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Tag: keyword

Keyword structure counts

There are two ways to look at structure in the SEO world, and both can have a massive effect on your page authority.

Big-picture structure refers to the overall structure and navigation of your site. If your site is easy to navigate, your users will have an easier time finding the information they want, and Google will reward you for such user accommodation. Title your pages appropriately, use a header bar to make your site easy to navigate,

Also make sure there’s a crawlable site-map that lays out your site as a whole. It’s also a good idea to interlink your internal content by connecting many of your internal pages to one another — the shorter the path from any one page to any other page, the more authority you’ll gain in your site, regardless of keywords.

Small-picture structure is more about how each of your pages are laid out.

If you adhere to Google’s traditional structure of having a header, body, sidebars, and footer, and you place appropriate content for each section, Google will have an easier time scanning your page. And it will be able to derive the accurate meaning behind your site without you worrying about including specific keyword phrases.

Keyword Placement

Keywords aren’t totally dead in the water — after all, Google still needs some kind of text to figure out what it is your company actually does.

In that sense, you could say that keywords are simply informational tidbits for Google’s analysis, rather than having a quantifiable relationship and impact on your actual rankings.

To this end, the placement of your keywords matters far more than their frequency.

Posting “auto repair shop” once in the title tag of your site and once in the header matters far more than stuffing it five times into the body copy.

Google breaks your site down into key areas, with meta information and headers taking top priority, body copy taking secondary priority, and side bars and footers taking the last priority.

It’s important to have some description for your company in those high-priority areas — the meta data and header — but you shouldn’t necessarily hone in on one specific keyword phrase. Otherwise, your site could grow repetitive, and earn a penalty instead of a high ranking.

Get keyword ideas from customers

Only optimize your site for the keywords that matter to your business. Understand which words your customers use to describe your product by asking them face to face, on a website form, or in a survey. Once you learn this, structure your Web content around it. Use the same lingo they use on your site, because those are the words and phrases that they use to search for you.