Tag : seo-terms

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SEO made simple Part 3 – On Page Optimization

If you’ve been following Part 1 and Part 2 of the SEO Made Simple series, you should have a list of keywords ready to be integrated into the pages of your site.

There are a few on-page optimization best practices that will substantially increase your website’s relevance.

Site Title (or Title Tag)

One of the most important SEO elements. If you don’t have time for anything else, at least fix this. It’s a meta tag, meaning it’s a text element that is not visible on the webpage but provide important information to search engine crawlers. It does appear at the top of your browser window and as headline of your website on search engine results.

Best Practices: Keep within 60 characters long to avoid getting truncated on Google search results (although in the past year Google may be showing less characters.) Try to place keywords closer to the beginning of the Site Title, as order makes a difference here.

Site Title Example (use my own site as an example):

Glossary of SEO terms made simple – Part 1 | Karenchow.ca

What it looks like in the coding

Title Tag in View Source

What it looks like in Google search results

SERP screen capture

SERP Screen Capture: Meta Title in Purple

Site Description

Similar to Site Title, Site Description is also a meta data. It is not visible on your web pages but does appear below Site Title in search engine results. It provides a summary of what your website is about.

Best Practices: Keep it below 160 characters (space included). Although considered less of a ranking factor compared to Site Title, Site Descriptions are often written as advertising copy with lots of buzzwords and call-to-action. It is an opportunity to advertise as it is the next thing a user would read before deciding whether your page is relevant enough to click. Most relevant keywords should still be used here as they would be bolded and highlighted if they match what the user is searching.

Site Description Example:

Bombarding friends with SEO terms and search jargon! Yup I’m guilty. Hence I present you a glossary of SEO terminology made simple and to the point. 

What it looks like in the coding

Meta Description in View source

What it looks like in Google search results

SERP screen capture

SERP Screen Capture: Meta Title in Purple, Meta Description in Gray

Here’s a good example of what happens when your meta description gets truncated.

Heading tag

This is literally the heading of your webpage, similar to heading of any document or newspaper article. It’s the first place users and search engine crawlers read to determine the theme of the page.

Best Practices
There are divided opinions among SEO professionals in regards to whether H1 is an important ranking element (I’ve been a part of two search agencies – one couldn’t care less about leaving the h1 out, the other stressed placing the most important keyword in the H1)

My thought is, if it’s an on page element that users and crawlers would look to first before reading or crawling the rest of your page, it should include the most relevant keyword, and also be relevant to the rest of the content on the page.

On a side note: don’t you hate those Upworthy-inspired headlines that starts with “you’ll laugh…” or “you’ll cry…”. Yes, on one hand, you are able to draw readers with a catchy headline, but you’ll end up alienating readers by not delivering what you promised. (Okay…there’s my rant of the day.)

What it looks like in the coding:

H1 in View Source

H1 in View Source

What it looks like on-page:

Heading Screen Capture

Heading Screen Capture

Image Tags (or alt text)

These are names and descriptions given to images. Search engines don’t understand images as well as text. In order to increase relevance of pages and show up in Google image search, alt text needs to be created for important images that add value to readers.

Best Practices
Sure it’s another opportunity to optimize the page, so relevant keywords if applicable should be mentioned. The “if applicable” part is important, since you want to also accurately describe the image. Nothing turns off the reader more when they place a cursor over the image and the alt text that pops up has nothing to do with the image.

What it looks like in the coding:

Alt Text  in View Source

Alt Text (alt=”…”) in View Source

What it looks like in Google image search:

Example of Google Image Search

Example of “SEO- what my friends think I do…” in Google Image Search

I’m barely skimming through the basics and would really like to hear your feedback, whether you are a veteran of SEO or just recently considered doing it for your website. Part of the challenge is staying on top of all the changes and new tactics in the industry.

If you have anything to share about on page optimization or other topics, please leave it in the comments below! Would love to hear your thoughts!

 

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SEO made simple Part 2 – Keyword Research

Journeying forward into the land of SEO as promised, I had hoped to cover the rest of the SEO terms in this supposed “part 2” post.

As I began writing about “keyword research”, however, I realize it’s often a SEO process discussed with just the how’s, the tools and maybe the search volume to justify which keywords to target.  What’s left unsaid are the search intent and the real marketing concepts behind keyword research. It’s like eating a burger without the patty: plain and pointless! (sorry to all my vegetarian friends!)

That’s the FUN part of search marketing: 1) Understanding your potential customers, 2) Identifying your brand’s unique value,  3) Reflecting in your website how the need and unique value intersects, 4)  Using proper keywords and content to influence website

Keyword Research

Before  you start considering any sort of SEO initiative, you should think “keywords”. Why? Keywords form the foundation of your SEO campaign. It’s the one thing that connects what the users are searching for to what your site offers. Very often, someone will come up to me and ask, “How can I rank number 1 on Google?” At that point, I’ll ask, “on what keyword?” For a brand or business, ranking number 1 on your brand name should be a given. In order to rank for non-branded, product or service related keywords, what those keywords are should be well-defined. I would even suggest taking a couple steps back and ask yourself the 5 W’s as you would with any marketing initiative, before considering keywords.

Why, who, what, where, and when

Why

The question I’ll ask is why would someone be looking for your services or products. What’s the bigger need that you may be able to help or service? Let’s say you own a yogurt shop in North York. You may be thinking of variations of “Frozen Yogurt in North York” like “froyo north york”, “yogurt in north york”. If you end your keyword research right here, you may be missing out on other searches such as “dessert place north york”, “10 best yogurt places in the GTA”. As Google advances in its voice search recognition and people do more searches on mobile, search queries tend to get longer and become more complex. Asking why can help you see beyond what you as a business owner could offer and see the intent behind the searches people do. Do people only want frozen yogurt or could they be looking for cool date ideas in the area? That’s just one way of looking at it. The “why” question should tie in nicely with your unique brand offering.

froyo date - yogurtys froyogram

Froyo date from Yogurty’s froyogram, Source: http://www.yogurtys.com/2014/02/valentine-froyograms/

(On a side note, it’s brilliant that Yogurty’s came up with the idea of froyograms. That page, however, wasn’t optimized for “froyo date ideas” or “valentine’s date ideas” so it doesn’t come up in search unless I know to specifically look for froyograms. A bit of a missed opportunity in my perspective)

Who

This should be an easy one but it doesn’t hurt to repeat the drill. Who are your target customers? The more you know about them, the better. In marketing, they may call it customer profiling or customer segmentation. Beyond knowing about their age, gender, likes/ dislikes, spending habits etc, what would be relevant in this area is also where they spend the most time online. If you’re already considering SEO, you must know your target customers are indeed finding out information through search engines. What you need to determine next is the type of keywords that would really ring a bell for your potential customers. For some industries like insurance, travel or grocers where it’s very price-driven, adding “cheap” in front of whatever you’re selling may be a great call-to-action. For luxury goods, “cheap” may be the last thing you want to use to describe your products. Or perhaps, there IS a group that’s looking for affordable luxury goods. How would the search queries of that group reflect that?

Shopaholic - Consignment shoppers

Think like your shopper- what would she search for? “Discount designer wear”, “Consignment shops”?

(I do need to give props to my friend’s Designer Consignment blog – Designer Swap for inspiring this paragraph!)

What

This is very simply asking, “what are my customers looking for and what should I put on my website?” We may have covered a bit of that in the “why” paragraph. Without diving into the intent of your customers, this question can be answered by mapping out a detailed list of your services/ products. Let that list guide the building of your content and pages of your website. For the specific product that you’re selling, is it common for people to also look for features, reviews, functionality and other information? Doing keyword research and having a grasp of how much monthly search volume there is for “Product A reviews” and “Product A features” can fill in those gaps.

Google Adwords Keyword Planner

Google Adwords Keyword Planner showing average monthly searches

Google Adwords – Keyword Planner is a free tool that is a good place to begin your keyword research process . It helps to have an idea of search volume before deciding on what keywords to target in your SEO campaign. Having said that, the current keyword planner shows broad match search volume, so the number can be a bit inflated. To understand better all the keyword match types, here’s Google’s quick guide: https://support.google.com/adwords/answer/2497836?hl=en&ref_topic=3122868.

Where

I’ve briefly talked about where your potential customers hang out online in the “who” paragraph. Now I have to put on my inbound marketing hat for a sec. Search marketing is great- there’s a sense of answering a customer’s immediate need when they search for you that makes this medium so effective. If you operate a website, you must consider some type of SEO efforts, because that’s long-term investment and it’s FREE! (Win-Win) There are other channels that not only drive traffic to your website, but also impact actual foot traffic or online conversions. Just to name a few, there are all the social media channels, paid ads, retargeting ads, YouTube and local directories (yelp, urbanspoon). Maybe there’s a blogger/ influencer whom you know gets a certain readership from your target audience that you can collaborate on a feature post? How would this tie in with keyword research, you may ask? Maybe the effect won’t be much when it’s a standalone effort. Imagine, though, if all digital channels (social, local, referral sites) start describing your brand a certain way with certain keywords, that won’t go unnoticed by Google. Google will start associating your website with those keywords too (when proper links are set up between all these properties… but let’s revisit links on a different post).

Network of digital properties

Network of digital properties- Imagine how much more your brand message can be amplified!

When

SEO, when done well, is an always-on strategy. If you’re not dealing with a high turnover of products each season, most of your product/ services pages should look relatively the same. In the same regard, keywords and on-site optimization wouldn’t fluctuate very much for those staple pages. But most business also handle some level of seasonality: high/ low season and trends. The most agile part of your site would be your blog if you have one. I would then recommend supplementing that with a paid search campaign, social media hype and partnerships with other bloggers. The type of searches that may take a user to your online presence for seasonal products may also look different.

Google Trends

Google Trends – “Nexus 5” search interest over time

Google Trends is a great free tool  to spot any historical trends or upcoming surges in search volume.

Clearly I’ve gone off topic here and there when I really meant to talk solely on keyword research. Truth of the matter is, SEO isn’t only about websites anymore.

Other SEO’s out there, what’s your take on keyword research? What are some tools that you can share with the folks here? New to SEO, what are some of your challenges and experience? Share them in the comments below!

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SEO made simple Part 1 – Glossary of SEO Terms

Forgive me. 

I’m sometimes so enthralled in the search world that I get carried away with terms like “link building” and “organic visibility”, when a person asking me a simple question like “how are you”, really just wanted to know how I am without being bombarded with all these seo terms and search jargon.

To give you more context, I’m a SEO strategist (SEO = Search Engine Optimization). That’s just a fancy way of saying – I help sites gain higher rankings on search engines which leads to higher traffic, hence conversions. Although, in recent years, that job title also encompasses social media optimization, inbound marketing and overall management of all online channels. Frankly, I fear that side of my brain never quite turns off. From chatting with a local gym owner to helping my friend launch her e-commerce consignment shop, I’m always finding ways to better their online presence so more people can find out about them.

What often comes out of those conversations is me explaining away excitedly while intermittently dropping SEO terms that make little sense to most people but me. Hence I present you a glossary of SEO terminology – in laymen’s (or Karen’s) terms.

SEO:

aka Search Engine Optimization, but you already know that hopefully (from my intro). It means optimizing your site for both search engines and users alike, with increasing traffic as the end goal. There are numerous factors that go into why search engines rank sites the way they do. The reason why I brought up the search engines and users separately is because sometimes that’s where the disconnect happens. What we assume users can read perfectly, sometimes search engines may find hard to read. Optimization efforts aim to do both: making the content on your site very accessible to search engines, but also interesting enough to engage users and maybe entice them to act.

Humans vs. search engines comparison

Example taken from Moz: http://moz.com/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development

 

SEM:

short form for Search Engine Marketing and Paid Search. You often see Paid Ads in the form of shaded yellow right below the search bar and above the organic search results.

Paid ads in Google Search Results

Paid ads in Google Search Results

Unlike organic search results, you do need to pay to show up in paid ads.

Ranking:

This is surely the most commonly used term tied to SEO. What is often referred to here is organic search rankings, which simply means where your site is placed in organic search results in the form of 1st position, 2nd position etc. Obviously, top positions get the highest visibility and will likely entice the most clicks. In fact, a study done by an online network Chitika confirms that no.1 position in organic search gets as much as 33% of traffic, followed by 18% of traffic in no. 2 position.

Percentage of traffic by Google results position

Study done by Chitika: http://chitika.com/google-positioning-value

 

Traffic:

Traffic to a site can come from many sources. This is a simple breakdown that Google Analytics also displays (on a side note: any site owner should get access to GA as soon as they can. All GA data is only available the moment you verify the site and the GA tag is in place. )

1) Direct: traffic from a user who types in the URL directly in the browser or assesses the page through a bookmark.

2) Organic: traffic from searching and clicking on organic search results

3) Referral: traffic from referring sites that may have a “clickable link” that takes users from their sites to your site

4) Paid: traffic from paid ad sources

5) Social: traffic from social media sites

Google Analytics Acquisition Channels

Source: http://blog.kissmetrics.com/whats-new-in-google-analytics/

 

Links:

I like Moz’s analogy (Moz.com – an authority that has a lot of weight in the SEO industry and a wealth of information ): “links are the streets between pages”. If the internet is a city made up of houses (websites), links connect these houses together, hence search engines can draw up the city’s map in this analogy. Links are passed from one website to the next and that’s how search engines  understand the web of sites and their associations.

Links can also convey a ton of other metrics like trust, spam and authority. The web operates a bit like high school. The popular kid (authoritative sites) will get a lot of love from other kids in school (links from other sites). The quality of links do matter in this case. If you’re running an e-commerce site in the UK, getting thousands of links from a random site in the Philippines would’t look very legit. Actually, Google may even find that suspicious and penalize you. That’s only a small portion of what the Penguin algorithm updates hope to do- fight spam and bad link building practice. 

Google Penguin Update

Think he’s cute? …Think again!

These are all the SEO terms I want to get through for now. If you’ve made it to this point, you’re either not turned off by my cheesy analogies or you must be very interested in learning more about SEO. Keep your eyes peeled for part 2!

For the time being, got any cool things to share or any questions you want to ask? Please leave it in the comments below!

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