SEO Casualty

Aims

1. Reassurance either that your SEO campaign in on the right track or that you can effectively identify and remedy any failings

2. A system of performance monitoring that enables continuous campaign enhancement and keyword refinement

3. An emergency plan of action for situations when your website's performance deteriorates either very quickly or seriously (or both)

KeywordAnalysis

AssessSite

KeywordImplementation

LinkBuilding

AdjustCampaign

& Keywords

PerformanceMonitoring

RevisitKW Analysis

MonitorCompetitors

The SEO Process for an Existing Website

SiteSEO

Desirable Keyword Characteristics

Data for your Selected Keywords

Search PopularityWordtracker or Keyword Discovery search data for your target market

Target URLThe page(s) which you intend should rank highest for each keyword

Rank ExpectationThe highest ranking position that is realistically achievable for the keyword

TimescaleHow long will it take to achieve a pre-determined position? Top 10, top 5 or top 3 might be suitable initial targets.

SeasonalityDoes a keyword need to perform only at a certain time of year. Holiday, gift and clothing sites are typically seasonal, with different keywords coming into play at different times of year.

Checking Keyword Implementation – Webmaster Tools

Checking Keyword Implementation – Webmaster Tools

Checking Keyword Implementation – Google Cache

site:www.example.com key phrase

then select the cache of page to test

Checking Keywords – Google Page Cache

Checking Keywords – Google Text-only Cache

Monitoring IBLs - Yahoo Site Explorer

Monitoring IBLs – Google Webmaster Tools

Monitoring IBLs – Google Webmaster Tools

Monitor Your Impressions, Rankings and Traffic

Rankings are mere vanityif they don't result in traffic

Old Style Google.co.uk Interface

Search results default to 'the web' settingSelection of 'the web' or 'pages from the UK'

is by radio button below search box

New Style Google.co.uk Interface

Search results default to 'the web' settingSelection of 'the web' or 'pages from the UK'

is by hyperlink in left side column

Geolocation Influences the Search Results in Google.com

A search in google.com conducted from the UK

Geolocation Query String Parameters in Google.com

Adding &gl=us to the query string produces the same search results as those seen by users located in America

Google Webmaster Tool's Search Queries Interface

Google Webmaster Tool's Search Queries Interface

Who Clicks Where

42.1%

11.9%

8.5%

6.1%

4.9%

4.1%

3.4%

3.0%

2.8%

3.0%

AOL

Poor Keyword Performance

1. Lack of ImpressionsGet rid of the keyword and find a replacement

2. Low Click Through Rates from the Search ResultsExperiment with different titles and descriptions, but the issue may be to do with a mismatch between your site and visitor expectations for the keyword

3. High Bounce Rates and/or Low Conversions RatesImprove the site's usability, stickiness and appeal to visitors

SEO Disasters

1. Is the damage to your site's rankings, traffic or both?

2. Is it just my site that is affected?

3. What changes have been made to the site in the preceding days or weeks?

4. Has anyone done anything that could have resulted in a search engine ban?

5. Visit Google webmaster tools for notification of site bans, malaware or server / crawling issues.

6. Use webmaster tools to check for issues with robots.txt files, sitemaps and page spiderability.

7. Seek help if you can't diagnose or resolve the issue quickly.

SEO Casualty

SEO for FirefoxAn extension to the Firefox browser which can display additional information about pages in the search engine results.

SEO Link Analysis Extension for Firefox

A Firefox extension developed by Joost de Valk which displays the PR, anchor text (or alt text for image anchored links) and no follow status of links displayed in both Yahoo Site Explorer and Google Webmaster Tools.

Available from:

http://yoast.com/seo-tools/link-analysis/