Website design: a
play of keywords
Search Engine Optimization is a continuous effort. Search
engines constantly change their indexing methods and their algorithms.
These changes affect the weight attributed to keywords and web design
elements. Also the mix of websites varies around the clock on the World
Wide Web. Newly submitted web pages or websites may be getting higher ranking and
may be better designed for search engine optimization. It's time, then,
for re-optimizing. Again, the tedious cycle of
website and web page design, keyword research and web design optimization and,... the whole marketing process
revisited:
web design for search engine optimization; link review
and updating ; website submission; website listing in directories; website
announcement in newsgroups, forums and advertising websites.
Optimization for Search
Engines:
Importance of Keywords
Assuming that the content is ready and up to the hour, the most important
element of web page design is the keywords.
Keywords are the single most valuable tool a webmaster holds for marketing a web
site. Keywords allow a webmaster to communicate the
following subtle message to individual surfers: this web site treats the subject of
"your" (the surfer requesting the site) keyword better than most other sites; that's why the
search engine listed this web site within the top 10.
STEP 1- Website design: Choice of keywords
In a small notebook that can be carried everywhere, assign a
page to each of the web pages to be designed. Divide each page of the note
book into
three sections.
In the first section, write PRIMARY KEYWORD
In the second, write MAIN
KEYWORDS
In the third,
write
OTHER KEYWORDS.
Go through each of the pages and pull out words and phrases that may be used to
request for a similar document. Go through a thesaurus, a dictionary; scan
a few magazines on the subject; go to a university library and get a student
manual; brainstorm; talk to people. Record all words and phrases that may
contribute to the optimization of your web page under one of the headings you believe to be appropriate.
Prioritize these keywords into primary, main or other. Record the active
and passive forms of verbs and the singular and plural form of nouns.
STEP 2- Website design: prioritizing
keywords.
Now, get on the internet and enter each of these keywords, one
after the other. Record the results: what keywords are delivering more of
the competitors sites? What keywords take you to the Home Page of the
competitors sites? What keywords take you to minor pages of their
sites? What keywords deliver just a few competitors along with related
sites?
The keywords that deliver the most competitors are the keywords
for which competition is going to be fierce. These are your WEB PAGE PRIMARY
KEYWORDS. These are the keywords the web site needs to be optimized for.
The keywords that deliver the minor pages of the competitors are the MAIN KEYWORDS.
These are the keywords the INDIVIDUAL WEB PAGES need to be optimized for.
The OTHER KEYWORDS will be included where they fit, unless your content allows
the creation of individual pages for them. Then, they will
become main keywords. However, there are always the following
questions: is it worth the effort? How often are these keywords used by
people who really need the products and services you will offer? Only
research can answer this question.
The goal is to optimize better than the competition; not to be alone, without
competition. This last route is a lonely one: where there is no
competition, there is no customer.
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