It has been estimated that 70% of all business transactions begin with a search. Even if that is 50% correct, that means over a third of business transaction begin with some type of search function. Clearly, coordinating all effort toward appealing to those searches is necessary to drive business to your website. Logically then, it follows that doing so is a matter of knowing what people are searching for. From my previous post we know that finding out what search terms (i.e. keywords) need to be targeted isn’t a matter of simply guessing. So how do you employ them to get people to find your site? Include them in the right areas of your site in the right proportions. Here’s how:
Domain Name – admittedly using a keyword or a combination of keywords in your domain name is not often an option, however, doing so on landing sites IS almost always an option. More about this in a later post. Suffice it to say for now that this can make a huge difference in how search engines rank your site.
Metatags – “Meta” information is simply user-defined data that is added to your site specifically for the search engines. It is, for the most part, unseen by visitors to your site and should be crafted using keywords. It’s important to mention, however, that not all search engines even use metatags in their ranking algorithms. So it’s still valuable to include your keywords in your metatags, just know that certain search engines – Google especially – will ignore the data.
Site Title – This is the name that appears in top of your browser. Often you’ll see website titles like “home” or “welcome” or some other name that lacks keywords. Including a keyword or multiple keywords in your site title can make a big difference in your site rankings.
Anchor text of Links – For sake of simplicity, let’s divide the links on your website into 3 parts: the name of the link, the string of characters that says where the text goes, and the tool tip for the link (the anchor text). The tool tip is text that shows up when you hover your mouse pointer over the link. Make sure your anchor text includes your keywords
H1 & H2 Headers – These are the titles of your articles and or sub-articles. Resist the urge to title the different articles on your site with catchy or nifty titles – unless they include your keywords.
Content – I talked about how keywords should be used in your content in a few of my previous posts, but for the most part using your keywords 2 to 3 times within the first 150 words is a good starting point. Additionally, keeping your keyword usage within 2% to 5% of your total word count generally works out best.