Start Adding Keywords to Your Site
When optimizing your site for new keywords, you need to include those keywords on your site. (Duh, right?) Here are some of the most important places for keyword optimization on your website
- Headings and Content
- Image file names
If you haven’t optimized these sections of your site in the past, you have some work to do — but make your life easier by starting on the pages that get the most traffic. Then, as you create more pages, be sure to optimize as you go.
Titles are shown in the browser tab and search results, and have a direct impact on searcher clickthrough rates (CTRs) and search rankings. When writing a title, try to keep it below about 65 characters, and include one of your target keywords or phrases so it’s easier for searchers to identify that your results are relevant to other query.
Descriptions are also shown in search results and can help increase CTR — but remember that nowadays, they don’t have a direct impact on rankings. They exist to tell searchers why they should click on your result. Use one of your target keywords or phrases in your meta description so they know your content is relevant to their query, but make it attractive to the viewer, too. This is great real estate for selling the benefits of clicking through to that page’s content.
Headings and Content
It’s important to do keyword optimization in your headings and content, as visitors are much more likely to stay on a page if they can see the terms they had searched for on it. However, it’s critical you use these keywords naturally — so write for readers first, not search engines.
Using keywords in your content is also used by Google as a ranking factor, so doing this can help improve your SERP placement. Although you should include keywords in multiple locations across your site, you should also avoid over-using keywords for the sake of SEO. If they’re used too frequently, it can appear manipulative and result in your site being demoted in search results. And hey, no one wants to read content like that, anyway.
Image Titles and Alt Text
You can also look at including keywords in a natural way in your image titles and alt text. This seems minor — and it isn’t going to impact your search rankings as much as other things on this list — but it helps Google find your site in image searches, improves accessibililty for people with poor vision using screen readers, and is also used as a minor search ranking factor.
Again, rather than adding keywords to image titles and alt text for the sake of SEO, try and be as accurate and descriptive as possible with your images.
It’s a good idea to include keywords in your URL if they accurately describe the page contents. This is particularly important for businesses that do a lot of blogging — there’s a huge opportunity to optimize your URLs on every post you publish, as every post lives on its own unique URL. But beware- search engines will penalize exact match domains that are keyword stuffed.