© 2007 ibm corporation search engine marketing coe july 2007 search engine optimization: organic...
TRANSCRIPT
© 2007 IBM Corporation
Search Engine Marketing COE
July 2007
Search engine optimization:
Organic search authoring basics
Content Quality Council: Schema and terminology work group
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© 2007 IBM Corporation2
SEM COE
How to use this course
This course is best used in slideshow mode.
Throughout the course, there arelink icons at the bottom of slides that enable you to move around the course.
The table of contents at right is interactive. Click the
links to jump to the sections you want to learn about.
The keyword usage and writing techniques sections are also interactive. Click the guidance statements to access more information. Click the link back icons to go back to the guidance list.
At the end of the course, you can take a pop quiz to see how well you have done.
In the pop quiz, wait for the questions and use the down arrow to display the answers.
Interactive table of contents
Search COE mission and goals
Course purpose and scope
Why take this course?
What is your missed opportunity?
What is Search Engine Optimization (SEO)?
How users view search engine results pages
How search engines work
How to improve rankings: Keyword usage
Improve search results: Writing techniques
Writing techniques for title tags
Optimizing abstracts and short descriptions
Examples
Tools for researching optimal keywords
Pop quiz on SEO
Search resources and checklists
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© 2007 IBM Corporation3
SEM COE
The Search COE consists of four pillars
Audience Programs
program support
SEM Methodology
WW Community
Measurement Standards
& Infrastructure
infrastructureprogram support
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© 2007 IBM Corporation4
SEM COE
This course is part of the SEM Methodology pillar
Audience Programs
program support
SEM Methodology
WW Community
Measurement Standards
& Infrastructure
infrastructure
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© 2007 IBM Corporation5
SEM COE
SEM Methodology activities
Defined SEM process Defined and delivered the SEM Roadmap for IBM
Scoped and created leading-edge workshops and best practices “Resolving keyword conflicts” (July 15, 2007) “Understanding paid search ad copy” (May 23, 2007) “Beating click fraud” (June 6, 2007) “Organic search authoring basics” (July 18, 2007) Six more workshops by the end of 2007, including:
PR & Search MM & Search (product/solution naming etc.) “Advanced organic search authoring” Others
Evaluate and scope supporting tools
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© 2007 IBM Corporation6
SEM COE
Course purpose and scope
This course helps authors, editors, terminologists, and folks who are not writers by trade improve the visibility of their content for search engines.
This course focuses on organic search—how external search engines find content on ibm.com pages. It does not address paid search—how ibm.com pays for position on external search engines.
Organic search results Paid search results
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© 2007 IBM Corporation7
SEM COE
Why take this course?
84% of technology buyers begin looking for information on products and services through search engines.
70% of buyers click organic results before they click paid results.
IBM pays by the click for paid search placement. Organic search results cost nothing but author awareness and education.
Source: KnowledgeStorm survey, May 2007
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© 2007 IBM Corporation8
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What is your missed opportunity?
keywordEst. Searches
per MonthSE Visits (Organic)
Share of Clicks
Current Rank at Google
Share of Clicks Visits
Share of
Clicks Visits
DB2 Information on Demand:
db2 18,618 7,164 38.48% 1 40% 283 - -database software 214,760 7 0.00% Not in top 30 3% 6,436 8% 17,174 database management 113,939 5 0.00% Not in top 30 3% 3,413 8% 9,110 document management 1,618,298 72 0.00% Not in top 30 3% 48,477 8% 129,392 Lotus:Lotus Notes 93,419 17,238 18.45% Not in top 30 40% 20,130 - -collaboration software 34,132 12 0.04% Not in top 30 3% 1,012 8% 2,719 instant messaging 1,893,706 12 0.00% Not in top 30 3% 56,799 8% 151,484 portal software 9,527 17 0.18% 25 3% 269 8% 745 Rational:Rational Unified Process 5,230 2,349 44.91% 1 - - - -portfolio management 1,047,160 31 0.00% 12 3% 31,384 8% 83,742 software testing 210,720 5 0.00% Not in top 30 3% 6,317 8% 16,853 rapid application development 5,294 3 0.06% Not in top 30 3% 156 8% 421 Tivoli:Tivoli Storage Manager 2,093 1,041 49.74% 1 - - - -service level management 1,477 5 0.34% 29 3% 39 8% 113 identity management 2,708 6 0.22% Not in top 30 3% 75 8% 211 infrastructure management 1,791 4 0.22% Not in top 30 3% 50 8% 139 WebSphere:WebSphere Application Server 2,265 736 32.49% 1 - - - -soa 12,188 2,253 18.49% 15 20% 185 - -application server 75,596 81 0.11% 9 3% 2,187 8% 5,967 information integration 354 43 12.15% 1 20% 28 - -
- Total 5,363,275 31,084 0.58% Monthly 177,238 418,069
2,126,861 5,016,824
Incremental Monthy Visits
Annual Incremental
Source: Lee Moore, Search and syndication program manager, ibm.com
Software Group (SWG) search data shows that organic search effectiveness is a key traffic driver to its brand sites.
There is a strong correlation between search ranking and traffic to SWG Web pages.
When the visits, share of clicks, and the ranking are low, it means the content is not well optimized for organic search.
There are 5.33 million missed opportunities in this month alone.
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© 2007 IBM Corporation9
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What is search engine optimization?
Search engine optimization (SEO) is the practice of guiding the development or redevelopment of Web content so that it naturally attracts visitors by winning top ranking on the major search engines.
SEO increases traffic to content containing selected search terms and phrases. It includes the following practices:
Ensuring that your site enables spiders to visit and index the content on your site
Ensuring that the pages on your site are as compliant as possible with the search engine scoring algorithms
Ensuring that your pages do not resort to keyword or metadata spamming or other tricks to entice spiders to come to your site
Ensuring that your pages include the keyword phrases actually used by searchers
Ensuring that your site’s pages are shown in the top three in organic search results
Ensuring compelling and action-oriented abstracts or descriptions that encourage visits
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© 2007 IBM Corporation10
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How users view search engine results pages (SERP)
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© 2007 IBM Corporation11
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Searchers mainly focus on the title or snippet
SERP Result - Where Searchers Look
Title30%
Snippet44%
URL21%
Other5%
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Note: Search Engines highlight the keyword phrase used by the searcher when found in the title and snippet (also known as the abstract or short description). This draws the attention of the searcher to those places.
© 2007 IBM Corporation12
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Users scan search engine results in this pattern
Aggregate heat map: All consumer-search activity
Red is most-viewed; black is not viewed.
X indicates user clicksSource: Enquiro
Aggregate heat map: All consumer-search activity
Red is most-viewed; black is not viewed.
X indicates user clicksSource: Enquiro
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© 2007 IBM Corporation13
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Get in the top three if you want users to click through
Visitors view their results for an average of 6.3 seconds before clicking on a link.
6.3 seconds is just enough time to scan the first three results and the top two ads.
Visitors view their results for an average of 6.3 seconds before clicking on a link.
6.3 seconds is just enough time to scan the first three results and the top two ads.
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Technology buyers are particular in how they search
Technology buyers conduct sophisticated, patient searches.
56% of technology buyers using a major search engine typically use complex phrases of three or more words when they look for technology information.
More than 53% will scan three to five pages (30-50 results) before finding a result that interests them, redefining, or abandoning their search.
Marketers can reflect the more complex search terms used by technology buyers when they optimize their pages for search.
47% of technology buyers click on one of the top five organic results.
Source: KnowledgeStorm survey, May 2007
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How does a typical search algorithm work?
Spam and inflation detection Verifying that no unethical tricks are being used Verifying that the page honestly reflects its content and its relationship to other
pages on the site
Keyword phrase inclusion or content relevancy How are the keywords located on the page and relative to each other? What is the relationship of the keyword to the content?
Internet relevancy How many other sites and pages are linked to this site and page? How “relevant” are the pages and sites linking to the page? How are the other links referenced that point to the page?
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Leverage keyword placement to increase relevance
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1
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Only the acronym is used. The full term product lifecycle management searched 100 times more frequently.
The keyword phrase is in a graphic that is invisible to search engines.
Content is not very compelling to a searcher nor does it help relevance. And there isn’t enough content on the page.
There are no contextual cues for these links.
Before optimization, this page ranked #175 on Google
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Source: Bill Hunt
© 2007 IBM Corporation19
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After optimization, the page ranked #1 or #2 on Google and Yahoo in all countries
Used the full search term
Converted image to text so search engine can read and score with prominence
Linked to SWG PLM page, which helped push it to #2
Content is more relevant and compelling
Site updated to 2006 ibm.com design template
74% of all traffic to page is from search engines
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Source: Bill Hunt
© 2007 IBM Corporation20
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Use your keyword frequently and spread it throughout the page.
Structure your content to include your keyword.
Bolded text increases click-through rates.
If your keyword is more than one word, keep the words adjacent.
Use terms related to your keyword.
Stem your keyword and use its plural when possible. Use synonyms and the complete forms of acronyms with any acrony
m based keywords.
Marketing writers: Check with your business unit search leader
to ensure that you are using the right words.
Improve search rankings: Keyword usage
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For content heavy pages, use inline links and anchors to different parts of the
page and include the keyword.
Use descriptive link text rather than generic text.
Use direct and simple language to complement the searcher’s mindset to get information quickly.
Include problem statements, not just solution names.
Include at least 300 words per page.
Improve search results: Writing techniques
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Where is the title tag?
The page title is not the title tag
The title tag displays in this field
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© 2007 IBM Corporation24
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Generic writing techniques for title tags
The copy you use in the title tag is one of the most important factors in how search engines rank your site.
The title tag is also what appears in the search engine result pages as the clickable heading describing what your site is all about.
It’s very important to get the balance right in optimizing the title tag with keywords relevant to the Web page.
Also, make it stand out in a way that people are more likely to click your listing instead of your competitor’s.
Think of the title tag as the title of a movie, book, or magazine; it is the first experience most users and customers have with your Web site. It helps them find the content in your site that responds to their need.
Follow the tips below to optimize the title tag:
Use primary, unique keywords in the <title tag>. Title tag could be up to 65 characters that count. Place the primary keyword towards the beginning of the title.
There should only be one title tag per page which should include the "Primary Keyword" identified for the page. Each title tag should be unique and relevant to the content of the page. Avoid repeating keywords within a title tag. Remove stop words (for example a or the) from title tags where possible.
IBM should be the first word but the keyword should be second if possible. Title tags must be compliant with 3.3.0 standards. If you use acronyms in Title tags, they should be spelled out as well. http://w3-03.ibm.com/transform/sas/as-web.nsf/ContentDocsByTitle/HTML+Authoring
Format: <IBM – Primary Keyword – Additional Keywords – Country> For example, “IBM Customer Relationship Management (CRM) Solutions for Small and Medium Business – Canada”
Include call to action words in title tag such as benefits right within the title tag.
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Writing title tags that humans can scan
Titles should be easy to scan for the human user and the search engine.
The title should make sense to the user who will see the title in the search results; it should also contain keywords that will make the page rank well.
• For example this title…
<title>IBM WebSphere - e-business on demand, middleware, application server, portal, business integration, infrastructure software</title>
might rank well in a search engine for a search on those terms, but it does not tell the human reader what the page is about and would not encourage the user to click on the link and the page.
Instead, a title such as this…
<title>IBM Websphere Application Server Software</title>
This is more user-friendly and has the specific keyword most relevant to the page.
Source: Jennette Banks: developerWorks External search and community lead
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Writing ever more detailed title tags in a hierarchy
The more detailed the page, the more focused the title tag keywords should be.
For example, rather than giving the title WebSphere Portal Server for a page focused on software, use a title such as WebSphere Portal Server Software.
Also, top level overview pages (those closer to the top of the directory) need to be labeled with just a short keyword description of the individual content. As you drill-down deeper into the directory, you can elaborate further within the title tags and add more keywords.
Example of hierarchy:
Top page: IBM Software
Landing page : IBM Rational Software
Leaf page (Article): IBM Rational Application developer
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Source: Jennette Banks: developerWorks External search and community lead
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Title tag optimization matrix
Source: Driving Search Traffic to Your Company’s Web Site, Mike Moran and Bill Hunt
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Optimizing abstracts and short descriptions
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Structure the first three sentences as follows:
In addition to the keyword phrase, clearly explain the problem and how IBM solves the problem.
Eliminate any unnecessary words.
Keep your information at the highest level. You can always fill in the details lower on the page.
Avoid jargon, brand names or technical terms.
This abstract is often pulled into search results as the description for the page. Ensure that it gives enough relevant information to encourage the user to click the link.
Techniques to help ensure clear and concise abstracts in search results
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Techniques to improve abstracts for PDFs
Before you save your PDF, set the document properties by clicking File > Document Properties
Google scans the Title field first before reviewing the content within the PDF. If you don’t fill it in, some authoring tools will fill it with gibberish, and Google will display that gibberish in its abstracts.
It helps to have the same subject in the document properties file as the metadata you tag the content with.
Don’t spam the keyword field, but a few keywords can help.
PartnerWorld improved search placement on selected PDFs on average from 20th to 1st using this method alone.
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Have some links above the fold– search engines assume information above the fold is most relevant
Include keywords within links: Replace all “Learn More \ Next Steps” links with “Learn more about drug development”.
Have some context to the links on the page: Ask are they linked to relevant content?
Have links to related content and other Life Science solutions, it’s effective marketing and increases the number of relevant links on the page.
Organize content using headings, bold and ordered lists, on page anchor links.
Use terms related to your keyword. Stem keywords and use their plural
forms when possible. Use your keyword in the opening
sentence of the page. Include at least 300 words per page. Have the keyword occur at least 2-
10% of the total word count (e.g. for 300 words, primary keyword needs to show up 2-3 times at least!).
Is this relevant?
Where are the keywords?
Avoid keywords based on internal product names (IBM speak) or add the generic term as description.
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Use terms based on keyword demand and what users actually search for – for example. “Drug Development” instead of “Drug discovery”.
Make use of breadcrumbs navigation trail to increase links with relevant keywords.
Replace graphic page titles with text.
Add secondary keywords in bold. Write compelling content; include
the primary keyword, ensure that it is easy to read, concise and free of IBM-speak.
Use keywords within page headings.
Include featured products, related services, spotlight, and special offer modules. (You increase cross-selling and search at the same time.)
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Browser title: IBM – Drug Development & Life Science Solutions – United States
Breadcrumbs: Express Advantage for medium business > Industries > Life Science Solutions > Drug Development
Page title: <H1>Life sciences: Drug Development</H1>
Subtitle: Drug discovery solutions for midsize Life Science Businesses
Keywords within page headings: Benefits of IBM Drug Development Solutions
Include featured products, related services, spotlight, special offer modules
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Create content that search engines will find and place in the top three results
Google scans the first 100 words of Web pages to help determine content relevance.
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Keyword phrase:
Create, manage, and distribute digital media
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Tools for researching optimal keywords
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What are keywords?
Keywords are content elements that you want search engines to find relevant, and to highly rank your content on search engine results pages. Depending on your audience, your keywords can be one word, a combination of words, or an entire phrase.
Keywords are the emphasized words in the visible text of search results pages.
Optimizing your content for keywords means using keywords in ways that match user queries when they enter terms and phrases into search fields, and maximizing your rankings on the pages that result from user search queries.
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Tools in selecting keyword phrases that work
Google AdWords: https://adwords.google.com/select/KeywordToolExternal
The site does help you choose keywords, but it doesn’t give you numbers.
Source: Driving Search Traffic to Your Company’s Web Site, Mike Moran and Bill Hunt
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Tools in selecting keyword phrases that work
Free Web sites tell you what people are searching on:Use the Digital Point Solutions “Keyword Suggestion Tool” (create an account first): http://www.digitalpoint.com/tools/keywords/?action=create&lang=english
These tools give you numbers. But the results are based on information from Webcrawler, Dogpile, and Yahoo, so the numbers are not completely definitive.
Source: Driving Search Traffic to Your Company’s Web Site, Mike Moran and Bill Hunt
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Try the Overture Keyword Selector Tool: http://inventory.overture.com/d/searchinventory/suggestion/
at no cost from Yahoo.
Yahoo uses the Google engine, so results reflect how the keywords would work on Google.
Keyword selector tool
Source: Driving Search Traffic to Your Company’s Web Site, Mike Moran and Bill Hunt
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Free tools for the Web copywriter
To check a Web page for keyword prominence and density use Ranks NL located at http://www.ranks.nl/tools/spider.html .
To check for synonyms you can use the Synonym Directory located at http://vancouver-webpages.com/synonyms.html
For related words and synonyms you can also use the Lexical Freenet located at http://www.lexfn.com/
The Acronym, Abbreviation, and Initialism Dictionary can be found at http://www.acronymfinder.com/
IBM Mulilingual Terminology located at http://w3-117.ibm.com/standards/terminology/cgi-bin/lookup.pl?user_group=corporate
Source: Driving Search Traffic to Your Company’s Web Site, Mike Moran and Bill Hunt
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Place keywords in the first 25 words in the visible text of the page to increase keyword prominence. The first sentence of the page should be a brief statement of a specific call to action or purpose of the page.
Engines such as Google create the description for the results page by displaying the first sentence on the page that encapsulates the keyword that was entered by the user in the search field.
If possible the keyword should be the first word of the string.
Your page will also be more relevant if your keyword appears at the end of the visible text. To do this, put your keyword in the last paragraph of your copy.
Keywords in the first sentence
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Your keyword should constitute between 2% and 10% of the total number of words on the page. This is referred to as keyword density.
Break the page into subgroups and use the keywords in headings, subheadings, bold statements, bulleted lists, and anywhere it captures a person's attention and tells them they are in the right place.
Use the keyword phrase often and do not switch exclusively to an acronym replacement.
Keyword density
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Keyword orderingHow you order your keywords on a
page helps search engines determine how important that keyword is for search. If it is in the first sentence of every section or subsection within a page, the search engine will flag it as a primary keyword on that page.
If you build a logically structured page, with a hierarchy of terms and concepts, the spider will more easily rank the relative importance of keywords within the hierarchy.
HTML formatting, such as headings, bolded text, ordered lists, on-page anchor links, and organization, is critical to determining the page structure.
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Keyword formatting
Keywords appearing as emphasized or bolded text stand out to search engine spiders by increasing the keyword prominence factor.
For example, spiders allocate more value to words found in the <h1> HTML tag, which creates the content page title or headline.
Include keywords in and around hyperlinks. Like emphasized text, if your keyword phrase appears in or near a hyperlink, search engines will determine that it is more relevant.
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Keyword proximityKeep keyword phrases together. When search engines cannot find an exact match they will look for the individual keywords that are close to each other. This is called keyword proximity. This is an excellent way to integrate keyword variations on the page.
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Keywords in contextSearch engines examine all of the
text in a document on a page to determine to what extent the words are relevant to each other, or to commonly used terminology.
For example, if your keyword phrase is PC hardware, and other terms such as RAM, CPU, and hard drive also appear on the page, the search engine will determine that the page has a higher relevance than a page that did not have as many related terms on it.
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Keyword stemming Include other grammatical
variations of your keyword on the same page—called stemming. Users might enter your keyword in many different parts of speech. For this reason, search engines give pages with multiple variations of the same keyword a higher degree of relevance than pages with uniform keyword usage.
An example of stemming is diet, dietician and dietary. If a keyword is stemmed to its root form (for example financing and financial to finance) search engines will view anchor text, search queries, and the like containing that term as equivalent and interchangeable.
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Include the spelled out form of your acronym in close proximity to the use of the acronym. IBM style dictates that you spell out your term on first reference and include the acronym in parentheses right after the term’s first use. This also helps search engine ranking.
Do not rely solely on the acronym after first reference. Use the spelled out version frequently, especially at the start of a major subsection and in link text.
For example, include Customer relationship management (CRM), CRM solution, and CRM solutions in the same page. Use keyword research to determine which is more popular – the phrase or acronym.
Keywords & acronyms
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Search Team – Contact Leader List
AAudience
IBM PPaid
OOrganic
IBM Media Ogilvy Acct Ogilvy Media
Global Sher Taton
James Mathewson
Cynthia Fishel
Damian Haase
X X Dave Manzo John Anagnost Jason Clement
Addam Berger
Bill Hunt
LOB Terri Michigan X X Claudio Zibenberg Jen Rosen
Jennifer Regan
Jason Clement
David Rittenhouse
IT John Fredette
Julie Cohen
David Bruce
Judi Tennenbaum Molly Wagman Jason Clement
Addam Berger
MM Debbie Wildgoose
Donna Branca
Joanne Jackson Michael Maloney Jason Clement
Addam Berger
CIO Dave Bayuk X X Dave Manzo Becca Valle Jason Clement
David Rittenhouse
ITM Marco Pereira X X Dave Manzo Nedim Aruz Jason Clement
David Rittenhouse
AG Maria Hensel X Jason Clement
Addam Berger
Europe Sophie Davidson X X Michael Harp Mikhail Basman
AP Rowan Watts X X Vicky Argyrakis
Effective 7/16/07
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Search engines use named anchor data, particularly in longer documents or those carrying a consistent structure (as with many Wikipedia entries) to help with classification and ranking.
Write descriptive anchor text
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Link text is one of the essential areas engines scan to determine keyword rankings. Where practical, incorporate the keyword phrase, product name, or product category related to the content of the page to which you are linking.
Creates a contextual bond to the page that is it linking to making it more relevant.
Write descriptive link text
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Write with industry-standard terms
Describe your topic with a primary keyword phrase this is understood by clients and the industry. Don’t use IBM jargon.
For example, IBM uses the term Information Management to describe what the industry typically calls database software. Though you’re required to use the term Information Management somewhere on the page describing DB2 or Informix offerings, the keyword phrase you place near the top should be database software.
Source: Driving Search Traffic to Your Company’s Web Site, Mike Moran and Bill Hunt
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Write solutions to problems
Searchers don’t necessarily use formal solution names, rather they use language to help them solve problems.
Action words such as improve, enhance, and reduce work just as well as improve productivity or consolidate resources.
Common industry problems include lowering total cost of ownership, increasing revenue, and increasing customer satisfaction.
Solutions that include an expected return on investment will rank higher than those that do not.
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Write a minimum of 300 words per pageStudies show that a 300-word count for
each optimized page exactly balances reader needs and search engine requirements.
Search engines prefer pages with an overall word count of between 300 and 500 words.
Using more words does not dilute relevance as long as long as there is an adequate representation of the primary keyword phrase.
Pages should include the relevant information, especially the primary keyword phrase above the fold—that is on the first screen of the page. With strong design elements, 300 to 500 words will just fit above the fold.
Detailed feature and benefit statements are the golden nuggets that tempt prospects and create conversions.
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Describe your topic with a primary keyword phrase
Instant quiz:
Is “grow my profits” a good primary keyword phrase? (Decide on your answer — you’re on the honor system, now — and then press .)
Instant quiz:
Is “grow my profits” a good primary keyword phrase? (Decide on your answer — you’re on the honor system, now — and then press .)
Most clients will already have a sense of what these business tools are and whether they might help:
– Customer relationship management
– Enterprise resource management
– Product lifecycle management
– Service oriented architecture
– Supply chain management
X No.
A real need and widely desired, but 100% generic — and in no way specific to any single IBM offering.
X No.
A real need and widely desired, but 100% generic — and in no way specific to any single IBM offering.
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Pop quiz:
Does this copy show good placement of the primary keyword phrase?
Pop quiz:
Does this copy show good placement of the primary keyword phrase?
Pop quiz: Use the primary keyword phrase near the top
X No.
The primary keyword phrase should be “service oriented architecture,” but it’s not in the headline or in the first few lines lof the body copy: zero for two.
X No.
The primary keyword phrase should be “service oriented architecture,” but it’s not in the headline or in the first few lines lof the body copy: zero for two.
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X No.
1) Spelling out the primary keyword phrase several times will improve search engine rankings.
2) Readers skim to the section that seems most relevant to them. It’s important to spell out the keyword phrase near the top of each major section.
X No.
1) Spelling out the primary keyword phrase several times will improve search engine rankings.
2) Readers skim to the section that seems most relevant to them. It’s important to spell out the keyword phrase near the top of each major section.
Pop quiz: Using acronyms as keyword replacements
Pop quiz:
Once you’ve spelled out supply chain management (SCM) the first time, how about just using SCM from there on? That would save a lot of space.
Pop quiz:
Once you’ve spelled out supply chain management (SCM) the first time, how about just using SCM from there on? That would save a lot of space.
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Pop quiz:
Will these statements enable search engines to rank them highly?
Pop quiz:
Will these statements enable search engines to rank them highly?
Pop quiz: provide a clear and concise content statement near the top
Yes.
All of these ranked #1 or #2 on searches within the ibm.com domain.
Yes.
All of these ranked #1 or #2 on searches within the ibm.com domain.
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Pop quiz: Are these descriptions/title sufficient to rank highly in a Web search?Pop quiz: Are these descriptions/title sufficient to rank highly in a Web search?
Pop quiz: provide a clear and concise statement of content near the top
Yes. This ranked #1 on searches for the bolded keyword phrases.
Yes. This ranked #1 on searches for the bolded keyword phrases.
X No. The keyword phrase of “service oriented architecture” is correct and in the top 10 results, but it is too broad and there is too much competition for this term. To rank higher, this term should be modified with keywords a searcher would use to refine the query.
Yes. This ranked #1 on searches for the bolded keyword phrases.
Yes. This ranked #1 on searches for the bolded keyword phrases.
X No. The keyword phrase of “service oriented architecture” is correct and in the top 10 results, but it is too broad and there is too much competition for this term. To rank higher, this term should be modified with keywords a searcher would use to refine the query.
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Include problem statements, not just solution names
Instant quiz:
Is “improve productivity” a good problem statement?
Instant quiz:
Is “improve productivity” a good problem statement?
How many people will search for these exact phrases?
– Financial and accounting solution for media and entertainment from IBM – Private e-marketplace solutions for automotive from IBM
– Multichannel solution from IBM and Chordiant
– Rational or Tivoli or any product name without a description of the functionality of the product
( Hint: Not many.)
Yes.
Searchers will most likely use Boolean logic by adding terms such as: “+automotive,” “+banking,” “+consumer products,” So optimize for those terms as well.
Yes.
Searchers will most likely use Boolean logic by adding terms such as: “+automotive,” “+banking,” “+consumer products,” So optimize for those terms as well.
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Quick reference for using keywords
Title tag: up to 65 characters; put the primary keyword towards the beginning of the title; put the Title tag as
the first tag after the <head> tag generally helps improve the page ranking.
Description\abstract Tag: up to 150 characters; the primary keyword should be in the description. Keep it
short, concise, and to-the-point, and create a unique description for each page. Use keyword near beginning
of text, show benefit and call to action.
Keywords: Ideally 20 to 25 keywords; do not repeat the same keyword more than two to three times and
only include keywords that reflect the content of the page. The keyword list should be unique to each page.
Put the primary keyword and the most relevant terms at the start of the list; use both single words, phrases,
acronyms or misspellings
Keyword density: Your keyword should constitute at least 2%, while with your page it is only 1.7%.
Increase the keyword weight so its value ranges within the boundaries of 2-10 percent. Keep in mind the
possibility of using different forms of keywords. While ranking, search engines consider not only direct
matches of keywords, but also their various alterations.
Keyword prominence: Ensure that the page title is within the <H1> tag with keyword in it; keyword should
also be high up in the body, so first paragraph of text on the page should have the primary keyword towards
the beginning of the text, since SE will often use this snippet within the search results; Using the <H1> tag or
using the bold face for the keyword increases its prominence.
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SEO 101 - important termsBody copy The first sentence of the page should be a brief statement of a specific call to action or purpose of the page. This
sentence is like the opening sentence of an article and sets the theme for the page. Also, engines like Google create the description for the results page by displaying the first sentence on the page that encapsulates the keyword that was searched.
Search engines generally focus on the first 300 words of a given page, so these words should contain our targeted keywords in order to build a solid keyword density. Search engines prefer pages with an overall body word count of between 250 – 500 words. Having more words is not a problem as long as there is an adequate representation of the
primary keyword phrase.
Primary keyword A particular word or phrase that we expect searchers to frequently use as a query.
Keyword frequency The number of times a keyword appears within a Web page. If your page contains 12 occurrences of a keyword, its keyword frequency is 12.
Keyword prominence The placement and position of a term on a page indicates its relative value to a search engine. The most prominent keyword location is the first word of the page’s title, because the title is the best placement and the first word is the best position. We recommend placing important keywords at, or near, the start of a Web page, a sentence, or a TITLE or META tag.
Keyword density The ratio of a particular search query's terms to all terms on a page. For example, if you want your 200-word page to be found for a specific word and your page contains 12 occurrences of that word, the keyword density of your page is 6% for the given term (12/200).
Link popularity Google and Yahoo use links to the page as a secondary indicator or the quality of the information on the page and also to validate the context. The goal is to get as many high-quality, contextually relevant links from pages outside of your domain as possible. There is no magic number you just need to have more quality votes than those pages currently
ranking higher in the search results. Link text A word or short phrase on a Web page that provides the visual hypertext link to another page or to somewhere else on
that same page. Using keywords instead of “Learn More” adds context to a link and increases its relevance to a SE.
Page heading Search engines view <h1> to <h6> tags just like the headline of a newspaper article or a press release. Engines give the tags weight because the tags describe the content that follows. In a perfect scenario, a spider looks for a combination of title tag, <h1> tag, and the first and last 25 words on a page to contain a common theme, including specific keywords.
Preferred landing page (PLP) A preferred landing page is the optimal page that should be seen by the searcher for this specific keyword.
Stop words Words that occur with a very high frequency (such as and or the) are ignored by search engines when entered by searchers.
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Quick reference worksheet
Keep these things in mind when writing your page content. Making sure each is addressed will improve your page’s visibility on search engines, both inside and outside IBM.
Keywords Reminder NotesPrimary What words are target audience using?
Use 2-3 words per page, esp. in page titlesand title tags.
Content Reminder NotesFirst paragraph of text Use direct, simple, relevant language.
140-150 characters. Develop inabstract and metatags.
Bulleted lists Use to help keep language simple.Links for more info, etc. Include keyword phrase in links,
don’t just say “learn more,” use descriptive text.
Titles Reminder Notes
Browser title Use primary keyword in titles.Page title Use <H1> tag instead of graphic.
Metadata Reminder NotesKeyword meta tag Page “indexing.” Include primary
keywords at start of list.
Description/abstract meta tag Use keywords towardbeginning of abstract, limit to150 characters.
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Keyword planning and selection checklist
Be able to answer these initial
questions What do your customers need? What problems are they trying to solve? What words do they use to describe their needs and problems?What Content do we have on our site that would satisfy someone's search? What words would you search for to find that Content?How would you describe your product to a novice?What words do industry magazines and industry analysts use to describe your products? Is there a product Category name that they use?What words are your competitors targeting? Where in the Learn – Shop – Buy cycle do the customers fall?
Don’t just focus on single words – multiple word phrases are often more effective and targeted. Consider noun + adjective.
For example, “fast server” rather than just “server.” Also use plurals, synonyms, and the complete forms of acronyms with any acronym based keywords. For examples, “crm solution,” “crm solutions,” “customer relationship management.”
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Title tag checklist
Does the page have a title tag with the title tag’s character
limit met?
Also known as the browser title, example: <title>IBM Tivoli Software</title> where title tag can have up to 75 characters. It should be easy to read for human eyes while having the primary keyword to help the spiders, since this is what users will see as the heading of a search result.
Is the title tag unique to the page? The title tag should be the first tag after the <head> tag so search engines can locate it
quickly.
There should only be one title tag per page which should include the primary keyword identified for the url. Each title tag should be unique and relevant to the content of the page. Avoid repeating keywords within a title tag.
Is the primary keyword phrase used as the first word or near the beginning of the tag?
Primary keyword should be in the title tag. Remove stop words (for example, a or the) and hypens from title tags where possible.
Follow standards - Does the title tag include IBM as the first word?
IBM should be the first word but the keyword should be second if possible. Title tags must be compliant with 3.3.0 standards. If you use acronyms in Title tags, they should be spelled out as well.
Format: <IBM Primary Keyword Additional Keywords Country> For example, “IBM Customer Relationship Management (CRM) Solutions for Small & Medium Business – Canada”
Does the title tag match the content described in the first paragraph of visible text?
Should help to continue the theme of the page/describe the content on the page.
If you use acronyms in Title tags, they should be spelled out as well.
Example: IBM Service Oriented Architecture - SOA
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Page title checklist
Is the page title a graphic or
text? Important note: if the page title is an image, you lose valuable real estate for your search term. Change to Text and include the primary keyword.
Is the format for the page title
a <h1> tag or CSS? The h1 title should be in text and contain the keyword.
Is the primary keyword phrase used as the first word or near the beginning of the page title?
Page title and title tag should have similar keywords - graphic page titles do not count.
Does the title tag match the content described in the first paragraph of visible text?
Page should not lead with a set of bullets. There should be a brief value statement explaining what the user can find and do on the page.
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Page content checklist
How many occurrences of the primary keyword are in visible
text?
Your keyword should constitute at least 2% of the words on the page (2 instances of the keyword per 100 words on the page) - Aim between the 2-10% range.
What is the keyword prominence?
Place keywords higher up in the page, in the first paragraph or first 100 words, are keywords used as bolded
text or links.
Are the keywords in the first 10-20 visible words on the
page?
Rewrite the description, make it concise and include the primary keyword within the first 20 words.
Is the primary keyword included within the ALT tag for images?
Use alternative text that strongly describes all of your images so that search engines and sight-impaired readers understand them.
Use a text version of "Why IBM“ rather than an image version for upper level page hero spots.
Make pages search friendly right from the start. Page titles and the first visible content is essential for engines to determine ranking and is also essential for maintaining relevant results in IBM's site search.
Update Images containing text into plain text
Where possible, rather than rendering text onto images, the text should be written as html text in a table with a background image. The same look can usually be achieved but using this technique the search engines will be able to read the text.
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General search considerations
Additional places to consider for external links: business blogs, wikis, forums
The number of links you have to your site is called link popularity. In general the search engines weigh external links higher than internal because it is a measure of another's evaluation of your site.
Does your site have
competitors? Take a keyword, see who comes up in the top five and see who links to them. For example, take the keyword "Infrastructure security" and see who is in the top 5 sites. Then, check backlinks coming to them and compile a list of folks you would want to link to your site. Use "link:URL" in the search bar to find all the pages that are linking to your page.
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Anatomy of an organic search result
<title>WebSphere Business Integration software: model, integrate, connect, monitor and manage</title>
<meta name="description" content="IBM WebSphere Business Integration (WBI) software allows companies to realize the benefits of end-to-end integration through five core capabilities: model, integrate, connect, monitor and manage, IBM WebSphere Business Integration allows companies to realize the benefits of end-to-end integration through five core capabilities: model, integrate, connect, monitor and manage" />
OR
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