optimization by translation
DESCRIPTION
Understanding your customers current search satisfaction. Steps to optimize content for search engine discover.TRANSCRIPT
Search engine optimizationFrom Wikipedia, the free encyclopediathe process of improving the volume or quality of traffic to a web site or a web page (such as a blog) from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to other forms of search engine marketing (SEM) which may deal with paid inclusion.
KeywordFrom Wikipedia, the free encyclopediaa term used to retrieve documents in an information system such as a catalog or a search engine
Search phraseFrom Wikipedia, the free encyclopediais a type of full text search that matches only those documents that contain a specified phrase, such as "Wikipedia, the free encyclopedia."
SynonymFrom Wikipedia, the free encyclopedia different words with identical or very similar meanings. Words that are synonyms are said to be synonymous, and the state of being a synonym is called synonymy. The word comes from Ancient Greek syn (σύν) ("with") and onoma (ὄνομα) ("name"). The words car and automobile are synonyms. Similarly, if we talk about a long time or an extended time, long and extended become synonyms. In the figurative sense, two words are often said to be synonymous if they have the same connotation
Optimization by Translation
What are you talking about?
Who’s asking what?• Top customer
searches• Questions our
content answers
How are customers asking it?• Keywords• Search Phrases
Answer in the customers language.• Promote content• Create content
Listen Translate Respond
Translate to ‘Customer Speak’The Search Phrase
• Identify Content Gaps• Finding unanswered questions• Translation
• Customer to Writer
• Keyword Relevancy• Identify the content relevancy• Translation
• Writer to Customer
“The difference between the right word and the almost right word is the difference between lightning and a lightning bug.” ~Mark Twain
Dealing with Synonyms
Pros • Increase discoverability
Con • Confusing • Dilutes search ranking• Increases Density (3% – 6%)
tuh-mey-toh
VSTuh-mah-toh
How do I identify the synonyms? What do I do about them?
~<search> Google Function
Removing unrelated keywords
Adwords and Synonyms
Synonyms – What now?
Possible actions– Meta tags
• Keeps density down• Avoids confusion
– Blog post for each variation
– Use AKA mentions• Last resort
– Assimilate
AQ
Filling the content gap
Find the answerSearch for responseCreate or promote
Translating from customer to writer
Identify the questionInvestigate synonymsIdentify search phrases
Fun with Adwords
Competition :The number of advertisers bidding on each keyword relative to all keywords across Google.
Global Monthly Searches: The approximate 12-month average of user queries for the keyword on Google.com and the Google Search Network cross country and language.
Local Monthly Searches: The 12-month average number of user queries for the specified keyword of the specified country or language.
Local Search Trends: The keyword's fluctuation in traffic over the past 12 months. This statistic is specific to your targeted country and language.
Filling the content gap - Google
Content Exists
Content is mine
Verify KeywordsFeel cool
Content is NOT mine
Promote Build Relationships
Filling the content gap - Vancouver
Content does NOT exist
Decide where the content will go
Verify keywords to include
Decide who will create the content
Filling the content gap process
What are our customers asking?
Who has answered?
Get the answer in the customers hands
(i.e. Their browser)
QAMake keywords relevant
Find the questionFind translationApply and optimize
Translating from writer to customer
What question am I answeringGet specificCreate keywordsCreate search phrases
Make keywords relevant
Language = Writer1. Write down a list of
keywords YOU think described your content.
2. Come up with some possible search phrases
KeywordsCokeHam
How to
PhraseHow to make coke ham
Make keywords relevant
Keyword for Relevancy Process
Pick your ‘best guess’keywords
Translate to ‘customer speak’
Optimize your headings, urls, titles.
Keep and eye on your SEO