Bringing the SEO Strategic Plan to Life SEO Part 2

Last weeks Blog was how to start a Search Engine Optimization (SEO) Plan. Today, I want to go over making the plan work.

Your first step is to review all copy that describes your business. That includes brochures, web pages and anything else that describes your business. Next, start creating a list of the most descriptive words and phrases.

Once an exhaustive list is compiled, start expanding the list. There’s a number of options to help you in finding new descriptive words and phrases. This includes a few free options. One that I like is Keywords Everywhere. You can download a browser add on to Chrome or Firefox, type in one of your words or phrases and related and long-tail keywords appear on the left of your screen. SpyFu is nice because it allows you to check up on your competitor’s words just by typing in your competitor’s website. The free version will give you the top five words and their search volume and organic clicks. For anything more, you’ll have to purchase either a monthly or yearly plan.

For free keyword research, Moz is still the best of them all. Here are a few of their free services:

  • Keyword Explorer for prioritizing the best keywords for your website.
  • Link Explorer finds content and link building opportunities.
  • Moz Bar shows how your website appears on local search engines and directories, and how it can improve with Moz Local.
  • Free Domain Analysis for SEO metrics including top pages, ranking keywords and competitive analysis.
  • Research Library gives you answers to every SEO question under the sun including the temperature of the current Google algorithm.

Once your list is complete, start writing copy with those words in phrases. This does not mean stuffing a key word into every sentence. Google will figure it out that you are word stuffing and not serve your pages as frequently or put you on page 45 of the search engine results pages (SERP). Write naturally with the keywords and you don’t need to use every single one on every page.

Each page should have a meta title and meta description. This is the descriptive copy that appears in SERPS. It appears in the code on the page source. To make sure that your titles and descriptions are not truncated to another page, meta tags should be 50-160 characters and titles should be 50-60 characters.  Meta tags do not directly affect how the Google algorithm affects your SERP, but a well written meta tag description will attract the right people to your website. Having people click on your website and stay on your website will increase your popularity with the Google algorithm and create better SERPs for your business.

Other areas that are just as important to work on include user interface (UI) or how the webpage will look and user experience (UX) or how the user interface operates. If visitors to your website can’t easily navigate your site and it’s constantly crashing or breaking, the Google algorithm will once again, downgrade your SERPs.

Now, you’re ready to start building your website. If you find that you need advice or assistance, JP Enterprises can complete a small part of your SEO project or finish the entire plan. Drop us a note and we are happy to help.

The last part of this series will go over image searches and keeping fresh copy on your website. See you next week!

Denise Hartman is the SEM director for JP Enterprises Unlimited. She lives in the South Side Slopes of Pittsburgh, Pennsylvania with her husband Bill, son Teddy and cat Charlie.

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