SEO Toolkit Keyword and Competitor Research and On Page Optimisation Marketing & Public Relations Department University of Newcastle February 2013 Version 1.0
SEO Toolkit Contents What is SEO? and the SEO Process SEO - Points to remember Three Key SEO Steps Flowchart Three Key SEO Steps Explained 2 STEP 1: Define Purpose of Your Page STEP2 : Keyword and Competitor Research STEP 3: On-page Optimisation CASE STUDY Key Resources Information Architecture (IA) SEO Flowchart SEO Page Content examples
What is SEO? SEO is the acronym for Search Engine Optimization. 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. 3 SEO is hugely competitive and many elements contribute to the ranking of a web page on a search result. However, certain SEO practices undertaken on web page setup (and throughout its lifetime) can increase the ranking of a web page. SEO consists on on-page and off-page SEO, in this document we focus on onpage SEO techniques. The SEO Process
SEO - Points to remember 4 Search engines may rank individual pages, but these pages support the ranking of the entire website Understand the hierarchy of the page and how other pages may connect and support this page Important to work as a team and collaborate on sections that are similar e.g. Faculty content Planning should be undertaken for each audience section to ensure major goals are outlined and achieved Evaluate the value of internal versus external pages, in association with business goals Strategic Goals Future Students Research International Industry & Business Alumni & Community
Three key SEO steps Flowchart STEP 1. DEFINE PURPOSE OF PAGE PAGE PLACEMENT Where does the page sit within the website? What its hierarchy? How to: Reference Website Brief and Website Information Architecture (IA) EXISTING PAGE/S Does the existing website contain any pages that are the same or display similar content? YES META DATA If yes, understand the existing page/s meta data and content featured How to: View page and page source STATE PAGE PURPOSE Outline Page purpose, proposed URL and if meta data available list potential keywords How to: Use SEO Page Content document PAGE ANALYTICS Review and evaluate the existing page analytics and keywords used How to: Google Analytics 5 STEP 2. KEYWORD AND COMPETITOR RESEARCH COMMUNICATE TO TEAM - Update Optimisation Log; draft content in all columns KEYWORD RESEARCH Brainstorm keywords based on content topic or try other keywords previously used? How competitive are these keywords? How to: Use Google Keyword Tool COMPETITOR RESEARCH Do your competitors rank for these keywords? How easy or hard will it be to compete / rank for these keywords? How to: Use Google Search and evaluate on-page content of relevant pages both high and low ranking INVESTIGATE EXISTING PAGE/S Do the existing page/s rank well? Should previously used keywords (or recommendations based on them) be used again? How to: Use Google Search and evaluate on-page optimisation COMPARE KEYWORDS What keywords have better search volumes? Are there any significant trends over time or location? How to: Use Google Trends FINALISE KEYWORDS If need be, undertake further Keyword and Competitor Research. Confirm and outline keywords. How to: Use SEO Page Content document STEP 3. ON-PAGE OPTIMISATION COMMUNICATE TO TEAM Update Optimisation Log; finalise content in all columns NEW PAGE META DATA Define: 1. URL, 2. Page title, 3. Meta description and header tags 4. Image (alt) tags How to: Use SEO Page Content document WRITE PAGE CONTENT Write text and include images ready for stakeholder approval How to: Use SEO Page Content document OPTIMISE AND SEEK APPROVAL Review your content and ensure optimised for search engines and humans. Get approved. How to: Use SEO Page Content document BUILD PAGE Create webpage! How to: Squiz Matrix CMS
Three key SEO steps - Explained Step 1: Define Purpose of Page WHY? Outlining the purpose of each page helps you to create content for all the right reasons. 6 Defining the purpose of a page helps outline: What objectives need to be achieved Who is your target audience/s What are your target audience/s needs and wants The messages that need to be communicated The action / response you want your audience/s to undertake In SEO Content is KING! Quality content contributes greatly to SEO! 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. Planning keyword and competitor research helps outline: Undertake the right sequence of steps of keyword research and analysis View keywords your competitors are successfully ranking for Determine how popular and how competitive keywords are in search results Determine which keywords are valuable for the purpose of your page Quality content = content users will want to read and share. Quality content = content that is easily found in search results. 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). On-page Optimisation helps outline: 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
Step 1. Define Purpose of Page PAGE PLACEMENT 7 Tools to use: Information Architecture (IA) and Web Brief WHAT: The IA is a model of the UoN website illustrating the organisational concept and hierarchy of web pages within the complete UoN web site structure. And the Web Brief will help identify the needs for new website content. Web Brief Sample WHY: You reference the new site Information Architecture (IA) along with the Web Brief to determine the correct positioning of your page. The IA will help you determine where best the page should sit within the hierarchy of the website page structure, or the page level of importance. This assists in researching stages of defining purpose of your page. Information Architecture (IA) Sample
Step 1. Define Purpose of Page EXISITING PAGE/S 8 WHAT: Find out if any existing or related pages exist and understand if this page/s will help shape the new page s purpose. WHY: By evaluating any existing or related page/s you can identify how these pages are relevant for future pages. Review the content type - Is it a homepage, a landing page or internal content page? Review meta data: URL - How many levels deep is it? What keywords have been used? Page title - What keywords have been used? Page description As above Related existing web page Document any helpful details within the SEO Page Content e.g. any relevant keywords to use in for future pages
Step 1. Define Purpose of Page META DATA 9 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. Sample of meta data from existing web page See More about meta data in the Case Study here.
Step 1. Define Purpose of Page PAGE ANALYTICS 10 Tool to use: Google Analytics WHAT: Google Analytics (GA) is a Google web analytics service that provides statistics and basic analytical tools for search engine optimization 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. We do this to determine which keywords people are using and entering into search engines when the web page appears in a search results. See How to Use: Google Analytics in the Case Study here.
Step 1. Define Purpose of Page STATE PAGE PURPOSE 11 Tool to use: UoN Website SEO Page Content WHAT: The UoN Website SEO Page Content document is a template to assist you in your planning, processing and construction of SEO optimised web page. WHY: Now you should have all the information to determine the page purpose and target audience etc. Use the SEO Page Content to document: What needs to be achieved to meet client needs A view of what s been done in the past and if it s worked Content, keywords and on-page meta data for each page SEO Page Content Remember: Ensure purpose relates to Web Brief; key messages, key tasks etc. Do communicate with your team to ensure the page purpose and keywords are used for the page in the context of the whole website Don t over complicate the page purpose. It will most likely be one of the following: Help build awareness Access information Assist with goal conversion
COMMUNICATION AND OPTIMISATION LOG 12 Tool to use: Optimisation Log WHAT: The Optimisation Log is a central data file that records all existing keywords used on the UoN website. The log documents keywords, pages, URL s relative to other pages on the site WHY: Use the Optimisation Log to ensure that the hierarchy and distribution of selected keywords best support the business objectives and UoNs website SEO goals. It also prevents repetition and competition of keywords and page within the UoN website. Do communicate with your team to ensure the page purpose and optimum keywords are used for the page in the context of the whole website. Optimisation Log
Step 2: Keyword and Competitor Research KEYWORD RESEARCH 13 Tool to use: Google Adwords Keyword Tool WHAT: Google Adwords Keyword Tool 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. See How to Use: Google Keyword Tool in the Case Study here.
Step 2: Keyword and Competitor Research COMPETITOR RESEARCH 14 Tool to Use: Google Search WHAT: Google Search or Google Web Search is a web search engine owned by Google. It is the most commonly used search engine on the Internet. WHY: By undertaking a Google search we can view search results our target audiences will obtain when searching using our targeted keywords. We can look further into the web pages of our highest ranking competitors to view how they are using our targeted keywords and what content they are featuring.
Step 2: Keyword and Competitor Research INVESTIGATE EXISITING PAGES 15 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. Existing UoN web page
Step 2: Keyword and Competitor Research COMPARE KEYWORDS 16 Tool to Use: Google 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.
Step 2: Keyword and Competitor Research FINALISE KEYWORDS 17 Tool to use: SEO Page Content WHAT: Think about keywords, trends and competitors and highlight opportunities: Review keyword volumes and trends Outline possible variants and other potential keywords Review competitors and levels of competitiveness Consider how difficult it will be to compete with: Content inclusions of competitor pages - What content if currently available? - Could more valuable content be offered? Keyword inclusions - Assess On-page Optimisation? - What keywords best to use? Are there any gaps in the marketplace? Is there anything missing? How can we differentiate from competitors? SEO Page Content WHY: By undertaking Keyword and Competitor Research you will start to see what content is available and how you can position your new page to best compete in the marketplace.
COMMUNICATION AND OPTIMISATION LOG 18 Tool to use: Optimisation Log WHAT: The Optimisation Log is a central data file that records all existing keywords used on the UoN website. The log documents keywords, pages, URL s relative to other pages on the site WHY: Think back to purpose and target audience, referencing your targeted keyword and competitor research. Are there any changes to page purpose or target audience/s as result of your keyword and competitor research? Use the Optimisation Log to: Continue to communicate with your team to ensure the page purpose and optimum keywords are used for the page in the context of the whole website. Get keyword/s signoff, if required
Step 3. On-page Optimisation NEW PAGE META DATA 19 Tool to use: SEO Page Content Define your new meta data into your SEO Page Content document. URL URLs for top 3 levels already outlined Page title Must be unique and describe the page content Page description Create unique description for all pages, it should reflect page content Must include a primary keyword in URL Should be unique and describe page contents Try and not bury content under multiple levels Must include our brand name: The University of Newcastle, Australia Keep short and descriptive Limit to 68-70 characters including spaces Must include primary keyword Include our brand name The University of Newcastle, Australia Use to separate keywords Optimal length approximately 150-160 characters Must include primary keyword or secondary keywords, in order of priority, this will support page click through rates Make sound human, not unnatural or forced NB: Off-page page title appears as: dcterms.subject = page title
Step 3. On-page Optimisation NEW PAGE META DATA cont 20 Header tags Must add a least one heading or header tag (H1) Image tags (alt or alternative tags) Ensure all images have a unique description H1 tags should be clear and engaging Best practice to include a keyword in H1 or other header tags 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 Primary keyword should match keyword used within page title Users with disabilities and search engines utilise descriptions Add other title tags (H2 and H3 s ) when possible humans and search engines love header tags!
Step 3. On-page Optimisation WRITE PAGE CONTENT 21 Tool to use: SEO Page Content Your preparation is now complete, as you have filled out your supporting documentation - SEO Page Content document and Optimisation Log. Now it s time to refer to your SEO Page Content document and write your page copy. Content writing tips to remember: Use a primary keyword throughout the page; at the top, middle and at the bottom of the page Include calls to actions within content Add internal page links keywords can be included in links Avoid keyword stuffing rough guide: 2-3% for every 500 words Enable uses to share content add the share function OPTIMISE AND SEEK APPROVAL Review your SEO Page Content and ensure your page content is optimised for both search engines and humans Get your SEO Page Content document approved BUILD YOUR PAGE Create SEO webpage! Tool to Use: Squiz Matrix CMS
CASE STUDY - Keywords: research performance This case study illustrates steps 1 and 2 of this SEO Toolkit in detail and also provides completed examples of step 3 documents. For this case study the target keywords are research performance You can follow this case study using your SEO Flowchart 22 Look our for these icons these will help you through the case study Resource Tool How to Observation Question Before you get started: Open Web Brief Open SEO Page Content document Open Information Architecture (IA)
CASE STUDY Step 1. Define Purpose of Page PAGE PLACEMENT and EXISTING PAGE/S How to: Reference the Information Architecture (IA) PAGE PLACEMENT QUESTIONS: 1 23 Where does the page sit within the website? What s the page hierarchy? Looking at the IA, we can see that a research capabilities exists within the third level, out of a possible three levels of the IA. Therefore the page is an internal page, and as the 2 nd level if not clickable this page is quite important. 2 The keywords selected for this page may be prioritised over another UoN web page if those same keywords are suitable for pages positioned under level 3 and beyond. EXISITING PAGE/S QUESTIONS: Does the existing page contain pages that are the same or display similar content? There is no existing page for research capabilities on the UoN website. However, looking at the current (2012-13) UoN website we can see a very similar page; research strengths. This page can be used as a reference to our new research capabilities page.
Step 1. Define Purpose of Page META DATA How to: Find Meta Data To find the current To find the current page description, right click to access view page source Click F3 (shortcut) to search for description page title, scroll over tab to view or view page source and CASE STUDY search for description 24
Step 1. Define Purpose of Page How to: Evaluate IA and Google Analytics Data CASE STUDY 25 QUESTIONS: Page Placement: Does the position of the page in the IA and level of importance of the page has in relation to UoN business goals reflected in Pageviews? (A Pageview is a single person (visitor) viewing a your page on the website.) Does the Avg.Time on Page suit the page purpose and content? Page Purpose: Keywords: Does your research require local (Australia based) and/or global analysis? If so, adjust your Search settings appropriately. Does your research require device specific results? If so, adjust your Search settings appropriately. Does the Bounce Rate (a user abandoning UoN website directly after landing on entering this page) best reflect page purpose and target audience needs? Bounce Rate is the percentage of people who came to your website and left without visiting another page. Is the Exit Rate appropriate, again consider page purpose and target audience etc? Where do your keywords and previously used keywords sit in relation to the IA? Are keywords positioned in relation to IA to best serve reaching target audiences? Can you think of any other potential keywords based on content topic that may be popular search terms for your page? Use research to understand what search terms were previously used? Are there duplicate keywords in any keyword phrases? Have any keywords been used before? What are the top search keywords used to find the current page? What are high volume, low competition keywords? Sort results via clicking on headings where necessary.
Step 1. Define Purpose of Page PAGE ANALYTICS How to: Access Google Analytics 1. Go to: http://www.google.com.au/analytics/ 2. Login at top right corner of page. Username: TBC Password: TBC CASE STUDY Research Tool 26 3. From the Dashboard, select University of Newcastle account. 4. Open All Visits 5. Select Content > Site Content > All Pages from left navigation bar. 6. Enter the page name into the search box Hint: Open the page in a browser and select URL section after http://www.newcastle.edu.au Eg. http://www.newcastle.edu.au/research/research-strengths/ becomes /research/research-strengths/ Be sure to include the forward slash (/) at the start of your file path!
Step 1. Define Purpose of Page PAGE ANALYTICS continued CASE STUDY Research Tool 27 7. Click on the correct URL (page) from list. Click on the arrow to preview the actual page if you need reassurance you are accessing data from the correct page. Note: Your file name will now end in /index. This assists us track your page in Google Analytics. 8. Select Secondary Dimensions > Traffic Sources > Keywords. 9. Ensure that your Page view are sorted from large to small. View and document in your Optimisation Log the relevant and top performing keywords (around 4-6 in total).
Step 1. Define Purpose of Page STATE PAGE PURPOSE CASE STUDY 28 Complete purpose and target audience in SEO Page Content Communicate with team and log findings in the Optimisation Log Get any necessary signoff QUESTIONS: Consider opportunities By viewing top ranking keywords for our web page determine keywords we may want to use (or rank for) in our new page. We may want to select one or two of these top ranking keywords to enter into Google Adwords Keyword Tool to get insight into similar high ranking keywords that we may not have otherwise thought of. 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, competitors and trends.
Research Tool Step 2: Keyword and Competitor Research KEYWORD RESEARCH How to: Access Google Adwords Keyword Tool 29 1. Go to: https://adwords.google.com/keywordtool 2. Perform Find keyword search. a. Using good performing keywords as seen in your Google Analytics research enter a keyword into Word or phrase b. Select Only show ideas closely related to my search terms c. Select Exact match type d. Ensure you have selected appropriate Locations setting e.g. Australia e. Type in the page security text (the capture) f. Click Search button Observations: Nothing of major significant value Review marketplace for variant ideas
Step 2: Keyword and Competitor Research COMPETITIOR RESEARCH CASE STUDY Research Tool 30 How to: Use the Google Search Tool Undertake competitor research using Google search tool. From Google Keyword Tool platform go to keyword in results, click on drop down arrow and select Google Search QUESTIONS: Does your research require local (Australia based) and/or global analysis? If so, adjust your Search settings appropriately. Does your research require device specific results? If so, adjust your Search settings appropriately. 1. 2. What are high volume, low competition keywords? Sort results via clicking on headings were necessary. Observations: 1. 2. Highly competitive keyword Competitors ranked are within University sector, UoN ranks 4 th
Step 2: Keyword and Competitor Research COMPETITIOR RESEARCH CASE STUDY Research Tool 31 How to: Use Google Search Tool continued.. Undertake further competitor research using Google search tool How competitive is the page term? How competitive will it be to rank in comparison to competitors? What could be assisting your competitors ranking? Observations for top ranking pages: 1. 2. 3. Keyword in Page Title Keyword included in URL Part of keyword used in Page Description 1. 2. 3.
Step 2: Keyword and Competitor Research COMPETITIOR RESEARCH How to: Use Google Search Tool continued.. Evaluate ranking of UoN s page (if applicable) CASE STUDY Research Tool 32 Observations for UoN ranking: Keyword included in at front of copy in page title Keyword does not appear in URL and not buried in multiple file layers Keyword is used in page description
Step 2: Keyword and Competitor Research COMPETITIOR RESEARCH CASE STUDY Research Tool 33 How to: Use Google Search Tool continued.. Undertake further competitor research by clicking on their page and evaluating their on-page content and meta data How many times do keyword/s appear? Where do they appear? Is the content relevant? How competitive is this example? Observations: Keyword included once page URL Content is relevant, but doesn t seem too competitive Remember to undertake the same assessment of other competitors if you think it will be worthwhile
Step 2: Keyword and Competitor Research INVESTIGATE EXISTING PAGE/S How to: Use Google Search Tool continued.. Evaluate UoN s page by asking similar questions CASE STUDY Research Tool 34 Observations: Keyword included URL, but buried deep under multiple layers Keyword included in page title and as Header Question: Is this content what users are expecting to see, or is it too specific, as only relates to one Faculty?
Step 2: Keyword and Competitor Research INVESTIGATE EXISTING PAGE/S How to: Use Google Search Tool continued.. Evaluate other UoN pages by asking similar questions CASE STUDY Research Tool 35
Step 2: Keyword and Competitor Research COMPARE KEYWORDS CASE STUDY Research Tool 36 Questions: What does the Past 12 month keyword search trend indicate about the quality of the keyword? If you have undertaken a comparison search, which keywords appear to have the best interests over time? Is keyword trend affected by seasonality? How to: Access Google Trends 1. While in: https://adwords.google.com/keywordtool 2. In results section, click on keyword dropdown arrow. Select Google Insights for Search 3. Set Limit to according to brief constraints 4. If appropriate, enter search terms in Add term for comparative search Version 1 SEO: Keyword and competitor research www.newcastle.edu.au
Step 2: Keyword and Competitor Research COMPARE KEYWORDS How to: Use Google Trends research capabilities results CASE STUDY Research Tool 37 Observations: Searches for research capabilities is affected by seasonality however has a stable search trend Comparison search shows 'research strengths searches are far greater on a worldwide scale
Research Tool Step 2: Keyword and Competitor Research COMPARE KEYWORDS 38 How to: Use Google Trends research capabilities results continued Observations: Worldwide scale, research capabilities is used about 25% Australian scale, research strengths more popular Option back to Google Adword Tool for more insights!
Step 2: Keyword and Competitor Research FINALISE KEYWORDS How to: Use Google Search Tool Now, undertake further competitor analysis for research strengths. CASE STUDY Research Tool 39 Observations: Worldwide scale, research capabilities is used about 25% Australian scale, research strengths more popular Option back to Google AdWord tool for more insights
Step 2: Keyword and Competitor Research FINALISE KEYWORDS How to: Use Google Search Tool continued.. Our competitors on-page keyword search CASE STUDY Research Tool 40 Observations: Part of keyword included in URL Keyword included in multiple places throughout content; top, middle and bottom
CASE STUDY Step 3: On-page Optimisation Use SEO Page Content document to establish page meta data, write page content and seek approval. Access SEO Page Content document SEO Page Content document completed example SEO Page Content document applied to web page 41 Completed SEO Page Content example Applied to web page
Key Resources 42 Information Architecture (IA) SEO Flowchart SEO Page Content Need help? Contact Online Marketing Officer, Online Marketing Department, Marketing and Public Relations