Helping search engines to determine the relevance of your site
By structuring your keyword phrases into different levels you are helping
explain to search engines the precise relevance of your site. The means search
engines are more likely to understand the meaning of your site and they will be
more confident that your website is an authority on a particular topic.
You should have a separate keyword phrase for your home page, your category
pages, and your individual pages within. For your home page you can afford to
choose a keyword phrase that is searched more often, and which will generate
more traffic to your site; category pages less so and individual pages even less so.
As a rule of thumb I tend to focus on a two-word keyword phrase for my home
page, three-word keyword phrases for my category phrases and four-word
keyword phrases for my individual pages.
Figure 1.1 Google External Keyword Tool
Google External Keyword Tool
Determining subject areas to cover on your website
One of the first areas you should address with your website is to determine your
main category subject areas. A category represents subsections on your website
which help search engines and visitors to determine the contents of that
particular subsection of your website. I suggest having approximately 10 to 30
main categories within your site with different keyword phrases associated with
each of them.
For example, if your keyword phrase on your home page is golf lessons, you
may wish your category keyword phrases to include london golf lessons,
cheap golf lessons and golf driving schools. Your category keyword phrases
neednt contain exactly the same words as your home page keyword phrase, but
they should be topic related and more specific.
Researching keyword phrase categories
There are different ways of researching categories for your site and there are a
number of resources you can use to help determine the most appropriate
categories.
First of all, you should go to competitors websites and have a look to see how
they are structuring their websites, taking note of any categories they have on
their sites.
Secondly, you can use what is called the Google External Keyword Tool (Figure
1.1). This tool offers you suggestions and ideas for other keyword phrases
associated to a smaller word or phrase that you type into it. This tool can be
used for both website category ideas and keyword research.
Another available tool is KwMap - this gives you ideas based on what people
type into search engines. It maps words closely related to, but not the same as,
the search term. It provides a similar function to a thesaurus which is another
option for researching different categories.
The best way of understanding how KwMap can help you brainstorm new
website categories and keyword phrases is to have a play with the service.
Taking the guesswork out of determining keyword phrases
Having determined your categories you should then research the keyword
phrases that people use to find the kind of product or service you offer. There
are tools available for researching your keyword phrases. These will give you an
understanding of the levels of phrases that people type into search engines. The
main keyword research tool I recommend is called Wordtracker.By structuring your keyword phrases into different levels you are helping
explain to search engines the precise relevance of your site. The means search
engines are more likely to understand the meaning of your site and they will be
more confident that your website is an authority on a particular topic.
You should have a separate keyword phrase for your home page, your category
pages, and your individual pages within. For your home page you can afford to
choose a keyword phrase that is searched more often, and which will generate
more traffic to your site; category pages less so and individual pages even less so.
As a rule of thumb I tend to focus on a two-word keyword phrase for my home
page, three-word keyword phrases for my category phrases and four-word
keyword phrases for my individual pages.
Figure 1.1 Google External Keyword Tool
Google External Keyword Tool
Determining subject areas to cover on your website
One of the first areas you should address with your website is to determine your
main category subject areas. A category represents subsections on your website
which help search engines and visitors to determine the contents of that
particular subsection of your website. I suggest having approximately 10 to 30
main categories within your site with different keyword phrases associated with
each of them.
For example, if your keyword phrase on your home page is golf lessons, you
may wish your category keyword phrases to include london golf lessons,
cheap golf lessons and golf driving schools. Your category keyword phrases
neednt contain exactly the same words as your home page keyword phrase, but
they should be topic related and more specific.
Researching keyword phrase categories
There are different ways of researching categories for your site and there are a
number of resources you can use to help determine the most appropriate
categories.
First of all, you should go to competitors websites and have a look to see how
they are structuring their websites, taking note of any categories they have on
their sites.
Secondly, you can use what is called the Google External Keyword Tool (Figure
1.1). This tool offers you suggestions and ideas for other keyword phrases
associated to a smaller word or phrase that you type into it. This tool can be
used for both website category ideas and keyword research.
Another available tool is KwMap - this gives you ideas based on what people
type into search engines. It maps words closely related to, but not the same as,
the search term. It provides a similar function to a thesaurus which is another
option for researching different categories.
The best way of understanding how KwMap can help you brainstorm new
website categories and keyword phrases is to have a play with the service.
Taking the guesswork out of determining keyword phrases
Having determined your categories you should then research the keyword
phrases that people use to find the kind of product or service you offer. There
are tools available for researching your keyword phrases. These will give you an
understanding of the levels of phrases that people type into search engines. The
main keyword research tool I recommend is called Wordtracker.
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