Why Do I Need to Research Keyphrases? (3 of 5)

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Optimising your web page source code with your researched phrases:

Once your keyphrase research is completed, and on most websites you ought to aim for between 25-50 of them, you need to set about applying them to your web page content and source code.

Let's look at the source code first...

All websites display their information using Hypertext MarkUp Language, or HTML. Without getting overly complicated about it at this stage, HTML is the source code that tells the visitor's browser how to display the web page and elements within it.

You can see this source code on any website, usually by right-clicking in your favourite browser and choosing 'View Source' or similar. On doing so, a (very basic) HTML web page's source code would look something like this:

Adding a TITLE tag to a web page

You can see that the page title 'Cheap Widgets' sits between the opening <title> and closing </title> tags.

In this example, we have chosen the phrase 'Cheap Widgets'. But was this wise? For sure, our imaginary company Cheap Widgets Ltd do sell cheap widgets, but is this the right phrase to optimise the pages for? Is this the phrase people are actually using to find our type of products or services?

As we saw in the example earlier, with careful use of Wordtracker's £50/month Keyword Tool we may find that the phrase 'Fabulous Widgets' only attracts, say, two hundred searches per month in Google when twenty thousand searches a month might be being made for the phrase "Cheap Widgets".

And if both phrases are relevant to what we offer, then the latter is clearly the best one to optimise for. If we don't, we might end up optimising for phrases that carry only relatively low levels of potential traffic, leaving the much more 'efficient' phrases completely wasted.

In addition to placing the efficient phrases in the source-code <title> tags, you should also have an accurate description of the page content in the <description> tag. This is what will appear in readable form in any search engine results so it should be clear, concise and contain the researched phrase at least once, as shown here:

Adding a META description to your web pages

Image <alt> and <title> tags

In much the same way, any images should also be described for the benefit of search engines. Without a textual description, Google cannot 'see' what the image actually is and cannot therefore index it. In the example below, you can see the image description in both the alt and the title selectors:

Adding an ALT and TITLE description to your images

But that's not yet the whole picture...let's now look at applying your keyword research to the content your users will actually read

'Keyphrase density' - make your visible-text articles 'keyphrase rich':

Each page should also contain the keyphrases you've carefully researched within the visible (readable) text at around 3-4% 'keyword density'. More than that and you'll appear to be 'keyword stuffing' - risking a penalty for cheating from Google. Less than that and you'll be failing to provide the 'clues' Google needs.

In other words, if you have a 100-word text article, then around 3-4 of the words should be the phrase or phrases you've researched. A 300-word article would need 9-12 researched phrases included... and so on.

For example;

"This is a very interesting article all about widgets. Many people are fascinated by them; as evidenced when cheap ‘celebrity’ widgets present themselves as the ideal dinner-party topic. With some effort, you might even find your knowledge of them widening your social circle. And there is much more to the subject than first meets the eye, much to the surprise of many, cheap widgets have distinctive characters. Some quite likeable, others less so but they always leave an impression. It all depends on your openness to the little creatures. We say, take a widget a day and keep misery at bay".

OK, we admit, the above is not the most fascinating or well-written article, but it does contain roughly 100 words, of which four or five are our carefully researched phrases. That is the approximate 'keyphrase density' you should be aiming at. With practice, you'll find that if your articles make 'difficult' reading, you've probably overdone the keyphrase density.

The trick is to write content 'from the heart' first, with all the passion you may well have for the subject matter, and then go through it again looking for opportunities to add in your researched phrases without disrupting the article's overall impact.

Once your 'on-page' source-code optimisation task is complete, and your visible textual content at roughly the right density, search engines will have all the information they need to index your website pages properly. The pages can then be delivered in the Search Engine Results Pages ('SERPS') whenever anyone searches for your type of products or services.

The most important point here is; don't try to guess which key phrases people are using to find your types of products and services, research them. You can then optimise your web pages for the phrases people are actually typing in as search queries. Your website will then appear in the results pages, increasing the chances that such 'hot leads' will become your customer.

Recap of why you need to research keyphrases:

Now that we have discussed how your researched keyphrases are applied to 'on-page' optimisation, we need to look at how they can be used when creating inbound links, or 'off-page' optimisation, as well. But first we'll look at how Google's "Wisdom of Crowds" philosophy in action

For more information on how Dalemedia can help you with such electronic marketing techniques, call us today on 01706 345648.

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