Search Engine Optimisation Strategy

SEO is a strategy used by Internet Marketers to achieve better rankings in Search Engines for chosen, targeted Keywords.  There are a number of elements to consider when optimising pages of your website or blog, as discussed below.  It is important to note that this is intended as an overview only.  Whilst I wanted to provide some basic information on this topic, there is too much to learn in one short session.

I have put together some powerful resources and video tutorials to ‘teach’ my Network Marketing team how to apply these exact strategies in their own businesses and I may extend this offer to others in the future.  For now, I just wanted to make you aware that front page Google listings do not happen by accident! Once you learn these strategies and gain experience applying them, you too could achieve top spots in Search Engines such as Google for a range of profitable keywords.

Keword Research

Keyword Research is a process used for deciding which Keywords your website pages should be optimised for.  Please not that you optimise pages and not websites. This is good news for Internet Marketers because it means you can target a range of Keywords through different pages of your site.

Keyword Relevance

The first consideration is the Keyword Relevance.  It is important to look for continuity on your website, so if you are selling nutritional supplements and wish to rank for phrases related to this topic, then your site (or sections of your site) should discuss health, diet, exercise, etc.

Search Engines now use something called Latent Semantic Indexing in their algorithms. Whilst this sounds complex, all it really means is that they look for other Keywords on your webpages that relate to the primary Keyword that you are aiming to optimise for.  If I want to rank for ‘best nutritional supplements’, Search Engines may also want to see information about ‘nutritional supplement quality’ or ‘evaluating nutritional supplements’.  You need to think broadly about what people who are searching for your chosen Keyword may have searched for before and after searching for your particular search term.

The above example is just for illustration purposes and the suggested phrases are not necessarily LSI terms associated with ‘best nutritional supplements’.

Search Volume

Next you should consider the Search Volume.  This is basically the number of times each month that a Keyword is searched for in a particular Search Engine.  Low search volumes are obviously less sought after than high search volume Keywords.  The flip side  of this is that it will be easier to rank for low volume Keywords because less people will be optimising for them!

There are a number of tools that can be used to gather information on Search Volume, but one of the best free methods is to use the ‘Google Adwords Keyword Planner’.  You can register for a free account, or log in using your existing Google credentials.  The ‘Avg. monthly searches’ associated with a given Keyword provides a suitable measure of Search Volume.

Keyword Value

The next consideration is the value of a particular Keyword.  If it is likely to bring you traffic, but no sales, then do you really want to spend time, effort and money optimising for that Keyword?

Once again, there are plenty of tools that can be used to gather information on Keyword value, but ‘Google Adwords Keyword Planner’ is free and provides the required information. It can be used to gather some Intel on how much people are willing to pay, per click, for any search term.  The ‘Suggested bid’ price below is likely to give a good indication of the value of a Keyword:

adwords_examples

Keyword Competition

In addition to Value, you should also consider Competition.  Anyone who promotes nutritional supplements would love to rank for the Keyword, ‘nutritional supplements’.  However, the reality is that there is too much competition and companies with much bigger budgets will dominate these Keywords.

You may have more success targeting longer-tail Keywords (search phrases) rather than short-tail Keywords.  An example might be ‘best nutritional supplements for anemia’. Again, this is just an example for illustration and I have no research evidence to confirm whether this search term is either a valuable or competitive long-tail Keyword.

The easiest way to determine how much competition there is for a particular Keyword is to do an exact phrase match in Google (or another Search Engine of your choice) and see how many websites are returned.

google exact search

Evaluating Potential Keywords

When evaluating Keywords, I like to use methods that provide tangible, measurable results to compare each Keyword under consideration.  I like to be able to rank them in order of preference.  This is probably because of my Engineering background and my need for making evidence-based decisions!

I use a simple calculation to evaluate each short-listed Keyword. I call this the ‘Keyword Score’ and the higher the calculated score, the more valuable and less competitive the search term will be.

Keyword Score = (Search Volume x Keyword Value) / Keyword Competition

Search Volume is taken from the ‘Avg. monthly searches’ column when using the Google Adwords Keyword Planner tool and Keyword Value is the ‘Suggested bid’ price.

To find values for ‘Keyword Competition’, do an exact phrase match in Google and see how many results are returned.  To do an exact phrase match, place the search term inside speech marks (i.e. “keyword”).

Below is an example from an Excel spreadsheet used to compare a number of Keywords. The ones with the highest scores are highlighted in yellow and those that have been ruled out have been grayed-out:

keyword_research

Please note, you can target more than one Keyword on a gives web page, which is recommended for low Search Volume terms.  Please also note that a Keyword short-list would normally contain many more potentials than the example above.

On-Site SEO

Let’s assume you have now chosen your Keywords using the scoring method above.  Now you need to set up your site and associated pages.

Silo Structuring

It is important to structure your site in such a way that it is easy to navigate.  An appropriate structure is often described as Silo Structuring. To explain this in simple terms, think of how you structure documents into directories on your computer.  All information relating to a particular topic is stored in a given folder.  Sub-folders are used to sub-categorise the information.

On my blog I have categories for health, education business and personal development. ‘Health’ is then sub-categorised into ‘Exercise and Fitness’ and ‘Supplements and Nutrition’ and all of the information about nutritional supplements sits under ‘Supplements and Nutrition’.

It is important to note that you are structuing your site so that it is easy for visitors to find their way around, but from an SEO perspective, it also makes it easier for Bots to crawl your site.

On-Page Optimisation

There are a number of specific strategies that should be employed in order to optmise the content of your web pages for particular Keywords.  Some of the more basic aspects are as follows:

  • ensure your Keyword is in the page title
  • ensure you Keyword is displayed in H1, H2 and H3 header tags
  • include your Keyword in bold, italic and underlined font
  • include images with your Keyword in the image name and ALT tags
  • include your Keywords in META descriptions and META keywords

In addition to the above, you should consider Latent Semantic Indexed (LSI) terms.  You should also direct Internal and External links in a prescribed manner.

It is the principles above that are not easily evaluated in a short descriptive summary.  That is why I provide video tutorials to coach my Network Marketing team on this and other topics discussed on this page.

For more information on how to join my Network Marketing team, click the link below:

http://andygsmith.com/business-and-entrepreneurship/home-business-and-network-marketing/usana-business-opportunity/

If you are building your website or blog using WordPress then the best Premium Plugin for On-Page SEO is SEOPressor.  This plugin helps you to fully optmise your web pages using the strategies discussed above. Find out more by clicking on the banner below:

SEOPresssor

Off-Site SEO

Once your web page is written and optimised for (On-Site SEO), you are ready for the next stage in securing top spots in Search Engines: Off-Site SEO.  Think of this stage as raising your profile and showing the Search Engines that you have authority in your chosen niche.

Site Authority

Website authority is measured by how many people reference your site, as well as the quality of those referencing sites. Search Engines view this as an indication of the quality of information that you are publishing.

In the past it was sufficient just to obtain large volumes of back-links to your site. I used to use article and video marketing as my primary strategies for achieving this.  I would create an article and syndicate it to a large number of article directories and then I would create a short video outlining the content of the article, which would then be syndicated to Video sharing sites.

In addition, I used to comment on other people’s blogs and participate in forums, always including a link back to my own website.

Changes to Search Engine algorithms has meant that links from low quality web properties are no longer counted and may even lead to penalties for your own site. In addition, links from Social Media sites carry more weight than they ever did previously.  The methods used by Search Engines to rate a website’s authority have changed and so my back-linking strategies have evolved too.

Back-linking Strategy for SEO

The single most valuable service that I have come across in my time marketing online is ‘The Hoth’. This company has developed a highly sophisticated back-linking strategy which accommodates Google’s latest updates. The image below will give you an idea of how it works:

SEO

TheHoth.com: Back-Linking Strategy

For full details of exactly how The Hoth generates high quality links back to your website, you should click on the banner below. I personally use this service to boost my websites’ authority and my Search Engine rankings have improved significantly as a result.  Try it for yourself:

hoth_banner

SEO Training and Coaching

You may be wondering why I only offer coaching to my Network Marketing team at the present time. One reason is that this enables me to track the results of the training that I provide, meaning that I have evidence that these strategies work for others as well as for myself.

In addition, I understand the power of leverage and I know that I am in a strong position to help my down-line team to generate passive, residual income streams too. By having a vested interest in their success, I know that I will do whatever it takes to support and guide them, which benefits us both.

Robert Allen’s book ‘Multiple Streams of Income’ explains the importance of generating income using numerous different strategies for diversity and stability. One of those strategies is Network Marketing. You can pick up a copy of this book using the link below:

Multiple Streams of Income: How to Generate a Lifetime of Unlimited Wealth

You could apply the SEO strategies that I teach in your own Usana Business, as well as applying them to your other business interests.  This ensures a ‘Win, Win’ situation for everyone.

If you would like to learn more about my Usana Business Partner Opportunity please check out the page below:

http://andygsmith.com/business-and-entrepreneurship/home-business-and-network-marketing/usana-business-opportunity/

linkedinConnect on Linkedin

Check out my profile below:

http://andygsmith.com/linkedin

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