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Search Engine Marketing
Keywords are the search terms that users type in on Google or Yahoo! to search for companies or products like yours. Many major search portals offer tools to assist you in determining those keywords. Google's tool can be found here:
Another good way to determine relevant keywords is to visit your competition’s Web site and view the keywords that they are using in their Meta data (see how below). Once you determine the relevant keywords for your Web site, you should review your own site’s content. Does the text on your Web site mention the important keywords often enough? Be careful not to focus on keywords so much that you distract from your reader’s experience.
Next, you should review your site’s Meta data such as title, keywords and description to ensure optimal Organic search engine rankings. Meta data is HTML code, hidden from the reader, but used as the words that then appear in the main body of the search engine return page. You can view your Web site’s Meta data by using your right mouse button and clicking on “View Source”. It will look something like this:
<head>
<meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1" />
<title>Sharp Creative: Home. Marketing, new media and design services. intelligent marketing. smart design.</title>
<meta name="keywords" content=" sharp creative, Pittsburgh agency, Pittsburgh creative agency, web design firm, web design, web site design, web page design, web design and development, ecommerce web site design, web design company, custom web site design, media new, agency media new, search engine marketing " />
<meta name="description" content="Introducing Sharp Creative, a marketing, new media and design company. Sharp Creative works in a consultancy-based model with industry expert writers, designers, art directors and programmers. Experience in high-tech, financial services, department of defense and real estate industries. Expertise in web design, print, broadcast, integrated marketing, and brand identity." /> |
Finally, items such as internal hyperlinks, domain names, file names, and other elements also factor into the rankings. These links and names should all be clear, relevant and active. Nothing makes a user lose confidence in your company more than a dead hyperlink!
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