How to Optimize Site Content

How to Optimize Site Content

A site can be optimized through a series of steps. Start with the
title, header, and body content to make sure keywords show up
in each of these areas. If the content is going to be an image,
infographic, video, game, or some other item, include some written text on the page so the search
engine will be able to index the page content and topic




The title tag is one of the most important aspects of content to
both the search engines and users. Search engines consider
the title to be a short and concise description of a page. The title
is used by search engines as the prominent description in
search engine results,
so a title should be descriptive and interesting

for people as well as search engines. For users, the text in
a title tag doesn’t actually show up on a page, but it is often
displayed by a browser at the top of the window.

To optimize content, you need to make sure your keyword is
found in the HTML title tag of your page. If your keyword is
“SLR Digital Cameras,” the title for the page might be something
like “Finding the Best SLR Digital Cameras” or “Best deals
on SLR Digital Cameras” or something which includes the keyword
exactly. In the HTML of your page the title tag should look
something like this:
<title>Best Deals on SLR Digital Cameras</title>

Keeping the title tag to under 70 characters is recommended,
as this is the maximum size that Google can display. The title
tag is also a great opportunity to differentiate your page and entice
users to click through
to your site.

The URL, or web address for the page, can play a minor role in
affecting your rankings. When creating new content, try to use
the title or keyword as the basis of the page name, using
dashes between words. For example, your URL might look like
this for the keyword “digital SLR cameras”:

Header tags (including H1, H2, H3, etc.)
Using header tags to organize your content can be helpful to
both users and search engines. For users, it makes it possible
to scan an article quickly and find what they are looking for. For
search engines, it gives you an opportunity to emphasize your
keyword with respect to other text on the page. The H1 tag is
the most important and should be used high on the page to indicate
the title of the article or content. H2, H3, and H4 tags have
merit but aren’t required and can be used as subtitles to separate
out paragraph sections. The HTML code of your H1 tag
of your page would look like this:
<h1>Finding the Best Deals on SLR Digital Cameras</h1>

The body text should be 2 or 3 paragraphs at a minimum or
roughly 250 words, and the first sentence should include the
keyword. The rest of the page should include the keyword several
times, but not so much that it reads
The number
of times a keyword
is used on a webpage is referred
to as
A good keyword
density target is around
in natural prose.
many online tools that can check
keyword density; we will discuss one of these tools in the Re-
ports section.
In the earlier days of the Internet, search engines would award
sites with higher rankings based on how many times a keyword
was used on a page, which meant some website owners began
“keyword stuffing” their pages, to fool search engines into believing
their site was authoritative for that particular keyword.
Here is an example of a stuffed keyword paragraph for the phrase
“digital camera.”
How To Choose the Right Digital Camera for You.
The best digital cameras take the best digital photos. Buy your digital
camera here, we have the largest online digital camera store, much
bigger than other online digital camera stores. Why carry a digital
camera? Why not carry a digital camera? Everyone should have a good
digital camera. Digital cameras can make you famous, digital cameras are
a great graduation gift. Digital Camera, Nikon digital cameras, Canon
digital cameras, Sony digital cameras found here. Digital photos can be
saved online, right in your digital photos folder or right on your digital
camera. Digital photography is best when using the best digital camera.
Great deals on digital cameras can be found here, and you can learn

about the newest digital cameras for you and a digital camera for your
family. Digital cameras can make your life in the digital world more digital.
Digital cameras help you capture the moment. Keep your digital photos
safe, and they won’t fade over time.
This stuffed paragraph has 159 words, and 40 of those are part
of the keyword phrase, so this paragraph has a keyword density
of 25%, way above the recommended
1-3%. Search engines can easily identify keyword stuffing now, which is a big
plus for searchers. Stuffed pages are tough to read and unnatural,
and can actually drive potential clients away from
your site.
Search engines today are technologically advanced and can
easily determine whether a site is using unnatural language, keyword
stuffing, hidden text, and other black-hat SEO tactics, so these
should be avoided. These tricks will eventually hurt your

Meta tags
The only meta tag to really worry about is the description meta
tag. This is often used by the search engines to display what a
page is about on the SERP. When there is no description meta
tag the search engine will display a snippet from within the
page’s text, so unless you want Google to choose how to describe
your business for you, it is good practice to include a
description. This gives you an opportunity not only to describe
your site, but also to persuade a reader
that the link toyoursite is worth clicking.

The keyword meta tag is still used by many websites, but it is
no longer used by search engines. For this reason we suggest
not putting forth any effort into using this meta tag.
If you limit your title tag to 70 characters and your meta
description to 150 characters, your text won’t get cut off
by the major search engines in the results page. This way,
you can frame your online SERP message exactly the way
you want it displayed.
Organizing Site Content
The most optimal way to organize a website is to separate it
into “themes.” For example, a car dealer might organize their
site into “car sales,” “car repair,” and “car accessories.”  For
each theme they would have sub-pages corresponding to that
theme, and under each sub-page they could have another set
of sub-pages. It just depends on how much content you have,
need, or want, and if this organizational structure makes logical
sense. We recommend keeping an entire site accessible
through a sitemap, as well as keeping the site no deeper than 3




Content is an opportunity to differentiate your
website, and it plays a major role in SEO. Content
communicates a message to potential clients as
well as to the search engines, and it can set a site
apart from the rest of the marketplace.
Search engines try to mimic people as much as
possible in consuming and evaluating content. Like
people, search engines prefer readable, unique, and
fresh content. Taking the approach of creating
content to satisfy site visitors first and then
optimizing this content for search engines later is
the most effective long-term content strategy.

Endless Possibilities with Content

Most of us will run out of time and money before we will run out
of new keywords to write about. Google says that around 25%
of the daily searches on their site are for new keyword phrases,
never searched for previously – that is over 15 million new
searches a day. This equates to an amazing opportunity in
every industry to rank for old and new keywords alike.
One great advantage to the role of content in SEO is that it
takes work and creativity to create high quality content. This
makes unique content a barrier to the marketplace because you
can’t simply program it or fake it. It must be created.

What Can Content Do for Rankings?

1.Content allows you to increase the words and phrases your
website can rank for. The more keywords you have ranking
well, the greater the potential for increased traffic and increased
customers. It is almost impossible to rank for words and phrases which are
not included on your website, so you need to get all those important keywords
on the site somehow. 2.Content can rank in the search engines without a lot of effort
for many long-tail keywords. We have seen instances where
websites have been able to hit the top spot on a search results
page, and they have accomplished it primarily through the use of fresh,
targeted content. This approach
takes a well-conceived content strategy, which begins with effective
keyword research and then is coupled with the  creation of unique content where
the important keywords,occur naturally.
3.Content also plays an important role in obtaining links from
other websites. Certain types of content can motivate other
website owners to link to your pages, thereby increasing your
traffic, authority, and rankings. If you produce link-worthy content,
you will not only communicate a clear and targeted message
to potential clients, but you will also gather links as others
cite or reference your content and share it with their own traffic and followers.

Content No-No’s

Before we begin with the many ways to increase the content on
sites, let’s start with some absolute “no-no’s” in content.
1.DO NOT manually copy and paste or use software that employs “scraping”
or copying another’s content. Not only is it classless, but the search engines will ignore
and possibly punish you for using duplicate content. It isn’t worth the risk of being
classified as spam by the search engines.
2.Do not buy content from article databases for use on your
site, no matter how well written or appropriate the articles
may be. Additionally, do not rely on text from product description
databases when creating content pages. To get a site with many products
launched quickly, you may have to accept canned product descriptions initially, especially if it is a
pre-packaged commerce site. But you should quickly come up with your own descriptions for each product
as quickly as possible, or append the existing descriptions with customized content or reviews.
Remember to always go for originality over borrowed quantity.

Creating Fresh, Unique Content

Content can be anything, whether it’s an article, a video, an image, an infographic,

a downloadable file, or even an online game. With so many varied forms of content, there
are endless options to create new content. The important thing to remember is that fresh
and unique content is key to superior rankings. The goal with fresh content is to show search engines that your

website is not just a static, unchanging site, but a growing resource of content. Search engines award
websites with fresher content a higher ranking, so it is in your best interest to keep adding fresh
content on a consistent basis. One of the best ways to add fresh content is to start a blog.
One of the reasons blogs have become so popular is because
blog content management systems make adding content very
simple. Blogs can be used to discuss industry news or issues,
announce products, educate visitors, handle public relations issues, reach
out to customers, or convey anything relevant about the website to visitors.
Creating blog content based on your keyword list, including
long-tail keywords, is a great way to ensure a long-term, dependable, and consistent presence
in the search engines. This is done by creating new blog posts (pages), using keywords as a
part of the topic of the page and the page title, and then adding
well written content with the keyword(s) included naturally.
Blogging can be challenging, especially when you are a small
business owner with so many other responsibilities to juggle.
Content takes time and effort to create, and to be most effec-

ive, content must be created and added to the site consistently
over time. Many small business owners find themselves unable
to maintain the necessary pace of adding content.

n fact, due to our own time constraints as small business owners,
we found ourselves in this same situation, essentially needing
content but not having the time to do it as well as we would have liked. As a result,
we actually created a new business called Applied Content to address this content creation
problem, not only for ourselves, but for other website owners as well.
Applied Content is fortunate to have highly skilled writers available to research
and create content for site owners, so anyone can add fresh
content to their site as often as they need to, withou the cost of having an in-house writer.

This option to create content by hiring an outside firm can free
up valuable time and resources. The same principles for creating content must be relayed
to any content creation company or writer. In addition, it is important to always check to make
sure the content received is unique and keyword optimized before it is published.

n our own company blog, we have seen targeted long-tail keywords
rank quite well in the search engines rather quickly, as well as generate a significant amount of traffic to our website.
Much of it is based on the competition for these terms. If you target good long-tail keywords, which aren’t
overly competitive,
yet are relevant to your business, you can quickly find your page ranked by including those keywords
in a blog post.

We have also seen instances where we are actually ranking very
well for some relevant keywords by accident, which has taught
us the importance of using a blog to naturally discuss our business.
Looking at all the keywords
that generate traffic can help
expand your keyword
list and focus your efforts
on trafficgenerating
content. The lesson learned
is you just never know
the words
you use to share
the specifics of your business
become important search
terms and gain visitors and
Besides creating a blog, there are many opportunities in any industry
for creating
content. Creating
content can be just as simple
as generating informational pages about your product,
services, or company and publishing them on your website.
content can come naturally as part of running your business.
an example.
A good friend of ours called one day and asked what he should
do with his website to help it perform better in the SERPs. This
friend owns an auto dealership and deals mostly in used BMW
cars. He also has a repair shop which specializes in repairing
European-made cars. He, like many of us, just wants to be
more visible online.
After a quick review of his site, we gave him a few ideas. First,
he does an excellent job of keeping his car inventory current online.
As soon as the dealership receives a car, they clean it up and
take some photos, then put the photos and a simple description of the car on their site. We
suggested that they spend a little more time creating more content for each car,focusing
on targeted keywords, and the attributes of each car, as well as adding
good keywords to the title and descriptions of the car photos. We further suggested they include local geographical
references in their content, for example, “San Francisco, CA,”



Keywords are the foundation of SEO. When people
go online to find something, most will begin at a
search engine. They enter a keyword or phrase that
describes what they are looking for, and then scan
through the results page to find a site they consider
Everything search engines do to return relevant
search results is built around keywords, so it’s no
wonder most everything in SEO is also based on

Types of Keywords


A “keyword” in SEO can be a single word or multiple words, as
in a “keyword phrase.” There is really no limit to the number of
words in a keyword phrase, and over the years people haveto
learned to use an increased number of descriptive search terms
in order to obtain more specific results.
The term “long-tail keywords” is used to distinguish a group of
less-searched keywords, which are typically four to seven
words or longer. Shorter, more often searched keywords, one to
three words in length, are called “short-tail keywords.” You can
see from the chart below that shorter keywords are more popular
and searched for more often and the longer keyword phrases are
less popular. However, those who use long-tail keywords when searching
purchase more often, so long-tail SEO work is very important.

As an example, let’s use the product “digital camera.” Some
short-tail keyword examples for a digital camera are “digital SLR
camera,” “best digital camera,” and “compact digital camera.”
Long-tail keyword examples would be “SLR digital camera reviews,”
“7 megapixel SLR digital camera,” and “compact professional
SLR digital camera.”
Before we explain how to come up with your own keywords for
your site, we suggest keeping a “keyword list” to organize keywords,
either manually or by using an online tool like we have at
Having keywords in one place will allow you to quickly refer back to them when you are
creating and optimizing content and building links

Choosing Keywords

So how do you come up with these keywords?  Here are a few
1.Internal Brainstorming: No one knows your site and products
better than you do. Think about what your clients are looking
for and how they would use the search engines to find your
business. Get with your employees and business partners
and just talk it out. Be sure to shift focus from industry or technical
jargon to the words and phrases your clients would actually
use when talking about your company and products,
or words used when they have asked questions in the past. This is
a great way to begin gathering keywords.
2.External Brainstorming: Ask family and friends to do a search
in order to find the products or services you sell. What terms
and phrases do they use? It’s amazing just how insightful this
can be. Others can see and describe your products in a very
different manner when they aren’t current clients or familiar
with the products you sell or provide. This is a great activity
for learning how potential clients would attempt to find you
through search.
3.Client Feedback: Ask clients what impressions they get of
your site, company, and products, and write down the words
they use. These phrases and ideas come from those who
have already found your company and purchased in the past.
They might provide some ideas to help address the demographic
and localization differences
in the phrases customers
use to find you initially. These differences can prove to be very
important. The other day I purchased something online and
within a day after I had received the product I got a follow-up
email. In this email they asked me if I was satisfied with the
product and if I had any comments to help them improve in
the future. Thinking about it now, I realize my comments
would really be helpful to this company in finding new and relevant
4.Discussions and Forums: Nearly every industry has some
form of discussion group or forum, where people can discuss
problems or seek advice. Using these groups and forums is a
great place to find keywords that people use when casually
referring to the product, services, and features, and even
when describing problems they may have faced.
5.Keyword Tools: Tools like Google’s Adwords Keyword Tool,
WordTracker, SEOGears’s Keyword Finder and other keyword
discovery tools are great ways to find new keywords. As an
example we will include a screen shot for the keyword phrase
“SLR cameras” entered into the Google keyword tool
( The Keyword
Tool suggested the following as possible additional keywords.


Just start with your top keywords and see what other related
keywords these tools suggest, then record the ones you consider
most relevant


Check your competitor’s website and see what keywords
they are targeting and ranking with. You will not only find
keywords to compete for, but you can get ideas for
keywords you haven’t thought of yet

Other Uses for Keywords

Before we conclude the keyword section, let us provide an important
Your keyword list is not only useful for SEO on your site, but it can also be used for other online marketing
methods, such as Pay-Per-Click, which we will discuss in more
detail in the Bonus section of this e-book. Pay-Per-Click, or PPC, are advertisements on search
engines like Google, Bing, and Yahoo based on your keywords. Take,your full list of
keywords, decide on some important ones and start a few PPC
ads in order to get immediate traffic to your site.
Your keywords are the foundation for the rest of your SEO work.
Don’t spend all your time finding new keywords, but do spend
enough time to get a comprehensive list of relevant keywords to
get you started. Your content and link strategies will need to refer
back to the keyword list time and time again, so if it’s done
right the first time, content creation and linking efforts will be
more efficient and effective as you move forward.

Learn How to Do SEO Yourself

Learn How to Do SEO Yourself


A website’s rankings are not going tomagically improve. New websites are notgoing to instantly have thousands of visitors. This is online reality. But there is something you can do about it.
Search Engine Optimization (SEO) is a tried and true method for increasing rankings, traffic, and sales. It is not rocket science and it does take effort, but with the right online tools, success is very possible.

Importance of SEO


Whether you are a small business owner, a blogger, an entrepreneur,or just curious about SEO, this e-book will take you to the next
level of SEO understanding.Many people hear about SEO and know it is “good for business,”but most people don’t realize how significant a role SEO should play in nearly every firm’s marketing strategy.
Dr. Paul Christ, a widely cited marketing expert, presented the five most important concepts all marketers must know to succeed
in today’s market on his site The second concept on his list was “Search Engine Marketing.” In the top spot was “Customer Loyalty” and in the third position was “Public Relations.” This places SEO right up there with some of the most important marketing strategies today.Many companies are finding success and profit by implementing SEO. Here are a few examples of real companies and real

results:Example 1: An established music programming company, injust four months of implementing an SEO strategy, has seen anincrease of 1,100% in unique visits and an increase of 3,000%
in conversion rates.
Example 2: An existing distribution company increased search
traffic by 225% in the six-month period directly after initiating an
SEO strategy.

Example 3: A news media group increased their Google searchtraffic by 1,200% over an 18 month period while performing
While these types of results are extraordinary and not achieved
by all site owners, they do demonstrate the power of SEO in increasing
traffic and conversions.

Benefits of SEO

The potential benefits of SEO are primarily focused on increased
rankings, but the breadth of the effects of SEO extends far beyond, including:
• Increased traffic
• Increased conversions (sales, customers, or however you
measure success)
• Increased visibility and branding
• Finding targeted, qualified, ready-to-purchase clients
• Long-term positioning
• Exposure to new markets and audiences
• Expanded branding opportunities
• Gaining industry authority

Who can do SEO?

We usually say “anyone can do SEO!!!” because we have seen our share of do-it-yourselfers experience amazing online success. On the other hand, because SEO is work, we have also seen some put forth little effort and ultimately fail. SEO failures occur when a site owner gives up and doesn’t keep working.  The success we have seen comes from site owners devoting some genuine time to learn SEO and then putting forth a consistent effort to apply proven SEO strategies. We aren confident ifn the SEO work is done, then SEO will deliver results.




The process of SEO has never been more important.
Search engines, such as Google, Yahoo, and Bing,
have developed an impressive ability to deliver relevant
search results to a user’s queries.
How well a site is ranked can mean the difference
between continuous sales growth and virtual online
Right now SEO might seem complicated and
overwhelming, but it doesn’t have to be. SEO simply
builds on your understanding of your business and
clients. By learning the principles of SEO and how to
use available SEO tools, you can begin to take
advantage of the millions of new search queries made
each and every day

Who are we to tell you about SEO?


Before we get too far, we thought you might like to know a little
bit about us. We launched the very first suite of online do-ityourself
SEO tools and reports
in 2006. The idea came after
a number of Internet-based
businesses and then realizing
that the success of our sites depended heavily on our
engine rankings for our keywords.
At the time there

online SEO related
tools available, scattered
all over the
but no comprehensive
SEO system with all the tools and
in one place. Hence, the tools at SEO Gears are
a response
to that frustrating situation.
Learning about SEO used to be a real challenge. Previously the
only way to really understand SEO was to spend months reading
articles, blogs, and forums and attending SEO conferences.

then it was difficult to put everything into a cohesive SEO
Opinions of what made good SEO were
varying and
experts” popped up and faded away seemingly as quickly
the seasons changed. It was so crazy,
we even found ourselves
speaking at several SEO conferences
on SEO tools, website
analytics and Local SEO. Over time SEO has finally coalesced
into a foundational form, and the search
engines and
ranking algorithms have fluctuated much less, with apparently
few new factors being introduced
in the last few years.