Transcript About Google

Web Optimization- Review
Web Optimization- Metrics (ROI)

What is ROI
Return on Investment (Finance)
ROI = Profit – Costs / Costs
Web Optimization- Metrics (ADWORDS)

Google Adwords
Web optimization-Metrics (Using Keywords)
Keyword Tips and Tricks

Match Keyword Tag with Content:
List your keywords in the Meta Tag in your web page HEAD for keywords, as shown below. If
the keyword list in the Meta Tag does not match the words within your content, a search engine
robot or spider can detect something wrong and this could lead to your page receiving a low
rating, being skipped, or ignored all together.
<meta name="keywords" content="web, web page design, layout, design, internet, web site,
web site, validate, validation, keywords, search, search engine, optimize, HTML, CSS, meta
tags, access, accessibility">

Not all search engines use Meta Tags, but some do. WordPress sites do not have meta tags for
keywords out of the box, but you can add them manually to your template files or use a
keyword plugin. They are not required today for search engine inclusion, but it also doesn’t
hurt.

On average, most search engines permit up to about 900 characters or 25 words in your
keyword meta tag. Some search engines permit up to 1200 characters, but many do not. They
will cut off their database gathering at whatever their limit is, but if they detect you have too
many characters or words in your meta tag, they might decline your site, so stay within the
limits.
Web optimization- Keywords


Count the Keywords:
With your new keywords in place, check your posts to determine how rich your
keyword count and density is. Too many references? Then edit your material and use
synonyms. Too few? Consider how you could change the text to increase the ratio.
While you are working hard to fill your content with as many repetitions of your
keywords as possible, you can cross a line. Search engines calculate how often a
word is used alongside other words. For instance, if you use the word “welcome” in
a sentence such as “You are very welcome to visit our welcome page today”, the
word “welcome” would be used in two out of ten words or have a keyword density
of 20%. From among 100 other words, it would have a 2% density. According to
experts, having a keyword density of a particular word should be less than 12%,
though many recommend 3-10% to be safe. Many keyword validators provide
keyword density percentages, so check with these to be sure.
Web optimization- Keywords

Keep Keywords Distant:
Search engines can tell when they are being “spammed”,
flooded with too many keywords in order to force the web
page to be recognized. One of the triggers for this
spamming is when a keyword is used too many times too
close together. For instance, the sentence “Nature
photography is the photography of nature subjects” might
trigger a warning. If I change the sentence to “The art of
nature photography is photographing natural subjects”,
there is now enough words and changes in the words to
make it appear like these words are in a sentence, part of
the overall content and not an attempt to spam.
Web optimization- Keywords

Keep Keywords on Top:
Keep the keywords in your content towards the top
of your page code as most search engine robots
rarely search past 25-50% of the total page. This
puts your most valuable search engine keyword
criteria up where they can find it.
Web optimization- Keywords

Keywords are Everywhere:
Keywords are not limited to those found within your
keyword meta tag or content. Some search engines
will pick up keywords from within image alt tags,
comments, headings, link title tags, and through the
web page’s title and meta tag description. Look
through your code carefully to see where you can
add keyword references.
Web optimization- Keywords

Mizzpell a Few Words and Use Plurals:
Not everyone can spell so think about the different ways
people may spell some of your key words. For example,
there is much debate about whether “web site” or “website”
as the current spelling. According to Webster’s, the correct
spelling is “web site”, but the overwhelming use of the term
in web pages is as “website”. So include both spellings in
your keywords tag to cover all your bases. Don’t use
misspelled words within your content but do list them in your
keywords. Also considering using plural versions of your
keywords as many searchers think if they are looking for
more than one result, they need to look for “websites” not
“website”.
Web optimization- Negative Keywords
(Who said negative is being bad?)
What are negative keywords? –

I. Definition
Negative keywords are a core component of a successful keyword list. Adding a negative
keyword to your ad group or campaign means that your ads won't show for search queries
containing that term. By filtering out unwanted impressions, negative keywords can help you
reach the most appropriate prospects, reduce your cost-per-click (CPC), and increase your
ROI.
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II. Example
The negative keyword –free trial would prevent your ads from showing on any search queries
containing the terms free and trial. It wouldn't prevent your ads from showing on variations of
these terms, however. It also wouldn't prevent your ads from showing on search queries that
only contain one of the terms.
For instance, the search queries one-day trial and free test could trigger your ads, while free
one-day trial could not.
III. How to use them
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The process to add negative keywords to your ad group is just like adding any other keyword.
The only difference is that you put a negative sign (–) before the term. You can also add
negative keywords at the campaign level.
Web optimization- Keywords/Metrics search links
Various links
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http://video.seobook.com
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http://www.neurolinker.com/
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http://seo4experts.com/view/keyword_popularity_
research_tool
Web optimization- Keywords search links
Various links
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http://checksitetraffic.com/
https://adwords.google.com/select/KeywordToolEx
ternal
Web optimization- Metrics trackers
Google search tips query operatives
link:
 allinanchor:
 Other –
*use of Google toolbar for page ranks
*Google adwords traffic analyzer
*Google webmaster tools
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Web optimization- Google Analytics
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Next week we will cover in depth more of Google
Analytics!