One of the most important factors that separates SEO content from regular old Web content is the inclusion of well placed keywords that help search engines identify the relevant content you are posting to your website. In order to achieve SEO success however, it’s important to know how to use those keywords and where to place them in your Web content.
Identifying SEO Keywords
Part of learning how to effectively use SEO keywords is to understand what keywords to focus on in the first place. Your SEO keywords should consist of the terms and phrases your target audience will use when searching for your products and services. Some of these phrases should be obvious to you and include the most common phrases people use to identify your business.
For example a medical malpractice lawyer should certainly focus on keyword phrases like “Medical Malpractice attorney” and “medical malpractice lawsuit” as most people who search for a medical malpractice lawyer will likely use those terms in their search.
You’ll have to do some additional research to determine what other terms and phrases Internet searchers commonly use to find your type of business, which you can do with the Google Adwords tool and other online resources.
After you’ve identified your SEO keywords, you’ll need to understand where to place them in your Web content. The most important places for your keywords to appear are the Page Title tag, Article Title, Meta Description (Meta Tag), and the first few paragraphs of your SEO content.
This isn’t to say your keywords should not appear elsewhere in the body of your article or blog, but you should always ensure your keywords appear in the areas mentioned above as those areas are the most highly scanned aspects of any Web page when it comes to search engine rankings.
Even though you should always include your SEO keywords in your Page Titles, headings, Meta Tags, and content, you need to ensure those keywords are balanced by other relevant Web content. A good keyword density to strive for is 2% – 4%. An easy way to think about this is to break down your content by word count.
To achieve a 2% density, you should include your SEO keyword of choice 2 times for every 100 words of content. Less than that and the search engines won’t really pick up on your keyword usage the way you would like. More than that and your SEO content may look like “keyword stuffing” to the search engine which could get you heavily penalized and acutally hurt your search engine rankings.
Keep It Relevant
Keyword stuffing or just placing great keywords randomly throughout lackluster Web content will not get you new readers. The most important part of SEO content is seamlessly integrating your keywords into engaging and relevant content that explores and informs your audience about those keywords.
Articles that feature great keywords but not great information will not get read or shared, and your bounce rate will reflect that. Use your expertise to create compelling, well written Web content so that your keywords don’t appear jammed in, but flow with your text and are basically indistinguishable from the rest of the words on the page to the untrained eye.
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