Getting noticed on the Web - BedTimes

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Keyword development If a website audit shows that the usability and architecture of your site are technically sound, then the next step in an SEO effort is to develop a list of core keywords and phrases. Rosien recommends that you outsource keyword research. “Find someone outside your business with a track record of success, then be prepared to sit down and work closely with that person,” she says. Hartzer explains: “Sometimes a business owner is too close to the product and they need an outside person. A good SEO (expert) will do research related to how people talk about your product or service and come up with a list of maybe 100 or more keywords and phrases. Then, they’ll work with you to ➤ To learn more 24 | BedTimes | April 2011 narrow down that list.” Bear in mind that different audiences may have different ways of thinking about and describing your products and services, the experts say. Your keywords need to reflect the way people talk about BedTimes and search for your products. Include your trademarked brands and product names, but don’t be overly brandcentric. Many potential customers will be doing broader searches and you need to target customers who aren’t looking for you. Reading ➤ Jennifer Kyrnin’s “95 Tips & Tricks for Powerful Search Engine Optimization” article at About.com, http://webdesign.about.com/od/seo/tp/seo_tips_and_tricks.htm ➤ Bill Hartzer’s “Social Media Informer” news aggregator, www.socialmediainformer.com ➤ Douglas Karr’s “Marketing Tech Blog,” www.marketingtechblog.com ➤ Jill Whalen’s “High Rankings Advisor” newsletter, www.highrankings.com ➤ George Aspland’s “8 Necessary SEO Steps During a Website Redesign” article on Search Engine Land, http://searchengineland.com/8-necessaryseo-steps-during-a-website-redesign-65470 ➤ SEOmoz’s “Beginner’s Guide to SEO,” http://guides.seomoz.org/ beginners-guide-to-search-engine-optimization ➤ Google’s “Search Engine Optimization Starter Guide” (type title into Google search engine and download the PDF) Tools ➤ Download an SEO extension for your Web browser— ➤ Firefox – SEO Toolbar, www.seobook.com/seo-toolbar ➤ Chrome – Chrome SEO, https://chrome.google.com/extensions ➤ Internet Explorer – SEMToolBar, www.bruceclay.com/web_rank.htm#semtoolbar ➤ Download the “SEO Audit Checklist” at LunaMetrics, http://www.lunametrics.com/blog/2010/08/24/seo-audit-checklist ➤ List your site at the Open Directory Project, www.dmoz.org, and the Yahoo Directory, http://dir.yahoo.com ➤ Sign up for Google Webmaster Tools to receive site performance and analysis tools and notifications, www.google.com/webmasters Training ➤ Take SEObook’s free seven-day training course, www.seobook.com/free-account ➤ Attend the Search Marketing Expo SMX, held in cities around the world, http://searchmarketingexpo.com Some people may be using search terms that you don’t regularly use to describe your products, Rosien says. For instance, a latex provider ought to be aware that many people may search “foam” instead of “latex.” “In developing keyword lists, you have to understand the stages customers go through while shopping,” Hartzer says. “There are certain keywords they’ll search when they know little about your product and, as their knowledge progresses, their terminology will progress.” When researching a keyword list, start with Google Adwords’ Keyword Tool (https://adwords.google.com. You’ll need to create a Google account to log in. There you can type in the words and phrases that best describe your products and services and you’ll get a slew of recommendations and search statistics on the terms. (Whalen offers this tip when using the tool: To see the most useful results for each keyword you search, select “Exact” under “Match Types,” not “Broad.”) If you already do pay-per-click paid search campaigns with Google Adwords (the Bing/Yahoo version is called Ad- Center), the program’s tracking features allow you to assess which words and phrases have brought the most traffic to your site. Be sure to include the best pay-per-click keywords and phrases in your core keyword list for organic search optimization. “The hardest part is choosing phrases,” Whalen says. “If you choose phrases that are too competitive (too many others have optimized for them), you may not stand a chance to rank for them unless you’re a huge brand. But if you choose those keywords that nobody searches for, while you may rank for them, you won’t receive any traffic.” “A few years ago you could rank for the word ‘mattress,’ but now it’s so saturated you have to look for the long-tail keywords,” Rosien says. A long-tail keyword is a word or phrase of any length that gets a small www.bedtimesmagazine.com
c o o r d i nat i ng m at t r e s s ta p e, t i c k i ng & b o r d e r s i n o n e c o n v e n ie n t p l ac e Our mattress fabrics, borders, and tapes match like they’re made for one another – because they are! We have already color coordinated our fabrics and tapes for you. Contact us at 1.800.397.0090 or www.ctnassau.com to find out how we can make your mattresses look their best. 6557 Flotilla St, Commerce CA 90040 616 S. 55th Ave. Ste 103, Phoenix, AZ 85043 www.enriquezquilting.com Ph. 888.464.4275 Distributor for Texas, Arizona, New Mexico, and California. 4101 S. NC 62 PO Box 39 Alamance, NC 27201 www.ctnassau.com 1-800-397-0090
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Getting noticed on the Web - BedTimes

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