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Chủ Nhật, 11 tháng 10, 2015

Keyword research guide - Part 2 (Keyword research tool tips)

The keyword research tool is perhaps the most important component in a search marketer’s arsenal. Keyword research tools help us understand how our customers search, what content they want to engage with, and what products they want to buy.

I’ll look today at keyword research tools in general. Google’s Keyword Planner is the most popular because it’s free and available to anyone with an AdWords account. But there are many other options. The major search marketing tool suites like Searchmetrics, BrightEdge, and WordStream all offer keyword research tools embedded in their software.
Before you choose a keyword tool, investigate the source of the tool’s data. No single keyword research tool gives an accurate picture of every search on every search engine.
Google Keyword Planner includes only searches on Google, not the other engines, and its data is rounded to the nearest ten or hundred. Bing’s keyword tool is the same, though its data is not rounded. Other tools get their data from panels or proprietary algorithms that mash several data sources together to arrive at an estimated number of searches.

Getting the Most from Keyword Research Tools

Regardless of which one you use, here are some common tips to getting the most out of your SEO keyword tool.
  • GIGO. Garbage in, garbage out. Planning is tedious and it’s easy to just slap some keywords in the tool and call it done, but I promise you will discover more keywords and more relevant keywords if you take the time to do some keyword research planning.
  • Word Order. SEO keyword tools are nothing more than pieces of software with varying levels of sophistication around synonymous ideas and phrasings. This goes back to planning again, but as you look over the suggestions your keyword tool returns, look out for phrasings that may be missing. For example, if you only enter “blue rollerball pen refills,” your keyword research tool may not reverse the phrasing to give you “blue refills for rollerball pens.” Sometimes the tool won’t even give you plural versions of a keyword if you enter in only singular versions. Always look at what the tool isn’t giving you as well as what it is.
  • Volume. The number of keywords you enter can have an impact on the number of keyword suggestions you receive from the keyword tool. Entering 5 similar keywords will likely return different suggested keywords than entering 50. Which is better? That depends entirely on how many keywords you have to input and how deep you want to go with your keyword research. If you have 5,000 keywords to input, entering 5 at a time means 1,000 transactions with your keyword tool. Entering 200 at a time takes only 25 transactions. If you have a large volume of keywords to research, I’d opt for 200 at a time. After you export the keywords, you can always do a second wave of keyword research on areas that look especially promising, or that your first wave of research didn’t cover fully.
  • Similarity. Paste keywords into the tool in groups of similar words. For example, paste in keywords related to a single product, product type, or color. The similarity between those keywords helps the tool return more relevant suggestions, which means you’ll have to spend less time cleansing the data you export from the tool.
  • Experiment. If you’re not getting the results you think you should, try different settings. For example, many keyword research tools have settings that allow you to broaden and narrow the scope of relevance. If you’re getting a lot of irrelevant keywords, choose the option to return only keywords that are strictly relevant to the words you input. And if you’re not getting enough suggestions from the keyword research tool, choose the option to broaden the relevance.
  • Aggregate. Keyword research is an ongoing process. You will never be done because new questions and topics to research will come up as you’re optimizing content and as you share this data with other members of your marketing team. Keep adding the data you collect to a single master keyword research spreadsheet.

Keyword research guide - Part 1 ( How to Start Keyword Research)

Keyword research is the process of discovering how consumers search for the products you sell. The words they use are keywords that search marketers can use to drive new and repeat customers to a site.

How Do Consumers Describe your Products?

Using prospective customers’ language in the content on your site gives you the opportunity to market to them. The contextual match between what they want and what search engines think you have helps determine if search engines rank your site, or your competitors’.
Using your company’s internal marketing jargon and internal view of your products and brands means that the majority of people who see your site in search results will be internal — i.e., associated with your company.
Using your company’s internal marketing jargon and internal view of your products and brands means that the majority of people who see your site in search results will be internal — i.e., associated with your company.
Your future customers want something when they enter a search query into Google’s or Bing’s search box. Sometimes consumers are extremely specific and use product keywords like “parker pen refill 12757-2,” and other times they’re incredibly vague and search for concepts like “fine writing instruments.”
Marketers presume that because they spend their entire day focused on concepts like “fine writing” that searchers use those words as well. They don’t. At least not in the massive volume that they search for product types like “fountain pen.”
Here’s a case in point. According to the Google Keyword Planner, the phrase “fountain pen” is searched in Google 22,200 times a month on average. “Fine writing” draws 70 searches on average.
If you’re focused on “fine writing” and your site uses primarily “fine writing” keywords for search engine optimization, you may completely miss the opportunity to meet and market to 22,000 potential new customers in organic search results who search for “fountain pens.”

How to Start Keyword Research

The first step to optimizing your site’s content and architecture for the SEO keywords your prospects use is keyword research. This sounds easy because all you have to do is paste some words into a keyword tool, press a button, and keywords come out the other side.
The old adage that developers use applies to keyword research as well: “Garbage in, garbage out.” Methodical planning and preparation of the data that you enter into the keyword research tool will yield superior results in the output. The keyword data will be more complete and will contain more suggestions for keywords that you hadn’t even thought of.
Start by collecting SEO keyword seeds, single words that make up potential SEO keywords. For example, if you think people search for “fountain pen,” you’d break that SEO keyword into two seeds: “fountain” and “pen.” In the next step, we’ll combine these seeds together in different ways to feed into the keyword tool.
Your site’s navigation is a good place to start collecting seeds. Copy and paste the words in your navigation into an Excel spreadsheet. Then go through and separate the phrases so that each cell contains a single word. The nouns and verbs will typically be useful seeds. Adjectives and adverbs will usually be useful as modifying seeds, and everything else is probably extraneous.
For example, if your phrase is “black and blue ink,” “ink” is your main seed – there will be many ink-related SEO keywords. “Black” and “blue” are modifying seeds as we’re only interested in colors as relate to pens. If you use “blue” as a primary seed you’ll get irrelevant keywords back like “blue jeans.” The word “and” is extraneous and can be deleted from the seed list.

Determine Important Keywords

After combing through your own site’s navigation, check the navigation on your competitors’ sites. Check their title tags — they’re probably using the keywords they want to rank for there. Do a couple of Google searches to see which keywords the sites that rank well use. All of these phrases can be broken down into seeds and modifying seeds.
Sort all of your seeds and modifying seeds into two separate lists. You’ll merge the lists together in different ways to generate potential keyword phrases to feed into the keyword research tool.
Why not just feed the original phrases into the tool without bothering to break them down into seeds and recombine them? Because keyword tools are precise. The keyword tool is likely to give you only what you ask for and very close synonyms. If you only feed in the phrases you already use, you’ll get back more of the same phrases you already use. You’ll miss an opportunity to discover new and potentially more valuable phrases that real customers use to find your products.
There are a couple of ways to combine the seeds into new phrases. The keyword tools have a simple combination feature – we’ll cover that in next week’s primer on how to use keyword tools. Merge Words is another option. It’s a site whose only purpose is to accept up to three lists of seeds and output every possible combination of those seeds.
Or you can use Excel’s concatenate formula. I prefer concatenation (i.e., the process of linking words) because it gives me the most flexibility to combine words however I want: A B, B A, A and B, B and A, where to buy B, where to buy A, where to buy A and B, and so on.

Thứ Hai, 5 tháng 10, 2015

Customize and Extend the Better WordPress Google XML Sitemaps Plugin

Customize and Extend the Better WordPress Google XML Sitemaps Plugin

In this tutorial we will see how to install and configure a very useful plugin to add multiple XML sitemaps to our WordPress powered web site: Better WordPress Google XML Sitemaps.
We will also learn how to easily extend it by writing a custom plugin to exclude various items from sitemaps and we'll also write an additional module to add a new custom sitemap.
A sitemap is a powerful tool that allows a webmaster to provide detailed information about the structure of a site in order to facilitate the crawling of pages by search engines.
In its simplest form, a sitemap is an XML file that lists URLs for a site along with additional metadata about each URL (when it was last updated, how often it usually changes, and how important it is, relative to other URLs in the site) so that search engines can more intelligently crawl the site. (Source)
Before we start, let me do a short clarification: I am not the developer of this plugin, I only used it in a recent project I worked on. Since I found it very useful, I decided to write a tutorial on extending it. If you have detailed questions about its features, feel free to contact the plugin author directly.
The main feature of Better WordPress Google XML Sitemaps (BWP GXS) is that it creates a sitemap index and different sitemaps for each section of your blog: Posts (in this case you can also split large sitemaps into multiple smaller ones), Pages, Custom Posts, Categories, Tags, Custom Taxonomies, Date and Author Archives, a Google News Sitemap, External Pages and so on... you can customize all these behaviors and activate the various sections in the plugin's Settings page.
In addition, this plugin adds a link to the sitemap index to the robots.txt file of your site.
Lastly, it can be extended in two different ways: through its Hooks APIs and by creating custom modules. Anyway, you can find very detailed info about its features in the plugin page on the WordPress Plugin Repository.
BWP GXS also supports WordPress Multi-site installations.
After the installation and the activation, click the Sitemap Generator link under the BWP GXS menu. Here you can tune all aspects of the plugin: you can set, for example, the Default change frequency of the sitemaps, how many list items and so on... The interesting thing here is that you have good control over all the active sitemaps: Posts, Pages, Custom Post Types, Categories, Tags and Custom Taxonomies. For this tutorial, I created a Movie Custom Post Type and a Genre Custom Taxonomy, you can see them in the screenshot.
Now, if you open http://yoursite.com/sitemapindex.xml (or http://yoursite.com/?bwpsitemap=sitemapindex if you don't use permalinks) in your browser, you will see the sitemap index with the active sitemaps: each link points to the sitemap of a specific section.
Note that this is also the only URL that you have to set in your web site's Google Webmaster Tools account.
The only limitation here is that it is not possible to exclude specific items from the respective sitemaps.
Let's say that we want to exclude:
  • five posts from the Posts sitemap (post.xml)
  • three posts from the Movie Custom Posts sitemap (post_movie.xml)
  • one page from Pages sitemap (page.xml)
  • two categories from the Categories sitemap (taxonomy_category.xml)
  • one tag from the Tags sitemap (taxonomy_post_tag.xml)
  • two custom taxonomy items from the Genre sitemap (taxonomy_genre.xml)
How can we do this? Luckily, the plugin can be easily extended thanks to its hooks, so we can write a dedicated plugin.
Create a new file called bwpgxs-extended-configuration.php, open it in your favourite text editor and paste this:
Copy the file into your /wp-content/plugins/ directory and activate it on the Plugins admin page.
As I said, Better WordPress Google XML Sitemaps Plugin can be extended. According to the plugin description:
In version 1.1.0 more hooks have been added to default modules to allow easier customization of SQL queries used to build your sitemaps...
(Source)
To be more specific, BWP GXS allows us to exclude Posts, Pages and Custom Posts through the IDs while it allows us to exclude Taxonomies through their slugs.
So, let's use BWP GXS hooks in our BWP GXS Extended Configuration plugin, specifically: bwp_gxs_post_where and bwp_gxs_term_exclude, as explained in the BWP GXS description page (for more details on WordPress hooks you can read the About WordPress Hooks paragraph in a previous article I wrote for Wptuts+).
Add these lines to our BWP GXS Extended Configuration plugin:
In this way we'll exclude:
  • Posts with ID: 1, 2, 3, 4, 5
  • A page with ID: 6
  • Movie Custom Posts having ID: 7, 8, 9
  • Categories with slug: cat-slug1 and cat-slug2
  • One tag with slug: tag-slug1
  • Genre Custom Taxonomy, items with slug: genre-slug1 and genre-slug2
However this solution is not easy to maintain: every time you want to exclude a new item you have to manually edit the BWP GXS Extended Configuration plugin core file. It would we better to have a dedicated Settings page where you can set the items to exclude. To do this, we can tell our plugin to add a custom setting panel in the BWP GXS menu.
Add these lines to the plugin:
Save the changes, and now you will have a new link in the BWP GXS Plugin menu: the Exclude items page where you can exclude all items you want:
Now it's time to modify the my_bwp_gxs_exclude_terms and my_bwp_gxs_exclude_posts functions to support our custom options and make them work dynamically:
BWP GXS can also be extended with additional modules to create custom XML sitemaps. This means that you can add a sitemap for a specific section of your web site that is not part of WordPress' system, perhaps because it's not integrated into WordPress at the database level as it uses different database tables from WordPress' default ones. One great thing is that - through modules - you can take advantage of the plugin's database, GZip and Caching features.
Let's make an example: I have a photo gallery that uses its database tables and these tables cannot be accessed directly by WordPress' internal functions such as get_posts(), or similar. So, to access the data, it is necessary to make a direct query to a specific table. Although the entire photo gallery section is external to WordPress, we can create an XML sitemap of the photo albums that will be linked by BWP GXS in the sitemap index. In this example, for simplicity, I will make a sitemap only for the albums and not for all single photos.
The photo gallery albums are stored in a photo_gallery table:
Instead, the single photos are stored in another table, but as said, we will not add the photos' URLs to the sitemap, just album URLs. Every album has a URL like this:
http://yoursite.com/photo/album-nicename
And all of them will be added the new photo gallery XML sitemap.
It is also strongly recommended - in order to create valid sitemap entries - to have a datetime> field type in the table.
In the Sitemap Generator admin page, there is a Module Options section. In the Alternate module directory field you must set the full path to the directory that will contain the photo gallery sitemap module.
For example you can create a gxs-modules directory in wp-content where you have to put the module's PHP script. Every custom sitemap in fact, needs its own module: a BWP GXS Module is a simple .php file that contains a class that extends the BWP_GXS_MODULE class provided by BWP GXS.
In this page you can also set the number of items to display in the sitemap through the Get no more than field.
Create a new file called photo_gallery.php. Open it in your favourite text editor and paste this:
Two very important things:
  1. In the $data['location'] line you must replace http://yoursite.com with the URL of your web site, otherwise the module will throw an empty sitemap error;
  2. Allowed values for $data['freq'] are: always, hourly, daily, weekly, monthly, yearly, never;
Finally save it in your wp-content/gxs-modules directory.
Now it's time to tell BWP GXS to load our module. Go back to your BWP GXS Extended Configuration plugin and add these lines to the bwpgxs-extended-configuration.php file:
If you are using pretty permalinks, you can also have a pretty URL for the Photo Gallery Sitemap page, something like http://yoursite.com/photo_gallery.xml.
Also add these lines, save, and don't forget to update your Permalink Settings:
The final result will be this (notice the new custom sitemap photo_gallery.xml):
If you click the photo_gallery.xml link, you will see the Photo Gallery XML Sitemap that contains all the links to your photo galleries:
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Better WordPress Google XML Sitemaps is a very useful plugin. It has a lot of features that we don't have time to talk about here more extensively, but you can discover all of them once you install it. It's extremely configurable and extendible, as we have seen, and allows you to have full support of sitemaps on your web site.
Definitively a very good tool to improve your site visibility on search engines.