Clarity and quality

If asked to find a resource on the term "Maximo" and given the page from Vetasi website would you be thrilled with the page?

If asked to find a resource on "Maximo support" and given the page from Vetasi website would you be thrilled with the page?

A useful approach is to buy keywords and see whether they yield business benefit.

• Adapt keywords
• Test keywords
• Re-test keywords regularly

Aligns page content with target keywords.

A page cannot be optimised unless it is targetting a keyword.

Set-up a keyword distribution spreadsheet. An example is shown below:

Keywords distribution spreadsheet

There's a huge amount of data and it's important that we can consider and evaluate the attributes of keywords to determine whether we should target them within our keyword strategy.

There are 3-things we need to consider:

• Relevance
• Search Volume
• Competition

Relevance

Does this keyword accurately reflect the nature of the products and services you offer?

Before you optimise your website you need to know what keywords you're targetting.

To do that we do keyword research...

Find the keywords to focus your efforts on can be challenging. But there is a lot of data out there and a structured approach

With reporting set-up we can measure business benefits by setting key performance indicators.

We can tracking SERPs ranking for key phrases from our chosen geographical destination.

We can measure visitors to our sites and see which pages are most popular.

How long people stay on pages. Whether they engage with a page and move to another page.

Whether they do a desired action whilst on the site which we can record as a conversion and compare on a monthly basis.

SEO requires a lot of work, a lot of time and a lot of patience. It is a long term process that builds long term value. It takes time to execute a strategy, research keywords, create content and build links and authority and resolve technical issues.

It's a never ending process there is always work to be done.

It also takes search engines time to discover and reward your site for the improvements made and it being reflected in the search results.

SERPs pages consist of paid and organic search results. SEO focusses on improving the ranking of the organic search results. However, where a Google Adword campaign is running it will also benefit from SEO efforts. This is because the Google Quality Score is used to determine both the ranking and cost per click for paid advertising. The more relevant the page the higher the Google quality score.

Typical page will have 10-organic results that will link out to different web pages.

These are some key SEO definitions.