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Internet Home Business course that will help and guide
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STARTING YOUR FIRST
WEB PROJECT, PART 5
WHAT YOU WILL LEARN
In this lesson, you will learn the final
steps of completing keywords and creating the metatags
for all the sections of a Website.
BRINGING IT ALL
At this point, we have followed Donna
through the process of making a preliminary assessment
of the viability of her recipe Website, planning and
designing her site, creating raw content, and generating
her keywords and key phrases.
Donna will now arrive at the final set of keywords for
the various sections of her site by comparing the
keywords and key phrases she has come up with actual
search engine statistics. As she does so, she will lay
out the folder structure of her site on the server and
create the framework of each page by typing in the
title, description, and keywords metatags, as well as a
comment containing her keywords at the top of the body
section of each page.
You may recall that not all search engines read keyword
metatags. In fact, the two most important search engines
ignore them. Why then do we go to all this trouble to
create keywords? The answer is that we include our
keywords not only in the keyword metatag but also in the
title, the description, the comment, and, most
importantly, the actual content of each page. The
keyword metatag is quite useful as a handy notation to
yourself in each page of what the important words are
for that page. You should refer to them often as you
compose the content of each page. Plus, of course, many
important search engines do read the keywords metatag.
Donnaís design called for several sections to be created
for her Website. One type of division she planned is to
create a breakfast section, a lunch section, and a
supper section. (In the southern United States, the
midday meal was traditionally referred to as "dinner"
and the evening meal as "supper." Since people from
other areas of the country, and a lot of people in the
South now, refer to the evening meal as "dinner," that
word is somewhat ambiguous in the context of a Southern
recipe site. Thus, Donna has decided to use "lunch" to
refer to the midday meal and "supper" as the evening
meal to avoid that possible confusion.)
Another way to divide up Donnaís recipe site is to have
separate sections for different types of entrees. That
is, a separate section each for beef, pork, poultry,
seafood, and so on. Donna has also decided to have a
separate section devoted to low-fat, health-conscious
recipes. There will be more sections to her site (for
example, a section on shopping for, or even growing,
various ingredients) as Donna's site evolves. That said,
the above breakdown is sufficient for the basic layout
of the site for now.
The main page (or home page) of the site will be a
welcome area and a directory to the site with links to
the various sections.
A KEYWORD STRATEGY FOR
EACH SECTION OF YOUR SITE
While many of the same keywords and
key phrases will be used on all pages, some keywords
apply only to certain sections. Also, the order of the
keywords should be different on each section, to
emphasize the specific subject matter of each section.
An obvious example is that the "breakfast" keyword
should have a prominent place in the breakfast section
of Donnaís site, but less emphasis on the main page and
really should not appear in the lunch and supper
SETTING UP YOUR SITE
LAYOUT ON THE SERVER
Donna is now ready to begin actually
putting up her site. Her hosting company has given her
an FTP account that allows her access into her directory
(folder) on the server using a username and password.
The first thing she will need to do is create her
subdirectory (subfolder) structure to match the sections
she plans to have on her site. Using her FTP software,
Donna accesses her directory and clicks on the "Make
Directory" button on the server side of the software
interface. When prompted for a directory name, Donna
types "Breakfast." She then repeats this process,
creating subdirectories for lunch, supper, beef, pork,
poultry, and seafood. Donna also makes a subdirectory
named "images" that she will use to keep all her graphic
images and photos in one place. She creates another
directory named "video" to house the streaming video
The next step is for Donna to create a file named "default.htm"
or "index.htm" for the main directory and each
subdirectory. (Whether she names the files "default.htm,"
"default.html," "index.htm," or "index.html," etc.,
depends on how the Web server has been configured by her
hosting company. They will have given her this
information.) A Web server looks for a file with a
certain name, usually "default.htm," to open when the
URL points to a folder without including a file name.
Since there will be several files with the same name
(albeit in different directories), great care must be
used not to confuse, misplace, or overwrite the files
unintentionally. Always make sure you are in the correct
directory when uploading a default file! Also, always
make backups of your files before doing any FTP
transfers in case you do accidentally overwrite the
For each default file, Donna will type in the "Head"
section, which includes the metatags for title,
description, and keywords. Then she will insert the
"body" tag (which lets the Web browser know that the
content to be displayed is coming up). Just inside the
"body" section, Donna will insert a comment, also
containing her keywords. Although in the "body" section,
this comment will not be displayed by the Web browser,
but may be read by search engines.
BUT FIRST, Donna has to finalize her keywords and their
order for each section of her site. She will start with
the home page (the main section).
CHECKING YOUR KEYWORDS
AND KEY PHRASES AGAINST TRAFFIC STATISTICS
Recall from Part 1 of this example
that Donna started out by going to the Overture "Search
Term Suggestion Tool" to see the amount of traffic she
can expect using her main keywords. Now, she will return
to the "Search Term Suggestion Tool" to test her
completed keyword lists for each section and to make
sure she is on the right track.
Donna goes to Overture.com and clicks on the "Advertiser
Center." At the top of the resulting page, she clicks on
"Tools." Then she clicks on the "Term Suggestion Tool."
In the form box that comes up, Donna begins typing in
her keywords and key phrases to see how many people
searched with those terms last month on Overture.
Recall from the last lesson that Donna came up with
"Dixieland" as a synonym for "South" and "victuals" as a
synonym for "food." Thus, when looking for possible key
phrases by laying out her index cards in various orders,
one of the possibilities was "Dixieland victuals."
Checking this phrase on the Search Term Suggestion Tool
reveals, however, that nobody searched for that phrase
last month (as you would expect). Thus, Donna can
discard this phrase. But, should she discard both words
also? Perhaps not. When she inputs the words separately,
she finds that 1490 people searched for "Dixieland" and
61 people search for "victuals" last month. Itís just
that no one combined those particular two words in a
Recall that Donna had "divorced" and "parent" as words
in her keyword list. When she tried to find synonyms for
"divorce," she came up with "separated" and
"dissolution." Somehow, Donna overlooked the phrase
"single parent." It comes to her, however, when she is
testing the phrase "divorced parent" on the Search Term
Suggestion Tool. And, itís a good thing that it did come
to her because she finds that 10,578 people searched
with the phrase "single parent,"
while only 474 search with the phrase "divorced parent."
Thus, she now knows that "single parent" is a much more
powerful search phrase than "divorced parent."
Continuing in this fashion, Donna searches every word in
her keyword list and a large number of the phrases that
result from combining the keywords in various orders.
Doing this, she determines the traffic she could expect
from each keyword and key phrase, based on the number of
times they were searched for during the past month. In
this way, she is able to finalize her keywords and key
phrases with some confidence.
Donna now begins typing in the "head" sections and
"comments" for the default pages for each
section of her site. Note again, that she puts the words
most relevant to a section in the beginning of the key
words list for that section, but includes them farther
down the list, if at all, in the other sections. Note
again that Donna will order her words to create the
largest number of key phrases with the least amount of
repetition of words. (You can refer to Lesson 11 of this
online course to see the proper form for the metatags
and the comment tag.)
Recall also that the "title" tag is not just a list of
your keywords, but is a meaningful phrase that
incorporates the most important of your keywords. Same
is true of the "description" metatag, only it can be
somewhat longer than the "title."
The process of generating keywords is
both creative and critical. You have to be creative
initially to come up with as many possible words as you
can. You start by analyzing your target market as we did
in Lesson 18. You then use that starter list to generate
many more potential keywords by reducing your starter
list to the root words and finding as many derivatives
and synonyms as you can for these words, as we did in
Lesson 19. Then, as Donna did using index cards for each
root word and laying them out in various orders, you
find as many key phrases as you can from these words.
You try to order your words so that each word can be a
part of at least two different phrases, due to its
relationship to the words before it and the words after
it, to create economy. Finally, you critically cull down
your list of keywords and key phrases by checking them
against actual search engine traffic statistics and
eliminating the ones that will draw little or no
traffic. You organize your Website into different
sections, and you are now ready to type in the title,
description, and keywords metatags, as well as the
comment tag, for each section of your site.
WHATíS COMING NEXT
In our next lesson, Donna will begin
typing in the actual content of her Web site. She will
carefully include links to her SFI gateways at strategic
points in her content.
by George Little
Copyright (year) Panhandle On-Line, Inc.
License granted to Carson Services, Inc. for
distribution to SFI affiliates. No part of this work may
be republished, redistributed, or sold without written
permission of the author.
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Course and other works and courses by George Little, see
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