Optimising Site Text
12:08 on Wed, 15 Jul 2009 | SEO | 0 Comments
Welcome to yet another instalment of Pete’s SEO Corner. In the last two articles, we covered the importance of optimising the title tags and the merits of having an exact match domain name. This month, we will continue to look at optimising your site for keywords.
As you will know, in order to rank in the Google SERPs (Search Engine Ranking Pages), you basically need to let Google know that your particular site or webpage is highly relevant to the particular search term you are targeting. So, if we use the analogy of books in a library, the URL of a site would be the name on the book’s cover while the title tag would be the chapter names.
Picture books never fail to amuse
Another big factor is content. Without it, your site would have a hard time ranking. So imagine if Google found your book and leafed through the pages to find your chapter only to be presented with a blank page with some doodles in a corner (Google isn’t advanced enough yet to interpret images fully), it would think that your page is less relevant than other pages on the web.
So is it enough to just slap on some content on a page? In a word, no. While content is important, there are some things you can do to help Google along the way.
The first is putting your keywords in the H1 and H2 tags. H1 tags, being larger naturally have more weighting. The other H tags get progressively less weighting as they get smaller but for SEO reasons, it’s only worth it concentrating on H1 and H2 tags.
In this example, the Wikipedia page for marker pens has the keyterm in the H1 tag. Their optimisation of the H2 tag is not as ideal however, as just displaying “Types” is non-keyword specific. A better solution would be “Types of marker pens”.
The body of content which makes up the bulk of the volume of text on a page, should contain the main keyterms you are trying to target as well as related keywords. While it may be tempting to insert your keyterm in every three or four words, you shouldn’t do that because it’s viewed as keyword stuffing in Google and will get your site penalised. The best option is just to write your content as naturally as possible – chances are the keyterms will appear frequently anyway.
It’s also good practice to strong tag (<strong>) the relevant keyterms throughout the page. Bolding keyterms lets Google know that these keyterms are important. Again, don’t do it too much or it will just look unnatural.
Note from Mark: As Peter mentioned, stuffing a keyphrase into a page isn't really going to help you that much. I think it's really interesting to explore Google's understanding of word relationship and how writing naturally can actually increase your chance of ranking.