Keyword research
Use SEO tools to research the
most popular keywords.
❯ Brainstorm keywords
❯ Find words in top engines
❯ Test traffic using words
Keyword selection
Use a combination of intuition
and analysis to choose words.
❯ Think of key phrases
❯ Avoid overused words
❯ Try variations of a word
Competition analysis
Check competitors’ rankings to
ascertain how to rise above them.
❯ See ranking with SEO tool
❯ View rival web links
❯ Find top-ranked domain
How it works
Companies that have a web
presence must ensure that their
website has a high ranking on
search engine listings. To achieve
this, they frequently use SEO
tools to monitor where their
website appears when keywords
are searched for, and take steps
to keep it moving up the search
results page. Some of the important
measures marketers take include
coming up with the right keywords,
linking to other websites, and
generating content that includes
frequently searched keywords or
phrases, so that their website
remains relevant to a wide variety
of search queries.
Search engines offer pay-per-click,
a service that places a company’s
listing at the top of a search results
page. Every click generates a fee
payable to the search engine.
Search engine
optimization (SEO)
92%
of all Google traffic
goes to entries on
the first page
of results
SEO process
These tools can be used regularly in a
continuous attempt to move a website
higher up the listings.
SEO is a process marketers use to acquire traffic from search results on
search engine sites. SEO software tools are available to help the user
create web pages that will appear at the top of search engine listings.
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How SaleS and marketing workS
Keyword revision
Monitor search results from
current keyword selection
and make adjustments.
❯
Make sure terms aren’t broad
❯ Avoid specialized words
❯ Alter word order
Link-building
Add links from related websites
to point back to own site.
❯ Link to high-profile sites
❯ Contribute to forums
❯ Ask partners to link
Monitor search
statistics using
Google Keyword
Tool, for example.
Prioritize
good content
and update it
regularly with
keywords.
Avoid single
words because
multiple-word
phrases rank
higher.
Add blog to offer
content that
search engines
will pick up.
❯ Robot.txt Text file that stops
web crawler software, such as
Googlebot, from crawling certain
web pages
❯ Search algorithm Step-by-step
calculation that looks for clues to
decide on search rankings
❯ Metadata Information that
describes stored data – data
about data
❯ Cloaking Technique for
improving SEO by making
some web content invisible
❯ Panda and Penguin Two
updates to how Google calculates
its website rankings, preventing
unfair rankings from SEO tools
SEO spider
Software that crawls
the internet, adding
content to search
engine databases
Reporting and
tracking
Use tools to track traffic and
report on website ranking.
❯ Focus on quality of visits
❯ Check server reports
❯ Tally sales from
searches
SEO TIPS
Use reputable
sites with relevant
content to link
back to your site.
Give headings
keywords that
relate to content
on page.
Inbound marketing
NEED TO KNOW
US_230-231_Search_Engine_Optimisation.indd 231 21/11/2014 16:26
230 231
How SaleS and marketing workS
Keyword revision
Monitor search results from
current keyword selection
and make adjustments.
❯
Make sure terms aren’t broad
❯ Avoid specialized words
❯ Alter word order
Link-building
Add links from related websites
to point back to own site.
❯ Link to high-profile sites
❯ Contribute to forums
❯ Ask partners to link
Monitor search
statistics using
Google Keyword
Tool, for example.
Prioritize
good content
and update it
regularly with
keywords.
Avoid single
words because
multiple-word
phrases rank
higher.
Add blog to offer
content that
search engines
will pick up.
❯ Robot.txt Text file that stops
web crawler software, such as
Googlebot, from crawling certain
web pages
❯ Search algorithm Step-by-step
calculation that looks for clues to
decide on search rankings
❯ Metadata Information that
describes stored data – data
about data
❯ Cloaking Technique for
improving SEO by making
some web content invisible
❯ Panda and Penguin Two
updates to how Google calculates
its website rankings, preventing
unfair rankings from SEO tools
SEO spider
Software that crawls
the internet, adding
content to search
engine databases
Reporting and
tracking
Use tools to track traffic and
report on website ranking.
❯ Focus on quality of visits
❯ Check server reports
❯ Tally sales from
searches
SEO TIPS
Use reputable
sites with relevant
content to link
back to your site.
Give headings
keywords that
relate to content
on page.
Inbound marketing
NEED TO KNOW
US_230-231_Search_Engine_Optimisation.indd 231 21/11/2014 16:26
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