UNL Extension 2.0 Presentation on keywords

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Identifying Keywords in Your Web Site

Extension 2.0Extension 2.0

November 2008November 2008

Dave Ostdiek, PRECDave Ostdiek, PREC

University of NebraskaUniversity of Nebraska––LincolnLincoln

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What is a Keyword?• Wikipedia: The term keyword in reference to Search Wikipedia: The term keyword in reference to Search

Engine Marketing (SEM) usually refers to a word or Engine Marketing (SEM) usually refers to a word or keyword phrase (combination of words, such as keyword phrase (combination of words, such as 'Chicago Courier Service') used to find relevant and 'Chicago Courier Service') used to find relevant and useful web pages.useful web pages.

• Keyword selection is part of the process of search Keyword selection is part of the process of search engine optimization, which also includes content, engine optimization, which also includes content, simple site design, well-written meta tags and page simple site design, well-written meta tags and page titlestitles


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Why Are Keywords Important?

Most visitors to web sites get there by searching.Most visitors to web sites get there by searching. Searches are performed using keywords.Searches are performed using keywords. Goal: To appear on the first page of Google search Goal: To appear on the first page of Google search

results listresults list Because so many people come to web pages via Because so many people come to web pages via

Google searches, think of each page as its own web Google searches, think of each page as its own web site.site.


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Choosing keywords (about.com)

Who is your target audience, and what is the primary Who is your target audience, and what is the primary focus of your web site?focus of your web site?

Write a list of words and phrases you think people Write a list of words and phrases you think people might use to search (brainstorm; include everything might use to search (brainstorm; include everything you can think of)you can think of)

Each page should have one to three related keyword Each page should have one to three related keyword phrases specific to that page.phrases specific to that page.


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Selecting a good keywordGoogle AdWords Keyword Tool:Google AdWords Keyword Tool:

• https://adwords.google.com/select/KeywordToolExternal

Wordtracker keywords:Wordtracker keywords:

• http://freekeywords.wordtracker.com/http://freekeywords.wordtracker.com/

Google webmaster tools (a more general tool for Google webmaster tools (a more general tool for optimizing a web site for Google searches)optimizing a web site for Google searches)


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Google AdWords Keyword Tool

adwords.google.com/select/KeywordToolExternaladwords.google.com/select/KeywordToolExternal Suggests new keyword ideasSuggests new keyword ideas First option: descriptive words or phrasesFirst option: descriptive words or phrases

Generates advertiser competition(# of advertiser Generates advertiser competition(# of advertiser worldwide bidding on each keyword relative to all worldwide bidding on each keyword relative to all keywords across Google; shaded bar represents keywords across Google; shaded bar represents low- to high quantitative guide), approx search low- to high quantitative guide), approx search value for previous month, and approx average value for previous month, and approx average search volume. Also suggests additional search volume. Also suggests additional keywords to consider, sorted by relevance, with keywords to consider, sorted by relevance, with same informationsame information


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Google AdWords Keyword Tool

Second option: website content. You type the URL of Second option: website content. You type the URL of your web siteyour web site Search generates list of keywords grouped Search generates list of keywords grouped

according to item. For example, for according to item. For example, for wheatbook.unl.edu, the list included wheat penny, wheatbook.unl.edu, the list included wheat penny, wheat ridge, of wheat, wheat cent, whole wheat, wheat ridge, of wheat, wheat cent, whole wheat, and wheat. Each term has same info (advertiser and wheat. Each term has same info (advertiser interest, number of searches). So it’s not intuitive, interest, number of searches). So it’s not intuitive, but then neither are search bots.but then neither are search bots.


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WordTracker free keyword suggestion tool You type a keyword and it lists the top searches for You type a keyword and it lists the top searches for

related phrases. “Wheat production” yielded a list of related phrases. “Wheat production” yielded a list of 11 terms, ranging from the most searches (44 for 11 terms, ranging from the most searches (44 for wheat production in the USA) to several tied for two wheat production in the USA) to several tied for two searches each. My phrase, “wheat production,” was searches each. My phrase, “wheat production,” was second on the list with 7 searches.second on the list with 7 searches.


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Got your keyword? Here’s where you can put it!Including Keywords in Your Site Content and Source Code (about.com):Including Keywords in Your Site Content and Source Code (about.com):• http://websearch.about.com/od/keywordsandphrase1/a/keywordscontent.htmhttp://websearch.about.com/od/keywordsandphrase1/a/keywordscontent.htm• Page title (blue bar across the top). Page title (blue bar across the top). Titles should be meaningful (not catchy; that’s Titles should be meaningful (not catchy; that’s

meaningless to a search engine), long enough to convey keywords, and should avoid meaningless to a search engine), long enough to convey keywords, and should avoid hierarchical designations, such as chapter 2. These are meaningless to search engines hierarchical designations, such as chapter 2. These are meaningless to search engines too. Remember, each page should stand-alone (but still have links).too. Remember, each page should stand-alone (but still have links).

• Document text: Document text: Repeat title keywords in first sentence, first paragraph. Also make sure Repeat title keywords in first sentence, first paragraph. Also make sure your content resides just in one place. Also use related terms, other terms that people your content resides just in one place. Also use related terms, other terms that people might search for. Avoid keyword spamming. Search engines are wise to this. This is the might search for. Avoid keyword spamming. Search engines are wise to this. This is the old way to “game” search engines.old way to “game” search engines.

• Headlines, subheadingsHeadlines, subheadings• Meta titleMeta title• Within links (anchor phrases) Within links (anchor phrases) Make sure anchor text uses keywords and describes the Make sure anchor text uses keywords and describes the

site you’re linking to. Avoid linking to pages that are too deep in the site navigation site you’re linking to. Avoid linking to pages that are too deep in the site navigation structure; think flat.structure; think flat.

• Images (alt tags)Images (alt tags)• What doesn’t matter:What doesn’t matter: Spelling, grammar, readability, visual emphasis (color, boldface, Spelling, grammar, readability, visual emphasis (color, boldface,

etc.), long documents, number of documents in your site, rate of change, site mapsetc.), long documents, number of documents in your site, rate of change, site maps


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Keywords in PREC home page:<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01 Transitional//EN"><!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01 Transitional//EN">

<html><html>

<head><head>

<title>UNL Panhandle Research & Extension Center</title><title>UNL Panhandle Research & Extension Center</title>

<meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1"><meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1">

<script src="Scripts/AC_RunActiveContent.js" type="text/javascript"></script><script src="Scripts/AC_RunActiveContent.js" type="text/javascript"></script>

<meta name="keywords" content="Nebraska Panhandle<meta name="keywords" content="Nebraska Panhandle

western nebraskawestern nebraska

Agriculture in western nebraskaAgriculture in western nebraska

agricultural researchagricultural research

agricultural research in western nebraskaagricultural research in western nebraska

University of Nebraska-Lincoln ExtensionUniversity of Nebraska-Lincoln Extension

irrigationirrigation

dryland agriculturedryland agriculture

cattle feedingcattle feeding

livestock researchlivestock research

crop researchcrop research

wheatwheat

sugarbeetssugarbeets

dry edible beansdry edible beans

">">

</head></head>


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Google Webmaster Tools

Google it for URL!Google it for URL! Provides detailed reports about your pages’ visibility Provides detailed reports about your pages’ visibility

on Google: Overview, diagnostics, statistics, links, on Google: Overview, diagnostics, statistics, links, sitemaps, toolssitemaps, tools


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The bottom line

Developing keywords is an essential part of Developing keywords is an essential part of increasing traffic to your site – whether you’re a increasing traffic to your site – whether you’re a retailer, or an Extension educator (who must submit retailer, or an Extension educator (who must submit an e-ARFA)an e-ARFA)

It should begin with those who develop the content.It should begin with those who develop the content. It should be a collaborative effort between It should be a collaborative effort between

specialists/educators and web folks.specialists/educators and web folks. It should be an essential part of the end design of It should be an essential part of the end design of

the web site/page.the web site/page.


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Other Resources

eXtension session on “Google Juice:”eXtension session on “Google Juice:”

http://connect.extension.iastate.edu/p43155918/http://connect.extension.iastate.edu/p43155918/ About.com Web Site Optimization 101 Handbook:About.com Web Site Optimization 101 Handbook:

http://websearch.about.com/od/beginnersguidetoseo/http://websearch.about.com/od/beginnersguidetoseo/Web_Site_Optimization_101_Handbook_Guide_To_Web_Site_Optimization.htmWeb_Site_Optimization_101_Handbook_Guide_To_Web_Site_Optimization.htm

eXtension session on web site optimization:eXtension session on web site optimization:

http://connect.extension.iastate.edu/p96471172/http://connect.extension.iastate.edu/p96471172/

Search Engine Optimization Chat: www.seochat.comSearch Engine Optimization Chat: www.seochat.com

(lots of free links to SEO tools) (lots of free links to SEO tools)

Education

UNL Extension 2.0 Presentation on keywords