Using Keywords [Link].
com
2. Optimize your current content
approach and understand the
purpose of each page.
The home page is your most
important page for people doing
general research before making a
purchase decision. You should
optimize your home page for
around three important keywords,
for example 'office furniture'. The
home page will attract the highest
number of inbound links and you
will want to pass the power of this
along to your most important
The first quick win of doing pages.
keyword research should be to
optimize your current content The home page should have
before you go on to create new internal keyword rich links to
content. That means looking again category pages that are designed
at the content you've already for people doing more specific
created and seeing what research, for example, ‘home office
improvements you can make that furniture’. Everything on the
will increase search engine traffic, category page should relate to this
and of course, sales from those single topic. These should be
particular pages. optimized again for around three
keywords.
You've got to make sure that you've
organized your content and that The category pages should link to
you've used important keywords in specific product pages, for
You’ve got to make sure all the right places. example, 'portable computer desk'.
that you’ve organized Again using keyword rich links is
your content and that important. People seeking product
you've used important Site structure pages will be further along the
buying process and will be looking
keywords in all the right
You need to be methodical in your for something specific. A product
places.
6
3
page should be optimized for two
keywords. (iv) Write the description meta
tag including all three of
So do a review of your main pages the keyword phrases. This
and make sure you've got a should be meaningful and
structure that follows the logic of written in good English
generic to the specific – as in 'office with a limit of around 200
furniture' to 'home office furniture' characters. The description
to 'portable computer desks'. The can often double as the
next step is to organize your pages summary or first paragraph
and an Excel spreadsheet is very of your copy.
handy for doing this (you can
download a template here). (v) Now work out the structure
of your copy, write keyword
Next let's look at optimizing specific rich sub-headings that help
pages. Here are the steps to follow: you organise your material.
(i) Decide on the specific (vi) Now write the copy itself.
subject you're going to Don't worry too much
write about and the reason about keyword density – if
why you're going to write it you've followed these steps
(for example, 'to help your page will be well
people understand' or 'to optimized. It is much better
close a sale'.) at this stage to writer
persuasively for people, not
(ii) Pick a primary and a search engins.
secondary keyword phrase
around which you'll Optimizing your existing content is
optimize your content. For the first step in getting a real
the home page and for business return from your
category pages, you can investment in keyword research.
add a third phrase. Many people stop here and don't
realize how profitable using
(iii) Write the title meta tag keywords in other ways can be. With
including at least your this section you've done the basics
primary keyword phrase. – it's now time to look at the less
Also include your second common uses of keyword research
and third phrases if that can give you a real competitive
possible. However, limit the advantage.
title to around 70
characters so you might
just have to use two out of
your three chosen phrases.
