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Chapter 4 - Description of Approach and Methods In this chapter, the approach and SEO methods will be presented in detail. Section 4.1 covers the selection of the website topic; Section 4.2 covers domain name selection and site setup; Section 4.3 goes into the process of keyword research; Section 4.4 covers the configuration for the data collection; Section 4.5 covers the implementation of the on-page SEO strategies and the chapter ends with Section 4.6 which goes over the off-page SEO methods. 4.1 Topic Website Research Early March of 2011, before the initial website development started for the experimental website where the SEO techniques would be implemented, I first needed to decide on a theme or topic for the site. After doing some brainstorming, I decided to choose alpiste as the main theme for the site. It is a Spanish word that means canary seed in English, it comes from the canary grass plant, “belonging to the family Poaceae. Originally a native of the Mediterranean region, it is now grown commercially in several parts of the world for birdseed, hence the name” [44]. Before continuing with the research, I needed to do market research to validate that there was some interest online, meaning that people were actually searching for alpiste in the Internet. The last thing I wanted to do was develop a new site about alpiste and not have people searching for it; in other words, the idea of this experiment was to create a website around a topic people were interested in. I used Google Insights to begin the market research; this is a tool provided by Google to research and analyze worldwide (or local) trends of keywords that people are searching. For alpiste, I decided to perform a worldwide trend analysis for the date range: 2005 thru 2011. You can see this in Figure 4.1. Figure 4.1: Trend analysis search for alpiste keyword. The returned trend analysis graph can be seen in Figure 4.2. One can see from the graph that the search volume for alpiste was low from 2005 thru the beginning of 2009, then at the 46PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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