Maintaining a Search-Engine-Optimized Website

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1 Maintaining a Search-Engine-Optimized Website A White Paper From Kaszas Marketing Copyright 2010, Kaszas Marketing Inc. All rights reserved. Please request our written permission before reproducing all or part of this document.

2 Maintaining a Search-Engine-Optimized Website Placing in the top 10 of an Internet search results page can lead directly to increased site traffic, additional revenue opportunities, and enhanced customer relations all without having to cut into the advertising budget. For this reason, many website owners look to optimize their sites through search, either by assigning in-house staff to research and apply search engine optimization (SEO) best practices, or by engaging a third-party SEO expert. Performing initial keyword research and ensuring that the content of a site is architected to support SEO best practices is the first critical step in optimizing a site. However, this is not a set-and-forget activity ongoing work is required to maintain and/or improve a positive placement. A first-page ranking today does not guarantee a first-page ranking six months from now, and securing a place near the top of one search engine does not necessarily guarantee a successful search ranking with other engines. Proper website optimization requires both a solid initial platform and ongoing maintenance. When integrated into the routine maintenance cycle of your website, the following tips will help to maximize the visibility of your optimized website. 1. Understand the search engine environment Competition for the top spots on search engine results pages causes those placements to change routinely. Search engines also periodically update the manner in which they index sites and pages. To stay in the hunt, it pays to keep abreast of all changes in the search engine arena no small task. Because rankings are not static, it is important to check your site s performance on important keywords every three to six months (and more frequently if you re operating in a high volume search market like real estate or commodity electronics). If your rankings begin to drop, take another look at your SEO strategy, update your keyword research, and follow the SEOmaintenance suggestions provided in this paper. Companies that perform proper initial keyword research, optimize their websites for search and integrate SEO best practices into the routine maintenance cycle of their websites can dramatically outperform competitors who simply set-and-forget their sites. You may also wish to stay up to-date on search engine algorithm trends and best practices by subscribing to a monthly newsletter such as Search Engine Watch: or by maintaining a working relationship with a search engine optimization expert that stays abreast of industry news and search engine practices. 2/11

3 2. Be on the lookout for new keywords Even if you have worked with a search engine optimization expert to generate a list of optimum keywords, it is important to evaluate those keywords on a regular basis. Over time, your products and services may change and your keywords should follow suit. Likewise, over time your market may change in subtle or disruptive ways that will affect the way in which people search for offerings like yours. New industry buzzwords and trends can appear and disappear. The companies that are well-ranked for relevant, popular new terms can reap the spoils of new search habits, but there is no benefit to being well ranked on a term that is no longer searched or even a brand-new term that is all the rage but which consumers are not actually using yet in their searches. Tools like Google Trends: and Google Insight: can show you the latest search trends and the search volumes for particular keywords over time. Figure 1: Google Trends Figure 2: Google Insight for Search Kaszas Marketing Inc. White Paper: Maintaining a Search-Optimized Website 3/11

4 Use these tools regularly to track the latest keyword trends and ensure that the keywords used in your web content, metadata, internal and external links match those currently being searched by prospective visitors. 3. Harvest your website statistics If you don t currently assess your website s traffic statistics on a regular basis, here is a good reason to start. It will enhance your keyword assessment in number two (2) above and can also give you insight into potential flaws in your online presentation. For example, your web traffic statistics can tell you the search terms and phrases that people arriving at your site through a search engine have used to find you. The statistic will be called something like Top Search Terms. A good statistics program (Google Analytics is a powerful (and free) website analytics tool) will let you track the performance of keywords over a period of time. This can help you determine whether the keywords on which you have focused your optimization efforts are actually bringing people to your website. It will also tell you which keywords are on the rise and which are falling in importance in terms of brining visitors to your site. If your optimal keywords are not appearing among the ten to twenty most popular keywords bringing visitors to your website, you will likely need to follow the maintenance steps outlined in this report to further optimize your website. 4. Continue to get the word out Google and other search engines enhance their indexing algorithms based on a variety of on- and off-page factors. For this reason, it makes sense to understand how to use link popularity, page reputation and page importance to your advantage. Link Popularity Link Popularity is a score assigned to a web page based on the number of incoming links pointing to that page. In general, the more incoming links the better but these links must be relevant to your website/industry content. A website will be ranked more highly in search results if a large number of other highly-ranked websites point to it. Always be on the lookout for relevant sites that can offer a link back to your site. Avoid link farms and other paid programs that promise dozens (or hundreds) of links as search engines are wise to incoming link tricks and can penalize your site for using them. A good search engine optimization firm can analyze your incoming links, those of your competitors and recommend appropriate websites on which you can request additional links. 4/11

5 Page Reputation Page Reputation is a score based on what links on other websites are saying about your page. When a third-party page links to your website, the words contained in the hyperlink can contribute to the ranking that your page will receive by search engines. The keywords in these incoming links tell search engines what your site is about. If these incoming links to your website contain important keywords, your site stands a better chance of being highly ranked on those keywords. When seeking external links, be sure to provide third party websites with standard link text that includes your important keywords. Section 4 of this paper provides additional information this important step. Page Importance Page Importance is also referred to as PageRank due to the fact that Google produces a rating of pages by the same name. Google s PageRank rating has become an industry standard. Google provides a free tool to measure PageRank at: Tips and Tricks Use the following tips to continually enhance link popularity, page reputation and page importance: Introduce Pull Mechanisms Introducing pull tactics that drive traffic to your web site may be part of an overall marketing communications campaign, but it can also boost your search engine performance. Here are some things you can do to pull relevant traffic to your web site: Key your Internet ads (banner ads, pay-per-click ads, etc.) to compelling offers that you make available on your website, such as white papers and coupons. While you re at it, set up a brief information form to gather and qualify key lead information from those interested visitors. Try to limit this to three questions/form fields. Make your site a trusted go-to source for information within your industry or particular niche. Including a resource-rich library of white papers, presentations, rules-of-thumb and other useful knowledge encourages traffic to return to your site, and causes visitors to recommend your site to others. This activity can positively impact your site s importance, reputation and popularity. Optimize your press releases and other news with your top keywords this can become important content on your website and on third-party websites that pick up your news. A common mistake is to post your press releases as PDF files only, or as third-party URLs only. Instead, show your news as pages of html text with associated links to accompany the story. When copyright issues arise, Kaszas Marketing Inc. White Paper: Maintaining a Search-Optimized Website 5/11

6 provide the title and a short summary of a news story along with a link to the copyright holder s URL. Always use a unique tracking URL to identify the source of traffic arriving from particular Internet ads. A tracking URL can be created simply by adding?keyword to the URL to which an online ad is linked. (Where keyword is a unique identifier that you will recognize as meaningful). The URL will show up in your web site statistics and tells you how many times that particular ad was hit. Your tracking URL will look something like this: (if you are directing them to your homepage), or perhaps: (if you are directing them to another page on your site). Advertise your web address everywhere on your business cards, brochures, print ads, tradeshow booth, directory listings, yellow page ad, in your telephone greeting, etc. Establish a Reciprocal Link Strategy & Policy Reciprocal links links from external web sites to your own help to increase site traffic and maintain a good search engine ranking. To enhance page reputation, establish a reciprocal link policy that includes parameters, because not EVERY reciprocal link is good one for your brand. By linking to third-party websites, you are implicitly telling the public of your alliance or approval of that website or company. And, simply including links to everything and everyone devalues the meaningful affiliations that you have. Therefore, your reciprocal link policy needs to incorporate two key components: i) A policy that defines what companies and other sites you will link to, and under what circumstances. This can be as short as one sentence, or longer. It will help protect your brand and, if put in writing, can help you to say no to certain requests you may receive for reciprocal linking. This policy can be used as a tool to enhance other programs. One example is to define, in writing, which partners you will promote on your website. If you have a partnership program that defines three tiers of partners, you may choose to link to only the top two tiers. This allows you to place extra value on top performers at the same time as you encourage partners to achieve more. ii) Standardized link text that incorporates your primary keywords and phrases. This should be provided for use by third parties that are linking to your site. Sending them only your logo is NOT enough. Start by taking a look at your standard elevator pitch, also known as a boilerplate or tombstone (the blurb that you include at the end of a press release). Now follow these steps: 6/11

7 1. Shorten it to 20 words 2. Count the number of key search terms included in those 20 words 3. Boost the number of key search terms in the boilerplate to 3-5 This will become your online pitch. Incorporate it into your web site metadata, online directory listings, and other relevant instances of your online pitch. Once your policy is in place, ask your business partners and other relevant web site owners within your industry if there is a place to include a link to your site in their own. Expect to return the favor that s why it s called reciprocal. As for where to locate reciprocal links on your site that enhances, rather than dilutes, your brand, try these: In a Resources section of your web site. Among the brochures and white papers, include a section of links. The criterion for making it onto this page is that the link must be of interest to your audience. On a Partners page. Reciprocal links can become part of your Partner Program benefits, for example. On your home page save this prime real estate for links to events at which you will be exhibiting, new partner announcements and other important news specific to your company. Refrain from cluttering your home page with links of questionable valuable to your brand or interest to your audience. In Products pages, where relevant. For example, if you have product partners such as a value-added reseller that includes your product in a solution it sells it may be logical and convenient for web users if you include this information and a link on the product s page. Create External Online Real Estate & Broadcast Your Content The emergence of online video sharing and social media websites gives organizations the opportunity to create additional external content that points back to their websites. By creating a YouTube channel, a LinkedIn company or group, a blog, a Twitter Facebook account, etc. you can broadcast your content and messages, and participate in social media conversations of relevance. This activity drives awareness, additional traffic to your website, and increase your chance of being found in an online search. The emergence of online video sharing and social media websites gives organizations the opportunity to create additional external content that points back to their websites. Increasingly, search engines including Google are factoring in social media interactions to their algorithms that determine what websites will be displayed in search Kaszas Marketing Inc. White Paper: Maintaining a Search-Optimized Website 7/11

8 results. Videos, social media accounts and microsites are also indexed by search engines. If your organization posts a video on YouTube and tags it with relevant keywords, that video can appear in organic Google results. In the same fashion, if your organization creates a microsite or a blog post about a certain topic, that site or article can appear in a search result giving searchers additional opportunities to find out about your organization. Moreover, Today s web users don t always use a search engine like Google to find what they are looking for they may perform a search within YouTube or within Twitter, for example. If your organization has a YouTube channel and has properly tagged its videos with important keywords, for example, a user may find your organization directly from a YouTube search. By housing information in areas outside of your website, you can improve your chances of being found in an online search and drive new, additional traffic to your site. 5. Continually update your web content Of all the steps outlined in this paper, continual updates of your web content (including both the content on your website as well as that on external online properties) will likely have the most SEO impact. Frequent, high-quality updates keep your site fresh in the eyes of search engine spiders, making it much easier to maintain and improve your current ranking. This activity should include updates to both the metadata and actual HTML page content: Modify the contents of your keyword metatags as the content of your pages change. Re-evaluate your keywords periodically to make sure they reflect current industry usage and buzzwords. Update your web page content (keywords and content generally) to ensure your site remains current and relevant. We examined the performance of six client websites that Proof Point we optimized. The best-performing sites have proven to be those that continually update their web content and follow the post-launch SEO best practices outlined in this paper. To measure client performance, we examined each client s rankings on important keywords about six months after the initial SEO project s launch. We then compared those keyword rankings to rankings we recorded before the site was optimized. 8/11

9 While the degree of improvement varied from client to client, those that performed specific post-launch SEO activities fared much better than those who simply launched the initial keyword and content optimization work with no subsequent effort. Of the six clients we examined, one implemented our SEO research on its own, two engaged Kaszas to optimize the website, and three engaged Kaszas or another professional to optimize and maintain the website. Details of our findings follow: Optimization Findings Five of the clients we examined saw improvements in their search engine rankings and one client saw virtually no change. The degree to which the rankings improved, however, differed dramatically: Methodology In-house implementation (one client) Professional implementation (two clients) Professional implementation + ongoing maintenance (three clients) Search Rank Improvements (# of improved keyword rankings) including thirteen #1 rankings The ongoing maintenance activities performed by the best-performing clients included the regular creation of new, optimized, web content, newsletters and link requests from relevant third-party websites and partners. Ask us for a more detailed account of the performance of these clients and the optimized work performed by Kaszas and its partners. 6. Keyword Optimized Domain Names You have likely heard of organizations purchasing multiple domain names with important keywords in them, and pointing those domain names to their primary website. For example, the domains and can be purchased and configured to all lead the visitor to While this is a legitimate optimization tactic, it must be done correctly, because search engines will penalize websites that appear to be spamming them with the same content. If you can purchase keyword-rich domain names, you should point them to your primary domain in one of two ways: Kaszas Marketing Inc. White Paper: Maintaining a Search-Optimized Website 9/11

10 1. Ideally, each domain you purchase should be hosted and have relevant content. Create small websites (or microsites ) for each domain name, with well written, optimized content that points readers back to the primary domain. 2. Alternatively, a 301 redirect page can be used, telling the visitor (and search engines) that a website has been permanently moved to a new address. More information on 301 redirects can be found here: 7. Examine your rankings every six months While it takes effort to maintain an optimized website, measuring the results of your efforts is simple. We recommend that you evaluate your rakings on your most important keywords at least twice per year. The simplest way to do this is to enter the keywords into a search engine and note their position. If your company sells to multiple countries, be sure to use the national search engines used in the country of interest (i.e. Google.ca in Canada, Google.com in the U.S.) Keyword trends and visitor search habits provide a real-time look into the mind of your mass target audience and provide you with concrete examples of user behavior and thought patterns.. By tracking your rankings over time, you can identify which keywords are moving in a positive direction, which are stable, and which are sliding lower in search rankings. This knowledge can give direction to your maintenance efforts by identifying the particular keywords on which to focus. 8. Leverage SEO knowledge throughout your marketing efforts A solid SEO foundation and maintenance plan can not only improve your search rankings, it can also positively impact other marketing endeavours. Knowledge of the latest keyword trends, for example, can aid pay-per-click advertising campaigns by helping you bid on the most popular or newest keywords. You can also positively affect your social media strategies by honing in on trending topics and devising targeted campaigns that will, in turn, bring more traffic to your site and boost your SEO efforts. Keyword trends and visitor search habits provide a real-time look into the mind of your mass target audience and provide you with concrete examples of user behavior and thought patterns. This activity can be referenced in marketing decisions and help to settle difficult decisions about positioning, website design/content and marketing campaigns that might otherwise be opinion-driven. Moreover, SEO maintenance provides a timely and helpful reminder to refresh and update web content that would otherwise languish and become stale. In evaluating your 10/11

11 content, you may discover and address gaps between your online image and your current positioning or product/service offerings. Conclusion While a proper SEO foundation is important, it is simply the first step in the optimization of a website. Companies that perform proper initial keyword research, optimize their websites for search and integrate SEO best practices into the routine maintenance cycle of their websites can dramatically outperform competitors who simply set-and-forget their sites. Enlist the Professionals To maintain your SEO campaign and ensure that it achieves the desired results, consider enlisting the help of a professional. Kaszas Marketing and its web partners can assist you in developing and maintaining a search engine optimized website. Contact us today! About Kaszas Marketing An investment in marketing should yield long-term results. At Kaszas Communications, we have the proven methodology, the objective business model, and the expertise to deliver pitch-perfect, lasting marketing strategies. Find out why you ll love us: (613) Kaszas Marketing Inc. White Paper: Maintaining a Search-Optimized Website 11/11

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