Quality content is the number one factor in your search engine rankings and there is no substitute – this is especially true when doing SEO marketing. Quality content created specifically for your intended user increases site traffic, which improves your site’s authority and relevance. Fine-tune your web writing skills and present yourself as an authority on the topic you are writing about. Show people that you know what you’re talking about, and that you can be trusted on the subject. Whether it’s sports or cooking, parenting or gardening, establish yourself as the professional with great content that is relevant to the viewer’s interests.
Identify and target a specific keyword phrase for each authoritative content page on your website. How would your potential readers search for and find this content? What terms would they search for?
- online masters in engineering management
- what is biomedical engineering?
- title IX education resources
- photographing northern lights
- how to apply for scholarships?
- when is the FAFSA deadline?
- what is the difference between engineering and engineering technology?
Multiple Keyword Phrases
It’s very difficult for a webpage to achieve high search engine rankings for multiple keyword phrases – unless those phrases are very similar. A single page may be able to rank for both “biomedical engineering jobs” and “biomedical engineering careers”. Ranking for “student affairs” and “dean of students” or “gender discrimination” and “violence reporting procedures” with a single page is unlikely.
If you want to rank for multiple keywords phrases with your website, you will need to make a separate webpage for each keyword phrase you are targeting.
Once your keyword phrase is chosen for a given page, consider these questions:
- Can I use part or all of the keyword phrase in the page URL (by using keywords in folders)?
- Can I use part or all of the keyword phrase in the page title?
- Can I use part or all of the keyword phrase in page headings and subheadings?
Answering yes to these questions can improve your SEO score. Be natural and user-friendly, though. For instance, you do not want the word “engineering” to show up three or more times in the URL or have the phrase Northern Lights repeated in the page title and also every heading. Readability and usability still trump search engine optimization.
Beyond page URL, title, and headings, content is most influential on search engine rankings. Repeat your keyword phrase several times throughout the page—once or twice in the opening and closing paragraphs, and two to four more times throughout the remaining content. Be authoritative. Strategically link to relevant sources and additional information—both within your organizations broad website and even to other websites which are useful.
Don’t forget to use bold, italics, heading tags (especially an H1), and other emphasis tags to highlight these keyword phrases—but don’t overdo it. You still want your language and writing style to read naturally. Never sacrifice good writing for SEO. The best pages are written for the user, not for the search engine. Read more about SEO marketing to help you find new content opportunities.