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Search Engine Optimization Getting Started (2010)

Using keywords in existing content


From:

Search Engine Optimization Getting Started (2010)

with Jill Whalen

Video: Using keywords in existing content

Now that you know what good content is, and which sorts of keyword should go on which pages, I'll show you how to get those pesky keywords into your content. These techniques can be used if you've already get well-written content on your web pages, and also when checking newly written content from a copywriter who might be just learning to write for both search engines and users. Search engines traditionally can't read and index words that are contained within graphics or Flash. So be sure to keep your keyword phrases out of those, if at all possible. If you must use them, be sure to use alternative text or image alt attribute.
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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

Using keywords in existing content

Now that you know what good content is, and which sorts of keyword should go on which pages, I'll show you how to get those pesky keywords into your content. These techniques can be used if you've already get well-written content on your web pages, and also when checking newly written content from a copywriter who might be just learning to write for both search engines and users. Search engines traditionally can't read and index words that are contained within graphics or Flash. So be sure to keep your keyword phrases out of those, if at all possible. If you must use them, be sure to use alternative text or image alt attribute.

You can also place your content in what's called a Noscript tag for content that is on your pages, but not visible to search engines. But your best bet is to simply keep keyword-rich content out of those areas that search engines can't read. Often, web designers like to make fancy taglines or headlines, so they do so by placing them in images, where they can use interesting fonts. The problem with this is that many taglines and headlines have keyword phrases contained within them. The My Kindle Reviews example web site has a nice keyword-rich tagline, Electronic Books - Devices, Kindle Accessories and eBook Reviews.

It would be a shame for that to be a graphic, which wouldn't be search-friendly. One thing that I cannot stress enough is that your web site users always come first. You absolutely have to make sense to people. Using keywords in your content is not about sprinkling keywords all around the web site like you may have heard before, and it's not about stuffing keywords anywhere and everywhere. The trick, if you will, is in being creative. If you look at your existing web site and think like a reporter by asking questions such as who, what, and where, you'll be able to answer those questions by using a descriptive keyword phrase.

I'll show you what I mean. So, let's say the existing content of the site talks somewhere about our reviews or says the device. Those are very non- descriptive or generic type words. By thinking like a reporter, you can ask, what kind of review or what is the device? The answers will often be a nice descriptive keyword phrase, which you have previously researched. For instance, our reviews becomes our short story reviews. The device? It's an electronic reading device. Simple, right? Here is another example of good, but generic content.

So this paragraph from the Kindle site says, "Straight out of the box, you'll receive the Kindle." What kind of Kindle are we talking about here? You'll receive the Kindle itself and the charger. Well, what kind of charger is it? It's a plug, again a generic word, that comes apart like an iPhone charger, in that you can separate the USB adapter from the plug. Again, just a generic word. What kind of plug are we talking about here? Well, let's see how we can take this one small paragraph, what is it? Two sentences, and turn it into a nice keyword-rich paragraph, still two sentences.

Straight out of the box, you'll receive not just the Kindle, but the electronic book reading device itself, and the, not just a charger, but a Kindle charger. Then we say, the Kindle plug, because it's not just a plug. It's a Kindle plug. It comes apart like an iPhone charger, in that you can separate the USB adapter from the, what kind of plug? Kindle plug. It's as simple as that to get lots of keyword phrases into just a couple of sentences, just by being more descriptive.

Also remember that single keywords aren't what you're optimizing for. So when you find them in your existing content, and you will, if you go back and look at your content right now, change them into keyword phrases instead. For instance, if the single word "case," let's say, is within the content for our Kindle site. We're going to review our existing keyword research and see what phrases mean the same thing as case. In this instance, a case for the Kindle could also be called a Kindle case, a Kindle cover, or even Kindle protection.

So we'll go back to the website, find the instances of where it says case and then use these keyword phrases instead. Another way to make sure your content provides you with the most search engine benefit is to be sure to use all different forms of your words, such as past tenses, ing(s), etcetera. You probably noticed in your keyword research that all different forms of your phrases are searched upon at the engines. While search engines do what's called stemming, that is, they will bring up plurals when someone searches for singulars and vice versa, it's best not to rely on this.

Instead, just choose all the different variations on the page. The great thing about writing this way is that it makes your copy read naturally as it's not as repetitive as it would be if you were using just one form of the phrase. I'm often asked how people can use both plurals and singulars of a phrase on the same page. I'm not quite sure why people think it would be difficult as we do it all the time when we're speaking or writing. So here's just a quick example of two different sentences from a page that use singular and plural versions.

You could say on the page, I ordered my Kindle case, the singular, at the same time. And then somewhere else on the page you might say check out the Kindle cases now. It's pretty simple to use both forms within the same page. So the content really, really matters. Good web writing can bring extremely targeted visitors from the search engines, and then convert them into customers by what you say on the page.

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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