The key to distributing your site content comes with the importance of keywords and a simple acronym—SEO (search engine optimization)—ensuring that your site ranks highly across all search engines. But, let’s be honest with ourselves, we’ve all been confused by SEO at one point. In order to make the term, SEO, easier to understand, Jill Kocher (ecommerce expert at practicalecommerce) provides four visuals to describe the process by which a site’s content is crawled by search engines (i.e. the process by which Google, and others, decides whether your site is worthy of rank #3 or #541).
As a simple explanation, keyword prominence is most important. Your site, regardless of how visually stunning it might be, needs to include highly relevant phrases (the phrases that are most searched by your preferred customers/audience) in highly relevant places like the “title tag” or “meta description.” “Using a keyword phrase at the beginning of the title tag is more prominent to search engines than using it at the end of the body copy, which in turn is more prominent than using the keyword in an image’s alternative attribute.”
To read (and see) more, visit Jill Kocher’s blog post, 4 Simple Visuals to Explain SEO.
-Christopher Lin, Lexity
Regarding the distribution of your site’s content, keyword prominence is the most important. As profuse as SEO discussions are (one search in Google leads to 923 million results), Jill Kocher fine-tunes our understanding regarding how to achieve the best SEO-related results. Specificity is everything.
“A site attempting to drive sales on the phrase “red roses” will not rank as well if it uses the phrase “roses red” across its pages.“ Simple enough. Perhaps you even already knew that. And yet, the simple fact is often overlooked and most anyone can (and does) fall into the trap. Consider the following dilemma posed by Kocher herself.
Courtesy of practicalecommerce.com
“A florist’s ecommerce site would be able to target many more searchers by using the exact phrase “red roses” in the title tags, headings and navigation for the site. The florist sets up a category for the flower type “roses” with subcategories for color, including red, to achieve this. But the ecommerce platform’s default title tag, heading and navigation formulas place category first and subcategory second like this: “Roses – Red.” As a result, the florist’s page meant to target the 8,100 searches that “red roses” drives is actually targeting “roses red” and its paltry 110 searches a month.”
The site structure design, posting categories first and subcategories second, can greatly affect how the website itself is sourced, and thus ranked (hence its impact on search engine optimization). Search engines largely rely on “exact matches,” and thus should figure prominently into any SEO objective.
As simple as it might sound, Jill Kocher breaks down the process of utilizing keyword prominence even more in her article, SEO Keywords: Red Roses vs. Roses Red. Check it out!
-Christopher Lin, lexity