Never ever stuff your web pages with keywords
This is basic advice these days, when Google and other search engines only rank quality copywriting on websites – not junk written specifically to rank high in keywords and keyword phrases. Long gone are the days where you could leverage this old hack! But it’s worth mentioning here to reinforce the importance of writing for the reader first, and search engines second.
A simple process for integrating keywords into web text
Placing keywords is an art, and their usage in website text is still important in getting search engines to notice you. Create a simple procedure for yourself, so that your approach is mapped out – then you won’t struggle every time you create web copy. Keep left brain and right brain decisions separate to start with. Tweak the keywords later and don’t worry about trying to insert them early on in the text. This is how to avoid writing clunky, boring web text that no one wants to read (even robots).
- Ask yourself: what problems might your target readers be trying to solve? Find a list of at least 10 keywords – both short and long phrases or tails – so that your copywriting can be of service to help solve those problems.
- Further to the above point: check popular online forums (e.g. Quora) where readers are trying to find solutions to their problems. Search for your service-related topics. Note what keywords these people are typing into their questions and make a list of possible keywords from this. It won’t take long at all and is the best research you can do.
- Don’t make your keywords the same for every page. Feature one or two unique keywords per page that work intelligently with the text.
- The title tag on your web page should include your keyword.
- The first sentence of the first paragraph should include your keyword.
- Mention your keyword 2-3 times in the next 3 sentences.
- Out of every 100 words of text on your web page, aim to include your keyword at least 3 times (but not more than 7).
Do you need to purchase Google ads or Pay Per Click (PPC)?
This is still a hotly debated topic in the marketing world, and it’s worthwhile and quite interesting to read up on the latest thoughts and trends around PPC (which is not so black and white as it may seem). If you’re interested to get a quick understanding, I found a short, but relevant, article here.
While this was a short post on keyword usage, it gives a simple, logical process to follow when you sit down to write for your website. There’s been a lot of flap and bother about keywords in the marketing world in recent months, but just aim to keep keyword usage relevant and targeted. Always look at writing web text that specifically addresses your readers’ problems and offers tangible solutions. Then you can’t fail.
Do let me know if this post has helped to solve any of your queries around keyword usage. I value your feedback.