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Search Terms and Keywords



[edit] Search terms and keywords

The basic principle of the way that search engines work is that they examine, that is 'index' text on website pages. They do this by following sitemaps and html links in pages and then read through the code to find the text.

So if you don't have the text that people use as search terms in your page, you won't get any search engine ranking.

But what does that mean in practice?

It's quite simple really, think about and research the words and phrases important to your business. For example, one of our customers sells organic meat and they are based in Scotland. Scottish beef is a premium product and therefore the term 'organic scotch beef' is an important one as is organic beef from scotland (click the links to see the results on Google - the Shopfitter customer is athollglens.co.uk).

Next group your terms into three types:

  • most important
  • converting terms
  • general terms

The most important terms, such as those in the example from Atholl Glens, need to be placed in the page title tag - you'll see them in the top bar of the browser. There is only space for around 60 characters so you'll have to use trial error to get the best configuration. The title is what is displayed in the search engine listing as the link to your site and it should be specific to each page on the site. To do this in Shopfitter find the 'Meta Data' section for each product, category and info page and place the 60 characters you've chosen in the 'Title' field.

For converting term what we mean is a short paragraph that describes the items and content on the specific page is and it needs to be placed in the underlying page code in the 'meta description'. It should be no more that 250 characters long and the main marketing message for the page should be within the first 150 characters. The reason for this is that Google, Yahoo, MSN et all display this as the short description of the page content on their search return - as a result this can be the text that convinces a search engine user to click on the link to your site instead of someone else's.

General terms should be added in text content in the rest of the web page. This will be in the item or service description as well as supporting and background information. We and other web marketeers offer varying advice on how many words should be used but a minimum of 150 is common, some people say 250. Remember the principle, if the words don't appear in text on your web page then the search engines can't index it and the searcher won't arrive at your site.

There's a common misconception about the importance of keywords. Up until 2002 most of the major search engines used the meta keywords tag to display relevant search results. However, many webmasters over did or even abused this system so that the sites they built ranked well even for irrelevant terms. As a result, the major search engines dropped support of the meta keywords tag in favour of visible text content. However, the meta keywords tag does have its uses, for example you can put common misspellings in as well as listing all your main search terms to increase the density on the page slightly. Add these to the 'Meta Data' 'Keywords' field in Shopfitter.

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Article details

Article ID: 54

Category: Marketing

Date added: 2014-11-24 09:48:29

Views: 536

Rating (Votes): Article rated 3.7/5.0 (27)

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