MSI-keyword-targeting-workshop

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


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


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 -


Overview of SEO

What are relevance and authority and why do they matter?


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


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


h.p://www.slideshare.net/randfish/10-‐steps-‐to-‐great-‐seo-‐infusioncon-‐2011


Introduction to keyword targeting


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


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


Review of example web pages


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


BREAK


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


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


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

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MSI-keyword-targeting-workshop