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Search Engine Optimization Getting Started (2010)

Brainstorming main categories and subcategories for the web site


From:

Search Engine Optimization Getting Started (2010)

with Jill Whalen

Video: Brainstorming main categories and subcategories for the web site

While you should already have a good idea of what categories you want on your site and in your main navigation, now is a good time to take another look at your keyword research to make sure you haven't missed any important areas that relate to what you offer on your site. It's sort of a chicken and egg thing, which can be somewhat maddening. You need to know your categories before you can do your keyword research. But you'll also need keyword research to help determine areas that people are interested in that you may want to include on your website. To show an example of how a site might categorized, here's a document I brainstormed to determine the possible categories for My Kindle Review site.
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  1. 1m 33s
    1. Welcome
      1m 4s
    2. Using the exercise files
      29s
  2. 6m 20s
    1. Understanding how search engines work
      3m 50s
    2. What is SEO?
      2m 30s
  3. 25m 3s
    1. Introducing keyword phrases
      1m 21s
    2. The keyword research process
      4m 42s
    3. Performing keyword research
      4m 43s
    4. Winnowing out ineffective keyword phrases
      1m 58s
    5. Performing additional keyword research
      2m 44s
    6. Determining competitiveness of keyword phrases
      5m 42s
    7. Finding keyword gems
      3m 53s
  4. 12m 49s
    1. What site architecture means to SEO
      2m 1s
    2. Brainstorming main categories and subcategories for the web site
      4m 4s
    3. Creating a keyword phrase-to-page map
      3m 33s
    4. Using keywords in domain names and URLs
      3m 11s
  5. 18m 10s
    1. SEO in HTML tags
      1m 57s
    2. Title tags
      1m 56s
    3. Meta descriptions
      1m 33s
    4. Header tags
      1m 12s
    5. Anchor text
      1m 43s
    6. Alt tags
      1m 36s
    7. Writing effective title tags
      4m 42s
    8. Writing meta-description tags
      3m 31s
  6. 11m 44s
    1. What good content is and why it's needed
      1m 27s
    2. The different types of content pages
      3m 47s
    3. Using keywords in existing content
      1m 53s
    4. Writing new content for users and search engines
      4m 37s
  7. 16m 37s
    1. Understanding link popularity and why it's important
      2m 43s
    2. Introducing Google's PageRank
      2m 38s
    3. Knowing the best way to get links
      3m 12s
    4. Content creation and promotion as "link bait"
      3m 34s
    5. Real-world link bait ideas
      4m 30s
  8. 12m 7s
    1. Introducing social media marketing
      4m 3s
    2. Getting started with social media marketing
      2m 25s
    3. Participating in social media communities
      5m 39s
  9. 26m 31s
    1. Why rankings are a poor measure of success
      3m 13s
    2. Determining conversions and setting up goals in Google Analytics
      5m 37s
    3. Measuring search engine traffic
      11m 5s
    4. Measuring success beyond the search engines
      6m 36s
  10. 9m 19s
    1. Reviewing top techniques for SEO success
      1m 58s
    2. Additional resources
      4m 19s
    3. The future of SEO
      3m 2s

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Search Engine Optimization Getting Started (2010)
2h 20m Beginner Mar 31, 2010

Viewers: in countries Watching now:

In SEO: Search Engine Optimization Getting Started, author Jill Whalen explains the importance of site rankings and why search engine optimization is necessary for increasing web site traffic. The course covers choosing the best keywords, performing keyword research, augmenting keywords with search-friendly site architecture, creating social media networking strategies, and measuring the success of an SEO campaign.

Topics include:
  • Understanding how search engines work
  • Researching and selecting keywords
  • Adding keywords to web pages, URLs, and HTML markup
  • Writing web page content based on selected keywords
  • Link building
  • Social media marketing without spamming
  • Setting up Google Analytics to track conversions
  • Measuring search engine traffic
Subjects:
Business Online Marketing Web SEO
Author:
Jill Whalen

Brainstorming main categories and subcategories for the web site

While you should already have a good idea of what categories you want on your site and in your main navigation, now is a good time to take another look at your keyword research to make sure you haven't missed any important areas that relate to what you offer on your site. It's sort of a chicken and egg thing, which can be somewhat maddening. You need to know your categories before you can do your keyword research. But you'll also need keyword research to help determine areas that people are interested in that you may want to include on your website. To show an example of how a site might categorized, here's a document I brainstormed to determine the possible categories for My Kindle Review site.

My first thought was to have a section for general Kindle information, which is number one. I also wanted a section for Kindle accessories, as I noticed in my keyword research that there were a variety of searches for the various accessories one can buy for the kindle. While you don't want to let your keywords drive your site architecture completely, it's helpful to review it for areas of interest that you may not have otherwise thought about. Accessories, as a category, makes a lot of sense for me with this site as I plan to buy some over time anyway.

The next section I had was Books. Since the main purpose of my Kindle was to read more books, posting book reviews to the website makes a lot of sense. And there were tones of different book review keyword showing up in our research. Along with book reviews, I noticed searches for free kindle books. It seemed to me that reviewing and listing free books could really be a good draw to the website and also come in handy later on for attracting links to the website. People love free lists and are more likely to link to them than things that cost money.

The kindle also allows you to subscribe to magazines, as well as to blogs and newspapers. So, I added them into the site architecture. After the main categories were brainstormed, I went back and added the sub-categories such as various accessories, here like the Kindle protectors, cases, covers and the like, reading lights, stands and that sort of thing. I also tried to decide which types of books I would be reviewing. I put children's books in, even though my kids are older and I probably won't be reading any of them right now, because it's a huge opportunity as part of the keyword research.

I thought that perhaps at some point in time, I might open up the site so that others could post their own reviews, which would provide me with some good content in that area. That's basically all there is to it. Put down the categories you know you need in your site and review your keyword research to help you find possible missed opportunities. Now, I'll show you how I've implemented some of this into the site architecture of My Kindle Reviews site. Here across, the top navigation, I have added the main categories of Kindle Accessories, Book Reviews and The Kindle.

Then down here within this section I have got this nice spot to add my sub-categories in. Since this website is still a work in progress, I don't have all the categories and sub-categories for my brainstorming, but only those that I have content for. I am sure you'll agree there's nothing worse than seeing under construction pages. So, it's better to leave anything off that you are not ready for. So, you can see I've got the Books Reviews category laid out and I have Classics and Science Fiction and Short Stories and Romance Novels there so far.

These are the types of books I have had a chance to read and review so far with my Kindle. Then I have the Kindle section and a couple of sub-categories plus the Kindle Accessories section. So far, I have only purchased a case for my Kindle and none of the other cool accessories, so I am leaving them off for now. Now remember, the key here with our site architecture is to repeat each of these categories and sub-categories on every page of the site, which tells the search engines they are important. This in turn will give those pages a lot of internal link popularity and therefore more rating with the search engines.

Find answers to the most frequently asked questions about Search Engine Optimization Getting Started (2010).


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Q: In the “Determining competitiveness of keyword phrases” tutorial in the SEO: Search Engine Optimization Getting Started course, the author details the use of the “allintitle” advanced search operator in Google.  While the operator works in the example given in the tutorial, Google will not allow usage of the “allintitle” operator for more than two keywords at a time.  Is there any workaround to this problem?
A: Google’s policy on the “allintitle” operator has become a major problem in trying to do some competitive keyword research. There is a workaround, although it makes searching slower. Follow these steps:
1) Click on Google's Advanced Search link, then add the desired keyword phrase to the Find web pages that have... "this exact wording or phrase." Then click the "+Date, usage rights, numeric range, and more" link.
2) In the "Where your keywords show up:" dropdown menu, change "anywhere on page" to "in the title of the page."
This should allow the use of the “allintitle” search without Google thinking the user is a robot. To do the next one more quickly, just hit the back button of the browser and change to the next keyword phrase.


Q: Allintitle searches on Google seem to yield wildly inconsistent results. How does the author handle such inconsistent data when looking for good keywords? Are these results a recent phenomenon? Can can allintitle searches still be used reliably?
A: Unfortunately, Google has recently made it difficult to do the allintitle searches. It is still useful to a certain extent, but only because there currently isn’t anything better out there to judge the competition of a site.
Q: As a result of Google changing the "select previous interface" function, the methods in used for the Keyword Tool in the tutorials no longer work. Is there a method that can be used with the new keyword search tool that will produce the same results as shown in the training course?
A: Unfortunately, Google switched to the new Keyword Tool and also removed many keywords that aren't "commercially viable" from the database, so the methods in this title will not work exactly as described. You can still change from broad match to exact, but it is, unfortunately, harder to find. Right now, there does not appear to be a more effective way to do keyword research. Unfortunately, the other vendors that provide keyword research tools for a monthly fee are no better than Google's free one. The best advice for now would be to not focus too much on the keywords and just pick those that seem to be the most relevant for your site.
Q: Google AdWords looks different on my Mac than it does in these tutorials. Can you help me find the option for "How would you like to generate keyword ideas" (either  "descriptive words or phrases" vs. "website content") that you show in the video on using the Keyword Tool?
A: The Keyword Tool has changed slightly in appearance since this course was published, but the functionality is essentially the same. Under the "Find keywords, Based on one or more of the following", you can choose to enter keywords, have them restricted to suggestions based on a certain website, or even based on a category, such as Apparel. You can use one or more of these options.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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