Any website designer worth their salt is now very aware of the importance of SEO optimisation. However, this does not necessarily mean that they know how best to achieve it, particularly when they are trying to include multiple keywords in their web copy.
The key concept is to aim for SEO rich copy rather than text that is stuffed keywords that causes ‘readability’ to take a hit.
There is more to SEO than just plonking a keyword in every few words, although this will have an incidental effect there are far better ways to increase the chance of your site appearing on a SERP.
What we should be aiming for is a combination of relevance plus authority.
Relevance is easy to define, but there is a skill to making a page relevant. An exact match is your ideal scenario. For example, if someone searches for ‘Premier League Top Goal Scorers’, a search engine will first search for exact matches, meaning pages that contain that entire phrase in that sequence.
This done, the search engine will go on to look for all these words on the same page, initially in sub-groups e.g. ‘Top Goal Scorers’ or ‘Premier League’, and then as individual words.
Finally, a search engine will seek out pages with any, but not necessarily all of these words on a page.
It is clearly in your best interests to include as many of your keywords as you can, preferably together in a sequence or phrase in order to attract the most relevant visitors.
Adding in keywords individually can also help you attract traffic from unexpected search queries.
Of course, it is important that this is done subtly and that your copy is readable. In the example of ‘Premier League Top Goal Scorers’, a conversation about football will reveal words such as ‘ball, striker, referee, goal’, and it is important that these go into your text, as writing naturally about your subject is a good way of creating relevant copy.
Try to get your keywords into your page title tag, #h1 headline, image alt tags and the main text. Obviously, this will not be possible in all cases, so just make each as strong as you reasonably can.
A search engine will only display the first 70 of your title characters, so try to get as many relevant keywords in there as you can. However, don’t be afraid of using a longer title, as a search engine will still index it. All it means is that you should aim to include your highest priority keywords early on.
Regarding the on-page headline, stick to your highest priority keywords and worry more about the readability factor. After all, if it looks unnatural and saturated with keywords, a user will know and will probably not read your copy.
When you have finished the first draft of your main copy, check it and see where you have inserted your highest priority keywords. Then break it down into smaller components, e.g. ‘Premier League’, ‘Top Goal Scorers’ and insert these into the text wherever they fit naturally.
Next try to replace any generic pronouns with relevant keywords, e.g. replace ‘he’ with ‘the goal scorer’, again always looking to hang on to the readability of your copy.
To ensure this happens, have a final read through and amend anything that sounds forced or unnatural.
If you can keep it readable and accessible while still using as many keywords as you can in the ways suggested above, you have got every chance of achieving that top page rank you are after.