As soon as you have created a list of relevant keywords, you can start planning how to implement them into your site structure. For each and every page in your site you should be looking to optimize for no more than four or five keywords as a maximum. Using too many keywords can (and most probably will) have a bad effect on your Google ranking. Your keywords and how you use them is how you tell search engines what your site is actually about.
Here are 7 important ways in which you should use your keywords:
- Meta description. While not crucial for Google rankings, they are very important in gaining user click-through from SERPs (search engine result pages). These short paragraphs are your opportunity to advertise content to prospects and let them know exactly what your page has with regard to what they are searching for.
- Keywords meta tags. They have never been a reliable way to gain a top ranking on Google. Perhaps the most important feature they offer is the ability to control to some degree how your pages are described by Google. What’s more, they offer the ability to prevent your pages from being indexed at all. Keep in mind, this tag has lost prominence over time, but it does not hurt to use it properly.
- Title tags. This is the tag that Google shows your prospects on their results pages. You can find it in the top left hand corner of the Google too. Make sure it includes your most important keywords. This tag is considered to be quite important, but it is often overlooked.
- Header tags. They are mainly used to highlight both the titles and subtitles in your site copy. By placing your main keywords in the header tag you are telling Google that the keyword is relevant to your copy. You have to use your main keyword in header 1 tags and secondary keywords in header 2 and header 3 tags.
- Anchor text. Google uses the visible, clickable text in a hyperlink to help determine the subject matter of the linked-to page. For example, a backlink saying “Buy Content Online” is much better than “Source,” because this tells Google nothing about the webpage that is linking to. And if many links point to a webpage with the relevant keywords in their anchor text, that webpage has a strong chance of ranking well.
- Content. Providing Google with good and unique content is unquestionably vital to success of your business. On the other hand, it’s still essential to implement the main keywords placed properly throughout the site to get a page one Google ranking for a relevant keyword. General rule of thumb says that you have to implement your main keyword in the first sentence of the content on your site and in the last sentence of your content. Just remember, go for a liberal keyword distribution throughout (one keyword per 150 words). You should not overstuff your content with relevant keywords, as the content is for your prospects, not only search engines. Therefore, getting a right balance is very important.
- Backlinks. Backlinks, or inbound links (as they are sometimes referred to) from other sites to your site are counted as votes. In other words, an inbound link is like an editorial vote for the website being back-linked to. So, the more inbound links you get, that means more website owners and other Internet users are finding your content relevant and they are voting for it via inbound links. However, in search engines’ world not all backlinks are created equal. The main reason for this is to prevent the search engines being manipulated by low quality sites or linking to each other to get top rankings. So, the very first step in building links is to find websites from which you can get high quality links. What’s more, it is important that the text of the backlink include the keyword you are focusing on.
Keep in mind that these tips are listed in no particular order. On the other hand, some methods have much more impact on search engine optimization than others. The truth is that search engines are constantly changing its algorithm.