Optimize Your Pages Around Primary Keywords
If you search for Upstate New York startup investors, your intention is likely to find a group of startup investors in Upstate New York, like the Eastern New York Angels (ENYA) or other resources in Upstate that provide information on investors for startups. Google won’t just return exact matches of what you search for. Google tries to understand what you’re actually looking for, searches all related pages and shows you the results it deems most helpful.
As Inbound Marketers, it’s our job to create content with natural language using variations of your target keywords like “upstate New York startups” and “startups in upstate New York.” You don’t have to use the exact phrase each time. When you create your Content Strategy, you should explore creating content with related keywords like, “resources for upstate New York startups.”
Once you create awesome content, it’s time to optimize your page so your stories can best be found online. Each page you create should be optimized around a primary keyword. You’ll want to make sure that the keyword you choose for each page is a description of what that specific page is all about. This is what tells a search engine what the purpose of the page is so it knows how to best index it.
This is where having a strategy in place during your website redesign or blogging efforts comes in handy. It’s advised that each page have it’s own unique primary keyword. Here are some best practices for optimizing your website pages with keywords.
Step 1 - Add the Keyword to the Page Title
The page title is what shows in the browser tab for the page, and also as the link to the page in search results.
Tip. If there’s space in your page title, you can also use a pipe: Primary Keyword | Company Name (Create Facebook Tabs and Apps with Woobox | Peacock Media)
Step 2: Add Primary Keyword to the URL
This can be seen on the page and in search results. If you’re using a long-tail keyword, use dashes ( - ) in between each word.
Tip. If you’re editing a live page, any change you make to the URL will create a new page, so it’s important to set up a 301 Redirect that will direct the old URL to the new one. This automatically send people to the right page. Doing this will save all of your SEO history and will make sure you don’t break any links to the old page resulting is a 401 Error.
Step 3: Add Keyword to Page Header and Content
Use the keyword naturally throughout the page. If there are any images on the page, use the keyword in the alt-text.
Tip. Search engines can’t read images, so alt-text allows search engines understand what that image is about. This also allows that image to get found in image search.
Step 4: Add Keyword to Meta Description
A meta description is a short summary below the link to your page in search results. Each page should have a unique meta description no more than 140 characters.
Tip. While adding a keyword in your meta description doesn’t direct impact SEO, optimizing it can improve the rate of people clicking through to your page because you are supporting what content the person is about to read.