Keyword Placement in a Website
It’s always a great feeling to see your company’s name at the top of search results, but even the best SEO won’t have benefits until it’s for relevant terms. This is where keywords come into play.
Google’s Keyword Tool is 100% free. It recommends keywords to use, shows estimated traffic, and the amount of competition for each.
Compete.com is a great tool to see which keywords your competitors rank highly for and the amount of traffic their website brings in.
SheerSEO.com is fantastic for tracking your own progress. I would suggest taking full advantage of their 90 day trial. SheerSEO tracks all of your target keywords overtime and through multiple search engines. It also follows your Pagerank and the value of your incoming links.
Head Terms and Long Tail Terms
Head terms are 1-2 keywords long and hold a high volume of searches. They bring great traffic but are the most challenging to rank highly for. The terms “search engines” and “marketing” would be examples of head terms.
Long Tail terms are strings of keywords 3+ words long. These bring a lower volume of traffic, but the traffic generated is more focused. An example of a long tailed keyword is “Keywords on Websites in Charleston”
Title Tags – These are extremely important so make sure your keywords are present. Keep the tags at a maximum length of 70 characters to avoid getting cut off and write them in a way that is easy for people to understand.
H-Tags – These are pieces of code that should be written into each page. They help organize your headlines by importance when search engines crawl your website. Each page can have one H1 tag and multiple H2-H6 tags. Make sure to focus on adding keywords to each of these major headlines.
Links – Anchor text (covered in-depth in an upcoming blog) is the highlighted text associated with a link. Search engines hold these in very high regard and equate the highlighted words to the page being linked to. Unless you want a page associated with the term “Click Here”, I suggest using a keyword or phrase you are targeting.
In the text – Search engines weigh words in significance from left to right. This goes for titles, tags, links, and text. Make sure to have some of the keywords you value close to the beginning of your page.
Pictures – Search engines can’t see your pictures. They rely on the file names, alt attributes, and surrounding text to paint the picture for them. It’s helpful to save pictures with keywords in their file names. An example would be saving a picture with the file name “search-engines-picture.jpg” (Google and other search engines read hyphens as spaces)and then using an alt attribute description for the picture that includes the word “search engines” and finally placing the picture in a section of the page focused on search engines.
URL Keywords – The home page for this website is synactable.com. Each subsequent page is saved in a file which shows up behind the domain name. If you click on our page about Social Media it will take you to the URL http://www.synactable.com/social-media-marketing-sm.html. The URL is formatted this way because the page is saved in a file with the name social-media-marketing-sm. These URL keywords can be helpful for both users and search engines for information about the page content.
Meta Data – This is important for the person doing the searching. It does hold some significance to search engines, but it’s more essential to write them for people. Over stuffing the meta description with keywords can make your website look spammy and will lower your search engine traffic. What’s helpful for searching is the keywords used in the meta description and webpage file name will be highlighted in the search results.
One important point to note is that each page in your website should target different keywords. If each page has the same title or keyword phrases then Google and other search engines will devalue them. If you have multiple products it is extremely beneficial to give each product its own page. This will increase your ranking for each product significantly.
With some research and a little bit of work, you’ll have your website pulling in waves of new traffic.
Jun 10, 2010 | Comments: none