|
Have you seen this acronym floating around and asked yourself, what does it mean? Is it just another web-related buzz-word? Could it actually have a positive effect on my business? These are questions that I'm excited about answering for you in this post! The key to attracting search engine–generated traffic to your Web site is to meticulously optimize its content for carefully selected keywords. By focusing on the most effective keywords for your site, this position the site in top search engine rankings for those keywords. Now you may be asking yourself, if that's all it takes, then why isn't everyone else doing it, because that seems simple enough right? Well it requires a little bit more work than that. Listed below are five of the many steps we would take to optimize your site for search engines if given the opportunity. Step 1 – Know who you are targeting As with any marketing campaign the first step in optimizing ANY web page is to know your target audience. Is your site B2B (business to business) or B2C (business to consumer). This is important because this not only affects the tone of your site, but also the keywords you chose. It is imperative that you nail who your target is before you do anything else because if you don’t it doesn’t matter how big your site is, or how many pages you have. If you don’t write to the right crowd you aren’t going to get too much business. The best thing is to write down who you think the target is. Be as detailed as possible. For example, your target may be a 30-45 year old female, in middle management, who drives a mini-van and takes her 3 kids to school before she goes to work. She makes $45,000 per year and has a bachelors degree in finance. This is the type of detail you need. You should be able to picture this person in your mind. Not just the abstract idea of her, but a physical look as well. The better you can picture them in your mind the more successful you will be. Once you know who you target is the next step is choosing keywords. Step 2 – Choosing the right keywords This may be the most difficult part of your journey, especially if you don’t fit the target profile. That is, picking the keywords they will use to find your site. Start with a phrase you know your site is about (i.e. if you sell widgets, then simply put “widgets” in the search box). The tool will then not only spit out other related words, but also the search volumes associated with each for the previous month. A good rule of thumb would be to choose about one phrase per page. That doesn’t mean that you will only have one page per phrase, but it gives you a good target. So if your site is 300 pages, consider having a list of 300 phrases. Step 3 – Write your pages Now that you have your keywords its time to write, or re-write, your content to make them more appealing to the target audience, inserting the key phrases you’ve selected whenever possible. Keep in mind that you don’t want to over do it. Also now is a good time to ensure you have proper keyword densities and page length. We recommend pages that are 400-500 words long. If they are a little longer or shorter that is fine, however if they are approaching 1000 words or more you should split them up, trying to hit that 400-500 word limit. On this 400-500 word page you should have 2 or 3 occurrences of a key phrase, and you want to limit the key phrases used to 2 or 3. In other words you could have between 4 and 9 occurrences of all your key phrases per page. This should provide you with optimal keyword density. Above all, make sure the pages are readable. Don’t optimize for optimization’s sake. If only one key phrase applies to the page, then only use one. Step 4 – Optimize your Pages This can be done in conjunction with the writing. In fact it should be done at then to save time. I purposely made this a separate step so that I could outline the finer points of optimization. Provided that you are following the guidelines found in step 3, your pages should already have good keyword density, now is the time to improve that optimization by adding optimized meta tags and if appropriate, some image alt tags. First is to write the meta description tag. While many engines will index thousands of characters in your description, I recommend no more than a couple hundred characters. That is about how long this paragraph is. The meta description should be a readable sentence or two with the same keywords that you wrote the page for. In other words, the same phrases should appear in the meta description as the body. They should also appear as near to the front of the tag as possible however don’t sacrifice readability for this. If the tag doesn’t make sense with them at the front, then reorganize until they do make sense. Be sure to use proper punctuation as well. Also preferred but not mandatory is a meta keywords tag. While none of the major engines use this tag, other smaller ones, and some specialty engines do use the meta keywords tag. If your target uses one of these engines then it makes sense to have that tag in place. Also, with the keywords tag there is a lot of debate over using commas or not. Personally I do not use commas. I just combine the phrases and remove duplicate words. For example, if the page is about blue widgets, yellow widgets and red widgets then the keywords tag could be: “blue yellow red widgets.” Common sense should be used when deciding if you will use image alt tags as well. If your keywords match the image and you can make a compelling image description, then do it. Otherwise don’t. Step 5 – Write a compelling title tag We purposely left this as a separate step from meta tags because this is the most important part of your optimization program. Again, it can be done at the same time as the previous two steps, but its importance can not be over-emphasized. This is because the title tag is the tag which is displayed in the SERP (Search Engine Results Page). It is the link that people click on, and also the tag which is generally read by the visitor before they decide to visit. Therefore, if your title tag isn’t compelling, it doesn’t matter how well optimized your page is, it may not get that click. For this step, you need to look at your competition to determine what they are doing. Perform a search to see what is compelling about their listing? Is there one that stands out? If so what are they doing? For example, if on every other site the keyword is the first phrase on the title, then consider moving your keyword in to the second or third phrase. This is because, as you will notice, engines like Google bold the search term in the title and snippets or description. One way to make your title stand out is to have the term in a different position than the competition. That way the bolding stands out like this: key phrase in title tag key phrase in title tag title tag with key phrase key phrase in title tag Notice how the third one stands out from the rest? I can not emphasize enough how important that title tag is. As I said, it is the “hook” to get visitors to your site. If the title is ineffective, then it won’t get clicked which means you don’t get the opportunity to woo that client. Summary As you can see, optimizing a page has less to do with optimal keyword density and more to do with knowing who it is that will be using that page. If you don’t know who your target audience is you will never be able to properly optimize your pages. Sure you can optimize it for whatever keywords you choose, but if they aren’t the words that your customer will search for, what’s the point? In the end, the more you know who your customer is, the better you will be in all your online ventures, from introduction of your product or service, to closing the sale. It is up to you to cater to them, and not force them into a more generic mold. This is because today’s web searchers are much more savvy and willing to browse more if a site doesn’t appeal to them. Just as a bonus, I found a neat little video that does an interesting job of breaking down the subject. I hope you enjoy it as much as I did.
|
