Once keywords and phrases are selected, we need to ensure the site contains content to target them. You must ensure that the content is properly structured and that it sends signals of relevance. Content is the most important part of your website: create relevant, targeted content aimed at your selected key phrases.
As you know from the content strategy chapter, content already has several roles to play on your site:
• It must provide information to visitors.
• It must engage with them.
• It must persuade them to do what you want.
Now it must also send signals of relevance to search engines. You need to use the keywords on the content page in a way that search engines will pick up, and users will understand.
Each web page should be optimised for two to three key phrases: the primary key phrase, the secondary and the tertiary. A page can be optimised for up to five key phrases, but it is better to have more niche pages than fewer unfocused pages.
Here are some guidelines:
1. Title tag:use the key phrase in the title and as close to the beginning as possible.
2. H1 header tag:use the key phrase in the header tag, and as much as possible in the other H tags.
3. Body content: use the key phrase at least three times, more if there is a lot of content and it makes sense to. You should aim for about 350 words of content. But don’t overdo it! That could look like spam to the search engines.
4. Bold: use <strong> tags around the keyword at least once.
5. URL:try to use the key phrase in your page URL.
6. Meta description:use it at least once in the meta description of the page, which should entice users to clickthrough to your site from the SERP.
7. Link anchor text: try to ensure that the keyword is used in the anchor text of the pages linking to you.
8. Domain name:if possible, use the key phrase in your domain name.
As you know from the content strategy chapter, content already has several roles to play on your site:
• It must provide information to visitors.
• It must engage with them.
• It must persuade them to do what you want.
Now it must also send signals of relevance to search engines. You need to use the keywords on the content page in a way that search engines will pick up, and users will understand.
Each web page should be optimised for two to three key phrases: the primary key phrase, the secondary and the tertiary. A page can be optimised for up to five key phrases, but it is better to have more niche pages than fewer unfocused pages.
Here are some guidelines:
1. Title tag:use the key phrase in the title and as close to the beginning as possible.
2. H1 header tag:use the key phrase in the header tag, and as much as possible in the other H tags.
3. Body content: use the key phrase at least three times, more if there is a lot of content and it makes sense to. You should aim for about 350 words of content. But don’t overdo it! That could look like spam to the search engines.
4. Bold: use <strong> tags around the keyword at least once.
5. URL:try to use the key phrase in your page URL.
6. Meta description:use it at least once in the meta description of the page, which should entice users to clickthrough to your site from the SERP.
7. Link anchor text: try to ensure that the keyword is used in the anchor text of the pages linking to you.
8. Domain name:if possible, use the key phrase in your domain name.
