In the last article, we discussed key phrases and how they play into SEO or search engine optimization. In this article, we will talk about how to optimise content for key phrases.

First, we will dive deeper into how you can optimise the contents of your website for certain key phrases. By now, you should already have a list of key phrases you want to rank on search engines. As discussed before, these lists should be based on the keywords related to or pertaining to your business, what you’re offering, and selling. 

Once you have this set of key words and key phrases listed down, you need to make sure that your website contains content to target the said keywords & phrases. It is also important to ensure that the content is properly structured. One of the biggest mistakes content makers make when it comes to optimization for SEO is overstuffing their website with keywords. We will discuss more on that later. 

It is also crucial that your content is relevant to your audience. Otherwise, they will get bored and leave your site quickly. The key here is creating significant, targeted content that is aimed at your chosen key phrases. 

The Importance of Content

As discussed in our article titled, ‘Writing for Digital’, content plays a major role on your website. Listed below are some important aspects of website content:

  • Your content should provide relevant information to visitors
  • Website content must be updated regularly to keep up with latest trends, and etc. 
  • Your website content should be engaging to customers. 
  • The content of your website should compel or persuade your visitors to convert, or basically persuade them to do what you want. 

One more important thing about your website’s content is that it should express signals of applicability to search engines. This can be done by utilizing your set of keywords on the content page so that the search engines will pick up. At the same time, the content should still be easy to understand for users. 

Optimising Content for Key Phrases

To optimise your content, it is crucial that each web page should be optimised for two to three key phrases. In your list of keywords, you should have the primary key phrase, the secondary and tertiary. 

Keep in mind that a webpage can be optimised for up to five key phrases. However, it is always advisable to have more niche pages than bleary pages. To do this properly, we have provided a list of guidelines to follow below.

  1. Make use of the title tag. Most beginners often overlook the importance of title tags. You can utilize the key phrase in the title and as close to the introduction as possible. This lets the search engines know what the content is about. 
  2. Use H1 header tags. Header tags are invented for a reason, use them by inserting the key phrase in it. It is also important to use other header tags for other important parts of your article or content. 
  3. Body content. In the body of your content, you can use the key phrase at least three times. But make sure to put the key phrases in sentences that make sense, not just randomly. The rule of the thumb is 3 key phrases per 350 words. Just be careful of overdoing it, as mentioned above. Stuffing your content for keywords is a big red flag for search engines. 

Consider also other list :

  1. Utilize bolding. It is also ideal to use the <strong> or bold tag on the keyword even just at least once per article. This makes it easier for search engines to find where you used the keyword.
  2. In the URL, put the keyword or phrase.. As much as possible, you want your URL to contain the keyword or phrase you are trying to rank. If the keyword is already in your article title, it will automatically be in the URL.
  3. Utilize meta description. Another overlooked component of the HTML/CSS is the meta description. You can use the keyword in the meta description of the page as well. Do this at least once. Aside from the title of the content, searchers and readers will automatically see the meta description on search engine results. This will help attract them to click through to your site from the SERP. 
  4. Link anchor text. Another major overlooked component is the anchor text. Make sure that the keyword is used in the anchor text of the page linking to you. 
  5. Domain name. This is for the overall website. As much as possible, you want your domain name to have the key phrase in it. 

Optimising Media Content

Naturally, your website will also have media content such as photos and videos. A website with purely articles will just be too plain for the readers. 

You can use images and videos to optimise for relevant keywords. As of the moment, search engines cannot decipher multimedia content as well as they do on the text. But there are ways around it.

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Search engines rely on the way that each media is described. By putting descriptions for each media, it helps the search engine understand what the media is about. It also helps the users that are visually impaired to make sense of a website. 

Additionally, images and videos are also shown on the SERPs. If you optimize media properly, it can give your brand more ownership of the SERP real estate which is basically the goal. Additionally, optimizing media properly can also be used effectively to target competitive terms. 

This method can also help search engines to rank your pages accordingly, as long as each media is labelled correctly. It also helps emphasize the content on a page to a website visitor. 

Different Ways to Optimise Images with Key Phrases for SEO

  • Utilize specific alt tags
  • Utilize title attributes
  • Use descriptive, keyword-filled file names for images and videos.
  • For each media file, you can use captions that are descriptive. Also, be sure to keep relevant copy close to the corresponding media. 
  • Add meta information to the image. You can see this once you upload the media to your website. Just be sure that this meta information is relevant to the media
  • If you are putting media under header tags, make sure they are relevant to each other. 

Additionally, if you have corresponding apps that can be downloaded, you also want to optimize those in line with your key phrase strategy for App Store Optimization or ASO. 

© Image credits to Evie Shaffer

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