords that have:
- High volumes of search traffic (in your geography)
- Low levels of competition
- High current ordinal rankings (for your website) on search engines
- High levels of your website-specific search traffic (e.g. the terms visitors to your website are searching on to find you, and the search terms visitors use on your site itself)
- High performance in Search Engine Marketing campaigns (e.g., high rates of clicks generated and/or conversions in any Google AdWords, or equivalent, campaigns)
Sounds simple, right? Let’s walk through each of the above. Read more
In my recent blog post “Journey to SEO Nirvana | Baseline (step 1 of 5),“ I aired my dirty laundry (and that of most consultants, teachers and parents – “do as I say, not as I do”) in that despite offering strategic and practical online marketing advice and services for my clients, my own website is not well optimized for search engines.
The main reason for this is that my business is driven through relationships and my professional network, as opposed to the website. But I still feel that my site should adhere to the best practices I espouse, so…
I’m going to chart a practical path towards search engine optimization (SEO) bliss! Come along; it’ll be fun — or if not fun, hopefully relatively painless. Read more
The clients I help with SEO, SEM and social media strategy often tell me that they imagine my website must be “super well optimized” for search engines. As embarrassing as it is to admit, I have to tell them, “No, it is not.”
The truth is that as a busy consultant and owner of several small independent businesses, I rarely get to focus on the online marketing efforts of my own web-based consultancy, SmokeJumper Strategy.
Therefore, much like the cobbler who is so busy making shoes for paying customers that his own children run around barefoot, my website runs around the Internet without any SEO-optimized shoes on at all!
Well, hopefully that will all change soon. Read more
“The sky is falling!”
Recently I was engaged by a security software company to assess their rankings in search engine results. As their newly appointed SEO consultant, the results were not good. Search Engine Optimization (SEO) clearly had not been core to their online marketing practices:
- No knowledge of keyword search market. Without understanding the volume and competitive dynamics for search keywords, identifying the most appropriate search keywords is impossible.
- Low organic search rankings. Due to the lack of focus, the firm had low search engine ranking on many highly relevant search keywords. Read more