Keyword Optimization

Keyword Optimization: Know what you’re doing

Despite the major search engine’s (i.e. Google, Bing & Yahoo) continued evolution of more and more complex algorithms, content still remains as a major player for Search Engine Optimization (SEO). What does this mean for your business? That every page of your website; whether it is a blog, eCommerce or static website should be analyzed for keyword optimization, specifically, keywords in meta-tags, keyword density, page focus and user functionality/readability. While existing content should be analyzed and optimized, new fresh content should be created weekly, if not daily, following the same guidelines.

Despite their recent downgrade of importance with major search engine algorithms, using keyword optimization keyphrases in your meta-tags is still the best practice and should be followed. This does not mean that you should go stuff keywords in the meta-tags and wait for traffic to come in. Rather use them legitimately and follow these basic SEO rules. On-page tags such as image alt tags and title tags should also be filled. If you have a blog make sure you use the tag function because there is recent evidence that these are of growing importance.

Keyword density and page focus go hand in hand. Each page of your website should be focused around no more than two keywords or phrases. More than two and your content becomes diluted and search engines will have a hard time categorizing your website which will result in poor rankings for your desired keywords. You should be careful not to repeat the same keyphrase over and over again.  A good rule is 5 times per 300 words. You should use supporting words and synonyms that go along with the the subject. H1 and h2 tags should also be used, but no more than one each per page and they should be very similar to your meta-tags.

While search engines may not be able to truly experience your website’s feel and function, they do take in account navigation and text to code ratio (more text, less code is best). These two aspects will also directly affect the human user’s experience.  Less code means a faster website and a more logical user-friendly navigation.  People will be able to view and peruse your site easily.

There are many factors that come into play when making your website  search engine friendly through keyword optimization. Optimized content has withstood the test of time and has even grown in importance. Ensuring that your new and existing website content follows these rules will go a long way in your internet marketing efforts.