Website Title
The web crawler’s first introduction to your identity. Make it good!
The title of a website should be the first item in the head section of your source code and accurately state the purpose and represent the content of the website’s pages. The title should then be followed by text rich in keywords that you use in your body copy that give more substance to the title. For example: Tom Smith owns a shoe store.
The store’s name is Smith Shoes. Tom wants to use that for his website title.
Following our own advice, we expand that to Smith Shoes – All Types from Sneakers to Dress Shoes to Work Boots. Or something similar in nature. But using this example, we must be sure that keywords like Types, Sneakers, Dress Shoes, Work Boots all show up in various places in the body of text on the opening page. We describe the title then, as being rich in keyword content.
Your title tag is placed at the top of your source code and would then look something like this:
<html>
<head>
<title>Smith Shoes - All Types from Sneakers to Dress Shoes to Work Boots</title>
Website Description Not only describing the site, but assisting bots with rich keywords for successful searches.
The Site Description is the next item in your source code listing. It is believed that GoogleBot gives a higher measure of importance to what it perceives first. The same rules apply for the description as it did for the title. You would want to expand the description with rich key phrases also found in abundance in the body text. So again we say, Smith Shoes the store for hard to fit feet. We carry many styles and colors in all sizes that are sure to fit your feet well. Or something in this nature that would describe what you can and will do.
Your source code will now look like this:
<html>
<head>
<title>Smith Shoes - All Types from Sneakers to Dress Shoes to Work Boots</title>
<meta name="description" content="smith shoes the store for hard to fit feet - we carry many styles and colors in all sizes that are sure to fit your feet well">
<meta name="keywords" content="....
Another issue is how you write the text and at what level of understanding is your audience supposed to have. Good newspaper journalism says to write as if your audience is at a 7th grade level. Do not use many esoteric words that confound a viewers perception. This last sentence is a good example of what not to do. Keep it simple.
Keywords and Key Phrases
These play an important part in relaying information to a web crawler.
Keywords and Key Phrases carry the same type of content and we will lump them together in our SEO description. Both of these items appear in “meta tags” like the description tag listed below the title tag. All these tags in the head section of your source code are invisible to the general public but is very descriptive to the web crawlers searching your site. In HTML (Hyper Text Markup Language) code the first thing that shows on your screen is what is inside the “body” tag.
Your keywords should reflect the one or two word combinations that you feel people would use as a search item looking for the product you have available and shown on your website. Keywords are shown in your source code like this:
<meta name="keywords" content="shoes, boots, shoe sizes, shoe colors, work boots, etc..">
Key phrases usually contain a complete phrase of words describing a type of element of the body text. Key Phrases look like this:
<meta name=”key phrases” content=”shoes for hard to fit feet, shoe sizes from 5 to 13 and widths to EE, etc..”>
Some people write a bunch of relevant keywords and then try and compose the body copy text using as many as possible. I personally believe you should write your text, first, saying what you want to tell your target audience. This way, your text should flow well and get your message across easily. If done properly, you will have enough rich keywords and key phrases to conduct good searches.
I don’t believe it is necessary to separate keywords and key phrases, but some Search Engines may wish to see them as separate items. And after all, it’s only one more line of code.
Body Text – Copywriting
The art of composing text that will give a clear and concise understanding of your products.
Text on your home page plays a very important part in holding the interest of your site visitors. The structure of sentences should be geared towards the visitor, not yourself. Try not to use words like I, me, mine, etc. ‘You’ and ‘yours’ are good attention-getting words. More text means higher page ranking from Search Engines.
Bullets are another tool that play a very important part in design content. Copywriters don’t always realize this. Bullets (Orange Bullet) attract attention and if the bullet ‘points’ are brief, they’ll make excellent Meta Tag Key Phrases.
Another great word that viewers like is FREE . Highlight the word so it draws attention to itself. That word says, “No obligation! Read some more!” Give away something that will be of value to the reader. Trust me. You won’t go broke doing this. If you mention that the free item changes periodically, there is an incentive for the viewer to return. Repeated visits generate customers. Try offering something that is of value, but not related to the items you are trying to sell. A free bonus item of some worth is invaluable as a sales tool.
Be brief. It is important that statements can be read without having to scan several lines. Too much copy says, “Time to go somewhere else” but remember that descriptive phrases are what Search Engines show when your Website is displayed on their page. This may sound like a Catch-22, but make your statements as descriptive and as brief as possible.
The level of language used should apply to the audience you are trying to capture. Let a seventh grade reader understand what you are saying.
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