Some of the key foundations of SEO are Keywords, Conversion of the client once he hits the site and the Analysis of the site using Google Analytics or other tools that assist in the ongoing fine tuning of your website. Chris Boggs, Daniel Waisberg and Ran get down to some basics and not so basic tips that will assist you in Optimizing your site.
In this rather insightful blog by Chris Boggs he states that the chosen keywords must satisfy two major criteria: relevancy and popularity and you can’t overestimate the importance of strong keyword research. . Relevant keywords include those that are both brand- and product-related. The value of any SEO effort lies in the keywords you choose. It’s really that simple .
Although keyword research is also important for search engine optimization (SEO), testing can happen more rapidly in PPC advertising, and changes can be made with immediate results. For SEO, you have to stick with the keywords you chose for at least long enough to get that page indexed and help develop links that utilize the keyword in the anchor text to that page.
Keyword research should be an iterative process that is never solely dictated by the client or by the agency/SEM firm providing the consultation.
In this article Daniel Waisberg that highlights how it is essential to adopt a customer centricity approach to web analytics (see this 7 page ebook on standard approach to web analytics) and ensure that the focus is not just on increasing your SEO but also conversions. Rankings and traffic are not good measures of success for SEO efforts; you should focus on conversions and be sure to calculate the ROI of our organic traffic as we do for all other medium. In summary he says to keep in mind the tradeoff between including content in the website and keeping it focused on conversions; choose carefully and optimize SEO landing pages; use your internal search to expand your keyword targeting on search engines and to give customers what they are looking for.
When you’re working on your site SEO, one of the most important aspects (often forgotten) is to continually measure, analyze and fine tune your work. Firstly, to make sure you’re not wasting your time by not having anything to show for your efforts and secondly to ensure you haven’t done more harm than good. Good SEOs will often use analytics to measure the result of their work so using your Google Analytics account here are some ways to measure your SEO: