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Marketer's seo checklist
by Anthony Coundouris
Send Feedback to Anthony Coundouris
Marketer's seo checklist
More Details about Marketer's seo checklist here.
Research shows 80 percent of users begin their Internet journey with a search inquiry. As users are unsure of which site to visit, search engine optimisation forms a key part of any online strategy. Surprisingly, only a fraction of online budget and effort is invested in SEO.
SEO is viewed by many marketers as a black art, and as such, treated with a level of skepticism. Despite the complex nature of achieving search rankings, there are a few simple measures to consider when approaching search engine optimisation.
Firestarter has put together a SEO checklist, covering choice of keywords, keyword density, image optimisation and in-bound / out-bound links. Also included are a few items for developers to consider.
We recommend first installing a metric application like Google Analytics before you begin search engine optimisation. This will allow improvements to be tracked easily.
Keyword selection
The words you put on down on a web page are very important. As content produces quality search rankings, a unique set of keywords should be developed for each page. It is important to conduct research on the keywords or phrases commonly searched for your industry or topic.Firestarter search engine optimisation.
Google and Yahoo have some tools available which report how often a word is searched each month. Draft a list of relevant keywords, and pick three or four to optimise for any given page.
Consider optimising keywords which are unique. Instead of targeting highly popular keywords, and receiving a poor search ranking, target less popular words and gain a higher ranking.
Example, 'surfing' is a commonly searched keyword, but the key phrase 'surfing mentawais' has less competition, and may be more relevant to the site. Create niche terms and stay clear of generic words.
Ensure these keywords and phrases appear frequently in the body content as well as metatags.
Keyword density
Once you have identified a few keywords or phrases, you need to achieve a reasonable density of the keywords per page. Density is the number of times the word appears in text. The more times it appears, the greater the density.
This doesn't mean sacrificing the meaning of content to achieve density. Instead, it should help to keep the page content on topic.
Search engines offer marketers tools to help them calculate this statistic. Suffice to say, a density of 10 percent or greater is a good start.
Search optimised images
There is a growing trend of users sharing pictures online. Users now perform image search as often as they do for standard web search. For websites hosting high quality images, consider how to draw traffic or gain brand exposure from Google image search.
Watermarking the image is one way to ensure the URL or brand is seen. This has an added benefit of crediting the site, should a user download the image and use it elsewhere. Image stock libraries do this very well.
A naming convention for images which includes the brand, and subject is useful to help index the file. In addition, provide alternate text for each image.
Frequently updated content
Search engines favour sites that update content regularly. For many sites, blogs are key to empowering administrators to update content frequently. Keyword search any topic, and it is almost guaranteed a blog post will appear on page one.
There are a number of reasons why search results favour blogs. - Blogs tend to be very light on code, which makes them easy to index.
- Most free blogs engines have a content management system included, which means users update them frequently. Google pays attention to websites with frequently updated content.
- Blogs have built-in features to help spiders understand the content, using tags and categories.
Firestarter recommends using blog engines to display content, even if certain features like user commenting are disabled.
Inbound / outbound links
Links in and out of the website are just as important as the content itself. To gauge the quality of the content, search engines study the number of inbound and outbound links. Creating more links to the site is called link building.
Starting a links page is one way to list outbound links. Or simply embedding links where they are most relevant throughout the site, is just as effective.
To get more inbound links, contact as many related sites as possible, and provide them with content or reasons to link up. There are also a good number of free listing sites available in any industry. Examples include forums, and social media like Facebook, Friendster and MySpace.
If this is too much work, consider link exchange services. Link exchange will negotiate a barter deal on your behalf. To get listing on high-traffic sites like Yahoo! Directory will require some marketing dollars. For a per annum fee, a website is guaranteed a link and write-up.
Anthony Coundouris is a director and digital consultant for the digital marketing agency Firestarter.
Servicing multinationals companies in Singapore and South East Asia, Firestarter provides business leaders avenues to engage and convert prospects using social media marketing.
Visit Firestarter to read more articles or contact me.
Contact the Author
Anthony Coundouris
info@firestarter.com.sg
More Details about Marketer's seo checklist here.
Related Articles
Keywords: keyword selection, keyword density, search optimised images, seo
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