Unlike previous posts, you will need to understand HTML (or work with a developer who does) to implement these suggestions.
You Are Writing for People not Search EnginesKeep in mind throughout this article that you are writing for people not search engines. The goal is to create content, that first is meaningful and easy to read, and second that targets your keyword list.
Step Three: Review and Select Keywords
If you went through steps one and two, in the "Selecting Keyword" post, you should have created a list of keywords that you want to target.
Updating an existing website: Look at the pages on the site and compare them to your list of keywords. Select one or two keywords or phrases from your list that go with the content of each page.
Creating new content: Look at your site map, find pages that match one or two of your keywords.
You are looking for words / phrases that make sense if they are used in the page title or in the heading of the page. These phrases should correspond to the page's content.
Do not over saturate your pages with keywords. Each page should target one or two keywords at most. If you are trying to put two keywords on a page, think of them as primary and secondary targets. The goal is to get a good page rank for a search of your primary keyword. If your secondary phrase gets a good ranking, then that is a bonus.
Step Four: Placing Keywords
Where should your keywords go?
- Page URL
- Title Tags
- Headline Tags
- Internal Page Links
- Image Alt Text Attribute
- Page Content
- Meta Tag Description
Plan on using your keyword phrases in the page's URL, separating words with dashes.
- page1.htm --- Bad
- surgicaltubing.htm -- OK
- surgical-tubing.htm -- Better
Your primary keyword should go at the beginning of the title tag in your page's HTML code, and also in the Headline of your content. If you have two levels of headlines (H1 and H2 in the example below) try and include those words and phrases in your secondary headlines.
In this example "Surgical Tubing" is the primary and "Natural Rubber Tubing" is the secondary keyword phrases.
It is important to make sure your headlines are built with the H1, H2 and H3 tags not made using the Font tag.
Looking at the text above, it appears that the line in blue is a headline, but if you look at the code used to build the page, you will see that it is not true.
The headline is really a paragraph tag, with a Font tag, making it display blue and larger then normal. Google and other search engines will give extra weight to text in headline tags, compared to paragraph tags. Therefore you want all your headlines to use headline tags, not other HTML tags.
Writing Titles and Headlines
- Place the primary keyword at the beginning of the Title tag.
- Keep titles and headlines short (64 - 120 characters)
- Write your titles and headlines in Title Case.
- Use H1, H2 and H3 tags for your headlines.
Why Title Case?
This has nothing to do with SEO. It is just easier for people to read headlines in title case than all caps. And the words stand out more then in normal sentence case. (Here is a good resource for Rules to Write in Title Case)
Titles and Headline Don'ts
- Don't stuff keywords.
- Don't make titles extremely long (over 120 characters).
- Don't make everything a headline.
- Don't use misleading titles.
Internal Page Links
These are one of the most often overlooked items when it comes to using SEO keywords on websites. Links to pages on your site should use their primary search phrase - when possible.
If you have a page that links to the "Surgical Tubing" page, use the word "Surgical Tubing" as the link, or as part of the link.
Image Alt Text Attribute
If your page contains images and a keyword is appropriate for that image, then include the keyword in the image's Alt Text Attribute.
When appropriate include your keywords in your page content, just be aware of over stuffing them in your content. You want the content to be easy to read and useful to people viewing your web page.
If your pages have a description meta-tag, this is what Google, Yahoo and Bing will use to describe your pages when they are shown in a search result. The meta-tag should include your keyword phrases, but they should still be easy to read and convey what the page is about.
Why is the keyword meta-tag not mentioned in this blog?
That is because Google does not use the keyword meta-tag for page ranking, and Bing doesn't index that tag either. While it appears that Yahoo does index keywords IMHO it is not worth worrying about.
If you feel the need to include the keyword meta-tag in your site, place your primary and secondary phrases at the beginning of the tag, keep the total character count under 150 characters and don't stuff keywords into it.