Keywords & Website Structure

Keyword Selection

Google Keyword Tool

Located in the google adwords portal, this tool can help to determine what might be strong or weak keywords.

Common Sense

You know what your clients/customers are looking for and how they found you.

Location Based Keywords

Pairing a town with a keyword is a good way to take a very broad keyword and to make it more specific to you.

Keyword Placement

Title Tags

Title tags are located outside of the browser window at the top of the screen. Website users typically don't notice them but google and the other search engines read these as one of the most important parts of the website. These can be loaded with keywords and should never be generic things like about or home.

Heading Tags

There are six different weights of title tags (heading 1 - heading 6). Traditionally these were used to determine the size of the heading but now they are used to determine what is the most important thing on the page for the search engines to record.

Alt Tags behind Images

The search engines can't determine what is in an image so it is important to place an alt tag on the image to describe what is there. Placing alt tags also makes your website friendly to those who are visually impaired and using screen readers to read the website.

Meta Keywords and Descriptions

This is code placed behind the scenes to tell google what a page is about. These were used heavily by search engines 10 years ago but are now a very minor part of the search algorithm. Meta keywords are comma separated keywords and the meta description is a short sentence describing what is on the page. This description typically shows on google underneath the name of your website.

Clear URL Names

Clean URLs are a good way to reinforce what is on the page. These should be no more than a few words long and should be descriptive and sometimes mimic the heading 1 tag.

Keyword Saturation

It is important that your most important keywords are included in the copy for the page, especially in the first 140 words.

Website Structure

Break Down Your Navigation Structure

The more pages a website has the more opportunity for Title Tags, Heading Tags, Alt Tags, Etc.

XML Sitemap

An XML sitemap can be submitted to the search engines and let them know about all of the pages that you have to make it easier to index them.

301 Redirects

When launching a new website or removing a page it is important that a redirect is created that points at a new relevant page. This helps to transfer some of the positive SEO onto the new page.