KEY WORD RESEARCH

You will find that keyword research is at the center of every successful SEO project. This process figures out which search queries people enter into a search engine. For any niche, there are certain key phrases and words that are more often used than others. The competitiveness of varying keywords also needs to be acknowledged since it determines the amount of resources that are necessary to rank for that key phrase. Relevance, competitiveness, and popularity are evaluated during the keyword research process.

URL STRUCTURE

A website’s Uniform Resource Locator (URL) is what you’ll see within the browser bar. This usually begins either with https or http. URL structure refers to how web addresses are assembled on the site. Some websites employ logical, simple URLS which, when read by a person, easily indicates the page topic. Other sites use complicated URLS that have many parameters that are meaningless to humans. Simplistic, clean URL structures containing keywords (without an overly complex link structure) lead to better rankings in the search engines.

301 REDIRECTS

When outdated/old pages on a website are no longer in use, you’d normally want to direct visitors to a newer version of that page. The “search engine friendly” method of doing this is through the use of a 301 redirect, which automatically routes your visitor to the new page version.This method is “search engine friendly” because the 301 directs to a new location. The 301 status is an indicator that the database is in need of an update reflecting the new pages location in place of the old one, and all the “link juice” or page authority from the old page will be transferred to the new page.

SITEMAP

The sitemap file informs search engines about all the pages contained on a website. The webmaster creates a sitemap to assist search engines in identifying (and indexing) content he wants people to find online. Typically search engines discover internal pages through a method known as “crawling” through navigation options and through external links, however sitemaps are supplemental to these forms of page discovery. There are two breeds of sitemaps; HTML sitemaps and XML sitemaps. An XML sitemap is built to help search engine spiders index and crawl a website’s pages. However, since XML formatting is meant for search engine spiders, you must also include an HTML sitemap. HTML sitemaps are actual pages on websites that include links to all the important pages. They outline the site’s structure and are a valuable tool intended to assist website visitors in finding the content they search for.

GOOGLE ANALYTICS

Google Analytics is a service provided for free by the search giant. It gathers info about site visitors on any webstie the GA code has been installed on. When a webmaster installs Analytics on a site, they’re free to view many useful data-sets such as the source of their website’s visitors, which pages on the site were visited, the amount of time they browsed for, their location, operating system/screen resolution/browser and more. “Goals” can also be setup to track conversions and sales.

GOOGLE WEBMASTER TOOLS

Google Webmaster Tools shows webmasters data and services that can be useful to make websites work in harmony with Google. GWT is used for submitting sitemaps, viewing search queries that led visitors to your site, examine links pointing to your site, as well as many more options.

Google’s Advice on How to Hire an SEO Company [Video]

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