Define keywords

Keywords are words or short sentences which are entered into the html pages to provide a short description of their contents. Their scope is improving the page ranking in search engines, grab the attention of the audience and invite visitors to click.

Keywords and SEO

In SevenDaysWeb you can define keywords for each single content, using the administration interface. The publishing system will automatically transfer them to the related html page at the right moment.


Keywords definition is an important task for SEO: relevant keywords improve the ranking of contents in search engines.

The following suggestions are not intended to provide a comprehensive response to an issue that is in constant evolution, but rather to make you focus on an important aspect of publication, which should be taken into account.

First, you have to ask yourself whether the keyword is relevant with respect to the content offered:
The keywords you choose are those that potential customers use to search for the products or services that you are offering?
Users who find the site through this term in the text will have a coherent answer to their questions?
Can resulting traffic generate a return in terms of image or even money?
If the answer to these questions is "Yes", then the chosen keywords are appropriate!

Keywords, as we said above, can be single words or short phrases. For a sports shoe store, for example, Google suggests "sneakers for men," or "tennis shoes for men" and, subsequently, we could also think of "Women's tennis shoes", etc. .. . (The suggested n. of keywords ranges from 5 to 20). In addition, Google says: "Add to your keyword list by entering the names of your brand and products."

But what is the reasoning behind the suggestion of a more complex sentence than, for example, the single word "shoes"?
The more general the keywords, the more extensive the response of the search engine in terms of results produced. If the word is too general, your page may never appear in the SERP !

Keywords in advertising

So far we kept to the normal editing activity for each single content. Now, let's see what the use of keywords means in marketing and sales:

  • Try to look for the keyword in the main search engines. If there are many sponsored ads that appear at the top and to the right of the results for that word, it means that the keyword has a high value.
  • Now you can make a little test with advertising, by purchasing a test campaign for the chosen keywords on Google Adwords; choose "Exact Match" and send the traffic to the most relevant page of the site.
    Measure the resulting traffic, track displays and conversion rate for at least the first 2-300 click (it may take just a couple of days for the most searched keywords, or several weeks for the least searched ones).
Using the collected data, you can make some reasoned assumptions on the value of a single visitor to the website, with a given keyword: for example, if in the last 24 hours advertising on search engines generated 5,000 views on Google, 100 visitors and 3 conversions (ie visitors who become customers), for a total gain of about € 300, then the single visitor for that keyword is worth about € 3 for your business.
Considering the costs of the website and the advertising costs and multiplying the n. of visitors per day for their value for the duration of the campaign, you have a rough cost-benefit analysis of your campaign!

Published on 13/11/2012 by Enrico Tozzi