Once your small business has determined what keywords to target through keyword research, your next goal is to make sure your website is optimized for these keywords. Otherwise, you won’t get the most out of your link building and PPC campaigns. In this post, we’re going to look at the best ways to make sure your website is properly keyword optimized so that the right pages rank for the right keywords.
Matching the Appropriate Keywords to Your Website’s Pages
Chances are during your keyword research, you ended up with about 5 – 10 main keyword phrases that you want to target. For example, a digital marketing agency may discover the following keywords and match them as follows.
Once you have done this exercise, you should have listed the top keywords for your homepage and main pages on your website. List the keywords in the order of preference, ie. the first keyword should be the main one you want to target on each page.
Now you will go through your homepage and the main pages on your website to optimize them for the related keyword as follows.
The title tag is one of the most important elements of optimizing a page on your website for a particular keyword. Title tags should be 70 characters or less – any characters past 70 will be cut off in search results.
While the meta description doesn’t help with keyword rankings, it does show up (in most cases) beneath the title of your website and the link in search results. If someone has searched for a keyword phrase that appears in the meta description, it will be bolded. This will help your website stand out. Consider the meta description (up to 160 characters) your chance to convince people to click on your link in search results.
If possible, try to set up your website with a URL structure that uses keywords. The URL yourcompany.com/digital-marketing/ is more likely to help with search rankings than the URL yourcompany.com/?p=123.
You can use header tags (H2, H3, H4) in the content on each page to break up text and emphasize particular keyword phrases. For example, if you have a main services page for your digital marketing company, you could use H2 or H3 tags to create a header for each of your main services. Then include a short description of each service and a link to the page for that service.
Internal links are links within your content to other pages on your website. You can use specific keyword anchor text to help optimize these internal links for specific keyword phrases you are targeting. On the same services page example, you could have summery text about each of your services, then a line that reads “Learn more about our social media marketing services.” By linking social media marketing services to your social media marketing services page, you will have a perfectly keyword optimized internal link.
SEO for Images
Having at least one image on each page of your website can help your page rank for particular keyword phrases. As an added bonus, that image can also rank well in Google Image search which can be another huge traffic generator.
To ensure your image will rank well for particular keywords, simply use those keywords in the filename of your image as well as in the ALT text when you add the image to your page. The image on your social media marketing services page should have the filename social-media-marketing-services.png and the ALT tag in the HTML code should include social media marketing services.
Your main goal should be to make your text enjoyable and informative for people. That said, you should mention your targeted keyword phrases throughout the text in a natural way. Aim to mention it at least once, preferably in the first paragraph of the page.
Avoid Over Optimization
Google likes pages that are optimized for viewers, not search bots. Make sure that any keyword optimization you do (title tags, meta descriptions, headers, internal links, etc.) flow naturally for visitors to read. Avoid stuffing keywords left and right to the point it makes your content not friendly for readers.
Local Search Optimization
If you have a local business with one or more physical locations, you will also want to optimize your website for local search. For starters, you will want to incorporate your location into your keyword phrases. So instead of just digital marketing company, you could add your city to make it digital marketing company london.
Next, you will want to help your website rank in the local search section of Google. If you have one location, just add your street address and local phone number (not a 800 number) in text format on each page throughout your website. Most do this in the footer. Also create a contact us page with that information and preferably a Google map.
If you have more than one location, create individual pages on your website for each location that includes the street address and local phone number.
The earlier mentioned on-site optimization elements (title tags, meta descriptions, etc.) should also be applied to content on your website such as blog posts, press releases, and articles. You can expand your keyword research to include longer keyword phrases in order to receive more visibility within search. For a company that offers social media marketing services, they may want to also rank for Facebook marketing, Twitter marketing, and similar keywords. This way, they will attract customers interested in social media marketing.
Social Profile Optimization
Some would consider your social profiles as off-site optimization, but they are important in terms of optimizing your own online properties to be discovered for particular keywords. The keys to social profile optimization are as follows.
- Use your real name or business name as the name / username for your social profiles.
- Use your main keyword phrases in the tagline, bio, description, introduction, and about information for your social profiles.
- Use your real name or business name as the filename of the image you upload for your profile photos. Use keyword phrase in the images that you upload to your photo albums and wall posts.
- Use keyword phrases (when appropriate) in status updates.
Once you have done all of the above, you will be well on your way to being discovered in search engines for your desired keywords!