SEO: Keyword Strategy in Depth
Illustration by Richard Downs

Test your navigation for usefulness and understandability


From:

SEO: Keyword Strategy in Depth

with Matt Bailey

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Video: Test your navigation for usefulness and understandability

When I'm optimizing a Website I'm not just looking at rankings. I'm looking at the over all usability of the Website and how we can make it more usable and understandable for our visitors. And so one of the things I always recommend doing is testing your website to see how usable is with the words being used on the Website. And so this is called a Goal Test. We create practical scenarios such as booking a retreat package and then we sit back.
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  1. 1m 17s
    1. Welcome
      1m 17s
  2. 27m 33s
    1. What are keywords?
      4m 11s
    2. The implications of keywords
      6m 36s
    3. How can we use keywords?
      5m 27s
    4. Find keyword research resources
      4m 1s
    5. View the keyword universe
      3m 25s
    6. Read keyword data effectively
      3m 53s
  3. 25m 46s
    1. Creating a keyword spreadsheet
      2m 41s
    2. Find initial keywords
      2m 18s
    3. Utilize the long tail
      4m 25s
    4. Find phrase patterns
      2m 15s
    5. Organize by prefix and suffix
      4m 8s
    6. Search for synonyms
      3m 19s
    7. Plan for plurals
      1m 56s
    8. Develop your keyword spreadsheet
      4m 44s
  4. 25m 28s
    1. Find searcher intent
      1m 48s
    2. Measure brand impact
      2m 26s
    3. Research demand patterns
      4m 0s
    4. Assess the right searcher
      5m 45s
    5. Assess competitive data
      4m 5s
    6. Measure keyword competitiveness
      3m 34s
    7. Measure the competitive environment
      3m 50s
  5. 20m 45s
    1. Intersect keyword demand and keyword trends
      2m 27s
    2. Apply tools for finding keyword search trends
      5m 3s
    3. Compare keyword trends
      5m 15s
    4. Asking why
      3m 22s
    5. Articulating strategy
      2m 35s
    6. Organizing keyword data with your additional data
      2m 3s
  6. 14m 25s
    1. Introduction to keyword research software and options
      1m 29s
    2. Raven tools
      3m 55s
    3. Moz
      3m 24s
    4. SEMrush
      2m 27s
    5. Keyword Discovery
      3m 10s
  7. 59m 55s
    1. Familiarize yourself with the page title
      2m 10s
    2. See how the page title is used
      3m 8s
    3. Evaluate your page title options
      7m 23s
    4. Understand page structure
      3m 40s
    5. How to utilize page structures to your advantage
      5m 20s
    6. Keep the attention of your reader with better page structure
      5m 33s
    7. Converge strategies of structure, scanning, and spiders
      3m 19s
    8. Implement keywords throughout your content
      6m 37s
    9. Integrate keywords within your website
      6m 42s
    10. Consider alt attributes and title attributes
      7m 2s
    11. Review your navigation for keywords
      3m 43s
    12. Test your navigation for usefulness and understandability
      5m 18s
  8. 37m 35s
    1. Create effective ads
      4m 16s
    2. Learn keyword-based bidding strategies
      2m 24s
    3. Balance keywords and quality score
      7m 51s
    4. Avoid costly mistakes
      4m 48s
    5. Focus on negative keywords
      3m 16s
    6. Add dimensions of location, timing, and word structures
      8m 57s
    7. Continually improve your campaign
      6m 3s
  9. 39m 10s
    1. Do not be fooled by rankings
      3m 35s
    2. Measure the right outcomes
      6m 19s
    3. Establish value
      5m 0s
    4. Develop keyword segments in your analytics
      6m 20s
    5. Evaluate landing pages for value
      6m 7s
    6. Troubleshoot landing page bounce rate
      5m 54s
    7. Prioritize your marketing efforts
      5m 55s
  10. 2m 25s
    1. Next steps
      2m 25s

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Watch the Online Video Course SEO: Keyword Strategy in Depth
4h 14m Appropriate for all Feb 27, 2014

Viewers: in countries Watching now:

Keywords are the crucial foundation for online marketing efforts, and in this course, author Matt Bailey shows how you best structure search engine optimization and pay-per-click plans around the insights you glean from keyword research. He helps you explore the sources for keywords and build a keyword list with research and management tools like Raven Tools, Moz, SEMrush, and Wordtracker. He shows you how to filter and interpret keyword data, observe trends, and better understand the intent of the searcher, and how to develop an informed strategy and implement keywords throughout your site for maximum searchability. Matt also covers how to apply your keyword insights to Google AdWords campaigns and measure the results of your SEO and AdWords efforts.

Topics include:
  • Understanding how keywords work
  • Using long-tail keywords, phrase patterns, and plurals
  • Organizing keyword data with a keyword spreadsheet
  • Interpreting data and discovering searcher intent
  • Measuring keyword competitiveness and brand impact
  • Examining keyword demand and keyword trends
  • Applying keywords to your website for maximum searchability
  • Creating effective PPC ads based on keywords
  • Understanding PPC bidding strategies to avoid costly mistakes
  • Measuring results so you can further prioritize marketing efforts
Subject:
Marketing
Author:
Matt Bailey

Test your navigation for usefulness and understandability

When I'm optimizing a Website I'm not just looking at rankings. I'm looking at the over all usability of the Website and how we can make it more usable and understandable for our visitors. And so one of the things I always recommend doing is testing your website to see how usable is with the words being used on the Website. And so this is called a Goal Test. We create practical scenarios such as booking a retreat package and then we sit back. We ask someone to accomplish that goal.

And we have to watch them and take notes to see how they navigate the site, what they're looking for, and how they do it. The biggest challenge when doing this is to be quiet. Your first reaction is to help someone navigate your Website, and that's the worst thing you can do. What you are doing is testing the usability of the Site, and it's critical for you to watch and take notes, and to be quiet. Let whoever is testing your Website make mistakes. Let them go in the wrong direction, because only then will you find out what's wrong with your website.

Sometimes I call this the Mom test. I ask my Mom to navigate the sites, and I give her a goal to accomplish. In tests like that, it's very fast to find the errors, and when something doesn't make sense it's good to have a tester that let's you know that it doesn't make sense. Take notes, and that will give you immediate things that you can do to improve your website. So when you're creating these tests, what you want to do is, develop scenarios. Scenarios such as, sign up for the newsletter, find the perfect spa retreat, sign up for updates or to be notified of specials.

You can also create goals that are much more specific and realistic to information that people are searching for. One exmple is to find the most recent blog post on Napa Vally. Or to find the answer to the question are bikes provided on the bicylcing tour. By creating realistic, true scenarios, it enables you to test the actual ability of people. To navigate your site using the hierarchy that's available. Now, there is a Text-only exercise, and it enables you to test the speed, and the directness, and the success of people being able to use your website.

So in this scenario here's an example of one of the tests. The goal is to find the difficulty level of the hiking trails. So before I book a hiking trail or a hiking trail retreat I want to know what the difficulty level is and how would I be able to find that before I book. So I'm given the primary navigation. So, for example, if someone is looking for the difficulty level of the hiking trails, maybe they select Tours first. When they select Tours in the test, then the sub-navigation of Tours shows up.

And maybe Tours by Activity is where I'd find that, but instead of finding any information specifically about the difficulty level. What I'm seeing are the specific tours, and so I've gotta go back. So maybe I'll look in Resources and there I find FAQs. And once I click on FAQs then I see specific frequently asked questions for each tour. And under each tour are specific questions. And when I select backpack California, I'm saying that, I'll find it here.

And once I click that, the test is complete for that specific question. And then I get a report that shows me, the ability, of people to find the goal based on the question and the navigation. So here's a typical report. It shows me that to book the Big Sur Hiking trip, it rated a seven. Which means that the majority of people found it quickly, they went directly to the right place and it has a success rate of 70%, so that was great. However, my number two goal was to read the latest blog post on Napa Valley.

People found a blog post and they found it quickly, it just happened to be the wrong one, not the latest article. And so because the success rate was only 22% that showed me that my navigation wasn't effective in that case. Finding information about hiking difficulty levels, people were indirect, they were fast but they went to the wrong place fast. And so that tells me that I'm not being clear in my navigation for people who are relying on my navigation to find specific information.

And so I went to identify any unclear paths. Look at what was easy and what was difficult, any illogical arrangements in the navigation structure. You can find this test on optimalworkshop.com. Optimal workshop has a number of tools available to increase the usability of your website so that you can present a useful, easy way for people to find the information that they want on your website.

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