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Using This SEO Template

This SEO Template will let you organize your website's on-page SEO (search engine
optimization). It will help you formulate a plan, make it easier to coordinate pages and
keywords, and allow you to track both changes and results all in one place. To make this
template easy to use, this cover sheet will break down how to use each section within the
template, highlighting the nuances of the layout and while providing tips for to help you
maximize your productivity using this template.

Column A: Content Type


The content type denotes the type of page you are working on. Is it your home page or an
internal page? Is it a landing page or a blog post? A product page or a thank-you page? It's
important to note which page you are editing to keep track of how the edits relate to the
overall mission of that page.

Column B: Current URL


The current URL is something that can be entered manually or exported from a site
crawler report. HubSpot's Page Performance tool (under Reports) allows you to export all
indexed pages on your site. From that exported document, you can simply copy and paste
the URLs. If you are not using HubSpot you can try using a free tool like Xenu's link
crawler (http://xenus-link-sleuth.en.softonic.com).

NOTE: You will inevitably have to do some sort of file clean up on this file import. In
addition to the pages you want to review, most tools will export pages from your webiste
that you may not want to optimize. Organize your template/spreadsheet by order of
importance and focus on optimizing 5-10 pages a week based on the URL. This will allow
you to pace yourself and use your time wisely on the road to optimization.

Column C: Current Page Title


The current page title is as simple as it sounds -- the current title of the page you have
selected to optimize. Page titles can be exported with either tool mentioned above (in the
"current URL" section).

Column E: Current Page Description


The current page description is a simple the description of your page. It is also commonly
referred to as the page's meta description. Page descriptions can be exported with either
tool mentioned above (in the "current URL" section).

Column G: What's the purpose of the page?


Define the overall goal of this page. This is something you will want to manually define
(perhaps for each page or for a group of pages). Is it to provide product information,
define a solution, serve as FAQ, promote an event? What's the end goal? Has the content
on this page delivered that purpose?

Column H: Who is the target audience?


On-page SEO starts with this key concept. Your target audience, or buyer persona, is the
market for whom you are writing your content. If you don't know who you are writing for,
or who you are trying to attract through your SEO tactics, your content will be aimless.
Clearly define which persona type each page targets.

Column J: Edit Date


Make a manual note of the date each time you edit a particular page. In the end you
cannot edit all pages at once, so it is important to note when changes occurred -especially if you have to report progress back to someone else, such as a boss or a client.

Column K: New Page Title


This is where the planning for your new SEO strategy begins. Manually note/plan new
page titles for a particular page. The goal here is to lay out the purpose of the page
without being redundant. Best practice for page titles is "Keyword | Keyword Variation."
See an example on the optimization template.

Column L: Page Title Length


The length columns will make sure that you adhere to certain character limits. The
recommended length for page titles is 70 characters. This temlate automatically
calculates page length for you.
TIP: A quick and easy way to kick off your optimization project is to update all page titles
longer than 70 characters.
Column L: New Page Description
Enter your new page description. Descriptions should be one short, declarative sentence
that incorporates your keyword -- which you laid it out in your page title -- in some form.
The page content should not just repeat verbatim the content you have it on the page
itself.
Column N: Page Description Length

The length columns will make sure that you adhere to certain character limits. This will
automatically be calculated for you. The recommended length for page titles is 150
characters.
Column O: Target Keyword
Think of your target keyword as the designated topic for a particular page. Define only
one topic per page. This allows you to go more in depth and provide detailed information.
This means that you are also only optimizing for one keyword per page.

NOTE: There a few exceptions to this rule. For instance, your home page would be a
potential candidate for multiple target keywords. The goal of your home page is to explain
what your entire website/business, and you may need a few keywords (four typically) to
do that.

Column P: Content
Aim to have at least 500 words per page. Your content needs to be thorough, clear and
provide solutions. Again, write for your target audience. How can you help them?
Compelling content is also error free - check spelling and grammar. Format content to
make it easier to read and digest.
Column Q: Header
Define what you will use as a header to introduce your content. Formatting your headers
helps make content easier to read and digest. It also provides visual cues to your readers
and search engines. Typically the very first header is an H1, or header one, on a page.
However, if you have clearly defined the purpose of the page somewhere at the top, you
may not need to strictly follow this design rule.

Column R: Subheaders
Subheaders serve the same purpose as headers, but to introduce sub-sections of your
content. Use sub-headers to visually break up your content into smaller bite size chunks.

Columns S-T: Images


Another great visual cue to offer your readers is an image. An image on your page is a
great anchor and draw to your content, particularly for blog posts. Ensure the image is
relevant, related to your content and large enough to draw interest. Aditionally, name the
image file appropriately. Includea keyword and context with your image name. For
instance, opt for a descriptive "keyword_and_how_it_relates.jpg" rather than
"image123.jpg". Provide an alt text description whenever possible.

Columns U-V: Internal links


Anytime you include references to other sources or pages in your content, you need to
provide a link to that referring source - whether it is your own content or an external
source. When you link to outside sources you have the option of passing SEO credit or not.
If you decide not to pass credit, that link becomes "no-follow" link. A "no-follow" link
means a search engine crawler will not follow that URL/link. However, as long as the site is
reputable, the best practice is to provide SEO credit to that source as you link to it. Linking
to other pages is used to cite sources and to provides more in-depth information. For
instance, if you have an overview page where the goal is just to highlight and briefly touch
upon a subject, and you have a deeper internal page that goes into more detail, it makes
sense to link to that internal page from your overview. The text you use to create the
hyperlink is called the anchor text. Often, you'll see the words "click here" or "read more"
as anchor text. That works when appropriate, however, whenever possible naturally
incorporate a few words (ideally including a keyword) to the referring page.

Column W: Social Media Sharing


How people use your content is a critical factor of a page's performance, and social media
sharing is a big component of your site SEO. Make it easy for people to share your content
by including share links in a visible place.
Column AA: Calls-to-action
Every page of your website is a conversion opportunity. To make this possible, include at
least one call-to-action on every page. Many pages may have multiple calls-to-action.
When possible include a call-to-action at each stage of the buying funnel - top of the
funnel (TOFU), middle of the funnel (MOFU) and bottom of the funnel (BOFU). As you add
or edit/update calls-to-action (perhaps making them more relevant), be sure to also note
conversion rate changes.

Column AG: Notes


Make notes if needed. You may want to note if a page needs to be updated entirely
because the content is out of date. Or perhaps a topic needs to be explained further and
thus you want to blog more about it. Note if a page needs to be movedm if the URL
changes, or if a 301 redirect needs to be set up. It's a good place to track to-dos.

Additional Tips:
* Plan each SEO element in columns B-AE on the next tab.
* Use a variation of the "Target Keyword" in each element.
* Optimize each page for one term only.
* Once you finalize your SEO plans, implement these changes on your website, or pass the
work along to someone (IT or a third party) to implement for you.
Note: This will take time to complete, aim to work on 5-10 pages a week.

Next Step:
Simplify your search engine optimization by trying HubSpot's SEO tool for free. While
this template will help you organize your on-page SEO through planning and tracking,
it's important to then monitor how all your work is returning results.
The HubSpot Keywords shows you which terms you and your competitors are currently
ranking for, and helps you understand the keywords you should be targeting.

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Scroll to the right to complete template >>


Plan each SEO element in columns B-AE. Use a variation of your Target Keyword in each element.
Content Type

Current URL

i.e. website page, blog post,


landing page etc.

Example

(home
page)

Home Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page
Internal Page

http://www.domain.com

Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal
Internal

Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page
Page

e >>

variation of your Target Keyword in each element.


Current Page Title

Company Name :: Internet Marketing Systems, Internet Marketing, Marketing Software

Length
70 character max

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Current Page Description

Internet Marketing Software, Internet Marketing, Marketing Software

Length

What's the purpose of the page?

150 character
max

define value proposition

67

home page, explain scope of business

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Who is the target audience?


define persona

enterprise, 200+ employees, technical

Marketing Campaign

Edit Date

list each related campaign

Branding and Social Media Campaign

MM-DD-YY

New Page Title

Title Length

70 characters max, separate keyword phrases w/pipes (keyword | keyword)

Internet Marketing Software | Product Name & Type

49
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New Page Description


150 characters max. Short sentence.

Company name's internet marketing software has XYZ for XYZ persona.

Description
Length

Target Keyword

Content

67

Internet Marketing
Software

needs to be updated. See Google doc.

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Header

Subheaders

All-in-one Internet Marketing Software

Product specific sections

Images
keyword inclusive file name

/images/internet_marketing_software_demo.jpg

Images
alt text

free demo of our internet marketing software

Internal Links
anchor text(s)

links to specific product pages and case studies, link to landing pages

Social Media
Sharing
destination page(s)

http://www.domain.com/internal-page

y/n

Yes

Calls to Actions
Top of the Funnel (TOFU)

TOFU Pre Optimization


Conversion Rate

TOFU Post Optimization


Conversion Rate

whitepaper download

12%

25%

Calls to Actions
Middle of the Funnel (MOFU)

MOFU Pre Optimization


Conversion Rate

MOFU Post Optimization


Conversion Rate

needs to be worked on

NA

13%

NOTES
Bottom of the Funnel
(BOFU)

BOFU Pre
Optimization
Conversion Rate

BOFU Post
Optimization
Conversion Rate

free demo offer

5%

15%

Keywords Tool in HubSpot

The first step in getting found online is understanding what terms people are using to search for your
services. HubSpot makes it easy to identify high-volume, non-competitive terms that you can optimize
attract relevant traffic to your site.
Find out what keywords youre ranking for, and track your progress over time.
See what keywords your competitors rank for and how they compare to you.
Generate a list of alternatives to keywords that aren't converting.

Overview
Use the HubSpot Keyword tool along with the optimization template when you want to:
*Get more traffic to any of your website pages.
*Find a variation of a keyword thats easier to rank for.
*Brainstorm a new blog post title or other content ideas.
*Discover opportunities to overtake competitors in search.

Instructions
1. Log Into Your HubSpot Trial to Access the Keywords Tool
Go to Content > Keywords.

2. Add Keywords to the Keywords Tool


First, you'll want to add keywords that are relevant to your business. Click on the "Add Keywords" butt

If you already have a list of keywords you'd like to add to the Keywords tool, you can paste them into
(using one keyword on each line).

You can then select the campaigns to associate with these new keywords.

Grouping your keywords by "marketing campaigns" allows you to organize your entire list of keywords
topic, which will help you prioritize your SEO. You'll have a different campaign for different topics, such
products you offer, different audience segments that you target.

3. Brainstorm and Choose Keywords to Target On Your Site


If you'd like some help brainstorming keywords, click the Get Suggestions button.

You can go back to the main Keywords view to see the list of all of your keywords at any time. You can
the campaigns you create to see only the data for your new keywords.

5. Filter Results

You can filter the columns in the Keywords tool to show any three data points at the same time for a q
comparison.

Here's a breakdown of what each of the metrics mean:

Visits - how many visits via organic search you had after the user searched for this keyword. This is up
24 hours and shows the past thirty days.

Contacts - how many leads via organic search you had after the user searched for this keyword. This i
every 24 hours and shows the past thirty days.

Rank - an approximation of where your website ranks for a particular search term in the search engine
pages. Note, factors like personalization and localization that the search engines take into account ca
ranking on a search by search basis.

Monthly Searches - the monthly searches for the exact match of this keyword. This information is glob
set a location, when it is then localized.

Difficulty - how hard it will be to rank well for this keyword on a scale of 0-100. Any keyword with a diffi
70 is considered extremely difficult to rank for. When you're first starting out, you'll want to target key
low difficulty (between 0-40) and then work your way into medium difficulty keywords (40-60) when y
getting more traction, and so on.

CPC - the approximate cost per click if you had been running a paid search campaign targeting this ke
location is set, this information is localized.

Campaigns - how many campaigns this keyword is assigned to. Click on the number to see the campa
Date Added - the exact date on which you added a keyword to the Keywords tool.

6. Analyze and Adjust


HubSpot's keywords tool makes it easy for you to find the low hanging fruit. Click on the "select a reco
tab, and then "Ranking Opportunities" to see how you can improve your keywords.

You can see which keywords you have the opportunity to beat out your competition by clicking on the
option under Select a recommendation.

Get started on your HubSpot Trial today and start improving your website's SEO now!

More Tips:
* This page describes how to use the HubSpot Keywords tool to find keywords
relevant to your business. You don't need to purchase anything, simply try it free
for 30 days.
* Once you've defined your core set of keywords you can use the "Optimization
Template" to plan your full website optimization strategy in combination with
HubSpot's SEO tools.

Try HubSpot's SEO Tool Free for 30 Days


Like what you see? Start taking advantage of HubSpot's suite of SEO
tools today. With it, you'll be able to do the following:
Keyword Analysis: Find and track your most effective keywords.
Link Tracking: Track inbound links and the leads they're generating.
Page-Level SEO: Diagnose and fix poorly ranking sites and pages.
Click here to get started today.

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