Internet Marketing - Matt Bailey [59]
uses the word cool a few times in the text. tag provides a significant amount of weight for this page to be ranked well in comparison with other, similar websites.<p>Using Comparison as a Guide<p>When evaluating the sites that rank ahead of your website for your intended phrases, look at the similarities shared among the sites ranking on the first page. In addition, check out the links coming into these sites. The links will not always be the primary indicator, even though they are important. In some cases, sites with thousands of back-links do not rank well against a well-optimized website with only a few back-links. Everything has to work together for successful rankings.<p>When evaluating competitive sites, make note of the important text areas on the pages and throughout the site, such as the <title> tag, headlines, headings, navigation links, text links, and other miscellaneous areas. Also, evaluate the incoming text to the domain and to the page in particular. In addition to the incoming links, look over the sites that are linking to the domain, and see whether there are any well-known sites that could be considered as an authority site. Sometimes, one of these links can be found, which provides a logical reason as to the value given to your competitor site.<p>By evaluating the sites that have rankings, you can begin to formulate some of the more well-known ranking factors that the sites have in common and can begin to develop a strategy to gain rankings for your own site. This comparison may also show you where your site stands in comparison with the back-links from other websites. If your site has only a few dozen incoming links from other websites and your competitors have a few hundred, then you can see where the bulk of your work will lie over the next weeks or months and what type of campaign may be necessary to gain more visibility.<p>Model the websites that are doing well, and observe how their sites are built and optimized. This is a good method to simply mirror what they are doing in order to become competitive. After becoming competitive, then you move on to gaining market share. A good marketing campaign not only can bring additional visibility and market share, but may also bring some valuable links as well. SEO is not just the beginnning of gaining rankings; for the marketer who understands SEO, it can be a side benefit from other online marketing activities.<p>SEO Is Just the Start<p>Just as the SEO industry had to evolve in order to be relevant, your skills will need to expand in order to grasp the complexity of skills necessary to develop, manage, and market a website. Future chapters will cover keyword selection, website architecture, programming, content development, persuasive content, analytics, and marketing.<p>The basic SEO skill set is necessary for many reasons, because it is something that can easily become a part of the editorial process when adding new content. It is helpful in developing the programming of a website to make it search-friendly. It means taking keyword research beyond content optimization and using it as business intelligence and better understanding the searcher. Link building becomes part of marketing; future chapters will show how you can market your content to gain links, credibility, and visibility. The basics of architecture, server settings, and programming will always be a necessity because these skills are always needed for troubleshooting and maintenance.<p>Understanding how information works online and how it is viewed by both humans and machines will help you create an understanding of the online marketing world. Understanding the history of online communications can help a marketer realize that the lasting power</div>
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Figure 5-14: SEO on ScienceMuseumGifts
One could infer that the basic root phrase science gifts is most likely the most relevant, and these sites are showing up from the additional search term cool. Most likely both of these sites would still rank well for the root phrase science gifts. However, as noted earlier, the specific phrase being used in the