Google Seminar – SEO Bootcamp and How to Audit Your Website
Alright, Bootcamp time!
On-Page Optimization Soldiers! We kick things off in the first week of any search engine optimization campaign by making sure all pages of a website are properly coded. The very first thing we do is an SEO evaluation and then we begin based off of the keyword list that we’ve lock in. We start writing code for the homepage and all the other pages. In the first 2 or 3 weeks, we don’t even do any link development because all of our time is spent optimizing the site for the keywords that you have—different pages are optimized to focus on different keywords.
You should never focus on more than 4-5 keywords per page. Okay? Your homepage typically is more broad. It will focus on your big, heavy hitters. The top dog keywords. Your top 2 or 3 keywords, whatever those are. Your homepage is gonna mostly focus on those, and then your sub-pages are gonna focus on less, more specific called long tail terms.
The content ninjas. We author content and encourage clients to write content on their own. Also, we can fully optimize Google Places with pictures and videos. It needs to be 100% populated.
As part of the auditing process, we use Copyscape and look for duplicate content and any other penalties. Often, whenever we approach a new website, one of the most common problems we find is duplicate content. Yes, if you copy your own content and duplicate it across it your pages, even though that’s your own personal content, you will be penalized for it.
Google has no tolerance for duplicate content. That means even content duplicated on your own site can hurt your rankings—we saw this affect several clients who wanted to have their own content listed on several different pages. Yes, that will hurt you.
There is a free utility that will check for duplicate content—tools for empowering you to do some basic self-auditing of your website. We’ll go over more of those in a sec. But first, Keyword Research.
How many of you guys have used Google Keyword Estimator?… That is most prevalent one. There’s a whole lot of different utilities out there, but most of them actually just put a prettier face on the same data coming from Google. So all you do is Google, ‘Google Keyword Estimator,’ and it’ll pop up.
Next, you can check your back links. You guys can actually check your own back links. And you can find out how many back links a competitor has. As far as backlink utilities go, we recommend linkdiagnosis.com using the Firefox browser. It’ s a numbers game and a quality game. Oh yeah, and it’s free.
If you guys don’t have it right now, you can reinstall your Google toolbar. Or just enable it. There’s a bar that shows your page rank on a scale of zero to 10. Most sites we start off with a PR zero—because they don’t have any backbone, they don’t have links pointing to their website, and that’s why they come to the SEO company saying, “Alright guys we need back links developed.” And then we start seeing that page rank number increase.
The more your page rank popularity increases, the more often you get visited by Google and the higher your specific keyword rankings are month to month to month. We mentioned duplicate content and there is a great utility to check for it: Copyscape.com. About 20% of the campaigns we work on end up having some amount of duplicate content, whether it’s on their own site, or on someone else’s.
The more popular your website gets, and the higher your rankings, the more likely it is that somebody will copy your content and slap it on their site. This shouldn’t affect you because Google gives credit to the site that had it first. However, we have seen a few cases where the original creator of the content is penalized for someone else copying their text. So just keep that in mind. And we’ll keep looking out for it.