Agentur Suchmaschinenoptimierung

In case you are looking for SEO Tips (Linkaufbau Agentur) using the newly unleashed Google AdWords Keyword Tool, now you can take the guesswork out of SEO once and for all to assess competitive keyword benchmarks.

By using two free SEO tools, you can perform “gap analysis” and immediately determine where you rank now and create a performance program spanning the gamut to structure just how far you’ll need to go “to close the gap” and rank in the top 5% of SEO keyword nirvana for each phrase.

In case you missed the buzz about the New Google AdWords Keyword Suggestion Tool, Google has unleashed a new function which actually shows factual data for monthly search volume.

This alone is great news, but the fact that it analyzes keyword stemming as well and cross references semantic variations of keywords (that have related connotation and psychographic emphasis) is even more amazing.

For example, for those unfamiliar with gap analysis; the process of identifying the gap between your own website, content and links to the target objective / competition who occupies a top ranking position, gap analysis allows you to assess and potentially bridge the gap for each keyword through adding content, links and website authority.

There are three primary methods for accomplishing systematic search engine positioning through using search engine fundamentals such as allinanchor (how many links are supporting your pages, both internal and external), allintitle (how many pages with keyword in the title you have supporting the topic) and allinurl (what continuity exists in the naming conventions or name of the domain / website). Rather than go into that now, you can find an excellent summary on allinanchor, allintext and allinurl here after skimming this technique.

However, the basic exercise we propose next provides a framework in which to mold your efforts to attain your goals when setting the benchmark for keywords you may or may not already have waiting to rise to the top.

So, let’s get right to the “How To” part!

Step 1: Sizing Up the Target Site.

Open the Google AdWords Suggestion Tool, instead of adding a keyword to assess, use the second option instead which allows you to add a page or domain URL to extract related keywords from the page or site.

The great thing about this technique is, you can use it on your site or a competitor’s to glean useful inside data on where they rank of which keywords that already have traction for. As a side benefit, you can also use it as a guidepost to keep your keyword objectives on track and moving upward over time without distraction.

So, once on the screen click the website content radial button and enter the website URL. Hit return and let the Keyword tool do its job.

Step 2: Next, Export the Data.

At the bottom of the screen under download all keywords: select (.csv for excel).

Step3: Extracting the Keywords (Copy and Paste the Keywords).

For the next step you will require a position / ranking checker or you can manually enter them if you elect in Google one keyword at a time. One that we use that works perfectly for the job was created by master-mind Aaron Wall from SEOBook and amply named Rank Checker (follow link to download).

Rank checker works with Firefox and is a free SEO Tool / Add On that you can download from Aaron’s site. After you have it installed and working, go back to the excel file.

Touch the first result in the column with your keywords, hold the shift key (this is important) and then select the last keyword in the column. Then hit Control-C to copy the list.

Step 4: Using Rank Checker to Collect Ranking Data.

Now go to Rank Checker (great Tool Aaron), select the add multiple keywords tab, paste your results and run a report.

From there, you will have keywords extracted on recommendations from Google’s assessment / on page analysis combined with where you currently rank on Google, Yahoo an MSN.

Now you have a great optimization target you can use to build links, content or authority over time. Just in case your too busy, we know of a great SEO company offering services that encompass tasks just like these and more…

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Related posts:

1. SEO Tips for Using the Google AdWords Keyword Suggestion Tool
2. SEO Tool SEM Rush Adds New Keyword Trend Data
3. The Last Keyword Tool You’ll Ever Need
4. Google Website Analysis: Live Site Review
5. SEO and Positioning – Keyword SEO

You can have your website rank higher on search  engines like Google and Yahoo by analyzing your content and comparing it to  similar websites. This process begins by discovering where your site stands in  search rankings.

Backlinks

• Search engines like links. Linking away from your website helps, but  backlinks, or external websites that link to yours, will increase your search  engine ranking. Research what other websites your visitors navigate to and find  a way to have these websites link to your website. You may achieve this through  advertisements or a friendly email. If your website does not have backlinks from  other websites, it will not climb in search engine  results.

Analysis

• Review your website to see how your keywords and links blend together. If you  have too many keywords or your links are few and far between, tweak your website  to create a better balance. Just as search engines do not like sparse content,  they also protect their results against oversaturated  websites.

Maybe people who are deeper in SEO than myself have already heard about “SEO gap” and there may be people who think it is useful but…

First, I need to clarify what “SEO gap” is. You start with identifying the search leader and its market share for certain region. Good source for information is Comscore. For example let’s take Google as the leading search provider in US and assume its market share is 75% (the number is close but may not be completely acurate). Then you look at your analytics data and you see that from all search engine referrals you have, those from Google are 82%. Here is the math:

SEO Gap = Referrals from Search Engine – Search Engine Market Share

For the example above:

SEO Gap = 82% – 75% = +7%

So far, so good! Now you know how to calculate a number and you even have a name for it. Now what? What does this number tell you?

My personal opinion is that calculating SEO Gap is result of “analysis paralysis” (term is trade marked by Robert Kiyosaki but I really like it:)). On the question “Why is this useful to know?” I never get satisfactory answer from our BI team, but I see this every month in our scorecard. The answer I most often get is:

■Knowing the SEO gap you know how much the traffic you get from the search engine deviates from the market share for this search engine and this is your opportunity
Normally I don’t get it (stupid me:)) and ask follow-up questions. It is logical to think that being in the negative numbers is not good for your web site and my first question is: “So, we would like to be in the positive numbers – right?” The answer to this one really messes up my mind. No, you don’t want to be in the positive numbers because this means that you don’t get enough traffic from the non-leading search engines and you eat from their traffic (read “you lose users who use other search engines”). As it comes out the ideal number is 0% (ZERO). Zero means you get exactly enough traffic from this search engine as you are supposed to get. Period. And what? What does this tell me? Why do I need to know this? What is the action I can take when I know that? “If you are not ZERO you know that you need to go and optimize either for this search engine or other engines”, is one of the answers. Yes, but I don’t know which one is the engine second by market share and how do I compare to it (because you don’t have it on the scorecard). And even if I know, how does this help me?… I really got distracted (even in my post). I pay too much attention to a number and I don’t look anymore at my business.

Here is why. Let’s assume that I receive 10M referrals from search engines in that region and Google has 75% market share. Let’s assume that my site is at ZERO SEO gap, which translates to 7.5M referrals from Google. Woohoo! I am good! Sure, I am if I don’t look at my competitors. They may get 30M referrals from search engines and their SEO gap may be -35%. If you do the math this translates to 30M * (75% – 35%) = 30M * 40% = 12M. Am I good? Of course not! I suck! Because I spend time calculating number that needs 1/2h to explain and many more hours to translate to the scorecard while my competitors spend time to drive traffic and maybe improve their rankings, keep people on their sites, improve content to encourage linking and who knows what else. If I can summarize with two words: my competitor “drives business”, while I “invent numbers”.

What I learned is that if I am in the Web business I should not spend my time inventing numbers; I should spend my time (and my BI team’s time) more wisely and measure the right things, not some hypothetical “what if” scenarios. I should be practical, not theoretical – my Web site is a business for me and not a science project.

By the way, how do you feel when somebody tells you: “Your goal is to be ZERO”? Really excited – aren’t you?

Want to know what it will take to get your website ranked at the top of the search engines? It’s all about links. Links are the most fundamental building blocks of the Internet and Search Engine Optimization (SEO).

As Google explains on their technology page [google.com/technology/], in-bound links (links pointing to your website from other websites) and Google PageRank are critical to ranking high at the Google search engine. In fact, we’ve found that inbound links (also called “backlinks”) and the keyword optimized text in and around those inbound links account for about 95% of optimizing for the “Big 3” search engines — Google, Yahoo! and MSN Search.

SEO Gap Analysis:

If you want to know what it will take to get top rankings for your keyword phrases do the following 4 steps…

1) Identify Your Keyword Phrases – Research and identify what keyword phrases your target market uses to search for products or services like yours. List them out.

2) Analyze Google’s Top Sites for Your Keyword Phrases – Simply go to Google, type in the keyword you want to rank for and see which competitor sites rank the highest. Take note of their URLs. For example: competitorsite1.com, competitorsite2.com, etc.

3) Anchor Text Analysis – Now, go to Yahoo.com and run anchor text analysis to see what their in-bound link text says. Look at the exact anchor text they’re using by searching Yahoo! like this… link:http://www.competitorsite1.com. This will display a list of the websites that link to your competitor’s site. Click the links, look at each web page and take note of the link text that is hyperlinked to your competitor’s website. You’ll want to use the same (or very similar) anchor text that your competitor’s are using. NOTE: This is time consuming! To speed things up, I highly recommend Brad Callen’s “SEO Elite” software. Simply open SEO Elite, type in your keyword phrase you want to analyze, click all 5 Search Engines and have the software find ALL the links.

4) allinanchor Ranking Analysis – Next, go to Google and conduct the following searches to see who ranks highest for these…

allinanchor: keyword phrase
allintitle: keyword phrase
allintext: keyword phrase

For Example:

If you’re a realtor in Bend Oregon, you’d like your site to rank #1 for “bend oregon realtor” right? Of course, so conduct the following allinanchor searches on Google…

allinanchor: bend oregon realtor
allintitle: bend oregon realtor
allintext: bend oregon realtor

Why Do We Do This?

This is how you research to see who has the most…

1) in-bound links that say “bend oregon realtor”
2) links from pages that say “bend oregon realtor” in the page’s title
3) links from pages that say “bend oregon realtor” in the page’s text

Because…

If your website can rank the highest for all 3, you should get top 10 ranking in Google (Usually #1!) This is basically how Search Engine Optimization works.

If your site is ranking low for “allinanchor” you need more backlinks with your keywords in the anchor text — links that include the keyword phrase in the text of the hyperlink.

If your site is ranking low for allintext or allintitle you need to get more relevant links — links from web pages that include the keyword phrase in the text and title.

Simple as that!

Matt Hockin is President of Interactive Marketing, Inc., an Internet marketing company specializing in helping businesses increase sales by maximizing website search engine visibility and website conversions through the process of web site optimization http://www.interactivemarketinginc.com

Here is a post explaining a simple way to add some extra info to your Google Analytics data to help improve your natural search traffic. In this post I hope to show you…

1. An explanation of what’s missing from Google Analytics in terms of actionable SEO data.
2. How to fix it.
3. A free excel template so that you can play about with it yourself.
4. A tutorial to accompany the excel spreadsheet.
5. The actions to take as a result of the data.
6. Some suggestions for extending this further.

Part 1: The Problem with Using Google Analytics for SEO

The SEO data in Google Analytics pretty much consists of these 2 things:

1. A list of terms that are bringing you traffic.
2. The numbers of visits for those terms.

You can track whether you are increasing or decreasing traffic over time. And there are extras there, like bounce rate & conversion rate by keyword, which help you to fix the journey after someone lands on your site.

But for the most part it is far more useful for seeing “did we do ok with search engine traffic yesterday?” rather than the more forward looking  “what can we do to improve traffic from search engines tomorrow?”

Part 2: How to Fix this Problem – SEO gap analysis

To fix it, we will take the most useful search-related report from Google Analytics & add extra data to it from elsewhere. Here’s the extra data that should be added:

1. The estimated total volume of search traffic available for each term.
2. Our current percentage of the maximum available traffic.
3. Our current rank for each term.
4. Which page of ours is currently ranking.

And here’s how this all looks when combined:

So rather than scratching our heads wondering where to start, that immediately tells us:

1. Which search terms are bringing us most visits today?
2. Which keywords do we have the potential to improve for? (& which the fastest?)
3. What pages do we need to change to do that?
4. What extra actions can we take to get more traffic for each term?

Part 3: How to Do This Yourself (Free Excel Gap Analysis Spreadsheet)

If you are interested in doing this yourself, download the example excel workbook here:

http://bit.ly/ga-workbook

The data here is from 3 sources. You should be able to gather your own version of this data & paste it in to see your own results. Here is a list of the data sources:

1. Google Analytics.
2. SEOBook’s Rank Checker.
3. The Google Keyword Tool.
4. (Sheet 4 in the workbook combines data from the other 3).

If you are unsure how to use any of those, or why we’d choose them in the first place, this is all explained in the tutorial below:

Part 4: How The Excel Workbook Fits Together

Obtaining the data from the Google Analytics is quite involved, so I have prepared this in a tutorial available for download on Scribd.

[Editor’s note: Within Google Analytics you can limit clicks from Keywords to either Paid or Natural by selecting the relevant link in the Traffic Sources, Keywords report – this enables you to create a gap analysis for both together if you wish.

by Dan Barker