Search Engine Optimization Beyond META Tags Brian Smith

  • Slides: 113
Download presentation
Search Engine Optimization Beyond META Tags Brian Smith Web Developer Flunky bsmith 2@uamail. albany.

Search Engine Optimization Beyond META Tags Brian Smith Web Developer Flunky bsmith [email protected] albany. edu

Objectives • • Move beyond META tags SEO in Higher Education Define terms Establish

Objectives • • Move beyond META tags SEO in Higher Education Define terms Establish “The Factors” Keyword Research Techniques Discuss Google Keepin’ it real - practical Resources

The Rise of Search Pew Internet and Americal Life Project • Search is the

The Rise of Search Pew Internet and Americal Life Project • Search is the 2 nd most popular online activity, after email. • Percentage of net users who search on a typical day grew 70% from 2002 to 2008

The Rise of Search

The Rise of Search

SEO = Search Engine Optimization Definition Using targeted keywords and phrases so a website’s

SEO = Search Engine Optimization Definition Using targeted keywords and phrases so a website’s pages will rank high on SERPs. SERP = Search Engine Results Page Note that SEO also stands for Search Engine Optimizer

SEM = Search Engine Marketing Definition All endeavors that utilize search engines to promote

SEM = Search Engine Marketing Definition All endeavors that utilize search engines to promote a web site, increase its traffic and/or stickiness, and ultimately augment return on investment. SEM methods include SEO, paid placement, pay-per-click and paid inclusion campaigns.

SPAM "Dear google. com, I visited your website and noticed that you are not

SPAM "Dear google. com, I visited your website and noticed that you are not listed in most of the major search engines and directories. . . "

It’s not a quick fix SEO is a best practice • • • Web

It’s not a quick fix SEO is a best practice • • • Web developers Writers Editors in various departments Application developers Administration Vendors

Conversions What is a higher ed conversion? • Getting a sale = convert a

Conversions What is a higher ed conversion? • Getting a sale = convert a prospective into a confirmed • • Get students involved in activities Building school pride Provide audience for experts Allow faculty and research to publicize their findings, discoveries which could lead to more students, grants, funding, collaboration, tenure • Job postings

Fountain Day

Fountain Day

! H UG

! H UG

Organic vs. Pay Per Click “PPC”

Organic vs. Pay Per Click “PPC”

Pay Per Click Definition Advertisers submit bids to searchengine companies for words. They pay

Pay Per Click Definition Advertisers submit bids to searchengine companies for words. They pay each time the “sponsored link” is clicked.

PPC Related Terms Definitions CPC – Cost-per-click The cost to advertisers per click by

PPC Related Terms Definitions CPC – Cost-per-click The cost to advertisers per click by a user. CTR – Click through rate The number of users who clicked on an ad divided by the number of times the ad was delivered (impressions). Usually seen as a percentage.

Pay Per Click Competition Universities and Colleges Especially the online Universities with a national/international

Pay Per Click Competition Universities and Colleges Especially the online Universities with a national/international presence such as Phoenix, Capella, Walden etc… Advertising Agencies & Online Directory Companies Use PPC to draw Web searches to sites they use to find prospective students, or "leads. " Examples Petersons, Off. To. College. com, College. Board. com, etc…

Weekend MBA PPC Biology Major

Weekend MBA PPC Biology Major

PPC Growing in Cost Prices for popular keywords… • "associate's degree" • "master's degree”

PPC Growing in Cost Prices for popular keywords… • "associate's degree" • "master's degree” • "business program" …on Yahoo have each about doubled in the past two years.

Negative Key Word “Online”

Negative Key Word “Online”

PPC Growing in Competition "It's both more expensive and less effective because more people

PPC Growing in Competition "It's both more expensive and less effective because more people are doing it. " Margee Ensign Dean of the School of International Studies University of the Pacific

PPC Bidding Techniques Start a campaign at the end of the day or the

PPC Bidding Techniques Start a campaign at the end of the day or the end of the month “It’s often possible to find popular keywords available for lower prices at those times because other groups have already spent their budgets. ” Greg Jarboe Co-founder SEO-PR Inc

PPC Bidding Techniques Bid on less popular words/phrases You’ll get less clicks, so it

PPC Bidding Techniques Bid on less popular words/phrases You’ll get less clicks, so it will cost you less. Those who actually click will more likely lead to a conversion = Quality Traffic

SERPs - Organic Listings

SERPs - Organic Listings

The Golden Triangle Eye Tools Research Pay Per Click $$$ Organic = Free

The Golden Triangle Eye Tools Research Pay Per Click $$$ Organic = Free

Focus on Organic Listings Metrics Conversion Rates Organic Listings Paid Listings 4. 2% 3.

Focus on Organic Listings Metrics Conversion Rates Organic Listings Paid Listings 4. 2% 3. 6% Organic clicked 5 x more than PPC From “Marketing Sherpa” - Search Marketing Benchmark Survey 2005

Search Result Page Average Participant 6. 5 seconds to click Read 4 to 5

Search Result Page Average Participant 6. 5 seconds to click Read 4 to 5 listings. Title Tags Compelling and Attractive TITLES increase click-through!

Golden Triangle Statistics 85% click on organic 72% click the first link of interest

Golden Triangle Statistics 85% click on organic 72% click the first link of interest 25% read all listings first, then click

Golden Triangle Statistics Organic Search Results Viewed

Golden Triangle Statistics Organic Search Results Viewed

Web Search Market Share August 2008 MSN Yahoo Google 71% Yahoo 18% MSN 5%

Web Search Market Share August 2008 MSN Yahoo Google 71% Yahoo 18% MSN 5% Ask 3% Other 3%

Page. Rank • One of the methods Google uses to determine a page’s relevance

Page. Rank • One of the methods Google uses to determine a page’s relevance or importance. • Each web page - not site - has a Page. Rank score • Developed by the founders of Google, Sergey Brin and Larry Page • It’s an algorithm which helps rank web pages based on the probability that a random person surfing the Internet will find a given page.

Page. Rank • Page. Rank relies on the uniquely democratic nature of the web

Page. Rank • Page. Rank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. • Google interprets a link from page A to page B as a vote, by page A, for page B. • Votes cast by "important" pages weigh more heavily and help to make other pages "important. "

Page. Rank View a page’s Page. Rank with Google Toolbar

Page. Rank View a page’s Page. Rank with Google Toolbar

Page. Rank Most Higher Ed Rank 5 -8 MIT, Harvard, Stanford = 9 Maria

Page. Rank Most Higher Ed Rank 5 -8 MIT, Harvard, Stanford = 9 Maria College = 5

Page. Rank

Page. Rank

Google Page. Rank Page Rank Today • No longer the primary ranking factor •

Google Page. Rank Page Rank Today • No longer the primary ranking factor • Page. Rank is no longer recalculated on a 30 day cycle • Used to determine crawl frequency, crawl depth, and database selection.

Authority & Reputation Links are Key Link Popularity / Authority • Links = “Votes”

Authority & Reputation Links are Key Link Popularity / Authority • Links = “Votes” • Links from many pages signify an important page • Links from important pages carry more ‘weight’ • Important pages rank higher Link Reputation • Links from related pages enforce theme • Links from related words pass on that theme • Strongly themed pages rank well for related queries

Links - Best Practices Bad • http: //mysite. com • http: //www. mysite. com/index.

Links - Best Practices Bad • http: //mysite. com • http: //www. mysite. com/index. html • http: //mysite. com/index. html Good • http: //www. mysite. com/ • Use redirects and make all internal links point to your domain using the “http: //www. mysite. com/” • Always include trailing “/” on folders.

Link Best Practices Search engines treat… http: //measuring-up. com/ and http: //www. measuring-up. com/

Link Best Practices Search engines treat… http: //measuring-up. com/ and http: //www. measuring-up. com/ …as two different sites.

Link Text 4. 4 Anchor Text of Inbound Link 3. 1 Text Surrounding the

Link Text 4. 4 Anchor Text of Inbound Link 3. 1 Text Surrounding the Link Avoid “click here” SEO: Link nouns not verbs View the course catalog.

How can I create a Google-friendly site? Google Webmaster Help Center • http: //www.

How can I create a Google-friendly site? Google Webmaster Help Center • http: //www. google. com/support/webmasters/bin/answer. py? answer= 40349 Google on SEO • http: //www. google. com/support/webmasters/bin/answer. py? answer=35291

“Department of Biology”

“Department of Biology”

Off-The-Page SEO AKA Link Building Off page optimizations consist entirely of link building strategies.

Off-The-Page SEO AKA Link Building Off page optimizations consist entirely of link building strategies. • • • Reciprocal linking RSS news feeds Linkbait = good topical content Digg, You. Tube, Facebook Forums

The Factors

The Factors

SEOmoz. org

SEOmoz. org

Search Engine Ranking Factors V 2 4. 9 4. 4 4. 1 4. 0

Search Engine Ranking Factors V 2 4. 9 4. 4 4. 1 4. 0 Keyword Use in Title Tag Global Link Popularity of Site – “Weight” or “Authority” Anchor Text of Inbound Link Age of Site Link Popularity within Internal Site Structure 3. 7 3. 5 3. 4 3. 3 3. 2 3. 1 Keyword Use in Body Text Links to Quality/Relevant External Sites Age of Document Keyword Use in H 1 Age of Link Text Surrounding the Link

Factor 1: Page Title The #1 important on-the-page ranking factor! The title is your

Factor 1: Page Title The #1 important on-the-page ranking factor! The title is your search results link. It should be clear, sensible, and encourage a click. Length: 70 characters or less Google description uses 70 characters. Use Keyphrases or Keywords Also use it in beginning of page text.

Page Title Strategy Page titles are for more than just SEO • Bookmark text

Page Title Strategy Page titles are for more than just SEO • Bookmark text • Answers question “Where am I”

Search Engine Ranking Factors V 2 4. 9 4. 4 4. 1 4. 0

Search Engine Ranking Factors V 2 4. 9 4. 4 4. 1 4. 0 Keyword Use in Title Tag Global Link Popularity of Site – “Weight” or “Authority” Anchor Text of Inbound Link Age of Site Link Popularity within Internal Site Structure 3. 7 3. 5 3. 4 3. 3 3. 2 3. 1 Keyword Use in Body Text Links to Quality/Relevant External Sites Age of Document Keyword Use in H 1 Age of Link Text Surrounding the Link

Search Engine Ranking Factors V 2 4. 9 4. 4 4. 1 4. 0

Search Engine Ranking Factors V 2 4. 9 4. 4 4. 1 4. 0 Keyword Use in Title Tag Global Link Popularity of Site – “Weight” or “Authority” Anchor Text of Inbound Link Age of Site Link Popularity within Internal Site Structure 3. 7 3. 5 3. 4 3. 3 3. 2 3. 1 Keyword Use in Body Text Links to Quality/Relevant External Sites Age of Document Keyword Use in H 1 Age of Link Text Surrounding the Link

Search Engine Ranking Factors V 2 2. 8 2. 6 2. 4 2. 0

Search Engine Ranking Factors V 2 2. 8 2. 6 2. 4 2. 0 Keyword Use in H 2, H 3 etc… Keyword Use in Page URL Keyword Use in ALT Tags Frequency of Page Updates Keyword Use in Meta Description Tag 1. 4 HTML Validation 1. 2 Keyword Use in Meta Keywords Tag

META Description Keyword Use in Meta Description Tag • 70 words • Sometimes shows

META Description Keyword Use in Meta Description Tag • 70 words • Sometimes shows up in Google SERP • Page specific • Includes main page keyphrases

Search Engine Ranking Factors V 2 2. 8 2. 6 2. 4 2. 0

Search Engine Ranking Factors V 2 2. 8 2. 6 2. 4 2. 0 Keyword Use in H 2, H 3 etc… Keyword Use in Page URL Keyword Use in ALT Tags Frequency of Page Updates Keyword Use in Meta Description Tag 1. 4 HTML Validation 1. 2 Keyword Use in Meta Keywords Tag

Search Engine Ranking Factors V 2 2. 8 2. 6 2. 4 2. 0

Search Engine Ranking Factors V 2 2. 8 2. 6 2. 4 2. 0 Keyword Use in H 2, H 3 etc…Semantic markup Keyword Use in Page URL Keyword Use in ALT Tags Frequency of Page Updates Keyword Use in Meta Description Tag 1. 4 HTML Validation 1. 2 Keyword Use in Meta Keywords Tag

META Keywords 1. 2 Keyword Use in Meta Keywords Tag • Abused and discredited

META Keywords 1. 2 Keyword Use in Meta Keywords Tag • Abused and discredited • Stuff you don’t want in page text • Misspellings • Keyword “forks” – SUNY Albany • 5 to 10 phrases • Do not repeat too much

Search Engine Indexing Limits Page File Size No more than 150 kilobytes Before Images,

Search Engine Indexing Limits Page File Size No more than 150 kilobytes Before Images, CSS and other Attachments Links Per Page No more than 100 unique links per page Title Tag No more than 70 characters Meta Description No more than 155 characters

Search Engine Indexing Limits Parameters in URL: No more than 2 Depth of URL:

Search Engine Indexing Limits Parameters in URL: No more than 2 Depth of URL: No more than 4 Bad Example http: //www. mysite. com/people/places/things/noun/danny/car Best Practice http: //www. mysite. com/people/danny/

Avoid Image Text Iframes for displaying content Flash, Silverlight or video for content without

Avoid Image Text Iframes for displaying content Flash, Silverlight or video for content without text equivalents AJAX – Avoid navigation that relies on javascript on. Click="navigate('ajax. html#)

Keywords are the foundation of SEO Your institution, departments, offices etc… should determine critical

Keywords are the foundation of SEO Your institution, departments, offices etc… should determine critical keywords Research their potential value and effectiveness

Keyphrase Research 1. Brainstorm 2. Bust out the tools 3. Finalize list 4. Implement

Keyphrase Research 1. Brainstorm 2. Bust out the tools 3. Finalize list 4. Implement 5. Rinse and repeat

Brain Storm • What words would prospective students use? • Avoid overly generic terms

Brain Storm • What words would prospective students use? • Avoid overly generic terms are difficult to rank for and won't provide qualified traffic • Check out competition and their Keywords META tags if they use them • Add location! • Misspellings • Break out sessions by category – department, school, organization etc…

Number of keywords used 1 Word Query – 15% Admissions 2 Word Query –

Number of keywords used 1 Word Query – 15% Admissions 2 Word Query – 32% UAlbany Admissions 3 Word Query – 27% SUNY Albany Admissions 4 Word Query – 15% UAlbany Admissions Campus Tour 5 Word Query – 11% University at Albany Admissions Tour 85% of searches online are with 2 or more keywords Source: Search Engine Watch 2007

Keyphrase Combos Word Game: Create a 3 or 4 -Term Combo 1. Create as

Keyphrase Combos Word Game: Create a 3 or 4 -Term Combo 1. Create as complete a sentence as possible 2. Specifically describe page content 3. Using strongest keywords and phrases 4. Avoid highly competitive phrases

Are visitors looking for “Prospective Students”? Search Volumes “Prospective Students”= 6, 500/month “University Admissions”=

Are visitors looking for “Prospective Students”? Search Volumes “Prospective Students”= 6, 500/month “University Admissions”= 135, 000/month Use keywords in the navigation that visitors use to find your site. – Easier for visitors to navigate the site – Improved rankings, search engines better understand how your site is related to searches.

Keyword “Stemming” Swim = Swimming = Swims It’s all the same to the major

Keyword “Stemming” Swim = Swimming = Swims It’s all the same to the major search engines

Keyphrase Brainstorm Fountain Day School Spirit Celebration Community Campus Tradition University Tradition Alumni Memories

Keyphrase Brainstorm Fountain Day School Spirit Celebration Community Campus Tradition University Tradition Alumni Memories College Fountain University Fountain Celebration World Record SUNY Albany Fountain Spring Celebration Guinness World Record Pillow Fight Beach Balls Fountain Countdown Campus Party Campus Unity Fountain Party College Rite of Spring Food fun and fountain Jump in Fountain Non-alcoholic event Student Party College Student Party Fountain Day Drunk Fountain Day Drinking Fountain Day Mayhem Party School SUNY Albany Party School

Keyphrase Research Determine the value of keywords/phrases to increase traffic to a page or

Keyphrase Research Determine the value of keywords/phrases to increase traffic to a page or site.

Keyphrase Tools

Keyphrase Tools

Utilize Internal Search Results What are visitors using Find out what words your visitors

Utilize Internal Search Results What are visitors using Find out what words your visitors use to get to your site. Consult web analytics or Google Webmaster Tools – Top Search Queries

Keyword Research “Head” vs. “Tail” Terms What’s the difference?

Keyword Research “Head” vs. “Tail” Terms What’s the difference?

Step 2 – Keyphrase Research Brand Key Phrases 65% of our queries

Step 2 – Keyphrase Research Brand Key Phrases 65% of our queries

Keyword Research “Head” vs. “Tail” Terms Head Terms Dominated by Brand key phrases Drive

Keyword Research “Head” vs. “Tail” Terms Head Terms Dominated by Brand key phrases Drive most of your traffic Most expensive for PPC Most competitive Less relevant Shorter

Keyword Research “Head” vs. “Tail” Terms Long Tail Dominated by generic category key phrases

Keyword Research “Head” vs. “Tail” Terms Long Tail Dominated by generic category key phrases Drives least amount of traffic per search Least expensive for PPC Less competitive and easier to win Drives less but more qualified traffic to website

Keyword Research “Head” vs. “Tail” Terms Long Tail The combined effect of optimizing for

Keyword Research “Head” vs. “Tail” Terms Long Tail The combined effect of optimizing for many longer search terms will be to bring in a great deal of highly qualified traffic Optimization for the general terms will occur naturally by their inclusion in these more specific phrases

Keyphrase Research Tools • Assists with keyword/phrase brainstorming • Show often search terms are

Keyphrase Research Tools • Assists with keyword/phrase brainstorming • Show often search terms are used • Quantifies the effectiveness of keywords/phrases

“Competition” Less competition for a keyword/phrase mean that it will be easier to reach

“Competition” Less competition for a keyword/phrase mean that it will be easier to reach the top of SERPs.

Keyword/phrase Tools 1. Google Ad. Words is the best free keyphrase tool https: //adwords.

Keyword/phrase Tools 1. Google Ad. Words is the best free keyphrase tool https: //adwords. google. com/select/Keyword. Tool. External 2. Word. Tracker The industry standard, a subscription is required – also has a free tool 3. Overture Database Search No longer consistently available 4. Microsoft Ad. Center Not for Mac/Safari

Other Keyword Search Tools • • • Trellian – Keyword Discovery Spyfu Nichebot Hitwise

Other Keyword Search Tools • • • Trellian – Keyword Discovery Spyfu Nichebot Hitwise Trends Yahoo suggestion on search

Wordtracker Uses Metacrawler Search Engines Metacrawler and Dogpile Metacrawler Search Engines Queries several of

Wordtracker Uses Metacrawler Search Engines Metacrawler and Dogpile Metacrawler Search Engines Queries several of the main search engines to compile its own results - Google, Yahoo and MSN 175 million searches each month Wordtracker keeps the last two months of search results in its database

KEI Keyword Effectiveness Index Higher the KEI, better the keyword Ratio of Two crucial

KEI Keyword Effectiveness Index Higher the KEI, better the keyword Ratio of Two crucial variables 1. Popularity Number of times a term is searched 2. Competition Number of pages returned by search for a term

Wordtracker KEI - Find a Niche - Opportunities Example Find a baseball card that

Wordtracker KEI - Find a Niche - Opportunities Example Find a baseball card that is searched many times, but has few page results. Pete Rose baseball card Searched 100 times daily found on 1, 000 pages Ratio is 1/10 Derek Jeter baseball card Searched 1000 times daily found on 100, 000 Ratio is 1/100

We are looking for opportunity.

We are looking for opportunity.

Google Ad. Words Keyword Tool https: //adwords. google. com/select/Keyword. Tool. External Best free keyphrase

Google Ad. Words Keyword Tool https: //adwords. google. com/select/Keyword. Tool. External Best free keyphrase tool Helps with brainstorming Displays keyword/phrase effectiveness Finds opportunities

Ad. Words vs. Wordtracker Ad. Words is a better free tool than the free

Ad. Words vs. Wordtracker Ad. Words is a better free tool than the free Wordtracker tool. Full Wordtracker has more sophisticated tool set and is the industry standard. Wordtracker service keeps track of multiple projects. Wordtracker provides more precise measurements for word/phrase effectiveness. Ad. Words integrates well with Google Analytics.

Using Ad. Words for Keyphrase Research The Process • Begin with one general keyword

Using Ad. Words for Keyphrase Research The Process • Begin with one general keyword • Be sure to check the “Use synonyms” box • Let the tool build a large list of keywords Source: Google External Keyword Tool

Keyword Research Building Lists • Scroll through the results list and add all terms

Keyword Research Building Lists • Scroll through the results list and add all terms appropriate to the School of Business site. • When complete, download list into Excel or other tool. • Repeat the process as other terms become apparent and expand those as well with the “Get more related keywords” button. • Continue building the list using all free tools available – Don’t worry about adding duplicates at this point – Keep looking for new terms that have been missed and expand those

Keyword Strategy Building Lists Repeat the process using the “website content” tool on Google.

Keyword Strategy Building Lists Repeat the process using the “website content” tool on Google. – Select the option “Include other pages on my site linked from this URL”

Keyword Strategy Organizing and grouping lists Create a full list of your keywords Break

Keyword Strategy Organizing and grouping lists Create a full list of your keywords Break out the list into categories

Web Writing • • • Write for the “inverted pyramid”. Make the visible text

Web Writing • • • Write for the “inverted pyramid”. Make the visible text on a page "search-friendly" Embed links in body copy Add <strong>tags</strong> Add captions with strong keywords/phrases frequently

Optimizing Body Copy YUCK! Large blocks of text without headlines and subheadings Bad for

Optimizing Body Copy YUCK! Large blocks of text without headlines and subheadings Bad for SEO Bad for Visitors

Web Writing Use keywords – a few times per page Create AZ indexes for

Web Writing Use keywords – a few times per page Create AZ indexes for Department, Organizations, College and Schools Write more - at least 250 words per page Add extra pages Never sacrifice tone, feel or usability

Eye Tracking Studies Nov 2007 Poynter Institute 600 subjects in 4 cities We have

Eye Tracking Studies Nov 2007 Poynter Institute 600 subjects in 4 cities We have not lost our ability to read in depth

Eye Tracking Studies Poynter Institute Inverted Pyramid F Pattern

Eye Tracking Studies Poynter Institute Inverted Pyramid F Pattern

Eye Tracking Studies Nov 2007 Poynter Institute Attention spans have not shortened dramatically. Readers

Eye Tracking Studies Nov 2007 Poynter Institute Attention spans have not shortened dramatically. Readers are more selective about what they read. We are more dependent on navigation, headings and bulleted text It helps us find info or identify what not to read

Eye Tracking Studies Nov 2007 Poynter Institute “Most surprising, they read further into stories

Eye Tracking Studies Nov 2007 Poynter Institute “Most surprising, they read further into stories online than in print. That was true for stories of all lengths. ”

Metrics Measuring Success • Track ranking in SERPs – screenshots, or excel files •

Metrics Measuring Success • Track ranking in SERPs – screenshots, or excel files • Follow traffic through web analytics

Black Hat SEO

Black Hat SEO

Black Hat SEO • • Evil trickery Breaks search engine rules Poor user experience

Black Hat SEO • • Evil trickery Breaks search engine rules Poor user experience Google hacks

Black Hat SEO Techniques To Avoid Keyword stuffing Packing long lists of keywords. Invisible

Black Hat SEO Techniques To Avoid Keyword stuffing Packing long lists of keywords. Invisible text White text on white background. Doorway Pages Redirects packed with keywords. It can get you banished from search results!

Social Media Optimization Potential for organic traffic and quality backlinks “Linkbait”

Social Media Optimization Potential for organic traffic and quality backlinks “Linkbait”

Google News Sitemap • News releases and other campus related stories are packed with

Google News Sitemap • News releases and other campus related stories are packed with keywords • But they may be getting lost and not recognized by Google in a timely way • Search for “Google News Sitemap”

Resources: Books Search Engine Optimization: Your visual blueprint for effective Internet marketing

Resources: Books Search Engine Optimization: Your visual blueprint for effective Internet marketing

Resources: Books Search Engine Optimization: How to Optimize Your Website for Internet Search Engines

Resources: Books Search Engine Optimization: How to Optimize Your Website for Internet Search Engines

Resources: On the Web SEOmoz. org Especially see SEOmoz Beginner’s Guide Search. Engine. Watch.

Resources: On the Web SEOmoz. org Especially see SEOmoz Beginner’s Guide Search. Engine. Watch. com http: //blog. searchenginewatch. com/blog/ Google Webmaster Tools http: //www. google. com/support/webmasters/bin/answer. py? answer=40349 SEOBook. com http: //tools. seobook. com/keyword-tools/seobook/

Don’t let the tail wag the dog. • • • SEO is a best

Don’t let the tail wag the dog. • • • SEO is a best practice Write good content Get everyone involved Know the factors Try out key phase research tools