Search engines use algorithms to rank webpages for different queries. To improve a page’s chances of ranking for a Keyword, the content of that page must be optimized for that keyword.

Keyword optimization covers the entire process of research, analysis, and placement of Keywords on a page to improve the page’s ranking and drive more traffic to the page.

Keyword optimization is important in digital marketing overall. In fact, Keywords Optimization is a compulsory aspect of search engine marketing (SEM) and PPC (pay-per-click).

However, this article focuses on keyword optimization for the SEO aspect. How do you select the best keywords, and how can you boost your ranking with keywords optimization?

First Things First: Keyword Research

Before optimizing your content for any keyword, you first have to research to determine if the keywords would be suitable.

What factors should you consider? Popularity, Intent, and Relevance. All three are explained below.

1. Keyword Popularity

This is a tricky aspect because while the sheer popularity of certain keywords makes them traffic-magnets, they are also more likely to attract competition, making it more difficult to rank for them.

Therefore, it is better to target both for the most optimal results. That is, don’t be afraid to target unpopular keywords; their lack of popularity makes it easier to rank for them. On the other hand, do not neglect popular keywords too.

To find the most popular keywords, a basic tool such as Google trends would suffice. But to find less competitive keywords with high potential, you would need an in-depth keyword research tool.

2. Keyword Intent

Many people get so obsessed with trying to game the Google algorithm that they forget that they are dealing with human beings.

Human beings are the ones who use Google and who would click on your link to view your content.

Therefore, beyond the algorithm, your keywords should be chosen according to user intent. That is, what is the purpose of the searcher?

This can be broadly divided into four possibilities, with each explained below.

• Informational: the searcher seeks knowledge about a general concept or solution to a problem.
• Commercial: the searcher needs information and reviews about a specific product to help them make a decision.
• Transactional: the searcher is already intent on making a purchase and they are exploring for the best options.
• Navigational: the searcher is looking for a particular brand or website. Domain queries fall under this.

The table below screen-captured from Ahrefs shows different identifiers of keyword searcher intent.

3. Keyword Relevance

You can’t try to rank for every keyword that is popular; you need to be strategic about your keywords.

And an important factor against which to measure the usefulness of a keyword is relevance.

Keywords that have nothing to do with your brand and website would not bring any value; if anything, they would even hurt your SEO.

Other Important Keywords Optimization Considerations

1. Primary and Secondary Keywords

Following your keyword research, put together a keywords list of potential keywords for your posts.

From this list, choose one primary keyword. This primary keyword must be what you want your website and brand to be associated with the most.

Capture the primary keyword in the page title (don’t forget the title tag too).

Likewise, it should be the first keyword to appear in the content body and should feature a generous number of times in the body.

Next, identify 3 – 5 more keywords. Those would be the secondary keywords.

They should not only be relevant to your brand and the post content; they should also be related to the primary keyword for maximum effect.

Don’t try to rank for every keyword possible in a single post. Trying to optimize a post for tens of keywords is counterproductive.

The post would not read naturally and you may even fall guilty of keyword stuffing, fetching your website a penalty from Google.

If there are too many keywords, keep creating additional content to optimize for each of the additional keywords.

2. Keyword Density

To avoid keyword stuffing and the penalties that could come with it, pay attention to the density of keywords used.

Keyword density is determined by the ratio of the frequency of a keyword to the overall word count of that piece of content.

Since keyword stuffing has become a problem, webmasters must keep the appearance of keywords within their content pieces and webpages to a reasonable range.

There is no ideal keyword density. But professional SEO experts recommend keeping keyword density within 1-3%.

That means for a 1000-word blog post, for example, make sure the keyword does not appear more than 20 times.

3. Keyword Placement

After determining what your keywords are, should you just splash them around the post? No.

Everything about keywords optimization must be strategic, even down to the precise placement of the keywords.

However, you must make the keywords appear as organically as possible.

Remember, this is not just about trying to please the Googlebot; you must also work to please your site visitors.

The following positions are prime locations where your keywords must feature:

• Title tags and meta description
• Anchor text of backlinks
• Image alt tags
• URL
• Opening paragraph
• Subheadings

4. Short-tail and Long-tail Keywords

The difference is the length. Short-tail keywords, general queries usually containing one or two words, have dominated the search engine space for a long time.

And for a long time, many thought that long-tail keywords were not important. That is not the case anymore.

In a study of 1.9 billion keywords, 29.13% of keywords with at 10,001 monthly searches were comprised of three words or more.

The increase in long-tail keywords is in part due to the rise of voice search, especially through voice assistants.

Voice queries are more similar to requests in natural conversations compared to text queries.

Therefore, in order to widen your target, optimize for not just short-tail keywords, but also long-tail ones.

Ready to Do Keywords Optimization?

There cannot be SEO without keyword optimization. And keyword optimization is a very strategic process, from start to finish.

After your content goes live, do not ignore analytics. Auditing your keywords would help you to identify performance gaps in order to even strengthen your optimization strategy for better results.

Image by Wokandapix from Pixabay.

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