WWW/Internet - Portal do Software Público Brasileiro

ISBN: 978-972-8939-25-0 © 2010 IADIS• FSTS Sprachreisen (Language Trip Courses). The website, www.fsts.at had been online since May2000. The website already had a Google PageRank of 5.• Deutschinstitut (German Language Institute). The company website is www.deutschinstitut.at whichhas been online since May January 2004. The website had a Google PageRank of 4.• SALT Pro Skills and Language Training. The company’s website is at website www.salt-pro.comand has been online for 2 years. The website had a Google PageRank of 3All three companies had a potential for improvement by applying optimization techniques. The detailedsteps taken during the optimization process, by applying the Model discussed in the previous section were:Installation of the Tools: The website owners were instructed how to install Google Analytics and WebCEO. At the end of the SEO Inventory stage, the website operators were required to answer questionsregarding the installation process. These questions were be included in the SEO Inventory feedback.SEO Inventory: For monitoring the progress of the optimization and noting changes in the websiteperformance, basic data was be required: number of visitors per day; average time visitors spend to look atpages; percentage of new accesses; percentage of visits through search engines; number of indexed pages;number of inbound links; PageRank.SEO Inventory Feedback: It was important to learn if website owners or managers were able to install therequired programs and tools to benchmark their website, and compare the performance to their competitors.Additionally, it was a learning process in how to deal with the SEO process.Keyword Research: The website operators were instructed how to research for suitable keywords. Thefirst step was to select the appropriate tools which gave valuable information about a website's current stateregarding the keyword selection. For the 3 case studies different online services and the program Web CEOwere used. One important factor of a successful optimization is the density of keywords used on a web page.Among web designers and SEO experts a value of 2 to 5 percent is accepted. If the density of a keyword isbelow 2 percent of the content, then web page does not seem relevant enough to be listed on a Search EngineResults Page (SERP). A value over 5 percent can be already classified as spam attempt, and be downgradedby search engines.Analyzing Competitors: After popular keywords and phrases have been defined, the website operatorshave to define their closest competitors. Here the enterprises will be confronted with the reality. It isimportant that popular keyword combinations will be tested for determining the web page’s ranking on theSearch Engine Results Page (SERP).Selecting and Placing the Keywords: Website owners or managers learned the importance of selectingand placing the appropriate keyword in the pages content. In some cases the website operator was not be ableto edit the page source code which was necessary to optimize the title and Meta tags. In such cases the taskwas given to an IT professional who was instructed to edit the section of the page(s).Finalizing the Keyword Research and Implementation Stage : The process will be evaluated afterrecommendations were given to the website owners or managers how to use appropriate keywords toimprove the SERP. The participants will have to answer questions like:• what were the prominent keywords on the main page• what online tools were used to find popular keywords and phrases• what programs and tools were used to benchmark their competitors websites• what pages of their website were optimized• what keywords and phrase were used for optimization• how keywords were emphasized in the pages source code• how many pages were optimized• who participated in the keyword research• who implemented the keyword optimizationOptimizing Source Code: An optimized source code is one of the major preconditions for being indexedby search engine spiders, and to get a good ranking on a Search Engine Results Page (SERP). For the non-ITprofessional not familiar with (X)HTML it can be difficult to identify source code which could be optimized.The selection and placing of the keywords might be already challenging for the average website owner ormanager. For that reason the cooperation with IT professionals is needed. The person who designed andprogrammed the website has to analyse, and if necessary optimize the source code.196