Charles Williams

CTU/DMKT305 Unit 4 IP

Kristin Trask


A search engine optimization plan is a technique of categorizing the content of a website according to topics, enabling search engines like Google to comprehend the intention of a user when searching. It aids in the generation of organic competent guidance to a website. To efficiently market a website, there must be a good comprehension of the market in focus, and the creation of a well-planned data focused SEO. The first step in creating a successive search engine optimization plan is to come up with a catalog of that should be covered from one month to another. This process can commence with the compilation of an average of ten short words and terminologies that are related to the organization’s products and services.

The Google keyword toolkit can be utilized to establish their search volume and deduce variations that pan out with the business. Utilizing a measure of the search capacity and competition, one should be able to lessen the list to between ten and fifteen important short-tail keywords. This list is then ranked in an order that shows prioritization to the business. The next step in the formulation of an SEO is to optimize the webpage for specific keywords. These keywords serve as pillars for a bigger collection of long tail keywords (gold, 2014). Five to ten of these long keywords should be identified and should have the potential to dig down into the actual topic keyword.

To compose good webpage ideas, one can utilize subtopics that describe certain notions within each original topic identified in the steps above. These subtopics can be put into a keyword examination toolkit to come up with long-tail keywords that can be used to create a webpage. The accumulation of these subtopics creates a cluster. For example, ten pillar topics can be utilized to sustain a cluster of between five and ten subtopics. Current search engines rely on these topic clusters to create a connection between a user and the required online data they are searching for.

It is almost impossible to attempt to get a sheet to rank for a small number of keywords. To overcome this issue, one can come up with a webpage for each ten pillar topics mentioned in the discussion above, that highlights the topic prominently. This requires the application of the long tail keywords. The pillar pages are essentially like the table of contents that brief the user on subtopics elaborated in a blog post. The number of topics for the pillar pages should be simultaneous with the number of diverse products or services and locations of the business. This makes it simpler for potential customers and clients to find the organization in the search engines regardless of the keywords they utilize.

In order to enhance the user experience, the webpage should have just the admissible content for the prospective consumer and should include images and links to the organization website. Furthermore, blogging could be employed to capture the site users and to rank for keywords. Therefore, it is essential to set up a blog for the business since each blog post increases the probability of ranking in the search engine. However, while writing the blog posts, one should avoid using the long-tail keyword in an excess of four times in a page, in order to prevent being penalized or reducing a rank due to keyword stuffing.

Each blog post should also be linked into, using the pillar page that sustains the subtopic (Lippay, 2010). This connection of the pillar page and the cluster notifies the search engine about a relation between the topic being ranked for, and the long-tail keyword. The organization needs to post blogs on a weekly basis to progress their page authority. There is merit in writing erratic topics that the readers care about because it gives the website authority according to the search engine, causing them to pay more interest to the organization’s domain. As the clusters pick up prominence, the topics should maintain priority to the organization’s needs.

Another method of increasing a website ranking is by using sitemaps. There are two kinds of sitemaps, namely XML, and HTML. HTML cannot improve the website ranking. XML, on the other hand, can improve the ranking. Search engines find data by crawling it then relating their algorithm against what was crawled in a process called indexing (Labrador, 2016). A sitemap is a clever way of enabling the search engine to crawl as many pages as possible and at a faster rate than it normally does. XML sitemaps are useful not only the indexing process by giving a complete list of URLs on a site, but also providing additional and valuable data to the search engines about the organization’s site. XML also assists in the crawling of new data and it is also useful in identifying problems.

It is also important to add Meta Tags to the organization’s website. A Meta Tag is a HTML snippet that gives the search engine information about the contents of the website. They contain keywords that enable the search engine to show the website’s content in the search results for consumers seeking for related results (Patel). The various tags that can be used include;

a) Title tag- they are the most important tags and are the only visible tags to the average consumer. An example of a title tag that could be used in the organization’s website is “<title>Eastern Real Estate Developers</title>”

b) Description tag- it gives information about the nature of the website. A description tag that could be used by the website is;

“Rent unique accommodations and feel at home anywhere in the world with ERED”

c) Keywords tag- it shows the search keywords for a website. Some great keywords this real estate organization could use are; Real Estate, Invest, Homes, Sales, Commercial

Other types of tags that could be used are the Header tags, image alt tags for images and the Noflow link tags which help increase the website’s domain authority. Another key inclusion for the SEO is the website goal statement. The organization’s goal statement could be, “committed to helping you build a home”. For off page search engine optimization, link-building should be the key objective. It is the process of enticing backlinks to the organization’s website from somewhere else. One strategy of attracting inbound links is by posting about current news, hence increasing the chances of being linked to by other blog owners in the industry.

Finally, the organization needs to evaluate and trail their search engine optimization success. SEO consumes a large amount of an organization’s time and resources. Therefore, it is important to employ different metrics to trail the plan and evaluate its success on a regular basis. The most important metric should involve organic trafficking. The organization should utilize a tool that tracks both the traffic number and how the pages are ranking for each long-tail keyword they are aiming (Fortin, 2018). The organization should also use a dashboard like Google sheets to supervise the amount of traffic on their website.

References Fortin, D. (2018, april 3). How to Create an SEO Strategy for 2018 [Template Included]. Retrieved from hubspot: gold, t. (2014, november 24). The Ultimate SEO Checklist: 15 Steps to Optimize Your Content Marketing Plan. Retrieved from contentmarketinginstitute: Labrador, E. (2016, february 13). The importance of XML sitemap in SEO. Retrieved from oncrawl: Lippay, L. (2010, april 6). The 8-Step SEO Strategy. Retrieved from moz: Patel, N. (n.d.). 7 Essential HTML Tags That Seperate SEO Pros From The Rookies. Retrieved from Neil Patel:

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