Search Engine Optimization Part - 1

1. Search Engine OptimizationPart - 1 Ashwani Kumar Sr. Solutions Architect

2. Contents (Part-1) • Overview of Search Engine Techniques • Keyword Generation Tools • Q&A

3. Search Engine Optimization Overview • SEO is a process of making your website ranking higher in the Search results shown by Search Engines like Google, Yahoo, MSN etc; • Optimization of website should be a continuous process. • Search engines keep on changing their ranking algorithms. However adopting all the patterns discussed here will make your ranking better. • Search-Engine-Optimization is not an exact science, even if you follow best practices, there are no guarantees. • Progress steadily. Your effort build over time to produce results. • Focus on natural growth. Plan out strategies and how you are going to implement them.

4. Analyze Your Competition with Compete.com www.compete.com , provides a robust look at where your competition is generating search-engine traffic on both pay-per-click and organic searches. This tool gathers information from Internet users who have installed the Compete toolbar. To Access user interaction data , you need to create an account on compete.com and purchase credits. The advanced data that Compete.com offers on a competitor’s Web site is broken down into a few categories. They are as follows: Volume Rank refers to the rank of each keyword in terms of what keyword is sending the most volume. This gives a quick look at the top-performing keywords, ignoring everything but raw traffic levels. Site Share refers to the percentage of the overall search-engine traffic that comes to a Web site from each individual keyword. Keyword Engagement is a measure of the average amount of time a user spent on the site and can be used as a gauge of user interaction on your Web site. This is broken down to a keyword level, so you can see what keywords are sending the highest number of interested Web site users. Keyword Effectiveness is a combination of Volume Rank and Keyword Engagement. It is a basic measure of which keywords are the most valuable in terms of referred users who were active when they hit the Web site. Keyword Effectiveness provides an additional measure of user interaction on your Web site.

5. Keyword Research with KeyCompete KeyCompete can be used to evaluate the keywords that your competitors are bidding on major pay-per click search engines such as Google AdWords and Yahoo Search Marketing. KeyCompete.Com charges monthly or annually fee. KeyCompete allows you to evaluate competitor’s keywords is by typing a competitor’s Web site URL directly into the KeyCompete system and quickly access thousands of competitor keywords. KeyCompete technology does not return results if your competitor is not using paid search. KeyCompete also offers Traditional keyword generation tool to search variations of keywords across all the web sites. An Additional tool is KeyCompete’s Long-Tail Keyword technology, which allows you to generate large keyword lists that include variations of more general keywords. Hitwise.com, GoogSpy.com, and SpyFu.com other popular competitive keyword generation research tools.

6. Analyze Your Competition with Seodigger Seodigger ( www.seodigger.com ) offers a free tool that allows you to determine the top keywords that your competitors rank for organically on both Google.com and MSN.com, popularity and rough estimate how much search volume each individual keyword receives. Seodigger offers two options for accessing competitor keywords : Registered Users And Nonregistered users. Another popular free tool to evaluate your competition’s keywords is the Shoemoney Search-Engine Results Pages (Serps) tool located at ( www.shoemoney.com/serps.php ).

7. Wordtracker Keyword Suggestion Tool Wordtracker ( www.wordtracker.com ) offers a useful keyword suggestion tool in free (http://freekeywords.wordtracker.com) or subscription-fee versions, which provides you list of related keywords and the estimate search volume for each keyword. Wordtracker collects search volume data from two search engines, dogpile.com and metacrawler.com. The free version of the Wordtracker Keyword Suggestion Tool is limited to 100 results per search and the paid version gives you instant access to thousands of keywords.

8. Keyword Discovery Keyword Discovery research tool (www.keyworddiscovery.com ) available for a monthly or yearly subscription fee, offers a large list of head and tail terms for any topic you choose and also analyze word popularity. Keyword Discovery keyword documents can help you connect with your target audience. Each report provides you with the exact terms your potential customers are using when they search for your product or service online. Keyword Discovery vary depending on what database you select. Some of the available databases include: The Global Premium Database contains the number of searches done at various engines over the last 12months. This database is filtered, and is free from any possible skew caused by automated searches. The Historical Global Database covers results from search engines across the globe and gives you the number of searches performed for a term from June of 2005 to the present. The information in this database is compiled from roughly 200 different sources. The Shopping Database provides you with the number of times a keyword was searched for at the major online shopping Web sites such as Amazon, Buy.com, and Bizrate.com. The shopping database also provides information on searches done for specific product SKU numbers. The eBay Database provides the number of times a certain keyword was searched for at the popular auction site eBay. This data can be very useful if you are monetizing your site with the eBay affiliate program or with eBay affiliate networks such as AuctionAds.com.

9. Analyze Keywords with Keyword Discovery Keyword Discovery includes several useful advanced features that enable you to analyze your lists of keywords, information on the number of occurrences of a keyword throughout a Web site, overall keyword effectiveness, and predicted daily search volume, directions in which your SEO work is most likely to achieve positive results. Keyword Discovery’s number-of-occurrences feature provides an estimated number of pages that use a given keyword. Keyword Discovery’s keyword effectiveness indicator, or KEI, is a simplified value scale from 0 to 10 that provide a snapshot of the potential for each keyword. Keyword Discovery’s predicted-daily-searches feature provides you with a prediction for how many searches occur daily across the entire Internet for a given keyword. The biggest advantage of the Keyword Discovery tool is the ability to narrow your potential keyword pool down to words that are the most effective for your Web site.

10. Filter Keywords with Keyword Discovery Keyword Discovery offers a keyword filter tool (www.keyworddiscovery.com ) that is incredibly useful when expanding on existing keywords for both PPC and SEO campaigns. The filter enables you to automatically add a prefix, suffix, or both to each keyword on a list. keywords that contain prefixes or suffixes tend to be easier to rank for than keywords without such extensions. The filter tool also offers a mass find and-replace tool, which is a valuable option for adding common synonyms into your keyword list. Expanding your preliminary keyword list is very helpful when building out a PPC account for an e-commerce site. Keyword Discovery’s keyword filter tool gives you the option to import the meta keywords from any Web page URL. Keyword Discovery’s keyword filter tool is very useful when researching your competition. By importing the competitors’ selected keywords as a base list and expand on them by using prefixes, suffixes, and synonyms.

11. Find your Target Audience Target audience often defined by age groups, nationalities, specific interests. Designing your website based upon your target audience significantly improve your website ranking. For example: if your target audience is teenager group then advertising on Facebook, Myspace will help to increase ranking. Use Google Trends tool ( www.Google.com/trends ) to find out the trends of a specific keyword based upon popularity and geographic regions.

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