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Information about prestiva SEO Knowledge

Published on July 24, 2007

Author: prestiva

Source: slideshare.net

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prestiva, SEO, Knowledge, murali, venkatesh

http://www.prestiva.com/seo/
http://blog.prestiva.com

Tutorial just for you Prepared by: Murali Venkatesh http://www.prestiva.com/seo/ http://blog.prestiva.com Search Engine Optimization: Knowledge

Project Overview Detail for the WOVG a Search Engine Optimisation (SEO) strategy This means increasing the discoverability and ranking of Victorian Govt websites by external search engines, so that the content can be easily found by the wider community.

Detail for the WOVG a Search Engine Optimisation (SEO) strategy

This means increasing the discoverability and ranking of Victorian Govt websites by external search engines, so that the content can be easily found by the wider community.

Purpose of report The report contains: state of the Search Engine industry detail of the major players an overview of how to conduct SEO a broad strategy for the 200 plus Victorian Government departments and agency websites including a phased approach to implementation

The report contains:

state of the Search Engine industry

detail of the major players

an overview of how to conduct SEO

a broad strategy for the 200 plus Victorian Government departments and agency websites including a phased approach to implementation

Project dates May/June 2002 The industry is rapidly changing content of the report was correct at time of writing report contains many links to ensure longevity of information

May/June 2002

The industry is rapidly changing

content of the report was correct at time of writing

report contains many links to ensure longevity of information

Low level of optimisation of Vic Govt websites. The main challenges are: Increasing the number & quality of links between Vic Govt sites & relevant 3rd parties. Keyword research – knowing what keywords are appropriate & the projected amount of traffic each keyword can generate. Writing appropriate meta data & knowing which search engines use it. Listings in free search engines. Monitoring & measuring results. High Level Findings

Low level of optimisation of Vic Govt websites.

The main challenges are:

Increasing the number & quality of links between Vic Govt sites & relevant 3rd parties.

Keyword research – knowing what keywords are appropriate & the projected amount of traffic each keyword can generate.

Writing appropriate meta data & knowing which search engines use it.

Listings in free search engines.

Monitoring & measuring results.

Key Recommendations All sites Training workshops for key personnel Appoint responsibility for link analysis across all sites Channel / Portal sites Appoint SEO consultants for a fully managed solution Department / Major Agency websites Appoint SEO Consultants to work with staff on a partially managed solution Online support website – SEO Toolkit and checklist Agency sites Online support website – SEO Toolkit and checklist

All sites

Training workshops for key personnel

Appoint responsibility for link analysis across all sites

Channel / Portal sites

Appoint SEO consultants for a fully managed solution

Department / Major Agency websites

Appoint SEO Consultants to work with staff on a partially managed solution

Online support website – SEO Toolkit and checklist

Agency sites

Online support website – SEO Toolkit and checklist

Key Recommendations

Detailed summary Directory listings Important to be listed in the three main directories (Yahoo, Looksmart and DMOZ) before the crawlers, Then free inclusion crawlers, Finally the paid crawlers.

Directory listings

Important to be listed in the three main directories (Yahoo, Looksmart and DMOZ) before the crawlers,

Then free inclusion crawlers,

Finally the paid crawlers.

Detailed summary Multimedia Victoria can: Audit which sites are included in the directories, Contact Yahoo and Looksmart to arrange for bulk submission rates, DMOZ via Cheryl Hardy. Site Managers can: Identify keywords - start with Web Wombat, Conduct a competitive analysis for each of the keywords in each of the directories.

Multimedia Victoria can:

Audit which sites are included in the directories,

Contact Yahoo and Looksmart to arrange for bulk submission rates,

DMOZ via Cheryl Hardy.

Site Managers can:

Identify keywords - start with Web Wombat,

Conduct a competitive analysis for each of the keywords in each of the directories.

Link structure Identify and invite websites to link to Victorian Government websites. Link sites across the WOVG. Invite other local, state and federal government sites to link to the relevant Victorian Government sites. Invite other commercial and non-government relevant sites to link.

Identify and invite websites to link to Victorian Government websites.

Link sites across the WOVG.

Invite other local, state and federal government sites to link to the relevant Victorian Government sites.

Invite other commercial and non-government relevant sites to link.

Measure results and maintenance Measure results Implement standard measurement statistics Calculate the current ROI Maintenance Record of inbound links, Follow up on link invitations Record monthly statistics and look for: New keyword opportunities Performance of the main keywords Optimise and resubmit as required.

Measure results

Implement standard measurement statistics

Calculate the current ROI

Maintenance

Record of inbound links,

Follow up on link invitations

Record monthly statistics and look for:

New keyword opportunities

Performance of the main keywords

Optimise and resubmit as required.

State of the SEO Industry Search engines (SE) help people to find what they are looking for on the WWW Websites have to be submitted for inclusion in most SE SE compete for market share - do so by having relevant content Purpose of SEO is to identify keywords used by the end user that are most relevant to the content of the website & present it to the SE in a way that meets its criteria. Adds value to all parties - SE, web manager, end user.

Search engines (SE) help people to find what they are looking for on the WWW

Websites have to be submitted for inclusion in most SE

SE compete for market share - do so by having relevant content

Purpose of SEO is to identify keywords used by the end user that are most relevant to the content of the website & present it to the SE in a way that meets its criteria. Adds value to all parties - SE, web manager, end user.

Major search engines & directories Yahoo - an International directory of websites Google – a crawler based search engine AltaVista - a crawler based search engine MSN - Microsoft’s internet portal AOL – International Internet service provider Anzwers – Australian search engine Web Wombat – Australian search engine Looksmart - Australian owned International directory Go eureka – Part of the Telstra network DMOZ – Open Directory Project – international directory

Yahoo - an International directory of websites

Google – a crawler based search engine

AltaVista - a crawler based search engine

MSN - Microsoft’s internet portal

AOL – International Internet service provider

Anzwers – Australian search engine

Web Wombat – Australian search engine

Looksmart - Australian owned International directory

Go eureka – Part of the Telstra network

DMOZ – Open Directory Project – international directory

Search engine directories & categories Directories a categorised list of websites compiled by humans not software. an editor will review each site to ensure it meets guidelines then place it in appropriate category. human powered directories are searchable but do not read metadata. They rely solely on the information provided by the person that submits the site and their editors.

Directories

a categorised list of websites compiled by humans not software.

an editor will review each site to ensure it meets guidelines then place it in appropriate category.

human powered directories are searchable but do not read metadata. They rely solely on the information provided by the person that submits the site and their editors.

Search engine directories & categories Crawlers industry name for software powered SE use automated processes to find & index web pages. read content & some metadata fields have the ability to index every page use a unique algorithm to index pages & are constantly updating & refining methods for competitive advantage. submission process varies: some charge a fee & others crawl the web by following hyperlinks to find new content

Crawlers

industry name for software powered SE

use automated processes to find & index web pages.

read content & some metadata fields

have the ability to index every page

use a unique algorithm to index pages & are constantly updating & refining methods for competitive advantage.

submission process varies:

some charge a fee & others crawl the web by following hyperlinks to find new content

Search engine directories & categories Portals Some portals have a web search engine function eg. MSN network & ISPs such as AOL and Ozemail. Most portals rely on business partnerships with other search engines.

Portals

Some portals have a web search engine function eg. MSN network & ISPs such as AOL and Ozemail.

Most portals rely on business partnerships with other search engines.

Categories & the major players  AltaVista sponsored links  Google adwords  Looksmart  Overture (mainly US)  ninemsn  AOL  OPTUS  Google  AltaVista  Inktomi  Web Wombat  Yahoo  Looksmart / Zeal  Open directory project (DMOZ) Pay Per Click (PPC) Portals Crawlers Directories

example

Search engine networks & partnerships

Free inclusion option SE Web Wombat Zeal (Looksmart owned - non commercial content) Inktomi Open Directory Project (DMOZ) AltaVista Yahoo Australia Google Directories Crawlers

Crawlers AltaVista option of AltaVista.com or AltaVista.com.au Express Submit up to 500 URLs, useful for a small number of pages fee per URL for 6 months inclusion revisit each URL every 7 days Trusted Feed 500+ unique URLs, useful for sites that want to list every page XML data feed charged at a cost per click

AltaVista

option of AltaVista.com or AltaVista.com.au

Express Submit

up to 500 URLs, useful for a small number of pages

fee per URL for 6 months inclusion

revisit each URL every 7 days

Trusted Feed

500+ unique URLs, useful for sites that want to list every page

XML data feed

charged at a cost per click

Crawlers Inktomi supplies Aust SEs that use Looksmart - if a match is not found in Looksmart Search Submit up to 1,000 URLs, useful for a small number of pages A fee per URL is charged for 12 months inclusion revisit each URL every 48 hours Index Connect 1000+ unique URLs, useful for sites that want to list every page XML data feed charged at a cost per click

Inktomi

supplies Aust SEs that use Looksmart - if a match is not found in Looksmart

Search Submit

up to 1,000 URLs, useful for a small number of pages

A fee per URL is charged for 12 months inclusion

revisit each URL every 48 hours

Index Connect

1000+ unique URLs, useful for sites that want to list every page

XML data feed

charged at a cost per click

Crawlers Web Wombat an Australian search engine that has the ability to filter government and education websites. Paid express submission Websites pay a fee per URL and the site is guaranteed to be included within two weeks. Note: All Victorian Government sites are listed in Web Wombat.

Web Wombat

an Australian search engine that has the ability to filter government and education websites.

Paid express submission

Websites pay a fee per URL and the site is guaranteed to be included within two weeks.

Note: All Victorian Government sites are listed in Web Wombat.

Directories Yahoo one listing per website can submit to international category but may lose local listing some regions (inc Aust) offer a free submission as well as a paid express submission option. annual fee in US Dollars for international category Yahoo Express site reviewed in 7 days annually reoccurring fee but will allow website managers to modify the listing each year

Yahoo

one listing per website

can submit to international category but may lose local listing

some regions (inc Aust) offer a free submission as well as a paid express submission option.

annual fee in US Dollars for international category

Yahoo Express

site reviewed in 7 days

annually reoccurring fee but will allow website managers to modify the listing each year

Directories Looksmart Looksmart’s Looklistings are currently offered as an annual fee or cost per click. Non commercial content can be submitted through Zeal. Looklistings - For Small Business submit up to 3 URL’s per domain recurring annual fee useful to target competitive keywords Looklistings - For Medium to Large Business unlimited number of URL’s but sold on a cost per click basis minimum monthly spend applies

Looksmart

Looksmart’s Looklistings are currently offered as an annual fee or cost per click. Non commercial content can be submitted through Zeal.

Looklistings - For Small Business

submit up to 3 URL’s per domain

recurring annual fee

useful to target competitive keywords

Looklistings - For Medium to Large Business

unlimited number of URL’s but sold on a cost per click basis

minimum monthly spend applies

Indexing and listing methods Crawlers visit websites and add URLs to their index read metadata & rank according to location and frequency of keywords only metadata read: title, keyword and description crawlers may use directories to find new web pages Directories manual editors do not read metadata

Crawlers

visit websites and add URLs to their index

read metadata & rank according to location and frequency of keywords

only metadata read: title, keyword and description

crawlers may use directories to find new web pages

Directories

manual editors

do not read metadata

Listing methods Yahoo keyword driven - ranks sites according to how many times the keyword appears in the title, description and category - info provided by the site but reviewed by Yahoo editors. Yahoo reads Title most important titles that are ‘keyword rich’ will rank higher, title must be either the official name of the site or the business name. Description keywords in descriptions influences the ranking. Category Keywords in category add weight to the keyword count.

Yahoo

keyword driven - ranks sites according to how many times the keyword appears in the title, description and category - info provided by the site but reviewed by Yahoo editors.

Yahoo reads

Title most important

titles that are ‘keyword rich’ will rank higher, title must be either the official name of the site or the business name.

Description keywords in descriptions influences the ranking.

Category

Keywords in category add weight to the keyword count.

Example search results for ‘online marketing’

Listing methods Looksmart When examining best done on main distributor - ninemsn Title and description provided by website but reviewed by editors Looksmart reads Title This is the most important element, titles that are keyword rich will rank higher in the search listings. The title must reflect the content of the URL submitted. Description Keywords that appear in the description influences the ranking but will have more impact if they are closer to the beginning.

Looksmart

When examining best done on main distributor - ninemsn

Title and description provided by website but reviewed by editors

Looksmart reads

Title This is the most important element, titles that are keyword rich will rank higher in the search listings. The title must reflect the content of the URL submitted.

Description Keywords that appear in the description influences the ranking but will have more impact if they are closer to the beginning.

Example search results for ‘pay bills online’

Listing methods Google over 2 billion pages listed in its index ability to index & crawl HTML, PDF, ASP, JSP, CFM, and PHP Metadata Title tag – Very important. This is one of the key elements for Google. Keywords and description not supported Google analyses the location and frequency in which search terms appear on a web page. Keywords in the headings, bold or italics, hyperlinks and URL will boost relevancy. Google also uses link analysis to determine the importance of a page.

Google

over 2 billion pages listed in its index

ability to index & crawl HTML, PDF, ASP, JSP, CFM, and PHP

Metadata

Title tag – Very important. This is one of the key elements for Google.

Keywords and description not supported

Google analyses the location and frequency in which search terms appear on a web page.

Keywords in the headings, bold or italics, hyperlinks and URL will boost relevancy.

Google also uses link analysis to determine the importance of a page.

Listing methods AltaVista 550 million pages in their index location and frequency of the keyword is important prefer keywords in the Title as well as the start of the document. uses link analysis to determine the importance of a page Metadata Title tag – Very Important, include keyword. Keywords – AltaVista supports keywords but considers a repetition of more that 3 times spam. Description – Supported. This is what shows up on a search result.

AltaVista

550 million pages in their index

location and frequency of the keyword is important

prefer keywords in the Title as well as the start of the document.

uses link analysis to determine the importance of a page

Metadata

Title tag – Very Important, include keyword.

Keywords – AltaVista supports keywords but considers a repetition of more that 3 times spam.

Description – Supported. This is what shows up on a search result.

Listing methods Inktomi 500 million pages distributors inc ninemsn and Go eureka. Inktomi results generally show up in the Australian market secondary to Looksmart directory results better suited to non-competitive keyword phrases Metadata Title tag – Very Important, include keyword. Keywords – Supports keywords but considers a repetition of more that 3 times spam. Description – Supported. This is what shows up on a search result.

Inktomi

500 million pages

distributors inc ninemsn and Go eureka.

Inktomi results generally show up in the Australian market secondary to Looksmart directory results

better suited to non-competitive keyword phrases

Metadata

Title tag – Very Important, include keyword.

Keywords – Supports keywords but considers a repetition of more that 3 times spam.

Description – Supported. This is what shows up on a search result.

Link Analysis The greater the number of inbound links pointing to a site from related (or similar) sites, the higher the site will rank. Link analysis is the final screening process a search engine uses to determine which webpage deserves the highest position. Search engines examine the words in and around the link as well as the content of the site that contains the link and score it for relevancy.

The greater the number of inbound links pointing to a site from related (or similar) sites, the higher the site will rank.

Link analysis is the final screening process a search engine uses to determine which webpage deserves the highest position.

Search engines examine the words in and around the link as well as the content of the site that contains the link and score it for relevancy.

Spam Anything that attempts to fool the SE to increase ranking: Keyword stuffing (same colour text) when keywords are inserted into body text or source code in the same colour (eg white text on white background) Tiny text Text in very small font that is illegible under normal conditions. Redirect pages Pages that have no purpose but to rank highly for a particular search term and then redirect to another page as soon as a user clicks through.

Anything that attempts to fool the SE to increase ranking:

Keyword stuffing (same colour text)

when keywords are inserted into body text or source code in the same colour (eg white text on white background)

Tiny text

Text in very small font that is illegible under normal conditions.

Redirect pages

Pages that have no purpose but to rank highly for a particular search term and then redirect to another page as soon as a user clicks through.

Spam cont. Cloaking Some search engines do not approve. Cloaking is a method where a search engine sees one page, where a visitor sees another page. Link farming Producing large number of links pointing to a site for the sole purpose of boosting link popularity.

Cloaking

Some search engines do not approve. Cloaking is a method where a search engine sees one page, where a visitor sees another page.

Link farming

Producing large number of links pointing to a site for the sole purpose of boosting link popularity.

Identifying the right keywords Identifying the right keywords is paramount to the SEO process. Keywords should be: Relevant to websites' content, products or services. Used by potential customers in search engines. Convert to sales or enquiries, provide relevant information, downloads etc. for your services.

Identifying the right keywords is paramount to the SEO process.

Keywords should be:

Relevant to websites' content, products or services.

Used by potential customers in search engines.

Convert to sales or enquiries, provide relevant information, downloads etc. for your services.

Keyword generation Brainstorm / workshop A way to develop keywords eg. workshop to develop phrases that describe the unit’s / agency’s offerings review all off-line promotional material review and analyse the existing content of the Web site use website’s search function to capture and record each search analyse the log file / statistics to see which keywords people have used

Brainstorm / workshop

A way to develop keywords eg.

workshop to develop phrases that describe the unit’s / agency’s offerings

review all off-line promotional material

review and analyse the existing content of the Web site

use website’s search function to capture and record each search

analyse the log file / statistics to see which keywords people have used

Keyword research Once keywords have been developed need to determine how popular they are with users and how many websites are competing on these keywords. There are keyword research tools: wordtracker.com wordspot.com goodkeywords.com A source for Australian Government searches is Web Wombat http://www.webwombat.com.au/aus?ix

Once keywords have been developed

need to determine how popular they are with users

and how many websites are competing on these keywords.

There are keyword research tools: wordtracker.com wordspot.com goodkeywords.com A source for Australian Government searches is Web Wombat

http://www.webwombat.com.au/aus?ix

Content quality is important Search engines are seeking quality content A well-written, content rich web page can out-rank a poorly written and graphic heavy page with highly tuned metadata.

Search engines are seeking quality content

A well-written, content rich web page can out-rank a poorly written and graphic heavy page with highly tuned metadata.

Doorway pages A doorway (or gateway) page is a keyword rich html page that acts as an entry point to a site The purpose of a doorway page is to target a specific keyword phrase in the crawler search engines

A doorway (or gateway) page is a keyword rich html page that acts as an entry point to a site

The purpose of a doorway page is to target a specific keyword phrase in the crawler search engines

Structure of a web page that influences ranking Frames Many Victorian Government websites utilize a Content Management System / Distributed Authoring product in managing their online content. Common for these software products to use frames to display the web pages. Can cause problems: Framed sites have pages that are stand-alone and have poor link popularity. Also may not include important navigational information.

Frames

Many Victorian Government websites utilize a Content Management System / Distributed Authoring product in managing their online content.

Common for these software products to use frames to display the web pages.

Can cause problems:

Framed sites have pages that are stand-alone and have poor link popularity.

Also may not include important navigational information.

Structure of a web page that influences ranking HTML The html should not contain any unnecessary source code or tags as it will dilute the keyword density of a page. This includes: Comment tags Unnecessary Meta tags. Eg: revisit tags – few external search support. JavaScript should be placed in an external (JS) file

HTML

The html should not contain any unnecessary source code or tags as it will dilute the keyword density of a page. This includes:

Comment tags

Unnecessary Meta tags. Eg: revisit tags – few external search support.

JavaScript should be placed in an external (JS) file

Submission process Each search engine (crawlers and directories) has different submission (and removal) processes. The links are detailed in the report.

Each search engine (crawlers and directories) has different submission (and removal) processes.

The links are detailed in the report.

Analysing statistics Referring search engines Provides a break up of which search engines delivered the traffic. This is useful when measuring the return on investment on the paid inclusion programs. Referring keywords This information provides two important pieces of information. 1. The performance of existing targeted keyword phrases. How much actual traffic they delivered. 2. Identifying new keyword opportunities. Look for new keywords phrases that relate to the sites offerings and manually check the positioning in the major search engines.

Referring search engines

Provides a break up of which search engines delivered the traffic. This is useful when measuring the return on investment on the paid inclusion programs.

Referring keywords

This information provides two important pieces of information.

1. The performance of existing targeted keyword phrases. How much actual traffic they delivered.

2. Identifying new keyword opportunities. Look for new keywords phrases that relate to the sites offerings and manually check the positioning in the major search engines.

Analysing statistics Unique monthly visits The purpose of SEO is to increase the number of unique monthly visitors. It is good practice to monitor this on a monthly basis and measure it against the number of search engine referrals. This gives an overall picture on the Return on Investment. Site Paths (Entry and Exit Pages) This shows how many users entered a site per page and how many left per page. This is useful to check the effectiveness of high ranking webpages.

Unique monthly visits

The purpose of SEO is to increase the number of unique monthly visitors. It is good practice to monitor this on a monthly basis and measure it against the number of search engine referrals. This gives an overall picture on the Return on Investment.

Site Paths (Entry and Exit Pages)

This shows how many users entered a site per page and how many left per page. This is useful to check the effectiveness of high ranking webpages.

Maintenance Search engines are dynamic, they are constantly refreshing information. They constantly tune their algorithm to keep their results fresh. New sites are submitted daily, new search engines enter the market and keyword search patterns change. The maintenance process is simply an ongoing search engine optimisation process. Analysing and recording the website statistics will provide the knowledge required to maintain and improve existing levels of traffic.

Search engines are dynamic, they are constantly refreshing information.

They constantly tune their algorithm to keep their results fresh.

New sites are submitted daily, new search engines enter the market and keyword search patterns change.

The maintenance process is simply an ongoing search engine optimisation process.

Analysing and recording the website statistics will provide the knowledge required to maintain and improve existing levels of traffic.

Maintenance Improving positioning Inbound Links Keep an accurate record of inbound links Increase inbound links - from internal and external sources Google has a link tool Competitor Checks Keyword Density Meta Tags

Improving positioning

Inbound Links

Keep an accurate record of inbound links

Increase inbound links - from internal and external sources

Google has a link tool

Competitor Checks

Keyword Density

Meta Tags

SEO Tools Keyword tools Keyword Density Analyzer Measures the density of your sites’ pages and compares them to competitors Keyword Count Free web-based service Keyword Density Analyzer Web based keyword density and word depth calculator

Keyword tools

Keyword Density Analyzer

Measures the density of your sites’ pages and compares them to competitors

Keyword Count

Free web-based service

Keyword Density Analyzer

Web based keyword density and word depth calculator

SEO Tools Submission software SubmitWolf Pro A submission tool that also incorporates some of the paid inclusion engines. It is country specific. WebPosition Submits to the major search engines (mainly US specific). Optimisation tips and ranking. Dynamic Submission 2000 Submission tool with optimization tips and ranking – it also allows submission to different countries.

Submission software

SubmitWolf Pro

A submission tool that also incorporates some of the paid inclusion engines. It is country specific.

WebPosition

Submits to the major search engines (mainly US specific). Optimisation tips and ranking.

Dynamic Submission 2000

Submission tool with optimization tips and ranking – it also allows submission to different countries.

SEO Tools Ranking software WebRank This is an online-based ranking service AgentWebRanking This ranks a variety of major US and European and Australian search engines.

Ranking software

WebRank This is an online-based ranking service

AgentWebRanking

This ranks a variety of major US and European and Australian search engines.

SEO Tools Link analysis software Optilink This will analyse the current links pointing to a website and suggest changes. Maxametric

Link analysis software

Optilink

This will analyse the current links pointing to a website and suggest changes.

Maxametric

Current status of Vic Gov Websites Majority have identified keywords but will accept guidance, smaller sites will require assistance Most websites can be entered from any page Most websites have implemented metadata in-line with policy Many websites have submitted in the past, most manually, some using software. All larger sites have statistics package that track traffic - a range of suppliers are used. Most have access to adequate statistics but assistance in what to measure & track is required.

Majority have identified keywords

but will accept guidance, smaller sites will require assistance

Most websites can be entered from any page

Most websites have implemented metadata in-line with policy

Many websites have submitted in the past, most manually, some using software.

All larger sites have statistics package that track traffic - a range of suppliers are used.

Most have access to adequate statistics but assistance in what to measure & track is required.

Current status of Vic Gov Websites Inbound links low Opportunity for many more internal links across WOVG Metadata policy has been enacted however directories now do not read metadata - therefore not as important for SEO.

Inbound links low

Opportunity for many more internal links across WOVG

Metadata policy has been enacted however directories now do not read metadata - therefore not as important for SEO.

Charges by search engines

Key Recommendations

Detailed summary Directory listings Important to be listed in the three main directories (Yahoo, Looksmart and DMOZ) before the crawlers, Then free inclusion crawlers, Finally the paid crawlers.

Directory listings

Important to be listed in the three main directories (Yahoo, Looksmart and DMOZ) before the crawlers,

Then free inclusion crawlers,

Finally the paid crawlers.

Detailed summary Multimedia Victoria can: Audit which sites are included in the directories, Contact Yahoo and Looksmart to arrange for bulk submission rates, DMOZ via Cheryl Hardy. Site Managers can: Identify keywords - start with Web Wombat, Conduct a competitive analysis for each of the keywords in each of the directories.

Multimedia Victoria can:

Audit which sites are included in the directories,

Contact Yahoo and Looksmart to arrange for bulk submission rates,

DMOZ via Cheryl Hardy.

Site Managers can:

Identify keywords - start with Web Wombat,

Conduct a competitive analysis for each of the keywords in each of the directories.

Link structure Identify and invite websites to link to Victorian Government websites. Link sites across the WOVG. Invite other local, state and federal government sites to link to the relevant Victorian Government sites. Invite other commercial and non-government relevant sites to link.

Identify and invite websites to link to Victorian Government websites.

Link sites across the WOVG.

Invite other local, state and federal government sites to link to the relevant Victorian Government sites.

Invite other commercial and non-government relevant sites to link.

Measure results and maintenance Measure results Implement standard measurement statistics Calculate the current ROI Maintenance Record of inbound links, Follow up on link invitations Record monthly statistics and look for: New keyword opportunities Performance of the main keywords Optimise and resubmit as required.

Measure results

Implement standard measurement statistics

Calculate the current ROI

Maintenance

Record of inbound links,

Follow up on link invitations

Record monthly statistics and look for:

New keyword opportunities

Performance of the main keywords

Optimise and resubmit as required.

Estimated effort (cost) Next Steps – All Sites WOVG Link analysis Estimated effort for 200 sites: 45 days Training workshops in SEO procedure. Three workshops – 2 monthly (July, Sept, Nov) July - Keywords Sept – Optimisation and Submission Nov – Reporting, measuring ROI and maintenance Estimated effort: 2 Days per workshop

Next Steps – All Sites WOVG

Link analysis

Estimated effort for 200 sites: 45 days

Training workshops in SEO procedure.

Three workshops – 2 monthly (July, Sept, Nov)

July - Keywords

Sept – Optimisation and Submission

Nov – Reporting, measuring ROI and maintenance

Estimated effort: 2 Days per workshop

Estimated effort (cost) Extra Steps – Channels / Portals Optimisation Identify and categorise keywords for each Channel / Portal site. Insert title, description and meta tags on each unique web page. Identify other Government sites and non commercial sites to exchange links with. Estimated effort for 20 sites: 65 Days Paid Submission Yahoo and Looksmart to target medium level competitive keywords. Approximate Cost: $20,000.00 Consider Pay Per Click for Highly competitive keywords

Extra Steps – Channels / Portals

Optimisation

Identify and categorise keywords for each Channel / Portal site.

Insert title, description and meta tags on each unique web page.

Identify other Government sites and non commercial sites to exchange links with.

Estimated effort for 20 sites: 65 Days

Paid Submission

Yahoo and Looksmart to target medium level competitive keywords.

Approximate Cost: $20,000.00

Consider Pay Per Click for Highly competitive keywords

Estimated effort (cost) Extra Steps – Department sites Submission Submit each site to DMOZ Submit to Zeal Estimated effort for 9 sites: 4 Days

Extra Steps – Department sites

Submission

Submit each site to DMOZ

Submit to Zeal

Estimated effort for 9 sites: 4 Days

Questions? Contact : http://blog.prestiva.com http://www.prestiva.com/seo/

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