Search Engine Optimization (SEO) Check List v.1.0

I just finished the first version of the search engine optimization check list a few days ago. Working on it was challenging and rewarding. Challenging in the sense that it is a relatively new area for me and challenging because I had to compile a very large topic into a check list of no more than a few (two) pages. Rewarding in the sense that I got to create something useful for the company while learning something new.

The check list is based on the use of free tools, which I thought conveniently fitting for a student. As a professional marketer, you might want to take advantage of the more elaborate purchasable tools like Wordtracker and Google Adwords (full version).

The check list is written to marketers with only basic knowledge of website programming, which the technical specifications clearly show. For general technical specifications regarding SEO in website developing see Danny Dover’s Web Developer’s SEO Cheat Sheet.

Here goes.

Search Engine Optimization Check List

Preparations

1. Most Wanted Response

The Most Wanted Response (MWR) is the action/reaction that you wish to achieve from users when visiting the site. It can be anything from signing up for a news letter and using a search engine to find more information to purchasing a product and viewing a video. The MWR is important in determining what content to put on the site and the content is important in defining the SEO strategy (key word selection, key word density, link structure…)

1.1. What is the purpose of the site/page?

What is the client offering the users?

1.2. What possible responses are available on the site/page?

What opportunities does the user have to interact: Sign up, purchase, search and such?

1.3. What are the conversion goals

The conversion goals are the actions/reactions that ensure a “sale”. Is the goal a purchase of a specific product or is the goal to have the user submit an email-address or phone number to be contacted regarding the purchase of said product?

1.4. Make a prioritized list of most wanted responses on the site/page.

2. Key Word Research

2.1. Brainstorming

2.1.1. What keywords does the client think fits the product/service?

2.1.2. What are customers/users likely to type in to search engines to find the information/services offered?

2.1.3. What keywords fit the business area generally? These are typically the “prime” general sector key words that comprise several sub-sectors. Example. “Home Construction” when the company is in carpentry or masonry. Ranking through these terms usually requires Pay-Per-Click marketing.

2.2. Surveying

2.2.1. What have customers/users previously typed in to search engines to find the information/services offered? (If possible)

2.2.2. Use the initial set of keywords to conduct research on Google. Type in the key words in Google and examine the result. Are the key words suitable?

2.2.3. Scan the sites returned for more keywords and content ideas.

2.2.4. Find major competitors on Google and examine what key words they are found through.

This involves checking their title and description tags in the HTML. Can also use SEMRush.com’s keyword parsing tool to determine which keywords the competitors are targeting (if any).

2.3. Research Tool Data

2.3.1. Check keywords to a Keyword Research Tool .

2.3.2. Get suggestions to more keywords using the Keyword Tool.

2.4. Term Selection

2.4.1. Create a keyword matrix using the result from the Keyword Tool.

2.4.2. Control terms for difficulty using the Keyword Tool.

The Google Adwords External Keyword Tool returns each keyword with difficulty High, Medium, Low or Very Low. Difficulty means how difficult it will be to get a high rank with that specific keyword, since it is very common and fits countless pages. High Difficulty means that PPC needs to be used in order to achieve rank on this specific keyword.

2.4.3. Consider if/what keywords are more suited for Pay-Per-Click.

2.4.4. Make sure Long Tail keywords are included.

Only 30% of all hits are the result of the most popular keywords and phrases, and these hits are often made by “window shoppers”. Long Tail keywords are multi-phrase search queries which users use on search engines to find the right website.

Example:

“Shoes” returns 307.000.000 pages that the user will have to browse through to find the right page.

“Men’s shoes leather size 9” returns only 479.000 pages all of which have a significantly higher relevance.

Benefits from Long Tail keywords:

· Lead to higher conversions. If you attract users on Long Tail keywords they are probably looking for exactly what you supply.

· Easier to rank. There is significantly lower competition on Long Tail keywords compared to the popular “prime” keywords.

· More visitors. Targeting Long Tail keywords will gradually increase search engine traffic to the site, because more pages are ranked/indexed. Increased visibility.

2.5. Performance Testing and Analytics

2.5.1. After implementation keep track of web traffic, activity and conversions using Google Analytics, Google Webmaster Tools and/or similar to further refine keyword selection.

2.5.1.1. Basic Tests

2.5.1.1.1. Total Organic Traffic. Is the number of visits increasing?

2.5.1.1.2. Indexed Pages. Do a “site:yourdomain.com” command in Google and see how many of the domain’s pages are indexed. More pages indexed = Increased visibility.

2.5.1.2. Advanced Tests

2.5.1.2.1. Number of visits per keyword phrase. Are the chosen keywords generating the expected traffic?

2.5.1.2.2. Brand search terms vs. non-brand search terms. A higher percentage of brand traffic usually means we’re not capturing the Long Tail traffic.

2.5.1.3. Professional Tests

2.5.1.3.1. Yielding pages. Is traffic generated from the front page alone or are subpages contributing to the traffic?

2.5.1.3.2. Total Number of Queries Ratio. Looking at the total number of possible queries for a specific key phrase will reveal a percentage. Higher percentage is an improvement.

Implementation

3. Content

3.1. Use of keywords/key phrases in:

3.1.1. The Title tag (no more than 70 characters)

3.1.2. The Description tag (no more than 155 characters)

3.1.3. Headings and subheadings

3.1.4. Body copy – use Bold or Strong to emphasize keywords.

3.1.5. Links on the page – use the Title attributes and put keywords in the anchor text.

3.1.6. Alt text attributes on pictures

3.2. Avoid putting content in Flash or JavaScript

3.3. Adhere to the 3-click rule for important content

No important content should be further away than three clicks from the front page. Usability contributes to the PageRank of the site if users find it important, relevant and easy to navigate.

3.4. Avoid frames

3.5. Make sure the MWR is easily discernable

The page should encourage the MWR

3.6. Add a Sitemap

3.6.1. Free sitemap generator at XML-Sitemaps.com

3.7. Ensure internal linking outside the navigation

Make sure there are text links to and from important sub-pages outside of the navigation. Either use contextual linking (links within a body of text) or footer navigation.

3.8. Avoid duplicate content

3.7.2. Check the site for duplicate content internally using Webconfs.com’s Similar Page Checker

3.7.3. Check the site for duplicate content externally using Copyscape

3.7.4. Make use of the robot.txt to prevent duplicate content

3.7.5. Make use of the “nofollow” argument when linking to duplicate content

3.7.6. Make use of the “noindex” argument when page contains duplicate content

4. Link Building

4.1. Check possible backlinking from:

4.1.1. Listing on subsidiary and partner sites

4.1.2. Directory listings

4.1.3. Press releases/printed material

4.1.4. By-lines in articles

4.1.5. Reciprocal links

4.1.6. Paid-for links

4.2. Blogging

Blogging contributes to increasing visibility

4.2.1. Internal blog

Create and maintain own blog to supply relevant articles, materials and/or insights on topics important to the product/service, use of the product/service or other topics somehow related to the product/service

4.2.2. External blogs

Contribute to external blogs on the product/service, use of the product/service or topics otherwise related to the product/service.