Once upon a time, you just had to put your keywords into your content multiple times and you would get yourself ranked highly in the search engines. People were stuffing content to the point where it didn’t even make sense. But that was okay in the eyes of the search engines.
Now you need a little more finesse.
Keyword use isn’t completely dead, but it has changed considerably. Now you need to avoid including phrases a certain amount of times and long-tail phrases are much better.
But what does this mean for you? Just where do you need to put your keywords into your content? Let’s take a look at the answers.
Include Keywords in Your Blog Post/Page Title
Before you do anything, make sure that your blog post or page has the keyword within the title. This should be at the front of the title, but anywhere in there is better than not having it at all.
Yes, this can be a little tricky. There are times that the engaging and compelling title doesn’t work that well with the keyword phrase. You need to rethink your title and create something that is worth clicking.
Every page needs to have the keywords in the title. Don’t think that just because it’s a home page that you can avoid the title or your contact page will get away with nothing. Find a way to include your keyword phrases in.
Use Subheadings With Your Keywords
Now it’s time to look at the on-page content. Subheadings are important. These are usually H2 or H3 headings and will help to separate the content for your reader. Most people will skim read, and the headings allow for that to happen easily.
Your headings will need to have keywords here and there. Not all your headings need the keywords, but include them in at least one subheading on your blog post.
In the others, you can use variations of your keyword phrases to avoid adding the phrases in too much. This will also help to rank your content for the variety of phrases that people tend to use when searching for something.
For example, if you’re writing a review for a product and your keyword is “[product name] review,” you can then use “review for [product name]” or “[product name] opinions.”
Make sure that the keywords fit into your subheadings naturally. They should be easy for humans to read.
Include Keywords Into Your Page Content
Now it comes to the content on the screen. You should still include your keywords here, but not as much as you once would have.
Start by including the keyword in the first and last paragraph. These are important as they’re the ones that people are more likely to read! The first paragraph is also a powerful element for search engines.
From there, you can throw the keywords in naturally throughout the piece. Don’t forget to create variations of your keyword and think about synonyms for some of your content.
If you write about car insurance, you can use terms like “auto coverage” and “auto insurance” as well. This helps to connect with people using those terms and avoids keyword stuffing.
Don’t feel pressured into forcing the keywords anywhere. When you write for your audience, the words will flow effortlessly.
Remember Your Meta Description
You should always have a meta description for your content. This is the little extract that usually sits in the search engine results and tells your reader what they can get from the content. It can also be used in social media excerpts to help encourage people to click.
The meta description needs to have the keyword phrase in once. You can use an alternative version if you’d like, but you really only have 160 characters. Focus on giving a compelling description to get people to content with the one instance of the keyword or phrase.
Creating excellent meta descriptions will take some practise. It is worth it when you master it though!
You’ll also need to add something to the description of your images and videos on your page. These are crawled by the search engines, even if nobody else sees them.
Don’t Forget About the Alt Text
While we mention images, it’s important to touch on the alt text within them. One your image editor, you will notice a little box that says “alt text.” This is where you can add your keyword phrase.
The humans don’t tend to see this content. This is mainly for the search engines to tell them what the topic of the page is about linked to the image. Search engines will rank the images within a different part of their results. With good on-page SEO here, you will find that you rank easily and get more views.
Make sure the title of your image and the alt text are different. You can have slightly different variations of the two.
Now it’s time to plan out how you’re going to use your keyword phrases. SEO is not dead, but it has changed. By following the above rules, you will find that you rank better on Google and other search engines. People will find you and enjoy your content, because they can actually understand it! Your content is shared by them, which improves your ranking with the search engines further!