Keywords & SEO
Attracting As Many Customers To Your Site
The process of choosing the right keywords for SEO is essential. Your texts are constructed of words that should respond to your client’s search query. The science of information is structured around these words. And it’s also important to use them properly to optimize your SEO on Google.
Attention, when I say ‘keyword’, I’m not talking about what is indicated in your meta tag keywords and is no longer taken into account since the early 2000s. I want to talk about your main content, the one which is legible on your page. This is what will definitely marry your keywords & SEO.
Search engines browse and index your content by focusing on your keywords. They do not try to store, in a single database, the entire tens of billions of pages that make up today the web. Millions of smaller, industry-specific databases allow Google to find the information you want almost instantly.
Of course, if you want your page to be well positioned in the search results when looking for ‘luxury house to rent’, it would be wise to make sure that ‘luxury house for rent’ appears at the beginning of your document. To be more specific, it must be ensured that your keyword is sufficiently highlighted and that it is understood by the engine.
Your target keywords and SEO, centers of your web communication
As an internet user, our keywords determine our communication to the engine. They indicate our intention and Google gives us its results according to the queries we are looking for. The word order, accents, punctuation, and context allow the Google search engine to refine the results and classify them.
Google measures the importance of a keyword by using it on your page. It can then evaluate its relevance to a query. To optimize your SEO, make sure that the expression on which you want to position yourself is included in these 4 elements:
- Title of your page: <title> tag, visible at the top of your browser and linked in Google results
- Title of your content: title <h1> appearing by default at the beginning of your text
- First paragraph, or catching the reading of the rest of your page
- URL of your page: URL of your document (www.your-site.com/your keyword.html)
The more a searched keyword is specific, the fewer competing results will be displayed by the engine. This will make you look more easily in the first page results.
The word ‘house’ will bring much more results than ‘luxury house for rent’. Certainly, ‘house’ is much more sought after. But if you speak specifically of ‘luxury house for rent’ on this page, it is much more interesting to say it immediately and avoid an immense competition. And finally, is it not more coherent?
For the reader and your SEO, do not abuse your keywords
Since the birth of the web, the abuse of keywords to manipulate the results of the engines is present. This includes excessive keyword embedding in your titles, text, URLs, images, and links. Unfortunately, or fortunately, this tactic is only a carrier in the short term and will do more harm than good SEO to your site.
In the beginning, Google looked at the density of your keywords, without taking care of their context of use. Today, with the artificial intelligence of RankBrain, he understands your texts much better, but not as a true reader.
The best practice is to integrate your keywords strategically and naturally. If you want to optimize your SEO on the expression ‘ Calgary Zoo’, talk about its context: its location, the different types of animals, the species, family programs. If you simply quote your keyword ‘Best Zoo in Alberta’ on a page dealing with personal branding, your efforts to position yourself on the ‘Best Zoo in Alberta’ will be in vain.
The goal is not to be visible at the top of all keywords. On the other hand, think of optimizing your relevance on the topics sought by the readers that you want to attract on your page.
Where to place your keywords to optimize your SEO?
The use of your keywords is still part of Google’s algorithm. Effective techniques will help you create consistent, well-optimized pages for top engines. Here are different places to use your keywords to maximize your SEO:
- Title tag: Try to use it as early as possible in your page title.
- Title <h1>: Use your keyword or a very close phrase in your content title. Generally, I resume a summary of my title tag. This is consistent for the user and is not perceived as repetitive.
- Content: Repeat your key phrase 2 or 3 times in the content of your page. Remember to repeat it in your first paragraph. If your content is long enough, do not hesitate to use synonyms.
- Pictures: Take your word back into the file name of your first image and indicate it in its ALT tag. This tag (attribute) is the text displayed when the image does not appear and it is read orally to describe the image to the visually impaired. It’s also what Google understands about your image.
- URL: This is the address of your page on the internet. Typically, we find your keyword in the name of your file (www.your-site / keyword.html).
- Tag description: This one is no longer taken into account by Google for your SEO. But it encourages the click as it attracts the attention of the user and enhances your credibility compared to the research carried out. If the user understands your expression, he/she will be more likely to click and thus get into the results.
In general, avoid using your exact keyword in the anchor links that lead to other pages. This would dilute your SEO on Google. The engine will not know which page to display when one looks for a referenced word on a page and that it makes a link towards another page starting from the same keyword.
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