This is my second posting in an occasional arc that started with myWebsites: You've Only Got 3 Seconds IMedia column. That column showed up in all sorts of places, even Hungary (Honlap: csak 3 másodperce van). Quite a few readers wrote me for copies of the bibliography mentioned at the end of the article. I promised in last week's IMedia Column, Tips for Your Next Webster Redesign, that I'd write about one reader's suggestions. Naturally, it's taking the form of a bloc arc and will be in several posts. In case you read no further, my thanks to Jan Limpach of Cleveland search engine optimization firm Keyphrase-Marketing for emailing me some suggestions for improving the NextStage Evolution website. Jan is a Cleveland SEO specialist in Northeast Ohio.
The first set of Jan's suggestions were documented in Tips for Your Next Website Redesign and Bad Joseph! No Cake! (Part 1). Here we pick up with more of Jan's suggestions.
Jan also commented on our webpage HEAD information, something else I'm woefully inexperienced with. He wrote:
"A Model <head> might appear like this:
<html>
<head>
<title>5 to 7 words using Primary Keyphrase for page</title>
<meta name="description" content="144-250 characters long, using the Primary Keyphrase early in the first sentence">
<meta name="keywords" content="USE ONLY KEYWORDS that appear on the page, 125 characters +/-">
<meta name="robots" content="index,follow">
<!-- LINK ANY SCRIPTS EXTERNALLY HERE-->
</head>"
Again, thanks. I'm learning a lot here. I know we created that kind of information back in ... um ... 2001? I don't think we've looked at it since as most of our business comes from word of mouth and people actively seeking us out.
Okay, so what's a "Primary Keyprhase"? Well, darn, Wikipedia doesn't have an entry. One resource I found was Jeremy Maddock's Choosing Primary Keyphrases. Mr. Maddock writes: "That’s why your primary phrase should be something that people are likely to type into a search engine, and it should also be descriptive of your page’s content."
Okay, now I'm chuckling. Cosmic kharma is at work again. NextStage is finishing up a tool which determines how well what people type into a search engine matches what they then find on a landing page and how to make them match up.
But let's see....primary keyphrase and keywords...okay, I'll give this a try for our homepage...
Currently our title is "NextStage: Predictive Intelligence, Persuasion Engineering, Interactive Analytics and Behavioral Metrics". Let's change that to "NextStage Evolution: We Predict Outcomes"
Description...hmm...How about...hmm...I'll have to put some thought into this one...
More from Jan to follow.
I'll be speaking at the San Francisco April '07 Emetrics Summit on something I do know a little about, Quantifying and Optimizing the Human Side of Online Marketing, (not SEO work, thank goodness!) on May 7, 2007. Come on by and say hello.
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