Where and when to use keywords can be confusing. There is so much information online about the importance of using keywords to boost your SEO presence. And, if you are not an internet marketer, SEO professional or writer it can be difficult to try to figure out what to do. And, it doesn’t help that small business owners and anyone with a website are increasingly fearful that anything they do online could get their website banished from Google’s good books. A Few Simple to Follow Rules for Keyword Integration The good news is that once you have your list of targeted keywords or keyword phrases, integrating them into your online content is not as difficult as you think. There is no magic formula, just a few simple to follow rules that will help you add keywords to your site in a natural way that will help search engines index your website pages. To simplify the process, the rest of this article has been divided into a few common questions about naturally integrating keywords into your online content: Where Am I Supposed to Use Keywords? Stuffing keywords everywhere possible on your website or blog is not an effective way to approach onsite SEO. You will not only be wasting your time adding keywords to areas that are irrelevant, you could also be penalized by Google. Plus, websites that are smeared randomly with keywords also look unprofessional and make you look like an amateur. Here are the most important places to add keywords to your website: Page title tag First paragraph of text Article/blog topic title Meta description tag Anchor Text How Often Should I Use Keywords? More does not equal better. Adding a keyword 50 times on a page will not increase your search ranking. In fact, it will likely do the opposite. Keyword stuffing is a thing of the past. Forcing keywords into content and using them when they are grammatically incorrect will get you in trouble with Google. Plus, it will lower the quality of your content. As a general rule, your keyword density should fall in the 2 - 3% range. This means that for every 100 words that you write your keyword should appear about 2 – 3 times. But, this doesn’t mean that you have to include the keyword this often. It is more important for your keyword to appear naturally within your content. This means that you should use keywords as a natural part of the conversation. Don’t try to force it into a sentence if it does make sense or is not relevant to what you are writing about. Keywords also need to be grammatically correct. For example, the phrase “email marketing Los Angeles” will often need to be modified to fit into a sentence in a grammatically correct way. Therefore, it is better to use the phrase “email marketing in Los Angeles” or simply remove the location modifier altogether. Don’t forget that people will be reading the content and if it sounds awkward, you could lose credibility and lose a potential client because of low quality content. How Much Content Should I Have per Page? This is a common question that gets asked all the time. While there is no perfect amount of text, as a general rule you should have at least 300 words of content per page. If you want to add more content, great. But, don’t just add content for the sake of adding content. Make sure that all content you add to your website or blog is: Original Fresh Timely Engaging Relevant to the main topic of the page. Bottom Line Focus on writing the content as if keywords don’t exist. Try to avoid writing with the frame of mind that you need to include keywords. Include them as they fit naturally into your content.
We all know that content is important. It plays a role in search engine optimization, engaging your clients, assisting with your sales and marketing process, in addition to serving many other purposes for your business. However, what most people are still failing to see is that their website and social media profiles are not “set it and forget it” entities. Websites Need to Have Dynamic Content Regardless whether you sell T-shirts or cheeseburgers, you need to have a constant flow of dynamic content for your website. Fresh and recurring content will keep people coming back. A website that never changes and rarely adds new and engaging content will not give people a reason to come back and visit your website regularly, let alone give them reason to share your content with others via Facebook, Twitter and other social applications. Websites Need to Offer a Variety of Content Websites also need to have a wide variety of content to engage customers. The same thing over and over again will get boring and your customers will become disinterested. Therefore, you need to mix it up and be creative about the ways that you present content on your site. Everything does not have to try to sell people on your brand. Think about creating articles that are focused on educating your customers, or are meant to be thought provoking and spark a conversation that yields feedback about a hot button issue related to your business. There is really no shortage of ways to present content, you just have to take some time to think about how to do it in a unique way. Content Ideas to Integrate into Your Website’s Content Plan If you are hard pressed for new ways to create content for your website, here are some great ways to give your content development a creative kick: Incorporate current/seasonal events to make your content relevant and share worthy Talk about the news and use hot topics to draw in a larger audience Consider having a contest or giveaway – People love free stuff! Consider creating content about company news Make sure to promotes sales, deals and upcoming events Let your customers know about awards and recognition that your company receives Talk about your community partnerships Refer other companies that you partner with or champion Link to reviews about your company, products and services Let people know about changes you are making to your website Always keep your customers in the loop when it comes to new products and services Feature company employees and provide information about their business philosophies Ask for guest posts from people within your industry Ask questions and provide lists of frequently asked questions from your customers Provide links to information that you customers will find interesting The main goal of content is to give customers a reason to come back. Therefore, you need to have a plan and know what you want to accomplish. Make sure you measure engagement and track your content\'s impact on sales, SEO and social engagement. Take the time to understand what type of content works and focus your creative efforts in that direction.
While there is a lot said about the importance of content development, many small businesses still fail to see the relevance of developing an online presence as it relates to the growth of their business. They are still stuck in the mentality that their website is there because everyone else has one and they need one to compete and most of their business will still come from people coming into their storefront. Local Search and Content Development However, what they fail to realize is that more and more internet users are turning to the internet and local search to find small businesses that are in their area. This is why small businesses need to have an effective content development strategy in place for both their website and social platforms. Content is a key factor in creating engagement, building relationships and starting a buzz online that will attract new customers. Take a Synergistic Approach to Content Development Everything is becoming more and more intertwined when it comes to a company’s online presence. Website content, social media presence, internet marketing strategies and PPC all have an impact on SEO and a website’s ability to achieve a first page ranking. Therefore, small businesses that don’t have the large marketing budgets need to focus on a synergistic approach and incorporate all of these strategies and use them to their advantage to boost their organic search rankings. 5 Approaches for Generating Content to Engage Customers Here are five sure-fire approaches to content development that will enhance your small business websites presence: First and foremost, know your audience: When it comes to content development, the first thing that companies need is to have a good sense of what their audience wants and needs. This should be the basis for the content, platforms and formats that are used as part of content development. Content is more than just text: When most people think about content, they often make the assumption that we are only talking about written content. However, with the growth of photo and video sharing online, even small businesses need to have a good mix of content to engage their customers. Photos and videos are more likely to be shared, liked, viewed and posted on social media profiles. All content must be created with SEO in mind: Blogs, webpage content, anchor text, directory profiles and social profiles need to include targeted keywords. Failure to do so will only result in a wasted opportunity to enhance your SEO effort and boost your search ranking. Educate, entertain, inform, engage and then sell: One of the biggest mistakes made by small businesses is being too pushy. Often small businesses take a sales first approach to the web. However, while this may work in a traditional sense, this will have a negative impact on your customers and could turn them off. You don’t need to push sales copy down your customers’ throats. Work on entertaining, educating and informing your customers first, then sprinkle in your marketing messages. You need to gain their trust first before you can sell them on your products/services. Be dynamic: Fresh and recurring content will keep people coming back to your website. A static site that does not change does not incentivize people to come back and share your content through social media. Make sure to create new articles, add new videos, provide informative resources and create ways to include customers in the conversation. The more people can be involved, the more likely they will come back to your website. Following these tips will help get your small business\' content development strategy in order. And, with an effective content strategy, your business will be in a position to evolve online and expand your online presence.