I will now look at keyword placement and how this impacts a website's position in search results.
My test website which I am building and optimizing for a client is http://buckinburrito.co.uk. This is a Mexican fast food restaurant located in Sheffield.
My search engine analysis will be done on http://google.co.uk and tested on Mozilla Firefox.
Initially after uploading the website to the server for the first time I linked the site to Google's Webmaster Tools and Analytics. Webmaster Tools enabled me to index the website on Google by submitting a sitemap. Analytics lets me track how often and where the website is visited.
The website started with very basic text and generic page titles. All the pages used the same title (Buckin' Burrito) and meta description (Quality Mexican Burrito Bar serving burritos, tacos, salads and more). There were no headings or body text.
I chose a set of keywords as a guide to my keyword optimization and tested on Google on 8/1/2014:
mexican food in sheffield - no listing
burrito bar sheffield - no listing
burrito sheffield - no listing
buckin' burrito - page 1, position 10*
* each page has ten websites listed.
I did some reading and found that the best places to put keywords into are in page title, headline, body text, URL, image alt attributes, internal/external links and meta description. See http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
For the home page I optimized as follows:
page titles to Mexican Burrito bar in Sheffield - Buckin' Burrito
meta description to Try our freshly made burritos, fajitas, tacos, burrito bowls, nachos, salads and much more.
heading 1 (h1) to Delicious & Healthy, it 'Mex' sense
heading 2 (h2) to The home of healthy fresh Mexican food
body text to:
<p>Welcome to our website. We are passionate about Mexican cuisine, especially when it's quick and offered at the best price.</p>
<p>Our mission is to provide fast food that not only tastes delicious but also keeps you healthy. All our food is freshly made using authentic Mexican ingredients.</p>
<p>Explore our <a href="menu.html">menu</a> to find out what types of food and drink we have on offer and read <a href="about-us.html">about us</a> to discover the story behind Buckin' Burrito.</p>
The URL was already including the keyword buckin' burrito and descriptive alt attributes were used for images.
I used slightly different page titles and meta descriptions for other pages on the website to avoid duplicating content on search engines.
I noticed the position in Google had changed on 12/1/2014 to the following:
mexican food in sheffield - no listing
burrito bar sheffield - page 2, position 6
burrito sheffield - page 4, position 3
buckin' burrito - page 2, position 3
I noticed that there had been a negative movement in search results for the search term buckin' burrito. This is due to the fact that the words buckin' burrito are at the end of the page title rather than at the start; it seems that the starting words of the page title are picked up as more relevant terms and rank higher in Google.
From this result I can see how important keyword placement is when done correctly. I could have fitted more keywords but this would have been picked up as spam and given a negative result in my test. I believe I have the right balance here and this first test has been a good start to my marketing campaign.
In the next artefact I will be looking at social media integration and again testing how this impacts search results.
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