Keyword Research 3: Where to use your keywords
Once you have researched your keywords, where do you use them?
Introduction: Where to use your Keywords
The third in a series of articles about researching keywords
In the first two articles in this series we looked at why we need keywords and how to research them. In this article we will look at where we use our keywords, so they will grab the attention of the search engine spiders.
Use your best keyword in your URL
Yes, it DOES matter
If it is at all possible, then use your keywords and phrases in your URL. I totally disagree with people who believe it does not matter and this is why, particularly in the case of a product review, where you are hoping to make sales.
I am often asked "How can we compete with the big guns?" The big guns being the large online stores.
Many stores that are selling the same products as you do not have the product in their URL and that is why it is possible to rank higher in the Search Engine Results, particularly if you are publishing on a platform that has a high page rank.
This is why it is so important to do your keyword research before you grab your URL.
Use your Keyword in the Page Title
Why use anything else?
Google (and the other Search Engines) are looking for the relevance of your page in relation to what people are searching for. Your Page Title should brief, to the point, uses the keyword you want to rank for and is not too personal.
Why not too personal?
Here's an example: My Cat Fluffy.
You may have had an idea to publish about tortoiseshell cats, because you have a tortoiseshell cat. She's called Fluffy and she is a beautiful example of the tortoiseshell cats people are looking for info about. You also have some great pictures to illustrate the page.
But hang on a minute. Yes, your cat is lovely, but people are not looking for info about Fluffy, they want info about tortoiseshell cats. Once they see the pictures of Fluffy, they will no doubt appreciate them but you have to get them on to the page first.
Therefore, if your keyphrase is Tortoisehell Cats and you want traffic, then show people that they will get what they are looking for.
Use your Keywords in Headings or Module Titles
Also variations of those keywords - be careful of "keyword stuffing"
Google crawls module titles and headings. Use your keywords in a natural way and also use variations of those keywords to vary it a bit.
Do not use the same keywords excessively - we call that "keyword stuffing". Not only does it look unnatural and may put people off, Google may penalise you for it.
As an aside: Hold off too many !!!!!!!!!s as well - yuck, yuck, yuck!!!!
Place keywords in your introductory two lines
Again focus on the topic
Google adds excerpts from content into the search returns, with the keywords highlighted. If those two keywords are in the first 140 characters of the page, then so much the better.
Think of your intro as your shop window.
Your potential visitor has been drawn to the shop window by Google. Now they have to make a crucial decision, will they open the door and come in? Or will they scroll further down the search returns - effectively walking by?
So does your first 140 characters give them what they are looking for?
Have a look at this:
I have made this page about my cat Fluffy. Fluffy is the most beautiful long haired cat and she is 8 years old. I first got her when we found her in our porch, a frightened, abandoned kitten….
192 characters and we have not yet established that the page is about Tortoiseshell cats - oops!
Here's a variation:
I have made this page on Wizzley about my cat Fluffy. Fluffy is the most beautiful long haired cat and she is 8 years old. I first got her when we found her in our porch, A frightened, abandoned kitten….
Err, what's Wizzley? Do the majority of searchers on Google know what Wizzley is?
So, here's the revised version:
Tortoiseshell Cats are my favorite breed of cat and on this page you will find information about how to keep them happy and healthy.
Sorry Fluffy but you don't get a mention until a bit further on, because now we have an intro that is focussed and letting people know that they are likely to find what they are looking for.
Remember to add your Keywords to the Content
But don't overdo it
Sprinkle your best keywords throughout your content, but remember to make the article read naturally. You can vary it a bit by also adding those keywords that came up in your research but that perhaps had more competition.
I also find that if I am suffering from Writer's Block, a look at my keyword research can sometimes give me more ideas about what to say.
A few years back, people would discuss the optimum "keyword density" and speculate about what percentage of the content should contain keywords. You would see comments like "10% keyword density" but these days Google is looking for relevant content that flows naturally.
Guestbook titles can be formed around key words
Perhaps ask a question to get people to comment
Have a look at my Guestbook Title, my key word is in there, but this time there's a slight variation. People do search on key words...
Other places to add keywords
Label all images with keywords
Titles and captions for images is another place that may get you some visits. Google images can be a source of traffic. My page about Best Plants for Bees has four images on Page 1 of Google Images for that search term and more on the second page.
Also, some sites may have modules that you will not find on other sites. For example Squidoo has what they call a "Page Bio" - this is in the top right hand corner of every topic page on Squidoo. Some members use it to tell their visitors about themselves - I prefer a very brief one or two lines, relevant to the page, containing my best keyword.