Archive for SEO

What SEO Is vs What SEO Is Sold As

What SEO is vs what SEO is sold as

Generally, SEO is simple, but not easy. The majority of it is common sense stuff. You can learn the lion’s share of SEO tactics directly from Google here.

But, SEO is not necessarily common sense to the average non-tech savvy business owner and unfortunately SEO is often sold as something only experts with very technical expertise can do – sometimes even thought of as “secrets to rank higher in Google”.

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Visualize SEO Potential

One way to do this is to export your top 20 organic keywords sorted by visits from Google Analytics. Then take that list and copy it into the AdWords Keyword Tool to see what the local search volume is for each of those keywords. Then you can easily find the percent of the Local Monthly Search Volume that your keywords are getting.

One step further is to see what would happen to revenue if you increased those keyword visits by something like 5%. Using the Per Visit Value from Google Analytics you can take the difference between the amount of visits you are currently getting and how many you would get if visits were 5% higher and then multiply that by the Per Visit Value to see what the gains in total revenue would be.

The prospect of taking a keyword from less than 1% of total Local Search Volume and getting just a few percentage points more seems very doable especially when the increased revenue looks so high.

Visualize SEO Potential

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Matching Keyword With Landing Page For Search Engine Optimization

You’ve researched the keywords you want to optimize your site for and now you need to decide which keywords will go towards which pages of your site. You should optimize a single page for only one main keyword. I think it’s easiest to organize keywords into three categories: Brand, Category and Product. See the breakout below:

Matching Keyword With Landing Page For Search Engine Optimization

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It may take making more category pages than you planned so that you can have both generic category pages and brand category pages. Then once the target page has been identified you can use your keyword as consistently as possible on that page.

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SEO On Page Content: 3 Examples

Product detail pages tend to naturally have good content for search engines to index because they have lots of text in the form of product descriptions. The challenge is having the same quality content on all pages of the site, specifically category pages and home pages.

Most homepages have a lot of graphics and buttons, not much in the way of text. BrooksRunning.com puts a block of links with specific anchor text below the main section of the site. It doesn’t look to spammy and might actually help visitors navigate to what they are looking for, but mostly it’s just spider food. RedEnvelope.com puts a huge amount of text under their footer along with a bunch of links with anchor text though out. It’s a little bit of an eye-sore and obviously not intended to be read by humans, but it probably works.

Category pages are also a challenge to include text on. Zappos.com throws a big block of text on each of its category pages with links throughout. I can imagine people reading this but mostly its for SEO.

SEO On Page Content

I think these three sites have a good strategy to include more text on their pages but recently Google announced that sites that don’t have much content “above-the-fold” can be affected by a recent algorithmic change. Its speaking more specifically to sites that have a lot of ads before the content, but it will be interesting to see if this strategy of putting lots of copy below the fold has less of an effect for ecommerce sites going forward.

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SEO First Step: What Is The Purpose Of Your Website?

This seems overly simplistic but too often people employ SEO tactics to rank for keywords that aren’t very related to their business. So the first step is to define why your website exists in fifteen words or less. Complete this statement: “When its all said and done the only purpose of my website is to _______”.

“No enterprise can exist for itself alone. It ministers to some great need, it performs some great service, not for itself, but for others… or failing therein, it ceases to be profitable and ceases to exist.” – Calvin Coolidge

Then the next step is to figure our what queries your customers would use to look for your business purpose. Put yourself in their shoes. These queries will be really similar to your purpose. They will also go from broad queries – people who aren’t quite sure what they are looking for,  to exact ones – where they have figured out exactly what they are looking for,  and that’s when you need to find the happy medium between relevance and popularity for your keywords.

“The golden rule for every business man is this: “Put yourself in your customer’s place.” – Orison Swett Marden

First Step In SEO

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Keyword Consistency On Page SEO

Optimal on-page keyword optimization means taking advantage of every posible place a chosen keyword can be used. Below is a diagram showing how this can be done to improve relevancy to search engines.

Consistency Of Keyword Usage

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Free SEO Site Audit Download

When a potential client wants to see an SEO site audit I think there are two main things they are looking for: 1. your level of competency 2. free analysis
SEO Site Audit
So I designed this SEO site audit to try to fill those two needs. Give them what they are looking for but not too much to where you audit your way out of a job. The first section of my site audit is all the on page stuff. I like the colored score in the right column which gives the appearance of urgency to certain aspects of the site and also creates a natural list of priorities for capturing the low hanging fruit first. I use the Google keyword tool to pull a list of relevant keywords. I then use the google site: operator and keyword search (as in site:example.com “keyword”) to see how many times a site uses a keyword.

SEO Site Audit

The second half is for off page stuff. This is just a matter of using free tools out there like semrush, seobook rank checker, and backlinkwatch to pull in data. Its kind of hard to score these things because its all relative.
Download it here to see the whole thing: SEO Site Audit (xlsx)

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Keyword Discovery Using Customer Reviews

I took all the customer reviews from this drill on Amazon and plugged it into Wordle to get this visual representation of the most frequently used words:

If you already have a good handle on how people describe your product this might not be of much use but if you’re racking your brain to come up with more keywords after having exhausted other keyword tools give this a try.

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Optimizing Organic Click Through Rate

This isn’t the most reliable way to calculate your current organic click through rate, but what I did was use the Google Keyword Tool to see how many local monthly searches my keyword has. Then I took that same keyword in Google Analytics to see how many organic visits from Google it gets. The result looks like this:

My example shows a bad looking downward trend. Ideas to get click through rate to improve all include getting your page to stand out more in the search results. A few ideas to do that are: including a call to action in the title tag (like I saw with this site that showed up for the keyword tshirt – Free Shipping!),
using capital letters at the beginning of each word and writing an engaging page description. Ideally you could make these changes and then re-run the report above and see an improvement in click through rate.

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SEO Revenue Estimation Tool

I built a tool in excel that can help estimate the revenue generated from a having a certain ranking in Google’s organic search results. This is the formula: Local Monthly Search Volume X Click Through Rate of your site’s position X conversion rate X average order value = Estimated sales from SEO rank.

The click through rate of a ranking in Google’s search results is a very fuzzy metric. I took a look at what a few other sites have written on the subject and did an average of my own. Also take into account that not all searches are purchase motivated, some people are looking for information, some are doing research etc.
So plug in your own keyword, global monthly searches from Google’s keyword tool, select you desired rank from the drop down, enter your site’s average order value and average conversion rate and see what you get.

Download SEO Revenue Estimation Tool (xlsx)

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