A Search Engine Optimisation (SEO) survival guide for marketing managers (part 2) – unabridged

note: this is part 2 of 2 in a series of articles on the subject of SEO and marketing, originally published at Bnet.co.uk. This piece is the unabridged version of the article.

10 steps for improving your SEO dramatically and simply

including a slideshare pictorial guide for SEO marketers (see bottom of article)

Important notice: it is reminded that this is not meant to be a comprehensive guide to SEO. All steps have been voluntarily simplified in order to help marketing managers, not to turn them into bespectacled anoraks. My method described here is simple, it is certainly not scientific, it is bound to make any SEO guru scream in dismay I’m sure, but I’ve tried it and it worked time and time again, so I believe there must be something good in it.

Step 1: define your SEO niche

Trying to be all things to all people is a bad thing in Marketing in general, but in web page optimisation it is a lethal mistake. First and foremost, one has to target a so-called SEO niche in order to be well positioned in search engines. Reaching number one rank is a nice to have but can rarely be achieved from day one. On the contrary, it is easier and more effective to aim at niches, one at a time for each page you want to index, and eventually, your ranking will improve.

1.       Target 3 keywords (or combination of). I don’t mean that one cannot index a page for more than 3 keywords, I have seen counterexamples. What I mean is

a.       It’s difficult to target more than 3 keywords from a resource viewpoint,

b.      If you want to be consistent, these keywords will have to be repeated all over your text, so imagine if you have 10 of them!

c.       Your website has probably more than one page so do use other pages to target other keywords, based on relevance (the more the keywords are repeated in the page the more relevant because it means that this page really is about that),

d.      Don’t try and spam search engines, their designers are really shrewd, so spamming a page with repeated keywords may sound very clever but I assure you it’s not plus your readers might not appreciate your style.

2.       Analyse popularity AND competition and focus on that KEI

a.       keyword popularity will tell you how much a keyword combination is sought after,

b.      competition will tell you how often your competitors have tried to use this combination of keywords for their own SEO,

c.       the right combination between a & b is called the Key Efficiency Indicator index (aka KEI), a very effective way of balancing the two factors,

d.      bringing realism using personal judgement is also advised. Some of the numbers given by some keyword generation tools (see last section about useful tools) will not make much sense unless you interpret them properly and eliminate irrelevant keywords. For instance, networks appears as if it were a relevant keyword for telcos but in fact it’s not because it’s too vague as it mostly refers to social networks. A simple search engine query will prove the point very quickly and therefore, the ambiguity can be removed by qualifying the keyword better (network security is more relevant for instance, etc.)

e.      each page can/must be indexed with a different strategy in mind. This is how you can ensure that different targets are reached from the same website.

note: “The Keyword Effectiveness Index (KEI) was developed by search engine guru Sumantra Roy. it compares the daily searches with the number of competing Web pages to pinpoint exactly which keywords are good enough so you can use them while optimizing your site.” (source: sitepoint)

Step 2: fine tune your page title

As said in our previous post about Internet content, good content shows in the title. Good SEO too, and this is rather obvious so I won’t expatiate.

Step 3: implement keywords in the URL

Adding your keywords to your URL is also very effective as it will improve the search engine friendliness of your website. It also means generic keywords. Business people are always obsessed with their brand – and this is natural to an extent – but Internet visitors aren’t forcibly. What you have to do is get them to associate your brand with the good content that you are providing. It’s just the same objective but it works the other way round.

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