Our Search Engine Optimization Methodology
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Presention that illustrates how our digital marketing agency runs SEO programs.
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Our Search Engine Optimization Methodology
- 1. How we do search engine optimization April 2015 Presented by:
- 2. Our Time Proven Process 1. Define Target Audience 2. Keyword Research 3. Identify Gaps and Opportunities 4. Identify your (SEO) Competitors 5. Analyze Competitors 6. Design SEO Strategy 7. Execute Strategy 8. Rinse/Repeat © 2015 Out of Bounds, All Rights Reserved 2
- 3. © 2015 Out of Bounds, All Rights Reserved 3 Step 1: Target Audience and Discovery Phase
- 4. Defining your target audience • If we have a clear definition of your top three audience types, we can do a better job of SEO planning and strategy © 2015 Out of Bounds, All Rights Reserved 4
- 5. © 2015 Out of Bounds, All Rights Reserved 5 Step 2: Audience Based Keyword Research
- 6. SEO Keyword Research • So now we conduct the keyword research based on the audience types • Objectives: – Discover the content topics you want to focus on – Determine the best keywords to target and incorporate – Prioritize content and topics based on relevance and search volume. © 2015 Out of Bounds, All Rights Reserved 6
- 7. © 2015 Out of Bounds, All Rights Reserved 7 Step 3: Find Gaps and Opportunities
- 8. Studying Your Site vs. Keywords • Gaps: We are looking at your existing pages and determining why you are not performing like expected? Technical problems? Navigation or keyword density wrong? • Opportunities: • these are situations where you don’t have any content but where the keyword research identified your customers are looking for that information © 2015 Out of Bounds, All Rights Reserved 8
- 9. © 2015 Out of Bounds, All Rights Reserved 9 Step 4: Define Competitors
- 10. Defining your online competitors • We define your competitors for each major keyword category • We catalog those competitors to use in the next step of competitor assessment • Our goal is to uncover your competitor’s site features, content, and SEO tactics that should be built into your site in order to outrank your competitors © 2015 Out of Bounds, All Rights Reserved 10
- 11. © 2015 Out of Bounds, All Rights Reserved 11 Step 5: Analyze Competitors
- 12. © 2015 Out of Bounds, All Rights Reserved 12
- 13. We look at all the competitor’s SEO attributes © 2015 Out of Bounds, All Rights Reserved 13 Competitors Features, Content Information Architecture Link Profile Traffic
- 14. © 2015 Out of Bounds, All Rights Reserved 14 Final Step 6: Create SEO Strategy
- 15. SEO Strategy Document Outline • Overall Insights • Linking Partnership Ideas • Specific New Content to Build • Keywords for each Page • Page Titles, Meta Descriptions • New Site Architecture, Internal Linking • Next Steps © 2015 Out of Bounds, All Rights Reserved 15
- 16. www.outofboundscommunications.com 9393 W. 110th St, 51 Corporate Woods, Suite 500 Overland Park, Kansas 66210 816-756-5881
Notas del editor
- copyright 2006 out of bounds
- So now in step 2, we have all that great research, now we conduct the keyword research based on all that super detail we have on your customers and what their needs are. The purpose of this keyword research is to determine and discover the topics relevant to what you can provide, determine the best keywords to target and incorporate, and eventually to prioritize content and topics based on relevance and search volume. When I do keyword research, I usually start with high level general words, which lets me see what is popular around that topic, and what other related terms I might want to add to my lists, possibly even as another category if there is enough volume.
- Here is an example of the top 10 competitors for the term “celebrity gossip”. We actually used a tool from SEOMoz to generate this but you get the idea. If you had a website about celebrities and news about them, people interested in that information likely would use this term. These sites are who you are competing against. So we do this analysis for a fair number of the most important categories of keywords and put all that info into a nice workbook. We don’t do the analysis of this data right now. All we are doing in this step is finding out who are competition is in the search engines. The next step is where we do all that analysis.
- Okay, so now we’ve completed the first four of six steps. Here, in step 5, we are going to look at that competitor list we had in step 4 and see what these web sites are doing righ. Why are these competitors doing better than your site? What can we learn from their title tags, external links, navigation structure, template design, etc…. So what kind of stuff do we analyze?
- We try to look at multiple aspects of the competitors: features, what content do these sites have that we don’t?, what tools do they have on the site that we should try out? Information architecture – how are these sites organized? Do a lot of your competitors organize their content in a similar fashion? How does these sites organize their information compared to your site? We also look at links coming in to the site and how they compare to your site If possible we look at relative traffic volumes as well Okay, so we have completed all these five steps. The last step is to create the actual seo strategy for your web site.
- Well here we are. We have done the following: Step 1: We defined target markets & their needs Step 2: We did categorized keyword research. Step 3: We discovered Gaps & Opportunities Step 4: We determined our competitors Step 5: We analyzed our competitors So now we put all this together and come up with your SEO strategy document. Here is an example of the document outline….
- Insights: we take the most important insights, issues and findings from all those steps and give you a concise summary of where you stand. Linking partnerships – here we suggest new external linking partners, blogs, forums, directories that we have identified as good link candidates New content – we provide you ideas on new pages or even entire new sections to add to your web site We then assign keywords to each of your urls Page titles and suggested meta descriptions In some cases we will suggest reorganizing your web site content and internal linking to achieve better seo performance And finally, we provide you next steps, how you should proceed, we try to prioritize these various recommendations for you. Any super technical issues and fixes we will provide in another webmaster/technical fixes document.
- copyright 2006 out of bounds