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In this course, author David Booth explains what search engine optimization (SEO) is and how you can start using it to increase your website's visibility to search engines and attract the right kind of traffic to the right kinds of pages on your site. Discover how to read a results page and find your ranking, and see how rankings affect both large and small businesses. Then find out how to implement basic optimization strategies, like conducting keyword research, building inbound links, optimizing your pages and content, and measuring your successes and progress while planning for a long-term SEO strategy. SEO for ecommerce, local search, and an international audience round out this comprehensive look at the basics of SEO.
We've covered how we can optimize a page for a target keyword phrase using the URL, title, and overall content of a page. But determining just how well that page has been optimized can be difficult to gauge, and we may want to isolate more opportunities for improvement. To help us do this, we're going to use the On-Page Report Card, a tool that's part of the SEOmoz PRO toolset. If you're going to get serious about SEO, then you'll want to get an SEOmoz PRO account that will give you access to a whole suite of tools designed specifically to help you with search engine optimization.
Let's go back and take a look at the backpacking tours page on the Explore California website. We've already determined that we want this page to be optimized for the phrase "backpacking tours in California," and we've taken a look at many of the on-page elements that could stand to be optimized in a previous video. But, we haven't actually made any changes to this page yet. Let's run this page through the tool to see what recommendations for improvements we can find. We'll start by adding our keyword phrase, "backpacking tour's in California," and entering the URL of the page we want to have analyzed.
Then we'll click the Grade My On-page Optimization button and let the tool go to work. As you can see, this page isn't very well optimized currently, and there are a lot of things we can do. After we get over the initial shock of our F grade, we can scroll down the page and see that this tool has just provided us with a to-do list of all the things that might help this page be more optimized for our target keyword phrase. The factors analyzed are grouped by level of importance, and we can see that this first section provides us a scorecard of how often our keyword phrase is showing up in various parts of the page.
Here, our keyword phrase doesn't show up in the title, not in the URL, not in the description, not in any of our headers, not anywhere in the body, or anywhere bolded in text or in any of our image alt tags. If you were a search engine, would you rank this page for this keyword phrase? Probably not. As you scroll down the page, you can see additional details about what the tool tested for and whether or not your page has passed. You'll also be able to see if the required action is considered an Easy, Moderate, or Difficult fix to put in place.
If you're looking for a way to quickly generate a fairly comprehensive evaluation of the pages of your site, along with a list of recommended actions, then this is the tool for you. And following these recommendations to clean up the on-page factors of your web pages is the first step to showing the search engines what keywords your content has been optimized for.
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