Instructions for Optimizing Web Pages for Search Engines (SEO)

1. Keyword Research

  • Log into Google Keyword Planner

  • Select appropriated keywords and download list

  • The next step is to rank the keyword phrases by priority.

  • Add a column and gave each phrase a ranking of A, B, C, D or X.

A= combination of "sable" "island" "wild" "horses" and "photograph or book or print or poster"

B= missing one of those critera

C= missing more criteria

D= too broad

X= delete, not worth even thinking about

2. Add Number of Competing Pages

  • Start with the A's. 

  • Don't go any further. We can do the others later.

  • Copy the keyword phrase

  • Search on

  • Copy the number of "results"

2019-03-09 - Google - Results.png
  • Now add quotes around the phrase and copy that number to the spreadsheet

2019-03-09 - Google - Results with Quotes.png
  • You see! This is not a bad keyword phrase to go after.

  • And notice that the competitors are right at the top.

  • Ideally, you want to be #1 for this phrase but that is going to take effort, skill, and time.

  • Add both numbers to the spreadsheet.

3. Select "high-performance keyword phrases"

  • Now you have to look at the data.

  • You need to re-prioritize based on the following criteria:

a) Very relevant to what Debra is selling (photographs of wild horses on Sable Island)

b) A low number of competing pages (using the quotes)

c) A high number of searches

d) Will generate sales

4. Group Phrases

  • Using your list of A priority keyword phrases, sort them into groups of 3.

  • The phrases should be relevant to each other.

  • You should have about 5-7 groups (15 to 21 keyword phrases)

5. Align Phrases with Pages

  • Now try to match each group of phrases to a page on the website

  • Start on the Home Page and use the best keyword phrases based on the sorting in step #3

6. Optimization Plan

  • Next plan how you are going to optimize the page

  • Start with one page and the 3 keyword phrases you have selected for that page

  • The most important page is the home page. You can start there but realize that we can't change the URL of the home page.

  • At this stage, you have to write out the exact words that you are going to use for each part of the page that you are going to optimize:



Meta Keywords

Meta Description



  • Log into the website page and use your plan to optimize the page

  • Review those pages with an SEO professional and then make appropriate changes

7. Internal Links

  • Now find other pages on the website where you can add a link back to the target page.

  • You are going to add a link on that page with the keyword phrase in the "anchor text" (visible text) and a link back to the target page.

  • The target page is the page that has been optimized with the keywords and the page that you want to rank high on Google.

  • But plan first. Send that to me and I'll give you feedback.

  • It is very possible that you will group 3 phrases together on a specific topic and find out that there is not a page on the website that fits.

  • This is common and is actually good. This means that you have to create a page that fits the criteria. 

  • But ignore this for now. You can do this later after you have optimized all the pages that you can.