Importance of Keyword Prominence and SEO

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Unknown Secrets of SEO
Fourteenth E-Webstyle.com SEO Podcast April 10th 2009.  Second page of Transcription

Chris Burres: It doesn’t equal the call to action. Maybe sales isn’t your goal or maybe you just want people to sign up and get a free membership or whatever your goal is, if you’ve got position one or five, I’m telling you, the websites that is better put together that has clear calls to action that is less distracting, but still very informative, is the one that’s going to get better results.

Paul Hanson: Of course. I’d like to…I’m sure everyone has heard the phrase, if you’ve built it. You can’t just build a website and expect traffic, and I’m going to borrow from that. Just because you’re in the best position doesn’t mean they’re going to convert to a sale or do…you’re not going to get a goal or a new assignment…

Chris Burres: Call to action or achieved. Yeah. That is a great example because it isn’t just about traffic. We want to work towards traffic, and then, we start the process on day one, but we specifically meet with our clients on a regular basis to see now you’ve got great search engine placement, and you’re realizing in your reports that great search engine placement and the traffic that it’s bringing, let’s see what we can do with that traffic.

So that’s where we really get into competitive analysis, but typically, competitive analysis has more to do with why are you on the first page of Google, or why are they typically in this scenario? Why are they on the first page and you’re not?

Paul Hanson: And what are they doing that I’m not doing? What are they doing that’s helping them? And if I’m not doing it, let me do it so I can beat them.

Chris Burres: Exactly, and there’s a couple of things that you’re going to look at. You want to pull up reports on what are inbound links. How many inbound links today I have had? What are the values of those inbound links? And that’s specifically for Google. We also want to look at…there’s a lot of tools out there. There’s a whole lot.


Paul Hanson: Yeah.

Chris Burres: If you Google competitive analysis websites, you could go add [0:08:59]. There’s a tool that we’ve used here on and off for a very long time called Web Position Gold. They have a really nice tool where it’s called Page Critique, and it actually will go in and say…and this is the advantage of a company whose focus is to write the software.

What they do is they go in and say, “Okay, we believe that one of the things that Google looks at, because it’s not published, but they believe that one of the things that Google looks at is the frequency of a particular keyword in your title, in your heading, in the link test, and hyperlink URLs. That would be the actual URL of the webpage, and in body text.

So then they say, “Well, we think those are the important things. Let’s kind of create some ratios and understanding about that.” So let’s say to the person who has the number one position for a particular keyword. And we’re going to analyze that webpage, and we’re going to say, “Okay, how many times did they use the keyword and the title?”

What was the word count? So, how many words were there in the title? And what is the ratio of the keyword to non-keyword words and the title? And they’ll do that analysis, and they’ll do it in the heading. They’ll do it in the link test, and they’ll do it in the body text.

And so, when they do all of that, they come with these guidelines, and they say, “Okay, we’d analyzed a hundred of the number one position websites, and according to our analysis, these are the optimal amounts of keywords that should be here. They’re the optimal amounts of word counts that should be there and ratios.

And then, you don’t only compare to the first position. You also compare it to the 50th position just to see if your assessment is correct, and having a different value than that which succeeded on the first page, actually caused you to fall off. Does that make sense? Did I explain that well because I…

Paul Hanson: Well to me, that sounds great. In our previous podcast, we have stressed keywords, keywords, keywords. You can’t really put enough importance on the keywords, and this tool is phenomenal because it will tell you, “Hey, this is what the other team is doing with their keyword like watching film.” What are they doing with their keywords? Let me make sure that if their website is “successful” in their ranking, what can I duplicate? What can I borrow from them so to speak to duplicate that success? I think it’s a great tool, and I’d recommend anyone use it now. I’m not sure if…I mean, if you’re Joe the Plumber mom and pop, are you going to take the time that we take to actually sit and do this? I would probably say, “For the most people, probably not,” which is why you’d come to a company like E-Webstyle and say, “Hey, do this for me. Let me run my business.”

Chris Burres: And there’s always a learning curve, right?

Paul Hanson: Of course.

Chris Burres: We have already climbed the learning curve so you don’t get charged when you’re working with us for climbing the learning curve, and you’re not wasting your time trying to curve that learning curve.

And one of the things that’s particularly challenging about search engine optimization is…Typically, the way you climb a learning curve is you try something, and you look at the results.

Paul Hanson: Uh hmm.

Chris Burres: And you try something, and you look at the results.

Paul Hanson: And you wait what are the results.

Chris Burres: Exactly. With SCO, that wait period is we try something, you wait 2 weeks, 3 weeks, maybe a month.

Paul Hanson: Yeah.

Chris Burres: Then you try something else. You wait that same period of time, and so your learning curve, it’s not that it’s any steeper, it’s worse. It’s actually longer.

Paul Hanson: Yeah, it is.

Chris Burres: It takes more time. You don’t have to be brilliant to be a good SCO person. We’ve got our webpage up in a week.

Paul Hanson: Yeah.

Chris Burres: That’s easy. The challenges is actually knowing what you need to do, and then, doing it over the long haul. And so that’s when we say, “Hey, use a professional because you’re going to spend a lot of time, a whole lot of time doing that optimization.”

So, for an example, we just ran a report on one of our clients, on one of the pages, and it gives information like, “Okay, keyword frequency.” It says, “A keyword frequency of one as suggested for your title area.” So that’s just saying whatever your keyword is for that page that you’re optimizing, you should at least mention your keyword once and the title.

Paul Hanson: To me it seems obvious.

Chris Burres: Yeah.

Paul Hanson: The title is important.

Chris Burres: Yeah.

Paul Hanson: And you’re trying to optimize for a keyword, maybe we should throw our keyword in the title.

Chris Burres: In the title. The next thing on the list is word count, so its recommendation is to have 6 to 9 word count in the title area. So although you may only be mentioning your keyword once, you should have a total of between 6 and 9 words in the title area. So that makes sense.

And then, the keyword prominence is where it starts doing the ratio of your keyword to words that are not keywords and its recommendation is 60%. So this is a really good tool because it tells you, “Okay, this page is spot on. This page does have the keyword in the title or it doesn’t.” How many words are in the title, and I see, on this one, we actually need to add a couple more words to that. We can do that before we’re done with the podcast actually.

Paul Hanson: And then we’ll see the results in a month.

Chris Burres: We’ll wait. We’ll see how it goes. And then keyword prominence is again, the right ratio. And again, these are not hurting fast numbers. These are not like Google came out and said, “Look, in order for a page to do well, you need to have your keyword once in the title, and you can have between 6 and 9 words in the title, and your keyword must be 66% of the title.”

Paul Hanson: Uh hmm.

Chris Burres: Google doesn’t say that. This is just what they kind of figured out or extrapolated from running their analysis of existing page 1 web pages. Keyword frequency of 1 is suggested for the heading area, so then it just does basically the same thing in heading area. Word count 1 to 15, keyword prominence of 68%. Interesting, very similar ratio there. We don’t want to read all of these.

One of the things that’s also interesting is the URL. You often hear that we get customers who are first is reaction. We have one customer who was like I want all these domain names because these are potential search terms. Ironically, he’s the guy we can’t convince he should be doing SEO.

Paul Hanson: Oh yeah. He kind of wants to do his own.

Chris Burres: He’s old school, and he has a very successful multimillion-dollar business, and he just doesn’t see the value of SEO and…

Paul Hanson: He does it his little own way.

Chris Burres: Yeah.

Paul Hanson: I guess if it makes sense to him then.

Chris Burres: It’s working. He’s got billboards all over Houston.

Paul Hanson: It happened.

Chris Burres: He’s one of our prominent customer, so we usually tend to highlight him because people have seen his billboards. We were in and around, pitching the clients in Houston, and people are typically aware of it.

Paul Hanson: And in case you’re listening, you need to call us for SEO.

Chris Burres: Exactly, because we could…

Paul Hanson: He’s great potential with his website. A great potential.

Chris Burres: And he’s got the budget, and there are all these reasons to do it, and he doesn’t. Anyway, that’s the [0:16:41] I got. So he came to us. He said, “Oh, I want all these domain names because potential keywords.” I think one of his sons, who’s now getting involved in the business, kind of read something about this, which was not wholly untrue.

And so now, he’s got all these domain names that point to his [0:16:59] website. What the son doesn’t realize, that actually doesn’t generate much value because Google just sees it. It lumps it all into the same thing because it’s the same texts. So it doesn’t actually say, “Oh, here’s the webpage with this keyword and URL that has all of these webpage because it’s a duplicate webpage.” It gets thrown back into what’s called the supplemental.

So that’s kind of a missed number, but this software web position gold and their page critic package talks about, is the keyword mentioned in the URL because it can be very valuable.

Now, it’s not just the domain name defines your URL. Of course you can have the URL be involved in the webpage. In this case, we are looking at stop smoking hypnosis, and in fact, stop smoking hypnosis is in the URL, and so, that’s actually good and that’s what it’s supposed to do.

The next thing is, again, it gets into the body of the text so you’ve got title header and then body and then kind of total frequency, etc. And then there’s actually a very long list of very good advice for this. You can get a free trial version of web position gold. Just go out there and Google web position gold. It’s actually a very, very powerful tool. It gives you a lot of good advice, and we use it from time to time. Most of this information were kind of live and breathed, so we really don’t need to see the report anymore.

Paul Hanson: All the time.

Chris Burres: But it was a good tool when we were getting started.

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