As of late, there has been an alarming number of monkey see, monkey do blogs that mimic each other like parrots in regard to SEO without providing any true merit or content to the visitor.
Either though lack of thoughtful planning or fear of losing the interest of the reader, I have observed that they all tend to omit the how to part and keep the conversation as shallow as a wading pool. Instead, I have elected to share strategies from the vast ocean of website optimization methods that SEO professionals utilize daily for producing results.
Naturally each SEO has their own methods, some better than others. So, it is truly about finding the right mix and match of optimization methods for your on page and off page SEO to see which strategies work the best.
At SEO Design Solutions, our philosophy is about solving common problems and providing solutions such as achieving improved rankings in search engines, building links for page rank or website promotion, getting more traffic, etc.
So here is one strategy we would like to share with you to increase the likelihood of achieving top 10 placement for your new content.
How to introduce new website content
Say you wanted to rank for a specific term online how would you go about it?
1. Research the keywords
Keyword research is essential, finding the right keywords can mean the difference between your phones ringing off the hook and leads coming in faster than you can keep up, or crickets playing with a hit meter of zero on the stats. Something as crucial as this should not be overlooked.
Oftentimes it is easy to make assumptions that particular words would drive traffic than others. I assure you nothing is farther from the truth. Branding is one thing, but finding keywords with traffic is a science. If you begin acquiring rankings for less competitive keywords eventually over time search engines will develop a unique relationship with your website.
This is the beginning of building website authority which is your most power asset in long term search engine optimization. Even though the keywords you are targeting may be less competitive, over time they add up and will elevate your website authority over time into a higher category for more competitive terms.
This is the beginning of optimization for the long tail search terms that have been proven statistically to produce a higher conversion than say a more broad search term with much higher search volume.
2. Determine the keywords competitiveness and evaluate top 5 sites in that category.
There are a variety of methods for determining how competitive keywords are. One quick way is to open a fresh query in Google with the key phrase in question enclosed in quotes “insert keyword here” hit return and see how many results it returns.
The rule of thumb is, if you see less than 50,000 results for a keyword or key phrase “enclosed in quotes” then go for it. Once you secure the root phrases associated with the term, the optimization will work both up and down the tail acquiring higher rankings when any combination of the terms are combined in searches.
For example we might add search modifiers like affordable, effective, professional, or services to a keyword when performing research. You can dial in the optimization this way and rank specifically for a term in this way if it is more competitive, even though your website may not be returned in a top 10 search result for a slightly different variation. Each search engine has it’s own ranking algorithm, but the fundamental remains the same.
When to consider other keywords
Depending on the link popularity of your website, if you have a website that has been optimized properly with a page rank of 3 or more you should be able to target keywords with as many as 150,000-300,000 results. If you have a site with lower page rank (simply a popularity metric), then that essentially means you will need more link juice to direct toward the on page SEO you have done, to give your page a fighting chance against other sites.
As a side note, having a high page rank does not mean that you will constantly outrank someone with the same or lower page rank.
If your code has flaws on the pages, if you failed to clearly create structure or fail to impress upon the spiders what the topic is, it is quite possible for a low page rank website can have a page from their sub folders out rank your pages, even with a page rank of zero on the page.
Rankings are determined by authority, keeping your site fresh in the SERP’s through adding valuable content and links can accomplish this faster than waiting around for 3-4 years for your website to gain recognition.
Let’s summarize what we have covered, first you have identified the right keywords, and performed a little competitive analysis. It’s time to get to work on the on page optimization.
3. Create a fresh page using the keywords
Naming the page is the first step in on page SEO. Say you wanted to rank for the term Chicago Advertising Company, how could you do it from scratch. If you had a site that already had a theme that was consistent with the industry and already have some links to your website, then just create a new page.
In the title use the keywords “Chicago Advertising Agency” or for added affect, you can add a supplemental term “Chicago Advertising Agency – Advertising and Marketing Services in Chicago”. Write a succinct description, think of this as a search box and try to write a description that has terms that people would actually type in searches to find your website.
Searching for a Chicago Advertising Agency? > insert company < offers ( affordable, professional, effective ) advertising and marketing services in Chicago. This would provide the search engines with ample information for ranking your page.
The qualifying words (affordable, professional, effective, services) increase the range of the keywords for long tail optimization in the event that someone types in a variation of the keyword in conjunction with another descriptive term. After that add a site map both XML and HTML versions, make sure your new page is receiving at least 5-10 links from your other pages (home page is essential) and at least 4 of your other strongest pages. From there it’s time to develop the off page SEO to give your page some needed support.
4. Build Links
There are so many methods available for building links, I will simply cover one. Strategic business blogs. Blogs provide the ability to augment organic search engine optimization results by using optimized hyper links from the blog to your page. If you wanted to find out how many links you need to build in order to place your page into the top 10, perform a search in Google with the term “in quotes” check the top organic listing and then copy and paste their URL into Yahoo site explorer.
From there select the link tab and see how many inbound links they have from other URL’s. This should provide you with an estimate of how many links you will need to point at your pages in order to rank competitively along side that page.
Keep in mind it’s not always a quantity issue, it’s about the quality of the link. If you can get links form authority sites with keywords as the link pointing back to your site, this alone can produce tremendous ranking power for your website.
I have seen SEO companies create Myspace accounts and accounts on various other networks to provide link juice to new pages on their site or the site itself (squidoo is another used this way). It is simply one method among hundreds to generate links and build authority for each of your pages, so the entire site becomes stronger. This is the basis of deep linking, spread them out and use them wisely.
5. Promote your site and your new page
Now that you have identified the keywords, performed some competitive analysis, created a page and built some links to your pages, you are ready to see your page rise to the top of the SERP’s like a helium balloon.
My suggestion is to write an article using the main key words from your page and in the resource box hyper link the key words that best describe the page the link is pointing at, publish your article using a syndicated online source, and sit back as you observe the rise in rankings when your page skips into the 80’s, touches down in the 50’s a few days later and then inches it’s way up the top 10.
So there you have it, a great new way to add pages that rank right out of the box and build authority while you are at it.