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Copyright © 2004 ECNext
Pre-launch SEO Activities
• Keyword Analysis• Structure for Search Engine Crawl• Pay-per-click (Google Adwords)• ECI on article pages• Next Steps
Copyright © 2004 ECNext
Keyword Analysis
Goal:• Identify site-level & page-specific keyword phrases
Process:• Identify target pages on Stratfor site (ECNext & Stratfor)• Brainstorm keyword phrases for each page (Stratfor)• Expand keyword set; filter for frequently-searched phrases; select
final phrases for each target page (ECNext)• Incorporate keyword phrases into target pages (Stratfor &
ECNext)
Copyright © 2004 ECNext
Keyword Analysis
Target Pages (ECNext):
• Homepage: http://www.stratfor.com/corporate/static_index.neo• Recent Analysis: http://www.stratfor.com/corporate/• Strategic Markets: http://www.stratfor.com/corporate/index.neo?page=smsample• Situation Reports: http://www.stratfor.com/corporate/index.neo?page=sitreps• Reports/Forecasts: http://www.stratfor.com/corporate/index.neo?page=forecasts• Regions: http://www.stratfor.com/corporate/index.neo?page=region&storyId=220100
– Also for each region page: Middle East, North America, …• Countries: http://www.stratfor.com/corporate/Countries.neo?
showCountry=1&countryId=1&cName=Afghanistan®ionId=1– Also for each country page: Afghanistan, China, …
• Stratfor Weekly Free Newsletter Page• Products & Services: http://stratfor.com/corp/Corporate.neo?s=PRD• Media Center: http://stratfor.com/corp/Corporate.neo?s=MED&c=0
Stratfor to identify other valuable pages to target
Copyright © 2004 ECNext
Keyword Analysis
Brainstorm Keyword Phrases:
Stratfor Action:• Build list of 2-3 word phrases relevant to each target page• Each list should be at least 3 phrases
E.g., Stratfor Homepage (www.stratfor.com)• “predictive intelligence”• “global intelligence”• Etc.
Copyright © 2004 ECNext
Structure for Search Engine Crawl
• Ensure search engines can find & “index” all target pages on Stratfor site
Flattened Links:– No dynamic URLS – “?’s” in the URL– Text link path to each page
Site map: – Page of simple, text links to all target pages
Copyright © 2004 ECNext
Pay-per-click
• Drives traffic at launch, prior to 1st crawl
• Provides additional support for most important keyword phrases
• Major services: Google Adwords, Overture
Copyright © 2004 ECNext
ECI for Article Pages
• ECI = “Extended Content Illumination”• Search engine visibility to individual article pages
– Create individual article pages– Crawled through site map– Leverages search engine activity for breaking news keywords
• Article page structure– Provides a “teaser” about article– Keyword rich (article keywords + general keywords)– Primary objective is to sell subscriptions
Copyright © 2004 ECNext
Next Steps
• Stratfor:• Confirm target pages• Provide initial keyword phrases for each target page
• ECNext• Optimize keyword phrases for each target page & create final
set
