Placing Keywords

SEO: keywords weaved into the different areas of the webpage

Exhibit 18.7   HTML code snippet shows keywords weaved into the different areas of the webpage.

Keywords need to be weaved into the contents of webpages, especially in the following areas (depicted in the HTML code snippet in Exhibit 18.7) that strongly influence page ranking:

SEO: title, description, URL
  • Page Title (Meta Title): Information intended for the browser is contained in the page’s title tag. Titles are accorded great importance by the search engines for ranking, and should therefore contain the most important keywords. The order in which they appear within the title also influences the search results.
    While the cut-off varies depending on device, and it is measured in pixels, Google typically displays the first 50 to 60 characters (600 pixels) of the meta title. Platforms such as MOZ provide tools that may be used for previewing meta titles.
  • Description (Meta Description): The description of the web page (which is stored within the page’s meta-description tags) appears below the title, on the SERP. Should any of the words that users use in their query, appear in the title/description, they are highlighted. Thus by weaving keywords into the description, marketers may draw the users’ attention and increase the likelihood that they visit the page. However, unlike the title, the description is not used by the search engines for ranking purposes.
    There is no official rule on length of page title and meta-description. Whereas Google typically limits descriptions to roughly 155–160 characters, the cut-off varies depending on device as well as context.
    Note: Instead of the meta-description, Google’s algorithms may use sentences or phrases from the webpage that best match the searched keywords.
  • URL and domain name: The URL (i.e. the address of the web page) is another criteria used by Google for ranking pages. The same applies for the domain name, which appears in all URLs on the same website. This incidentally explains why keyword-rich domain names are being sold at premium prices. Keywords also make the URL text more meaningful; particularly when the URL acts as the anchor for inbound links to the web page.

  • SEO: placing keywords - credence higher in body section
  • The credence or weight of keywords is higher when it appears in the body section of a webpage, as opposed to menu/banner, footer or sidebars.
  • Headers (h1, h2, h3) that are keyword-rich improve the web page’s ranking for those key words.
  • Anchors text (a): Keywords place between anchor tags also improve the page’s ranking.
  • Images: HTML (HyperText Markup Language), the language used for creating web pages, provides an attribute called “alt” that may be used to describe images. Search engines use these descriptors for ranking images, and some engines also use them for page ranking.

Note: The meta keyword tag is dead in terms of SEO value. Google and most well known search engines do not consider it any more. It’s inclusion merely grants your competitor's easy access to the keywords you use.

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