SEO, Google, Bing or AI website optimising & social media

what is a keyword?

Not to be confused with commercial pay-per-click products of the same name, the term 'keyword' in this context refers to any word or phrase in your site that may be entered as a search query by potential customers.   As a rule of thumb, the better the match, the higher your page will appear in SERPs (Search Engine Results Pages ).

Google, Yahoo and Bing take their keywords from the visible text on your site, the headers, and all of the website's hidden  (or 'meta' )  content.

avoid jargon!

Although some industry terms and technical descriptions may be second nature to you, a potential customer won't necessarily be as steeped in the terminology, and so is unlikely to search for them.

If you sell beds for example, don't waste valuable keywords on terms such as 'open coil Bonnell spring', 'Marshall coil' or 'Gel hybrid'. . .  when the vast majority of the public will simply use;  'mattress', 'cheap mattress' or perhaps, in these enlightened days, 'memory foam mattress'.

keyword dilution

Following on from the previous point, the simple mathematical truth is that the greater the number of different keywords you try to stuff into any given page of a website, the less effective each one will become.   This is another advantage of registering each page independently with Google, as if it were a website in its own right. . .  each can then carry key phrases that are limited to, and support, the subject of that page.

word order

Google is likely to afford a higher average position in SERPs when a search query also matches the word order of a phrase in your site.   An example;  people living in, say, Milford Haven, are nine times more likely to search for 'gardener Milford Haven' rather than 'Milford Haven gardener'.   Think about how you apply such geographical filters when you use a search engine!

meta content

Meta data is information about information.   On a desktop or laptop computer, roll your mouse over any link on this page and you will see text appear.   This is an anchor 'title tag', just one of the many elements of meta information embedded in the page. . .  invisible to users, but readable by search engines.

To make Google even happier, try the same link on another page and you'll see that its title tag is worded differently.   Every website I design is hand written and includes hundreds of meta elements that feed hungry search engines, both traditional and AI, to get you noticed.

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Search engines have traditionally matched the character strings of queries entered by users with words showing in the readable (and meta ) content of a website.

AI, however, [appears to] 'comprehend' the text of a site and compiles its results based on the 'meaning' of that content.

This is a gross over-simplification, but essentially means that the words and phrases likely to be used as search queries must be presented in context. . .  which may require existing copy editing to afford greater import.

As a consequence, all new site builds are copywritten with AI compatibility 'built in'.

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Both on-line and print publications have a voracious appetite for content, way beyond their publishers' capacity to satisfy in-house.

As a result;  many blogs, forums, industry journals and magazines are happy to publish articles submitted by a third party contributor. . .  so long as they are interesting, apposite, and not overtly 'selly'.   They will, however, usually include linked 'by-lines' or reference to source.

Such inward links, by virtue of their associated content, are enormously beneficial to your website's search engine visibility. . .  and, by inference, your website's credibility!

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The analytical information collected via Google or Bing  (to which you also have full access )  shows, for example, the most common search queries resulting in a visit to your site.   It will also reveal keywords and phrases that would benefit the search performance of your website, were they to be given greater emphasis.

Using these data, I will regularly edit your website's content to enhance the effectiveness of its SEO. . .  and suggest improvements that you can make to third party referral sources  (see the Social Media page for more information ).

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