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Marketers must always keep abreast of Google’s algorithm updates, which at times can be a full-time job. Failing to stay informed risks falling out of SERPS (search engine results page) based on the most relevant keywords. Keeping pace with the rapid changes has never been easy. Many factors affect search engine rankings, such as the time visitors spend on the pages and links to relevant content; however, the most tried-and-true method of optimizing your website involves the creation of relevant and targeted keywords.

First – You Should Conduct an SEO audit

Each time you add new content to your website, it’s important to keep in mind the keywords searchers will type to find your content. There should be one or two core keywords and several supporting keywords per landing page. If your website already includes many pages, start with an SEO audit of the your most important content.

During your audit keep in mind you are trying to improve lower performing webpages. An audit will also identify SEO detractions, such as duplicate content, which can and should be altered.
In addition, an SEO audit should show if your site is blocked by any search engines, verifies that your XML sitemap functions properly, uses proper meta data, monitors and improves site performance, removes duplicate content and determines the site’s trustworthiness.

Second – Perform Keyword research

Before creating keywords, it’s necessary to research which ones are likely to yield the best results. This important data can not only provide the best keywords for a specific topic, they can also help define a content strategy. Knowing the most popular search terms used by your target audience helps define what types of content have the deepest impact.
SEO has evolved tremendously over the past ten years. One big change has come from less reliance on the keywords themselves and increased emphasis on the intent of the searchers. Despite this evolution, keyword research remains an essential building block of any successful SEO campaign.

Keyword research shows which topics searchers in the target market care most about. This can be accomplished by researching keywords that achieve a high volume of searches each month. SEO optimization tools make it convenient to identify and sort topics you want to create content about. These topics can then guide content choices. Keywords count as on-page SEO, which offers clues to search engines, such as Google and Bing, what your site or landing page is about. In contrast, off-page SEO includes what other websites discuss and link to your site. Since keywords are decidedly on-page SEO, we will focus on tips that improve on-page SEO improvement.

Third – Improve Your Copy By Adding Relevant Keywords

Keyword insertion is effective when it is both natural and well-placed. Make sure to insert keywords into the following locations: Meta Titles, Meta Descriptions, Headings (H1, H2, H3’s), Content, Images Titles and Alt Text.  If you have pages without these areas optimized with keywords, you have some work to do to get your site fully SEO optimized, but it’s well worth the time investment. A good practice is starting with the pages that get the most traffic and to optimize new pages going forward.

Forth – Avoid Negative Signals

Some website owners don’t realize search engines penalize websites for certain design elements. Avoid the below at all costs:

  • Never hide keywords – Search engines penalize hiding keywords behind images or by writing them in the same color as the background.
  • Avoid keyword stuffing – Keyword stuffing involves adding keywords where they don’t naturally belong and unnecessarily repeating them. Stuffing applies to titles, headings, content and URLs. This technique has been used since the start of keywords, so search engines have developed highly effective ways of detecting it and will apply penalties.
  • Don’t force keywords where they don’t belong – This is like stuffing, only it may not involve repetitive keyword use, simply the placement of keywords where they are contextually irrelevant. Always remember to write naturally and not worry about adding that extra keyword.

Fifth – Improve UX (User Experience)

As important as keyword choice and insertion techniques may be, user experience should always be considered a top priority. Search engines strive to provide users with the best experience possible, which requires them to drive searchers to the best website for their goals. When visitors remain on the site longer, visit multiple pages and return more frequently, search engines take note, and ultimately provide an SEO boost.

Keywords are the original SEO tool and remain the primary driver of results, provided they are applied carefully. By using strong keyword techniques and offering a website with excellent user experience, you can top the search engine pages and look forward to a steady stream of visitors.

A bit about us – Web Fox Marketing is a website agency in Livonia, Michigan SEO in addition to digital marketing experts. We work with our surrounding community nearby Livonia, Novi, West Bloomfield, Farmington Hills, Royal Oak and beyond. On top of providing digital advertising services, we’re also knowledgeable in search-engine advantages , Google Ads advertising (PPC), SEO solutions, social media prominence, and more!

Your web site most certainly is a critical step, as online success throughout our connected markets relies on on Google/Bing/Yahoo prominence & maximum exposure to diverse marketing networks. Our Michigan lead generation firm is happy to help you with any kind of questions you have. Call us now and let’s kick-start creating your responsive website!