The second week of the New Year is almost drawing to a close and for the most part my time has been spent correcting some earlier mistakes to do with a keyword analysis exercise.

Over the last week I have developed a bond of sorts with the Google Adwords tool and any uncertainty as to how to use the service the right way has completely been removed from my system.

The only thing I can say about keyword analysis is get it right the first time! Before using Google Adwords, make sure that you have a complete list of the words and phrases that relate to what your website is, what you would classify your company and its products/services as being, and also variations of the names of your products and services. And make sure to include variations: e.g. running shoes, running footwear, runners, jogging shoes, sneakers etc. Overall, put yourself in the shoes (sorry, they’re now on my mind) of a regular person searching the web. They may not necessarily search the terms that you would particularly use to describe what you are and what you offer but their search terms are what matters. Now, if only I took my own advice a little sooner I would have avoided the mistake of adding the wrong keywords and thinking they applied to a client’s site!

Web Titles & Descriptions

Overall, we needed to use the keywords from each individual web page on a client’s new  site, analyse their popularity with a search engine and try to utilize the most popular and relevant phrases for the web titles and web descriptions of each page. So, if a page was to do with a range of bicycles from a company based in Dublin for example, a likely title and description to include for appearing in search results would be:

Title: Bikes, Bicycles, Mountain bikes, Adult Bikes, Bike Parts, Ireland

Description: WeSellBikes are a bicycles retailer in Dublin, Ireland that offers a range of low cost bikes like adult bikes & mountain bikes and accessories like bike parts.

If you do not already have keyword driven content on your web pages, it might help to take a few simple steps mentioned in past blog posts to gather a complete SEO strategy Also, search engines like Google have a character limit of approximately 70 characters for page titles and 160 characters for page descriptions, therefore it is hugely important that you condense your meta data to its most compact and most effective size. Also, remember to prioritise the keywords in your web title, with the most popular and relevant terms at the beginning because there’s no point in having these terms at the end of the title and instead giving more importance to the more peripheral or unpopular words.

Remember, keep it condensed, relevant and searchable and get it right the first time. Otherwise you’ll have to write a blog post about it just so that you don’t forget!

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