I wrote this primer for a client to help them with their copy. Does any one have any comments on it. Things you’d add or disagree with.
Search Engine Optimization Primer
Following a few simple rules can greatly increase you site’s visibility in search engines. Thinking about search engines in the back of your mind as your composing or editing copy effects the language you use.
Keywords are the text users enter when they type into Google or other search engines. Google scans its indexes for the terms and returns the most relevant results.
If I wanted to stop smoking, I might type in “learn to stop smoking”, “smoking programs Vermont” or “help quitting smoking”. In contrast, the term ‘smoking cessation’ might be the terminology used on the page. Adjusting the page content accordingly will make the page easier to find.
Generic keywords will have competition from millions of other sites. Words like ‘healthcare’, ‘business’ and ‘diabetes’ would be very difficult to get found for. Detailed competitive analysis can be done to find the best keywords, but a few basic guidelines can go a long way.
• Target short phrase 2-4 words in length
• Pick terms that are focused and describe the message
• Avoid obscure terminology
• Avoid generic terms that are highly competitive
WHERE TO USES KEYWORDS
Once you’ve identified keywords that you want to use for the page, they should be used on the pages in places that search engines emphasize.
Search engines place special emphasis on the text used in headings, link text and strong (bold) text.
The page title appears at the very top of the browser window. It is important for SEO and also is usually used by Google as the listing title.
Description meta tags
Meta tags are information that search engines see that aren’t seen on the web page.
The description meta tag is usually used by Google as the listing description.
Keyword meta tags
In the keyword meta tag, list the keywords for your site.