It is critical that you identify the best search terms and keywords used on your competitors' sites (Step 1). To help in this keyword analysis effort we offer tips, advice and tools to research the competition and query history information available through several sources.
Page URL:
Scan the reports and identify the keywords that appear prominent on the page. Write down the top keyword phrases that each site uses, then analyze those back in Step 1 above if they are new to your list.
It is worth mentioning that sometimes your competition does something deceptive and hides their keywords. Cloaking is a server technique designed to hide keywords and actually deceive search engines into granting rankings that the sites do not deserve. This server technology submits alternate pages when the search engine looks for the page. These stealth techniques were designed to offer content to the search engine that is exceptionally keyword-loaded in an attempt to bias the spider into giving the page a higher ranking position. Some people submit pages that present the spiders with content that differs from what browsers will see. We strongly discourage the use of this type of technique — that is spam.
SEO Tip: You should also search for your domain name in the major search engines. While this is not obvious, it is very informative. Search both Google and Yahoo! using the following search format: ".bruceclay.com" -site:bruceclay.com. Replace bruceclay.com in the search query with your domain name.
It is important that you do NOT take the HTML source (and thus content) from a competitor's page. Not only is it a copyright violation, but it will result in duplicate content and will cause SEO optimization difficulties. All that you really need are sample keywords used for search engine ranking. Using brainstorming techniques you should re-combine the words to make a complete list. Be sure that you do not target trademarked words since that could lead to legal action against you. Copyrights on a site protect contiguous character strings and include displayed and hidden text (including keyword strings), so you cannot take a large portion of a site's content and use it to compete against the site. Even if there is not a copyright, the content is considered intellectual property, and there may be a severe negative effect from taking it.
The use of trademarked or registered names is illegal without appropriate notations and statements in the page. If you intend to use a word or phrase that legally belongs to a competitor, you must follow accepted fair use publication and legal credit guidelines. This applies to all of your internet marketing projects, so please beware.
It is far more important to rank well with many search criteria than to be number one with only one criterion!
As an additional note, use different keyword patterns and titles for ALL of the major pages in your site, and submit each individual URL to get all of the different keywords and titles added to the search engine. The goal of search engine optimization is to be found for many keyword searches, so have each page cater to different keywords!
Search Engine Optimization/MPI
It may be helpful to view the Title, Meta Description, Meta Keywords, Headings for many pages and compare them in one pass rather than loading each individual page separately. The Multi-page Info Tool (MPI) will give you this information and whether or not the page has a rel="canonical" tag on it and lets you compare these at once. To use the tool, simply enter up to 6 URLs and click Get Data.
SEO Tip: The Meta Keywords tag may work for some search engines, while Google, Bing and Yahoo (and many others) emphasize content and titles. As a result, it is important to have the most common words also appear at the top and throughout your site if it can be done without hurting the appeal of the site. If the search is for "search engine optimization tips," put that string in the title, description, keywords, headings, throughout the content and in inbound links.
Need More Keyword Help? - Search Terms and Keywords What Makes a Good Keyword? How to Choose Keywords How To Use Keywords
Search Engine Optimization/Domain Report Tool
In regards to competitors, it is also helpful to find out how many pages your competitors have indexed in the major search engines. This will help you figure out how much content with competitive keywords you will need on your site. The Search Engine Optimization/Domain Report tool below will check Google, Yahoo! Search and Bing to see how many pages for each site are indexed in each engine.
Domain: (e.g. www.domain.com)
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SEOToolSet® Domain Indexing Report
SEOToolSet® - Search Engine Optimization Tools
Search Engine Optimization ToolsThe SEOToolSet® is a Bruce Clay, Inc.-authored collection of indispensable SEO tools designed for search engine optimization by SEOs. This product set includes keyword research tools, competitor research tools, Web page analyzers, ranking monitors, ranking report modules, link analysis tools and more. Exceptionally robust and feature rich, this is a system of interrelated SEO tools designed to be one of the best tool collections on the market. It combines a great many search engine marketing tools not commonly connected together in this intuitive manner, facilitating deeper understanding and control of the SEO process. If you intend to promote your own Web site, then you MUST try our search engine optimization tools.
"Search Engine Optimization without the best tools is like doing brain surgery with a hammer."
Review our tools, then try them: [ Free Visitor Versions | SEOToolSet Subscribers | Subscribe to our SEO tools now ]
Repeat Steps 1 and 2 Until You Have Finished Your Keyword Searches
Be sure to mix up the sequence of the keywords if (and only if) appropriate and they still make sense, for example: "word1 word2 word3" then "word3 word1 word2" then "word2 word3 word1," etc. Keep searching until you are satisfied that you have most of the keywords relevant to your site. Simply put, you can never have sufficient search engine ranking. If you think you do, simply add some more keywords appropriate to your site.
Advanced topic: How to Solve Web Server Technical Issues — To help with your SEO optimization projects, it is critical that technical barriers to ranking be removed. These technical SEO tips are available with detailed instructions. We encourage you to read and implement those that apply to your installation. Server and design problems need to be fixed in order to achieve top rankings.
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