Balancing Keywords And Content : The best keyword optimization techniques for 2020
Keyword optimization remains an important strategy for content ... but it's essential for keywords to support a quality-focused SEO approach. ... It balances ease-of-use with accurate and deep keyword insights. .... 2020
KEYWORDS
AND CONTENT
There is no denying the
importance of keywords used in any content that is placed on the Web. Keywords
allow you and everyone else who uses the Web the ability to find what you are
looking for. If you need just one bit of information, you likely would spend
countless hours in research trying to find it if it was not for keywords.
As an Internet marketing
professional, how do keywords relate to your own business? Usually, if you are
using the Web as a marketing tool in any way, keywords are an important
component.
In this book, we will examine the
importance of keywords. We also compare it to the importance of quality content.
Is it possible to have great content and still have great keywords in your
final copy? It is possible, and in fact, it is necessary to do this if you wish
to have a successful website or blog.
Before
getting into these details, let's start at the beginning.
WHAT ARE THEY AND
WHERE TO USE THEM
What are keywords? These are
words individuals will type into a search box when they are looking for
something online. For example, let us say you are looking to purchase a table.
You get online, go to the search box, and type in the word "table"
into the search box. The search engines start looking for websites that relate
to your search. Within seconds, there is a long list or results in front of you
(called the search engine results page) that you can choose from.
Now, on the flip side of the
coin, if you owned a website selling tables, you would want to attract this
person to your website. To do so, you need to have your website displayed on
the search engine results page. To do this, you need to have the most
appropriate keywords on your website. So, for example, you need to have the
world "table" used properly on your website for the search engine
results to actually see your website as valuable to this search.
Using keywords will help you
prove your value to the search engines. The key is to know what helps you to
rank well and what may not help you. Less than a decade ago, people took
advantage of the keywords. Pages and pages of websites had virtually nothing
but keywords on them. The problem is, when a website is packed with just
keywords, it is likely not to be packed with
information.
Here is an example to consider:
John designs a website to attract visitors who he hopes will visit the
affiliate pages he is linking to. So, he plans to put lots of keywords on his
page. That way, his website will rank well, right?
There are two problems with this
process. First, there is little chance that anyone who comes to such a page
will feel it valuable enough to stick around and click onto affiliate links.
Second, Google and other search
engines have made significant changes to their complex algorithms. Websites
that have too many keywords on them will be ranked lower in the search engine
results pages.
The key is to know what the
actual best percentages are. Of course, Google is not going to tell you just
how many keywords to use. They do offer a lot of in-depth information that you
can use, though. It is this information that you want to rely on to get the
results you are looking for. Google is not the bad guy: They want to provide
individuals who use their search engines with the best websites online to solve
their inquiries.
In the following pages, we will
go over some of the best strategies for getting keywords into your documents
readily and appropriately for the best overall strategy.
WHERE TO USE
KEYWORDS
Where should you use keywords?
Keywords should be found in virtually anything you place online. Here are some
places to use them.
·
Place
them into each article on your website.
·
Place
them on your home page and sales pages.
·
Place
keywords in your blog posts.
·
Use
keywords in your product descriptions.
·
Use
keywords on your website and in your blog tags and headings.
·
Use
them on contact pages, FAQ pages, and just about any page on your website.
Doing this is essential to
getting a high page ranking in the search engine result pages. Yet, you do not
have to make this a complex process. In fact, it is often best to put keywords
in the back of your mind while writing content for your website. Write what really
matters and then come back to keywords later.
CONTENT IS KING
One of the earliest phrases used
still stands true. "Content is king" when it comes to Internet
marketing. If you are putting up a page on your website, you want the person
who visits your website to say, "Wow, this is great. I'm bookmarking this
page to come back here often."
The best way to do this is to
include quality information on each of the pages of content you provide to your
readers. In a few minutes, we will go through the process of providing quality
content. Before doing so, consider what would happen if you did not have good
information on your website.
1.
You
use keywords on your pages, but fill them with fluff content. Your reader gets to your page and
thinks, "this does not help me," and moves on.
2. The reader gets to your website
and finds errors. You can no longer be trusted and they leave your site.
3.
The
affiliate programs you are working to earn money from visit your website. They find it poorly
designed with little information. They decide that you are not a good fit for
their company. They no longer offer you membership in the affiliate program.
4. You get no inbound links to your
website. Inbound links are those which are pointing to your website. Google
finds these to be valuable when
ranking websites. If another website
(or several of them) find your website
to be a good resource, they definitely will rank your website higher. But,
other websites will not do this if your content is poor in quality.
5. You make little to no money at
your website since it is poorly ranked
and is not attracting any repeat visitors.
Content for your website needs to
be well-written and organized. It needs to be informative and useful to anyone
who will visit and read it.
BEST STRATEGIES KEYWORDS AND CONTEN
Now that you have the basics
about keyword usage and the importance of content, how do you bring the two
things together so that your website will prosper?
There is no direct formula for
doing so, but you can find some real results if you implement a number of known
methods to help you. Google itself often provides a great deal of suggestions
in terms of keyword usage. In your balancing act for quality content and
keyword ranking, keep the following strategies in mind.
GO WITH QUALITY
CONTENT FIRST
First things first, write quality
content for your website. Nothing else will be as important to the success of
your business has having quality content on it. There are several ways you can
do this successfully.
1.
Use
factual information
You want individuals to come to
your website knowing that what you have to say is real and valuable to them.
Therefore, each page should contain factual information. Before you post a blog
post or an article, verify the information you are going to present. For
example, going back to the example about the table search, be sure that you are
providing factual information on the wood type, size, history or other topic.
2. Make it interesting
Coming to a website filled with
lines and lines of information that is boring is going to be so dull people
will leave. Without spending too much time in the process, add some statistics.
Use descriptive language that paints the picture for the reader, "these
mahogany tables are designed in the style used by Ancient Romans…."
3. Become a resource
One of the best ways to ensure
you have quality information on your website is to make your website the
one-stop shop for all information on that niche. For the reader, a website that
contains all of the information they need is going to be highly valuable. You
may provide
information about the history of
tables, how to use tables…tips for staining them…and so on, for example. These
items help you to become the resource these individuals need to have.
4. Be the expert
For those who play a role in your
website (and this is a very good thing) be sure that people who visit your
website know that you are the expert in the field. You should stand out as
being the authority. You do this when you provide valuable content to them. Do
the hard research and find those interesting subjects to talk about. Answer
questions. Relate to your customer base.
When you put these items
together, the end result is very simple. You have a website that is packed with
great content that people can naturally benefit from reading.
Chances are also good that you
also have a website that is filled with quality keywords. After all, if you are
writing about your topic and exploring all areas of it, you likely are using
the most important words related to it. Still, you should still do some
research and get better quality keywords into your work.
USING KEYWORDS
PROPERLY
There is no better way to rank
your quality content in the search engines than to use keywords properly. It is
often the case that website owners see this as a step they can skip. Instead of
doing the research to find the right keywords for their websites, they think
they already know what they are.
This is often not the case.
FINDING
THE RIGHT KEYWORDS
Finding the right keywords is a
process that often involves researching using any of the free keyword search
tools available. You can also use Google's service to help you to do this.
Once you use these services, you
are likely to get a list of keywords associated with your primarily keyword. In our case, the keyword we plugged in is
the word "tables." As you are creating your table website, you have
likely used a number of words that describe this product. But, did you include
all of the most important words?
The top keywords, those used most
often by users who are searching for the topic you have, should be included on
your website. They do not have to be the only words that you use, though. These
first words are heavily used and Should b used at least somewhat in your
website’s content where it is
appropriate to do so
For example, with the word "table,"
the top five keywords used included:
·
Tables
·
Pub
Table
·
Pedestal Table
·
Dining Table
·
Glass
Table
These words are going to be
mentioned on your website because they are commonly used words for your niche.
What about those other keywords in
the list?
If you look down the list, you
will see other words that could relate to your website. They look good, but
fewer people are using them to find information online. Often, it is best to
include some of these too. The reason for doing so is very simple. Most other
website owners who are targeting keywords for their websites are using those
top-tier words as well. There is a lot of competition out there for those
words. Therefore, even with a great website, there are likely others fighting
right along with you. Since the other words have less competition, you are more
likely to rank well in the search page results for those keywords.
In the table example, the words
"pedestal dining table," "modern dining table," Glass
coffee table," and "square tables" got far fewer hits than those
top-tier keywords. The lower competition still makes them valuable.
Use a combination of those
top-tier words and those that are far more specific if they relate to your
website. This unique combination will ultimately give you better results in the
long term.
WHERE TO USE
KEYWORDS
Now that you know which keywords
you should have on your website, the next step is to consider the placement of
keywords on your website. As mentioned earlier, there are various locations on
your website that you can use keywords. Use all of these locations for
keywords.
Within each of those documents,
you need to place keywords in the right locations. There are several things to
keep in mind in the case of blogs and articles/web content. The following
guidelines can help you to place keywords into these mediums appropriately.
1. Place keywords in the title of
each page or article
The best way to place keywords in
the title is in the following format. "KEYWORD GOES HERE: Interesting
Content Goes Here." An example for the table website might be,
"Pedestal Dining Table: 3 Tips for Buying the Right Dining Table."
This shows the search engines the importance of this word.
2.
Within
the first 90 characters of the first paragraph, be sure your keyword appears again
Also, it is important to note
that you can use a mixture of keywords, but do consider having one or two
primary keywords per article.
Primary keywords should be
located in these locations. Again, this early positioning helps to show the
importance of the keyword to that page.
3.
Use
keywords in each of the paragraphs that you write on each page
Do not overdo it, though. For
example, you do not want your primary keyword to show up more than one or two
times in each paragraph, depending on their length.
4.
Break
up text using subheadings
Use secondary keywords in your
subheadings. These will be positioned between paragraphs. Not every paragraph
needs them, but sections of the article can be divided this way for easy
reading benefits and keyword boosts.
5. Use keywords in the HTML for your
website too
This includes using them in each
individual blog post/article that you post. This also helps with page ranking.
Use a combination of keywords in
each of your articles, but do not put too many into them. If that sounds
confusing, it is because there is no hard and fast rule. What you want to do is
to divide up the pages on your website or in your blog posts so that over the
course of all of the pages, you use all the keywords you would like to use.
Do not try to put all of your
keywords for your website into every article you write. It won't work and will
deflate the quality of each page considerably.
For example, one blog post may
include the keyword "dining table”; in
that article, words like "dining room table" and "square
table" may be included, but not many more than that.
KEYWORD DENSITY
Keyword density is the amount of
keywords on any one page in comparison to the number of words on this page. A
few years back, it was common for the "less than expert" Internet
marketers to try and work in high keyword density numbers. More keywords
sounded horrible, but many thought that this would boost their search engine
results pages significantly.
The problem is that this does not
work. It hurts your page ranking and causes you to have awkward sounding
content on your website. Content is king, though, remember, and therefore, you
need to make changes to this significantly.
The question is, then, how much
density should you go for? This is really up to you to decide since each page
will be different, but most experts agree that you want a density that is under
5 percent. In most cases, only 2 to 3 percent keyword density is best.
To compute keyword density, you
simply need to take the number of times that the keyword appears in the page's
text and divide that by the number of words on the page.
For example, if the word
"dining table" appears 8 times in our 400-word blog post, you would
divide 8 by 400 words and get 0.02 or 2 percent. Do take the time to do this
for your articles. You do want to ensure that there are plenty of keywords but
not too many.
If you would rather not waste
your time on calculating density, there are free and paid software programs available
online that will calculate the density for you. These are helpful when they are
accurate. You do not have to be 100 percent accurate here.
KEEP IN MIND
·
Quality
content is vitally important to the success of your website. Write your content to be quality content first.
·
Go
back and insert keywords as they fit into the content you have written.
·
Do
base topics and blog posts around keywords that are important. For example,
choose a top ten list of tips for repairing dining room tables…this makes keyword
usage easier and more effective. Plus, the
reader gets it.
·
Do
no obsess about keywords. You do not have to have a lot of them on the website
to see results. Choose a good mix and include them in each article, but only as they fit with your topic appropriately.
MISTAKES YOU MAY BE
MAKING
Content is number one followed by
great keywords. What else is there to know? There are actually a number of
mistakes many Internet marketers make when it comes to keywords and quality
content. If you want to grow your online empire, focus on quality content and
the use of quality keywords.
The following are some
of the most common mistakes individuals make when it comes to keyword usage.
#1: NOT ENOUGH KEYWORDS
Did we not just say that you do
not have to worry too much about density and that low numbers were good? Yes,
this is true, but many individuals do not take the time to do the research to
include the right keywords in their documents.
In our example, if you were to
just write really great articles on tables and did not go through the steps of
researching keywords, chances are good that the website will never rank well.
The problem is, you do not know what people are typing into the search box to
find what they need. People are looking for pedestal tables.
By placing those keywords into
your pages in the appropriate amount, you will see improvement. For each of the
top keywords related to your website (including those who may not be the top
tier), look for a goal of 2 percent over your entire website.
#2: TOO HEAVY
We have talked about this a good
amount. Keep in mind that many people do not realize that they are going too
heavy with the keywords. For example, the average blog post is about 300 words.
If you get started talking about the
number of unique pedestals out there, you could easily surpass the number of times you include the words
"pedestal tables" in that small article. Using the phrase “pedestal
tables” six times is already 2 percent of a 300- word blog post!
It is helpful to use
keyword density software to help you avoid these problems. Or just be mindful
of what you are writing.
#3: NOT USING SYNONYMS
What is another name for the
topic that you are using? People not only type in the word you are most
commonly using, but also their own version.
Consider just how many variations
of the same word the English language has!
What's more, most of the time,
even the best keyword research tools do not always include synonyms in their
results. Therefore, it is really up to you to remember these.
For example, perhaps you are
writing on the keyword "pedestal table" and you use just that
version. Another term could be a "bistro table." Chances are good
that both will not show up in the same keyword tool (unless you are using one
of the best online keyword tools).
Take the time to look through all
of your keywords and determine what synonyms are out there. At the same time,
look for unique spellings too. For example, you may be writing about
"Mountain Pointe," but most people who are searching for information
may type in "Mountain Point" or even "Mt.
Pointe."
These variations can help you to boost your keyword usage.
MAKING CHANGES
Now that you have this
information, take a few minutes to consider where your current website stands.
Do you need to take some changes into consideration?
Here are some tips to help you to
improve your website even if you have a full website up and do not have the
type of content and keywords described here.
1.
Invest in new content if your
content is not rich with value There
are some websites that will need more pages of content-rich material. This will
greatly improve the respectability of your
website's content and will greatly increase your long-term results in
search rankings too. Natural keyword usage is
important.
2.
If
you have quality content, go back and check the density
If any one page has a keyword
density of five percent or more, work on it to remove some of the keywords.
This does not necessarily mean dumping it all and starting over. Rather, just
work through it and improve it.
3.
Are
you using enough unique keywords that are not just top- tier keywords?
Make a master list of your
targeted keywords used on your website. Then, use one of the search tools for
keywords to find out which keywords your website should be focusing on. Make
changes as necessary to accommodate the missing keywords. For example, add a
few more blog posts or pages of content that focus on keywords you are missing.
4.
Check
out your HTML, page descriptions, your tags, and your page titles
If you are missing keywords in
these locations, change them to include them. Also, if you list product
descriptions, be sure that keywords are accurately helping you on these pages.
5.
Have
someone in your niche read through your website
This outsider can tell you the
real value of it. What is missing? What is not factual? Make changes as
necessary to improve these factors.
Finally, take
the time to stay up-to-date on the changes that search engine companies make to
their methods. This will ultimately enable your website to grow and stretch as
the times change. It is very rare that you have to redo the entire site. Plus,
if you do not want to do the work of all this "fixing," you can hire
someone to do it for you.
The bottom line
is that content is still king, but keywords are sitting right next to content
as an equal heir to the throne.
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