Keywords and Keyword Research
Keyword research is critical to the process of SEO. Without this component, your efforts to rank well in the major search engines may be misdirected to the wrong terms and phrases, resulting in rankings that no one will ever see. The process of keyword research involved several phases:
Brainstorming - Thinking of what your customers/potential visitors would be
likely to type in to search engines in an attempt to find the
information/services your site offers (including alternate spellings, wordings,
synonyms, etc).
Surveying Customers - Surveying past or potential customers is a great way to expand your keyword list to include as many terms and phrases as possible. It can also give you a good idea of what's likely to be the biggest traffic drivers and produce the highest conversion rates.
Applying Data from KW Research Tools - Several tools online (including Wordtracker & Overture - both described below) offer information about the number of times users perform specific searches. Using these tools can offer concrete data about trends in KW selection.
Term Selection - The next step is to create a matrix or chart that analyzes the terms you believe are valuable and compares traffic, relevancy and the likelihood of conversions for each. This will allow you to make the best informed decisions about which terms to target. SEOmoz's KW Difficulty Tool can also aid in choosing terms that will be achievable for the site.
Performance Testing and Analytics - After keyword selection and implementation of targeting, analytics programs (like Indextools and ClickTracks) that measure web traffic, activity and conversions can be used to further refine keyword selection.
Title Tag
Denoted by the
tags in HTML, this tag always shows at the top of a browser window and often appears in the SERPs as the title of the web page. The title tag is the most important text on every page. In addition to the value of a title tag when a search engine determining what a page is about, people will often use the title of a page when choosing anchor text to link to the page. It should be unique for each page on the site.
<br />
<br />This means it has to both contain important keywords and be compelling to visitors.
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<span style="font-weight: bold;">Search Engine</span><br /><br />A Search Engine is a program that helps users find information on the Internet.<br />These are the critical operations that allow them to provide relevant web results<br />when searchers use their system to find information:<br /><ul><li><span style="font-weight: bold;">Crawling the Web</span> - SEs run automated programs, called “bots” or “spiders” or “crawlers” that use the hyperlink structure of the Web to “crawl” the pages and documents that make up the World Wide Web.</li></ul><ul><li><span style="font-weight: bold;">Indexing Documents</span> - Once a page has been crawled, its contents can be “indexed” – stored in a giant database of documents that make up a search engine’s “index”. This index needs to be tightly managed, so that requests which must be searched and billions of documents can be completed in fractions of a second.<span style="font-weight: bold;"></span></li></ul><ul><li><span style="font-weight: bold;">Processing Queries</span> - When a request for information comes into the SE, the engine retrieves from its index all the documents that match the query. A match is determined if the terms or phrase is found on the page in the manner specified by the user.</li></ul><ul><li><span style="font-weight: bold;">Ranking Results</span> - Once the search engine has determined which results are a match for the query, the engine’s algorithm runs calculations on each of the results to determine which is most relevant to the given query. They sort these on the result pages in order from most relevant to least so that users can make a choice about which to select.<span style="font-weight: bold;"></span></li></ul><br /><span style="font-weight: bold;">Search Engine Optimization</span><br /><br />Search engine optimization or SEO is the active practice of optimizing a web site by improving the internal and external aspects of the website in order to increase the traffic it receives from search engines. Optimizing a web site for search engines can require looking at so many unique elements that many practitioners of SEO (SEOs) consider themselves to be in the broad field of website optimization (since so many of those elements intertwine).<br /><br />This guide is designed to describe all areas of SEO – from discovery of the terms used in SEO, to making a site SE friendly, to building the links and marketing the unique value of the site/organization’s offering
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<span style="font-weight: bold;">301</span><br />A server response code, meaning "page has been permanently moved to x" A 301 redirect is commonly used to redirect sites or individual pages in cases where a domain or page name is changed and is usually the preferred method of redirection by search engines.<br /><br /><span style="font-weight: bold;"> 302</span><br />A server response code meaning "page has temporarily moved". 302 redirects are a touchy subject with many people involved with SEO as they can be also used against a site through a process called 302 hijacking or pagejacking.<br /><br /><span style="font-weight: bold;"> 404 error page</span><br />The 404 or Not Found error message is an HTTP standard response code indicating that the client was able to communicate with the server, but the server either could not find the file that was requested, or it was configured not to fulfill the request and not reveal the reason why. The 404 error page will be displayed when this error occurs.<br />We usually use a custom 404 error page to retain the visitor who got a 404 error on your server.<br /><br /><span style="font-weight: bold;"> Anchor Text</span><br />The visible text component of a hyperlink. Seen in between the <> and </a> tags.<br /><span style="font-weight: bold;"><br />Algorithm</span><br />A mathematical formula used in calculating search engine ranking. The goal of any SEOP is to understand the algorithm as best as possible. Algorithms of course are very closely guarded secrets and I have never met anyone who has "cracked" an algorithm. Search engine algorithms change regularly to prevent anyone from gaming the system.<br /><span style="font-weight: bold;"><br />Alt Image Tag</span><br />engines aren't able to read images as such, so the alt tag or text attribute describes what the image represents.<br /><span style="font-weight: bold;"><br />Blog/Blogging</span><br />A weblog or a blog is a journal or newsletter that is frequently updated and intended for general public consumption<br /><span style="font-weight: bold;"><br />Black Hat</span><br />A person engaged in or tactic used to increase search engine rankings using methods frowned upon by search engine companies.<br /><span style="font-weight: bold;"><br />Directory</span><br />A compilation of websites reviewed and organized by human editors into useful categories and topics, similar to the organization of the Yellow Pages. Examples of directories are Yahoo!, About.com, and the Open Directory Project.<br /><span style="font-weight: bold;"><br />Doorway pages</span><br />a page used for driving traffic to another page and usually focusing on specific keywords. Generally, doorway pages are designed for search engines only, human visitors never see them - consequently, they are frowned upon. Doorway pages should not be confused with landing pages, a legitimate strategy.<br /><span style="font-weight: bold;"><br />Dupe/Duplicate Content</span><br />usually used in reference to a penalty applied by a search engine for the same content appearing on different pages/sites. In theory, the site/page that was added to the search engine last should be the one that is penalized.<br /><span style="font-weight: bold;"><br />Grey Bar</span><br />A Google toolbar score that can indicate a ban in place on the page currently being viewed; i.e. the page does not appear in Google search results.<br /><span style="font-weight: bold;"><br />Grey Hat</span><br />Optimization strategies that are in a unknown area of reputability/validity.<br /><span style="font-weight: bold;"><br />IBL</span><br />Inbound Link. Links pointing from another site into your own.<br /><span style="font-weight: bold;"><br />KDA</span><br />Keyword Density Analyzer or Analysis. The ratio of keywords or keyphrases in relation to other text on a page.<br /><span style="font-weight: bold;"><br />Keyword/KW</span><br />A word or words that strongly relate to a page/site topic or search engine query.<br /><span style="font-weight: bold;"><br />Keyword Stuffing</span><br />Where a keyword or phrase is used excessively in page content or alt tags in an attempt to gain higher rankings. Can result in page penalties or bans.<br /><span style="font-weight: bold;"><br />Landing Page</span><br />An active web page where Internet users will "land" when they click your online ad. Your landing page doesn't need to be your home page.<br /><span style="font-weight: bold;"><br />Link Farm</span><br />A page that consists of little else but links to other sites and usually the sites listed have links back to the farm page. The goal of a link farm is to artificially boost rankings through link popularity and is consequently at risk of penalty or ban.<br /><span style="font-weight: bold;"><br />Link Popularity</span><br />A gauge of a site's popularity based on the number of inbound links. Link popularity is a factor in search engine ranking and has greater strength (in theory) where inbound links are from other quality sites.<br /><span style="font-weight: bold;"><br />Meta Tags</span><br />These mainly refer to the title, keywords and description tags. They are basically a summary of the content that is on the page in different formats. Metatag content does play a role in rankings for many search engines.<br /><span style="font-weight: bold;"><br />Mirror Site</span><br />A copy of a site with some content differences to target particular keywords. Not a recommended strategy as it can trigger a penalty or ban.<br /><br /><span style="font-weight: bold;"><br />OBL</span><br />Outbound Link. A link pointing from your site to another site.<br /><span style="font-weight: bold;"><br />Off Page Factors</span><br />Issues such as inbound links and the popularity of sites with links pointing into your site that you have little control over, but that still play a role in your rankings.<br /><span style="font-weight: bold;"><br />On Page Factors</span><br />A reference to the elements on your site and their role in your rankings, for example, keyword density, title tag relevance etc.<br /><span style="font-weight: bold;"><br />OOP</span><br />Over Optimization Penalty. Where a search engine algorithm detects that changes you are making to a page or the way the page is constructed is to influence rankings over being useful to a site visitor.<br /><span style="font-weight: bold;"><br />Portal</span><br />A web page that works as a starting point for a user's session on the Internet. Portals typically include a directory of websites, access to web services and shopping sites, and search functionality powered by a search engine provider. Example of portals are AOL, Netscape, CompuServe, and EarthLink.<br /><span style="font-weight: bold;"><br />PFI</span><br />Pay For Inclusion. Payment paid to a search engine company for inclusion in results<br /><span style="font-weight: bold;"><br />PPC</span><br />Pay Per Click<br /><span style="font-weight: bold;"><br />PR/Page Rank</span><br />A ranking used by Google that is meant to act as indication of the quality of a site and its authority status.<br /><span style="font-weight: bold;"><br />Reciprocal Link</span><br />An agreement between two sites to exchange links. Sites exchanging links can risk a penalty or ban if they are not of a related topic.<br /><span style="font-weight: bold;"><br />ROI</span><br />Return on Investment. The measure of effective of expenditure vs. the number of visitors received or sales.<br /><span style="font-weight: bold;"><br />SE</span><br />Search engine<br /><span style="font-weight: bold;"><br />SEM</span><br />Search Engine Marketing<br /><span style="font-weight: bold;"><br />SEO</span><br />Search Engine Optimization<br /><span style="font-weight: bold;"><br />SEP</span><br />Search Engine Placement (or Positioning/Promotion)<br /><span style="font-weight: bold;"><br />SERPs</span><br />Search Engine Results Pages. The pages that display after a query is submitted.<br /><span style="font-weight: bold;"><br />Spam</span><br />Unethical techniques such as cloaking, mirror sites and doorway pages to trick the search engine spiders into giving the Web page a higher ranking. Search engines will often penalize or remove an offending site from its index.<br /><span style="font-weight: bold;"><br />Spider</span><br />A software application used by search engine companies to visit web sites and return information about pages.<br /><span style="font-weight: bold;"><br />URL</span><br />Uniform Resource Locator. The web address of a site or page.<br /><br /><span style="font-weight: bold;"><br />White hat</span><br />legitimate optimization techniques employed that are agreeable to search engine companies, such as the proper use of meta-tags, an adequate keyword saturation and spider friendly page design.
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