TYR SEO Tutorial SEO concepts and suggestions

1. Conduct a keyword research, then select one specific and two general keywords

The Moz keyword list results feature the search volume, difficulty, CTR, and priority.

What are keywords?

A definition from Moz: "Keywords are ideas and topics that define what your content is about."

The various components of keywords.

These are words and phrases that people type into search engines (search queries). Images, videos, and other visual elements also contain keywords. Great keywords raise a site's SEO ranking. Keywords are either long-tail (specific, low-competition) or short-tail (general, high-competition).

This graph indicates the difference between common and long-tail keywords.

Brands should start keyword research by asking questions about keywords that fit its purpose:

  • What content does the website feature?
  • What might users search for?
  • What are some long-tail and short tail keywords?
  • What are some industry trends?
  • Who are some famous people the brand works with?
  • What words describe the brand?
  • What are some keywords present throughout the website?
  • What popular content appears on the site?
  • What are some different ways people may search for the same term? For example, "Ryan Lochte Olympic swimmer" versus "Olympic swimmer Ryan Lochte."
  • What key search terms bring your page up in a Google search?

After answering these questions, brainstorm possible keywords.

Tools like Moz Pro allow companies to research keywords and compile them into lists. The keywords competitive swimwear, olympic swimmer ryan lochte, and triathlon gear all have high search volumes, low difficulty scores, high CTR's, and high priority scores. Therefore, these three keywords are the best selection for TYR. These keywords are especially important for the homepage because TYR's famous for its competitive racing suits, Ryan Lochte wears the brand, and because it also sells a lot of triathlon gear. It's possible customers could search for a combination of any of these three words. Placing them all on the homepage increases the chance someone might stumble upon TYR's website.

Moz Pro's keyword explorer includes keyword suggestions and a SERP analysis.

Keyword do's and dont's (from Blend B2b)


  • Use keyword analytics to measure a keyword's performance
  • Focus content around keywords
  • Optimize images for SEO
  • Make web pages mobile responsive
  • Rank for region-specific keywords
  • Reject poor quality links
  • Use relevant links
Google Analytics is one of many keyword analytics tools.


  • Copy large pieces of external content
  • Link extensively to external sites
  • Overuse keywords
  • Cheat the system with back-links and link schemes
An example of keyword stuffing.

Helpful tools regarding keywords

A screenshot of KWfinder, which displays keyword and url ranks, graphs of a keyword's trend, search volume, difficulty, and other relevant items.

Great SEO tips from INC.com

  1. Avoid vanity keywords (simple, root keywords) and use specific, concrete keywords.
  2. Use Google's Wonder Wheel ( a visual representation of how Google groups keywords together). Google provides related search terms that brands can use as keywords.
  3. Use several iterations of the same keyword (competitive swimwear, competition suits, competitive swim team apparel, etc;).

Factors that influence search engine rankings (from MOZ)

  1. Content of page
  2. Page title
  3. Site URL
  4. Alt text.

Common SEO mistakes (from Accountingweb)

  1. Thinking too broadly about keywords
  2. Selecting keywords people don't search for
  3. Remaining unaware of what customers actually search for

Different ways to use keywords (from Wordstream)

  1. In a page title
  2. In a url
  3. In page copy
  4. In meta tags
  5. In image file paths
  6. In anchor text
Meta tags are one way to incorporate keywords.

2. Content creation

Key considerations when writing content (from BruceClay)

  1. Write for customers, not search engine crawlers
  2. Have a goal for each page
  3. Focus on keyword subjects
  4. Make keywords interesting and useful
  5. Aim for high quality.

Content do's and don'ts (from BruceClay)


  • Write original and unique text
  • Use keywords naturally
  • Write short sentences and paragraphs with online readers in mind
  • Use bulleted and numbered lists
  • Use easily-scannable bulleted and numbered lists
  • Include embedded images, video, and other objects that generate engagement


  • Keyword stuff (overuse keywords)
  • Try to optimize unrelated keywords
  • Duplicate content pages
  • Hide texts from users that search engines can see
  • Webspam/ deceive search engines

Tips for writing content (from Blend B2B and Writtent)

  • Make sure the title and meta title relate to the content/keyword
  • Know which keywords you're ranking for
  • Use simple content in body text
  • Link keywords you want to rank for
  • Include multimedia (photos, videos, polls, audio, etc;).
  • Make content sharable and ask people to promote it
  • Use numbers in headlines for more clicks
  • Know the audience you're writing for well
  • Create impressive headlines
  • Use subheads so users continue reading
  • Choose good font styles and sizes
  • Write longer content with short paragraphs
  • Use a conversational tone that also pairs well with keywords a user may search
  • Use meta descriptions
  • Use internal links
  • Use the "find" tool to spot overused words
  • Write call-to-action statements with powerful keywords
An example of a call-to-action that uses links and keywords.

Homepage SEO best practices (from Green Flag Digital and Yoast)

  • Make sure the homepage loads quickly
  • Use it as a launchpad for the rest of the site––point to internal pages with internal links
  • Highlight important products and rank for long-tail or experimental keywords
  • Make sure the page title focuses on the brand name or product
  • Select a clear logo for branding and an opportunity to use keywords
  • Fill out the meta description
  • Use links sparingly
  • Don't use too many photos or clutter the page with content
  • Create textual information and taglines
Nike models a great home page with images, an organized menu, a distinct logo, a tagline, descriptive text with keywords, and a search box.

How TYR stacks up

As an ecommerce site, TYR uses many photos, internal links to other pages on the site, an ad slideshow, and videos. This rich content provides opportunities to raise engagement and use keywords in file names. However, the homepage does not include a tagline or any descriptive text, which can negatively affect SEO ranking. As a result, the company should place a tagline with a short sentence that uses keywords beneath the ad slideshow. It could also feature a call-to-action statement at the bottom of the page with links to a specific product. Furthermore, the homepage does not have a title, which is another opportunity for TYR to include keywords.

Dolfin––one of TYR's competitiors––effectively uses body copy and images together on its homepage. TYR can use a similar approach on its homepage.

3. Overall site SEO tips


BruceClay definition: "Siloing a website means grouping similar pages together, either structurally or through links, to establish the site's keyword-based themes."

Physical siloing: grouping through the directory structure.

Virtual siloing: grouping through the linking structure

Suggestions for changes

TYR physically silos pages with a bar menu. Although the company organizes this menu well, it does not make sense for the googles to have their own page, even if the brand is famous for quality googles. Instead, it should place it under the "equipment" tab.

The "Goggles" section can fit under the "Equipment" tab.

The site also uses virtual siloing through images and sidebards, but it could change its approach to video. Anyone who clicks the Ryan Lochte video on the homepage must view it in another page. Brands should never take users off the page when they view a video, so they should make the video play on the homepage.

TYR's Ryan Lochte video opens in a completely new tab instead of playing on the homepage.

Building a better 404 page

TYR's current 404 page

TYR's 404 page does not contain anything creative and looks very much like an error message. This page has so much more creative potential and areas for keywords within image file names, for search boxes, and links to other pages in the website. This will also keep users on the website.

Sitemap amendments

TYR's website has a well-developed sitemap, yet a few key urls are absent: news and events, blog, and press. Since these pages feature a lot of content, it's important for them to have their own place in the sitemap so search engines can easily index them, which ultimately leads more people to those important pages.

New Keywords

One-word phrase keywords (part 2)
Two-word phrase keywords (part 2)
Two-word phrase keywords (part 2)

Looking at these charts, TYR does not adequately use keywords relative to its content. For example, many of its keywords relate to its shipping and handling processes or things unrelated to their specific products. In addition, keywords related to the brand itself (swimwear competition, googles, swimwear) all rank lower than other keywords like "shipping." The company also does not use meta keywords.

Cleaning up backlinks

TYR can discover how many backlinks its site has through monitorbacklinks. Negative backlinks can lower a brand's search engine rankings. Judging from the monitorbacklinks data on TYR, the brand's site contains 665,000 backlinks, which is way too many. The company should prune these links and select the most important ones that will raise its search engine ranking. Most of these backlinks are atually from reputable sites, since the brand services so many people, but the report contains a few unreputable or unrelated backlinks the company should remove: https://www.kateygibb.com/feed.xml; http://www.evansroofing.com/Our-Clients/Clients-List.aspx; http://desi.tervara.de/links.htm

4. How to use 8 SEO Tools

1. SEOChat robots.text generator: paste the site link in the url section and the xml.sitemap url in that box, then export the file as a robots.txt. This is an easy way to ensure the robots.txt file is correct so search engines can crawl the site well.

A sample of a robots.txt file for TYR.

2. Monitorbacklinks: This tool allows companies to view the exact websites backlinking to their site. A bar above the report contains numbers for each of the following: total backlinks, unique domains, indexed urls, citation flow, trust flow, and class C IPS. In the second chart, it ranks each of these links, shows the urls to and from the site, and displays anchors. TYR can paste its link into the search box, analyze data from the generated report, and continue monitoring the backlinks. From this report, brands can cut out irrelevant backlinks, which boosts their SEO rankings.

TYR's backlink report from monitorbacklinks.

3. Moz keyword explorer: Moz allows brands to enter a term or phrase and generate keyword suggestions. Brands can then make keyword lists, which display the keywords' monthly volumes, SERP features, difficulties, organic CTRs, and priorities in various charts. Using these resources, brands can develop lists of keywords, then analyze which ones are most affordable and profitable.

Graphs of TYR's keyword research.

4. The Wayback Machine: This tool allows brands to see snapshats of their website so they can see the previous version if something negative happens with its SEO ranking after the company changes something. Brands can paste their url in a box and see customized results.

TYR's customized Wayback Machine report.

5. Builtwith: This site allows brands to see what its website was built with after they paste their url in a box. The profile results display the following: web server, hosting providers, nameserver providers, email services, ssl certificate, CMS, ecommerce, frameworks, advertising, analytics and tracking, javascript libraries, mobile, widgets, and more. This is a helpful way to see what resources the company uses for SEO, but it's also a sneaky way to spy on competitors and look at the tools they use.

TYR's Builtwith results.

6. Google Trends: Google actually provides many helpful SEO tools, but Trends is one of them. This feature shows trending search queries and keywords, shows related queries and topics, lists trending stories, and displays search interest data maps for a region or for a length of time. This is a great way to brainstorm new keywords.

A sample of the search interest data on the keyword "swimming."

7. SEO Site Checkup: Companies paste their url into the search box. The program then analyzes the site, gives an overall score, shows passed/failed checks, and indicates the number of warnings. A report below this data contains common SEO issues the site faces for keywords, meta titles/descriptions, Google search results previews, competitiors' domains, headings, CSS, and more. It highlights successful things in green and errors in red. Using this tool, companies can understand their SEO successes and failures.

The SEO Site Checkup data for TYR. The site earned an overall high score.

8. Google Pagespeed Insights: Pagespeed Insights explains how a brand can change its website speed, javascript, CSS, and other programming items for the best optimization. These are all essentials for high search engine ranking, so it's important websites load fast and have great programming. Drop-down menus provide suggestions of possible changes.

TYR does not have a high optimization score because the website loads too slowly.

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