Chapter 1 - Website Theme And Website Page Themes
Determine Current Website Theme And Website Page Themes
This is the first step in that long term strategy we spoke about earlier. All search engines need to know what you are about in order to recognize and place you appropriately in their index.
So, remember that you have two target audiences; your potential customers and the search engines who are going to tell their searchers about you.
List your target audiences
To optimize traffic and sales, you need to know who will be buying your products and/or services ("p/s's").
Ask yourself the following questions.
- Who are our target audiences?
- What products/services do we have?
- What is our site all about?
- How do our products/services benefit the customer, what are their needs, how can you meet their needs?
- What actions do we want our target audiences to take, what are our calls to action.
Make a list them in the Target Audience Grid of the worksheet in the Marketing & SE Focus Excel Workbook. [Download the Grid, you need Excel to use this grid.]
List the p/s's of your site?
What p/s are being promoted on the site? What sales and responses by searchers will make your Return On Investment worthwhile. List the p/s's on a separate sheet and then transfer them into the Target Audience Grid related to your target audiences.
List all the Website pages related to your p/s's
List all your pages in the Marketing & SE Focus Grid you downloaded, go to the URL Master List Worksheet. Then transfer the p/s's from your Target Audience Grid. List every Page and File Name that relates specifically to each p/s's, not just the product and ordering pages. Remember, we ultimately want to have many pages that will be optimized for different targeted keyword phrases.
What is the overall "theme" of the site based on your pages?
Looking over all your p/s's and your relevant files, what is the overall Theme or Topic of your Web site? The total Web site will be a broad category such as Computer Software, Ford Automobiles, Computer Hardware, Men's Clothing, Real Estate, Bridal Gifts, Restaurants.
Given the Overall Theme of the site, add to your Marketing & SE Focus Grid any future pages you might want to have that explain your p/s's, content related specifically to your theme and your p/s's
If you're a realtor in San Francisco, are there pages that give information about San Francisco? How about your selling process or recommended real estate professionals? Are there pages about how to prepare your home for sale or how to pick a good mortgage broker?
Later you will be adding in additional keywords that can target these pages and drive traffic to your Website from searchers are looking for real estate information on the Web and are also selling or looking for homes to purchase.
Fill in the Marketing focus in the grid of each Website page.
Before starting Chapter 2, Expanding Your Traffic Potential, decide what is the Goal of each Website page, column 5 is where you put that. This will help later in determining the best keyword phrases for driving traffic leading an acceptable ROI.
Remember, you don't try to optimize for more than one or two related keyword phrases for a single page on your site. There will be some spillover, but you target one primary keyword phrase and one secondary keyword phrase for an individual page and apply what SEO instructs you about.
For the San Francisco realtor, the page that shows commercial properties available downtown might have the goal for that page of "Finding buyers for properties for sale." The Page about Choosing a Mortgage Broker could have the goal to "Provide information on mortgage brokers".
No search engine wants you to create special pages just for them. At the same time, since all search engines use their own algorithm, the only way to get a good ranking in all the engines is to have pages that are "friendly" to each engine, so they understand what keywords describe accurately what you are about.
This means that if you are not ranking well for each search engine, you'll need to have specific pages that target them your keyword so they recognize your keyword phrases and can rank you in relationship to your competition. If you create some strong keyword rich content pages that target the algorithm of different engines, you may end up with three different pages of content related to the same keyword.
Now you've established the Target Audience, products/service(s) and pages to optimize to reach your Page Target Goal, you need to find a range of keyword phrases that will drive searchers to your pages and put that in the Grid
