SEO Strategies. Part 2: Search Engine Strategy Basics
Search Engine Strategy Basics
For the most part, there are three basic things you’ll need to do in order to accomplish proper and
effective search engine optimization:
• compile keyword lists
• publish keyword-rich content
• establish a beneficial link strategy
Naturally, having software that can help you accomplish those four things quickly and efficiently would be a great asset. So, in addition to exploring each of these areas, we’ll include the best software programs for making each task easier to perform.
The core of any SEO strategy is built almost entirely around the group of keywords you choose to
The first order of business is to decide which groups of keywords you’ll be utilizing. In most instances, those groups will be either directly or indirectly related to the topic or niche that your
website is (or will be) associated with.
Once you’ve established the individual groups of keywords you want to target, you can begin to compile a comprehensive list of top-level phrases that have each of the following characteristics:
• are searched for by thousands of viewers each and every month
• have little or no competition associated with it
The more people who search for the term combined with the least amount of competition associated with it, the more valuable the keyword will be with regard to gaining automatic search
Beyond that, you’ll want to compile lists of secondary keywords. These would still be valuable, but
not to the extent that the first top-level list would be.
The main advantage of lower level keywords is the fact that you don’t have to work quite as hard to get definitive search engine recognition. And since you’ll automatically get fairly decent results position, you’ll also receive additional targeted viewer traffic.
To make up for the lack of quality in the keyword itself (in most cases that equates to fewer searches being conducted every month and therefore less competition), you need to work with a much larger quantity of lower-level keywords.
Basically, the results will be just as good as what you experience through top-level keywords. It will just take more keywords to achieve those same results.
Of course, the good news is that there are software programs which can significantly cut down the amount of time it takes to gain content – no matter how many keywords you decide to target
(see the next segment on Quality Content).
There are several ways in which you can compile keyword lists. One of the quickest and easiest methods is to use the free online suggestion tool that’s provided by Overture at
Although it will give you a clear indication of how many searches have been performed on any given topic during the previous month, it’s somewhat bare-bones. Plus, there’s no way to easily transfer results from their web page to your independently compiled keyword list.
When you copy and paste the Overture results, you also get the number of times each keyword has been searched. While that might be good for research purposes, you’ll have to manually
remove that part of the data in order to wind up with a file that only lists keywords.
Wordtracker at http://www.wordtracker.com, on the other hand, does in fact allow you to save
your results with nothing but the keywords listed.
You’ll have to pay to use their online service, but it’s well worth the price. It’s highly effective and offers the most in-depth and accurate capability with regard to real searches that people perform.
Although there are numerous ways you can conduct research using Wordtracker, they will all revolve around the ability to compile keyword lists which are based on the groups of keywords
you originally established.
Once you know exactly which keywords you’ll be targeting, you can begin to implement content that will be associated with each of those phrases.
There are numerous reasons why “Content Is King”. From a viewer’s perspective, content not only invites them to visit your website but encourages them to return on a regular basis.
It’s a relatively simple equation…
They’re looking for valuable information. Give it to them. From a search engine perspective, content is one of the primary factors in determining just how much weight or importance should be given to any web page.
Unfortunately, this one isn’t quite as simple an equation.
Search engine crawlers gather and index content. Figure out how to make them place your content higher on the results ladder than some other website.
Of course, in order to become King, content needs to be of considerable quality. In order to remain King, content needs to be updated on a fairly regular basis.
Not to mention the fact that you also need to add content (new pages) on a regular basis. If not, whatever ground you initially gain will simply fade away. And so will whatever search position or
rank you’ve achieved.
Naturally, you can manually add content by writing everything yourself. But that alone would be far too time-consuming. Especially when you consider all the other webmaster tasks that need
So let’s talk about automating the task instead.
One of the best methods for gaining quality content is to include keyword-rich articles on your
website. And rather than take the time to write them yourself, you can simply search for and
accumulate articles that others have written.
Of course, doing that can also eat up a great deal of time. To minimize the task – as well as
enhance the results – you can simply use the following software program.
This allows you to accumulate up to one thousand articles with just the click of a button. And, you
can do it based on a specific topic or keyword.
Use the articles to add quality content to your existing websites or use them to built entirely new niche sites. Either way, this is one of the fastest and most efficient methods of gathering quality
RSS feeds are yet another superior method. Not just for gaining content but keeping it fresh and updated as well.
Depending on what feed or feeds you happen to choose, the content can be as simple as a list of topic-related links or as complete as a full-scale, full-page article. And of course, there’s everything in between.
The most common choice for RSS feeds are the ones that display a list of topic-related URL’s with a brief description beneath each one. The reason this type of feed is most popular is the fact that the brief description allows more potential for targeting specific keywords.
For example, if the topic of your website is golf and you want one of your pages to be optimized for the keyword “golf swing”, you would want any and all content to include that particular search
It’s no different than optimizing any other content on your website. You have a specific keyword and you need that phrase to be included in such a way that it will carry significant weight with the
search engine crawlers.
If you can’t accomplish that, you’re merely shooting in the dark, hoping to gain targeted viewer traffic without actually targeting it.
The goal is to add content that is geared toward specific keywords. And RSS feeds are no different than any other content. If it doesn’t include the keywords, you’ll merely get search engine credit for having generic topic-related content.
Of course, what you really want – and need – is to gain rank and listing benefit from whatever content is added. That’s the whole purpose to gain enough search engine recognition which in turn gains you targeted viewer traffic.
That being the case, the ultimate software program would be one that could automatically place RSS feeds on your pages while at the same time do it based on specific keywords.
Fortunately, there is such a program. And it’s the best software available…
What you achieve by using RSS Equalizer is instant theme-based content, the kind that search
engines like Google are looking for. And because the content changes each and every day, you can count on receiving more frequent visits from search engine crawlers.
So the ultimate result is just what you’re hoping to gain faster indexing, better search position and higher page rank.
Choosing the right keywords and publishing quality keyword-rich content puts you approximately two-thirds of the way toward optimum search engine recognition. The other third is pretty much solely based on popularity.
If we were talking about popularity in the real world, it would probably include simple things like who was voted King and Queen of the high school prom, or who had the most date options on a
Saturday night, or which sibling got the most attention from Mom or Dad.
In the world of search engines, popularity takes on a whole different meaning. And in most instances, it comes down to this… the website with the most quality links pointing to it wins the
That’s the game. And the ultimate goal is to get countless “important” websites (those that have a theme or topic that’s similar to yours) to provide links back to you. Of course, when we’re talking
about importance, we’re referring to how major search engines view them.
Most often, that equates to high page rank and top position in search results. The higher up the food chain a website happens to be, the more powerful any link they provide back to you is
In order to get the most bang out of the link popularity process, it’s best if you actually seek out valuable websites. Aside from those you might already have in mind, conduct searches based on
the keywords you’re most interested in gaining search engine recognition for.
Naturally, someone who’s in direct competition with you wouldn’t even consider giving you a link back. So what you’ve really looking for are popular websites that have content or products that are either complimentary to yours or are indirectly.
For example, let’s say your topic and keyword is based on ways of perfecting your golf swing.
Good link back choices would be websites with the following themes or products:
• information about golf courses or golf tournaments
• golf equipment or apparel
• golf instructors or seminars
If the topic is related to yours and the website that’s providing the link back carries a good deal of weight with major search engines, the value of your own website will automatically be elevated.
When it comes to the actual link that these valuable and important websites place on their pages…
Always encourage the use of text links rather than just a URL. For example, instead of simply displaying http://www.adwordanalyzer.com as the link back to your website, you want something
more substantial and keyword rich. And, of course, search engine friendly.
If one of your keywords is “targeted traffic”, for example, the link might read as follows:
Drive targeted traffic to your website with Adword Analyzer
That not only gives you credit for the keyword, it encourages the search engine crawler to perceive your website as having more value.
If you have a separate page on your website where you solicit link backs, it’s always a good idea to list one or more link text possibilities. That way, you’ll receive credit for the keywords you
yourself have chosen to target.
You should also provide the HTML code for placing your link on other websites. Basically, make it as easy as possible for someone else to add you to their pages.
You should also specify where you require a link back to be placed. Ideally, you would want your link located on either a home page or one click away from the home page. At the very least, your link should be located where it will be perceived as valuable by the search engine crawlers.
Buried four or five levels deep on some obscure page that might not even be indexed is absolutely worthless. The whole point of getting link backs is to gain more importance with the search engines.
So the bottom line is…
The more control you have over the links that others place on their websites, the more search engine value you’ll experience.
It takes a good deal of time and effort to encourage high-ranking websites to link back to you.
Make certain you invest whatever additional effort is necessary in order to gain the best possible link as well.
And the criteria for the best possible link is this:
1. It includes keyword rich text.
2. It originates from a valuable and high-ranking website.
3. It’s placed in what would be considered an important location.
Anything less than that and you’re compromising the whole link back process.
Always keep in mind that in this particular instance, quality will always win out over quantity. Yes, you want a vast number of links pointing back to your website. But given a choice, you’re much better off with fewer links from important websites than countless links from sites that don’t carry much weight with search engines.