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In his ARTICLE, Ultimate Guide to Optimizing Your Website, SEO and online marketing
expert Jon Rognerud shows you how to build a high-performance website and get top
ranking on all search engines. In this edited excerpt, the author outlines a broad
strategy for successfully optimizing your website.
The goal of search engine optimization is to have the search engine spiders not
only find your site and pages but also specifically rank the page relevance so that it
appears at the top of the search engine results. The process of optimization is not a one-
time process but requires maintenance, tuning, and continuous testing and monitoring.
Below is a broad four-step process for a strategy for search engine optimization. Use
this as your top-level checklist.

Step 1: Target Market Business Analysis
Website analysis. Analysis of meta sets/keywords, visible text and code to determine
how well you're positioned for search engines. For example, how much code do you
have on a page compared to text?
Competitive analysis. Examination of content keywords and present engine rankings of
competitive websites to determine an effective engine positioning strategy. Pick the top
five results in the Google listing results to begin this process. Expand as necessary. Use tools such as and
Initial keyword nomination . Development of a prioritized list of targeted search terms
related to your customer base and market segment. Begin with this: What would you
type into a search engine to find your business website or page? Then, ask your

Step 2: Keyword Research and Development
Keyword analysis. From nomination, further identify a targeted list of keywords and
phrases. Review competitive lists and other pertinent industry sources. Use your
preliminary list to determine an indicative number of recent search engine queries and
how many websites are competing for each keyword. Prioritize keywords and phrases,
plurals, singulars and misspellings. (If search users commonly misspell a keyword, you
should identify and use it). Please note that Google will try to correct the term when
searching, so use this with care.
Baseline ranking assessment . You need to understand where you are now in order to
accurately assess your future rankings. Keep a simple Excel sheet to start the process.
Check weekly to begin. As you get more comfortable, check every 30 to 45 days. You
should see improvements in website traffic, a key indicator of progress for your
keywords. Some optimizers will say that rankings are dead. Yes, traffic and
conversions are more important, but we use rankings as an indicator.
Goals and Objectives . Clearly define your objectives in advance so you can truly
measure your ROI from any programs you implement. Start simple, but don’t skip this
step. Example: You may decide to increase website traffic from a current baseline of
100 visitors a day to 200 visitors over the next 30 days. Or you may want to improve
your current conversion rate of one percent to two in a specified period. You may
begin with top-level, aggregate numbers, but you must drill down into specific pages
that can improve products, services, and business sales.

Step 3: Content Optimization and Submission
Create page titles. Keyword-based titles help establish page theme and direction for
your keywords.
Create meta tags. Meta description tags can influence click-throughs but aren't directly
used for rankings. (Google doesn't use the keywords tag anymore.)
Place strategic search phrases on pages . Integrate selected keywords into your website
source code and existing content on designated pages. Make sure to apply a suggested
guideline of one to three keywords/phrases per content page and add more pages to
complete the list. Ensure that related words are used as a natural inclusion of your
keywords. It helps the search engines quickly determine what the page is about. A
natural approach to this works best. In the past, 100 to 300 words on a page was
recommended. Many tests show that pages with 800 to 2,000 words can outperform
shorter ones. In the end, the users, the marketplace, content and links will determine
the popularity and ranking numbers.
Develop new sitemaps for Google and Bing. Make it easier for search engines to index
your website. Create both XML and HTML versions. An HTML version is the first step.
XML sitemaps can easily be submitted via Google and Bing webmaster tools.
Submit website to directories (limited use) . Professional search marketers don’t submit
the URL to the major search engines, but it’s possible to do so. A better and faster way
is to get links back to your site naturally. Links get your site indexed by the search
engines. However, you should submit your URL to directories such as Yahoo! (paid), (paid) and DMOZ (free). Some may choose to include AdSense
( scripts on a new site to get their Google Media bot to visit. It will
likely get your pages indexed quickly.

Step 4: Continuous Testing and Measuring
Test and measure . Analyze search engine rankings and web traffic to determine the
effectiveness of the programs you’ve implemented, including assessment of individual
keyword performance. Test the results of changes, and keep changes tracked in an
Excel spreadsheet, or whatever you're comfortable with.
Maintenance . Ongoing addition and modification of keywords and website content are
necessary to continually improve search engine rankings so growth doesn’t stall or
decline from neglect. You also want to review your link strategy and ensure that your
inbound and outbound links are relevant to your business. A blog can provide you the
necessary structure and ease of content addition that you need. Your hosting company
can typically help you with the setup/installation of a blog. Courtesy of okonta clem
Great tutorial
Nice article

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