Search Engine Optimization, or SEO, takes a sharp strategic eye to be exercised properly. It might sound simple, but it isn’t.
White Shark Media says keywords must be front and center, and then they start listing the stipulations. Do not stuff keywords. Do not use them all at once in the same title in a run-on sentence from hell. But you do want a keyword in the title. White Shark Media shares this strategy in their blog post.
- Main headline
- Meta description
- Page content, 2 or 3 times
- Incorporate keywords in your image title and information.
- Simple is better. Don’t overuse keywords
White Shark advises optimizing the search for the benefit of users, not for best results in the search engines. Don’t make a list of random words that pertain to or connect your keyword. Document or title, the author should be able to read it out loud without sounding stupid.
These are all goals of keywords –
- Identity of brand
- Classify product
- Target audience – kind of business
White Shark recommends making a list of possible keywords. One and two words are too simple. So flesh it out with a little more information, say flowering trees, which is still too simple. Cut the parameters even more, to flowering trees in California. Native flowering trees of California is better, it narrows the search parameters.
Additional side information may find its way into the search for native flowering trees in California. It could be things like scientific names; history; usefulness as a food source, dye, or fiber; environmental soundness, tree removal, insects, tree planting, pruning, or tree health.
Group all of this mess of keywords into categories.
- Keep the hard keywords pertaining to the nursery business. This group will overlap from Information Seeking for tree health and information through the Business Seeking consumer who wants to cut his tree down
- A secondary list of interesting facts will remain. Use later for blog entries.
- Discard the unnecessary or inapplicable. Keep only what applies.
In a nutshell, the place you want to be is on SERP, Search Engines Results Page. This is accomplished by using keywords rationally. Don’t forget, too much information in a long line is spam and it is a very bad practice.
White Shark adds that a search wants to highlight intent. Add in a geographic area. Then add some variants and synonyms. Keywords are specific, but queries solve intent. White Shark believes that search engines are now smarter, they have learned how to search, and they understand why people search.
White Shark Media is in the business of digital marketing. Founded in 2011, White Shark has teamed up with Google on AdWords. Microsoft is looking at collaboration on its Bing Ads.