Keyword Placement Primer
Strategic Keyword Placement Helps Optimize SEO
Ranking prominently in search engine results is the prime goal of every webmaster. A top 20 ranking is coveted. The appropriate placement of keywords is essential in this effort. The placement of these important strategic words in the right places, and in the right amounts, is crucial to maximizing your search engine optimization. Having searchers land on your pages will be assisted with the tactical placement of appropriate keywords and phrases.
Here are some helpful pointers to assist you in this important process:
Don’ts:
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Don’t try to “beat the system.” The search engines are perpetually changing. They are constantly on the lookout for those trying to circumvent the process. If they find you they will penalize you–not ranking you being one of them–which makes these efforts fruitless.
- Don’t engage in spamming:
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Overloading your pages with keywords.
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Similarly, don’t use keywords repetitively.
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Using keywords that are not relevant to your site.
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Do’s:
Follow these simple guidelines, and you should be successful in your optimizing efforts:
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First and foremost is having rich, topic specific, content in your pages. Once searchers find your page they need to be rewarded with value from appropriate well written articles. Keywords and key phrases can always be embedded into an article at strategic and appropriate places.
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Doing some keyword analysis or research before you post your articles is a must. Ensure you have utilized the prime keywords in your page . . . otherwise you lose the benefit of trying to optimize your page from the start.
- Creating a keyword list may come first, but the quality of the information in your article is crucial to your long term success.
- Keyword Discovery and WordTracker are tools that can help you in keyword/phrase list creation.
Specific Strategic Elements (not provided in any order of priority):
Titles (or <title> tag)
There is universal agreement among SEO experts that titles are perhaps the most significant variable in the search engine optimization hierarchy. Your most prime keyword or key phrase should be included in your page/article’s title.
- Titles generally appear as the blue link on most search engine result pages.
- Take care in creating your page titles. You have limited space (approximately 60 to 65 characters) in which to totally identify what your page/article is about.
- Each page should have a unique title. Avoid duplicating titles. You can be red flagged by the search engines, and you loose a chance to enhance you ranking chances (as noted above).
- Place your keywords and key phrases at the front of your title when possible. It helps clarify what your page is all about, and what searchers are looking for.
- Spiders use this element to determine your web page topic.
Use Keywords in Headers and sub-headers
- Headers and sub-headers are the titles that appear in the body of your article’s content. These are paragraph titles used to identify or summarize its gist. They are usually larger and bolder than the normal script, and may be in a different color.
- Header titles should make use of keywords that reflect the title of the page.
- Don’t duplicate them from header to header.
- Duplication can be seen as SPAM by the spiders.
- Variations of the title can help in being exposed to a broader audience.
Meta Description
There are some search engines that provide the Meta Description below the title text in the Search Engine Results (SERPs) — the page where searchers see their search results. With this in mind it could help to be have keywords with your meta description.
- Utilize keywords and phrases to describe the landing page subject matter.
- Add the Meta Description to your source code.
- Space could be limited–so be brief–but to the point.
- Like the title and headers, meta descriptions should not be duplicated, but should be unique to the page or article.
Links (Intra-Site)
Many search engines give additional consideration to words used in intra-site links (links from one page to another page on the same website).
- Make the most of links using keywords like, “Mountain Spring Water,” or “New England in Autumn.”
- Avoid “learn how,” “learn more,” “click here,” etc.
Meta-Keywords
Search engines tend to give little or no consideration to meta-keywords. That doesn’t mean you can’t use them, and they could give you that little edge you need when a ranking determination is being made.
Domain Name
Where possible, you should include keywords in your domain name. Length is one factor you have to consider when constructing your webpage’s domain name. Keywords within the domain give you a leg-up on your competitors.
Alphabetical Priority
While many search engines give little attention to alphabetical priority or order, there are still some that do. How much concern and effort you want to engage in considering or implementing this facet is up to you.
Other strategic keyword placement locations:
- Anchor text
- Page Name
- 404 Pages
- Navigational Structure
- Alt Text
- Site Maps
Summation/Conclusion
Using specific targeted keywords through out your page is fundamental for page ranking. Anything that can give you the edge over your competitors that is legal and moral should be implemented. Remember you don’t want to over do your keywords and key phrases, but you must have enough of them, and have them placed in strategic appropriate places within your pages/articles. If you follow these suggestions, you will increase your ranking and search success for web browsers looking for what you have to offer.
Here are some additional helpful articles:
- Keyword Importance for SEO Ranking
- Search Engine Optimization SEO Helps
- Web Standards Help with Long Term SEO Results
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