While search engine algorithms change frequently (more than we’d like), one basic component has remained steady over time. And that’s relevancy.
It’s one word you’ve probably heard repeatedly when discussing search engine optimization. So, the question is, “Is your site relevant for the keyword phrase(s) being searched by your prospects?”
This isn’t a post about how to achieve page one ranking on Google. There are no magic tricks to doing that (though some folks out there may lead you to believe otherwise). However, some basics for keyword placement are still vital for ensuring that your site is considered relevant.
I’m often surprised when a client or prospect contacts me asking about their search results. First, I ask them what keyword phrase they’re targeting. Then, I look at their page content and what I quickly discover is that the keyword phrase they mentioned is nowhere to be found.
Captivating, helpful content is what drives most viewers to return to their favorite sites. So make sure yours is optimized with those targeted phrases you think your customers and prospects are using to find a business like yours.
Here are four strategic locations for placing keyword phrases on your Web pages:
1. The actual content of your individual pages.
Start with quality content – valuable information that is related to the matter at hand. The first and last paragraphs are good places to start. And, while it’s a good idea to use keyword phrases throughout, don’t drown your content with them. Keyword density that is too high is considered “keyword stuffing” by the search engines. And, that can hurt, rather than help you.
2. The title of your Web pages.
This is not the same as a headline. Whether you’re using Firefox or Chrome (does anyone use Internet Explorer any more?), you’ll find the title in the top bar of the browser when your page appears (it’s programmed in your HTML code as the TITLE meta tag).
3. The headlines of each page.
Just like a brochure has headlines and subheadings, so does your Web page. Make good use of them and insert keyword phrases there, when appropriate to do so. Be sure that, in the HTML code, your headlines are formatted as headlines with an H1 tag because that’s what the search engines read.
4. The meta description of each page.
When you look at a page of search results, it’s the meta title and description that show up there. Your description should encourage a prospect to click through because it offers the relevant information they’re seeking.
Different Pages – Different Keywords
Keep in mind that different pages of your site may be optimized for different keyword phrases. Therefore, don’t use the same page titles and descriptions to identify every page. Take advantage of the opportunity to create unique page titles and descriptions for each one. Titles such as “ABC Company – About Us” and “ABC Company – Our Services” don’t offer any relevancy unless “ABC Company” is widely known and your prospects will search for you by your company name.
Check out SEOCentro’s Meta Tag Analyzer. It analyzes and rates your meta title & description tags and provides data on keyword density.
Remember, the tips posted here are by no means a guarantee to get your site to be number one on Google. They’re offered to help you leverage the content of your site so you get the most bang for your buck when it comes to relevancy online.
Have you reviewed your Web content lately?
Prospects want information that helps them and provides solutions to their needs. Make sure your content delivers what they’re searching for. Does it? Please share your thoughts in the comment section below because I’d love to hear from you. Here’s to your sweet success.
