Professional SEO: Much More Than Just Keywords
Instead of targeting search engines by stuffing your website with page after optimized page of keywords, the real goal is to use compelling content that elicits a favorable reaction from your readers. That’s what drives your website lead generation.
But keywords alone aren’t enough to please search engines and to convert site visitors into prospects, leads and customers.
Your keywords only gain sway with search engines when they are linked to sources that are both authoritative and relevant.
As in all relationships, there are plenty of players and spammers to whom it’s just a big numbers game where quantity trumps quality. Search engines don’t like to be exploited anymore than people do and are highly efficient at weeding out the rule-breakers.
But pleasing the search engines is only one component of what you’re actually trying to accomplish.
By utilizing professional SEO, you’re reaching out with compelling content and link attraction strategies that are trusted and authoritative. You’re creating relationships that are converting site visitors into clients and that generates revenue and profits.
Ideally, your content is telling the search engines that you hold the most relevant solution of what your people are searching for.
- Title- Your keywords should appear somewhere in the title and in the subtitle if available. The goal is is to reflect back the language that your readers used in their search. The title should be less than 72 characters to insure that the full title appears in the search result.
- Meta-Description- The meta description usually consists of a snippet of your content that appears in the search result below the title. This is where you must reassure the searcher that your content has the answers they’re looking for. Keep it under 165 characters so the full description is visible.
- Content- For SEO purposes, your content should be on-topic and stick to the subject matter of the keyword phrases. If your content is too brief it may have a harder time ranking, so a content body length of at least 300 words is recommended.
- Keyword Frequency- This is the number of times your targeted keyword appears on the page. Don’t confuse it with keyword density which is the ratio of those keywords to the rest of the words on the page. Too much density can make Google suspicious, so don’t just mindlessly repeat keywords.
- Linking Out- Search engines want to know if you’re sufficiently connected with other pages and content, so linking out matters in SEO. Rules of thumb include: linking to relevant content early in the body copy, linking to relevant pages every 120 words of content, linking to relevant interior pages on your site, linking with naturally relevant anchor text.
Simply packing your copy with keywords is not enough to build the kind of relationship necessary to win your readers over.
Professional SEO never forgets that the target audience is people using search engines and seeks to answer their primary needs as well as the search engine’s needs.