Assured SEO Marketing & Public Relations

Assured SEO

Workshop

Keyword and Competitor Research

and On Page Optimisation

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SEO Workshop Contents

What is SEO?

STEP 1: Define Purpose of Your Page

STEP2 : Keyword and Competitor Research

STEP 3: On-page Optimisation

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What is SEO?

Search Engine Optimisation. SEO is the process of getting the highest possible

page rank for a web page on search engines. The higher a page rank, the higher

number of potential visitors to a website.

SEO consists on ‘on-page’ and ‘off-page’ SEO, in this workshop we focus on on-

page SEO techniques.

The SEO Process – ‘on-page’ techniques

Step 1: Define Purpose of Page Step 2: Keyword and

Competitor Research Step 3: On-page Optimisation

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Step 1: Define Purpose of Page

WHY?

Outlining the purpose of each page helps you to create content for all the right

reasons.

What objectives need to be achieved

Who is your target audience/s – their needs and wants

The messages that need to be communicated

The action / response you want your audience/s to undertake

Three key SEO steps - Explained

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Step 1. Define Purpose of Page

PAGE ANALYTICS

Tool to use: Google Analytics - http://www.google.com.au/analytics/

WHAT: Google Analytics (GA) is a Google web analytics service that provides statistics and basic analytical

tools for search engine optimisation and other marketing purposes.

WHY: Use Google Analytics to review the web page analytics and keywords that drive traffic to the existing

page or section.

Before you get started:

Create a Google account (which is

FREE) using you UoN email.

You then need to email the Web

Service Team who will link your

Google account to the UoN Analytics

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Step 1. Define Purpose of Page

PAGE ANALYTICS

Measure the results to keep you on track

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Three key SEO steps - Explained

Step 2: Keyword and Competitor Research

WHY?

Planning and researching keywords sets up your SEO strategy to get the optimal

SEO results for your web page, and the UoN website as a whole.

Determine how popular and how competitive keywords are in search results

Determine which keywords are valuable for the purpose of your page

View keywords your competitors are successfully ranking for

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Step 2: Keyword and Competitor Research

KEYWORD RESEARCH

Tool to use: Google Keyword Planner - https://adwords.google.com/ko/KeywordPlanner

WHAT: Google Keyword Planner allows us to identify good opportunity keywords (or phrases) that are popular in

search results.

WHY: Keyword and competitor research is undertaken to explore best keyword options for our page and

brainstorm for opportunities. We can use variants and understand keyword volumes and trends. We’re also able to

review competitors keywords and levels of competitiveness.

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Step 2: Keyword and Competitor Research

INVESTIGATE EXISITING PAGES

Tool to Use: Google Search

WHY: By undertaking a Google search using our targeted

keywords we can view our UoN search page rankings and how

they rank in comparison to our competitors.

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Step 2: Keyword and Competitor Research

COMPARE KEYWORDS

Tool to Use: Google Trends - https://www.google.com/trends

WHAT: Google Trends is a Google tool for undertaking market research. Online trends can be viewed over

time, meaning what people are searching for online. Google Trends allows for comparison in the

volume of searches between two or more markets/items. This provides the ability to see the popularity

between them.

WHY: Use Google Trends to view how keyword variations are performing over time and across a specific

location.

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Three key SEO steps - Explained

Step 3: On-page Optimisation

WHY?

Using knowledge gained in planning stages, you can now SEO your page by

inserting keywords on-page (into your web page content and meta data).

Merge your keyword findings with the purpose of your page

Understand meta-data tags

Determine how popular and how competitive your keywords are in search results

Determine which keywords are valuable for the purpose of your page

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Step 3. On-page Optimisation

NEW PAGE META DATA

URL

Must include a primary keyword in

URL

Page description

Create unique description for all

pages, it should reflect page content

Maximum length approximately

150-160 characters

Must include primary keyword or

secondary keywords

Use a personal and warm tone

Tool to use: SEO Page Content

Define your new meta data into your SEO Page Content document.

Header tags

Headings should always follow a

logical structure

Add other title tags (H2 and H3’s )

when possible – humans and

search engines love header tags!

Image tags (alt or

alternative tags)

Ensure all images have a unique

description

Descriptions should be concise,

descriptive and include a

keyword if possible

Size of images should enable

quick page load time, keep under

30-50K per image

Important for accessibility

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Step 2.

META DATA, PAGE TITLE,

PAGE DESCRIPTION

WHAT: Website meta data is the underlying

structured description of the content, quality, or

other characteristics of a web page. Look at the

meta tags within meta data.

WHY: Meta data provides information such as

keywords that are relevant to a web page.

Search engines use the information stored in

meta data when indexing web pages.

As meta data is a significant contributor towards

successful SEO, carefully researched and

structured meta data is essential in creating

search engine optimised web pages.

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Step 3. On-page Optimisation

Quality content contributes greatly to SEO!

FREE SEO tools to remember:

Google Analytics – http://www.google.com.au/analytics/

Keyword planner - https://adwords.google.com/ko/KeywordPlanner

Google Trends - https://www.google.com/trends

Ongoing support from the Web Services Portal –http://seoespecialista.com/

Creative thinking

•Think outside the box when considering content creation, targeting your audience and our

business goals.

•Remember, no page exists in isolation. So it’s important to work as a team using existing

documentation and tools. Aim that the best keywords will be used for your page in view of your

page in context of the complete website.

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Notes

3. From the Dashboard, select All Website data.

5. Select Behavior > Site Content > All Pages from left navigation bar.

6. Enter the page name into the search box

1. Go to: http://www.google.com.au/analytics/

2. Login at top right corner of page.

Username: TBC

Password: TBC

How to: Access Google Analytics