Dealing with Larger Sites

Loading...

Из курса от партнера University of California, Davis

Optimizing a Website for Search

517 оценки

University of California, Davis

Optimizing a Website for Search

517 оценки

Курс 3 из 6 — Specialization Search Engine Optimization (SEO)

Learn the ins and outs of optimizing a website, from conducting an initial audit to presenting your findings and recommendations. Hands-on activities include learning how to select and apply appropriate keywords throughout a website, incorporating keyword research in a content marketing strategy, and optimizing a site for local search. You will also learn strategies for setting goals and client/stakeholder expectations, building effective analytics and reports, and communicating SEO improvements.

Из урока

Introduction

Welcome to week 1! As you may remember from Module 4 within the last course, Search Engine Optimization Fundamentals, keywords are an extremely important tool for helping your customers find you in an often crowded field. Effective use of keywords on your optimized website can result in free targeted traffic to your site, helping you to reach your business goals. In this module, you will use the keyword research you conducted in the last course and you will learn a process for selecting the best keywords to optimize your website in search results. We will look at concepts like relevancy to the site, keyword intent, how competitive the keyword is in organic search, and how well that term might convert once it receives traffic. We’ll also discuss how to identify and evaluate competitors, how to map keywords to pages, and how to create a keyword map for your clients and your own site. There is a lot to discuss in our first module, so if you are taking this course without learning the materials of module 4 within the SEO Fundamentals course, I highly recommend you complete that module before diving into this one. So, let’s get started learning how to apply keyword research!

Applying Keyword Research Introduction0:48

Why do a Competitive Analysis?2:44

How to Perform a Competitive Keyword Analysis5:48

Analyzing Your Competition6:59

Develop a Plan to Compete10:18

Competing With Page Level Information4:10

Dealing with Larger Sites4:09

Mapping Keywords to Pages3:40

Questions to Ask3:52

Keyword Mapping Processes4:32

Creating a Keyword Map for Clients4:12

Познакомьтесь с преподавателями

Rebekah May
SEO Manager & Lead SEO Instructor, Lead Qual
UC Davis Division of Continuing and Professional Education

So far, we've been discussing the importance of keywords in identifying and

evaluating competition at a fairly high level.

In this lesson, we'll dig a little deeper to discuss the importance

of optimizing the deeper pages on your website.

This is especially important for

larger websites where there is strong competition.

Finally, we'll take a look at ways to make our website stand out in a crowded field.

So far, we have analyzed keywords and competition around a set of main keywords.

It's important to consider how deeper internal pages can be optimized and

how competitive those pages are.

Let's perform a quick analysis of competition on inter pages.

This is one additional exercise for

sites which have large textsonomies such as a book rental website.

First, take a look at some of the main categories within the site and

compare the top organic competitors for

these category level keywords to who is ranking well in organic search.

This is an easier exercise,

as it's not as involved as the previous spreadsheet we filled out.

In this example, we aren't writing down all the competition we see

because we've already established who our main competitors are.

This exercise allows us to get an idea of

how strong those competitors are in other keyword areas.

For example, I looked at curriculum specific queries such as

history textbook rentals and I plug these into the keyword difficulty tool.

If any of our main competitors that we've already identified, showed up for

these new queries, I noted the position.

I ignored other sites that were not identified as top competitors

because we want to focus on the sites we know are performing well for

both main keywords and for these more specific, category level keywords.

Throughout this process, we have refined our keywords to a few select choices.

Through our competitive analysis, we have found the competition would

be similar across the board for each of these keywords.

So we should select the best keywords which represent the site or

specific sections of a site the best.

These keywords were chosen based on the following factors.

The search volume of the keyword.

We are looking for good search volume for particular phrases.

For example, we discussed how e-textbook rentals and

similar phrases such as electronic textbook rentals have better volume

than digital textbook rentals, so we will go with variations of those phrases.

We'll also look at user intent.

We selected the keywords that showed clear intent.

For example, rental related keywords shows a clear intent to rent.

We also want to make sure the keyword aligns with our audience.

We saw how our audience tended to use terms like e-book,

which matches up well with terms like e-textbook.

Another thing we'll look at is competition.

In this case, competition was relatively similar across the board.

So we can set expectations on what it will take to perform well in this space.

Based on our findings, we will need to develop pages well targeted

to our chosen keywords, develop really great content, and work on developing

good site authority through off-site methods such as link-building.

One area we can stand out in is by providing a variety of resources

in addition to just text and images.

That completes the video portion of this lesson.

Ознакомьтесь с нашим каталогом

Присоединяйтесь бесплатно и получайте персонализированные рекомендации, обновления и предложения.

Coursera делает лучшее в мире образование доступным каждому, предлагая онлайн-курсы от ведущих университетов и организаций.

© Coursera Inc., 2018 Все права защищены.

Загрузить из App Store

Загрузить в Google Play