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Marketing & Public Relations Department
University of Newcastle
February 2013
Version 1.0
SEO Toolkit Keyword and Competitor Research
and On Page Optimisation
2
SEO Toolkit Contents
What is SEO? and the SEO Process
SEO - Points to remember
Three Key SEO Steps – Flowchart
Three Key SEO Steps – Explained
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
3
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.
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 on-
page SEO techniques.
The SEO Process
4
Future
Students Research International
Industry &
Business
Alumni &
Community
Strategic Goals
SEO - Points to remember
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
5
STEP 2. KEYWORD AND COMPETITOR RESEARCH
STEP 3. ON-PAGE OPTIMISATION
Three key SEO steps – Flowchart
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?
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
STEP 1. DEFINE PURPOSE OF PAGE
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
COMMUNICATE TO TEAM - Update Optimisation Log; draft content in all columns
COMMUNICATE TO TEAM – Update Optimisation Log; finalise content in all columns
FINALISE KEYWORDS
If need be, undertake
further Keyword and
Competitor Research.
Confirm and outline
keywords.
How to: Use SEO Page
Content document
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
YES
6 Step 1: Define Purpose of Page
WHY? Outlining the purpose of each page helps you to create content for all the right reasons.
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
Three key SEO steps - Explained
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
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
In SEO Content is KING!
Quality content contributes
greatly to SEO!
Quality content = content
users will want to read and
share.
Quality content = content that
is easily found in search
results.
7
Step 1. Define Purpose of Page
PAGE PLACEMENT
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.
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
Web Brief Sample
8
Step 1. Define Purpose of Page
EXISITING PAGE/S
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
Document any helpful details within the SEO
Page Content e.g. any relevant keywords to use
in for future pages
Related existing web page
9
Step 1. Define Purpose of Page
META DATA
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.
See ‘More about meta data in the Case Study here.
Sample of meta data from existing web page
10
Step 1. Define Purpose of Page
PAGE ANALYTICS
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.
11
SEO Page Content
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
Step 1. Define Purpose of Page
STATE PAGE PURPOSE
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
12
COMMUNICATION AND OPTIMISATION LOG
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
13
Step 2: Keyword and Competitor Research
KEYWORD RESEARCH
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.
14
Step 2: Keyword and Competitor Research
COMPETITOR RESEARCH
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.
15
Step 2: Keyword and Competitor Research
INVESTIGATE EXISITING PAGES
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
16
Step 2: Keyword and Competitor Research
COMPARE KEYWORDS
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.
17
Step 2: Keyword and Competitor Research
FINALISE KEYWORDS
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?
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.
SEO Page Content
18
COMMUNICATION AND OPTIMISATION LOG
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
19
Step 3. On-page Optimisation
NEW PAGE META DATA
URL
URLs for top 3 levels already
outlined
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
Page title
Must be unique and describe
the page content
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
NB: Off-page page title
appears as: ‘dcterms.subject’ =
page title
Page description
Create unique description for all
pages, it should reflect page content
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
Tool to use: SEO Page Content
Define your new meta data into your SEO Page Content document.
20
Step 3. On-page Optimisation
NEW PAGE META DATA cont…
Header tags
Must add a least one heading or header tag (H1)
H1 tags should be clear and engaging
Best practice to include a keyword in H1 or other
header tags
Primary keyword should match keyword used within
page title
Add other title tags (H2 and H3’s ) when possible –
humans and search engines love header tags!
Image tags (alt or alternative tags)
Ensure all images have a unique description
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
Users with disabilities and search engines utilise
descriptions
21
Step 3. On-page Optimisation
WRITE PAGE CONTENT
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
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
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.
Look our for these icons – these will help you
through the case study
• Resource Tool
• How to
• Observation
• Question
22
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
Before you get started:
Open Web Brief
Open SEO Page Content document
Open Information Architecture (IA)
23
1
2
PAGE PLACEMENT
QUESTIONS:
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 2nd level if
not clickable this page is quite important.
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.
CASE STUDY
Step 1. Define Purpose of Page PAGE PLACEMENT and EXISTING PAGE/S
How to: Reference the Information Architecture (IA)
24
Step 1. Define Purpose of Page META DATA
How to: Find Meta Data To find the current
‘page title’, scroll over
tab to view or ‘view
page source’ and
search for ‘description’
To find the current ‘page description’, right click
to access ‘view page source’
Click ‘F3” (shortcut) to search for ‘description’
CASE STUDY
25
Step 1. Define Purpose of Page
How to: Evaluate IA and Google Analytics Data
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:
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?
Keywords:
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.
CASE STUDY
26
Step 1. Define Purpose of Page PAGE ANALYTICS
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!
1. Go to: http://www.google.com.au/analytics/
2. Login at top right corner of page.
Username: TBC
Password: TBC
Research Tool CASE STUDY
How to: Access Google Analytics
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 PAGE ANALYTICS continued…
Research Tool CASE STUDY
28
Step 1. Define Purpose of Page STATE PAGE PURPOSE
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.
Complete ‘purpose’ and ‘target audience’ in SEO Page Content
Communicate with team and log findings in the Optimisation Log
Get any necessary signoff
CASE STUDY
29
Step 2: Keyword and Competitor Research KEYWORD RESEARCH
How to: Access Google Adwords Keyword Tool
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
Research Tool
Observations:
Nothing of major significant value
Review marketplace for variant ideas
30
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.
What are high volume, low competition
keywords? ‘Sort’ results via clicking on headings
were necessary.
Observations:
Highly competitive keyword
Competitors ranked are within University sector, UoN
ranks 4th
1.
2.
Step 2: Keyword and Competitor Research COMPETITIOR RESEARCH
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’
1.
2.
Research Tool CASE STUDY
31
Step 2: Keyword and Competitor Research COMPETITIOR RESEARCH
1. 2.
3.
Research Tool
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?
1.
2.
3.
Keyword in Page Title
Keyword included in URL
Part of keyword used in Page Description
CASE STUDY
Observations for top ranking pages:
32
Step 2: Keyword and Competitor Research COMPETITIOR RESEARCH
Research Tool
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
How to: Use Google Search Tool continued..
Evaluate ranking of UoN’s page (if applicable)
CASE STUDY
33
Step 2: Keyword and Competitor Research COMPETITIOR RESEARCH
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
Research Tool CASE STUDY
34
Step 2: Keyword and Competitor Research INVESTIGATE EXISTING PAGE/S
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?
How to: Use Google Search Tool continued..
Evaluate UoN’s page by asking similar questions
Research Tool CASE STUDY
35
Step 2: Keyword and Competitor Research INVESTIGATE EXISTING PAGE/S
Research Tool
How to: Use Google Search Tool continued..
Evaluate other UoN pages by asking similar questions
CASE STUDY
36
Research Tool
Step 2: Keyword and Competitor Research COMPARE KEYWORDS
Version 1 | SEO: Keyword and competitor research | www.newcastle.edu.au
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
CASE STUDY
37
Research Tool
Step 2: Keyword and Competitor Research COMPARE KEYWORDS
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
How to: Use Google Trends – ‘research capabilities’ results
CASE STUDY
38
Step 2: Keyword and Competitor Research COMPARE KEYWORDS
Observations:
Worldwide scale, ‘research capabilities’ is used – about 25%
Australian scale, ‘research strengths’ more popular
Option – back to Google Adword Tool for more insights!
Research Tool
How to: Use Google Trends – ‘research capabilities’ results continued…
39
Step 2: Keyword and Competitor Research FINALISE KEYWORDS
Observations:
Worldwide scale, ‘research capabilities’ is used – about 25%
Australian scale, ‘research strengths’ more popular
Option – back to Google AdWord tool for more insights
Research Tool
How to: Use Google Search Tool
Now, undertake further competitor analysis for ‘research strengths’.
CASE STUDY
40
Step 2: Keyword and Competitor Research FINALISE KEYWORDS
Observations:
Part of keyword included in URL
Keyword included in multiple places throughout content; top,
middle and bottom
Research Tool
How to: Use Google Search Tool continued..
Our competitors on-page keyword search
CASE STUDY
41
Step 3: On-page Optimisation
Completed SEO Page Content example
CASE STUDY
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
Applied to web page
42
Key Resources
Information Architecture (IA)
SEO Flowchart
SEO Page Content
Need help?
Contact Online Marketing Officer, Online Marketing Department, Marketing and Public Relations