Daily Archives: January 21, 2009

Digital Marketing Optimization

Search Engine Optimisation with Webeden: Part 4 – Start to Optimise your Webeden website

Now we’re going to get into the nitty gritty of optimising your Webeden website. We’ve broken this section into two because we didn’t want to overwhelm you! Once you’ve learned all these SEO tricks you can apply them to your website, and if you decide to make a website again you can do it from the outset.

Introduction

OK, so you’ve done the work, got your keywords worked out for your different pages, got your site listed (registered) on the major search engines (see previous section), now what do you do? How do you make the changes in SiteMaker? Good question. Here is the ‘how-to’ for SiteMaker…

Now that you’ve got your list of keywords, you’re ready to start making some changes. These keywords (or phrases) are your target words that you want your site to be found with when people use the search engines. Therefore, you will want to make sure that they are used appropriately on your site and that there is consistency in how they appear.

However, this still needs to be done in a sensible fashion. Just dumping a bunch of words on your site that don’t really make sense or fit with your site or page can lead to problems, so this needs to be done carefully.

My keywords

For my site (www.joeslondontaxis.com) I chose a set of keywords which were:

“joes london taxis, london taxi, west london taxi, hammersmith taxi, london minicab, west london minicab, london airport minicab, london airport taxi, london taxis, west london taxis, hammersmith taxis, london minicab, west london minicab, london airport minicab, london airport taxis”

This is the general set that I chose as appropriate for the different markets I am interested in, e.g. mostly in west London and including airport services. I further tailored them to each of my pages to make sure that they were better matched.

For example on my ‘taxi bookings’ page (www.joeslondontaxis.com/taxibooking) I used:

“book a london taxi, london taxi booking, west london taxi, book a minicab, london minicab booking, joes london taxis, london taxi, west london taxi, hammersmith taxi, london minicab, west london minicab”

This contained some overlap with my site keywords, but it also contained more specific words/phrases to do with my bookings page. Using these two pages as an example I entered the keywords onto the pages in such a way that they would be usefully picked up by search engines.

Step By Step

If you remember from the first section, we had 8 different areas to optimise. I’ll go through each of these in turn:

1. The URL (or address) of your page

This can be the URL of your site, or indeed the URL of a particular page. In my case I would use www.joeslondontaxis.com for the site, or  www.joeslondontaxis.com/taxibooking for the Bookings page.

This URL should be relevant to the contents of the page and use (if appropriate) some of your keywords. For example, my company ‘Joe’s London Taxis’ is also my domain name, and my bookings page is named /taxibooking (not page1.htm). If you have a brand name that isn’t specific to your product, e.g. Youtube provides videos online, don’t worry about that, just make sure it’s one of your keywords, as it may be something people search for.

You can change the names of your pages in the ‘pages’ panel within the SiteMaker toolbar.

2. Your page title in the HTML: e.g. “London taxi company”, or “London taxi bookings page”

3. Your Keywords metadata in the HTML: e.g. “london taxis, london taxi, joes taxis, west london taxi, etc.”

4. Your Description metadata in the HTML: e.g. “london taxi company provides taxi services…”

The ‘Title’ tag in the HTML is the name you see at the top of the browser bar when you visit the page. The Keywords metadata is also hidden in the HTML and gives the search engine an idea of what your site is about based on particular words and phrases. The Descriptions metadata is again hidden in the HTML and is a short text summary of your site.

All three are important to get correct and consistent as they are used by search engines, though always in context with the rest of your site contents. In SiteMaker there are a couple of ways of setting these things. We let you set a default for all pages (useful if you have hundreds), but we also allow you to set these for individual pages, giving you more control.

If you go to ‘Edit’ -> ‘Admin’ -> ‘Site information’ you’ll see the ‘Site name’, ‘Site keywords’ and ‘Site description’ fields – we can ignore ‘Site email’ here. These will be the default metadata values that are inserted into the HTML for all of your pages, unless other values are added to the individual page settings themselves.

For individual pages, go to ‘Edit’ -> ‘Page settings’ -> ‘Meta data’ and you will see the ‘Page title’, ‘Keywords’ and ‘Description’ fields which insert the values into the HTML for that particular page.

For example, with my site I chose to set the default keywords to:

Keywords – “joes london taxis, london taxi, west london taxi, hammersmith taxi, london minicab, west london minicab, london airport minicab, london airport taxi, london taxis, west london taxis, hammersmith taxis, london minicab, west london minicab, london airport minicab, london airport taxis”

Description – “Joes London Taxis provides taxi services to all central and west London areas. If you want a west London taxi, call us on 0870 23 34 xx”

These appear on every page I created and will remain unless I generate a different set for specific pages using the ‘Page Settings’ panel. For my Taxi Bookings page, I decided to create a different set and changed these to:

Title – “Taxi booking page – book a London taxi”

Keywords – “book a london taxi, london taxi booking, west london taxi, book a minicab, london minicab booking, joes london taxis, london taxi, west london taxi, hammersmith taxi, london minicab, west london minicab”

Description – “Use this page to book a west London taxi with Joes London Taxis. Book by phone or by email.”

You can see how simple it is to make some adjustments to the keywords/description so that it is more specific to the actual page you are on, without having to change them all.

Summary

We’ve shown you lots of ways you can start to optimised your webeden website. Be sure to check back next week for another host of stuff you can do!

Oh, and let us know how you’re getting on so far. Anyone getting great results? If not, what seems to be going wrong? Leave us a comment below. Here’s a link to our Search Engine Optimisation Guide Part 5.

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