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SEO Fundamentals

Understanding keyword distribution


From:

SEO Fundamentals

with David Booth

Video: Understanding keyword distribution

Keyword distribution is the process of assigning keywords to specific pages on your website. This is an important step in the content creation process, and results in the content on a page being aligned and relevant to the keyword that you're targeting on that page. You can't have an optimized page unless you know what keyword you're optimizing it for. Once you've identified all your target keywords through the Keyword Research process, we found that working in Microsoft Excel, or another spreadsheet program, allows you to create this mapping of keywords to the pages in your site structure in an organized way.
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  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

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SEO Fundamentals
3h 29m Beginner Sep 17, 2012

Viewers: in countries Watching now:

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.

Topics include:
  • What is SEO?
  • Understanding how search engines index content
  • Researching keywords
  • Using SEO tools
  • Optimizing pages for keywords
  • Optimizing code and site structure
  • Building links to your content
  • Optimizing non-text components of a web page
  • Analyzing content quality
  • Defining your audience, topics, angle, and style
  • Promoting your content via social media
  • Measuring SEO effectiveness
  • Setting up Google+ Local
  • Building links for an international audience
  • Optimizing ecommerce sites for search
Subjects:
Business Online Marketing Business Skills SEO
Software:
Google Analytics
Author:
David Booth

Understanding keyword distribution

Keyword distribution is the process of assigning keywords to specific pages on your website. This is an important step in the content creation process, and results in the content on a page being aligned and relevant to the keyword that you're targeting on that page. You can't have an optimized page unless you know what keyword you're optimizing it for. Once you've identified all your target keywords through the Keyword Research process, we found that working in Microsoft Excel, or another spreadsheet program, allows you to create this mapping of keywords to the pages in your site structure in an organized way.

And it has the added benefit of keeping a record of which pages are targeting which keywords to refer back to in the future. Of course, you'll be listing out all the current pages of your website. But keep in mind that for many of your target keywords, you won't yet have a page and you'll need to create one. By using a spreadsheet you can easily see where in your site's architecture you'll want to put it, and define some key pieces of information about it before you even start writing. Here is an example of a spreadsheet that we've created for a fictitious sample winery.

Feel free to format your spreadsheets anyway you like. But there are some common fields that you should include. Down the left-hand side, we like to use cells or tabbing to show us the hierarchy of the various sections and pages of our site. As you can see, for each page we have a column for the keyword we'll be targeting on this page, the URL of the page, the title tag, the meta description, and the h1 header. We've even used Excel's Length function to count our characters so that we can see how close we are to our general targets.

Again, our targets of 65 characters for a title and 156 characters for a description are not hard limits by any means, but they're guidelines that will avoid search engines truncating this information on the search engine results page. The first step is to populate the spreadsheet with your existing web pages. Be sure to include every page of your site, including your Homepage, About page, Location page, Contact page, and other general kinds of content pages. Remember, search engines want to see unique information for each and every page, and listing them all out here is a good way to quickly spot any duplications.

The second step is to take a look at the keywords from your keyword list and find the most appropriate pages of your site for each of the keywords. You should make sure to distribute one keyword per page and try not to force anything. Remember, search engines prefer unique and relevant content. So if you have a keyword that doesn't match any page of your site, you'll want to create a new page. When you add a new page to your spreadsheet, the good news is that you've got a blank canvas. You can define the SEO-friendly URL, title, description, and header right here in the spreadsheet.

Writing content when you know the keyword you're optimizing it for upfront allows you to really dial-in on all of the best practices of content writing for keywords that we'll be covering. Remember, the meat of each page is the body copy, and you'll probably need to go back through your existing pages to make sure that they're really optimized for the keyword you've defined as a target. Now that you've got your target keywords in mind, now is a pretty good time to head over to one of the on-page analysis tools that we'll talk about a little later in this course.

The suggestions from these tools can really help guide the changes you'll be making to your pages. Using a keyword distribution spreadsheet will help you in a number of different ways. First, it gives you one place to organize and document the content of your site that will support the keywords that you're targeting. Second, it serves as an excellent resource for your copywriters, and will help streamline workflows across all the different members of your website production team. And treating this as a living document will ensure that you can quickly adapt to the changing nature of the search landscape and keep your content strategy on track month after month and year after year.

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