Onsite Optimization and Content Development
Once you’ve got your target keywords and you know who your target customer is, the next thing you want to do is do what we call, optimize your website. There are several steps to this. This is a huge benefit to a website in the beginning and it’s something that can be done fairly easily. The first thing you want to do is look at website structure. We talked to people about a 3 tier structure where you’ve got home page, then category pages … If you look at the internal navigation, the navigation bar at the top of the webpage, those would be the category pages. Then what we call content pages are the pages that are listed underneath the category pages. The next piece is a page title. It can be actually in the code that you go into. I put the keywords in the page title in the code. The meta description, which is what appears on a search result page below a page title and a URL. Then actually put the keywords in the URL as well as the headings in the content of the page. Then you’ll have images on your pages, and you’ll want to have keywords in, what’s called, the off text in that image. That begins in the code. Also, you want to have your keyword in the content. In the past, people used to do what’s called keyword stuffing. They would put the keyword in many times in the content; sometimes the page would just be the keyword. That was truly classic keyword stuffing. Google has gotten a lot smarter and catches those types of efforts. You want to make sure that it is normally spaced in the content; it’s not overly dense in terms of how much the keyword is used in the content. You still want to make sure the keyword is used on a certain page. In this way, you would find that the website is structured well but also you have a keyword used throughout the page title, the meta description, the URL, the heading, the content, the image text on a page. Here’s an example of a website, Telecom Solutions Inc., that has used their target term across the page. So, voice communication would be a target keyword here. “VoIP business services” is another one. If you see, it’s here in the URL at the top as well as voice business services. Then you’ll see it actually in the meta-description as well as the VoIP business services here. Then you’ll see it’s in the heading, voice communication, voice business services. Then throughout the content you’ll see a presence of those terms. This is a good example of somebody who has done a nice job of optimizing their page content for a search engine result that drives keywords that they are trying to gain traffic from.