One of the most common pieces of search engine optimisation advice is to use well-researched, targeted keywords. But where should you use them? The way you should use keywords has evolved over time, especially as search engines place more importance on quality content that is relevant to user searches.
So, the number-one piece of keyword advice you should remember is that your keywords should be relevant to your content and should be used naturally. Then, you should use them in various places to gain rankings.
First, optimise your site by using your target keywords throughout your copy. Chances are that this will happen naturally, because the words you want to rank for will flow with your content. Keep in mind that you may use different keywords for different pages.
For example, you may want to rank your homepage for one term, while you want to rank a product page for another. Revisit your content periodically to make sure you are using the keywords you are currently targeting as part of your SEO plan.
Part of your site’s content includes your blog posts, which help you keep your site fresh and current. Use keywords in titles and headings and throughout the copy where it makes sense. Again, you may have some keywords you continually use and you may add new ones for specific posts or campaigns. Don’t let keyword optimisation make your posts spammy or sacrifice quality for keyword use.
Image Alt Tags
Did you know your site’s images can actually help you achieve rankings? Many people overlook image alt tags, but they are important to SEO. When you add images to your site’s pages and blog posts, optimise them by using keywords for the alt tags whenever possible. This helps you tell search engines what your content is all about and could even help you rank your images in search results.
When you use keywords in your site’s URLs, you give the pages a boost when it comes to search rankings. As you set up pages and add blog posts, add keywords and relevant terms to the URLs.
Our site page about our SEO services has the following URL: “bigfootdigital.co.uk/services/search-engine-marketing/search-engine-optimisation.” Notice how it includes keywords people might use when searching for the content on the page.
Meta Descriptions and Tags
Meta descriptions are also a major part of SEO. Make sure all your site pages and blog posts have meta descriptions and titles that include keywords. This is one more way you can tell search engines what your content is about so it will appear in search results.
The title and description also appear on Google’s search results pages, so updating these gives you some control over how your market sees your pages when they find them through searches.
Content Marketing Pieces
Onsite optimisation is only part of the equation; you also need to do some offsite optimisation to earn search rankings. One of the most effective ways to do this is through content marketing and link building. As you use these strategies, include keywords in your online articles, guest blog posts, video descriptions, press releases and other types of content you produce.
Keywords should play a major role in your search engine optimisation plans, and using them in these six places will help you get started by optimising your site and content.