One of the most important aspects of SEO is setting up your page meta titles and meta descriptions. Here are some questions to ask yourself before starting the keyword research. For this blog I am going to use a small direct mail firm as an example. Write down the answers and please do not skip this step. It will help you decide on which keywords to target.
- What is your area of expertise?
- What cities in your area do you want to target?
- What do you think people type into Google to find a direct mail company in your area?
After you have answered the above questions head over to the keyword tool in Google Adwords. Click on “search for keywords using a phrase, website or category”. Enter a list of keywords/phrases into the product or service field. Then select 2 cities from the targeting section and hit “Get ideas”. This will show you important information, including the search volume and how competitive the keywords are. Select the appropriate ones and head over to your SEO settings in your website control panel.
Depending on which web design platform you are using will determine where it’s located. It’s typically located in the settings portion of your site.
Keep in mind most search engines will only consider a maximum of 60 characters for the meta title and 160 characters for the meta description. However, recent case studies on SEO have shown the sweet spot for Google is 50 or less characters for the title, and 150 or less for the description. If your title and description are less than the maximum don’t worry about it, just try not to exceed the limit. Otherwise Google will cut your description short and you don’t want to lose out on valuable information your potential clients will see when displayed on Google.
The general rule of thumb is to target 2-3 profitable keywords. The first keyword is the main target keyword. For us, it would be “direct marketing agency”. It’s followed by another profitable keyword, “direct marketing company”. The last one is our brand name, “DME Delivers”. You don’t need to place three within in your title but try to use 2 keywords in your title if possible.
Try the template below for your website.
Recipe For Title: Your Competitive Keyword | Less Competitive Keyword… or you can use your Competitive Keyword | Brand Name.
Recipe For Meta Description: Your city + competitive keyword specializing in less competitive keyword, then blurb. Do not use your brand name in the meta description because it would be a waste for SEO purposes. An important note, make sure both your title and meta description accurately represent your business.