Category Archives: Optimization

Search Engine Optimisation with Webeden: Part 2 – Choosing keywords

Digital Marketing Optimization

Happy new year to you all!

We hope you liked the first part of our Search Engine Optimisation guide. Here is  part 2, which is all about choosing the right keywords.

Choosing Keywords

Now we reach the how to stage for getting your Webeden Website Builder site effectively optimised for Search Engines. This section now kicks off with a discussion on what to do, so pay close attention!

One of the key points in the ground rules section is that “search engines look for consistency and relevancy within a number of different areas of your in-page content and within your referral links”. Let’s start at the top and talk about keywords themselves, as these will be the important building blocks of your SEO tactics.

Keywords explained

Keywords are the words or phrases that you want people to be able to find you under when they do a search on the internet. These are essentially the words or phrases that best describe your business and the things that people would think of when they are interested in your goods or services. The more specific the words or phrases match what you offer, the more likely it will be to drive people to your site.

Let’s take my example company ‘Joe’s London Taxis’ and see how it works. For this fictional business, there are a number of keywords we could try. For each word or phrase below I’ve indicated how many terms or results are returned by google.com as an example of their competitiveness. Here are some terms I could use:

business (1.4 billion results on Google)
car (652 million)
london (402 million)
taxi (97 million)

These don’t seem too good. The sheer volume of pages returned on these terms will make it very hard for them to ever have an impact for my little business. How about:

london taxi (2.7 million)
west london taxi (1.6 million)
hammersmith taxi (221,000)
london minicab (220,000)
west london minicab (96,000)
hammersmith minicab (24,500)

That’s getting a bit better. Using two or three word phrases improves your chances of ranking highly as these phrases attract fewer competing companies and can be more specific to your market. And it looks like ‘minicab’ produces much less competition than ‘taxi’, i.e. there is a greater chance I can score highly with ‘minicab’ as fewer companies compete for this word. This will all help me make my choices about which keyword phrases I should use for my site.

As the effectiveness of the search improves, the number of search results will drop, so it’s a balancing act between being on page 100 for a top phrase with millions of searches and being on page 1 for a less used phrase with only a few thousand. Personally I think higher up and more focused is better.

How many keywords should you use?

That’s debatable too. Most articles suggest less is more; as few as 5 keyword phrases per page as a target, e.g. “london taxi, west london taxi, west london minicab, london airport taxi, hammersmith taxi” is 5 keyword phrases (usually just separated by a comma). Most keyword optimisers won’t complain until you have more than 15-20. So somewhere in the range 5-20 won’t hurt. I chose 15 for my example site.

If you have an exciting or unique brand name then this should be included in your keywords (and probably included in your URL too).

Don’t forget, your keywords will need to vary from page to page reflecting the contents of that page. There can be some overlap, but you can take different page contents as an opportunity to expand your list of keywords. For example, for my page www.joeslondontaxis.com/taxibooking I wanted to choose words relating to booking a taxi, e.g. “book a london taxi, london taxi booking, etc.”

It’s best to plan the keywords for each of your pages and only then start to go through the pages themselves and make sure the keywords are correctly represented and consistent in the right places.

So there’s your first piece of homework: work out the keywords and phrases for each of your different pages. Don’t worry about getting it ‘right’ first time. These are things you can change as you go along, but try to think about the important, specific phrases that summarise or capture the contents of each of your pages.

That’s it for Part 2 – we hope you’re finding it useful. Leave a comment below and let us know how your SEO is getting on. Here’s a link to our Search Engine Optimisation Guide part 3.

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Search Engine Optimisation with Webeden: Part 1

Digital Marketing Optimization

Getting to the top of the search engines is one of the most cost effective ways to market your website. The ‘organic listings’  or the left and side of the the search engine results page can drive thousands of visitors to your site. However, getting your website listed there has always thought to have been somthing of a ‘dark art’. But it doesn’t have to be a mystery! We’ve put together a 5 part guide to show you how to do it with your webeden.co.uk website builder.

Part 1 – The ground rules

Search Engine Optimisation with SiteMaker is much like Search Engine Optimisation with any website. The key is to make sure that your site contents are focused and relevant to the keywords that you wish to rank highly on. This means making a real effort in a number of places to make sure the terms you use are consistent. And don’t be too ambitious, you’re never going to beat the big guys if your words are too general and competitive.

This guide is based on our experience and generally accepted guidelines on how to improve website search rankings. It doesn’t guarantee results, but will point you in the right direction ;-). If you want more specialist help, employ an SEO consultant, or read the huge range of SEO articles available online.

Throughout this guide we make reference to a website www.joeslondontaxis.com which was built using SiteMaker to test the theories in the articles and show how to get practical results. All results were correct at the time this guide was written.

 

Ground rules!

Firstly nobody can guarantee you positions in the search rankings. Search engines keep their search algorithms very secret and update them regularly to make sure they produce true and accurate results.

The second thing to know is that SEO takes real work. You’re going to have to give it some thought and make changes to all the pages in your site. This will take time and you may want to adjust things after a few months as you start to see results. The Internet is a great potential market but you need to invest time and effort in marketing your site if you want it to be successful. SEO is a good way of doing this but like most things it doesn’t always come easy.

Next, it’s going to take time for your rankings to improve. Search engines can take months to even list your site and then further time to assign you a rank. They will then review your site periodically and check for updates but the frequency of this can vary. So don’t expect too much too soon. Be patient, build your credibility and presence, and good things will come. Many sites that rank highly have been around a long, long time.

And finally, SEO isn’t everything. There’s never an excuse for not marketing your site in other ways if you’re serious about getting it noticed. Traditional offline marketing, online marketing (banners or AdWords), putting your URL on letterheads, posting it on industry specific directories/message boards, etc., can all help and these actions will also support your SEO efforts too. So don’t forget to look at other forms of marketing too.

First things first

So now the ground rules are out of the way, here are the basics. If you are building a new site, you have two challenges: getting your site listed, and improving its rankings. Even getting your site listed is a subject surrounded in controversy but it also closely relates to how you get it optimised.

In terms of optimisation it’s important to know that search engines look for consistency and relevancy within a number of different areas of your in-page content and within your referral links. These include:

1.    The URL (or web address) of your page, e.g. www.joeslondontaxis.com, or www.joeslondontaxis.com/taxibooking, etc.

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…”

5.    Your page content, e.g. the text that is on your page, including headings (or section titles) which are treated differently from body text

6.    Links on your page, including the anchor text, e.g. the text on which the link is set

7.    Images on your page, including the name of the image file, and the link (if any) set on the image

8.    Referral links to your pages, including the anchor text of the referral link, e.g. a link on another site referring to your site

9.    Points 1-7 are easily within your control as they all relate to the contents of your site. Point 8 requires linking to your site from other external sites, which is less easy to achieve, though there are a number of ways in which you can go about doing this.

Remember, while search engines are mechanical they are not stupid! They are in a constant battle with link spammers who attempt to manipulate ranking results for profit. Optimising your pages and encouraging genuine link backs from other relevant sites will help but getting involved in link spamming and other dodgy techniques such as spamming keywords or content can get your site black listed. So more isn’t always best, make sure links, content and keywords are all genuine.

This guide will go through each of these points in turn and discuss how they are relevant to SiteMaker as well as how to go about achieving each one of them.

Like I said, none of this is solid fact, but it is based on perceived wisdom and what little guidance search engines give out. However, we also want to encourage debate. So if you know something useful or have found a good resource please let us know using the form below.

What’s next? Here’s a link to our Search Engine Optimisation Guide Part 2, which is all about choosing keywords.

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