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Lesson Six Worksheet

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In lesson six you will learn how to setup Google Analytic and Google AdWord accounts to build a strong SEO strategy. There are two ways to experience the lesson plan:

This lesson plan is approximately 20 minutes + 35 minutes to answer the guided questions inside the Lesson Six Worksheet. Your responses to lesson plan worksheets are used to develop your personalized brand strategy and design. Please complete all worksheets in a timely manner to keep your project on track.

 

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You have likely heard a lot of chatter about “SEO,” that is, search engine optimization. There is a lot of disagreement and misinformation out on the internet and not a lot of positive consensuses. This is frustrating, confusing and can leave us feeling hopeless. There is good news, SEO doesn’t have to be complicated. A basic foundational understanding of “quality” is all you need.

This guide is not an answer to every SEO problem, rather a foundational understanding of quality content that is necessary for any SEO strategy. There are no tricks or gimmicks in this strategy; only good web practices that will help you build an authentic platform to grow your business on the web. We use three simple questions for our SEO strategy:

  1. Is the page a good match for searcher’s keywords?
  2. Is the searcher going to like the page?
  3. Does the website have quality and value beyond keywords?

First things first, Google is smarter than you think

Google’s central goals are to provide customers the absolute best search results based on the user’s preferences. Google uses many complex algorithms to achieve this. So how do you trick Google into ranking you higher? Well, you don’t. Google is smarter than you think. The SEO magic question everyone’s asking: how do I rank higher in Google? The answer: be the best quality resource for your customers that you can be.

There are tons of tactics to be a good resource, but it all starts with good web design. We can prove it. Did you know Google uses more than just keywords to rank websites? Google’s search algorithms actually eliminate pages from search results that are untrustworthy or poor quality. How do they know this? People. Yes, real people not just complex computers. Google asked thousands of real people honest questions about the way websites look and if they liked them. Based on the survey responses, Google engineers created an algorithm that is so smart it can determine if the page is high quality through keywords, aesthetics, design, and setup. Woah, now that is smart.

DESIGN DIRECTLY AFFECTs SEO

If Google’s algorithm reflects the opinion of real people, then we need to ask ourselves the same questions for our own sites. Here are some of those questions:

  • Would you be comfortable providing your information to this site?
  • Does this site have excessive ads?
  • Would it be okay if this was in a magazine?
  • Do you consider the site to be authoritative?
  • Do you like the aesthetics of the page?
  • Is the page or website layout cluttered or confusing?
  • Does the site use poor, ugly color choices?
  • Is the text/background colors hard to read?
  • Is the design amateurish or “overdone?”
  • Does the site have content duplication?
  • Is the site easy to navigate and find information?

The great news is we will do all this for you! Phew, you can relax a little. Using SEO standards and best practices, we will ask the hard questions to design a website that is stunning and effective. Okay, so what should you do? Glad you asked, we will help you get started below!

STEP ONE: CREATE ACCOUNTS

If you haven’t already, take a moment to set up your Google Analytics and AdWords accounts. We have provided video tutorials to help you accomplish this step-by-step. If you have already completed these accounts setups, proceed to step two.

STEP TWO: IDENTIFYING KEYWORDS

Keywords are the terms a customer uses in a search to find your business, product or service. It’s all about helping customers find you based on how they perceive your business. Off the top of your head, you may have a good idea of the common terms a customer would use to find your business. There’s only one problem with those keywords…they are so common that millions of other businesses are also competing for those same keywords.

Generally, the more common the keyword the harder it is to rank high on the search result. To rank high in a search result, you will need to get creative and identify a list of “niche” keywords that have less competition.

Case Study:

Suzy’s Cakes is a bakery that specializes in birthdays and party events. The common keyword in her industry is “bakery.” Because these keywords are very common, it is unlikely Suzy’s Cakes can rank as number one for the search “bakery.” However, Suzy identifies “custom children cupcakes” as a keyword string. Using this specific keyword string, Suzy has less competition and has a better chance of getting her website in front of customers looking for “custom children’s cupcakes.”

Alright, let’s get our creative thinking caps…let’s do this!

Pause to answer questions in Lesson Six Worksheet. Your responses to lesson plan worksheets are used to develop your personalized brand strategy and design. Please complete all worksheets in a timely manner to keep your project on

STEP THREE: TITLE TAGS

Title tags are short page descriptions. Title tags can be seen on the top of a browser tab and are used by search engines identity page content. Here’s an example…look familiar?

 

Not all Title Tags are created equal. Here are some tips to write quality title tags:

  • Use capital letters to break up words
  • Rich keywords for scanning
  • Doesn’t read like a sentence
  • Use symbols to make a word stand out

Pause to answer questions in Lesson Six Worksheet. Your responses to lesson plan worksheets are used to develop your personalized brand strategy and design. Please complete all worksheets in a timely manner to keep your project on

STEP FOUR: PAGE-SPECIFIC KEYWORDS

Page specific keywords guide a customer directly to the information they are searching for. For example, a customer searches on Google for a “three-tier fondant cake” for her daughter’s birthday. Suzy’s Cake has a special page dedicated to information regarding “three-tier fondant cakes.” Because the page keywords specifically match the search, the customer is guided directly to this page without having to search through other information. Let’s get specific…

Pause to answer questions in Lesson Six Worksheet. Your responses to lesson plan worksheets are used to develop your personalized brand strategy and design. Please complete all worksheets in a timely manner to keep your project on

 

SEO STEP FIVE: WRITE PAGE METADATA

Page metadata is the description used in search results. The page metadata is not generally used for ranking but it is important to grab human attention. If the metadata is not stated, the search engine will grab the first words on the page.

Tips to writing page metadata:

  • 130-150 characters
  • Title case words
  • Use ALL CAPS for attention-grabbing keyword
  • Can use page specific keywords in the metadata

Pause to answer questions in Lesson Six Worksheet. Your responses to lesson plan worksheets are used to develop your personalized brand strategy and design. Please complete all worksheets in a timely manner to keep your project on

STEP SIX: GEOTAGS (OPTIONAL)

If you have a physical store location, you may benefit from including a geotag in your page metadata. Getting an HTML geotag is simple and easy. Follow these steps.

  1. Visit the Geotag Generator
  2. Type in your business address
  3. Copy and paste the Geotags in your pages meta code

 

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