November 29, 2017
Websites are designed so they can successfully showcase the service or product they offer. While designing such a website, focus should also be on making it visible to your targeted audience.
If you search the Internet, chances are that you will find numerous sites offering similar services or products, so you need to make sure the website gets maximum visibility.
With the correct mapping of keywords, you can ensure visibility improves. Below we will discuss the ways that can be achieved.
Pick out Keywords
Before you start mapping your keywords you need to ensure they are relevant. Google Analytics can help you choose the best keywords. Keywords that contribute toward a better business need to be chosen but they must also contribute to enhancing the search engine optimization.
Google Analytics is known to help “map” the keywords and understand the ones that should be featured on your page.
Start with checking keyword rankings — that can be easily done using tools like Google Webmaster Tools.
Once the rankings are checked, sort out the keywords that have the highest rankings, those should get highest priority because they will improve visibility. Some chosen keywords might not be bringing in that much traffic, in that case make an effort to better place. Work on mapping them at strategic places in the content.
Make Sure that Crucial Content is Indexed
While mapping the keywords for optimization, it is imperative that the crucial content/keywords are being indexed. This can be easily achieved by using Bing’s cache, Google’s “text-only” version of the page’s cache, and/or using one or more page analyzers or crawlers.
For example, search for the page on Google or Bing’s index using “Site:domain.com keyword phrase.”
For Google, in the search listings look for the page snapshot at the end of the listings.
Click on the “cached” link present above the page snapshot and when that appears click on “text-only version” link.
For Bing, the same method is followed but you need to click on the “cached page” link.
With this search, sections can be viewed to see if the text read by search engines is editable or a part of the image.
Indexed Text Must Always Be Unique
The indexed text needs to be unique. Finding out if it is unique or not is an easy process.
If you think the text is unique then copy part of it and search for it using Google. You might get multiple hits but explore the various results to see if major parts of the text has been duplicated.
If found unique, then there are no issues but if duplication is found, then you have two scenarios:
- Rewrite and map keywords so that they become unique;
- Include “unique content” beside what you have already written hoping that it becomes unique.
If the keywords are not mapped properly then your content will be left competing with the many other listings. Before taking the decision to change content, consider the conversion rate. If your content is converting well, it is best the content is not changed too much — that could have an impact on the conversion rate which may or may not be positive.
If the changes are extensive, run a multivariate testing system like the Google’s Website Optimizer or A/B test within a PPC campaign to ensure that the conversion rate does not decrease significantly.
Search Listings for Keywords Need to Improve
The keywords that you use must be mapped in a way that ensures higher visibility. To see if it was successful, search for the keyword phrase and understand how search engines like Google, can generate search listings.
While searching for the quotes avoid adding quotes around the phrase — that is not the way people search for phrases.
The best places to search for listings are: Google, Bing and Yahoo.
Extracting text from the page or the meta description can help you gain insight into the generation of the listing on the search engine. Finally, try to influence the search listing by modifying text that the search engine displayed.
An example: Upon conducting a search for the listing of a crucial keyword phrase on Google, that was extracted from the main paragraph of content on home page, it was found that the listing was not horrible but click-through rate was low. Such a keyword needs to be mapped again so that it can make for a more enticing search listing.
Improvement or Addition of Headline and Text
Headlines are crucial for organic growth of content on your blog/website/social media.
It is a great way to improve traffic so that the visitor is assured of getting appropriate content. This can be done by mapping the keywords properly in the headline itself.
Make small changes in the text of the content by including variation of crucial keywords but ensure that conversion rate is not affected.
An example of how this can be done: Suppose your content starts with the lines “Summer is the Perfect Time to Have Mangoes”
It can be changed to: “The Best Time to Enjoy Mangoes is Summertime”
As you can see, the line has been rephrased retaining the major keywords: Summer and mangoes.
Leave the major part untouched, otherwise conversion rates might drop.
Addition of New Content
Once the text has been edited, try to find areas where new content can be added using major keywords. Here are some useful ideas to help you along:
Left/Right Column Content
For example, on the right-hand side of the left column, add in sales or positioning messages. Parts of the client’s testimonials can be added to the right column. Ideally, it should have one or more keywords of importance.
You could also add a summary in the right-hand column to link to the full article.
Content Below the Fold
Paragraphs may be written using major keywords then placed below the fold. This method is preferred if your homepage has too much information.
HTML Page Title and the Meta Description Tag Must be Updated
Once the content of your page has been developed successfully, concentrate on optimizing the HTML page title and meta description tag.
While creating either of the above, remember the following points:
- Make sure there are no CMS (content management system) issues with tag handling.
- Create titles that include at least two or three of your keywords.
- The title must be able to convey what content your website/blog is offering.
- Ensure the presence of keywords in both title as well as content.
Organic growth of the website/blog is completely dependent on the way you place your keywords. To do so successfully, you need to do a little bit of research.
The points above can help you along the way and help your website to gain higher visibility.
Raghav Tayal is the director of operations at SMEgoweb, a full service digital marketing agency with offices in four countries and 250-plus clients across the globe. At SMEgoweb, he is responsible for creating conversion-led marketing strategies for their clients. Raghav believes that an in-depth research is the key to creating strategies that bring customers.