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1 SEO Toolkit 2 Manual Last changed $D

2 Table of Contents Overview...1 Features Overview...2 Program Versions...3 Licence information...4 System Requirements...5 Before Starting...6 Registering...7 Entering account details...9 Engine subscription wizard...11 Settings...16 Program interface...18 Exporting data...20 Upgrading...22 Support...23 Keyword research...24 The Keyword Manager...25 Searching for keywords...26 Displaying the seasonal trends graph...29 Displaying keyword popularity...31 Displaying competitor information...33 Keyword Management...35 Exporting Keywords...39 Minimize Keywords...41 Search Term Suggestion...42 Performing Searches...43 Expanding a keyword...46 Exporting keywords...48 Displaying the seasonal trends graph...49 Minimize Keywords...51 Industry Keywords...52 Finding Keywords...53 Keyword Popularity...55 Exporting Keywords...56 Displaying the seasonal trends graph...57 Competitive intelligence...59 Viewing domain data...60 Displaying the seasonal trends graph...62 Site Optimization...64 Meta Tag Recommendations...65 Meta browser...67 Meta Editor...69 Page content...80 Keyword Density Analyzer...82 Ranking Advisor...90 The robots.txt file...96 Server header check...98 i

3 Table of Contents Search Engine Submission Overview SubmitWolf Submission Rules Frequently Asked Questions Icon legend Category Descriptions Submission Wizard Importing previous SubmitWolf projects Submitting a URL Reporting and maintenance SubmitWolf Enterprise Site Maps Entering a URL Crawling a URL Specifying URL information Selecting URLs Building the Site Map Paid Inclusion overview Logging in Retrieving URL details Submitting an order Reporting and revision Search Engine Rankings Overview Ranking Wizard Entering a URL Entering keywords Selecting engines Starting the ranking check Ranking results Exporting ranking results Ranking reports Ranking history Reporting a non functioning engine Customizing the main display Link popularity overview Link Popularity Wizard Entering a URL Selecting engines Starting the popularity check Popularity results Popularity report Popularity history Customizing the main display PPC bid comparison Entering a keyword Starting the bid check Bid results ii

4 Table of Contents Reporting and revision Displaying keyword popularity Exporting bid results Placing a bid Bid report Reporting a non functioning engine ROI Calculator CPM to CPC ROI calculator CPC calculator Reciprocal link checker Checking for reciprocal links Link check results Exporting link check results Bid Manager Bid Manager Help Web Stats Web stats help Overview Entering a domain Importing multiple domains Obtaining domain information Registering a domain Editing domain information Exporting domain information Marking domains iii

5 Overview With the vast number of businesses on the Internet, it is no longer sufficient to simply create a website and submit it to the search engines, without first optimizing the site. Knowing how to get the top search engine positions and which keywords to target is the difference between success and failure. Your website will lose out on the bulk of potential visitors and customers if it does not appear in the top search engine results. The Trellian SEO Toolkit provides a variety of tools needed to successfully research, check, optimize and submit your website. What is SEO? SEO stands for Search Engine Optimization. SEO is the process of optimizing a website to make it search engine friendly and rank well for your chosen keywords. The basic steps in SEO are: Keyword research Developing content Search engine submission Reporting and revision Each step of the SEO process has corresponding tools in the SEO Toolkit. The manual is organized in sequential order to simplify the SEO process. Following each section of the manual in order will prevent any important steps being missed. Overview 1

6 Features Overview Search term suggestion tools Keyword research tools (Integration with KeywordDiscovery.com) Keyword Analyzer Ranking tools Link popularity tool Meta tag editor Search engine submission tool Google Site Maps generator Bid Manager Easy to use wizards to help simplify common tasks ROI (Return on investment) calculator Reciprocal link checker Integration with PrioritySubmit.com Popup Help wizard. Free engine updates for 12 months. FREE e mail and Live chat support. Features Overview 2

7 Program Versions There are three versions of SEO Toolkit 2: Demo version, standard version and the Enterprise version. SEO Toolkit 2 Demo In the demo version, submissions are restricted to the demo search engines. Ranking and popularity checking is limited and reporting is restricted. The demo version is designed to give you a feel for what the product can do. The demo expires after 15 days. If you require an extension of the demo, please contact support. SEO Toolkit 2 This version is designed for the average user. Users are limited to submitting 5 different domains. This version is intended for a single user to promote their own web sites. SEO Toolkit 2 Enterprise The Enterprise edition is designed for users who wish to submit more than 5 domains or for users who wish to submit URLs for third parties. This version can be used as the basis of a submission service. The enterprise version has no restrictions on the number of domains that can be submitted. Program Versions 3

8 Licence information The SEO Toolkit can be used on only one computer at a time. The SEO Toolkit licence can be transferred between computers once every thirty days. If you wish to use the SEO Toolkit simultaneously on multiple computers, you will need to purchase an additional copy of the software. Usage of the SEO Toolkit is governed by an acceptable use policy. The policy can be viewed on the Trellian website and is also listed in this manual under the Submission rules section. Failure to abide by this policy can result in your licence being suspended or cancelled. Cancelled users are not entitled to a refund, and the 30 day unconditional money back guarantee does not apply. Licence information 4

9 System Requirements Operating Systems: Microsoft Windows 2000/XP CPU/Processors: Intel Pentium I, II, III, IV, AMD or compatible RAM/Memory: 64Mb or greater System Requirements 5

10 Before Starting If you access the Internet via a proxy server or require firewall authentication, you will need to enter these settings in SEO Toolkit's Options. Click the SEO Toolkit Options menu and select Settings to access the Firewall/proxy settings. If you are using a software firewall, such as Zone Alarm, Norton Internet Security, or Windows XP service pack 2 firewall, you will need to configure the firewall to allow SEO Toolkit to connect to the Internet. SEO Toolkit uses the http and https protocols which use port 80 and 443 respectively. If you are having problems configuring the firewall/internet protection software, please seek support from the relevant software manufacturer. Before Starting 6

11 Registering SEO Toolkit 2 can be purchased via the Trellian website, stores or authorised resellers. To purchase the software from the Trellian web site, click the Help menu of SEO Toolkit 2 and select Register. Click on the "obtain registration key" link. This will open the order form in a browser window. Follow these steps to register the SEO Toolkit. Step 1. Select Register from the Help menu. Step 2. Enter your registration details. Note that registration details are case sensitive. SEO Toolkit version 1 serial numbers will NOT register SEO Toolkit 2. Software purchased from stores display the serial number in the CD jewel case. Use your address as the registration name. Registering 7

12 If you have lost your registration details, click the relevant link on the registration window, and follow the instructions. Click the Next button to continue. If your registration details are accepted, a thank you message is displayed Step 3. The SEO Toolkit will then start the Engine Subscription Wizard, which will download the engines based on your selections. If you do not proceed with the wizard, the full program features will not be available. See the Engine subscription section of the manual for more information. Registering 8

13 Entering account details Trellian services account A Trellian services account is required to use some of the features in the Toolkit, such as Keyword Discovery, PrioritySubmit, Bid Manager and Website Statistics. Most keyword tools in the SEO Toolkit require a Keyword Discovery subscription, but limited results can be obtained by using the Keyword Discovery demo account. If the username and password fields are left blank, the limited functionality demo Keyword Discovery account will be used. Otherwise enter your Keyword Discovery account information to utilise the SEO Toolkits features in full. To create a new account, or to enter your login information, click the Options menu on the n SEO Toolkit window and select the Settings menu item. On the Settings window, click on the Accounts item in the list. Username/password: Enter your username in the username field, and your password in the password field. New Account: To create a new account, click the NEW Account button. This will open the account sign up page in a browser window. Entering account details 9

14 Lost password: Retrieves a lost password. Google API key A Google API key provides authorized access to query the Google search results. It is recommended that an API key is used, as automated querying without the key is against the Google terms of service. The API key is FREE and can be obtained by clicking on the Get key button. On the page, click on the "Create Account" link from the list of links on the left side of the page. Fill out the new account form, then Google will send an verification . Click on the link in the to verify the account, and Google will send an API key to your address. When you receive the key, copy the key and paste it into the API key field. Entering account details 10

15 Engine subscription wizard The engine subscription wizard will download engines based on your selections. The wizard will be automatically started when the SEO toolkit is registered, or if you have clicked the Subscribe button to change your preferences. This wizard can also be accessed by clicking the SEO Toolkit Options menu and selecting Settings. Engines are automatically updated prior to each submission or ranking check, so there is no need to run this wizard to update the engines. Please note that the Toolkit needs to be restarted after downloading the engine updates. 1. When the wizard is displayed, click the Next button to continue, or Cancel to exit the wizard. 2. If your website content is in English, then select the checkbox to subscribe to the English language engines. This will download the English engines for submission. Engine subscription wizard 11

16 3. Select the country that your web site(s) are based in. eg. If your site is based in France then select France from the list. If your site is based in the US, select United States from the list. NOTE: You may not force the submission to regionally specific engines if your site is not related directly to the region. This includes submitting sites to country specific engines if your site is unrelated to and/or outside the country. Engine subscription wizard 12

17 4. Select the checkboxes to subscribe to the Link Lists and multisubmit link farms. This option is not recommended. 5. Manual engines cannot be automated for various reasons. If you do not wish to Engine subscription wizard 13

18 submit to the manual engines, leave this option unselected. 6. The wizard will then download the engines. 7. When the download has completed, restart the SEO Toolkit to reload the engines. Engine subscription wizard 14

19 8. When the SEO Toolkit is restarted, the Engine update complete message will be displayed. Engine subscription wizard 15

20 Settings To change the settings for the SEO Toolkit, click on the Options menu and select Settings Concurrent Connections: The SEO Toolkit can submit to a number of sites concurrently. This means that the program can send and receive information simultaneously. This setting defines how many concurrent connections will be used. The maximum number of connections that can be used at any one time is 50 for standard users and 1024 for Enterprise users. Connection Timeout: The length of time that the SEO Toolkit will wait before attempting to retry and/or abort an unresponsive connection. The default value is 2000 milliseconds. If you are experiencing frequent timeout errors or connection problems during a submission, try specifying a larger value. Request Delay: The length of time that the SEO Toolkit will wait between requests. The default value is 5 seconds. User Agent: The user agent name to send in outgoing requests. This setting is for advanced users only and Settings 16

21 can be left blank. Automatically check for SEO Toolkit updates: Enables automatic update checking. Note: Updates are not automatically downloaded Settings 17

22 Program interface The SEO toolkit's often used tools are listed down the left side of the program in the Navigation panel. To use one of these tools, click on the tool and its functions will then be available. The currently selected tool is shown in colour. When using the SEO Toolkit for the first time, a new URL must be entered prior to using these tools. To add a new URL, click on the Insert menu and select New URL. Ideally, a separate project should be created for each URL to ensure easy management. Wizards The toolkit includes three wizards to help simplify common tasks. There is a wizard to check ranking, a wizard to assist with URL submission and a wizard to check link popularity. To access the wizards, select the Main icon from the left side list. To start a wizard, double click on a wizard from the "What do you want to do? " list. Popup help The SEO toolkit has a pop up help system embedded into the software. Click on a Help button to open the help viewer. As you click on different tools, menu items, checkboxes and fields, the help viewer will automatically display helpful information. To display information about a button, move the mouse cursor over the button for a few seconds and the buttons function will be displayed. Program interface 18

23 Customizing the interface Adding/removing items from the links list To add or delete a link from the links list, right click in the link panel and select Add, or click on a link and select Delete. Adding/removing items from the tools list To add or delete a tool from the tools list, right click in the tools panel and select Add, or click on a tool and select Delete. The tool path can be to a local file or a HTML or exe executable file on the Internet. The path can use the variables $DOMAIN or $URL which will be substituted by the current URL or domain. The $DOMAIN variable is the URL with the prefix removed. eg. To create a tool that opens notepad, you would enter: c:\windows\notepad.exe If there are spaces in the path or file name then the path must be quoted. eg. "c:\program files\file to be run.exe" Hiding the navigation panel To hide the navigation panel, click on the View menu and select Tools list. Program interface 19

24 Exporting data While most tools have their own export feature, the data from the Ranking, Submit, Meta Tags, Popularity and Site Maps tool main display can also be exported. To export the data, first select the tool, then click the File menu and select Export. For example, to export the data from the submission tool, first select the submission tool. In the image below, the Submit tool has been selected. Then click the File menu, and select Export. Exporting data 20

25 The data will be exported in CSV format and opened with the program currently associated with CSV files. If no program is found, the file can be saved and viewed with a standard text viewer eg. Notepad. The Ranking and Popularity main displays can also be customized. See the "Customizing the main display' manual pages for Link popularity and Search engine rankings for more information. Exporting data 21

26 Upgrading SEO Toolkit 2 will automatically update the engines prior to a submission or ranking check. To download the latest program upgrade, select the Upgrade option from the File menu. SEO Toolkit will contact the upgrade server to check if there are any upgrades available. To install the new version, click the Install button. To install at a later date, click the Cancel button. Upgrading 22

27 Support Trellian provides FREE support for the SEO Toolkit. If you are experiencing a problem or have a question, contact the support department by filling out the form at We also offer a Live Chat service at Support hours are Mon Fri, 9:00am 5:00pm (Melbourne, Australia Eastern Standard Time) Please include your registration details, and some basic information about your computer and the operating system you are running. Before ing support, please check the FAQ first, as 90% of all questions we receive are already answered on these pages. You can view the FAQ by selecting FAQ from the Help menu. Support 23

28 Keyword research Keywords, also known as search terms, are the words or phrases that people enter into search engines to find websites about or related to that term. To attract more visitors to your page, you need to know which keywords people are using to find similar websites, and optimize your website for these keywords. If a key search phrase is not in at least one of your pages, the search engine will not rank your page highly for that phrase, therefore you are missing out on all the potential traffic the search phrase generates. To help achieve high ranking on search engines, you need to optimize the keyword content of your web pages. There are several different areas in your webpages where keywords should be placed, not just in the META KEYWORD tag. The keywords need to be used effectively throughout the site, and good rankings can be obtained without resorting to spammy techniques, such as listing keywords at the bottom of a page in a white font on a page with a white background. Most search engines place a large emphasis on the actual text on a web page. As a result, the way that the text on a page is constructed plays an important role in determining the way engines index your site. When building a web site it is important to ensure that your pages contain as much relevant text as possible. Search engines gather keywords from your page contents, and rank your web page based on the keyword density. Keyword density is number of times a word or phrase is counted on a web page. The keywords can appear in the page title, links, content, descriptions and headings. The Keyword Research section of the manual explains how to use the keyword tools to build up a list of keywords to implement into your site. The keyword research step of SEO needs to be repeated regularly to ensure that your site is consistently optimized for the most popular keywords. Keyword research 24

29 The Keyword Manager The Keyword Manager features a search term suggestion tool, and maintains a master list of keywords and search phrases for your SEO project. The Keyword Manager is located on the main toolkit window in the Tools section. It can also be viewed by clicking on the Keyword Manager buttons in various other tools. The Keyword Manager 25

30 Searching for keywords The keyword manager has a keyword suggestion feature built in. Follow these steps to perform a search: 1. Enter a search term in the Term field. The search terms can be in the following languages: English, German, French, Spanish, Finnish, Swedish, Dutch and Italian. 2. Select the number of results to return from the drop down menu Note: A keyword discovery subscription is required to access more than 100 results 3. Select a source by clicking either the KD, Yahoo, Google or All button. See below for an explanation of the different sources: KD (Keyword Discovery): Uses the Keyword Discovery database. Displays up to 1000 top search phrases per keyword. Offers full 12 months of search data, which enables you to track seasonal search variations. Searching for keywords 26

31 Google : Uses the Google Adwords suggestion tool. Google's results do not contain the number of times each search phrase has been searched for, but ranks them in order of popularity eg. A keyword with the result 1. is the most popular related keyword. This makes it difficult to determine the relative popularity of various search terms. Specific countries can be selected for Google. Yahoo: Uses the Yahoo Sitematch (Overture) search term suggestion tool. Returns the top 100 results per query, however the main drawback of this source is that similar terms are grouped together. All: This option opens a selection window, where up to 3 different sources can be selected, including regional specific results. The Google related search terms search and Keyword discovery spelling tool (returns commonly misspelt variations of the keyword) can also be selected. 4. The Keyword manager will retrieve a list of suggested keywords. Top bids and competitor information can be obtained for the keywords. See the "Displaying competitor information" manual page. The size column indicates the word size of the phrase. Searching for keywords 27

32 Searching for keywords 28

33 Displaying the seasonal trends graph A seasonal trend graph shows the number of searches performed on a keyword over the last 12 months. This data can help to: Identify seasonal trends Plan marketing campaigns to coincide with traditional peak periods like Christmas or Valentines Day Determine the ideal timing for marketing campaigns Predict traffic levels during low peak periods like the holidays. To view the seasonal trends graph, highlight the keyword, and click on the Seasonal Trends button. You can also right click and select Seasonal Trends from the popup menu. The seasonal trends graph for the keyword "inkjet printers". This graph shows that the most searches are made between October and March. Displaying the seasonal trends graph 29

34 The graph type can be changed by clicking on the Bar, Spline or Line buttons. Displaying the seasonal trends graph 30

35 Displaying keyword popularity Keyword Manager can display the popularity for keywords. The popularity is the number of searches that the exact keyword or search phrase has received over the last 12 months. This is based on roughly 26 billion searches tracked by KeywordDiscovery.com. Note: This feature requires a Keyword Discovery subscription To view the popularity data for keywords, either search using Keyword discovery as the source, or to view the popularity for a specific keyword, right click and select Refresh from the popup menu. The popularity values will be displayed in the Searches column, next to the keyword. Displaying keyword popularity 31

36 Displaying keyword popularity 32

37 Displaying competitor information Keyword Manager can display the number of competitor ads for a keyword on Yahoo (Overture), MIVA and Google Adwords. To view the competitor data for keywords, highlight the keywords by holding down the control key and clicking on the keywords to select. Then click the Analyze button. Refresh search volume (KeywordDiscovery) Refreshes the number of KeywordDiscovery searches for the selected keyword(s). Google advertisers Displays the number of Google advertisers for the selected keyword(s). Yahoo advertisers Displays the number of Yahoo (Overture) advertisers for the selected keyword(s). MIVA advertisers Displays the number of MIVA advertisers for the selected keyword(s). Google AdSense CPC (top 3 positions) Displays the average of the top 3 Adsense CPC bids for the selected keyword(s). Top Yahoo bids Displays the top Yahoo (Overture) bids for the selected keyword(s). Top MIVA bids Displays the top MIVA bids for the selected keyword(s). Displaying competitor information 33

38 The competing ad numbers will be displayed next to the keyword(s). This data provides a good indication as to which keywords are being targeted by your competitors. The top bids are displayed next to the keyword(s). Displaying competitor information 34

39 Keyword Management Keyword Manager projects can be created to assist with keyword management and organization. A meta project exists by default and contains the list of keywords obtained from the current URL's meta keyword tag. To save the current results to a new project in one step, click the Save button. A new project will be created, using the search term as the project name. Projects can also be created and added to manually: Creating a project 1. Right click in the Projects list and select New from the popup menu. 2. Enter a name for the project. Keyword Management 35

40 Adding keywords to a project There are three ways to add keywords to a project. To create a project and add all keywords, click on the Save button. To add keywords selectively, either drag the keywords into a project folder, or use copy and paste. Duplicate keywords are not added to a project. To copy keywords, select the keywords, then right click and select Copy from the popup menu. Then paste the keywords into the project folder by right clicking on the project folder and selecting Paste from the popup menu. Keyword Management 36

41 Adding Keywords from other tools/sources Keywords can be added to a Keyword Manager project from other tools, such as Industry Keywords, Search Term Suggestion, Microsoft Excel etc, by using the copy and paste method outlined above. Manually adding keywords to a project To manually add a keyword to a project, select the project, click on the Edit menu and select New search term. Enter the value for the new term and click OK. Removing Keywords To remove a keyword from a project, select the keyword to delete and click the Delete button, or right click the keyword and select Delete from the popup menu. Keyword Management 37

42 Keyword Management 38

43 Exporting Keywords Projects and search results can be exported via the Keyword manager. The export can be performed in various different formats to allow for easier data manipulation. To export keywords, select either the project to export, or the search results to export. Then click on the File menu and select Export. The export options will then be displayed. Filename Specifies the file name and format for the exported file. eg. If a.csv file extension is specified, the file will open with Microsoft Excel (if installed), a.txt extension will open with the default text file handler, and the.html extension will open the default web browser. Full report Exports the keywords with the associated popularity, size and competitor data. This data must be retrieved for the keywords prior to exporting. One keyword per line Exports the keywords in a list with one keyword per line. As META keyword tag Exports the keywords in a keyword META tag format. This can be copied directly into a web page's META tag section. Exporting Keywords 39

44 Comma separated Exports the keywords in a comma separated format. This is useful for opening with Microsoft Excel, or other programs that support the CSV format. The CSV file can also be viewed with any text editing program, such as Notepad or WordPad. Google phrase match syntax Used for Google Adwords. Exports that keywords in phrase match syntax. eg. "web hosting" See https://adwords.google.com/select/tips.html for more information. Google exact match syntax Used for Google Adwords. Exports that keywords in exact match syntax. eg. [web hosting] See https://adwords.google.com/select/tips.html for more information. All keywords Includes all keywords for export, regardless of the current selection. Current selection Includes only the selected keywords for export. Export to clipboard only Exports the data to the clipboard. The data can then be pasted into other applications. Exporting Keywords 40

45 Minimize Keywords Minimizing keywords parses the keyword list through a keyword density analyzer. This create a list of unique keywords with their relative popularity. The list provides information as to which words are most frequently used. The keywords from this list are ideal to include in your web page content. Click on the Tools menu and select the Minimize keywords option. You can also click the Minimize Keywords button to use this feature. For more information about minimizing keywords, please see the Keyword density analyzer section of the manual. Minimize Keywords 41

46 Search Term Suggestion The Search Term Suggestion tool finds related search terms based on the entered term. Search Term Suggestion will help you discover often used search terms that you may not be aware of, or may not be currently targeting. Search Term suggestion tool is located on the main toolkit window in the Tools section. Search Term Suggestion 42

47 Performing Searches Follow these steps to perform a search: 1. Enter a search term in the Search Term field. The search terms can be in the following languages: English, German, French, Spanish, Finnish, Swedish, Dutch and Italian. 2. Select a source by clicking the << button. Keyword Discovery: Uses the Keyword Discovery database. Displays up to 1000 top search phrases per keyword. Offers a full 12 months of search data, which enables you to track seasonal Performing Searches 43

48 search variations. Google : Uses the Google Adwords suggestion tool. Google's results do not contain the number of times each search phrase has been searched for. This makes it difficult to determine the relative popularity of various search terms. Specific countries can be selected for Google. Overture: Uses the Overture search term suggestion tool. Returns the top 100 results per query, however Overture's main drawback is that similar terms are grouped together. Google (Related) : Uses the Google related search terms tool. 3. Select the number of results to be displayed per page from the drop down menu. 4. Click the Suggest button. Search term will then retrieve a list of keywords and their associated popularity. Performing Searches 44

49 Performing Searches 45

50 Expanding a keyword The expand function performs a related search and returns a list of related keywords. To expand a keyword, highlight the keyword, then right click and select Expand from the popup menu. The results will be displayed in the adjacent column. Expanding a keyword 46

51 Expanding a keyword 47

52 Exporting keywords Keywords can be exported by clicking on the File menu and selecting the Export menu item. The keywords and the associated popularity data will be exported in CSV format (comma separated values). This is useful for opening with Microsoft Excel, or other programs that support the CSV format. The CSV file can also be viewed with any text editing program, such as Notepad or WordPad. For more advanced exporting, see the Keyword Manager tool. Exporting keywords 48

53 Displaying the seasonal trends graph A seasonal trend graph shows the number of searches performed on a keyword over the last 12 months. This data can help to: Identify seasonal trends Plan marketing campaigns to coincide with traditional peak periods like Christmas or Valentines Day Determine the ideal timing for marketing campaigns Predict traffic levels during low peak periods like the holidays. To view the seasonal trends graph, highlight the keyword, and click on the Seasonal Trends button. You can also right click and select Seasonal Trends from the popup menu. The seasonal trends graph for the keyword "inkjet printers". This graph shows that the most searches are made between November and March. Displaying the seasonal trends graph 49

54 The graph type can be changed by clicking on the Bar, Spline or Line buttons. Displaying the seasonal trends graph 50

55 Minimize Keywords The Minimize keywords tool parses the keyword list through a keyword density analyzer. This creates a list of unique keywords with their relative popularity. The list provides information as to which keywords are most frequently used. The keywords from this list are ideal to incorporate into web page content. Click on the Tools menu and select the Minimize keyword list option. For more information, please see the Keyword density analyzer. Minimize Keywords 51

56 Industry Keywords The Industry Keywords tool provides lists of common search terms grouped by category. This makes it easy to discover some of the top keyword searches for specific industries. Industry Keywords is located on the main toolkit window in the Tools section. Industry Keywords 52

57 Finding Keywords There are two ways to obtain keyword data from Industry Keywords. Enter a keyword in the search field. Select the number of results to return from the drop down menu, then click the Find button OR Double click on a category to start digging The % column shows the search volume as a percentage of the total. The volume column shows a visual representation of the search volume. To add keywords to a project in the Keyword Manager, select the keywords, then right click Finding Keywords 53

58 and select Copy from the popup menu. Then open the Keyword Manager and paste the keywords into the project folder, by right clicking on the project folder and selecting Paste from the popup menu. Finding Keywords 54

59 Keyword Popularity To view popularity data for keywords listed in Industry Keywords, click the Popularity button, or right click and select Popularity from the popup menu. The popularity data will be displayed in the popularity column. Keyword Popularity 55

60 Exporting Keywords To export the keywords, click on the File menu and select Export, or click the Export button. All keywords listed for a category will be exported. The keywords will be exported to a CSV (comma separated values) format file. SEO Toolkit will open this file with the associated CSV program eg. Microsoft Excel or Internet Explorer. Otherwise you will be prompted to save the CSV file. The CSV file can be viewed by any text editing program, such as Notepad or WordPad. Exporting Keywords 56

61 Displaying the seasonal trends graph A seasonal trend graph shows the number of searches performed on a keyword over the last 12 months. This data can help to: Identify seasonal trends Plan marketing campaigns to coincide with traditional peak periods like Christmas or Valentines Day Determine the ideal timing for marketing campaigns Predict traffic levels during low peak periods like the holidays. To view the seasonal trends graph, highlight the keyword and click on the Seasonal Trends button. You can also right click and select Seasonal Trends from the popup menu. The seasonal trends graph for the keyword "ink cartridge" is shown below. This graph shows that the most searches are made between March and July. Displaying the seasonal trends graph 57

62 The graph type can be changed by clicking on the Bar, Spline or Line buttons. Displaying the seasonal trends graph 58

63 Competitive intelligence The Competitive Intelligence tool helps identify major traffic sources for specific domains. This includes the top referring sites and the top search terms. This tool requires a Competitive Intelligence domain subscription. Competitive Intelligence tool is located on the main toolkit window in the Tools section. To view a restricted demo, enter business.com as the domain. Competitive intelligence 59

64 Viewing domain data To view the data for a domain, enter the domain, select the number of results to return and click the Find button. To see a demo of this tool, enter the domain business.com Top referrers The top referrers column shows the top referrers that have been sending traffic the domain. To view the individual pages that were referring traffic, double click on a referrer host, or right click and select Open from the popup menu. % The % column shows the referrals as a percentage of the total. Share The share column shows a visual representation of the referrals Viewing domain data 60

65 Date The date column shows the last referral date Top search terms The top search term column displays the top search terms for the domain. To identify which search engines are sending the traffic for a keyword, double click on the keyword. To add keywords to a project in the Keyword Manager, select the keywords, then right click and select Copy from the popup menu. Then open the Keyword Manager and paste the keywords into the project folder by right clicking on the project folder and selecting Paste from the popup menu. % The % column shows the search terms as a percentage of the total Volume The volume column shows a visual representation of the search terms. Date The date column shows the last date that the top search term was used. In this example, the top sites that send the most traffic to business.com, are search engines. This means that to effectively compete with this domain, you would need to focus your efforts on Search Engine Marketing. Google, is responsible for over 46% of the overall traffic to the business.com domain, so you would want to look at which search terms drive traffic to this domain, and whether they are paying for any advertising on Google. The top search term data shows that MSN is providing 58.33% of the search engine referrals for the keyword "business directory". This may be due to business.com having higher organic rankings on MSN, or business.com may be paying for the listing on MSN via Overture. Viewing domain data 61

66 Displaying the seasonal trends graph A seasonal trend graph shows the number of searches performed on a keyword over the last 12 months. This data can help to: Identify seasonal trends Plan marketing campaigns to coincide with traditional peak periods like Christmas or Valentines Day Determine the ideal timing for marketing campaigns Predict traffic levels during low peak periods like the holidays. To view the seasonal trends graph, highlight the keyword, and click on the Seasonal Trends button. You can also right click and select Seasonal Trends from the popup menu. The seasonal trends graph for the keyword "business directory". This graph shows that the most searches are made between March and September. Displaying the seasonal trends graph 62

67 The graph type can be changed by clicking on the Bar, Spline or Line buttons. Displaying the seasonal trends graph 63

68 Site Optimization Now you have compiled a list of keywords to use, you need to integrate them into each page of your site. The keywords need to be present in the Meta tags, other HTML tags (such as H1 and ALT) and the site content itself. Not all search engines will use all of the HTML tags, and some indexing algorithms place more emphasis on specific tags than others. Only the algorithm authors know exactly how they work, so it is good practice to use all of the techniques described in the following sections. Warning: Using spammy techniques, such as entering a large numbers keywords in comments, alt tags or in white text on white background, may result in the site being banned or penalised by search engines. Site Optimization 64

69 Meta Tag Recommendations Title tag The title tags appear in the HEAD section of a page's HTML code. The title is displayed in the title bar of the browser window when the site is viewed. The title also appears as the name of the website in search results, and is often where you need to make your best impression. The title is an ideal place to display your company name and a few relevant keywords. You can also add locality descriptors to let your visitors know where your business is located. An example of a title tag: <HEAD> <TITLE> Dress shoes, sneakers, runners, sandals and much more John's Fine Shoes, Australia </TITLE> </HEAD> The title tag should be slightly different for each page, reflecting the content for that particular page. For example, the shoe store may have a different page for running shoes, so the title tag may change to: <HEAD> <TITLE> Running and athletic shoes John's Fine Shoes, Australia </TITLE> </HEAD> A bad example of a title tag is shown below. The title does not explain where the company is located or what type of shoes it sells. <HEAD> <TITLE> Johns shoes home page </TITLE> </HEAD> Or worse, simply: <HEAD> <TITLE> Index page </TITLE> </HEAD> Description tag The description tag appears in the HEAD section of each page's code. The description tag should be used to expand on the title, as the text in this tag often appears as the description of Meta Tag Recommendations 65

70 the website in search results. For example: <HEAD> <TITLE> John's Fine Shoes Australia dress shoes, sneakers, runners, sandals and much more </TITLE> <META NAME="Description" CONTENT="John's Fine Shoes stock all types of shoes from running shoes to dress shoes, in a large range of sizes. You can even order online"> </HEAD> Generally 250 characters is sufficient for the description as most search engines display only a short part of the description. Keyword tag The keyword tag appears in the HEAD section of a page, and contains a list of keywords and phrases that are relevant to your site. The keyword tag used to be a highly influential tag used by search engines to index websites. However due to abuse from search engine spammers adding irrelevant repeated keywords, the tag now carries less influence, and is often totally ignored. Adding irrelevant keywords may attract more traffic to your site, however it's likely to be untargeted traffic and the visitors probably won't be interested in your site anyway. The keywords in the META tag should be separated by commas, NOT spaces, and keywords should not be repeated. A list of 8 12 keywords or phrases is generally considered sufficient. The keyword tag should be different for each webpage. <HEAD> <TITLE>John's Fine Shoes Australia dress shoes, sneakers, runners, sandals and much more </TITLE> <META NAME="Description" CONTENT="John's Fine Shoes stock all types of shoes from running shoes to dress shoes, in a large range of sizes. You can even order online"> <META NAME="KEYWORDS" CONTENT="shoes,boots,running,nike,athletic,netball,womens,mens,kids,basketball,Jordan,buy online"> </HEAD> Meta Tag Recommendations 66

71 Meta browser The meta browser is a file browser that displays the meta tag information for each file. Meta browser is located on the main toolkit window in the Tools section. To use the meta browser, enter the full path of a directory to browse eg. C:\Documents and Settings\John\Desktop\, or navigate via the folders to find the required HTML file. eg. double click on a folder to view the files in the folder. Meta browser 67

72 When the required file(s) have been located, click on the Tools menu to select an action to perform. To set various meta tags of multiple files to the same value in one easy step, see the Global meta tag editor section of the manual. File mask The file mask filters the display of files to htm and html files only by default. The file mask can be changed to display other types of files. For example: *.htm to display files that have a.htm extension. Enter *.* to display all file types. Find Identical tags The meta browser can find files with identical meta tags. Click on the Meta browser Edit menu and select the Find identical menu option. The files with identical meta tags will be displayed in the meta tag browser. This feature is limited to checking files in the currently selected folder only. Meta browser 68

73 Meta Editor Meta Editor will help create or edit the appropriate META tags for your web pages. Meta tags are HTML tags that don't appear on a web page, but provide information that describes the content of a web page. Meta Tags are used by search engines to help index and rank web sites on the Internet. If a page doesn't contain META tags, some search engines create a description and a keyword index based on the first few lines of text on a page. The Meta Editor is located on the main toolkit window in the Tools section, and can also be found in the navigation panel. Meta Editor 69

74 Using Meta Editor To work with a new URL, select the Meta Tags tool, then click the Insert menu and select New URL.. You can also right click and select the New URL menu item. To work with a URL already listed in the SEO toolkit, select the Meta Tags tool, click on the URL to edit and click the Edit Button. Meta Editor 70

75 To enter information into the meta tags, simply type the desired values into the fields. Page Title Enter the title of the page. This will appear in the window title of the web browser and may appear as the title of the web page in search engines. Keywords Enter between 6 and 12 keywords, listing the more important keywords first. Repeating keywords is not recommended as some search engines will regard this as spamming, and may ignore or ban the site. Enter the keywords separated by spaces, or commas. The CSV checkbox Meta Editor 71

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