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Website Planning Process – Part 2

Are you considering the idea of getting a website or blog for your business?

Then this basic guide to website planning is for you.

Note: This section continues from the previous article where we provide important information about planning a new web presence.

Planning Your Website – What You Need To Know First – Part 2

In Part 1 of this article, we’ve covered the following areas of the website planning process:

(The Website Planning Process)

As you can see, in Part 1 we have established the foundations for planning your business website. If you have followed the above process, you would have a clear idea of your site’s goals and objectives, established your website name, decided on the technology platform you will be using and defined your target audience.

At this point, many people begin building their website. We recommend, however, that you go through the rest of the planning process presented below, as we will now address planning your website content and reviewing effective web content publishing and management strategies. Doing all of the planning work before you start building your web site will help you save a significant amount of time and money.

Step 5 – Identify Your Key Phrases

(Identify the principal search phrases)

Now that you have a clearer idea of who you will be targeting with your website, it’s time to identify the main key phrases that you will want visitors and search engines to associate with your website. This will help search engines to connect your website with your target audience.

Ideally, you should aim for keyword phrases that have “low competition” and a reasonable number of people searching for these key phrases each month. Depending on your needs, you may also want to focus on keywords within your niche that have some level of commercial profitability.

There are many tools you can use to find great keywords, including free keyword tools.

If you have a Google Adwords account, for example, you can use the Google Keyword Planner.

The screenshot below shows that more people are searching each month for “overseas adventure travel” (over 18,000 searches per month) than “singles adventure travel“, which gets less than 1,000 searches a month …

(Keyword Research Tool – Google Keyword Planner Tool)

According to this keyword research tool, however, the number of sites competing against one another in the search space for “singles adventure travel“, is much higher than sites trying to rank for a key phrase like “overseas adventure travel“. This could be because one set of keywords relates to a more targeted audience (i.e. “singles” looking for adventure travel) while the other is more generalized, or because there is more money to be made selling adventure travel packages to singles, etc..

Keyword research can also help you understand the commercial value of certain keywords. Typically, savvy advertisers will promote key phrases aimed towards attracting ”buyers”, rather than key phrases aimed more towards attracting users who are just browsing or researching information online.

For example, users searching online for the keywords “colour printer” are generally not as ready to buy a color printer as people who search for a more specific keyword phrase like “konica minolta magicolor 3730DN review”, so if you plan to sell or review colour printers on your website, you would want to aim for longer, more descriptive and more targeted key phrases (called “long tail keywords”), hopefully with a high amount of monthly searches and low to medium competition.

It will help your site, therefore, to have some highly searched keywords in your content. However, don’t go “crazy” doing keyword research for every post you plan to add to your site, especially if you are just starting out.

Start simple. Begin by making a list of the “top” 5 keywords you would like your site to rank well for in the search engines, make sure that these keywords are getting a decent number of searches every month and then use these keyword phrases naturally in your posts (i.e. aim to write for people, not search engine robots).

Once your site starts to bring in visitors, you can then review actual data like keyword searches online users are typing into search engines to find your site from analytic tools and use this data to refine your keyword research and get better results online.

Useful Tips For Business Owners

Tip #1: Avoid basing keywords that show extremely low to no monthly searches, or that have no commercial intent. There’s not much point ranking #1 in Google for keywords that no one is interested in searching. Also, if you type keywords into Google and no one is advertising products for it (i.e. no Google advertisements show up), then that keyword most likely has no commercial value or is unprofitable.

(Search keywords with no competition for advertisers are often not worth targeting)

Tip #2: Use tools to help you build lists of keywords and generate great content ideas. Below are some useful free and paid keyword research tools you can use:

Free Keyword Research Tools

Google Keyword Planner

(Keyword Planner Tool)

The Google Keyword Planner lets you explore hundreds of keywords, keyword groups and keyword-based advertising ideas (e.g. pay-per-click advertising), analyse keyword search history, see how a list of keywords might perform in ad campaigns and even create a new keyword list by multiplying several existing lists of keywords together.

To learn more about this tool, visit this site:

If you don’t have access to a Google AdWords account, you can use the FREE tool below to help with your initial keyword research:

Ubersuggest.org

(Ubersuggest keyword tool)

UberSuggest is a free tool that essentially lets you perform the same function as typing your topic into the Google search box and seeing what topics or ideas are selected.

This tool saves you time going go through the alphabet from a-z to explore keyword suggestions related to your subject:

(Discover new content ideas with the Ubersuggest keyword suggestion tool)

To use this keyword tool, visit this site:

The keyword research tools below will help you not only discover many profitable keyword phrases and long-tail keywords to use when planning content or a pay-per-click advertising campaign, but also save time analyzing your competitors’ keywords and formulating a content SEO strategy for your site:

Market Samurai

(Market Samurai Keyword Tool)

Market Samurai is inexpensive and provides not just keyword research but also additional content and SEO research tools, with excellent training tutorials on performing SEO keyword research.

To learn more about this software tool, visit this website:

SEMRush

(SEMRUSH Keyword Tool)

SEMRush lets you enter the URLs of your competitors and it will then show you all the keywords that your competitors’ sites are ranking for, making it easier to find short-tail and long-tail keywords that you can then target for your own website.

For more information, visit this website:

Keyword Spy

(Keyword Spy Keyword Research Tool)

Keyword Spy is an SEO tool that is also primarily used for researching keywords. You can use Keyword Spy to identify the keywords that your competition is using, as well as do research on keywords for your own website.

For more details about this software tool, visit the site here:

Step 6 – Defining Site Categories

(Define site categories)

The next step after doing keyword research is to decide on specific topics within your niche or industry that your visitors will want to know more about and create a list of “categories” for all the topics that you plan to write content about.

For example, if your business is travel-related, your categories could include topics such as: “corporate travel”, “adventure travel”, “romantic destinations”, “holiday packages”, “long-term accommodation”, “travel tips”, “cruises”, “airfare discounts”, “North America,” or any other travel-related categories that match your services.

Plan to create an initial list of about 5 – 10 categories. You can always add more categories to your site later on.

Site Category Tips:

Tip #1: Use WordPress For Easy Management Of Your Categories

WordPress has two pre-defined ways of grouping and organizing content (WordPress refers to these as taxonomies): “categories” and “tags”.

WordPress makes managing categories easy. It also lets you easily add new categories and assign your posts to different categories to help keep your content organized.

(Use WordPress to easily manage your categories)

Tip #2: Use Categories To Increase Your SEO

Using the right keywords when naming your categories can increase your site’s SEO rankings.

WordPress lets you easily create search engine-friendly URLs that include your categories as keywords (great for SEO, so keep this in mind when selecting your category topics …

(WordPress categories help to improve your search rankings)

Tip #3: Use Categories To Improve Site Navigation

Categories allow visitors to easily navigate through your website’s content.

With WordPress, every category you create has a separate searchable web page.

This lets your visitors find all blog posts published under that category in one place …

(Using WordPress categories improves site navigation)

For a detailed step-by-step tutorial on using WordPress post categories, go here:

Step 7 – Creating Your Content Strategy

(Define your content strategy)

Now that you have researched your keywords and created a list of categories, the next step is to plan your content strategy.

Organizing Your Website Pages

Your website should have standard pages like Home, About Us, Contact, legal pages, and product / service information pages and any additional pages specific to the needs of your business (e.g. a staff directory page linked to your About page, FAQ, etc.).

Your website may also need special pages or sections, such as a members-only section for customers, private access pages for resellers or affiliates, and so on.

If your business provides a number of services, don’t list them all in one page. Instead, create a separate page for every service you offer. This allows search engines to better index and rank your website and web pages and creates multiple landing pages (i.e. entry points) for visitors to find and access your website.

(Create separate landing pages for each service your business provides)

Many businesses make the costly mistake of lumping all of their services in one page. If you want to, you can have a main ‘Services’ page which lists all of your services with links from each service pointing to their own separate page for more details.

Organizing Your Web Content

You will need to create and content to every page you plan to have on your website as well as create and publish new content on a regular basis to attract visitors, educate prospects, train clients, etc.

Ideally, your web content plan and content marketing strategy should be defined at the digital business planning stage before your website even gets built.

To learn more about the planning process we recommend for keeping your website and web content organized as your business grows, see this tutorial:

Practical Tips For New Business Website Owners:

Tip #1: Your “Static” Web Content

Make sure that you have content for all of your “static” website pages already written before you begin building your website, especially if you plan to get someone else involved in the process. This will help to avoid additional costs caused by delays or unpreparedness.

Below is a simple checklist of the content you will want to have already prepared before you start building a new website:

Tip #2: Create A List Of Content Ideas

Here is a “fast” method you can use to create a list of content topics for your website.

Write down 25 keywords, and for each keyword, list one idea for an article you can add to your website.

You can also write articles about each of the topics listed below:

Once you have a list of content ideas, keep adding to this list on a regular basis.

Tip #3: Learn How To Run Out Of Web Content Ideas

We provide our clients and subscribers with comprehensive training email on how to develop a content marketing strategy, how to promote your business with content, and ways to never run out of new web content ideas.

(Never run out of ideas for new web content)

The “Infinite Web Content Creation” email training series is aimed at helping WordPress users and covers the following areas of the content creation process:

Enter your details in the form below to subscribe now and start receiving training content immediately!

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This is the end of Section Two

To continue reading this tutorial, click here:

Images: Planning, Social Media, Blogging.

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"This is AMAZING! I had learnt about how to use WordPress previously, but this covers absolutely everything and more!! Incredible value! Thank you!" - Monique, Warrior Forum

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