Search Engine Marketing and Optimisation - Topics A-Z
Topics A-Z listing of articles and resources about search engine marketing and search engine optimisation especially in relation to government websites.
This category last updated: 16 August 2013
The 20-Point SEO Account Takeover Checklist
- by Andy Komack. SEarch Engine Land, June 24, 2011. "What should you do if you are stepping into a role as the new 'SEO Manager' of a website?
This is a question you could ask yourself either as an in-house employee at a company, an agency taking over an account from another agency, or moving into the role from one account to another within your agency...
Think of this checklist as a way to get up to speed as quickly as possible if your predecessor did not leave a very clear audit trail/documentation. Or, perhaps you are the first person to take on the SEO Manager role at your company?..."
Introducing: The Periodic Table Of SEO Ranking Factors
- by Danny Sullivan. Search Engine Land, June 3, 2011. "SEO — search engine optimization — is one of the most important marketing activities available to companies and publishers, but it's too often considered some murky 'dark art' or a sinful practice that should be avoided. It's not. To help clear away some of the mystery and fear for those new to SEO, and provide a 'reset' for those who are experienced, we've created 'The Periodic Table Of SEO Ranking Factors.'..."
The 10 Week SEO Diet
- By Kalena Jordan. Search Engine College, 21 May 2011. "So you’ve noticed that your competitor's site ranks higher than your site on Google for *yellow widgets*, even though you are the premier widget provider in your area.
So what are you going to do about it? You’re going to take back control of the search results, that’s what!
You don't need to be proficient at SEO or hire a Search Engine Optimizer to make a difference to your search engine rankings. There are several easy steps you can take that can make an immediate difference to your site’s visibility.
Here’s a 10 Week SEO Plan that will quickly put your site on the path to higher rankings..."
How to Make SEO Part of Your Company's DNA
- by Ray Comstock. Search Engine Watch, May 24, 2011. "... One important concept that needs to be communicated throughout an organization is that SEO isn't for search engines. The byproduct is that your site's content can be found more easily and hopefully – based on the strength of your content and your brand (via link connectivity and social media) – that you rank well for your most important keywords.
Ultimately, the goal of SEO is to better align your content and all of your digital assets with the language that people use to describe your products and services. Doing so helps you rank better in search and provides a better user experience, which leads to deep customer engagement and ultimately higher conversions and more revenue..."
The 3 Key Elements Of A Successful SEO Campaign
- by Dustin Williams. SEO Blog, May 16, 2011. "SEO is similar to building a structure that will stand the test of time. A successful search engine optimization campaign requires a solid foundation to endure challenges from competitors and changes in search engine algorithms. A campaign that includes the following three key elements will have the foundation for long-term success. A Well Targeted Keyword Focus... Strong Page Element Optimization... Good Quality Page Content..."
The 4 Basic Areas Of SEO
- by Written by Mark Collier. Search Engine People, 27 April 2011. "SEO can be broken into 4 major areas. Breaking SEO down into these 4 areas simplifies the SEO process and allows you to refocus your time into the most effective sections of a successful SEO strategy. 1. On Page; 2. Off Page (Links); 3. Index-ability; and 4. User Behavior/Social."
Simple Tips For Writing An SEO Style Guide
- by Ian Lurie. Search Engine Land, March 3, 2011. Topics include: The Right Words; Linking Standards; Title Standards; Dcoumenting everything
Confidently Projecting ROI for SEO: Can it be Done?
- by Chris Boggs. Search Engine Watch, April 20, 2011. "... to confidently measure ROI for SEO, you have to temper expectations of high accuracy within exact number of visits or conversions, and lean more toward the school of performance growth as measured by trending lines. The models which I will discuss below have worked well and have proven to be in some cases surprisingly close to numerically accurate, and have certainly shown the ability to be trend-predictive..."
How To Hire an In-House SEO
- by John Lynch. Search Engine Watch, April 20, 2011. "... Here is a four-step guide to hiring a good SEO..."
SEO Projection Modeling
- by Marios Alexandrou. ClickZ, April 20, 2011. "... Projections remain difficult because of some basic and mostly insurmountable obstacles. First and foremost is that no one really knows all of the intricacies of the search engine ranking algorithms. Second, those algorithms continue to change regularly, especially at Google, such that even if reverse engineering were used to establish hard and fast guidelines today, those same rules could be wrong tomorrow. And the third big reason is that it's impossible to know if competitors – not just brands like yours, but any site that is competing for visibility in the organic search engine results – are about to kick off their own expanded SEO initiative, which would make your job even harder. So how's an SEO strategist supposed to respond to requests for a projection model? I'd start with the simple model that many use and then add some refinements..."
SEO, Usability and Analytics
- by Jeremy Bolt, Bruce Clay, April 19, 2011. "(Jeremy Bolt is a Director of Bruce Clay Australia and spoke on SEO, Analytics and Conversion at SMX in Sydney on the 15th April 2011. These are some of the key outtakes from his talk). Yes they can coexist, that is SEO and Usability and very often in a complementary manner; the data sources are just different. We encourage usability folk in all our clients to get more involved in understanding not only SEO, but also what Analytics is telling them, along with their focus groups and other user data..."
Collection of SEO related documents from the Bing Ecosystem
- by Duane Forrester. Bing Community Webmaster Central Blog, 13 April 2011. "Today's blog post is brought to you by the letters S, E & O. As in Search Engine Optimization. We have a lot of SEO related documents scattered around the ecosystem here at Bing and Microsoft, so I thought it would be nice to gather some of them into one location. This data will change as we update the main site but for now, it should prove helpful for folks looking to understand more about SEO and related topics..."
How to Write a Great SEO Case Study
- A Study Thing Happened on the Way to the Forum…. By Michael Martinez. SEO Theory – SEO Theory and Analysis Blog, February 8, 2011. "... A well-written case study should leave some room for interpretation. A single case study won't establish irrefutable facts but a body of case studies can go a long way toward clearing the medium of nonsensical ideas. Here are the elements I would like to see in SEO case studies: Dates and time frames; Declarations of intentions; Profiles of the case study subjects; A breakdown of the methods used to collect data; A breakdown of the methods or techniques being studied; A list of data sources; A concise presentation of the collected data; An analysis of the data..."
How To Do An SEO Audit
- By Michael Martinez. SEO Theory – SEO Theory and Analysis Blog, March 7, 2011. "The first step in any new SEO relationship is to conduct an audit. Imagine the poor client who has changed SEO providers several times. If the providers were all on their toes, they each conducted audits. Some businesses may dread the SEO audit process because, if done properly, it will be thorough and exhaustive. In fact, whether a company changes SEO providers or not, it's a good idea to conduct a thorough SEO audit at least once a year, especially if the business is drawing significant revenue from search traffic. The SEO audit should produce a snapshot of the state of health of a Website (and the publisher's SEO practices) at the time of the audit. The audit may identify problems but the problems should not be fixed during the audit (because the fixes change the sate of the Website's health). Inevitably someone comes up with some drastic the-world-will-end-if-we-don't-fix-this-now scenario that 'justifies' making changes during the audit. Such radical changes should be well and carefully documented but it would be best to defer them until after the audit..."
SEO on a Global Scale: Ranking Internationally
- by Guillaume Bouchard. Search Engine Watch, March 10, 2011. "When you target consumers in different countries, you often need a separate marketing strategy for each target market; this includes distinct branding, packaging, and messaging. Online marketing is no exception. When it comes to ranking in search results in different countries, you should have a search engine optimization (SEO) strategy for each country you're targeting..."