Search Engine Optimization for Beginners: Writing Keywords, Title Tags and Descriptions.

What is a Keyword?

Web users usually enter one or more words into a search bar in a search engine to find information. The more descriptive the search phrase, the more likely the user will see the results they are seeking. The most common search is two and three word phrases. When entered, they can yield thousands of results. Most viewers only look through the first few pages. In order to increase the number of resulting relevant sites, the user must enter words that most accurately describe the result they are seeking. These words are known as keywords. The longer more descriptive words are known as Long tail keywords. When these targeted keywords are used, especially the long tail keywords, more results will be displayed that meet the criteria.

When you identify the keywords that are relevant to your business and add them to the content of your site, they will add value to your site, increase the likelihood that your site will appear when those words are entered into a browser search and result in converting traffic to business.

For example, if you are looking for a company located in San Francisco that designs and develops websites, creates business cards and brands identity you might type a combination of the following keywords words in the search bar to find a web designer. You might further refine your search by typing the geographic location as well.

“design, print, business cards, brochures, posters, branding, strategy, marketing, social media, web, websites, advertising, agency, software, applications, technology, mobile, creative, research, graphics, analytics, interactive, content strategy, editorial, copywriting, interaction, usability, user experience, developer, digital agency, interactive agency, San Francisco, San Francisco Bay Area, Marin, San Jose, Palo Alto”

Identify your Keywords

• List the words you would use if you were trying to search for a company providing your service
• List synonyms for your important keywords
• Go to your competitor sites and list all the important words and phases on their site
• List the most important words and phases on your site

Refine your List

• Rank your keywords and phases by importance from high to low
• Test your keywords by using them in different search engines (ex. Google, Yahoo, Bing, etc.) and see which sites are listed on the first two pages of the search results. Ideally you will want to see your website high on the list. Your competitors should also be on the list if they used similar keywords and took steps to optimize their sites.
• Finalize your list. Most likely you will have 1-2 dozen words depending upon your purpose.

Write a Title, Description and Keywords

When your website appears in a search results list, it will appear with three lines of information: a title, the URL, and a description. This information is created from Meta tag in your program code under the SEO Tool. The browsers will assign a title and description if you do not enter one. You want to entice the user to click on your site so it is important that you write a title and description for each page of your site.

The title is indexed by the big three engines (Google, Yahoo and Bing). To Google, the Title Tag is of average importance in terms of SEO, but importance with respect to getting the click. You also want the browsers and spiders to read meaningful information so they will display your site in the search result.

Keywords do not appear in the search results. They have no impact on ranking. However they help the browser find you when conducting a search.

Search Engine Page Home Results followed by Meta Tag information that created it.
Sephora: Beauty, Skin Care, Makeup, Hair, & Fragrance
www.sephora.com/ – Cached
Sephora.com is a leading beauty retailer offering the best cosmetics, skin care, makeup, fragrance & perfume, hair, beauty products and makeup tips.

Meta Tag Title

This line typically contains the organization name and one or 2 other relevant words. It should grab the readers attention. It should be around 55 characters if you want the entire title to appear just as written.

• Format: (title) Sephora: Beauty, Skin Care, Makeup, Hair, & Fragrance

Meta Tag Description

This is a short HTML blurb that describes your site under your website name when it appears in the search results. In the absence of special coding for this line, each browser will pick up the first few lines on your home page or other page that appears in the search.

• The tags do not have to be sentences. They just have to be sound bites.
• The tag should be 170 to 200 characters. Write one for every page, or at a minimum the home page. Write each page tag in the same style describing the content of that page.
• Format: meta name=”description” content=”Brief description of the contents of your page
• Example: meta name=”description” content=”Sephora.com is a leading beauty retailer offering the best cosmetics, skin care, makeup, fragrance & perfume, hair, beauty products and makeup tips.

Meta Tag Keywords

• Identify and enter keywords on each page of your site. They must be relevant to the page.
• Format: meta name=”keywords” content=”Beauty, Cosmetics, Skin Care, Makeup, Fragrance, Perfume, Hair, Makeup Tips”