UNL Extension 2.0 Presentation on keywords


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Selecting and using keywords on your web site

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UNL Extension 2.0 Presentation on keywords

  1. 1. Identifying Keywords in Your Web Site Extension 2.0 November 2008 Dave Ostdiek, PREC
  2. 2. What is a Keyword? <ul><li>Wikipedia: The term keyword in reference to Search Engine Marketing (SEM) usually refers to a word or keyword phrase (combination of words, such as 'Chicago Courier Service') used to find relevant and useful web pages. </li></ul><ul><li>Keyword selection is part of the process of search engine optimization, which also includes content, simple site design, well-written meta tags and page titles </li></ul>
  3. 3. Why Are Keywords Important? <ul><li>Most visitors to web sites get there by searching. </li></ul><ul><li>Searches are performed using keywords. </li></ul><ul><li>Goal: To appear on the first page of Google search results list </li></ul><ul><li>Because so many people come to web pages via Google searches, think of each page as its own web site. </li></ul>
  4. 4. Choosing keywords (about.com) <ul><li>Who is your target audience, and what is the primary focus of your web site? </li></ul><ul><li>Write a list of words and phrases you think people might use to search (brainstorm; include everything you can think of) </li></ul><ul><li>Each page should have one to three related keyword phrases specific to that page. </li></ul>
  5. 5. Selecting a good keyword <ul><li>Google AdWords Keyword Tool: </li></ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>Wordtracker keywords: </li></ul><ul><li>http://freekeywords.wordtracker.com/ </li></ul><ul><li>Google webmaster tools (a more general tool for optimizing a web site for Google searches) </li></ul>
  6. 6. Google AdWords Keyword Tool <ul><li>adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>Suggests new keyword ideas </li></ul><ul><li>First option: descriptive words or phrases </li></ul><ul><ul><li>Generates advertiser competition(# of advertiser worldwide bidding on each keyword relative to all keywords across Google; shaded bar represents low- to high quantitative guide), approx search value for previous month, and approx average search volume. Also suggests additional keywords to consider, sorted by relevance, with same information </li></ul></ul>
  7. 7. Google AdWords Keyword Tool <ul><li>Second option: website content. You type the URL of your web site </li></ul><ul><ul><li>Search generates list of keywords grouped according to item. For example, for wheatbook.unl.edu, the list included wheat penny, wheat ridge, of wheat, wheat cent, whole wheat, and wheat. Each term has same info (advertiser interest, number of searches). So it’s not intuitive, but then neither are search bots. </li></ul></ul>
  8. 8. WordTracker free keyword suggestion tool <ul><li>You type a keyword and it lists the top searches for related phrases. “Wheat production” yielded a list of 11 terms, ranging from the most searches (44 for wheat production in the USA) to several tied for two searches each. My phrase, “wheat production,” was second on the list with 7 searches. </li></ul>
  9. 9. Got your keyword? Here’s where you can put it! <ul><li>Including Keywords in Your Site Content and Source Code (about.com): </li></ul><ul><li>http://websearch.about.com/od/keywordsandphrase1/a/keywordscontent.htm </li></ul><ul><li>Page title (blue bar across the top). Titles should be meaningful (not catchy; that’s meaningless to a search engine), long enough to convey keywords, and should avoid hierarchical designations, such as chapter 2. These are meaningless to search engines too. Remember, each page should stand-alone (but still have links). </li></ul><ul><li>Document text: Repeat title keywords in first sentence, first paragraph. Also make sure your content resides just in one place. Also use related terms, other terms that people might search for. Avoid keyword spamming. Search engines are wise to this. This is the old way to “game” search engines. </li></ul><ul><li>Headlines, subheadings </li></ul><ul><li>Meta title </li></ul><ul><li>Within links (anchor phrases) Make sure anchor text uses keywords and describes the site you’re linking to. Avoid linking to pages that are too deep in the site navigation structure; think flat. </li></ul><ul><li>Images (alt tags) </li></ul><ul><li>What doesn’t matter: Spelling, grammar, readability, visual emphasis (color, boldface, etc.), long documents, number of documents in your site, rate of change, site maps </li></ul>
  10. 11. Keywords in PREC home page: <ul><li><!DOCTYPE HTML PUBLIC &quot;-//W3C//DTD HTML 4.01 Transitional//EN&quot;> </li></ul><ul><li><html> </li></ul><ul><li><head> </li></ul><ul><li><title>UNL Panhandle Research &amp; Extension Center</title> </li></ul><ul><li><meta http-equiv=&quot;Content-Type&quot; content=&quot;text/html; charset=iso-8859-1&quot;> </li></ul><ul><li><script src=&quot;Scripts/AC_RunActiveContent.js&quot; type=&quot;text/javascript&quot;></script> </li></ul><ul><li><meta name=&quot;keywords&quot; content=&quot;Nebraska Panhandle </li></ul><ul><li>western nebraska </li></ul><ul><li>Agriculture in western nebraska </li></ul><ul><li>agricultural research </li></ul><ul><li>agricultural research in western nebraska </li></ul><ul><li>University of Nebraska-Lincoln Extension </li></ul><ul><li>irrigation </li></ul><ul><li>dryland agriculture </li></ul><ul><li>cattle feeding </li></ul><ul><li>livestock research </li></ul><ul><li>crop research </li></ul><ul><li>wheat </li></ul><ul><li>sugarbeets </li></ul><ul><li>dry edible beans </li></ul><ul><li>&quot;> </li></ul><ul><li></head> </li></ul>
  11. 12. Google Webmaster Tools <ul><li>Google it for URL! </li></ul><ul><li>Provides detailed reports about your pages’ visibility on Google: Overview, diagnostics, statistics, links, sitemaps, tools </li></ul>
  12. 13. The bottom line <ul><li>Developing keywords is an essential part of increasing traffic to your site – whether you’re a retailer, or an Extension educator (who must submit an e-ARFA) </li></ul><ul><li>It should begin with those who develop the content. </li></ul><ul><li>It should be a collaborative effort between specialists/educators and web folks. </li></ul><ul><li>It should be an essential part of the end design of the web site/page. </li></ul>
  13. 14. Other Resources <ul><li>eXtension session on “Google Juice:” </li></ul><ul><ul><li>http://connect.extension.iastate.edu/p43155918/ </li></ul></ul><ul><li>About.com Web Site Optimization 101 Handbook: </li></ul><ul><ul><li>http://websearch.about.com/od/beginnersguidetoseo/Web_Site_Optimization_101_Handbook_Guide_To_Web_Site_Optimization.htm </li></ul></ul><ul><li>eXtension session on web site optimization: </li></ul><ul><ul><li>http://connect.extension.iastate.edu/p96471172/ </li></ul></ul><ul><li>Search Engine Optimization Chat: www.seochat.com </li></ul><ul><ul><li>(lots of free links to SEO tools) </li></ul></ul>