Keyword research and keywords placement on your website are fundamental blocks of your online marketing strategy. But first of all, what are keywords? Matt Bailey, president of SiteLogic Marketing and Lynda.com author, defines keywords as “the summation of people’s thoughts into actions on the keyboard”. Most of us use search engines to find the information we need. Online marketers work on finding out which keywords and how we phrase them to find specific services or products online. Using the right keywords to target the audience of your business and placing them in the right place on your website pages are essential factors for search engines to connect those keywords with your website.
In this article we explain where to place keywords on your website to tell search engines, such as Google or Bing, that your site pages revolve around those keywords. If your did not write the content or built your website yet, you should make sure that your web designer and content writer take the recommendations below into consideration when working on your site.
Getting keywords into URLs is a powerful way to tell search engines what your website pages are about. Search engines will find it more difficult to index complex URLs structures containing numbers and symbols than those URLs with keywords and information relevant to your page. Design the URLs thinking about your users.
The title tags are one of the most important components on a website from a SEO perspective since this is the first element that search engines crawl when visiting your site. It is therefore very important to use relevant keywords on your title tags to tell search engine and users what your site is about. Using unique title tags for each page helps both search engines and users to know about their content. Search engines usually read title tags no longer than 60 and 75 characters, including spaces, so make sure you use them wisely.
These tags are simple descriptions of the webpage that appears under title tags on search engine results. They help users to determine how relevant your website is for the information they are looking for so the inclusion of keywords on description tags is essential to direct them to your site. Search engines usually display the first 130 to 155 characters of a description tag.
The image below indicates what description and title tags are in one of the Google search results for the keywords “Vancouver hotels”.
Headings and Content
Each page of your website should have unique headings describing its content. Including keywords that match users’ searches increases the chances of conversions. However you should be careful and avoid stuffing your site with the same set of keywords as some search engines punish overstuffed sites. Using long tail keywords allow you to be more specific about what you are selling or offering.
Every picture on your site can have a file name and an ‘alt’ attribute being the later the most important of both from a SEO point of view. The ‘alt’ attribute helps search engines to understand your images and if you use pictures as links the alt text for that image will be treated similarly to the anchor text of a text link. Alt texts are more efficient when they include short and descriptive keywords.
I hope this blog post brought some clarity about placing keywords on your site. If you have any more question do not hesitate to contact Novum Communications.