In this article you will find a brief introduction to the four SEO campaign phases, the phase analysis (keywords, design, implantation), the tracking phase (calendar, tools) as essential for successfully executing any campaign of SEO.

1. SEO today: The life cycle of a positioning campaign
Index
1. Introduction to SEO
2. Campaign phases 3 +1
3. Phase analysis
3.1. Keywords
3.2. Design phase
3.3. Implantation phase
4. Tracking Phase
4.1. Calendar
4.2. WebMasters Tools
5. Conclusions Picture source: Wikipedia / Vishraval - Treball propi

2. Welcome to my presentation on slideshare
Hi everybody,
From 10/2013 to 06/2014 I am studying the Master in Search Engines: Online
Marketing, Positioning, Community Manager and Content Curator (online) at the
IDEC-Universitat Pompeu Fabra.
I think it makes sense to share some of my knowledge gained. At the same time
I see a good opportunity to find other useful content on the same topic here on
slide share to be up to date and of course also discussing about the
corresponding issues. Therefore this presentation as my go-ahead as SEO. I'm
looking forward to your feedback.
Many greetings
Author: Marcel Hanf

3. 1. Introduction to SEO
SEO is changing and becoming more
sophisticated than ever before.
The continuous update of Google's
algorithms, have shown that
naturalness,
quality and
sustainability
are now the key factors for a good ranking.
Over optimizing tactics necessarily lead to
losses in the ranking or even the complete
deletion from the index .
Therefore, this presentation for a successful
campaign in this changing environment.
Background
● Search engine optimization is a dynamic
process.
● It has certain stages also called "life cycle".
● In reality, however, there is no end or expiry
of a SEO campaign
● Changes in the website, in the search
engine algorithms, the emergence of new
competitors, etc.., make it necessary to
maintain monitoring and updating SEO
campaigns regularly.

4. 3. Phase analysis
3.1. Keywords
The objective is to determine the keywords for which you want to optimize the site and
identify potential sites to be linked with justification to our site.
The keywords will be chosen based on the three main elements that define a site's
content, objectives and the public:
1. Find three or four main keywords related to the site.
2. After derive from them five or six additional keywords more specific.
3. Finally add proper names, eg, the name of the institution and a place name.

5. 3. Phase analysis
3.1. Keywords
Procedures for determining
keywords
● Analysis of your website to get a
list of existing keywords on the
site.
● Analysis of the frequency of
various keywords on related
webs and its various synonyms.
● Benchmarking by comparing the
keywords used on the websites
of the highest competence.
● Analysis of user queries, if your
site has an internal search engine.
● Analysis of the most searched
words and their variants by some
search engines tools.
● In the case of working with existing
sites, you may use web analytics
tools like Google Analytics to see
what keywords bring traffic.

6. 3. Phase analysis
3.1. Keywords
Source code label <meta>
● The second phase is part of the phase analysis is remains to the invisible
content to be used as the description attribute in the source code label
<meta> being considered as essential.
● But, the labels <meta keyword> do not have a special relevance for SEO
any more (change of Google algorithms).
● This draft of an "identity card" might help you for keyword implementation:

7. 3. Phase analysis
3.2. Design phase
Site source code
● Descriptions in the attribute description within individual <meta> elements
and content <title> the head section of your home page (and other pages of
the organization), and if the attribute author considered appropriate to
specify the name or names of the authors personal or corporate site.
● Emergence of the most important keywords in the title attribute on internal
navigation links and external links and the alt attribute and title elements
<img> in <object>.
● Appearance of the main keywords in link titles and section titles (<h1>,
<h2>, etc).

8. 3. Phase analysis
3.2. Design phase
Site content:
● Location of tagline on the home page and possibly on other pages of the
site.
● Preparation of one or more sentences or paragraphs that should contain the
main keywords of the site in the site home page.
● Planning regular creation of quality content to post on the site beeing linked
with the keywords of the site where they occur naturally.
● Emergence of the main keywords in the filenames of the individual pages
and folders names of the various site directories, to configure URL
optimized for positioning.

9. 3. Phase analysis
3.2. Design phase
Links:
● List of web sites that could link to
our site with email the site
manager or any contact address.
● List of social web sites where we
can open accounts and distribute
content that link to us.

10. 3. Phase analysis
3.3. Implementation phase
Subphase I: Procurement of
inbound links
● Registration in the Dmoz directory.
● Registration in thematic or regional
directories and portals.
● Captación of corporate links and from
similarly themed sites.
● Creating accounts on social web sites
(YouTube, Facebook, LinkedIN ,
Twitter , Google Plus , etc.) and
publishing linked content to our site.
● Creation of one or more blogs with
linked content related to our site
Subphase II: Registration in
Webmaster Tools
Register your site in search engine
tools that allow to track your presence
in their indexes, such as:
● Google WebMasters Tools
● Bing Webmaster Tools
This allows controlling number of
indexed pages, keywords that bring
traffic or to receive messages on the
state of your website.

11. 4. Tracking Phase
4.1. Calendar
Between the end of the campaign
and the first follow-up it is
advisable to wait a while.
Nevertheless we should enable
frequent re-indexing to occur:
● Registration in the WebMaster
Tools
● Explicit request for indexing
● Frequent updating of the website
itself
● Ensure that you have inbound links
4.2. WebMasters Tools
WebMasters Tools provide
information like:
● Crawl errors
● Crawl stats
● URL blocked
● Indexing state
If you want to know if the site is
indexed in Google and how many
pages have been indexed use this
command: site:www.website.com

12. ● Positioning campaigns got their start in the selection of key words and
phrases for which to optimize your site ahead of the search engines .
● Content, large, original and enriched with multimedia components (photos,
graphics , videos , diagrams, etc.) is the primary key of the position.
● Although the multimedia component are important, your website should
always have accompanying text contents multimedia content: not serve
graphics or flash animations if they are not treated with meaningful names
and metadata files.
● Your site should also be optimized by adequate source code level for
selected keywords.
5. Conclusions

13. 5. Conclusions
● Good content helps you to get inbound links from third parties. Obtaining
inbound links may, in some cases, influence more than fifty percent of
success in a positioning campaign.
● Updates are always an important factor reinforced by the provision of new
content.
● Good content, however, is out of any use if your web presents technical
problems that impede access to the search engines.
● Also, good content is useless, at least in the short to medium term, if you do
not apply a policy of active positioning as presented here.

14. References
Lluís Codina. Article P235. Introduction
to the life cycle of a positioning
campaign.
In Cristòfol Rovira; Mari Carmen
Marcos; Lluís Codina (dir.). Master in
Search Engines & Digital
Documentation.
Barcelona: Area of Information
Science. Department of
Communication. University Pompeu
Fabra.
http://masterenbuscadores.com/
● de Andrés, Sico. Quiero que mi sitio salga en Google. Madrid: Starbook,
2010.
● Bailyn, E.; Bailyn, B. Ganar con Google. Madrid: Anaya, 2012.
● Codina, L. “El posicionamiento web y su importancia para las empresas”.
Indicador de economía, Marzo 2007.
● Acceso:www.lluiscodina.com/posicionamiento2007v2.pdf
● Codina, Lluís; Marcos, Mari Carmen (2005). “Posicionamiento web:
conceptos y herramientas”. El profesional de la información, v. 14, n. 2, pp.
84-99.
● Enge, E. et al. The Art of SEO. Sebastopol, O’Reilly, 2012.
● Grappone, J.; Couzin, G. “Your one-month prep: Baseline and Keywords”.
Search engine optimization: an hour a day. Indianapolis: Sibex, 2006.
● Kent, P. “Part II: Building search-engine-friendly sites”. Search engine
optimization for dummies. Indianapolis: Wiley, 2006.
● Fleischner, Mr. Michael H. SEO Made Simple: Strategies For Dominating The
World's Largest Search Engine. CreateSpace Independent Publishing, 2011
● Maciá, F. Técnicas avanzadas de posicionamiento en buscadores. Anaya
Multimedia, 2011