msi-keyword-targeting-workshop
DESCRIPTION
SEO keyword targeting workshop for UK charityTRANSCRIPT
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
Marie Stopes International
www.cicada-online.com 27th April 2012
Keyword targeting workshop for the Content Implementation team
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
Today’s agenda Session Objec,ves: by the end of the session,
delegates will: Dura,on Timings
Introduc)ons & se.ling in 10 mins 10:00 to 10:10
1. Overview of SEO … understand what ‘Relevance’ and ‘Authority’ mean, in SEO parlance
15 mins 10:10 to 10:25
2. Introduc)on to keyword targe)ng
… understand the essen)al components of keyword targe)ng
15 mins 10:25 to 10:40
3. Review of example web-‐pages
… understand what a ‘good’ or ‘bad’ or ‘indifferent webpage looks like, in terms of on-‐page SEO
15 mins 10:40 to 10:55
BREAK 15 mins 10:55 to 11:10
4. Keyword targe)ng exercise … have created a web-‐page on the MSI development site, and ’keyword targeted’ it for search engines
60 mins 11:10 to 12:10
5. Ques)ons , ideas for further reading
10 mins 12:10 to 12:20
Close TOTAL: 2 hours 20 mins
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
Introductions
Me? • MD of Cicada Online, an SEO & CRO business based in Oxford
– Clients include charities, Trade Associations, businesses
• Father of two, keen cook, went to Yorkshire for Easter
You?
Some of our charity clients -
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
Overview of SEO
What are relevance and authority and why do they matter?
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
How do search engines work?
Retrieve & store
Process
Search engine ‘spiders’ (google’s spider is called ‘googlebot’) crawl their way around the source code of your web pages, and places it into storage
Once stored, your source code is then separated into content and structure Computer programs then figure out: • what content is related to what on a page
• what’s important
Index & rank
Google then creates a list of words which have URLs associated with them • Priori)sed by Relevance & Authority
Display
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
The Wisdom of Crowds
• Historically, Google’s success over other search engines came from an approach used in academic publications – citations
• The quality of a webpage is judged according to: – The Relevance of a page to a search term
• More on that in a moment…
– The Authority of a page amongst all the other possibly relevant web pages • The relevance, quality and quantity of inbound links
– Together, these are called Reputation – The Reputation of other sites linking to your site
• The algorithm that governs Reputation is, we believe, hordigously complicated, and considers hundreds of different factors – We know what a lot of these factors are
• Here’s one of many lists considered to be quite accurate http://www.vaughns-1-pagers.com/internet/google-ranking-factors.htm
– We know something about the weighting applied to each factor, but…. – Google changes the weighting quite regularly, and occasionally introduces new factors
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
h.p://www.slideshare.net/randfish/10-‐steps-‐to-‐great-‐seo-‐infusioncon-‐2011
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
Introduction to keyword targeting
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
Relevance and ‘keyword targeting’ Factor Best practice Content direction ✓ • Pages written around a single subject
Content quantity ✓ • Sufficient content for search engines to identify what it’s about • 300 words minimum, according to some sources
Title tag X • Less than 70 characters • Most important keywords at the front • Take out stop words where you can • Leading Upper Case, keywords separated by | • Check what it looks like in the search results
Meta description ✓ • About 155 characters • Make it welcoming • Check what it looks like in the search results
<h> tag X • Include keywords if at all possible
Links and anchor text ✓ Help your reader, and search engines, by: • Using descriptive anchor text • Linking out to useful, authoritative, reference sites • Link internally to related pages
URL X
• Include keywords and be descriptive • Take out stop words where you can • Use all lower case • Separate-words-with-hyphens_not_underscores%&20or%&20spaces
Image Alt text ✓ • Used by visually impaired people, and by search engines • Describes the image
Image file names X • Describe the image • Use-hyphens
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
The acid test of keyword targeting
For every element • Does it read well? • It is genuine / truthful / authentic / helpful in some way?
And never… • Stuff with keywords • Link for the sake of linking • Change the meaning of the content
to accommodate a targeting element, or a perceived search engine need
And try to… • Make it unique to the page • Put keywords towards the front
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
Review of example web pages
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
Review of example web pages
• http://msi.siteanvil.net/what-we-do/family-planning/chinas-premier-wen-says-corruption-greatest-threat
• http://msi.siteanvil.net/what-we-do/maternal-health/uk-drought-until-christmas-environment-agency
confidential
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
BREAK
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
Keyword targeting exercise
1. Create a new page using the CMS
2. Implement content from a text file - such as MS Word, or whatever format it would normally be supplied in
3. Create a heading <h1> and sub-headings <h2>, <h3> if necessary
4. Upload an image from a network-shared folder or the desktop
5. Implement the image to the page, and specify the alt text
6. Create keyword rich links within the body text
7. Create a page-title and meta-description
8. Check the URL is properly formatted
9. Preview the page on the front end
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
Questions?
Further reading • Page titles and meta-descriptions – best practice
– http://www.seomoz.org/learn-seo/title-tag – http://www.seomoz.org/learn-seo/meta-description
• Digital marketing strategy – http://www.smartinsights.com/ – http://www.cicada-online.com/blog
• Books – easy reading – “50 ways to make Google love your website”, by Johnston & McGee
• Books – in depth – “The Art of SEO”, by Engle, Spencer, Fishkin & Stricchiola – “Search Engine Optimisation Secrets”, by Danny Dover
Keyword targeting workshop www.cicada-online.com 27 April 2012 © Copyright 2012 Cicada Online Ltd. All rights reserved
www.cicada-online.com
Thank you.
Ned Wells Director Cicada Online Ltd Hamilton House 1B Howard Street Oxford OX4 3AY E: [email protected] T: 07813 894 341 For further information about Cicada Online visit our website at www.cicada-online.com