Easy-to-follow video tutorials help you learn software, creative, and business skills.Become a member

Adding keywords and descriptions

From: Web Site Strategy and Planning

Video: Adding keywords and descriptions

The biggest mistake most clients make is to think they can do search engine optimization well after site launch. Unfortunately, by then, it's too late. Search engine optimization needs to start in the redesign process. Each page should have a list of identified keywords. Like a fourth-grade writing assignment, use each of those words in a sentence, maybe two to three times per page on your site. Also, list them in the Meta keywords. The Meta description is used by Google to describe your site in the search results, so you want to also make sure this is well-crafted.

Adding keywords and descriptions

The biggest mistake most clients make is to think they can do search engine optimization well after site launch. Unfortunately, by then, it's too late. Search engine optimization needs to start in the redesign process. Each page should have a list of identified keywords. Like a fourth-grade writing assignment, use each of those words in a sentence, maybe two to three times per page on your site. Also, list them in the Meta keywords. The Meta description is used by Google to describe your site in the search results, so you want to also make sure this is well-crafted.

What are the Meta keywords and then Meta descriptions for the pages in the Hansel and Petal website? What keywords should be worked into the content? Identifying keywords is relatively straightforward. Think about what terms best describe what is happening on your page and what people might type into a search engine to find the page. Tools like Wordtracker and Google's Keyword tool are great for determining how often certain terms are searched for. It can also suggest good keywords to include on your pages in your content.

We are looking at the Google Keyword website at www.googlekeywordtool.com and you'll notice the box up here, in the upper left-hand corner for the Google Keyword tool. This is where you can research keywords for any page of your website. What we are going to do is generate some ideas for keywords to use on a particular page. So let's say we want to look for flowers, weddings, and Los Angeles.

We are going to type in our little special characters to prove that we are humans and we are going to say Get keyword ideas. Down here at the bottom of the web page, we will see how many times each of these keywords are used when doing searches on Google. For example, the term flowers, the very first thing on this list, was searched millions and millions of times in September, and globally. Weddings was another word we typed in and we can see how many times that was searched for.

Then what this tool does is start to combine the words 'flowers' and 'wedding' in a bunch of different ways, and also Los Angeles weddings is also in our list. So, this will give you some ideas of types of phrases that you might wish to include on your content. Just because there are millions and millions of searches for a particular phrase doesn't necessarily mean you should include it on your page. The fact that 16 million people have searched for flowers may actually be a drawback.

You want them to search for your specific kinds of flowers, flowers for weddings in Los Angeles. If you have a page that already has content on it, you can search for the Website content option here. The Website content option allows Google to analyze one of the pages on your website and it will identify special keywords that appear frequently on that page. You can then purchase ad words advertising for that web page based on those keywords and your ad should do very well in the ad words listings.

Now let's think about Meta descriptions. Earlier I did a search for kayak and boat and I pulled up a page full of results. The Meta description is used on this particular search page. It displays right after the link. So here is the link, this blue underlined text. And the text right after that, which is black, is the text that is typically driven by the Meta description on your website. Each page should include this description with a compelling reason to click through to the full page of the website.

So the inflatable kayak specialists here, The Boat People, are your source for new or used inflatable kayaks, canoes, whitewater river rafts and all other gear necessary to make your paddling adventures safe. If I click through this link, you will see we go to their website and it is exactly what we expected. Now that we know how important keywords and descriptions are to our content, we need to add these to our content spreadsheet. So, I am going to go back to Google Docs. This is the document that we developed in the previous video.

If you are not already in your Google Document, you may want to log in and start to edit your spreadsheet again. I filled in the document with all of the information from the previous video. Now, I am going to add two more columns. One will be for keywords, and one will be for descriptions. Under any of these pages, I can then type in keywords that will help drive traffic to the website. This will help Hansel know that these are keywords he should be using in the design of his content for this particular web page.

So perhaps for your special event I want to use the words 'flowers', 'weddings', 'party' and 'board meeting'. A description for this page might be something like, "Hansel & Petal are LA's "flower specialists for your big event. "We feature flowers for weddings, corporate functions, board meetings, "holiday parties, and more." We don't want to go too long. As you saw with our previous example of a Meta description, it actually got cut off in the Google search results and it didn't fully display.

So, you want to keep your descriptions short and to the point. Now I could go through and I could fill in these descriptions for each one of these content items, or I could leave them to the person who is responsible for writing the content for the web page. Just like when you write a term paper, the last thing you write is the introductory paragraph and the conclusion, you may want to save writing your Meta description until after you have actually written the content for the web page, so that you can clearly write a short concise Meta description for that page.

Planning keywords ahead of time leads to stronger content and better search engine optimization results. It doesn't add a lot of time to the process, since you will want to make sure your content is loaded with great keywords for best results. Be sure to write concise, compelling descriptions as well, so you can drive lots of traffic from search engines to your website.

Show transcript

This video is part of

Image for Web Site Strategy  and Planning
Web Site Strategy and Planning

24 video lessons · 28457 viewers

Jen Kramer
Author

 

Start learning today

Get unlimited access to all courses for just $25/month.

Become a member
Sometimes @lynda teaches me how to use a program and sometimes Lynda.com changes my life forever. @JosefShutter
@lynda lynda.com is an absolute life saver when it comes to learning todays software. Definitely recommend it! #higherlearning @Michael_Caraway
@lynda The best thing online! Your database of courses is great! To the mark and very helpful. Thanks! @ru22more
Got to create something yesterday I never thought I could do. #thanks @lynda @Ngventurella
I really do love @lynda as a learning platform. Never stop learning and developing, it’s probably our greatest gift as a species! @soundslikedavid
@lynda just subscribed to lynda.com all I can say its brilliant join now trust me @ButchSamurai
@lynda is an awesome resource. The membership is priceless if you take advantage of it. @diabetic_techie
One of the best decision I made this year. Buy a 1yr subscription to @lynda @cybercaptive
guys lynda.com (@lynda) is the best. So far I’ve learned Java, principles of OO programming, and now learning about MS project @lucasmitchell
Signed back up to @lynda dot com. I’ve missed it!! Proper geeking out right now! #timetolearn #geek @JayGodbold
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ.

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Web Site Strategy and Planning.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member?

Become a member to like this course.

Join today and get unlimited access to the entire library of video courses.

Get started

Already a member?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferencesfrom the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Are you sure you want to delete this note?

No

Your file was successfully uploaded.

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.