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In Web Site Strategy and Planning, Jen Kramer shows that there’s more to building a web site than just implementation. She describes how to create a plan that will ensure the end product meets the client’s needs and is as efficient and scalable as possible. Jen explains how to identify the right technology for the design, whether it is CMS-driven or static, and how to organize content and graphics. She shows how to create a project proposal that includes pricing and milestones that demonstrate to the client that work is being done. She also discusses how to measure the success of the design through analytics and user feedback.
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.
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