You cannot talk about SEO and onsite optimization without talking about keywords. That’s a fact. Because SEO, for all intents and purposes, is keyword-targeted. Now, sometimes, even the most perfectly-optimized keywords create conflict with the rest of your onsite optimization elements. It could create conflict with usability and the natural flow of the content. This is why you need to find an onsite optimization tool that actually teaches you which keyword elements you need to focus on to ensure it works well with everything else on your page.
What are these elements? We list 8 down.
- Page Title
The trick is to put the primary keyword or phrase at least once in the page title. It must be as close to the start of the title as possible, too. It impacts the way search engines weigh relevance and also the way people choose on what to click.
For example, for the keyword “lose weight”, it’s better to have “Lose Weight in 10 Easy Steps” than “The 10 Most Effective Ways to Lose Weight.”
If you can, make the headline and H1 tags match the actual keyword search entered by a searcher. It lessens the risk of pogo-sticking. Where an exact match isn’t possible, just ensure it’s as close as possible.
- Body Text
Using the primary and secondary keyword phrases in the content are important. But try to stay away from just constantly repeating the words. Search engines now use a more advanced topic modeling algorithm. That means they can pretty much tell if the keywords are still relevant to the content or just stuffed in for ranking purposes, in which case it will actually backfire on you when the search engine ranks you lower than expected.
Keywords matter in the URL, too. It has a direct impact on search engine relevancy and are often used as anchor text around the web.
Images help a lot in making content more appealing. But more than that, it can also help in rankings. That’s because images can show up in image search results. So make sure you are fully maximizing your images by including image alt tags relevant to your brand and content.
These include both internal and external links. They say that a good page shouldn’t be more than 4 clicks away from any other page on a site and should provide links to relevant info on the discussed topics.
- Meta description
While not as critical with regard to search engine ranking algorithms, meta descriptions as still important. If it uses the keyword query, it will still show up in SERPs and they help the searcher decide on what to click.
- Meta keywords
Google doesn’t use meta tags in rankings so it’s here on the list to remind you that using it on your pages doesn’t add value to it so just skip it already.
Keywords are important in SEO. But unless your site uses it effectively, they aren’t worth much to you.