I know this is boring stuff to many. Most people don’t want to keep hearing about keywords. But, they are still an important element of search ranking. Because of this, it’s good to keep up with what’s going on and hear reminders of what you should be doing to gain search engine visibility and ranking.
Below are three strategies to keep in mind and implement in your content marketing.
1. You should have a relevant keyword in your URL (domain name).
I just went over this with a writing client who I created a website for. His first thought was to make the URL and the website title of the site the name of one of his books.
The site is to be his author site and have information on multiple books that are currently in the process of being written and published.
I’ll use “Pete and Joe” as an example of what he wanted his URL and title to be. This would have been a huge mistake for two critical reasons:
A. The URL wouldn’t have any relevant keyword at all. In other words, it wouldn’t reflect the genre he writes in. It wouldn’t even reflect that the site is about books.
B. The URL and title wouldn’t effectively reflect what the site is about.
One of the first places search engines look, in order to get the gist of what your site is about, is the URL. Because the URL is the very first thing you do to create a website, it needs to be done right.
URLs hold weight. And, depending on where the keyword is within the URL will determine how much search weight.
It’s best to have the keyword at the beginning of the URL.
Example: A site is about using animation as part of an inbound marketing strategy. So, the URL should have “animation” at the beginning:
Animation and Inbound Marketing
Animation Boosts Conversion
Animation and Conversion through Inbound Marketing
In regard to separating the words in your URL, it’s suggested that the best format is using a hyphen between words. Search engines easily recognize this format.
Finally, the closer your URL keyword is to a search query, the more ranking power it will have.
TIP: Shorter URLs are easier for visitors to remember and type.
2. A relevant keyword should be included in your website title.
Along with the URL, a website title is another ‘first place’ a search engine will look at to determine how to categorize and index a site.
Keep your site title relevant to the site’s content and have it keyword effective. Your domain name (URL) and site title should quickly tell what your site is about.
While your URL doesn’t have to be exactly the same as the title, you should use similar keywords. This will help keep the ‘intent’ of the site crystal clear.
3. Keywords in your headings also hold ranking weight.
Using headings, H1, H2, and so on, provide extra search engine ‘grabbing attention’ than regular text does. The weight power is highest at H1, less at H2, and so on.
This goes for bolding, italicizing, and underlining text within your content. Even, using larger font within your content adds a bit more weight than regular text.
While these three tips are not new, they are essential to your content writing and marketing. And, as with my client, there are still those out there who need this information.
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