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Search Engine Optimization Getting Started (2010)

Writing new content for users and search engines


From:

Search Engine Optimization Getting Started (2010)

with Jill Whalen
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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

Video: Writing new content for users and search engines

When SEOing a website, most will need new keyword rich content added to pages. It doesn't necessarily have to be a lot of content, but there should always be some information that tells the user and the search engines exactly what this page is all about. Here is our Classics Book Review page, which is a subcategory page of the Book Reviews main category. As you can see, while we have some content, it's only little blurbs taken from the book reviews contained within this category.

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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

Writing new content for users and search engines

When SEOing a website, most will need new keyword rich content added to pages. It doesn't necessarily have to be a lot of content, but there should always be some information that tells the user and the search engines exactly what this page is all about. Here is our Classics Book Review page, which is a subcategory page of the Book Reviews main category. As you can see, while we have some content, it's only little blurbs taken from the book reviews contained within this category.

Other than the headline of Classics Book Reviews, there is no real focus to the content on this page. While a real person can get the gist of it through visual cues, typically, the search engine needs a bit more info. The good news is that adding a descriptive introduction to this page will also be helpful to the site visitors. The key is to provide them with the information as to what this page is all about. Remember when a person finds a page from the search engines, it may or may not be what they're looking for. By providing some introductory content, you have the ability to tell them right away that they're in the right place and that you have exactly what they were seeking.

What we need to do is write some descriptive content and add it right under the headline right over here. We've got seven related keyword gems previously chosen for this page from our page to phrase document right here. So we take those and I've pasted them into a Word document where I'll be writing the content. I've also got the number of searches there as well as the allintitle numbers, which is the number of pages indexed, which use that phrase within the title tag.

Any or all of these would be good to use within the content of this page. So now it's more of a question of how much content we want or need on the page and which ones we can work into it in a way that makes sense. Since classic books to read has a much higher search count than most of the other phrases, and it's highly relevant to what this page of our website is all about, plus it has a lower allintitle count than most, we should be sure to use that one when we're writing. Classic science fiction books also has a high search count, although its allintitle is also higher.

But we only want to use this one if we have reviews on that type of book. Must read classic books has the next highest number of searches. And with only a 10 allintitle, I'd say hat it's also a must used keyword phrase for this page. It should even fit nicely with the first phrase, classic books to read, because they have the same word order. In other words, we could easily combine those two phrases into one long one, great classic books to read, and receive the benefit of both shorter phrases, great classic books and classic books to read.

In fact, let's rearrange them so that they're in the order of importance to us. So now, we've ended up with this. Let's see how we did for keyword phrases. We've got "Are you looking for great classic books to read," which has those couple of keyword phrases. Then we've got great classic books, and must read classic books, and here is popular classic books, and then here again, must read classics.

We also have different variations of these words in here. They're not necessarily the exact phrases in there. There are plurals and different forms of the word, which is also good because the search engines will pick up that the various words are in here. Like the word classic is in here at different times without being part of a phrase. That's good to do. You don't have to always make everything be the exact keyword phrase as long as you are using your exact keyword phrases also. So let's see what this looks like on the Classics Book Reviews page.

Here is without it and here we have the new content. So if people get to this page now, they know that's a page about classic books to read and then there are book reviews that follow. It reads naturally, tells the user what they'll find on the page, and makes an emotional connection with the reader while also making good use of keyword phrases and keeping a good keyword focus. Using these techniques on your site will help your pages be not only found in the search engines but also keep your content relevant and compelling for your users.

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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