Search Engine Content Relevancy And Keywords
Do you know if your website is optimized by page or based on the entire website? Over the past 20 years of the commercial Internet the process of how the search engines determine how relevant pages within our website are for a particular search has changed quite a bit.
For those that can remember programs like Archie and Veronica, you can appreciate that there were times searches would take hours. Since then the search engines send a spider to your website to learn what is on each page. This information is brought back to the search engine database and is used to display results to those seeking the information.
To take this discussion further, each search engines has its own algorithm that determines if a web page is relevant to a search request. The most important item you will notice in this discussion is about relevancy by each web page and therefore each web page address or URL. Since search engines do not like duplicate information within a website you have to consider how to optimize each page based on the information on that page. How you optimized your privacy statement web page has to be different from how you optimized your services web page.
Keywords are used by people seeking information to describe what they hope to find when using a search engine. Keyword searching is the most common form of text search on the Internet and the searcher uses their own experience and knowledge to determine what keyword or phrase they will type for their search. The good news is that over time, the search engines have tools that will let us know how people may be searching for information on a particular page of our website. Armed with this knowledge you can now make changes to your web pages.
The focus of our discussion relative to keywords and content relevancy is specifically about organic keyword ranking. We will not touch on paid sponsored search advertising that most know as pay-per-click (ppc). We will also focus our attention on key phrases instead of keywords. Keywords tend to be very broad, have a lot of competing web pages and make it difficult to get top rankings for searches. Key phrases are a much better Internet marketing strategy.
For search engine optimization (seo) by web page, keywords or phrases are defined as the exact phrases used by searchers to find their information. Unlike ppc, seo requires knowing the exact phrase because the page will rarely appear under similar keyword phrases.
As an example, if you had 100 keywords or phrases that you want people to find you under and your website only has 50 pages, you will have to consider building up to 50 more pages to your website.
Once you know how you are going to optimize each page of your website, you will have to consider both technical changes to the HTML code as well as visible changes to the text on that page. In addition to this, consider that the entry point to your website may no longer be your home page. For this reason you will need to consider a call-to-action on each page of your website or re-visit your website flow in order to convert the visitor to your home page.
It is difficult to explain all the various details of per page optimization (ppo), however, the minimum would be the title, meta description and visible text copy. Some of these changes you may be able to accomplish using a content management system (cms) or reach out to your Internet marketer. Your web designer may not be the best source for this as their mandate is to create a visibly appealing website, not necessarily to focus on the technical coding of the website.
One additional point to make is that search engine optimization of your web pages is only one factor in the overall search engine ranking process. Many other factors play a role that include but are not limited to links from the outside to pages within your website.
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