Keywords are words or phrases that are used by search engines to match your website with the terms people are searching for. Selecting high quality, relevant keywords for using on your website can help you rank on Google.
Illustration I: Imagine you’re craving a hamburger. You head to a restaurant, and see that the items on the menu are “Food” and “Meat in between bread.” Even if this restaurant served the best burger in town, you might leave without ordering anything. They’d lose your business — simply because the words they used weren’t the same words you had in mind.
To get your website to appear when people search for your product or service, the keywords you choose need to match the words or phrases that people use, or should be related to the content of the websites your customers visit.
Keyword selection also plays an important role in making money by Google Adsense. Selection of right keywords that not only help your website rank on Google, but also give you an opportunity to earn by Adsense, will be studied in depth in further sections of this guide.
Content strategy refers to the planning, development, and management of content on your
website. Content not only includes the words on the page but also the images and multimedia that are used. Ensuring that you have useful and usable content, that is well structured, and easily found is vital to improving the user experience of a website.
The goal of content strategy is to create meaningful, cohesive, engaging, and sustainable
content. Throughout her book, Content Strategy for the Web, Kristina Halvorson discusses in detail the benefits of and how to create your content strategy. It reiterates that your strategy helps you to identify what already exists, what should be created and, more importantly, whyit should be created.Content Lifecycle Producing compelling and sustainable content means that you need to understand and follow the content lifecycle. Erin Scime identifies that there are five stages in the lifecycle. In general, content life cycles include the following:
a. Audit and Analysis: Content stakeholder interviews, competitive analysis, objective
analysis and evaluation of the content environment (site, partner content, sister, parent
b. Strategy: Determine topical ownership areas, taxonomy, process/ workflow for content
production, sourcing plan, voice and brand definition
c. Plan: Staffing recommendations, content management system customization, metadata
plan, communications plan, migration plan
d. Create: Writing content, asset production, governance model, search engine optimization, quality assurance.
e. Maintain: Plan for periodic auditing, advise the client, determine targets for success