Using Keywords for Search Engine Optimization

December 28, 2013

The most important reason to use keywords for search engine optimization is to make your content more “findable.” The more findable your content is, the less irrelevant content someone needs to wade through. Further, the better it is for your website and even your business. There are some important aspects that a web designer or owner must understand when beginning SEO and keyword optimization. At Law Firm Sites, Inc. we have written up some tips and explanations for those starting out with optimization.

Where to put focus keywords:

Keywords should be placed in a number of strategic places in order to maximize their affect on your search engine ranking.

In the title tag of each page.

The title tag is the phrase at the top of your browser page. This describes the website page you are viewing. Every page should have a unique, 70-character max title. Make sure the keywords/phrases are unique. This is to ensure that your pages aren’t competing with each other for relevancy. Also, keep consistent with your punctuation and put your company name at the end of each tag to help build brand awareness.

In the meta description of each page.

The meta description is the 150-character sentence or two that shows up in search results. This also shows when you share a page link on social media sites. Including your keyword here is tricky, because it is written for readers (rather than spiders), but necessary still. Again they should be unique and contain a company name, if possible; this is also a good spot for a contact point like a phone number.

In the headings of the content.

Headings are written to include keywords and help summarize what is coming next. They are usually labeled according to descending specificity, “Heading 1, Heading 2, Heading 3, etc.” or “H1, H2, H3.” Headings are employed for accessibility, for instance, indexing spiders crawling your site cannot see photos or multimedia content, so headings help to tell the spider what is important on this page.

In the main body of content.

Content should always be written for your customers, humans. While it is important to include your page keywords 2-3 times, it is more important to make the content readable, simple and usable. 300 words per page is the recommended minimum word-count.

In the page URL.

In order to help the reader (and spider) to accurately predict what is on a page, you should include your keywords in your URL.

For example:

We have chosen to optimize the words “graphic design.” It is not always possible to include your keywords in your URL, but that’s okay. URLs should be short, descriptive and human-friendly.

In the image ALT tags. Spiders and search engines cannot “see” photos or multimedia, so including a short sentence that describes the graphic is good SEO practice. Whenever it is practical for your human readers, include a keyword in your ALT text. If there is text inside the image, that also should be included in your ALT tag.

As practiced law firm website SEO managers, our team at Law Firm Sites, Inc. wants to share the knowledge and help our clients build their businesses. For more information about our SEO and attorney web design services click here or call us today at (800) 932-8242.