So now that you've got your keywords, we're ready to start making some changes. These keywords (or phrases) are your target words that you want to be found on when people search in search engines. So we want to make sure that they are used appropriately on your site, and there is a consistency in how they appear. However this still needs to be reasonable usage, just dumping a bunch of words on your site that don't really make sense or fit in can lead to problems, so let's do it carefully. (If none of this is making sense to you, try going back and reading SEO I, II and III for some background).

My keywords
For my site (www.joeslondontaxis.com) I've chosen a set of keywords which are:

"Joes London Taxis, London Taxi, West London Taxi, Hammersmith Taxi, London minicab, West London minicab, London airport minicab, London airport taxi, London Taxis, West London Taxis, Hammersmith Taxis, London minicab, West London minicab, London airport minicab, London airport taxis"

This is the general set that I've chosen and appropriate for the different markets I am interesting in, e.g. mostly in West London, and including airport services. I will further tailor them to each of my pages to make sure they are better matched.

For example on my 'taxi bookings' page (www.joeslondontaxis.com/taxibookings) I will use:

"book a london taxi, london taxi booking, west london taxi, book a minicab, london minicab booking, Joes London Taxis, London Taxi, West London Taxi, Hammersmith Taxi, London minicab, West London minicab"

This contains some overlap with my site keywords, but also more specific words/phrases to do with my bookings page. Using these two pages as an example I can now start to put the keywords onto the pages such that they are usefully picked up by search engines. If you remember from the first article, we had 8 different areas to optimise, I'll go through each of these in turn. This Article deals with points 1 - 4.

1 Your URL (or address) of your page
This can be the URL of your site, or indeed the URL of a particular page. In my example www.joeslondontaxis.com for the site, or www.joeslondontaxis.com/taxibooking for the page.

This URL should be relevant to the contents of the page, and use (if appropriate) some of your keywords. For example, my company 'Joe's London Taxis' is my domain name, and my bookings page, is named taxibookings (not page1.htm). If you have a brand name that isn't specific to your product, e.g. moonfruit, don't worry about that, just make sure it's one of your keywords, as it may be something people search for.

2 Your page title in the HTML, e.g. "London taxi company", or "London taxi bookings page"
3 Your Keywords metadata in the HTML, e.g. "London taxis, London taxi, Joes taxis, West London taxi, etc."
4 Your Description metadata in the HTML, e.g. "London taxi company provides taxi services..."

The 'Title' tag in the HTML is the name you see in the top of the browser bar when you visit the page. The Keywords metadata is also hidden in the HTML and gives the search engine an idea of what you site is about based on particular words and phrases. The Descriptions metadata is again hidden in the HTML and is a short text summary of your site.

All three are important to get right and consistent as they are used by search engines, though always in context of the rest of your contents. In SiteMaker there are a couple of ways of setting these things, we let you set a default for all pages (useful if you have hundreds), but also set these things for individual pages.

If you go to 'edit' -> 'admin' -> 'site information' you'll see the 'site title', 'site description' and 'site keywords' fields. This will be the default values in the HTML for all of your pages, unless there they are set in the individual pages settings themselves.

If you go to 'edit' -> 'page settings' -> 'meta tags' you will see the 'page title', 'page description' and 'page keywords' fields which set these values in the HTML for that particular page.

For my site I have chosen to set the default keywords to:

Keywords - "Joes London Taxis, London Taxi, West London Taxi, Hammersmith Taxi, London minicab, West London minicab, London airport minicab, London airport taxi, London Taxis, West London Taxis, Hammersmith Taxis, London minicab, West London minicab, London airport minicab, London airport taxis"

Description - "Joes London Taxis provides Taxi Services to all Central and West London areas. If you want a West London Taxi, call us on 0870 23 34 xx"

These will appear for every page I create unless I set a different set for that page using the 'Page Settings' panel. For my Taxi Bookings page, I have decided to create a different set and changed these to be,

Title - "Taxi booking page - book a london taxi"

Keywords - "book a london taxi, london taxi booking, west london taxi, book a minicab, london minicab booking, Joes London Taxis, London Taxi, West London Taxi, Hammersmith Taxi, London minicab, West London minicab"

Description - "Use this page to book a west london taxi with joes london taxis. Book by phone or by email."

You should be able to see how you can make some adjustments to the keywords/description to be more specific to the actual page you are on, without having to change them all.

Ok, that's enough for now. The next article will deal with points 5 - 8 and round things off. Good luck, and let me know if you have any questions.

Next Article in Series: SiteMaker and Search Engine Optimisation (SEO) - Part V