Want Free Search Engine Traffic? Choose the Correct Keywords!

If content is king, make your keywords your servants! It’s pretty simple; good keywords bring lots of traffic, bad ones don’t. If you want that free search engine traffic, the first thing you need to do is to find out what exactly it is that people are searching for in the area that you are interested in. Then you pick key words that relate to your topic of interest, and that people are really searching for. You can have the best content in the world, but if you optimize for the wrong keywords you still won’t get that sought after traffic.

For example, let’s assume I am going to build a site about water heaters, and I want people to come to my site. I need to find out what kind of information about water heaters that people are looking for so I can build pages optimized for the keywords that people are really using.

The first thing I do is go to a keyword tool to do my keyword research. There are a number of keyword tools online, my favorite is Wordtracker. Others include KeywordDiscovery, and the Google AdWords suggestion tool There is simply no substitute for doing your keyword research. With these tools you can put in a seed word or phrase, and the tools will provide you with lists of related keywords and keyword phrases that are searched for, and how many times per month they are searched for. Using these tools there are ways to estimate the size of the market for products and services, ways to optimize you web pages, find new niche markets, and much more.

With Wordtracker I find quickly that many more people search for "tankless water heater" than search for water heater…which surprises me. Nearly as many people search for "hot water heater" as search for "water heater". Wordtracker also informs me that there are far fewer websites trying to be ranked high for "hot water heater" than for "water heater". Ah-Ha! I’ll be sure to optimize a few pages for "hot water heater". In fact, I find that the terms "tankless water heater", "tankless hot water heater", "tankless water heaters", "electric tankless water heaters", and "tankless heaters" all have more people searching for them than "water heater".

Single word keywords are very difficult to get high rankings for, so it’s wise to shoot for longer keyword phrases. Three and four word phrases are what I use most often.

After finding out what information people are looking for, and what keywords they are using to find that information, you can build the appropriate pages and optimize them for those keywords that have significant traffic searching for them.

Now that we have our keyword list and we are ready to build our pages, where do we put the keywords?

The first and probably one of the most important places to have your keywords are in the title tag. This is one of the tags in the head section of the html code of your web page and lists the title that is displayed in the web browser. Internet Explorer displays this tag in the top bar of the browser window. It’s very important that you always write for humans. The search engines are getting smarter and smarter, and they are looking for sites optimized for humans, not search engines.

Get some of your keywords into the keyword meta tag, not crucial but it won’t hurt.

Make sure you have some keywords in your Alt tags for your images…don’t overdo it though. Write it for humans, but try to work a few keywords in if you can. Alt tags are displayed as a popup when you pass your mouse over an image.

The Description Meta Tag is still a valuable place to use your keywords. Many search engines will look at the description Meta tag for keywords to compare against your body copy. Yahoo uses your description tag as the description of your site in their listings. Consider the description tag just like it is named, a concise description of your site. Keep under 50 words.

Your body copy is obviously a very important place for placement of your keywords. Remember, write for humans. If your keywords don’t appear in your body copy, you won’t place high in the search engine results for those keywords. Work your keyword into the text appropriately. Select one or two keywords and make the page specifically about those keywords.

Use your keywords appropriately for humans on your site where you can. This will increase your search engine effectiveness.

source: Entireweb

In today’s online world search engine rankings can make your business succeed, and while rankings in Yahoo and MSN are very valuable, their combined market value is still less than that of Google. This makes achieving top rankings in Google that much more important.

In this three-part series on How to Optimize for Google we will touch on a number of important aspects for top Google rankings including website optimization, links, Google Webmaster tools, and a number of other considerations.

The focus of Part 1 will be with on page website optimization.

THE RIGHT KEYWORDS
This article is not about keyword research so I will not spend too much time on this topic, however, I felt it was important to at least brush on this slightly. If you are interested in reading more, please see Keyword Research for Organic SEO.

Make sure that your targets are achievable. If you select the wrong keywords, it can make your entire optimization experience essentially a waste. Choose keywords that are attainable but yet still provide a reasonable search frequency for your industry. Your phrase selection should also be targeted to bring qualified traffic to your site.

Using the hotel industry as an example, targeting the word "hotel" would make very little sense but by narrowing it down to "Victoria BC hotel" you now have less competition, and a more qualified audience. Keep your targets in perspective and go after the obtainable rankings.

WEBSITE OPTIMIZATION
There are many on-site factors that play a role in your search engine rankings. Here are a number of those factors and what you can do to increase your chances of success.

Title Tag
The title tag plays one of the most important roles in search results at Google, and is almost always the heading Google chooses for each of its listings. Placement of your target phrase is best used near the start of the tag and repeated again in the middle or near the end. Three uses of your target phrase may be helpful in some instances, as long as it is not too overwhelming. For best results each page on your site should have a totally unique title tag.

It is also important to remember that because Google will use this title as the main heading for your listing, you will want to keep it attractive to potential searchers. Try to also add a call to action, or other wording to help make your listing appear attractive to searchers.

To help illustrate the fact Google takes this tag into consideration, simply do a search for your target phrase and take a look at the titles of the top 10. I tried a search for a rather broad term "hotel" and saw that all 10/10 listings had it in the title tag, and 6/10 had it as the very first word. A quick scan showed that the entire top 30 either had the word hotel, or hotels in their title tags.

If you do only one thing to your website, make sure that all your title tags are relevant, unique, and contain your target phrase for each page.

Meta Description Tag
The Meta Description tag is still occasionally used by Google as the description which appears in the search results themselves. While this used to be a more common practice Google tends to use it most often on sites with very limited content, or those which are flash based. I have seen it still used for content rich sites, however this is less common.

The Meta Description tag still has an impact on search rankings. Your best bet when using this tag is to keep it short and sweet with your target phrase close to the start and not repeated more than 3 times. Like the title tag, each page on your site should have its own unique description tag.

Meta Keyword Tag
When it comes to Google this tag is useless, and won’t influence your rankings. There is some speculation as to whether a spammy keyword tag can however, have a negative effect on Google rankings. As a result, if you do utilize a keyword Meta tag for the smaller engines, it is best to keep it clean and play it safe.

Density
Keyword density plays a role in overall rankings; however, it is not as cut and dry as it once was. Once upon a time there was a magic number that when used could almost guarantee top rankings.

This is no longer the case. Today the ideal density varies from industry to industry, phrase to phrase. To find out what density you should aim for, take the top 10 or 20 search results and see what percentage those sites are using. In most cases you will find that the majority of these sites have a very similar density to one another, and this average density is a good estimation of what you should aim for.

Body Text and Keyword Placement
The location of relevant text on your site will help establish the overall importance of your target phrase. While you do not want to overwhelm the engines and site visitors with a bombardment of target phrases at the top of the page, try to sprinkle in some instances as close to the top of the page as possible.

Synonyms
Be sure to include various synonyms for your target phrases within your body text on your site. Google will use these synonyms to tie in the overall relevance of the page for your main target phrases, which in turn can improve your odds.

To find possible synonyms you can use a thesaurus, but the best way is to search Google itself and see exactly what they consider to be similar. Simply search in Google for your target phrase preceded with a tilde, such as "~hotels". Next scan through the search results for any text Google has bolded. These are all words that Google considers to be related. Using the "~hotels" example Google brings up phrases such as ‘travel’, ‘tourism’, ‘accommodation’, as well as various hotel chain names such as ‘Hilton Hotels’.

Keywords in Domain
There is still some speculation if having a target phrase as part of your top level domain (TLD) is of use to search rankings. From my experience, yes, there is value here, although, nothing like it was several years ago.

If you are starting off in the online world and are contemplating which domain to go for, consider one that uses your target phrase, assuming that it is both relevant to your business name, and uses no more than a single hyphen. While multiple hyphens in a domain can be successful, they are very common with highly spammy websites, so it is best to not take that route if possible.

While having a keyword located within your domain can provide some ranking juice, I would not suggest heading out and doing a domain swap. In most cases you would be better off working on your existing site than starting from scratch with a new domain.

Keywords in page specific URL
Using keywords for specific page URL’s can also help add a little bit of value to your site, providing you use them responsibly. Consider using a keyword as a directory name and as part of a file name where it naturally makes sense to do so. If you have a website that focuses on tourism and includes local hotel listings, you may want to consider the following structure for your page on the Hilton:

MyTourismSite.com/Victoria/Accommodations/Hotels/Hilton.html

Heading Tags
Placement of target phrases within heading tags helps to establish the importance of those given phrases. That said do not over do it, or abuse it. Only place target phrases within a heading tag if it makes sense to do so, and don’t flood a page with numerous tags. Heading tags are not as critical as they once were, but still a good contribution to a well optimized page.

Link Anchor text
This is the actual text you clíck on as part of a link. When full or partial target phrases are used within your text links they help pass on some value to the linked page for those phrases. This is also true when considering surrounding text. When the content around the link is also relevant, the link holds slightly more value.

While a link that simply states "clíck here" or "www.domainname.com" does have its place, they provide considerably less value than a link that would use "discount hotels" as its anchor.

Image Alt Text
While image alt text still plays a minor role, its biggest part is within the use of image based navigation. If you have an image linked to another page, the alt text will be attributed much the same way as standard link anchor text is.

Image Alt text should always be short and to the point and should accurately describe either the image itself, or the page the image is linking to. Do not use alt tags as a place to stuff keywords.

Inline Links
These are links that are found mid sentence or mid paragraph as opposed to a simple listing of links as found in a menu or possibly on a sitemap. Links found mid paragraph tend to pass on a little more value from the surrounding text and can provide more relevance to the linked page.

Site Navigation
It is absolutely imperative that your website be fully spiderable by the search engines. This may seem obvious, but often webmasters overlook Google’s ability to crawl a website. Google has become very advanced in what links it can follow and how it can spider a website, but there are still some things that can cause significant roadblocks.

- Flash: One of the most commonly made mistakes is the use of flash. If flash is used as a sole means of site navigation then you can count on Google not viewing your internal pages, and having a significant disadvantage in terms of site rankings.

- Java Script / DHTML: These days most Java Script and even DHTML menus can be spidered by Google, however, this is not always the case. If your site utilizes any kind of fancy navigation and you are wondering why Google has not indexed your internal pages, check out Google’s Cached Text version of your page. If you do not see any text links, then your navigation may be invisible to Google.

- Images: Image based navigation has been safe for many years now, but if your site uses this form of navigation it is essential to have brief, relevant alt text on all your buttons. This alt text will act much like standard anchor text for text based links. This is not only for the purpose of search ranking value, but take a look at Google’s cached text version of your page. If you have image based links that do not have alt text, those links do not appear. This doesn’t mean Google won’t follow them, but for anyone viewing your site on a text based browser, your links will be invisible to them.

URL Structure
Avoid long elaborate URL’s with extraneous characters. While Google has reached a point where they can index massive URL strings, it is best to avoid them if at all possible. For dynamic sites consider utilizing mod rewrites to significantly clean up the URL to not only make it more search engine friendly, but more user friendly as well.

MyTourismSite.com/?locid="victoria"&catid="accommodations"&type="hotel"&comp="hilton"

stands a better chance if cleaned up to read:

MyTourismSite.com/victoria/accommodations/hotels/hilton.htm

SUMMARY
Basic website optimization is a critical component for successful placement in Google but is only part of the overall picture. Stay tuned for "How to Optimize for Google - Part 2 of 3" where we will discuss Links and Google Webmaster Tools.

source: SiteProNews, By Scott Van Achte, Senior SEO, StepForth (c) 2008