Google ranking and SEO content are the kings in the information age. As the internet has become the world’s largest provider of information, traditional marketing tactics such as TV commercials are becoming less effective than they once were.
This means that if you want your product placed in front of your customer’s eyes, you need to be on the first search results page somewhere. Ideally, you want your product to sit at the top of the organic search results. Even putting advertisements on search engines is less effective as millennials are becoming unresponsive to ads.
Because of this, businesses have increasingly poured resources into SEO content. Google has caught on, so it’s not enough to perform SEO. The placement of your SEO is as crucial as the quality of it.
SEO content is made for search engines by its very nature. Rather than people, these are algorithmic tools. That’s why content that could work for search engines doesn’t need to work for people and vice versa.
The truth is that when it comes to the reading experience, most SEO is sub-par. You have to make certain sacrifices to please the search engine; using specific keywords and phrases that may not flow optimally. This means you’re lowering its overall quality and appealing to your audience by inserting SEO content into the main body of your article. Forcing too many SEO keywords and phrases may end up clunky or robotic in the article.
On the other hand, your search engine ranking will suffer if you don’t include SEO phrases and keywords. This means you’re going to risk your audience not even seeing your content to begin with, in which case it doesn’t matter how good it is.
Ultimately, you’re caught performing a tricky balancing act, enough SEO to please Google, but at the same time you have enough content of quality to please your reader.
The best solution to this problem is simple; place your SEO where the reader will not see it.
Hypothetically, if you could put all your SEO content in places where your reader couldn’t see it, you’d get the best from both worlds. On the one hand, you would receive a high search engine ranking while on the other you would still optimally please your readers.
Unfortunately, it can be a time-consuming and challenging task to create such “hidden” SEO. It’s not as simple as putting in a paragraph of text and a few keywords and calling it quits. Actually, moderate in-article SEO is the best. It is much more subtle and can be much harder to implement, but it has excellent returns.
A great place to put SEO is one where almost none of your readers are going to look. When was the last time you looked at the website URL you were visiting? Most people won’t remember either. (I do. But, only because I nerd out on this stuff.)
That’s why your website’s URL is the perfect place to put SEO.
First of all, you want to put one or two keywords in the URL. In addition, using hyphens instead of underscores is common practice as underscores are glossed over by search engines.
Furthermore, you’re going to want to make your URL static, which means it contains at least some information in it. Many of us know about URLs like:
This doesn’t give the reader anything. It doesn’t provide the search engine anything you are optimizing for either. Instead, the URL should look more like:
In some of your headers and subtitles, placing a few discrete SEO keywords is an easy way to squeeze a little more SEO into your webpage. The headers and subtitles are much less relevant than the other content on the page.
Every good piece of content needs a few pictures to accompany it. It looks more professional and helps your readers get involved in the topic.
While that’s true, what you may not know is that you can weave SEO into the images on your page.
A search engine processes the way images different from the human eye. The search engine reads the image’s ALT text instead of seeing the pixels light up on its screen. By placing SEO keywords and phrases in the ALT text, you make sure that the search engine reads your image as relevant.
The Meta Description is the second thing that your reader, right after the title, will see about your site. In the search results, it is the text box directly under your URL. This piece of text is viewed as a simple summary of the content and is, therefore often skimmed by readers. This makes the meta description one of the best places to place SEO keywords on your website.
But be careful with this one, as your click-through rate can also be increased by a good meta description.
It may seem counter-intuitive, but the conclusion is the least-read part of your text. Usually, readers skim content for crucial information and few stick around until your webpage’s grand completion.
Google and other search engines treat various parts of your text equally. In other words, for SEO, it’s about the same whether you put keywords at the beginning or the end of your page. At the end of your article, putting a few keywords in bold or italic may give you a little boost to SEO (Google favors italicized and bold text).
Do you need some help to get your SEO strategy started? We can help! Click today for a free consultation with an online marketing specialist.