Now, I’ve already mentioned the importance of choosing the right keywords. Hopefully, you’ve already got something in mind. But when analyzing the words on the page, the search engines won’t be looking at whether you got the right word or if you should have used different words to get your meaning across.
Instead, they will be answering the very technical questions of “how often does this word or phrase appear on this page?” and “which words appear in the ‘high priority’ portions of the page?”
Answering the first question can be relatively easy. The frequency of a keyword on a page is often referred to as keyword density. This is a figure that is calculated based on its relation to the other words on the page. So, if a keyword appears five times on a page containing a total of 500 words, its keyword density will be one percent.
A good rule of thumb is to have a keyword density of two to five percent on your major keywords or keyword phrases. Everything else on the page should be less than that. If your targeted keywords have the highest keyword density on your pages, the search engines will get the clue that they are the focus of the page.
Answering the second question “which words appear in the ‘high priority’ portions of the page?” is a little trickier and involves knowing which portions of the page are “high priority.” This is where it starts to get a little technical. Don’t worry, I won’t go too deep because the two highest priority portions of the page are easy to see and figure out. The number one priority is given to the page name, which is not found on the page at all, but in your browser’s address bar.
The page name is the first place a search engine looks to begin its analysis of your page, and therefore should contain your main keyword. For example, if you have a page that sells information on how to throw different pitches in baseball, your page name might be something like: http://yourdomain.com/baseballpitches.html. Since you have to give every page on your site a name, you may as well select your keywords.
The number two priority spot is given to the page title. This is another piece that doesn’t show up on the page. Instead, the title appears at the top of your browser, making it easy to figure out what is there. For example, the title of DotComSecrets’ homepage is “Internet Marketing Strategies – Start an Online Business | DotComSecrets” (see illustration above).
If your page’s title simply states the name of your browser, then you don’t have a title designated for your page and are missing out on a huge SEO opportunity. To remedy this, just find the tag at the top of your HTML page and enter the following purple text immediately after: Replace this text with your keywords.
Okay, that’s as technical as I want to get. That was a little too scary for me, so I’m guessing it was a bit scary for you too. So, let’s just say that if you get your main keywords into these two parts of your page and then get your keyword density up between two and five percent, you’ll be doing just fine. Let’s move on.
Who Has the Authority?
Another major component that is shared among the search engines is that they all take into consideration the number of inbound links pointing to a particular page. This popularity vote is one of the ways search engines determine whether your page is an “authority” page, or if it is just another random page with everyday information.
If you can convince the search engines that your pages are “authority” pages, they will boost your ranking in the search results. After a particular page has been built on your site, there isn’t much else you can do from an SEO perspective other than linkbuilding. So, this is naturally where the majority of your SEO time and energy should be focused.
Because there are so many different ways of building links, I won’t be able to go into depth on any of the strategies. However, I can tell you this: the better your content, the better its chances of receiving links from other web sites. Here’s why this is true: People naturally link to good content that is related to their website. So, how can you create good content? Well, there are a few types of content that tend to become quick favorites. These include:
- Top Ten Lists: Where you highlight your top ten of a particular item, service, or experience
- Resource Compilation: Where you list all the resources you can find for a particular topic
- Expert Interviews: If you aren’t an expert in your topic, then find someone who is and interview them
- Celebrity: We have an uncanny fascination with people who are famous, so try to find a way to somehow link them to your page
- Applications That Make Life Easier: Make and distribute little software applications that speed up a certain process and make things go faster and smoother
- Humor: People love to laugh and will readily share a good joke
If you sit down and think about it, there are even more ways to create popular content. The more you put out there, the better your chances of becoming that “authority figure” and getting the links for your pages that will boost their ranking. Good luck and Happy SEO’ing!