Search Engine Optimization
Keyword SaturationChris HaleuaAlan Mitchell
Tucker Christiansen
Value• CTR – Click Through Rate
– 42% click the top link– 8% click the second link– 62% click on a link from the first page of search results– 23% of searches progress to the second (usually trying another keyword or engine)– 80% of unsuccessful searches are followed with keyword refinement.
• Browsing Vs. Shopping– 77% choose organic over paid listings when searching for information– 67% choose organic search when purchasing– 25% higher conversion rates are achieved through organic links when purchasing– 40% of SEO campaigns aware of their ROI achieve returns in excess of 500%,– 22% of PPC campaigns were able to achieve this value.
• Daily Search Engine Usage– 33% of people searched daily in 2002– 59% of people searched daily in 2005– 64% of US searches come from Google in 2007– 77% of UK searches come from Google in 2007
http://www.intraspin.com/webstrategyblog/search/seo/
Plan• Analyze– Study the most relevant search phrases– Identify how often they are searched
• Structure– Design the site to provide clear answers– Carefully phrase content to emphasize keywords
• Improve– Higher internal search satisfaction– Better rankings on search engines
Definitions
• Keywords: – Topics and phrases entered into search engines by
people seeking information or shopping
• Keyword Saturation:– How to appropriately use keywords webpages to
maximize organic rankings with search engines.
Focus
• Want to be #1 on Google?
• For What? (E.g. Cars…)
• Countless competitors
• Specific specialty
• Descriptive titles that match queries
Implementation
• Frequent and Appropriate Repetition
• Search Engine Bots
• Web Crawlers
• Evolution
Tags• URL: http://www.superfast.com
• <title>Super Fast Purple Cars</title>
• <meta name="keywords" content="super, fast, purple, cars">
• <img src="purplecar.gif" alt="A fast purple car" title="A super fast purple car"/>
• Click <a href="fastpurplecars.html">here</a> to see some really fast purple cars!
• <a href="fastpurplecars.html">Some really fast purple cars!</a>
Adaptation
• Repetition with purpose
• Supporting content
• Satisfy readers first then bots
• Inbound Links!
Average Saturation•Optimize Keyword Usage
•Avoid Stuffing Penalties
•Appropriate # of Headers
•Limits Unpublished
http://www.seoresearcher.com/average-keyword-saturation-google-msn-yahoo.htm
Demonstration
http://www.seochat.com/seo-tools/keyword-density/