Posts Tagged ‘choosing keywords’

Where do I position keywords?

Wednesday, March 25th, 2009

There are a number of factors taken into account when a search engine indexes your ecommerce website…

Meta Tag: Keyword and description meta tag is ignored by google but is sometimes used to display information in search listings if it cannot find a description of your page in dmoz.

Title: The title should not consist of more than 60 characters (10 words). Your company name should be placed at the end of the title with your primary keywords at the start of the title. Each page title should be unique.

For example instead of “Contact Us” use the title “Contact us about our search engine optimisation services”.

Dont repeat your keyword in the same title and make sure that your title tag is the first element in the head section of your page in order that it is the first item that is found when indexed. Google stems words automatically therefore it should not make any difference when stem form the word uses therefore use the shortest form of the word (singular for example).

Keyword Proximity: An exact match with a query tends to score higher than partial matches where the keyword appears on the webpage in a different order or spread apart.

Keyword Frequency: Primary words should appear on your page where appropriate and fall below the twentieth percentile of total text on your webpage in order that it does not fall into the category of keyword-stuffing.

Keyword Placement: Primary keywords should appear in headings and title text where appropriate rather than image alt tags. Search engines also look at the body text, drop down menus, and the hostname. Keywords that appear in a prominent position such as the title or first heading at the top of the page, or within the first paragraph of the body text in bold will be weighted more highly than keywords that appear at the footer of the page in a small font size.

Summary: The following table shows the main areas of your online shop website that keywords should be used where appropriate…

Company name should be at the end
Use highest level for most important words.
Use keywords in the first paragraph of your page
Anchor text
Use keywords in links to your products.
Drop down boxes
Use keywords in drop down boxes used in forms.
Use keywords where possible in filename and folder names and domain names.
Use keywords in the images’ alt tags.

When using keywords found in the link text, those keywords should be found on the page that the URL is pointing to such as in the title. Duplicate links are counted only once therefore duplicate links should not appear on your page.

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Choosing the right keywords to promote

Wednesday, March 25th, 2009

Choosing keywords are the foundations of your search engine optimsiation effort and you should take time to choose the most important and relevant keywords for your website.

A keyword is a word that a search engine user would enter to find your website. Most people enter search phrases that are between 2 to 5 words.

Good keyword phrases are specific and it is better to have a smaller number of targeted keywords rather than have many irrelevant users find your site listed under generic search terms, who will be unlikely to spend much time on your site. Your ultimate objective is to get targeted traffic to your site. There is no reward in being on the first page on google unless those vistors become paying customers.

The more targeted and specific your keywords are, the greater the chance that visitors to your site will find what they are looking for.

In order to determine which keywords are most important and relevant to your website where are free tools available such as Google Adwords Keyword Suggestion Tool.

This tool will also give an indication asto the popularity of a keyword so that you may know how difficult it will be to rank for it. Less expensive keywords on pay per click will tend to be easier to rank in an organic search.

One way to go about choosing your site’s keywords is to make a list of all the possible words that your customer may use to find the products and services on your site remembering to think like your customers and avoid using words that your customer are unlikely to use.

Then use google’s keyword suggestion tool to help identify the keywords that you should be able to optimise which are not too popular or unpopular. Avoid generic keywords or keywords that are just a single word. So, for example to get a top ranking for “bracelet” you would be competing with millions of other webpages.

After you have narrowed down your keywords to around 20, choose one that will be your most important keyword. Typically this will tend to be your company name. You should ensure that your most important keyword appears on most of the pages of your site. You should also have a number of variations of your primary keyword such as synonyms and alternate spellings and include these in your keywords list. So a primary keyphrase for the bshop site “Health Store UK” should have the primary keywords “Health store UK”. Variations of this would be “UK Health Store”, “Healthstoreuk”, “healthstore UK” etc. Notice how the primary keyword is still present in the more specific pages.

The more specialised and targeting your keyword is, the more targeted your visitors will be and thus the more likelihood that they will purchase a product from your ecommerce website.

2 to 5 word phrases are much easier to rank well for because your competition are unlikely to use the same combination.

It is often a good idea to put a geographic modifier to your keyword such that “health store” becomes “health store uk”, provided that your ecommerce website focuses on a particular region or country.

Each page of your website should then contain your primary keyword. Where appropriate, your products pages should contain variations of your primary keyword or the remainder of your choosen keywords. To avoid being marked for spam, you should also use keywords that are appropriate in each individual page. So a page that contains contact details should not contain the keyword “Silver Bangles” for example but more appropriately includ your shop’s full name and variations of it where appropriate. It is also important not to stuff webpages with keywords as keyword stuffing is also considered in contravention of google’s increasingly strict webmaster guidelines.

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