Marketing on Internet Road 

Your Search Engine Optimization (SEO) efforts are tightly related to the keywords you are trying to target. The rule is always “one keyword (or keyphrase) – one page”. As such, it is obvious that the use of this major keyword you are optimizing the page for will be used on the page.

Note that the factors that impact SEO can be roughly divided into On-Page and Off-Page factors. When focusing on the on-page ones, we keep on repeating the phrase “Content is KING”. This means that there is simply no SEO without proper and relevant content, no matter what your optimization efforts are. Only then the rest of the factors come.

Once good, relevant (to the main keyword being targeted) and persuasive content is written, start working your keyword optimization into the page.

Here are the places you want to work out your keywords on the page:

• Page URL – Simply put, use the keyword in the name of the page (www.example.com/keywords.html). This will help not only your SEO efforts, but also traffic and potentially conversion since it will appear in bold on the Google SERP (Search Engine Results Page) and will get more clicks from those that were searching for the keyword.

• Page Title Tag – Maybe the most important place to put your keyword. This is considered by some SEO practitioners as a science on its own. Whatever you do, remember that the keyword is more important that your name. so use the keyword in the title with a sentence that makes sense.

• Meta Description Tag – The one place that won’t be seen to the end user, so becoming less and less important for SEO. Still, has some SEO value and similar to the title tag, will be presented to the visitor on the SERP.

• Page headers – Make sure your page as a header marked with <H1> tag. This header needs to support your title and present again your keyword. Just the same, break the page to section with sub-headers (<H2> tags).

• Page body text – You will hear different numbers on how many times your keyword should appear on the page. We found that 1.5%-2% (twice per every 100 words) is safe and good. Place your keyword on the text.

• Images – Depending on the industry, you may find that a lot of people find your page via searching for images. Regardless, it is yet another place to optimize, so the keyword is relevant here as well. Use the keyword in the image name, in the Alt tag and if possible in the text near the image (or even a caption if you place one below or above the image).

• Links Anchor Text – This one is different. You want to have links coming to the page from other pages (and other website), carrying text with the keyword you are optimizing the page for. This in a way tells the search engine that the destination page of the link is all about the text in the anchor text which is exactly what you want. Start with the correct internal links (internal site navigation) and place the correct keyword the page is optimized for in the anchor text of the link that points to this page.

You can probably notice that the keywords meta tags is not mentioned anywhere in the list. There is no mistake: all search engines announced they stopped analyzing the keywords in this meta tag, so it is simply pointless. Make sure to put your keywords properly on the page, where it does matter and you will improve your SEO results.

Last comment about secondary keywords: there is always a set of secondary keywords that are related to the primary one you are trying to target. Search engines expect to find those secondary ones in the text, otherwise the context is wrong and you might have a page risking keyword stuffing which will result in the opposite effect you are trying to reach…